On Sept. 30, 1986, Wayne Gretzky and the Edmonton Oilers took the ice at Reunion Arena to face the Detroit Red Wings in the first NHL preseason game ever played in Dallas. That exhibition matchup, organized by local sports promoters Brad Thomas and Michael Halbrooks through their company Events Inc., laid the groundwork for professional hockey’s expansion into Texas.
The Marketing Campaign That Brought Wayne Gretzky to Dallas
Bringing a major professional hockey game to a city with no existing NHL footprint required aggressive promotion. Brad Thomas knew that Edmonton Oilers superstar Wayne Gretzky had to serve as the centerpiece of any viable ticket-sales strategy. Initial outreach to the Oilers met immediate skepticism regarding the local climate. According to Thomas, the team’s first reaction was that it was too hot and the ice would not stay solid.
To break through the resistance, Thomas capitalized on a piece of sports merchandise released in January 1983: a Mattel Wayne Gretzky action figure. Thomas mounted the Gretzky doll onto a plastic horse figurine, packaged it, and mailed it directly to Oilers Assistant General Manager Bruce MacGregor with a note declaring that Wayne Gretzky wanted to come to Texas. The unconventional pitch succeeded, securing Edmonton’s commitment for a $75,000 appearance fee, while the Detroit Red Wings agreed to participate for $25,000.
Securing Funding and Arena Readiness at Reunion Arena
Holland provided a $50,000 loan to support the venture despite initial doubts about hosting ice sports in a 100-degree climate.
Wil Caudell, who stepped in as the general manager of Reunion Arena in 1986, held far more confidence in the venue’s capabilities. Dismissing concerns about the arena’s suitability for hockey, Caudell noted that the facility already hosted Disney on Ice productions. He hired a seasoned hockey ice specialist to guarantee that the playing surface met strict NHL safety and performance standards for Gretzky, Steve Yzerman, and the rest of the rosters.
Lasting Impact on North Texas Hockey
Reflecting on the 1986 exhibition forty years later, Wayne Gretzky noted that he never anticipated hockey reaching its current scale in Dallas. Following his playing career, Gretzky returned to the city numerous times as a broadcaster and as a family visitor. The exhibition at Reunion Arena proved that the North Texas market could support major professional hockey, laying the foundation for the city’s future in the sport.
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