• Loading stock data...
Tuesday, March 19, 2024
2024 Best Venues nominations are open now through April 8! Submit Now

AHL All-Star Classic Heads West To Celebrate Growing Fanbase

  • AHL takes the mid-season event to the Pacific Coast for the first time.
  • Greater Ontario Convention & Visitors Bureau expects an economic impact of $4.1 million.

The AHL All-Star Classic will hit the west coast for the first time since the league’s major westward expansion in 2015, as the league hopes to give back to a growing region.

The event will be held on January 26 and 27 at the Toyota Arena in Ontario, California. Previously, the furthest west an AHL All-Star Game was held was in 2006 in Winnipeg.

“It’ll be terrific for Ontario, one of the best in terms of commitment to the business side of the game,” said Chris Nikolis, AHL executive vice president of business. “It’s certainly a positive step for us to have an event out west. Not that it needs it, with the last few years of success on the west coast, it doesn’t validate it, but it’s a nice opportunity to give fans support out there and bring an event to them.”

This article is part of an FOS series sponsored by From Now On to examine unique sporting events and how they engage the modern fan.

While the league is excited about further building out its presence in California, the city of Ontario expects the event to be an economic driver of sorts, with a projected economic impact of more than $4.1 million. Nikolis expects the arena to be filled as tends to be the track record for AHL All-Star Games, while the Greater Ontario Convention & Visitors Bureau estimates a crowd of 9,050 fans in the 10,000-seat arena.

“This is a fabulous opportunity to showcase our region and all of our amenities – over 6,000 hotel rooms, a shopper’s paradise, culturally diverse restaurants, and the ease of Ontario International Airport,” said Michael Krouse, the president and CEO of the Greater Ontario Convention & Visitors Bureau.  

Ontario, which is 35 miles east of downtown Los Angeles and part of the Inland Empire metropolitan area, is approaching the AHL’s mid-season exhibition as a tourism boost. The Ontario International Airport even signed on to be the presenting sponsor.

The city’s team, the Ontario Reign, is taking a balanced approach to the event, hopeful it spurs excitement from the local fanbase and shows off the region’s positive attributes, said Steve Fraser, the Reign’s vice president of business operations.

“When you dig into all the details, all the different teams represented and board of governors, people are coming from across the U.S. and Canada, converging on Ontario, California,” Fraser said. “In addition, it’s a huge bonus for our base. Both of those facets, that’s additional revenue we wouldn’t have coming in otherwise.” 

The AHL has been active on social the week – and month – leading up to the event, showcasing the players making the game, the jerseys, and even highlighting former AHL All-Stars making the NHL All-Star Game, like St. Louis Blues goalie Jordan Binnington.

Fraser said attendance for the two All-Star events will be helped along by what is already the league’s largest season ticket member base, filling up nearly half the arena. 

Beyond the on-ice action, Fraser said the AHL All-Star events provide additional opportunities to give back to fans, like Sunday’s Fan Fest and having out a red carpet for the players – something that has been normally weather prohibited in previous AHL All-Star markets. The Fan Fest includes a variety of activities from food trucks and music to a vendor village and games.

The AHL All-Star Classic will air to national audiences in both Canada and the U.S., on TSN and NHL Network, respectively. Nikolis said the five hours of North American TV coverage is a great way to highlight the league’s best players and show hockey fans the quality of play – with more than 90% of AHL All-Stars historically making it to the NHL.

“At the forefront of it all, our players put on a great show,” he said.

The broadcasts are adding extra value for the local franchise as well, as Fraser said the Reign’s sponsorship team had experienced an uptick in revere from existing partners and interest from more regional and national brands excited about the prospect of U.S. and Canadian airtime.

Nikolis said the event is a pretty even split in terms of opportunities coming from the All-Star event for the host team and league, but the big draw does have its benefits for the team.

“When we leave on the 28th, we want everything better than before the event,” he said. “The business of the local franchise is hopefully in a better position with sponsors, local media, and fans.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Sponsored

How Sportradar and the NBA are Partnering to Fuel Fan Engagement

How Sportradar and the NBA are utilizing data to enhance fan engagement
NHL-Gary-Bettman

NHL’s Projected Record Salary Cap Reflects Revenue Surge (and Resilience)

Increased media revenue, rising attendance fuel post-pandemic recovery.
Dallas Stars goaltender Jake Oettinger and center Matt Duchene celebrate after the Stars defeat the St. Louis Blues in the overtime shootout period at the American Airlines Center.

The Dallas Stars Want to Be Part of NHL’s Mexico Movement

The NHL shortlisted Mexico City as a future host city.

Settlement Concludes Latest Challenge of MLB’s Antitrust Exemption

The trial was slated to begin on Nov. 13 before the settlement was reached.
podcast thumbnail mobile
Front Office Sports Today

The Leak That Changed Selection Sunday

0:00
0:00

Featured Today

‘Everybody Was Under Suspicion’: The Day Selection Sunday Was Scooped

In 2016, the ‘Selection Show’ backfired when the bracket was leaked anonymously.
Sep 3, 2023; Seattle, Washington, USA; Orlando Pride forward Ally Watt (11) and Orlando Pride forward Julie Doyle (20) enter the stadium before the game against OL Reign at Lumen Field.
March 16, 2024

So Long, White Shorts: Here’s Why the NWSL’s Uniform Pivot Matters

There’s finally a growing trend to adapt women’s sports to women’s bodies.
exclusive
March 11, 2024

WWE Prez Nick Khan, COO Brad Blum Revealed As Key Figures in Vince McMahon Sex-Trafficking Suit

The two men are described in the suit as facilitating and covering up exploitation.
March 10, 2024

For the ‘Spulu’ Super-Streamer: Lots of Questions, No Good Answers

Big partners, bigger promises, and an unclear operation.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Spotify
Multiple - USA Careers
Nike
Multiple - USA Careers
EA
Multiple - USA Careers

WWE Borrows From UFC, Puts On-Mat Advertising in the Ring

The wrestling outfit is learning from its MMA counterpart’s playbook under the TKO Group.
September 16, 2022

NBA Legend Scottie Pippen Latest Celebrity To Endorse LIV Golf

The former Chicago Bull is part of LIV’s celebrity marketing campaign.
Drew Brees smiling while wearing hat
December 2, 2022

Drew Brees, PointsBet Pull Off Elaborate Lightning Publicity Stunt

The video racked up over 2 million views in about 12 hours.
Sponsored

How Daily Fantasy Sports Solved NBA Fantasy

The remarkable growth of the #1 Discord sports server in the world.
al michaels and kirk hergstreit
September 15, 2022

Amazon’s Advertising Blitz Ahead Of First ‘Thursday Night Football’

‘Thursday Night Football’ has launched massive marketing takeover ahead of Chiefs-Chargers.
June 21, 2022

NBA Finals Broke Records on Social Media

The NBA closed out the season with a bang on social media, eclipsing 2 billion video plays for a 19% increase over last year.
June 21, 2022

Gallo Winery Could Be New Player For Super Bowl Spots

Anheuser-Busch is giving up Super Bowl alcohol exclusivity for first in decades. NFL sponsor E. & J. Gallo Winery might step up with own commercials in the Big Game.
June 13, 2022

NBA’s Latest Floating Court Hits London’s River Thames

Hennessy continued their global initiative with the NBA by creating a floating court in the River Thames.