"Wow. What's happening in Utah?' Inside the Hockey Club's plan for long-term success"

Ryan S. Clark is an NHL reporter for ESPN in Salt Lake City. There are two versions of Ryan Smith: Ryan S. Clark is one such version and Ryan Smith (not shown) is another version. There’s the public-facing version, the 40-something billionaire tech mogul who answers questions directly, earnestly and admitting when they don’t know an answer – which most people see. There’s another side of Smith that proudly displays Utahn roots. That version of Smith can be heard when discussing Salt Lake City and Utah state in his conversations; his second version strives to ensure the franchise thrives as much as possible within these bounds. While the former version created Utah Hockey Club by way of convincing individuals not from Utah of its value system. “I put everything I had into Utah; they told us we couldn’t build tech here; we would need to move out to California,” Smith explained. “No venture capital funding came our way here; no IPO was possible either – yet somehow we proved them all wrong and proved everybody wrong!” “And eventually people started believing, ‘Whoa – this actually works! Noticing what’s happening in Utah and hearing people ask ‘What are we up to here in Utah?’ is immensely fulfilling when fighting for something bigger. “Editor’s Picks2 Related This mission for success of the Utah Hockey Club extends over an extended timescale. Although Utah Hockey Center (UHC) is new, their history dates back over 20 years when they moved from Arizona as Coyotes (original Winnipeg Jets relocated here in 1996). Now in Salt Lake City and Utah as whole, UHC wants to show that NHL can thrive here. Utah Hockey Club hopes to demonstrate that hockey can become a fixture, much as Utah Jazz have accomplished within basketball for so many decades. Perhaps its greatest value lies in making Salt Lake City even bigger through professional sports growth – not least with respect to hockey! “Utahns want to show they’re more than a flyover state,” according to Josh Furlong, broadcaster and sports director for KSL. They realize they may never rival Los Angeles or New York compared with what Utah can provide; rather they want to showcase all that Utah offers.” Your team has an enthusiastic fan base who are all-in on supporting them and they want to show it. Perhaps some feel excluded; nevertheless, these fans want to feel part of something great and worthy. “Your vision for sports culture should resonate with others: with its beautiful landscape, friendly people and exciting atmosphere for sport and play.” Clayton Keller: Today Was an Unforgettable Debut For Utah Hockey ClubUtah Hockey Club’s captain Clayton Keller joins “SportsCenter” to discuss what its NHL debut felt like following its 5-2 victory over Blackhawks.” Utah! Growing and strengthening. Utah! Always leading by example “Technology is here, evolving year after year… This Is Where Utah Lives!” These lyrics from Utah…This Is The Place!, written in 1996 and made into Utah State Song in 2003 are taken directly from its lyrics. At the time, Utah was on its way toward being recognized globally through sports and entertainment, particularly through The Jazz’s three consecutive Western Conference final appearances from 1996 – 98 (two NBA Finals appearances included) Salt Lake City gained global notoriety during its hosting of the 2002 Winter Olympic Games and, more notably, in 2005 the University of Utah made history when Andrew Bogut and Alex Smith, two student athletes at Utah, became first picks of both NBA and NFL drafts on consecutive draft days in 2005. In 2004, Utah expanded its fortune into film with some graduates of Brigham Young University Film School creating the coming-of-age cult classic Napoleon Dynamite. Decades later, Utah is again following on a similar trajectory; only this time with greater dividends.” “Utah Hockey Club president of hockey operations Chris Armstrong did not quote from Utah’s state song when asked about its future prospects.” Utah boasts both the nation’s No. 3 economy and median age (30.7); this makes Utah “a unique moment in time where we get to build something from scratch with everyone here,” Armstrong stated. “That is why we envision such an optimistic and prosperous future for this region of North America; its rate of development far outstripping most cities is an unmissable opportunity for any sports franchise,” according to Lavinia Lavin of Delta Center LLC, home team for three wins this season at their stadium thus far in 2024-25. Bruce Bennett/Getty Images The history of sports fandom in Utah can be traced back to BYU and U of Utah establishing athletic programs at major college programs, respectively. Smaller schools such as Southern Utah State, Utah Valley and Weber State also boast strong followings in various sports. Professional sports were introduced into the region beginning with the relocation of New Orleans Jazz from 1979 – now one of NBA’s premier franchises through 1980, 1990s and early 2000s – to Salt Lake in 1979 – eventually becoming one of NBA’s most beloved and lucrative franchises throughout these eras. Major League Soccer (MLS) arrived to Utah with Real Salt Lake, which now attracts an average attendance of 20,291 per game plus revived Utah Royals NWSL team which began operations again since 2024! Major League Soccer brought Major League Soccer (MLS). MLS was introduced with Real Salt Lake’s debut that year as Real Salt Lake began hosting Real Salt Lake MLS games before expanding further by adding Utah Royals NWSL team revived since 2024! The Royals first game drew 20,370 fans – setting a state record. 