Atlanta’s relationship with the National Hockey League has been a story of fleeting excitement and ultimate disappointment. The city has embraced professional hockey twice. First, with the Atlanta Flames in the 1970s. Later, with the Atlanta Thrashers in the early 2000s. Both franchises eventually relocated to Canada. This history naturally leads to the question: Can Atlanta finally sustain an NHL team with a third attempt? Or is the city destined to remain a hockey enigma? This report will delve into the history of Atlanta’s previous NHL ventures. It will analyze the factors that contributed to their departures. It will also examine the current sports market and economic landscape of Atlanta. Finally, it will assess the potential for a new team to succeed where its predecessors faltered.

Chapter 1: Echoes of the Past – The Atlanta Flames Story

The journey of NHL hockey in Atlanta began on November 9, 1971. This was marked by the founding of the Atlanta Flames as an expansion franchise. The team’s inception in the 1972-73 season was part of the NHL’s strategic efforts. The league aimed to counter the emergence of the rival World Hockey Association (WHA). This preemptive expansion by the established league aimed to secure markets and players. This indicates that Atlanta’s selection might have been influenced more by the competitive landscape. It might not have been driven by an overwhelming local demand for hockey. The franchise was awarded to Atlanta real estate developer Tom Cousins. He also owned the Atlanta Hawks of the National Basketball Association. The initial investment for the team was $6 million. The moniker “Flames” was chosen as a tribute to the burning of Atlanta during the American Civil War. This was an early attempt to connect the team with the city’s history.  

The Atlanta Flames called the Omni Coliseum home, a newly constructed arena that also housed Cousins’ Atlanta Hawks . The Omni was noted for its unique design. It fit between existing railroad tracks and offered good sightlines . However, the shared tenancy with the more established Hawks could have presented challenges. Scheduling conflicts might have limited the Flames’ opportunities to cultivate a distinct identity. Arena management may have prioritized the basketball team, affecting the game-day experience for the Flames.  

On the ice, the Flames demonstrated a degree of competitiveness. They qualified for the playoffs in six of their eight seasons in Atlanta. This occurred from the 1975-76 season through their final year in 1979-80. However, this regular-season success did not translate into postseason victories. The team never advanced beyond the first round of the playoffs. They amassed a disappointing playoff record of only two wins and fifteen losses. Despite the lack of deep playoff runs, the Flames did see individual player achievements. Eric Vail and Willi Plett both earned the Calder Memorial Trophy as the NHL’s top rookie. Bob MacMillan received the Lady Byng Memorial Trophy for sportsmanship. These individual accolades, while positive, were insufficient to ignite sustained fan passion in the absence of team playoff success.  

Initial fan support for the Flames was promising. In their inaugural 1972-73 season, the team averaged a respectable 12,516 fans per game. This attendance peaked in their second season (1973-74) at an average of 14,161. The team also sold nearly 7,000 season tickets in their first year, indicating a dedicated early fanbase. However, this initial enthusiasm waned over time. By the 1979-80 season, average attendance had declined to approximately 10,000 per game. There was an attempt to revitalize attendance in 1980. The signing of Jim Craig, the goaltender from the “Miracle on Ice” U.S. Olympic team, was part of this effort. However, it proved unsuccessful.  

The decision to relocate the Flames to Calgary in June 1980 was primarily driven by financial considerations. Owner Tom Cousins cited significant financial losses. He also mentioned consistently low attendance as the key factors in his decision to sell the team. The economic downturn of the late 1970s also impacted Cousins’ personal finances, potentially making him more inclined to divest. The Omni Coliseum itself was a significant disadvantage for the Flames. It lacked the lucrative luxury suites. These suites were becoming increasingly important for NHL teams to generate revenue. Furthermore, the team never managed to secure a major television contract, further limiting their revenue streams. Concerns about the team’s long-term viability due to low attendance had even surfaced as early as 1976. Faced with these challenges, Cousins chose to sell the franchise to Nelson Skalbania. Skalbania was a Canadian entrepreneur who purchased the team for a then-record price of $16 million. Indicative of the financial struggles, Cousins reportedly offered the Flames to Ted Turner as a “gift.” Turner, who owned the Hawks and Braves, declined the offer. This suggested a lack of confidence in the team’s financial prospects under the prevailing conditions.  

