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Lightning making Tampa Bay ‘truly a hockey town’
Stamkos leads NHL renaissance in nontradtional market
TAMPA, Fla. — When the Tampa Bay Lightning earned the right to pick first overall in the 2008 draft, “Seen Stamkos?” billboards went up all around the area. It was no secret that Steven Stamkos was their guy, set to become the face of the franchise.
Despite the initial buzz, Stamkos didn’t immediately become a recognizable face in Tampa.
“You used to be able to walk around the mall or the streets and not be noticed,” he said.
That’s not the case anymore. Helped by Stamkos‘ emergence as one of the NHL’s best, the Lightning are competitive again and in the midst of a hockey renaissance in Tampa. The franchise is two lockouts and almost nine years removed from winning the Stanley Cup, but thanks to a charismatic coach, deep-pocketed owner and strong core of stars, it’s thriving in a nontraditional market.
“It’s truly a hockey town,” Stamkos said. “And for people that don’t really associate hockey and Florida as two things that are in common, I’d suggest they come down and take a look at the game. The fan experience is unbelievable, and it’s a great place to play.”
“Obviously, it was huge; it was big for the market; it was big for a Southern market and a Southern team,” Lynn Wittenburg, Lightning vice president of brand management, said. “I think having quality hockey in this area was great, and it was an exciting time and exciting for our fans, exciting for us as an organization. So that definitely let everyone know it’s possible.”
Before the John Tortorella era that culminated with just the city’s second major professional sports championship, the Lightning made the playoffs just once. Washington Capitals defenseman Roman Hamrlik spent five-plus seasons in Tampa Bay after being the first pick of the franchise in 1992.
“We were an expansion team obviously, and it took a little while to get the fans here,” Hamrlik said Thursday. “It was not easy, but one time we made the playoff, and we had such a good crowd. The town and the fans were really into it against the Flyers, I think. Obviously, the team build on and put some really good players, and they went to the final; they won the Cup.”
The good times rolled, and the champagne flowed with that victory. But the Lightning never got a true chance to be defending champions, as the 2004-05 lockout wiped out the entire season.
Ownership changes, including Oren Koules and Len Barrie’s fitful time in charge, mixed with losing to cut into what the Lightning gained from winning the Cup. Fortunes changed when Jeff Vinik bought the team in 2010 and hired Steve Yzerman as general manager.
“When Vinik came back in after some ownership group changes, he brought stability, and he brought a focus on both hockey but also community and also on giving back and that kind of stuff,” she said. “His philosophy is to give back and make this part of the community and make sure that hockey is ingrained in the community here, and it’s been working.”
Before Vinik took over, the season-ticket base was about 5,500; now it’s 11,000. In a market that didn’t have any semblance of hockey tradition before the early 1990s, Vinik has a lofty vision for Tampa.
“There’s no way we can’t be the Green Bay Packers of the NHL,” he said at the team’s media day last month. “We have very high aspirations for this organization.”
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