For the third consecutive season, the Florida Panthers have reached the Stanley Cup Final, placing Sunrise at the center of the hockey world. While some observers point to perceived advantages the team might have and the lack of a major traditional US hockey market in the final, the Panthers` success, both on and off the ice, is fundamentally beneficial for the sport`s future health.
For nearly two decades, roughly from 1997 to 2020, the Panthers languished near the bottom or middle of the NHL standings. To put it less gently, they were an easily forgotten franchise in a market where hockey was a side act, not the main attraction.
This situation has dramatically changed in recent years. Under the guidance of general manager Bill Zito, the Panthers have built a consistent contender that is now aiming for its second straight Stanley Cup championship banner. Attendance figures have improved, and grassroots support for both the team and hockey in general has seen significant growth.
Despite online discourse suggesting otherwise, the Panthers` achievements aren`t simply due to tax advantages or favorable weather. Florida has made smart decisions in building its roster and has also dedicated substantial effort to embedding hockey within the local community for the long term.
The notion of a `Sun Belt problem,` often discussed tongue-in-cheek, appears largely fabricated. The Panthers represent a significant success story for both the league and the sport, and it`s a result of strategic planning, not tax regulations.
Intelligent and Aggressive Roster Building
Finding weaknesses in the current Panthers roster is difficult, a testament to their high-level execution in several areas. Florida has successfully drafted key players early, discovered hidden talents, and acted decisively when elite players became available via trade.
Succeeding with high draft picks might sound straightforward, but teams frequently miss on these selections. While the Panthers aren`t immune to misses, three crucial players for the team were home run selections made at or near the very top of the draft:
- Aleksander Barkov (No. 2 overall in 2013)
- Aaron Ekblad (No. 1 overall in 2014)
- Anton Lundell (No. 12 overall in 2020)
Barkov serves as the team`s key driving force and recently earned his third Selke Trophy. Ekblad is a vital part of the Panthers` formidable defense. Lundell is one of the NHL`s best third-line centers and would likely have a more prominent role on many other teams.
This core trio is essential to Florida`s success, but the team has truly set itself apart by identifying and acquiring undervalued players from around the league. If other franchises complain about Florida`s tax environment, perhaps they should first stop trading impact players to the Panthers at a discount.
Carter Verhaeghe, who led the Panthers in goals during the last postseason, was signed to a two-year, $2 million contract in 2020 after the Tampa Bay Lightning released him as a restricted free agent.
Was there a long line of teams eager to give Gustav Forsling, now recognized as one of the NHL`s premier shutdown defensemen, a fair market value contract before the Panthers capitalized? No. Florida claimed Forsling off waivers before the 2020-21 season.
Eetu Luostarinen, a member of Florida`s effective third line, was part of the return package in the Vincent Trocheck trade in 2020. Before that deal, Luostarinen had only played eight NHL games, recording one assist.
Even Sam Bennett, who is expected to sign a lucrative new contract this summer, was acquired for a second-round pick and the rights to Emil Heineman. That`s not a huge price for a player who has become crucial to the team in Sunrise.
While those players were initially acquired for well below their current value, General Manager Bill Zito has also pursued major acquisitions successfully. Two moves that fundamentally altered the trajectory of the Panthers organization were the additions of Sam Reinhart in 2021 and Matthew Tkachuk in 2022.
Reinhart cost a first-round pick and goaltending prospect Devon Levi. This was decent compensation for the Buffalo Sabres at the time, but they likely regret that trade now. Only Auston Matthews has scored more goals than Reinhart since the beginning of the 2023-24 season.
Tkachuk was the missing piece for Florida. While it might seem obvious in hindsight, Zito took a significant gamble with that trade, parting with Jonathan Huberdeau immediately after a 115-point season, top-pairing defenseman MacKenzie Weegar, and a first-round pick.
The argument that teams in states without income tax, such as Florida, Tampa, Dallas, and Vegas, possess a significant advantage is exaggerated and wasn`t a major concern 15 years ago when these teams were not performing as well.
Every market has unique advantages, but the Panthers are simply outperforming their competitors through smart management and player acquisition. As a result, hockey is successfully expanding into different regions of the country.
Growing the Game
For the NHL to expand its reach and revenue, teams in non-traditional markets must find success in various ways. This includes winning games, but also leveraging that success to build a grassroots movement.
This is precisely what the Panthers have been working towards for the past decade, according to John Colombo, the Panthers vice president of community relations. When asked about the core strategy for growing hockey in South Florida, Colombo offered a seemingly simple answer:
“Getting sticks in kids` hands,” he replied.
In a climate like Florida`s, many sports are played year-round, making it more challenging for hockey to establish a strong presence in the market.
“In South Florida, you can play any sport you want 12 months out of the year,” Colombo stated. “So it`s a conversation for us of, `How do you compete with soccer where all you have to do is find an open field and a soccer ball and you`re all set?` Baseball is 12 months. Football is 12 months. How are you competing with all of those sports?”
One method the Panthers use is offering different forms of hockey to young fans with minimal or no cost.
The team`s `Learn to Play` program allows kids aged 5-9 to experience hockey through a six-week session, and they get to keep the equipment afterward. This program saw a 12.25% increase in participation over the last year.
The Panthers Floorball Program operates in 560 schools across the area, providing free floorball equipment and a curriculum for physical education teachers. The team is also developing a ball hockey program, enabling young fans to be introduced to the game in diverse ways without needing to step onto the ice.
Furthermore, the Panthers have created a `Girls Only` youth program where girls can learn hockey in a single-sex environment if they prefer. These teams are not only composed solely of girls, but the coaches are exclusively women as well.
These initiatives have yielded positive results, and the overall surge in youth hockey participation has been impressive, according to data from USA Hockey:
- From 2022-23 to 2023-24, youth hockey participation in Florida increased by 8.4%, the largest growth percentage for any state.
- Youth female participation rose by 9.4%, also one of the highest rates nationally.
- Cumulatively, youth hockey participation in Florida has grown by a remarkable 73% since the 2012-13 season.
This number is likely to climb higher if the Panthers can maintain their current level of success. Coupled with the grassroots efforts led by teams like Florida, interest in hockey is set to continue its upward trend.
“When we first got here (10 years ago), often you would talk to a kid, and it was like, he played hockey, but it wasn`t something he wore as a badge of honor or a sense of pride,” Colombo recalled. “For us, we wanted to create a culture where kids are proud to be Panthers. I think the on-ice product helps that. Obviously, more eyes on the Panthers is important. But I think continuing to do those grassroots efforts is critical.
“I think it`s so critical to let these kids grow up Panther fans, which is our goal at the end of the day.”
Long-Term Gains for the NHL
Anyone overly concerned about TV ratings for a third consecutive Stanley Cup Final featuring the Panthers – and the sixth straight Final featuring a team from The Sunshine State – might be missing the bigger picture.
If the NHL aims to improve its standing among major North American sports leagues, it must successfully expand beyond its more traditional markets. While an Original Six Stanley Cup Final might initially boost current TV and streaming numbers, it does little to generate interest among fans outside established hockey strongholds.
The Panthers have built an exciting team with genuine star power, and the local community continues to strongly support the franchise and the sport. This success provides the league with hope that it can effectively expand its reach into less traditional hockey markets well into the future.