Table 1.1: Key Statistics of the Atlanta Flames (1972-1980)

Season	Average Regular Season Attendance	Playoff Appearances	Playoff Result
1972-73	12,516	No	Did not qualify
1973-74	14,161	Yes	Lost Quarterfinals (0-4 vs. Flyers)
1974-75	13,347	No	Did not qualify
1975-76	12,258	Yes	Lost Preliminary Round (0-2 vs. Kings)
1976-77	12,208	Yes	Lost Preliminary Round (1-2 vs. Kings)
1977-78	10,500	Yes	Lost Preliminary Round (0-2 vs. Red Wings)
1978-79	10,884	Yes	Lost Preliminary Round (0-2 vs. Maple Leafs)
1979-80	10,024	Yes	Lost Preliminary Round (1-3 vs. Rangers)

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Chapter 2: The Thrashers’ Tale – A Second Chance Fails to Ignite

The NHL returned to Atlanta on June 25, 1997. The city was granted an expansion franchise. This franchise began playing in the 1999-2000 season as the Atlanta Thrashers. This marked a new chapter in Atlanta’s hockey history, offering hope for a more enduring presence. The team’s name is “Thrashers.” It was chosen to honor the brown thrasher, Georgia’s state bird. This name represents a more direct attempt at local identification compared to the Flames. The Thrashers’ initial ownership was local. Media mogul Ted Turner, who also owned the Atlanta Braves baseball team, led it. Turner also owned the Atlanta Hawks basketball team. This local ownership by a well-known figure like Turner initially showed a stronger commitment to the Atlanta market. It also indicated a better understanding of its dynamics.

The Thrashers played their home games in the newly built Philips Arena (now State Farm Arena). It is located on the very site of the former Omni Coliseum. This modern arena offered a significant upgrade over the Omni. It boasted luxury suites and other amenities necessary for enhanced revenue generation. These features addressed a key financial limitation faced by the Flames. However, similar to the Flames, the Thrashers shared the arena with the Atlanta Hawks. This sharing could have presented some scheduling and prioritization challenges.  

On the ice, the Thrashers largely struggled throughout their eleven seasons in Atlanta . They managed to qualify for the playoffs only once. This was in the 2006-07 season. They were quickly swept in the first round. The team had high-level draft picks. There were two first overall selections: Patrik Stefan (1999) and Ilya Kovalchuk (2001). However, they failed to build sustained success. In fact, the 1999 NHL Entry Draft is widely considered a major disappointment for the franchise. While they experienced a few winning seasons, consistent on-ice performance remained elusive. This lack of sustained success undoubtedly hampered their ability to cultivate a deeply invested and loyal fanbase.  

The Thrashers experienced a promising start in terms of attendance. Their inaugural season in 1999-2000 saw an average of 17,206 fans per game, ranking 11th in the league . They sold a strong 12,000 season tickets in their first year. This indicates a solid initial level of fan support. However, similar to the Flames, this initial enthusiasm eventually waned. Over the years, average attendance gradually declined, reaching 13,469 in their final season of 2010-11. Reports even indicated lower attendance figures in their later years, with some games drawing fewer than 10,000 spectators.  

The Atlanta Thrashers were sold to True North Sports & Entertainment in May 2011. They were relocated to Winnipeg and became the second iteration of the Winnipeg Jets. This marked the second time Atlanta lost an NHL franchise to a Canadian city. Majority owner Michael Gearon publicly stated that the team was seeking new investors. The team faced significant financial losses. These losses were estimated at $130 million since 2005. The primary catalyst for the Thrashers’ demise was the dysfunctional ownership of Atlanta Spirit, LLC. They purchased the team from Time Warner in 2003. This ownership group focused more on their basketball franchise. They also prioritized Philips Arena. This led to neglect and underinvestment in the Thrashers. Internal disputes and numerous lawsuits among the partners of Atlanta Spirit further destabilized the franchise. The NHL, recognizing the untenable situation, reportedly facilitated the sale to True North Sports & Entertainment in Winnipeg. Interestingly, around the same time, the NHL was actively trying to prevent the Phoenix Coyotes from relocating. This suggested a different level of commitment to the Atlanta market under the Atlanta Spirit’s ownership.  *Off-topic but the NHL should have looked into moving Phoenix at the same time.*

Table 2.1: Key Statistics of the Atlanta Thrashers (1999-2011)

Season	Average Regular Season Attendance	Playoff Appearances	Playoff Result
1999-00	17,206	No	Did not qualify
2000-01	15,262	No	Did not qualify
2001-02	13,668	No	Did not qualify
2002-03	13,476	No	Did not qualify
2003-04	15,121	No	Did not qualify
2005-06	15,550	No	Did not qualify
2006-07	16,240	Yes	Lost Conference Quarterfinals (0-4 vs. Rangers)
2007-08	15,831	No	Did not qualify
2008-09	14,626	No	Did not qualify
2009-10	13,607	No	Did not qualify
2010-11	13,469	No	Did not qualify

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Chapter 3: Unpacking the Failures – Lessons from History

The demise of both the Atlanta Flames and the Atlanta Thrashers offers valuable lessons. These are important for any future attempt to establish NHL hockey in the city. While distinct in their circumstances, both franchises ultimately succumbed to a combination of factors.

