In the heart of Salt Lake City, a new force is rising in the world of professional hockey. The Utah Hockey Club (UHC) has set its sights on not just surviving, but thriving in a state that’s better known for its NBA team and winter sports. With an ambitious plan that combines community outreach, youth development, and a fan-first approach, the UHC is determined to carve out its place in Utah’s sports landscape.
Building a Hockey Culture from the Ground Up
One of the key challenges facing any new sports franchise is establishing a loyal fan base. For the UHC, this means not just attracting hockey enthusiasts, but also creating new ones. Club president Chris Armstrong acknowledges the unique opportunity they have to shape the sport’s future in Utah:
It’s a unique moment in time where we’re building something new from the ground up, and we get to do it with everybody here. That’s why we see a successful and thriving future.
– Chris Armstrong, Utah Hockey Club President of Hockey Operations
To achieve this, the UHC is focusing heavily on youth programs and community engagement. By partnering with local schools and recreation departments, they hope to introduce the sport to a new generation of fans and players. The long-term goal? To have a Utah-born NHL star who got their start in the UHC’s youth system.
Tapping into Utah’s Love for Sports
While hockey may be new to many Utahns, a passion for sports certainly isn’t. The state has a rich history of supporting its teams, from the Jazz’s decades of success to the fervor around college athletics. UHC CEO Ryan Smith believes this bodes well for his club’s future:
Utah is crazy for sports. I think it will probably be the same pattern that Denver had—the Nuggets and Broncos were there first, then the Rockies and Avalanche came later. There’s been a lot of growth in Utah, with people coming from other parts of the country.
– Ryan Smith, Utah Hockey Club CEO
The UHC is betting that as more transplants arrive in Utah, they’ll bring their love of hockey with them. Combined with the club’s efforts to grow the game locally, it could create a perfect storm for the sport’s expansion.
Navigating the Challenges of a New Market
Of course, success is far from guaranteed. The UHC will have to grapple with some unique challenges, including:
- Competing for fans’ attention and dollars in a crowded sports market
- Navigating Utah’s rising cost of living and desire for affordable entertainment
- Building a dedicated fan base from scratch, without the benefit of generations of tradition
To address these issues, the club is focusing on providing value and accessibility. From affordable ticket options to family-friendly concessions pricing, they’re working to make the game accessible to fans from all walks of life.
They’re also leveraging their connection to the Utah Jazz, tapping into the NBA team’s extensive youth basketball network and community ties. As Chris Barney, president of revenue and commercial strategy for Smith Entertainment Group, explains:
We’re all in. We’re not going to dip our toe in. We have a five-year strategic plan, and developing and building [youth hockey] out is darn near the top.
– Chris Barney, President of Revenue and Commercial Strategy, Smith Entertainment Group
The Road Ahead
As the UHC embarks on its inaugural season, there’s a palpable sense of excitement and potential in Salt Lake City. The pieces are in place for the club to make a splash both on and off the ice, with a talented young roster and a ambitious growth strategy.
But perhaps more important than wins and losses is the deeper impact the UHC could have on Utah’s sports culture. By bringing hockey to the forefront and investing in the next generation of fans and players, they have a chance to shape the state’s athletic identity for years to come.
It’s a tall order, but one the club’s leadership seems ready to embrace. As Ryan Smith puts it:
We proved every single person wrong about building tech here and achieving success in Utah. Now we’re fighting for a bigger cause with the UHC—and when you do that, it’s incredibly gratifying. That’s what keeps us going.
– Ryan Smith, Utah Hockey Club CEO
Only time will tell if the Utah Hockey Club can achieve its lofty goals. But one thing is certain: they’re not content to be a footnote in Utah’s sports history. With a bold vision and a commitment to doing things the “Utah way,” they’re ready to make their mark on the state’s athletics scene—one slapshot at a time.
