Buffalo Sabres have become talk of the town
The Buffalo Sabres are the talk of the town after their three-month hot streak. It’s been a needed boost for the psyche of fans and their willingness to embrace the team, as well as the parts of the local economy that depends on the team’s success.
Eric Fiebelkorn's teenage children have been to plenty of Buffalo Sabres games, but lately, they've been experiencing something new.
Winning.
The team's remarkable regular-season run has the Sabres on the cusp of the Stanley Cup Playoffs for the first time in nearly a generation, creating a buzz that longtime fans might not remember and that some younger fans have never experienced.
"I have three children, ages 16 to 18, who have no recollection of the Sabres ever being good, even though they’ve been to hundreds of games with me over the years," said Fiebelkorn, a 20-year season ticket holder.
"Beyond exciting, exhilarating, and joyful, I really have a big sense of relief that we're, at least, finally relevant again and competitive again and fun to watch again," he said.
Fiebelkorn isn't alone. Buffalo Sabres fans are more excited about the team than they’ve been in quite some time. Fans are looking forward to games again − as they would a Buffalo Bills game − instead of dreading them. They’re showing up at KeyBank Center in numbers not seen in years, with 10 straight sellouts and another expected when the Toronto Maple Leafs come to town Saturday.
They are going out and gathering at restaurants and bars to watch the team. They are tuning in for games on TV in growing numbers. And they are buying all things, Sabres.
Sunday’s dramatic 8-7 win over the Tampa Bay Lightning seemed to cement fans’ belief that this will be the team that breaks a 14-year playoff drought and maybe even makes some noise in the postseason.
The victory put the Sabres in first place in the Atlantic Division and has made them the talk of the town and the NHL. It has been a needed boost for the psyche of fans who endured years of losing and uninspired hockey, as well as the segment of the local economy that depends on the team’s success.
“Sunday felt like a defining moment. It felt like anybody who wasn’t sure where we’re headed directionally, they are sure now,” said Pete Guelli, head of business operations for the Sabres. “It just felt like a special moment for the organization, and that game has helped cement us on the map nationally.”
Sabres fans cheer at the end of the first period of the game against the Washington Capitals on Thursday, which marked the team's first loss after an eight-game winning streak.
Joed Viera, Buffalo News
With 16 games left in the regular season, the Sabres have sold out 10 straight home games at KeyBank Center and anticipate an 11th sellout Saturday. The environment has been electric during this stretch, especially on Sunday, when fans could be heard loudly shouting, chanting and cheering all the way out of the building.
The resurgence is apparent in many ways, starting with ticket prices. Gone are the days when fans could get tickets on the secondary market for as low as $5.
“Last year, tickets were going for the lowest prices they’ve ever gone for, and now, we’re selling out the arena," said Patrick Kaler, president and CEO at Visit Buffalo. "The buzz has been great to see. It’s great for the team, the city and for our downtown businesses."
A spillover to downtown
The team’s performance has made a difference downtown, with bars and restaurants around the arena, such as Pearl Street Brewery, filled again on game nights. Fans are even gathering again to go out and watch road games throughout Western New York – a boon for these establishments, both in the city and suburbs.“It’s great to see how quickly everyone has come back,” Guelli said. “There’s an expectation around the Bills, which we love, to be competitive every year, and it didn’t necessarily exist for the Sabres, but now you have two teams operating at this level. It feels like a renaissance for sports in Buffalo.”
Bill Cassale, chief executive officer for the Pearl Street family of companies, which includes Buffalo Riverworks and Pearl Street Brewery, said business is up around 40% on game nights, and people are coming to watch road games, as well.
Pearl Street’s business was built on the back of Sabres fans in the 1990s and early 2000s, but over the past decade, this type of business had become “minuscule,” he said. He said he is now getting requests for viewing parties and is back to doing pregame buffets at both restaurants prior to games. Downtown will continue buzzing with the NCAA Tournament coming next week.
