Salt Lake City, Utah, is set to welcome a new NHL team, with the franchisee revealing plans to temporarily use the name “Utah” until a permanent identity is decided upon. The team, formerly the Arizona Coyotes, is transitioning to Salt Lake City under the ownership of Ryan Smith.
Smith Entertainment Group, the new owner, aims to rebrand the team with the help of ad agency Doubleday & Cartwright. While the team will initially be known as Utah, efforts are underway to finalize a new name and logo that align with the spirit of the region.
With a quick relocation timeline and the potential for a placeholder name in the first season, the focus remains on facilitating the move of players and staff to Utah. Attention is also on establishing a strong presence within the state and integrating the team into the community.
Renovations are planned for Delta Center, the potential home arena for the team, which also hosts the NBA’s Utah Jazz. Smith envisions a dual-sport arena that maximizes the spectator experience, aiming to have a seating capacity of around 17,500 for hockey games.
Building Utah into a hockey market poses a challenge, but existing infrastructure and a thriving youth hockey program provide a foundation. Former NHL player Ken Sabourin highlights the importance of on-ice success in generating fan interest in the team.
Smith remains confident in the market potential, noting Utah’s history of strong attendance at sporting events. The organization’s early success is evident in the substantial number of season-ticket deposits received shortly after the team’s relocation announcement.
As the team’s journey unfolds, the eyes of the hockey world will be on Salt Lake City as it embraces its new NHL franchise, poised to make its mark in Utah’s vibrant sports landscape.