Florida Panthers hoping to copy Lightning's success

Kevin Allen | USA TODAY Sports

TAMPA - The NHL's Florida experience is viewed as a tale of two cities, the best of times for the Tampa Bay Lightning and the worst of times for the low-drawing Florida Panthers.

But the fact that Tuesday's night's game at Tampa's Amalie Arena is important for both franchises tells a different story of how the Florida teams might finally be competitively relevant at the same time for the first time in NHL history.

"I think we are on the right track to becoming a franchise very similar to them and hopefully we can create a rivalry more than what it is," Panthers defenseman Eric Gudbranson said.

The Panthers didn't have to look far, only 256 miles driving distance, to find a role model for success on and off the ice. The Lightning are one of the NHL's model franchises, ranking fourth overall in the league standings and in the top 10 in attendance with about 18,800 fans a night.

Although ranked last in attendance at slightly above 11,000, the Panthers have begun to make progress on the ice and also in their marketing in their second season under owner Vinnie Viola.

"What you are seeing in Florida demonstrates the proposition that ownership is vitally important," NHL Commissioner Gary Bettman told USA TODAY Sports. "In Tampa, Jeff Vinik came in and went all-in both personally and with financial resources."

Vinik, owner since 2010, said he wanted the Lightning to be the "Green Bay Packers of the NHL" and his people transformed them into a Stanley Cup contender, raising the team's visibility in Tampa and around the NHL.

Center Steven Stamkos, the only Lightning player who predates Vinik, says the before-after difference is "night and day."

"He not only invested in the team, but also the community," Stamkos said. "His goal is to be a world-class organization, and he says that all of the time. And that's what's happening. We are sold out every night and there is a buzz around town."

Vinik recognizes a community hero at every game and donates $50,000 to that person's charity. Before the game, he spends time getting to know that hero.

"He knows it's not a typical hockey market, so it has to be a fan experience, and he has nailed that," Stamkos said.

The Lightning have built the team slowly, steadily, relying heavily on their prospect system. But Vinik has also shown he is willing to spend, evidenced by the signings of free agents Anton Stralman and Brian Boyle last summer. They also persuaded Ryan Callahan to stay rather than test free agency.

"Vinnie Viola is the same kind of owner," Bettman said. "It didn't happen for Jeff on Day One. It took him a couple of years. And that's the path he's taken."

Viola met with Vinik to get a better understanding of the strategy he used to give the Lightning a thunderous impact in the hockey world.

"(His situation) is not so different than what I inherited here five years ago," Vinik said. "Vinnie is a smart guy, and I think he is on the right path to turning the Panthers around."

Viola showed his commitment before this month's NHL trade deadline when he gave his blessing for the acquisition of veteran Jaromir Jagr, who has given the Panthers a spark.

"Absolutely a genius pick-up," Gudbranson said.

Vinik's early decisions included hiring Steve Yzerman as general manager and Tod Leiweke, a Seattle Seahawks executive, as CEO.

"(Vinik) is a very knowledgeable hockey person," Yzerman said. "He is aware of everything that is going on in the league and at the league level. He gets involved at the board of governors level. He knows our team inside and out, our coaching staff and our minor league system. For me, he is a good sounding board to bounce my ideas off."

At a recent Lightning game, a video showed highlights from the team's history. When it showed the day Vinik bought the team, fans started clapping boisterously

"I was in the press box, I turned to the scout next to me and said, 'Have you ever seen fans applaud an owner?'" said Jay Feaster, Lightning director of community hockey development.

Vinik had a clear vision on what he wanted to do, who are among the NHL's best offensive teams.

"He would say we are about 65 or 70 percent up the mountain," said Lightning president Steve Griggs. "The goals are lofty and once we get there they are going to be raised."

Griggs calls Vinik the nicest man he has met.

"It all comes down to the guest experience in our building," Griggs said. "That's what has been transformational of our brand. Yes, we have a good hockey team on the ice and good management. But our vision of service comes from (Vinik). Whether a fan is a million-dollar sponsor or in the upper bowl, (Vinik) wants to treat him or her the same way."

Viola, a West Point graduate, retained general manager Dale Tallon, who has a strong reputation around the league for knowing talent., and recently hired former Philadelphia Flyers President Peter Luukko.

Luukko was with the Flyers when the Panthers defeated them en route to the 1996 Stanley Cup Final. That was the last time the Panthers won a playoff series.

"That was the year fans were throwing (plastic) rats on the ice to celebrate goals," Luukko said. "It was a nice run. So I know the market is here."

Luukko is confident there is interest in hockey in South Florida. The Panthers, who recently almost had to use an assistant coach in net because of injuries, came up with a novel publicity stunt of holding tryouts for "the backup to the backup backup" goalie.

"We had 1,500 applicants from all over the world, but the majority of them were from Florida," Luukko said.

The Panthers' primary problem is convincing fans the team can be competitive and will stay in South Florida.

If they can't wrestle a wild-card spot away from the Boston Bruins or Washington Capitals, they'll miss the playoffs for 13 of the past 14 seasons. Given that lack of success, the Panthers are usually mentioned as a team that could relocate. Viola has said publicly he has no interest in moving.

The Panthers took a step toward doing it right this season by refusing to give away tickets. The optics have been distasteful, with photos showing the team playing to empty seats, but the Panthers believe the decision is crucial to long-range financial stability.

The team is rich in young talent, led by defenseman Aaron Ekblad and forwards Nick Bjugstad, Aleksander Barkov and Jonathan Huberdeau. Popular Roberto Luongo stabilized the goaltending.

"There is an understanding down here about how good we can be," Gudbranson said. "We are surprising teams now. It's not easy to play against us."

Everybody believes the Panthers, Lightning and the NHL would benefit if the Florida teams had a better rivalry.

"It's a different atmosphere every time you go in there," Stamkos said. "It's tough to get a full rivalry going when it's half empty. It's nothing against them as a team. They have a competitive team. They are in the thick of things."

Gudbranson sees it changing.

"The last time we played, there were tons of fire in that game," he said.

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