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SBD/February 1, 2011/Franchises
Lightning Unveil New Logo, Uniforms For '11-12 NHL Season
Published February 1, 2011
BACK IN A FLASH: In St. Petersburg, Jeff Harrington notes the new uniforms, “new logo and some rebranding cost close” to $1M. Add in the jerseys the team is giving away to “thousands of full season ticket holders (at about $150 apiece) along with heavy concession and merchandise discounts at games, and the price tag escalates quickly.” The team today also is expected to announce “a major charitable contribution at Metropolitan Ministries.” The club tomorrow will “reveal more plans for an estimated” $40M renovation to St. Pete Times Forum. Hillsborough County documents indicate that the team “wants to be reimbursed for much of the expense using tourist taxes," but Lightning officials indicate that Owner Jeff Vinik is “prepared to move forward with or without the pledge of financial support.” Harrington writes, “Put the spending spree together -- along with $5 million Vinik & Co. already spent on Forum improvements -- and it looks like a long-term commitment to the Lightning.” Vinik still “won't say how much he'll invest or how long he's willing to wait to turn a profit.” But Lightning CEO & Minority Owner Tod Leiweke said the money spent on the uniform and logos alone "is not for the faint of heart." Leiweke's "yardstick of success is a visual one." He “wants the inside of the Times Forum to look like it did during the Lightning's Stanley Cup championship season” in ’04 (ST. PETERSBURG TIMES, 2/1).