Lightning's new era rumbles into Norfolk

NORFOLK

They're taking this AHL business seriously.

For weeks now, the Tampa Bay Lightning brain trust has insisted the organization is determined to return the Norfolk Admirals to glory. On Tuesday, they delivered that message in person, sending a cadre of top officials - including new Lighting coach Barry Melrose - north to introduce Darren Rumble as the Admirals' new head coach.

"We're upgrading everything we're doing down here," said Brian Lawton, vice president of hockey operations for the Lightning. "We want the fans to know that and we want the players to know that.

"And there's no better way to say it that to show up and say it in person."

Rumble, an Admirals assistant last season, will be aided on the bench by Alan May, a former NHL tough guy who set the Washington Capitals' franchise record with 339 penalty minutes in 1989-90.

Also on hand Tuesday was general manager Mike Butters, who will replace Claude Loiselle and provide more of a hands-on approach in running the Admirals' day-to-day operations. Loiselle commuted between Norfolk and Tampa; Butters will live and work in Norfolk full time.

"It's another example of how they're investing in this," Butters said.

The hires are consistent with the new era of sweeping change throughout the Lightning organization as Tampa Bay's new owners work feverishly to avoid repeats of last year's nightmarish NHL and AHL campaigns.

"Now we're just going to pour everything we have into reviving this franchise," Rumble said.

At first glance, the rehiring of Rumble might seem curious. The former defenseman, 39, has never been a head coach. He was Steve Stirling's lieutenant during a 2007-08 season that was the worst in franchise history. And the Lightning's new ownership team had cleaned out virtually every other position of authority in the organization.

But, despite the Admirals' struggles last season, Rumble's relentless work ethic made an impression.

Lawton called Rumble the type of quality person the Lightning want throughout the organization. Melrose praised Rumble's passion and enthusiasm. Admirals forward Brandon Segal raved about the new coach's technical savvy.

"He structured his practices well, he's good with the video and he breaks things down in a way that's easy to understand," said Segal, who arrived in Norfolk at midseason. "My goal is to be in Tampa, but if I wind up playing for Darren Rumble, that'll be great, too."

Rumble also figures to be a hit with Admirals fans, who enjoyed his heart-on-his-sleeve energy - especially when contrasted against Stirling's relatively laid-back in-game style.

"If I see a missed call by the ref, I may let 'em know about it, along with the other 6,000 people in the building," Rumble smiled. "But I won't cross the line."

Under Rumble, the Admirals will adopt the same playing style as Melrose's Lightning, who are being advertised as aggressive, physical and up-tempo.

"The game should be played fast," Melrose said. "When people leave the building, I want them to say, 'Man, those guys play hard!'"

While he expressed confidence that he can deliver a winning product, Rumble acknowledged the Lightning are taking a bit of a chance hiring a first-year coach. Then again, the move is an example of the out-of-the-box thinking new owners Oren Koules and Len Barrie have employed in reassembling the teams.

An even better example is Melrose, who will return to coaching after a 13-year stint as an analyst for ESPN.

"We're doing a lot of things differently," Lawton said. "We're not bound by the past."

Or, if these moves work out, destined to repeat it.

Paul White, (757) 446-2630, paul.white@pilotonline.com