Ownership issues played a significant role in the fate of both teams. For the Flames, owner Tom Cousins faced increasing financial pressures. These were due to a downturn in the real estate market in the late 1970s. Rising player salaries also compounded this issue. The competition from the WHA spurred these salaries. His primary business focus was real estate. These external pressures likely diminished his capacity. They also reduced his willingness to sustain the hockey team long-term. In contrast, the Thrashers suffered from internal issues within the Atlanta Spirit ownership group. Their focus was mainly on the Atlanta Hawks basketball team. Internal conflicts and protracted legal battles plagued the group. These issues diverted attention and resources away from the hockey franchise. These legal entanglements even resulted in substantial financial costs. The contrasting nature of these ownership problems underscores the critical need for stable, well-financed ownership. Genuine commitment is also essential for any professional sports team to thrive.  

The arenas also presented challenges. The Omni Coliseum, home to the Flames, was centrally located. However, it lacked modern revenue-generating amenities. Luxury suites, in particular, were becoming essential in the NHL. Its structural issues related to Atlanta’s climate further compounded its limitations. Philips Arena, the Thrashers’ home, was a modern facility and should have provided a significant advantage. However, both NHL teams shared their arenas with the Atlanta Hawks. This situation might have relegated hockey to a secondary status. It affected both scheduling and promotional focus. The current proposals for suburban arena locations for a potential third team suggest a strategic reconsideration. It aims to find the optimal location for attracting hockey fans in the Atlanta metropolitan area.  

Fan engagement and building a strong hockey culture proved to be persistent challenges for both franchises. Hockey has traditionally held a smaller share of the sports landscape in the South compared to other major sports. Both the Flames and the Thrashers struggled to consistently draw fans, especially during periods of poor on-ice performance. Atlanta’s significant transplant population often retained their allegiances to teams from their previous home regions. The Thrashers tried to appeal to Atlanta’s diverse population, including the Black community. However, these efforts alone were insufficient to build a broad and deeply invested fanbase. Consistent on-ice success and sustained engagement were also necessary.

Finally, both NHL teams faced considerable competition. Atlanta has established successful franchises in Major League Baseball (Braves). The National Football League (Falcons) and the National Basketball Association (Hawks) also contribute to the intensified competitive landscape. The Atlanta Braves, with their long history and multiple championships , command a particularly strong and loyal following. Any new NHL team in Atlanta must carve out its own niche in this competitive sports market. They need to attract fans who may already be deeply invested in other local teams. Atlanta United’s recent success in Major League Soccer offers valuable insights. It shows how a new team can successfully establish itself in the landscape. These insights could be beneficial for a future NHL endeavor.  

Chapter 4: The Atlanta Sports Market Today – A Landscape Transformed?

The Atlanta sports market has undergone a significant transformation since the departure of the Thrashers in 2011. The Atlanta Braves and the Atlanta Falcons continue to succeed. Both teams remain popular, with consistent attendance and passionate fan bases. The Atlanta Hawks continue to have a dedicated following and have benefited from renovations to their home arena . However, the most notable development has been the phenomenal success of Atlanta United FC of Major League Soccer .  

Since their inaugural season in 2017, Atlanta United has become a resounding success story. They have consistently led Major League Soccer in attendance. Often, they draw crowds exceeding 40,000 fans per game. In their record-breaking 2018 season, they even surpassed 53,000. Their home opener in 2025 attracted an impressive 65,520 spectators. This level of fan support dwarfs the average attendance figures achieved by both the Atlanta Flames and the Atlanta Thrashers. Atlanta United achieved on-field success early in their existence. They won the MLS Cup in just their second season in 2018. This strong fan engagement is evident. This early success shows that the Atlanta market can embrace and passionately support a professional sports team. This is true even in a sport that is not traditionally considered part of the Southern sports landscape.  

