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Photo by Ben Hensley | Fresno Falcons’ Media Consultant Brian Flores speaks at a May 6 press event announcing the return of hockey to the Selland Arena.<\/p>\n
Before the puck even drops, the return of the Fresno Falcons is generating momentum in Downtown Fresno.<\/p>\n
\nProfessional hockey is set to return to Selland Arena this October for the first time in nearly two decades, with the Falcons joining the New York-based Federal Prospects Hockey League under a five-year agreement announced by city officials and league representatives last week.<\/p>\n
\nThe franchise\u2019s ownership group has not been publicly identified, but the organization is already selling season ticket deposits, promoting merchandise giveaways on social media and seeking partnerships with local businesses ahead of its inaugural season. An attempt to reach the Falcons about what types of businesses they are looking to partner with was unsuccessful.<\/p>\n
\nSelland\u2019s moment<\/p>\n
\nDespite unanswered questions about ownership at the news conference, the opportunity for Selland Arena to land an anchor tenant was too appealing to pass up.<\/p>\n
\n\u201cI was extremely elated at the opportunity,\u201d said Marc Solis, executive director of the Fresno Convention and Entertainment Center for venue operations firm VenuWorks. \u201cHockey hadn\u2019t been in our region in 17 years, and the opportunity to get it back was just \u2014 I couldn\u2019t pass it up.\u201d<\/p>\n
\nSolis, who previously worked in sports marketing with minor league hockey organizations before entering venue management, said response following the May 6 announcement has been \u201cextremely overwhelming.\u201d<\/p>\n
\nThe revived Falcons will play a 28-game home schedule at Selland Arena, which Solis described as a natural fit because the venue already had an existing ice plant and infrastructure designed for hockey.<\/p>\n
\nArena upgrades underway<\/p>\n
\nThe city is investing in arena upgrades that include a new center-hung video board, new hockey glass, updated concession areas and operational improvements designed to allow faster conversions between hockey games, concerts and other events. Solis said additional changes are in the works that he declined to detail but expects will excite fans.<\/p>\n
\nHe noted that the Falcons could become an anchor tenant capable of helping drive year-round activity in Downtown Fresno.<\/p>\n
\n\u201cHockey is able to come in a timeframe when the Fresno Grizzlies season is over for the most part,\u201d Solis said. \u201cSo I think it\u2019s just a continuation of bringing people into the downtown area.\u201d<\/p>\n
\nThe announcement fits a pattern of city officials and downtown advocates using sports and entertainment projects as economic development tools aimed at increasing foot traffic, hotel stays and restaurant activity \u2014 a strategy also apparent in Fresno\u2019s pursuit of a professional soccer stadium tied to the United Soccer League in the downtown or Chinatown area.<\/p>\n
\nNostalgia and neighborhood<\/p>\n
\nFor downtown leaders, the Falcons\u2019 return taps into both economic goals and memories of a more vibrant sports scene.<\/p>\n
\n\u201cIt\u2019s great when we\u2019ve got more and more activities going on all throughout the month downtown,\u201d said Elliott Balch of the Downtown Fresno Partnership. \u201cCertainly for those of us who were growing up in Fresno in the \u201980s and \u201990s, the Falcons were an institution.\u201d<\/p>\n
\nBalch said the Downtown Partnership hopes to create a strong game-day experience around the arena once the season starts.<\/p>\n
\nSolis said that nostalgia is already helping build support for the team.<\/p>\n
\n\u201cSince the announcement, I\u2019ve had so many people tell me that it just rekindles a lot of great emotion that they had in years past, when they were either as a child or as a young adult going to the Fresno Falcons games,\u201d Solis said.<\/p>\n
\nBusiness alignment<\/p>\n
\nThe early enthusiasm is translating to sponsorship outreach. The Falcons have begun promoting partnerships and encouraging companies to align with the franchise. Solis said hockey\u2019s fan base has historically been among the most loyal in minor league sports.<\/p>\n
\n\u201cIf your brand is affiliated with a hockey team, there\u2019s a high affinity that fan is going to have to your product,\u201d Solis said. \u201cThey know you\u2019re supporting their local hockey team.\u201d<\/p>\n
\nThe return of hockey also aligns with broader changes underway at the Fresno Convention and Entertainment Center under VenuWorks, which took over operations earlier this year. Solis, hired in February to lead the complex, has made attracting mid-sized sporting events, concerts and conventions a stated priority to drive downtown visitation and hotel demand.<\/p>\n
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