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However, with more and more people opting to be self-sufficient when it comes to their home life and travel needs. So I hereby give an official invitation for you all to experience something amazing here on The Green Planet Earth… Smith is an alumni of Brigham Young University (BYU). Both RSL and Royals are owned by him along with Philadelphia 76ers/New Jersey Devils managing partner David Blitzer, while Salt Lake City will join Athens/Beijing/London/Los Angeles/Paris as one of only six cities to have hosted multiple Winter Olympic Games when Winter Olympic games return in 2034. Utah State’s Eric Schulz believes Utahns love sports like no other state does and believes the pattern will follow that seen in Denver: Nuggets and Broncos initially, followed by Rockies and then Avalanche teams coming. Over the past 20 years, Utah has experienced remarkable growth through people moving in from other parts of the country – witness Las Vegas where few predicted such incredible success from an NHL hockey team based there! “Armstrong announced that Utah Hockey Club collected more than 30.000 season ticket deposits.” At 32,000 deposits, this figure mirrors that of Seattle Kraken who collected nearly 32,000 prior to their inaugural season in 2014. Armstrong noted that they felt very optimistic in terms of finishing as both top-20 revenue team and ticketing team this season despite playing at an arena designed primarily for basketball with approximately 5,000 obstructed view seats. Armstrong stated, “I don’t know much about perception, but all you see on the ground is growth around you. Hockey culture plays a huge role in Greater Salt Lake and Utah communities alike.” Hardworking, honest, passionate individuals that strive for team and state pride; I think these attributes account for our response with season ticket deposits. “THERE WILL ALWAYS BE CHALLENGES ALONG THE WAY. Karl Malone and John Stockton helped establish an incredible legacy among Jazz fans that remains so compelling today; tapping into that fandom became an immediate priority of Utah Hockey Club.” After playing their final regular season game in Arizona, the Coyotes flew directly to Salt Lake City for their homecoming where they were met by over 12,000 fans at Delta Center. Prior to leaving Arizona for Salt Lake, club organizers conducted an online poll so fans could vote on future team names. In June, the SEG revealed 520,000 fans had participated before narrowing it down to six potential options. Utah does not yet have its official mascot but some fans have taken advantage of dressing in costume while attending games as their choice mascot. Chris Barney, president of revenue and commercial strategy of Smith Entertainment Group, explained how their club plans on marketing itself to all target groups. But they’re looking to attract younger fans in order to build generational loyalty – an initiative which includes developing a youth hockey program. Over the past three decades, several NHL clubs in nontraditional markets — particularly Western Conference teams — have used outreach programs as part of their strategy for drawing new, young fans to hockey. Their immediate aim has been to promote more diversity. Utah Hockey Club’s plan stands out by using their relationship to the Jazz as the centerpiece for success in creating future season ticket holders. The Junior Jazz is one of the NBA’s largest youth basketball programs with more than 60,000 participants across Utah, Arizona, Idaho, Montana, Nevada and Idaho. According to Barney – himself having participated as part of this youth program – they provide around 1,800 tickets at every home game specifically designated for Junior Jazz participants. “Our aim is to build a youth hockey program wherein a future Auston Matthews emerges as the product of Salt Lake City using our infrastructure,” Barney stated. “That might be one of the most significant outcomes. Development and execution are at the top of our to-do lists for our five-year strategic plan, but Auston Matthews of Maple Leafs fame was introduced to hockey after attending Coyotes games as a child. Dan Hamilton-Imagn ImagesBarney noted that county recreation departments serve as incubators for youth who go on to play sports within their local community. SEG already enjoys strong relationships in place through the Junior Jazz; now they want to build off that success when introducing ice and street hockey into Utah communities. According to USA Hockey membership numbers for 2018, Utah had 4,8669 registered male and female players. Of those 4,869 registered players in Nevada in 2016-17 – before the arrival of the Golden Knights – 3,168 were younger than 18 and 2,073 under 14 (statewide total: 1,699). 2023-24 saw 5,560 men and female players combined, including 2,861 under-18 players. “Everyone is fully committed,” Barney asserted, adding, “there won’t be a slow build-up. Everyone wants in.” “ANOTHER CHALLENGE of building a fan base lies within Salt Lake City and Utah as a whole as they develop. However, growth does not come cheap, leading to a dichotomy among franchises operating there in 2024.” Furlong said Utah “has experienced steep real estate costs increases.” “Consumers in Utah experience real financial pressure due to overpriced goods and a challenging housing market, so having items available free or cheaply is highly desired; more so the cheaper your solution, the greater its success will be.” However, someone like Ryan Smith may be trying to appeal to those in the tech community with unlimited funds. “While most fans would want a