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Vinik Sports Group

CMS Platform: WordPress

Website Design & Development

Imagining a website experience from scratch

Content Strategy

Positioning the unknown brand behind some famous team names


A secure, reliable home for the new website

large crowd at arena for lightning game

Client Brief
Vinik Sports Group

The Name Behind the Team

Jeff Vinik, owner of the Tampa Bay Lightning hockey team, sought to raise the profile of parent company Vinik Sports Group (VSG) by creating a new website. VSG manages and operates two sports venues — Amalie Arena and Yuengling Center — as well as Embarc Collective, a non-profit startup incubator.

The goal was to market VSG locally and regionally as a leader in the sports and entertainment industry that can assist other companies with facility management, live event creation and execution, partnership development and ticket sales.

performer on stage at a concert


Starting From Scratch

VSG was then known as Tampa Bay Sports and Entertainment and needed to launch a new brand identity along with the new website. They had no website at all to start with, and little public name recognition for the old name or the new. The company website would have a lot to accomplish. VSG chose Bayshore Solutions from among a shortlist of local developers.

VSG partners with Teamwork Online for its job posting and application process. Up to this point, job applicants would have to go to this third party site directly to learn about available positions and to apply, giving them no direct contact with the brand.


New Name, New Website 

Bayshore Solutions developed a custom website design using excellent photos and videos that VSG provided. The design team organized the site in a way that helped the visitor understand who the company is and what they do. The Wordpress design allows the company to easily make updates internally and provides the opportunity to scale as VSG adds new venues and partners to its portfolio.

Bayshore’s developers also built an integration with Teamwork Online, the job application website, which pulls the top listings into a page on the VSG site. They also created a VSG-branded page for Teamwork Online so that applicants feel as if they’re still on the VSG website when they enter the application process.

rocky and usf football team


    Ready for the Future

    The new site launched in January 2020, receiving regional and national media attention. The new website lets visitors get to know VSG as a company, beyond the already well known names of the sports teams and venues associated with it. It positions them to attract new partners and venues.


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