Vinik quickly leaves his mark

It's been interesting to observe some of the doings during the first two weeks under new owner Jeff Vinik, who officially took control of the Lightning on March 3.

Since the news conference to formally introduce Vinik to the community, the team has been pushing a "Bring It Back" marketing campaign hoping to lure fans back, convince season-ticket holders to stay on board and try to conjure up memories of the team's most successful season in 2004 with words such as passion and glory.

It's a far cry from the past two seasons when the now former regime tried everything possible to convince anybody who would listen that the Stanley Cup never existed in Tampa Bay, a flawed attempt in trying to build a new tradition.

Now, the 2004 Stanley Cup championship is something Vinik, who took a hands-on approach to building the new campaign, is trying to sell.

Specifically, watching commercials air during television broadcasts - on Sun Sports and locally during national telecasts, as well as in the arena during games - has been a fascinating change of direction. Even the 18-page brochure circulated during a season-ticket campaign and handed out to fans as they leave the building after games is making as many references to the glory of the team's past success.

The back page of the pamphlet shows a picture from opening night in 2005 that featured the banner-raising ceremony celebrating the team's title. The television ad shows Marty St. Louis lifting the Stanley Cup over his head.

There are other areas in which Vinik, who has relied heavily on former Lightning COO Sean Henry to help with the transition, has had a change of direction.

A year ago, the team made news when it announced that arena employees would be required to pay up to $30 a month to park on team-owned land during working hours. Employees recently were informed that the monthly parking charge was being eliminated.

The meal room, used on game nights to feed staff members as well as the off-ice officials and media, received a major upgrade in the past week. Instead of catering pans housing mass-produced selections, there is now a carving station most nights in addition to a pasta station.

While on the surface upgrading the meal room wouldn't seem to be a big deal, it's an area to help with building morale, which was seen Thursday when a group got together to sign a card for Vinik to thank him for the upgrade in the food selection.

It doesn't seem like much, but considering it's been less than a month, Vinik already has shown he is willing to back up his words with actions in order to help bring back a first-class franchise.

Now it will be worth watching what other changes might be in store as the season winds down and he has more time to evaluate what areas are in need of an upgrade.