Atlanta’s major sports teams consistently achieve strong attendance figures. This is particularly true for the remarkable success of Atlanta United in a relatively short timeframe. These facts indicate a robust and engaged sports market with a significant appetite for live sporting events. Atlanta United attracts and retains a large, enthusiastic fanbase. This suggests that the city can support another professional franchise. Capturing the local sports fans’ imagination is key. The lessons learned from Atlanta United’s successful launch are valuable. Its sustained popularity could provide important insights for any future NHL team. These insights would be crucial when considering a move to or expansion in the Atlanta market.

Chapter 5: Assessing the Potential – Demographics and Economic Realities

The Atlanta metropolitan area presents a compelling profile. The demographics and economic conditions could support a new NHL team. Atlanta is the ninth-largest metropolitan area in the United States. It boasts a large and diverse population. This includes a significant number of young professionals and families. The region’s economy is strong. It is also diverse, serving as a major hub for various industries. The area is home to numerous Fortune 500 companies . This economic vitality provides a solid foundation for potential corporate sponsorship and premium seating sales for a professional sports franchise. Furthermore, the Atlanta region has experienced substantial population growth. There is also an increase in disposable income. These changes have occurred since the Thrashers’ departure. This suggests an expanded potential market for sports entertainment.  

The success of Atlanta United in Major League Soccer is remarkable. It is a key indicator of a growing appetite for non-traditional sports in the Atlanta region. This suggests a potential shift in the local sports landscape and a greater openness to embracing hockey. The ECHL’s Atlanta Gladiators continue to operate. This indicates an existing core of dedicated hockey fans within the metropolitan area. Additionally, Atlanta’s large and diverse transplant population includes many individuals from regions with strong hockey traditions. This provides a built-in base of knowledgeable and passionate fans.  

Atlanta’s robust corporate sector is home to major national and international companies. These include Coca-Cola, Delta Air Lines, Home Depot, and UPS. This offers significant opportunities for lucrative corporate sponsorship and partnerships for a new NHL team. The established success of the Braves, Falcons, Hawks, and Atlanta United shows these teams’ ability to secure substantial corporate backing. Atlanta businesses are willing to invest in sports franchises. These franchises can offer strong brand visibility and provide engagement opportunities. This strong corporate environment bodes well for the potential financial stability of a third NHL team in Atlanta.  

Chapter 6: The Road Ahead – Ownership and Arena Considerations

The potential return of NHL hockey to Atlanta has gained momentum. Two distinct ownership groups are expressing serious interest in securing an expansion franchise. This competition for a team suggests a strong underlying belief in the market’s potential. One group is led by former NHL player Anson Carter. He has formally requested the NHL to initiate the expansion process for metro Atlanta. He has secured the support of key local political figures in Alpharetta and Fulton County. The involvement of a former player could bring valuable hockey expertise and credibility to the ownership. The other interested party is Atlanta businessman Vernon Krause. He has proposed an 18,000-seat hockey arena. This arena would be the centerpiece of a large mixed-use development called “The Gathering” in Forsyth County. This model integrates the arena with retail, residential, and entertainment options. It was proven successful with the Atlanta Braves’ Truist Park. Insurance giant New York Life is reportedly a partner in Anson Carter’s ownership group. This indicates significant financial backing for their bid. These competing, well-funded, and locally engaged ownership groups represent a significant positive development. They mark potential progress for the return of the NHL to Atlanta.  

Both proposed arena locations are strategically situated in the northern suburbs of Atlanta. One is in Alpharetta, connected to Carter’s group. The other is in Forsyth County, linked to Krause. These locations are along the Georgia 400 corridor. This represents a deliberate shift from the downtown Atlanta locations of the Omni Coliseum and Philips Arena. This strategy potentially aims to better serve the demographic distribution of likely hockey fans. It also seeks to improve accessibility compared to the often-congested downtown area. Studies have suggested that the northern suburbs of Atlanta contain a significant concentration of potential NHL fans. The proposed development at North Point Mall in Alpharetta (Carter’s group) envisions a comprehensive entertainment destination. It includes a stadium for soccer and lacrosse, a performing arts venue, and an e-sports center. The plan also features practice facilities, as well as retail, dining, hotel, and residential components. Similarly, Vernon Krause’s “The Gathering” in Forsyth County aims to replicate the successful mixed-use model of The Battery Atlanta. This model surrounds the Braves’ Truist Park. It offers a comprehensive game-day experience. This focus on suburban locations shows a modern approach to venue development. Arenas are integrated into larger entertainment districts. This strategy can significantly enhance the fan experience. It can also contribute to the long-term viability of an NHL team in Atlanta.  

Chapter 7: Comparing the Eras – Advantages for a Third Attempt?

