Springfield Thunderbirds ready to soar

June 15, 2016 | Chris Maza

chrism@thereminder.com

SPRINGFIELD – Hockey in Springfield will rise again and will do so on the wings of the Thunderbirds.

The city’s new American Hockey League franchise unveiled its new name and logo this week, officially kicking off its marketing and community outreach efforts in Western Massachusetts.

The Thunderbirds moniker, Executive Vice President Nate Costa and initial organizing investor Paul Picknelly explained to Reminder Publications, represents a melding of past symbols of Springfield hockey and another integral piece of the fabric of Western Massachusetts.

“We believe it’s an exciting name that pays homage to two major hockey teams in Springfield,” Picknelly said. “The logo has the falcon in it and we also believe pays homage to the Springfield Indians as the Thunderbird is an American Indian legend. We also believe it pays homage to the local Air Force bases.”

Costa said while honoring the past, he believes the new logo will help created dynamic new energy that reflected the excitement and optimism for the future of the city.

“I think there’s a lot of cool stuff we can do based off the logo … This lends itself to something we hope kids are excited about and is also sleek and modern enough that adults and everybody are happy to adorn the mark and wear it around town and be proud of it,” he said. “A lot of our conversation centered around the city and the new energy around the city and I think we’ve accomplished that.”

Costa specifically referred to incorporating the logo and brand into the team’s revamped season ticket membership program with the concept of “earning your wings.” He added he hoped to be able to develop a concept for a mascot that would be unveiled at a later date.

The franchise utilized a number of resources on an extremely tight timetable in developing the name and logo. Team spokesperson Dennis Murphy explained the franchise even had to ask for a deadline extension from the AHL.

“When we were just getting started [developing a logo], they told us they needed it,” Murphy said.

Picknelly said the team received significant contributions from AHL executives, located on the 24th floor of One Monarch Place – one below his own office – as well as the Florida Panthers, the team’s NHL affiliate, and Las Vegas-based MGM Sports Marketing in developing a logo.

“We were blessed by having the opportunity to tap into some experience we most likely would not have had available to us [in another market],” Picknelly said. “The culmination of all of these talented people in sports marketing came together in a very short period of time and we believe they made an incredible looking logo.”

The concept for the logo was derived in part from the feedback of 2,600 respondents in an internet survey.

Costa added the incorporation of the falcon into the logo was deemed imperative.

“I think it is an absolute reflection of the community. When we talked about what was really synonymous with Springfield, and specifically downtown Springfield, we kept coming back to the peregrine falcon and how important that is the to city, how loved the animal is and how fierce and cool the actual bird is,” he explained. “The peregrine falcon is the fastest animal on the planet.”

Costa went on to say the bird’s preying nature and speed also drew parallels with military aircraft and the team was able to mesh to two concepts together.

“Recognizing our local military personnel is going to be a big part of our community outreach,” he said.

Going hand-in-hand with the logo reveal was the launch of the team’s website – www.springfieldthunderbirds.com – and social media outlets. The team will maintain a Facebook page, plus accounts on Twitter, Instagram, Snapchat, Vine and Flikr, all under the screen name thunderbirdsahl. Costa said the initial website’s landing page would focus primarily on season tickets with more features forthcoming.

“The website is going to be a very modern and ticket-friendly website and also mobile friendly,” Costa said. “It will be easily accessible on your desktop and your phone. Having a new place that is new and clean and modern provides a fresh outlook and it’s coming together very well.”

In one of its first steps into incorporating the logo into community outreach, the 2,600 who filled out surveys each received a letter of invitation penned by Costa to the public unveiling of the logo at the MassMutual Center on June 15.

Those in attendance had the opportunity to put down deposits for season tickets. Costa noted that those who were previously Springfield Falcons season ticket holders would have priority in the team’s new season ticket membership program, giving them the opportunity to retain their previously-owned seats.

With a membership, season ticket holders would receive additional benefits not exclusive to the hockey season.

“The concept is a more holistic, year-round approach rather than relying on our fans to be involved in just the regular season. It’s about finding ways to show value to our season ticket holders outside of just coming out to games,” Costa said, adding the team is discussing hosting more events and customer appreciation opportunities for those who purchase season tickets. “A big part of this is relationship building. We want our season ticket holders to feel valued and to know their support is appreciated. That’s a big part of my vision.”

Picknelly added that the investors group will also play an “instrumental” role in the team’s community outreach.

“Right now we have over 20 people who are committed investors,” he said. “These are owners of businesses that are entrenched in the community. We’re going to have a much better presence in our community through these businesses.”

Picknelly specifically pointed to the robust business of investor Tony Caputo’s Red Rose Pizzeria as a powerful tool and also said a plan is being developed with local Dunkin Donuts franchisees Peter Martins and Derek Salema to tap into their locations’ 250,000 weekly customers.

He also noted the investors group represents four of the five major hotels in the city.

“I think we’re going to look at the way we try to sell our overnight guests hockey in Springfield in order to do it better than we have done in the past,” Picknelly said. “On any given night there’s upwards of 1,000 people looking for something to do in downtown Springfield and we have an option for them that is very affordable and within walking distance of the hotels.”

Murphy called the sales and marketing of the team “the big question looming,” but said the combined experience of the ownership group would be an incredible tool.

“I would argue that with these 20 owners you’ve created the most impressive and most forceful marking department ever created possibly anywhere in Massachusetts, but certainly in this region,” he said. “You have 20 of the most successful businesses, all of whom in and of themselves have marketing expertise, all working on one project and I think it’s going to be a blueprint for other organizations on how to do things.”

MassMutual’s significant financial donation to the Springfield Business Improvement District was also an integral piece in bringing a franchise back to Springfield, he added.

“That commitment that MassMutual made was the ensure the quality of life for its employees and the community at large,” Picknelly said. “We couldn’t be happier to be working with MassMutual and their commitment will help continue to make hockey a presence in Springfield forever.”

Murphy added the team’s success would ultimately be tied to the opinions of Springfield’s downtown corridor. He stressed that franchise representatives have met several times with public safety agencies to ensure the continuation of a sterling safety record at the city’s sporting events. He also noted recent steps to improve the area and the high level of economic development, including the MGM Springfield casino project, will also be pivotal in changing public perception.

“I think the commitment to public safety is unprecedented in the city in general, but in particular in the downtown corridor. While it has always been safe, we believe it will become one of the most enjoyable regions in the Commonwealth to have social, sports and entertainment experiences,” he said.

Got a comment about this story? Go to http://speakout.thereminder.com and let us know.