A pro wrestling organization is hoping to establish Phoenix as the next big destination city for its franchise. All Elite Wrestling, known as AEW, is tapping into the recent resurgence of pro wrestling fandom in the Valley.
“You are great sports fans, Phoenix, you are great wrestling fans!” Tony Khan, AEW’s CEO, told a crowd of roughly 3,000 at the Arizona Financial Theater last week.
Almost everyone inside is wearing some form of wrestling memorabilia or displaying their fandom through accessories like a replica luchador mask or champion belt.
For almost four straight hours, the crowd is alive with chants and ad-libbed interactions with the performers, and as each performer takes the stage, you never have to guess the mood of the room.
Adam Cole is a kind of character that Austin Jenkins, the real person underneath, said he puts a lot of himself into when he’s in the ring.
“I think there’s more of an intimate relationship with the wrestlers and the fans,” he said.
More direct two-way access, pulling back the curtain via platforms like social media, said Cole, has been a big part of what’s kept him in the industry despite more than a year’s worth of combined setbacks from different injuries.
“When I was out with my concussion injury, and I wasn't sure if I was going to be able to come back to the ring, one of the things that really, really helped was every day I got on social media, there would be people who I have never met, saying ‘I’m praying for you.’ ‘Praying for Adam.’ ‘I hope he’s feeling OK,’” Cole recalled. “And people saying stuff like, ‘I don’t care if he never comes back, I just want him to be OK.’ Like, could almost bring a tear to my eye.”
Jerry Lynn, who spent 25 years in the ring with just about every promotion the average fan can think of, now works as a coach and producer with AEW.
“The rowdier you are, the more we’re willing to kill ourselves,” Lynn said. “So it’s a unique give-and-take situation and relationship between the fans and the wrestlers. There’s nothing like it in the world.”
Cole characterized the relationship between wrestler and fan as a mutual respect.
“One of the biggest things, too, is again, so many active wrestlers now have that world-traveled experience,” said Cole, “which has created this, like, different level to the shows.”
And a different level to what fans all over the world are looking for.
Tony Vela owns the Wrestling Guy Store Phoenix, the only store totally dedicated to wrestling in the state. He’s seen a renewed interest in pro wrestling here.
“In 2019 I went to a couple of shows to see what the market was like here,” Vela recalled, remembering his move from Los Angeles. “And, like, wow — there's a lot of people who are into wrestling here. And I wasn't sure though that translated into actual like meet-and-greet sales or merchandise sales, so that was kind of a gamble right there.”
AEW producer Lynn said that when his career in the ring took him out of the country, he saw how big the international interest in wrestling was.
“The amazing thing is in a lot of the other countries,” said Lynn, “the fans are even more rabid because they’re not oversaturated with wrestling like we are here in the states.”
This newest era of wrestling, he said, has also brought a new kind of pageantry and production value to the table: “I think it’s great.”
The way it all comes together, under the bright lights and over the booming music, Cole said anyone who loves wrestling will tell you it’s all about the push-and-pull.
“At least for me in my career, this has been the best and most exciting era there is, if you look across the board — not just AEW, but everywhere,” said Cole. “Pro wrestling is hot right now.”
With a plethora of options vying for audiences’ attention, though, AEW is under pressure to perform as its streaming product competes with WWE’s Netflix program.
“That's a juggernaut that you just don't want to go up against,” said Vela. “Go be the best that you can be.”
AEW will host its first pay-per-view in the Valley this May at Desert Diamond Arena in Glendale.
“The fact that they’re bringing us Double or Nothing here in Phoenix is pretty big considering that’s an event that’s typically held in Las Vegas,” said Vela.
Vela added that he’s looking forward to the brighter spotlight on Phoenix — not just as a sports city, but a wrestling destination.
“The independent scene alone just shows you that there's a lot to be taken here. In this area alone, we have at least a half a dozen promotions,” said Vela. “We work with a couple of them. And the fan base is just — it continues to keep growing here.”
