The NHL in Arizona can work. But the Coyotes brand would benefit from a step back to refocus, reorganize and relaunch in a few years after likely relocating to Salt Lake City, says Adam Proteau.
In life and in business, a brand can get stale or negative.
Many of us remember “New Coke.” Despite the brand power the soft drink giant had amassed over decades, it nearly went down the drain over that marketing mistake. It wasn't until "Coke Zero" before they had another win.
This is what comes to mind when we think of the Arizona Coyotes. Over the years, the Coyotes have been mismanaged, and their letdowns have led us to where we are today – with the franchise potentially relocating to Salt Lake City. And on Friday night, reports from PHNX Sports' Craig Morgan, Sportsnet's Elliotte Friedman and ESPN's Emily Kaplan said the Coyotes players were told the team will indeed be going to Utah; however, there is "still work to do." TSN's Pierre LeBrun added that sources told him there are still major issues to figure out in this "complicated transaction."
This isn’t to say the Coyotes haven’t had bright spots in their existence. There was that trip to the Western Conference final in 2012. And the White Out. Indeed, current Coyotes GM Bill Armstrong has wisely committed to building his current roster through the NHL draft and has the second-best prospect pool, according to The Hockey News' Future Watch 2024 issue.
However, relocating the franchise to Salt Lake could be an excellent opportunity to hit the “refresh” button on the Coyotes brand and take a breather — at least until the NHL decides to expand again and the state gets awarded another chance at a hockey team.
Maybe then, the Coyotes 2.0 will be able to thrive in the desert.
It's not like the Coyotes name is going to Salt Lake City. Prospective Salt Lake City team co-owner Ryan Smith is already canvassing fans regarding what a new name for an NHL team in Utah ought to be.
That's the kind of talk of someone very confident he will own an NHL franchise sooner rather than later. The league under commissioner Gary Bettman normally would pooh-pooh speculation of this nature, but absent that public hesitancy that’s always been part of Bettman’s approach to teams either relocating or being added via expansion, we fully believe Salt Lake City is going to be hosting an NHL team one way or another.
If the league does turn the page on the Coyotes era, we shouldn’t hear the name for some time. Let the Coyotes brand fade into history for a little while. Give the Arizona market time to develop nostalgic feelings for the brand and light a new fire.
Then, maybe two-to-four years from now, if the NHL expands the league to 34 teams, there can be a big push to get Arizona a franchise again. At that point, team ownership can capitalize on those feelings of nostalgia by resuscitating the brand and reconnecting fans with the Coyotes name.
Even if they win the land auction in Phoenix and build a new arena, they'd likely still have to play in Mullett Arena until then with a 4,600-seat capacity for NHL games. But if there’s a break for the Coyotes, the team can make the most of it by taking a breather, refocusing on a relaunch of the brand years from now and starting again with a new organization and rink.
The NHL’s course of action in Arizona is becoming clearer and clearer with each passing day. And it looks like the league is coming to terms with the Coyotes' negative situation and making plans to live without it for some time.
It does sting for Arizona hockey fans — some of whom include Maple Leafs' Auston Matthews and Matthew Knies — but it shouldn't be the worst news in the world. If Bettman and the 31 other team owners choose to hit the reset button on this market, they’re probably doing so with an eye toward the future and a second chance for Alex Meruelo and/or whatever ownership group resurfaces a handful of years from now.
Hopefully, there won't be any distractions and fans can focus on some high-caliber hockey.
If it’s true that time heals all wounds, time away for the Coyotes brand could ultimately be what’s best for all involved with it. Let Salt Lake City start its NHL days with a new team name, and let the Coyotes rise from the ashes with a rehabilitated brand.
Story updated at 10:45 p.m. ET, April 12