New Wichita Thunder owners get the word out
During most games, Thunder general manager Joel Lomurno is focused closely on the action. A staff member of the Central Hockey League franchise for 19 years and a longtime fan of the sport, he has a knack for predicting goals, and also fights, seconds before they happen.
Last Friday night, during the team's first exhibition game, Lomurno found that his attention was divided, and for good reason.
The Thunder's new owners, Rodney, Brandon and Johnny Steven, were in attendance at the Wichita Ice Center, and Lomurno continually monitored their response after a big hit, goal or fancy save.
"Their enthusiasm matched the enthusiasm of the fans in the stands," Lomurno said. "They were very excited about being there. And I can tell you that they had smiles on their faces after we won, even though the game didn't count."
Their enjoyment, and pride, was no surprise, given how the Wichita brothers have dedicated themselves to Thunder hockey since buying the team from Chicago businessman Horn Chen, who owned the team since its inception in 1992.
The brothers bring business experience to the sporting world as owners of Genesis Health Clubs and Brandon Steven Motors. Genesis recently assumed operations of the city-owned Wichita Ice Center, where the Thunder plays exhibition games and sometimes practices.
Chen certainly deserves credit for keeping the franchise in Wichita, even when the team lost money, but he was seemingly uninterested and, privately, staff members complained about his lack of attention and investment in the franchise.
By contrast, the Steven brothers have been hands-on and enthusiastic, Lomurno said.
"The biggest influence they've had would be the extreme amount of excitement and devotion they've shown to this organization in just two short months," Lomurno said. "The first 19 years, our owner wasn't at many, if any, games. With Rodney and Brandon, we see them or hear from them every day.
"They're pushing us hard and helping us set us some lofty goals, and they're giving us great resources so we can be successful. They're fired up and thorough and full of ideas. They want us to be the elite team in the CHL, on and off the ice."
Rodney Steven said that, while the staff was hard-working and dedicated when he took over, it was missing the daily presence of an interested owner.
"To be honest, I felt like there wasn't any local leadership here for them; it was like, who do they work for?" he said. "We (he and his brothers) work hard. We lead by example."
More tangible changes have been made.
Rodney Steven said that the Thunder was "way understaffed" and working in "survival mode," so he added four full-time workers, upping the staff to nine, and doubled the number of interns the team uses to six. Eventually, he hopes to have a staff of 15.
In addition, the advertising has increased noticeably. The team's new marketing firm has placed numerous rather provocative ads in The Eagle, and radio ads have trumpeted coach Kevin McClelland's abilities and the team's talented roster.
Rodney Steven said that his advertising budget will be 10 to 15 times last year's, an increase necessary to attract the attention of Wichitans who haven't been to a game; Steven estimated that number to be 70 percent.
"I've got to get the word out about this team," said Steven, 39. "I am amazed at the number of people I know who have never been to a hockey game. I think once they come to a game, they'll be like, 'Wow, this is an experience.' It's our job to get them to come, and, once they do, they'll fall in love with this team."
In the franchise's first full year at Intrust Bank Arena last season, the Thunder averaged 5,342 fans — third-best in the CHL but only a modest increase from the previous season (5,001), when the team played half the season in the Kansas Coliseum.
Steven said he thinks the team can average, at the least, more than 7,000 a game this season, but he declined to be more specific. "Our goal is to sell out opening weekend and go from there," he said.
The Steven method appears to be working.
Lomurno declined to estimate the size of the crowd for opening night tonight and Saturday in Intrust Bank Arena, but he said the office has been "crazy" and that he expects "big crowds." The arena holds 13,000 for hockey. Regarding off-ice success, he said the staff is already closing in on its goal of $500,000 in corporate sponsorships. (Last year, the total was $430,000.)
At a time of uncertainty in the CHL — four teams from last year are gone, including champion Bossier-Shreveport, which folded — the Thunder appears to be more stable than ever. League commissioner Duane Lewis said he met the Steven brothers at a league meeting in late August in Kansas City.
He said the league is impressed with the brothers' increase in advertising, which "will be good for attendance and trickle down to corporate sponsors." Lewis added, "We've been very impressed with what they're doing now and their game plan for the future.
Steven said that at least one of the brothers will be at every home game.
"We're so lucky to have the Thunder in Wichita," he said. "I want people to know that we're extremely dedicated to the team and the fan base."
This story was originally published October 21, 2011 at 12:00 AM with the headline "New Wichita Thunder owners get the word out."