cheap experience due to other considerations, tech people see this destination as something special.” Chris Hartweg is the publisher and CEO of Team Marketing Report, which publishes and produces its Fan Cost Index as part of an effort to measure what it would cost a family of four to attend a sporting event. According to Chris, recent history shows that new teams – whether expansion or relocation — typically cost more when debuting than what was considered the league average when they began operations. He noted that Nashville Predators (1998-99), Columbus Blue Jackets (2000-01) and Minnesota Wild (2000-01) all came within three percent above league-average ticket prices in their inaugural seasons – these represent recent outliers within NHL history; Atlanta Thrashers were 34% above. Vegas Golden Knights (2017-18) and Seattle Kraken (2021-22) each experienced 30-58% higher dynamic pricing rates compared to 2017-18 seasons, according to Hartweg’s estimates. “With dynamic pricing, (teams) know where all their price points lie; they know they must sell an increased volume of season tickets if they go beyond this point,” Hartweg explained. Utah executives understand what their maximum profits could be before diminishing returns take place; that was what happened with Seattle Kraken.” Utah executives will take note of any lessons from recent NHL entrants such as Seattle Kraken. Christopher Mast/NHLI via Getty ImagesHartweg noted how the Kraken were able to decrease prices during their second season but still charge premium pricing due to two main factors which apply equally well with Utah Hockey Club: being new team and venue-dependent. If this becomes reality for UHC in 2027 when Delta Center renovation project concludes, prices might skyrocket again once renovated ticket inventory comes available on secondary markets. These sites list the least-expensive ticket for their game against Vegas on November 15 as $119.67; composite lower bowl tickets with unobstructed views cost just $248. “When a new team arrives, it is like Christmas Day!” Schulz exclaimed. “They can come into the theatre and purchase premium seats at wholesale rates to resell on the secondary market at a profit. Once in possession, all they need to resell a quarter of a season for them to have made back their initial investment.” “Having made it this far in UHC fans have been nothing less than enthusiastic. Jamie Sabau/Getty ImagesBarney said his franchise employs a long-term plan when it comes to ticket pricing for fans from various economic backgrounds, citing how adding 6,000 unobstructed seats once Delta Center renovation is completed would assist in making UHC more accessible for fans from different economic backgrounds. Community partners need to collaborate closely in order to distribute UHC tickets among fans from underrepresented groups so they may also have access. Furthermore, Barney plans on selling those seats known as partial ice or “single-ice,” in reference to steep angles behind goals — starting at $19 for individual games. “Our aim is to be as strategic as possible with ticket distribution,” noted Barney, who hails from Kaysville nearby. “Ensuring concessions remain more cost-efficient for guests was also essential.” Hartweg noted it’s common practice among teams to provide more cost-efficient food and beverage offerings to offset ticket costs.” He noted there may be places offering $5 beers, though those offering this deal might only offer it in the 700 section. Delta Center provides what’s called its Mountain Menu as fan-friendly pricing option in which bottles of water cost $2 with hot dogs, ice cream cones nachos and popcorn all costing just three bucks more per item. Chick-fil-A was another option available to visitors of Salt Lake City, offering 30 nuggets for $30 as part of an order of chicken sandwich and waffle fries that cost $16 each. “I think it is well worth the price,” Christian Priskos, born and bred in Salt Lake City said: “Our Tier-1 NHL team plays here and I would consider myself lucky that my home town offers such quality services!” Salt Lake isn’t simply growing its economy – with local businesses, bars and restaurants opening shop – it’s also expanding the social scene – people may say Salt Lake is sleepy town but that simply isn’t true! We don’t mind having fun here! “Utah Hockey Club fans may find food and beverage prices unfamiliar at first, yet these are what Jazz fans have grown accustomed to over time. SEG can utilize elements from its playbook in running the Jazz to serve Utah hockey fans more effectively. 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Armstrong and Barney discussed fan engagement by noting how attending an Utah Hockey Club game at Delta Center might be new experience for many people in their areas; currently the Jazz are rebuilding, yet have sold out 296 consecutive home games! Delta Center can seat 18,306 fans for basketball games and over 14,000 attended a preseason basketball game less than 24 hours prior to UHC’s inaugural matchup at Delta Center less than 24 hours ago, suggesting demand could help determine its long-term success in Salt Lake City and Utah as whole. Armstrong mentioned how historically engaged fans throughout Salt Lake City and Utah could also help contribute towards UHC being successful over time. Armstrong noted there have been many Utah residents unable to experience live sporting events due to the Jazz’s selling-out streak of games, giving people another opportunity to access this world-class venue in Salt Lake that had previously been unavailable through them. “Now with our product they now have that chance.”