A Vital Cog in Springfield’s Engine
You can look in any direction you choose during this pandemic and find developments that are disappointing, sad, and, in some cases, heartbreaking. It’s hard to single out specific stories from all the others.
But in the case of the Springfield Thunderbirds, the American Hockey League franchise that plays in the MassMutual Center, we find a story that is particularly poignant and frustrating — one that shows just how much this crisis has taken from us.
Indeed, this team had become one of the great symbols of Springfield’s renaissance, one of the very bright lights in a city that was once quite dark, figuratively if not literally, one of the reasons why people working downtown had to pay attention to their arrival or departure time because, if they didn’t, they might get caught in a traffic jam — a somewhat annoying, but, for those rooting for Springfield, almost joyous traffic jam.
Yes, the Thunderbirds were a feel-good story, a team that was selling out the MassMutual Center on a regular basis, bringing luminaries like David Ortiz, Pedro Martinez, and even Ric Flair to the city, and setting the bar ever higher when it came to strategies for attracting fans, creating visibility, and involving the franchise in the community.
This is a management team and ownership group that even took home BusinessWest’s Top Entrepreneur prize in 2018.
And now? This is a team in limbo, a franchise that doesn’t know if, when, or under what circumstances it can again play games. So much is up in the air, and almost everything is out of the control of a management team led by President Nate Costa.
In a way, the T-Birds have become a metaphor for this pandemic. In many ways, we’re all in a holding pattern of some sort, waiting and hoping for things to return to the way they once were.
The team is symbolic of the pandemic’s impact on the business community in another respect — a team that did a great job building itself up, literally from scratch, will now have to rebuild. It won’t have to start from scratch, but it won’t be able to just turn the clock back to pre-pandemic days, either.
In many ways, we’re all in a holding pattern of some sort, waiting and hoping for things to return to the way they once were.
It will have to work hard to get fans back, build up its presence, and, hopefully, regain everything that’s been lost over the past eight months — and counting.
In many respects, most every business in this region will have to do the same thing. Eventually, although no one knows when, the pandemic will ease, and life will start to return to normal. Companies will have to rebuild what they had and regain the customers and business lost.
And as they do that, they can look to the Thunderbirds for inspiration, a team that built itself up the right way, and will no doubt rebuild itself in similar fashion — using imagination, best practices, and a passion for continuous improvement to set and reach new goals.
What’s happened to the T-Birds is unfortunate on many levels. This team did seemingly everything right; it did everything a forward-thinking company is supposed to do to thrive in the moment and prepare for the future. But in a moment, it lost control of its fortunes and its fate — at least for the short term.
We have little doubt this team will bounce back, eventually, and be part of Springfield’s efforts to rebuild from this crisis. In five short years, it has become a symbol of excellence and perseverance. And moving forward, we hope it becomes a model for how to survive the pandemic and become even better and stronger for it.