In announcing the venture, Flames' President and CEO Ken King stated: "While hockey remains our core competency, we are constantly seeking new opportunities in which to grow the Flames brand and allow our fans greater opportunities to enjoy hockey.
No anuncio do evento, o presidente dos Flames e CEO Ken King dixo: "Aínda que o hóckey continúa a ser a nosa esencia, estamos constantemente buscando novas oportunidades para acrecentar a marca dos Flames e conceder aos nosos fans maiores oportunidades para gozar do hóckey.