“There’s not a lot of momentum downtown, like there was 10 years ago, so I think these local businesses needed this boost in sales to keep things going,” Cassale said. “There’s a trickle-down effect … and it feeds down to the local economy.”
Restaurants and bars in the suburbs are seeing a noticeable uptick in business, as well.
“I was driving around the other night (during a game), and I saw lots of cars at some of the local establishments around town,” said Nick Giammusso, president and CEO of Buffalo-headquartered VIPTix, who has been busy these days with Sabres ticket sales on the secondary market.
“We haven’t had that in a long time," he added. "It’s a testament to the Sabres' success on the ice.”
17 sellouts this season
The Sabres have sold out every game since Jan. 16, and, after Saturday’s game, will have 17 sellouts this season – a remarkable turnaround from having four all last season.It has helped the team move up in total attendance for the season – where the Sabres have been at or near the bottom for the better part of the past several years. The Sabres are 19th in average attendance and 17th in total attendance in the 32-team league through 33 home games.
“We know it’s a hockey market, and you know fans want to come to support the team," Guelli said. "They were just looking for that moment or opportunity to do it.”
The Sabres are pushing to add to their season ticket base, which is currently around 9,000, for next season by offering playoff ticket priority access to those who sign up now for season tickets in 2026-27. That list is now up to 1,500 full season tickets – which is three times more than were sold all last season.
The team is also trending toward a 95% renewal rate from current season ticket holders for next season, Guelli said.
A young Buffalo Sabres fan cheers on the team during Tuesday's game against the San Jose Sharks.
Fans are more excited about the team than they’ve been in quite some time. Harry Scull Jr., Buffalo News
Tickets aren’t cheap anymore
Ticket sales have taken a dramatic turn since the new year. They went from as low as $5 to $10 on the secondary market for some games to around $60 during the week and around $75 on weekends.
For Saturday’s game against Toronto, tickets start at $125, as a large contingent of Maple Leafs fans usually come across the border to attend.
“It was very stale at the beginning of the season – your typical Sabres season for the last 13 years or so – and then it really picked up after the holidays,” Giammusso said. “It’s just switched since January, and there’s been call after call and orders popping up all the time on the website.”
Giammusso has even heard from clients from throughout Western New York and Southern Ontario who haven't reached out in years.
“It’s good for season ticket holders who are sellers to gain back some return from sticking with the Sabres for all these seasons when times were bad,” he said.
It is going so well right now that Giammusso is planning to get back to hosting away-game bus trips to places such as Montreal and Toronto next season. He had gotten away from doing it because there wasn’t interest, anymore.
Big shift in viewership and sales
Fans are also back to tuning in to watch the Sabres.The team had a 9.85 local broadcast rating in Buffalo for the March 5 game against the Penguins − the highest local rating for a national NHL game across all networks this season. The Tampa Bay game drew a local audience of 9.1, which is the highest local TV rating for a non-national game since 2019, and that was with more than 19,000 people already in the arena.
Sales at the Sabres Team Store are now up 25% from last season. The Olympic hockey line, featuring gold medalist Tage Thompson, has been a huge boost in retail sales. Guelli said nearly everything the team is putting out this season is selling well. And those beer sabres that sold out quickly and took on a life of their own will be back before the end of the regular season, he added.
“We’re thinking about what we can bring to the table for our fans that is new and different and that they can be a part of," Guelli said. "But anything we put out, the response has been overwhelming.”
The concessions side, run by Buffalo-headquartered Delaware North, remains strong, up 20% in sales from last season. And social media impressions and engagement are now up 50% from last season.
“That’s massive, just incredible leaps,” Guelli said.
Corporate partners are coming to the Sabres to see how they can get more engaged with the team. KeyBank was behind the Thompson TNT towel that went to every fan during a recent home game to help celebrate his return from the Olympics.
The team is also starting to plan for the sale of playoff tickets, which will be available to season ticket holders first, but it is doing that carefully. The Sabres still have not clinched a playoff spot.
“But when the time is right, we’ll be ready,” Guelli said.