Easton was a family-started and family-run business until the patriarch Jim Easton got too old to run the place like he wanted. This happened about three years into my dream job and Easton was sold to a private equity group: notorious bean-counters, who care nothing about the integrity, personality, history or vibe of a place.
The first real sign of trouble was the call I got from my good friend and Easton Hockey President, Ned Goldsmith, who told me he was moving on. “Fired?” I asked incredulously. I mean, this guy had taken the company into the stratosphere with his carbon sticks. “Transitioning,” Ned said, in his best C-suite verbiage. “How about us reps?” I asked him, expecting the worst. “You’re probably the last thing on their mind for the moment,” he replied.
And he was right… about the ‘for the moment part’ anyway. A few months later my boss, our sales manager, was let go. Then the bean-counters introduced a new logo that they thought would redefine Easton for a younger generation- they called it the Screaming E. It was an E that had been torn apart (kind of like what they were doing to the company itself). I was officially nervous.
Meanwhile, the Atlanta news media started rumbling about a disagreement between the multiple owners of my home team, the Atlanta Thrashers. This group also owned the struggling Atlanta Hawks basketball team and the arena that both teams played in. The ownership group was called The Atlanta Spirit, but the only spirit they had was for themselves and their respective lawyers, not for Atlanta.
This was the second NHL franchise in this city. The first was a failed experiment in southern hockey that drew okay crowds, but more for the fights than the hockey, especially when the team missed multiple playoffs. The irony was that Atlanta GM Cliff Fletcher was left in charge of the club when they moved to Calgary and won a Stanley Cup there some 10 years later with the Calgary Flames.
The Thrashers weren’t the only team in trouble at that time. One of my other teams, the Florida Panthers, were drawing abysmal crowds and rumored to be on the block. And the Phoenix Coyotes were reluctantly being run by the NHL after the club had gone bankrupt.
One night, after the Thrashers left and my job was officially over, I had a dream. In that dream, the Phoenix Coyotes were brought to Atlanta and renamed the Atlanta Phoenix! Rising from the ashes of the Flames. Harkening back to the rebuilding of the city after it was torched in the Civil War.
If I only knew a few billionaires, maybe I could have persuaded one of them. Hey Bruno Mars, you there yet?!