White Ice: Race and the Making of Atlanta Hockey

Atlanta had two National Hockey League (NHL) franchises: the Flames (1972–1980) and the Thrashers (1999–2011). Each disappeared after about ten years to become a Canadian franchise (Calgary Flames and Winnipeg Jets, respectively) where they experienced more success. Why these franchises did not do well in Atlanta is the question Thomas Aiello explores in White Ice. Several factors contribute to the failure to establish an NHL team in Georgia, including demographic trends, economic conditions, and the perception of hockey as a northern sport.Aiello begins with a brief history of the NHL, then discusses how Atlanta's changing demographics, influenced by racial integration, enabled the city to secure teams in the NFL, NBA, and MLB during the 1960s. The next step was to establish an NHL team in the city, along with a new facility for both the NBA and NHL franchises, much like developments in many other major American cities.Chapter 1 explores the challenges Atlanta faced in introducing hockey to the city. As the 1960s witnessed a shift from a white majority to a Black majority, major sports leagues relocated teams to Atlanta. The baseball Braves (from Milwaukee), the football Falcons (an expansion team) and the basketball Hawks (from St. Louis) all made Atlanta their home between 1966 and 1968. However, the NHL was absent, as hockey had limited popularity in the Southeast, with only a few minor league teams in Florida and Texas.The birth of the World Hockey Association (WHA) in 1971 played a crucial role in Atlanta's quest for an NHL team. In chapters 2 and 3, Aiello details how the battle between the two leagues brought hockey to the city. With the NBA's Atlanta Hawks in need of a new facility, it became easier for Atlanta to promote this venue for hockey as well, and the Hawks’ owner, Tom Cousins, was eager to support its construction.In chapter 4, the author examines the introduction of hockey in Atlanta, a city with a predominantly Black population, despite the sport being largely represented by white, Canadian players at the time. The central strategy behind this move was to entice the white suburban population back to downtown Atlanta as part of a broader effort to revitalize the area. To further appeal to this target demographic, the team appointed Bernard “Boom Boom” Geoffrion, a former NHL star known for his flamboyant personality, as head coach.In chapter 5, Aiello focuses on the Flames’ inaugural season, highlighting the hiring of general manager Cliff Fletcher and the team's efforts to build a roster through various drafts. A key challenge for the Flames, as an expansion team, was the lack of recognizable players in the Atlanta market, which made selling season tickets difficult. Surprisingly, the team managed to sell twelve thousand season tickets. However, after eight seasons, financial difficulties led team owner Tom Cousins to accumulate substantial debt and he ultimately sold the franchise. The Flames relocated to Calgary, where they won the Stanley Cup in 1989.Following the fall of the Berlin Wall, the NHL entered a new era of expansion, and Atlanta once again sought to establish a hockey franchise, this time the Thrashers. Chapters 6 and 7 explore how Atlanta successfully secured the Thrashers, despite losing its first team two decades earlier. Many Atlantans showed a renewed enthusiasm for hockey, particularly among members of younger generations, who embraced the sport and supported the new team. The franchise also benefited from having a more financially stable owner, media mogul Ted Turner, compared to the Flames’ previous owner. However, like the Flames, in the end, the Trashers relocated, this time moving to Winnipeg.In the epilogue, Aiello notes that the Flames and the Jets have garnered strong fan bases in Canada, contrary to their struggles in Atlanta. Despite this, Atlanta may eventually land a third franchise, as NHL commissioner Gary Bettman continues to explore expansion opportunities in southern cities, such as Houston and Atlanta.Overall, Aiello offers a detailed account of how Atlanta could secure an NHL team, despite the local population's limited passion for the sport. Several factors contributed to the struggles Atlanta's hockey franchises faced, particularly the lack of interest from the city's predominantly Black population in what was perceived as a northern sport. Additionally, the Omni, originally built for the NBA's Hawks, needed another major tenant to justify its use. Even with Ted Turner's financial backing from his cable television network, the Thrashers ultimately failed to achieve long-term success.