Before the 2024–25 season, the Calgary Flames virtually had zero expectations. They were expected to be one of the worst teams in the league, resulting in the team being in contention for a high draft pick. However, things would end differently, as the Flames almost made the postseason defying all odds.
Unfortunately, this also resulted in the team ending in the most feared position among Flames fans: the “mushy middle”. Mediocrity has been a part of the Flames’ identity for what seems like forever now, as the team has always found a way to not be good enough to make the playoffs, but also not bad enough to get a notable draft pick, rather just ending right in the middle.
If you ask many Flames fans, it’s a situation which they’ve just been used to at this point, especially fans who have followed the team for years. However, as the Flames are currently in a rebuild and lack significant star talent, mediocrity is the last thing this team needs. For future fans, watching mediocre teams year after year isn’t going to be a positive. The future of the Flames fan base could very well be negatively affected if the team continues to have mediocrity be a part of their identity for years to come.
Star talent is what attracts new fans
Think about why you became a hockey fan. Maybe you had a family member who watched hockey or maybe you were lucky enough to grow up playing it. We all have our reasons, but a major one for picking a team is watching and falling in love with a particular player and their style of play.
For example, I’ve been a lifelong Flames fan, but what solidified my love for the team was watching Johnny Gaudreau play. Ever since his first shift in the NHL, fans knew he was going to be special. From there on, watching Gaudreau blossom into a superstar in Calgary was what made so many new and old fans become obsessed with the team. When the Flames had a core of Gaudreau, Matthew Tkachuk and Sean Monahan, these were the players fans wanted to watch as they all would become stars in Calgary. It’s an era that’ll always have a place in my heart.
The reality is that star power is what hooks fans towards their team. Calgary right now has promising pieces, and there’s a future with this group. However, the one thing the Flames are missing is that player with elite, game-breaking talent. A player who you know can dominate a game night in and night out. A player whom fans will pay money to see.
Addressing “team tank”
If you’ve been a Flames fan these last few seasons, you know that the fan base is predominantly split into two groups: team tank and team playoffs.
The reason why the idea of “tanking” has been so dominant among the fan base is that fans want the next elite star to build around. Yes, there are many examples of NHL stars who were drafted in later rounds, but the reality is that you have a much better chance of drafting a franchise player with a top ten pick than you do with a fourth or fifth round pick.
The Flames have been short-sighted during many previous years, often experiencing a season of success and rushing the process, thinking they were closer to contention than they were. It seems like the franchise often plans its moves based on the results of the current season instead of for the future, and what has it led to? Well, nothing. A top-five pick would genuinely change this franchise and greatly increase the odds of Calgary getting that star player the team desperately needs.
New fans could lose interest due to mediocrity
While many of us are hardcore hockey fans, the reality is that not everyone is like that. Many people just watch hockey for pure entertainment at first, but then get hooked on after seeing how exciting and electric it can be.
As for the future of the Flames fan base, it’s kind of a challenge to introduce new fans to the team at the moment. If you’re a new hockey fan, you need to go through the learning curve on what a rebuild is and be content with the team not having any star power at the moment. Meanwhile, if you watch other teams that have marketable stars, your interest in them will significantly increase compared to a team that’s in the middle of a retool.
Now this is normal, but for a team like the Flames that has embraced mediocrity, this throws a wrench in getting new marketable stars on the team. Also, consider the fact that the Flames in the past have rushed rebuilds and have shown impatience towards this process. In my personal life, I’ve talked to many hockey fans who have once followed the Flames very closely, but due to consistent mediocrity and a lack of star power, have begun following other franchises due to dwindling interest. Even in Alberta, if you’re a young kid growing up watching the Oilers and Flames, would you rather watch Connor McDavid tear it up every night or a Flames group that lacks a clear superstar and direction?
Obviously, for hardcore hockey fans like myself, we’re going to stick with our teams no matter what, but for more casual viewers, it’s different. Additionally, the new generation of Flames fans isn’t satisfied with the mediocre middle, as it’s about capturing new fans who aren’t okay with watching mediocre hockey every night.
The good news
The Flames have two playoff series wins in the last 20 years. That simply is not good enough, as the sports industry is a results-driven game, and success is what grows a fanbase. During past regimes, it seemed like the Flames were winging it every single season. With the team not being good enough but ownership insisting on playoffs, it resulted in a mediocre result for many years.
The good news? The current Flames management group does have a plan, and change is slowly coming. As mentioned, the Flames have a good foundation in players such as Zayne Parekh, Matt Coronato and Dustin Wolf. Their drafting has also significantly improved under Conroy, as the Flames are prioritizing skill and NHL upside regarding their prospect pool.
I trust Conroy, I do, but another mediocre finish just brings back bad memories. As it’s only year one of a rebuild, the plan is still far from complete, and things are looking promising so far.
Final thoughts
The goal of any major sports franchise is winning and building their fan base. The Flames’ market isn’t huge, but Flames fans are still some of the most passionate and loyal fan bases in the entire league.
Still, the main priority for the Flames should be acquiring a game-breaking talent of any kind. The type of star that the team can build around, the type of player that sells tickets, the next face of the franchise.
Not only would it do wonders for the existing fan base, but new fans who are just getting into hockey would be hooked by watching a star player in their local market. If the team continues to follow the motto of “just get in and see what happens”, it isn’t going to sit well with existing fans and the new generation of hockey consumers. While older fans may have become used to mediocrity, younger, newer fans aren’t going to tolerate that as much.
Therefore, the Flames can’t afford to rush this rebuild just because they saw some success this season. Building up the future core of this team needs to be a priority, as the future of the Flames’ fan base heavily depends on it. There needs to be a plan in place to acquire elite talent.