Several key advantages emerge for a potential third team. These advantages are evident when comparing the circumstances surrounding the previous NHL attempts in Atlanta with the current environment. The prospective ownership groups appear to be more financially stable. They are demonstrably committed to bringing NHL hockey to Atlanta for the long term. This is a stark contrast to the later instability that plagued the Thrashers. The proposed new arenas in suburban locations are designed to incorporate modern revenue-generating features. These include luxury suites and enhanced fan amenities. This directly addresses a critical weakness of the Omni Coliseum. Perhaps the most significant difference is the demonstrated growth and maturity of the Atlanta sports market. The remarkable success of Atlanta United highlights a significantly increased appetite and capacity for professional sports in Atlanta. This includes non-traditional sports. This growth is in stark contrast to the eras of the Flames and Thrashers. Furthermore, the NHL itself has gained experience with successful expansions in other non-traditional markets like Las Vegas and Seattle. These successful expansions suggest the league has learned valuable lessons about market selection. The league also supports new franchises well.  

These evolving circumstances present several potential advantages that could lead to success for a third NHL team in Atlanta. Strategically located suburban arenas could tap into a potentially more dedicated and accessible fanbase. The experiences and ultimate failures of the Flames and Thrashers teach valuable lessons. These lessons can inform more effective strategies for fan engagement, marketing, and community outreach. The proven success of Atlanta United offers a tangible model. It shows how a new professional sports team can capture the hearts of Atlanta sports fans. It also demonstrates how the team can secure their financial investment. The financial strength of the prospective ownership groups is crucial. Their commitment is also essential for long-term stability and investment in the team’s success. Finally, the NHL understands non-traditional markets better now. Recent successful expansions prove this point. This understanding could lead to better support and guidance for a new Atlanta franchise.  

Chapter 8: Expert Insights – What the Analysts and Journalists Say

Sports business analysts provide various perspectives on the potential for a third NHL team in Atlanta. Hockey journalists also share their views. Many believe that Atlanta can indeed succeed, but emphasize the critical importance of committed and financially stable ownership. Multiple ownership groups actively pursuing a franchise are generally seen as a positive sign. This indicates a genuine interest in the market. Some view the proposed suburban arena locations as a more viable strategy than the previous downtown venues. These locations could potentially cater to a more concentrated base of hockey enthusiasts.  

However, some concerns remain about whether Atlanta has truly become a “hockey town.” There are ongoing challenges of fan engagement in a competitive sports market. The NHL has not formally announced any plans for expansion. However, the significant potential expansion fees being discussed suggest that it remains a future possibility. Atlanta is clearly a market under consideration. Overall, expert opinions lean towards cautious optimism. A strong ownership is necessary. A well-located and modern arena is essential. Effective strategies are crucial for cultivating a passionate and engaged fanbase. The success of Atlanta United is frequently cited as a reason for optimism. However, the past failures of the Flames and Thrashers also temper expectations.  

According to expert analysis, a third NHL team in Atlanta now looks more viable long-term. The prospects appear to be significantly improved. This is especially true compared to the circumstances surrounding the Flames and Thrashers. The successful NHL expansions in Las Vegas and Seattle provide a hopeful precedent for Atlanta. They show that the league can thrive in non-traditional markets under the right conditions. The financial strength and long-term commitment of the eventual ownership group will be the most crucial determinant of success. The location and accessibility of the new arena will play a significant role. The overall fan experience will also help in attracting and retaining a consistent fanbase. Finally, it will be essential to implement effective marketing initiatives. Innovative community outreach will build a strong and loyal following. These strategies will help transcend the traditional hockey demographic.  

Conclusion: A Hat Trick or Another Missed Shot?

Atlanta’s history with NHL hockey is marked by two departures. This leaves a lingering question of whether a third attempt could finally succeed. While the ghosts of the Flames and Thrashers serve as cautionary tales, the current landscape presents a more optimistic outlook. The Atlanta sports market has demonstrably grown and diversified, as evidenced by the remarkable success of Atlanta United. The emergence of multiple committed ownership groups with plans for modern, strategically located arenas signals a significant step forward.

However, the lessons from the past cannot be ignored. Stable and dedicated ownership is essential. A fan-friendly arena experience is crucial. It is also important to make a concerted effort to build a genuine hockey culture within the community. The competition from Atlanta’s established sports teams remains a factor. However, the city’s demonstrated capacity to embrace new franchises offers encouragement. The confluence of a more mature sports market and committed ownership interest is promising for NHL hockey in Atlanta. A league with experience in non-traditional markets suggests success. The third time could indeed be the charm if the right strategies are implemented and sustained.