Entering their first overtime game of the season, the Charlotte Checkers are looking for a win. The crowd watches with anticipation as Checkers left-winger John Leonard makes for the opposing goal, lifting the puck off of the ice in one swift motion. In the blink of an eye, the puck glides past the goaltender, landing in the back of the net.
The goal horn sounds, and the crowd goes wild.
He shoots, he scores!
Following a shift in ownership in 2010, The Queen City became home to the Charlotte Checkers, one of the southernmost teams in the American Hockey League (AHL). Since thier move to Charlotte, the Checkers have played over 500 home games at the Bojangles Coliseum, including the longest game in AHL history– which lasted over six hours and five overtime periods. The record breaking game ended in victory, helping lead the 2018-2019 Checkers to the Calder Cup, the league’s championship trophy.
Hockey is a game of tradition, from crowd cheers to goal celebrations. The Charlotte Checkers are special, finding unique ways to embrace hockey culture while setting themselves apart in the sports world.
The electrifying atmosphere of Checkers games is a close second to the team’s impressive skill–both on and off the ice. From charity fundraisers to interactive intermissions, the Checkers are experts at engaging their audience. Components like diverse playlists– from Taylor Swift to Kedrick Lamar– and themed games, like Stars Wars night and Hispanic Heritage celebrations, help include everyone in the Checkers experience.
“Gameplay stops, and it’s [immediately] filled with elements to keep fans engaged,” said Checkers musical ambassador and organist, Jason Atkins.
Better known as Greazy Keyz, Atkins is one of just two current organists for the AHL (and the only Keytarist). Organs have always been a part of hockey culture, raising morale with fanfares and fan-favorite melodies well before Bluetooth speakers and digital playlists entered the sports world. But in the AHL, live organists are no longer as common.
“Organists are rare… and in most cases, they’re where people can hear them but can’t see them,” said Atkins. “Whereas at Checkers games… I’m in a very accessible spot. People can sit directly behind me.”
Close-up live entertainment isn’t the only uique aspect of Checkers games: they thrive off of overall accessibility.
Not only are they some of the most accessible sports events in Charlotte, they are also some of the most affordable.
With ticket prices as low as $25 and over 80 games a season, Checkers games cater to all fans.
“The value you get from a Checkers game is unmathced,” said Checkers Vice President of marketing and communications, Paul Branecky.
Unfortunately, not everyone is aware of this unparalleled value. Online marketing strategies and a large social media presence help the Checkers reach a wider, more diverse demographic– whether it be through Facebook or sports radio companies.
“Through [social media]… we can target certain demographics,” said Branecky. “We have the power to reach everyone.”
But as the game continues to grow, the franchise faces atypical external challenges. As a predominantly norther sport, expanding hockey in the South is more difficult than it may seem. Charlotte not only lacks the usual below-freezing hockey temperature, but more importantly, it lacks the infrastructure for ice rinks.
“There are not as many places to play hockey here relative to up north,” said Branecky. “That’s always going to make growth a bit of a challenge.”
Despite these challenges, the Checkers find numerous ways to make a difference in the community. From parking lot rink setups to street hockey groups, the Checkers continue to create opportunities for hockey lovers around Charlotte. Along with winning Calder Cups, the Checkers organization is doing everything they can to promote and expand hockey in The Queen City.
“We do as much as we cna,” said Branecky. “That’s or mission.. there’s tons of things we do throughout the year to build realtionships and make a positive impact.”
The Checkers’ positive impact shines through more than just their gameplay. From a lively atmosphere and affordable prices to theme nights and charity events, Checkers games are more than just hockey– they’re an experience.
“We can’t control what happens on the ice… but we can control what people experience when they come into the building,” said Branecky. “If you’re looking for an exciting, interactive experience, nothing beats the Charlotte Checkers. That’s the bottom line.”
