Alex Meruelo took over as the first Latino Owner in NHL history in August 2019. One of his top priorities as the franchise Owner, Chairman, and Governor was -- and continues to be -- increasing Coyotes fandom, engagement and support of hockey for families of Hispanic and Latino heritage.
The initiative likewise has been highlighted by Xavier Gutierrez, who, like Meruelo, is a Latino pioneer at his position, President and CEO of an NHL franchise.
"As the first Latino President and CEO in the NHL, and also for Alex Meruelo Sr., the first Latino owner in the NHL, it really gives us a lot of pride in sharing our culture, heritage and background with others," Gutierrez said in September when speaking at
a community event at Chicanos Por La Causa
. "This great sport of hockey is something that may not be part of the athletic story or narrative of the Latino community, but it's on us to extend our hand, to reach out, and to say 'You can be part of our pack, you are part of our fan base.' So, it really, really means a lot to us to do these things."
Indeed, success might produce another player of Hispanic heritage such as Scottsdale native and NHL star Auston Matthews, who developed his hockey skills and smarts at local Valley rinks. The maternal side of Matthews' family has its roots in Hermosillo, Mexico. Matthews was selected No. 1 overall by the Toronto Maple Leafs in the 2016 NHL Entry Draft.
On a current youth hockey level, the Holmes and Morantte families exhibit the type of diversity Meruelo and Gutierrez are passionate about developing.
Candace Holmes, Joseph's mother, has seen a recent transformation of hockey marketing in the Valley.
"You can see the culture changing," she said. "You're involving more people that typically wouldn't necessarily be interested in hockey. I think the Coyotes have made a very conscious effort to diversify hockey in Arizona. We're here in the desert, where the Hispanic population is pretty high. So, I think it's pretty cool."
Joseph Holmes began watching hockey at age three. He got his start in the Little Howlers learn-to-play program and has been on the ice since. Joseph's favorite players are Clayton Keller and Jakob Chychrun.