A Force in the Region
Almost from the first puck drop back in the fall of 2017, we have been writing about the importance of the Springfield Thunderbirds — not just to the general psyche of the region (it’s good to have a pro sports team to root for) and to the vitality of Springfield’s downtown, but also to the local economy.
We’ve said many times that the team is a powerful force not just for filling bars and restaurants, and the casino on Main Street, but for job creation and supporting jobs elsewhere in the Pioneer Valley.
And now, we can quantify this broad impact.
Indeed, a recently released report details a study undertaken by the UMass Donahue Institute showing that the team’s operations have generated $126 million for the local economy since 2017.
The study included an analysis of team operations data, MassMutual Center concessions figures, a survey of more than 2,000 T-Birds patrons, and interviews with local business owners and other local stakeholders. Among its most critical findings, the study shows that the T-Birds created $76 million in cumulative personal income throughout the region and contributed $10 million to state and local taxes.
Meanwhile, the report shows that the team has doubled the number of jobs created from 112 in 2017 to 236 in 2023, and estimates that income per job created by the T-Birds is approximately $76,000, and that each job created by the Thunderbirds creates or supports 3.3 other jobs elsewhere in the Pioneer Valley.
Overall, the study concludes that the franchise, which has enjoyed success both off the ice and on it, including a run to the Calder Cup finals in 2022, is having a true ripple effect that extends beyond the walls of the MassMutual Center. Indeed, the study found that 78% of T-Birds fans spend money on something other than hockey when they go to a game, including nearly 70% who patronize a bar or restaurant or MGM Springfield. It also found that median spending by fans outside the arena is $40 per person on game nights and that every dollar of T-Birds revenue is estimated to yield $4.09 of additional economic activity in the Pioneer Valley.
We’re not sure, but it’s unlikely that even those business owners who came together to 2016 to save professional hockey in Springfield could have imagined this kind of impact. The numbers clearly show that they did more than bring a franchise here; they put together a team, led by President Nate Costa, that has put a quality product on the ice, marketed it in ways that are the envy of the American Hockey League, and turned that product into an economic engine.
Over the years, Costa and the team’s ownership group have won a number of awards from BusinessWest, everything from a Forty Under 40 plaque and a Difference Makers award for Costa to the Top Entrepreneur recognition for the team’s owners and managers.
Together, those awards speak volumes about what a success story this has been, not just for hockey fans, but for the entire region. But the Donahue Institute report speaks even louder. It puts numbers behind the words and quantifies what can only be called an unqualified success.