Fans get a look at the Fresno Falcons' new scoreboard at Selland Arena, funded by Visit Fresno County, on Aug. 8, 2026, ahead of the team's Oct. 9 return to Selland Arena. Courtesy of Fresno Falcons

The Fresno Falcons are preparing for their return to professional hockey in Downtown Fresno, with opening night set for Oct. 9 at Selland Arena.

For Jimmy Fries, president of the Falcons, the return is also a homecoming. Fries previously worked with the team in the late 1990s and early 2000s before moving on to Fresno State athletics. Now he’s helping lead the organization into its first season back in Fresno in 17 years.

Fries spoke with The Business Journal about the business strategy behind the Falcons’ return, local partnerships, ticket sales, the challenges of rebuilding the brand and how the team hopes to draw both longtime fans and a new generation.

You announced a partnership with Tioga-Sequoia Brewing Co. What does that mean for the Falcons?

Fries: One of my longtime partners is Mike Cruz at Tioga-Sequoia and his team. They reached out and said they’d really love to collaborate and partner with us.

What they’ve done not only with the Grizzlies, but also with Fresno State and creating the Red Wave brand, made it a natural fit for us.

We’re officially naming Tioga-Sequoia our pregame party destination, and we’re also collaborating on a co-branded beer, the Falcons Talons Up Pale Ale. It’s really “Brewed for the Flock.”

That partnership with Tioga-Sequoia is a vital and important part of creating brand awareness and downtown involvement.

How important is local business support to the Falcons’ return?

Fries: We’re looking to form partnerships that are win-wins — ones that want to align their brand with Falcons hockey and where we can support them through those collaborations.

We’ve also inked our exclusive hotel partner, Access Hotel, as they build out their new downtown hotel property for visiting teams as well as fans coming into the area.

That’s what we’re looking for. We need the support in order to thrive and put the product on the ice as well as everything we’re doing off the ice. We hope to maximize the return for our partners through their alignment with the Falcons brand.

That’s imperative for our success, as well as for us wanting them to be successful in their ventures.

How are ticket sales going, and what are you seeing from businesses and individuals interested in the team’s return?

Fries: We’re seeing strong interest from businesses that want to bring clients, employees or even themselves to games.

There’s nothing better than going out for a Falcons group outing and taking your clients out. Ice hockey is one of the most entertaining sports, and businesses are interested in getting tickets for their employees and clients.

Season-ticket sales are also going really well. We’ve just launched our group-ticket sales, so businesses can bring their entire employees.

What have been some of the biggest challenges in getting everything together before the season?

Fries: If I’m being honest, there’s some apprehension. The Falcons have come, they’ve gone and they’ve been back. A lot of people remember what happened 17 years ago, when it was a very quick shutdown.

I’ve had the opportunity to work for four different owners as part of the Falcons organization, and I think that’s what sets us apart this time.

Our owner, Parker Moskal, is a former professional player. His passion, love and knowledge of the game, along with his creativity and commitment to giving back to the community, really sets us apart.

The Falcons’ legacy and brand have stood the test of time. It’s 80 years of Falcons history, and for us to have that staying power, I think the proof is in the pudding.

A lot has changed over the past 17 years in promotional marketing, social media, digital and the web. When the Falcons were drawing 4,500 fans 17 years ago, just imagine what we’ll be able to do with the tools that are now at our disposal.

How do you plan to attract younger fans who may not remember the Falcons while also bringing back longtime fans?

Fries: It’s more than a game. It’s an experience.

We want Falcons fans who are experiencing us for the first time to know that it’s more than a game. It’s a show on and off the ice.

They’re going to experience fast-paced, hard-hitting, nonstop action, but there will also be entertainment in the stands, with promotions, giveaways and contests throughout the entire game.

We want fans walking out of that arena saying, “What was the score of the game? But that was a lot of fun.”

We want that experience to start from the time they pull into the parking lot, with the beer garden and festival taking place in the parking lot, all the way through when they drive to the postgame party headquarters to celebrate either a Falcons win or a loss.

We celebrate all things with the Fresno Falcons.

What does it mean to have the Falcons playing at Selland Arena again?

Fries: We’re getting a brand-new $700,000 scoreboard from Visit Fresno County. There are also improvements being made to the seating, lighting and sound.

It’s such a historic, nostalgic building, and we’re bringing a modern game of hockey to it. I think fans are going to be really excited.

How can businesses get involved with the Falcons?

Fries: They can email me directly.