The Zamboni is an institution in hockey.
Anyone who grew up attending hockey games as a child likely has fond memories of the machine slowly circling the rink, humming along while leaving a pristine, glistening sheet of ice in its wake. Perhaps some even had the honor of riding shotgun, listening to the 1990 song “(I Wanna Drive the) Zamboni” by the Gear Daddies.
For those who played hockey at any level, the Zamboni has served as a universal clock for the start of the game. You’re in your dressing room lacing up your skates when a teammate walks through the door and says, “The Zam has two turns left,” and suddenly everyone in the room knows exactly how much time they have to finish getting dressed.
The Zamboni is so iconic the actual name for the machine — ice resurfacer — is rarely if ever spoken. Perhaps the only way to make the vehicle more revered by hockey lovers, is to fill it with delicious food.
That’s exactly what the Vegas Golden Knights have done.
The team’s newest promotion is selling small, plastic Zambonis at concession stands inside T-Mobile Arena, filled with chicken fingers and fries.
“It was something that would be memorable for all fans, something that is unique to the game of hockey, and something that was just very different from a traditional bucket or cup that would create a lasting experience,” said Kris Knief, the Golden Knights’ vice president of strategy and innovation. “It’s one of the most iconic elements of hockey. It’s not just youth-driven. It’s every demographic across the board.”
The chicken-filled Zamboni costs approximately $30, and the sales are already exceeding the team’s expectations. They sold more than 2,000 units during the first 10 home games.
“We didn’t know if this would be sticky or not, but in the end the sentiment has been fantastic,” Knief said. “We’re getting calls from several different NHL clubs around the league, and Levy (a restaurant and hospitality company that supplies food and beverage for T-Mobile Arena) is looking at other elements of what this concept could be for different venues outside of the traditional core-four sports.”
Kid is obsessed with Zambonis and calls them “momma” which is incredible. Gravy boat is definitely second to chicken finger basket Zamboni. pic.twitter.com/OQsymyOFnp
— Everett Duke (@Everett_Duke) November 20, 2024
The chicken buckets aren’t the only Zamboni-themed promotion for the Golden Knights this season. The team also created a special ticket package for the Nov. 11 game against the Hurricanes that included a Zamboni gravy boat — a promotion that is becoming a popular trend around the NHL.
Vegas’ ticketing department generally orders 500 units for each special collectible giveaway in order to make it rare or exclusive, but Vegas knew the demand for the Zambonis would be much higher than usual.
“We doubled the order size just because we knew it was going to be such a success,” said Amanda Fleming, senior director of group and event suite ticket sales for the Golden Knights.
Fans received the gravy boat as a part of their single-game tickets, and the team also offered season-ticket holders who already have tickets the chance to add the gravy boat on for an additional $45.
“As you would imagine, it was one of our largest add-ons to date,” Fleming said.
The Golden Knights didn’t invent the gravy boat promotion. The Detroit Red Wings have been producing them for years, and ran their promotion this month. Other NHL teams, such as the Buffalo Sabres, Pittsburgh Penguins and Washington Capitals, will be doing gravy-boat giveaways. But as with just about everything, Vegas did have to put its own twist on it by painting it in chrome gold.
“The factory pushed back a couple of times just because you can’t microwave that chrome material, or put it in the dishwasher, but we really wanted the look and feel of what is true to the VGK brand that we’ve created,” Fleming explained.
Kitchen tables across the Las Vegas Valley will be glistening with gold Zambonis overflowing with gravy this Thanksgiving. The gleaming, lustrous centerpieces are sure to spark conversation, which is exactly what the team is hoping for.
“Our anticipation is to continue to evolve with more holiday, family talking points,” Fleming said. “We started with the apron (giveaway last season). We have a few more ideas in the mix to continue to bring Golden Knights merchandise to the family setting.”
The creative process is a lengthy one. Fleming says the team begins brainstorming ideas in March for promotions for the following season. That leaves plenty of time for them to work out the licensing and overseas production.
Vegas typically has approximately 20 special ticket packages throughout the season. They held an “Emo Knight” in October with distressed graphic t-shirt giveaways and puck rock music in the arena, and will host “Hello Kitty Knight” in late January.
The minor league AHL affiliate, the Henderson Silver Knights, have followed suit. They gave team-themed Zamboni gravy boats to the first 5,000 fans in attendance for their game against the Abbotsford Canucks on Nov. 22.
we know what your holiday season needs! 🎁 pic.twitter.com/m8iSR2Yphp
— Henderson Silver Knights (@HSKnights) November 7, 2024
The Zamboni-themed promotions are a universal success, so expect plenty more to come. Whether you need your ice resurfaced, your mashed potatoes smothered, or your chicken fingers kept warm, there’s a Zamboni for that.
(Top photo courtesy of Vegas Golden Knights)
