Featured image credit: Klim Musalimov on Unsplash
A fresh proposal has been put forward to attract an NHL expansion franchise to the Atlanta metro area, with the suburb of Alpharetta earmarked as the destination for a sports and entertainment complex underpinned by a Frank Gehry-designed arena.
In continuation of talks dating back to 2019, Alpharetta Sports & Entertainment Group (ASE Group) yesterday (Tuesday) issued a formal request to the National Hockey League (NHL) calling on it to commence an expansion process aimed at bringing a franchise back to Atlanta.
Former NHL player Anson Carter, who is co-chair of the NHL’s Player Inclusion Coalition and works as a broadcaster on League coverage, has set out an ownership consortium for the venture. “I’ve lived in Atlanta since 2009, and I have no doubt that the best league in the world will thrive in its return to Metro Atlanta,” said Carter.
“The ASE Group is a hockey-first ownership team, which will include partners Neil Leibman (Top Tier Sports), Peter Simon (Simon Sports), and Aaron Zeigler (Zeigler Automotive Group), all of whom have a tremendous passion for our sport.
“I have been in dialogue with (NHL) commissioner (Gary) Bettman since 2019 about an expansion team returning to the Fulton County Metro Atlanta market, knowing that NHL franchise decisions are exclusively decided by the NHL Board of Governors.
“The ASE Group is also delighted to partner with New York Life, a Fortune 100 company and one of the largest life insurers in the world, in the potential mixed-use development at the North Point location in Alpharetta.”
ASE Group said the proposed arena’s location is “pivotal” to enhancing the hockey fan experience, with Alpharetta, located around 30 miles north of downtown Atlanta, said to have the largest hockey-playing community in Metro Atlanta.
Spearheaded by Carter, the ambitious project will introduce a “world-class destination” featuring a state-of-the-art arena designed by architectural legend Gehry, primed for NHL hockey and premier concerts.
It will also include practice and community facilities, alongside a professional-level outdoor stadium for soccer and/or lacrosse. Beyond sports and entertainment, the development will offer amenities including hotels, a performing arts venue, an esports facility, and various residential, retail, dining, conference, and community spaces.
Atlanta was previously home to the Flames, from 1972 to 1980, and the Thrashers, from 1999 to 2011. Both teams relocated to Canada, the former to Calgary and the latter to Winnipeg, where it rebranded as the Jets, due to ownership issues and poor attendances in Atlanta.
ASE Group becomes the second entity to attempt to return NHL hockey to Atlanta. In April 2023, local businessman Vernon Krause, chief executive of Krause Auto Group, set out plans for a wide-ranging development in Forsyth County that would be anchored by an 18,000-seat arena.
Smith Entertainment Group (SEG), the parent company of the NBA’s Utah Jazz and the team’s Delta Center arena, in January formally requested that the NHL initiate an expansion process with the purpose of launching a professional hockey franchise in the state of Utah.
Tilman Fertitta, owner of the NBA’s Houston Rockets, said he’s also held talks with the NHL about bringing a team there. However, the League is remaining cautious on the subject of adding to its current 32-team lineup.
“The league appreciates Anson’s passion for bringing NHL hockey back to the Atlanta area, and he has certainly kept the subject on our radar screen for several years running,” deputy commissioner Bill Daly told the Associated Press. “While, as we have made clear, we have no expansion-oriented process in place currently, it’s always good to know there is bona fide interest.”
Meanwhile, ASE Group claims it has received considerable support for its bid from County and local leadership. “The City of Alpharetta is excited for the possibility to be home to NHL hockey, one of the fastest growing and most exciting sports experiences in the world,” said Alpharetta Mayor, Jim Gilvin.
“Our city is at the geographic centre of the fan base in Metro Atlanta. Easy access provided by Georgia Highway 400 and planned expansion of MARTA public transit in Alpharetta, guarantees hockey fans an easy commute and a world class experience. Over the last year we have worked closely with former NHL star player Anson Carter and have been impressed with his vision and passion for growing hockey.”
Fulton County Commission chairman, Robb Pitts, added: “The location of an NHL franchise, as currently proposed in Alpharetta, would bring an exhilarating sport to our community’s thriving professional sports lineup.
“I have no doubt the citizens of Fulton County and the Metro Atlanta region will be strongly supportive of professional hockey’s return to our region. We are a sports town who has hosted the Super Bowl, NCAA National Championships, and the forthcoming 2026 (FIFA) World Cup.”
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