The ‘buzz’ is back around the Miami Heat, and the organization can feel it
The Miami Heat began to feel a new buzz around the organization this past summer.
It started with the June draft and the first-round selection of Tyler Herro. It continued in the summer league with the eye-opening play of Herro and undrafted rookie Kendrick Nunn. And it culminated with the acquisition of four-time All-Star Jimmy Butler in free agency.
“We actually started to feel the buzz, believe it or not, around summer league,” Eric Woolworth, the Heat’s president of business operations, said. “We got a sense that people in town were really paying attention to what was happening in Las Vegas. We had a bunch of young guys that were playing really well. It was exciting. That carried over, I think, into the fall.
“Clearly, the Jimmy Butler signing got people excited. I think that all carried over into the fall. Our preseason games were really well attended, and there was a lot of excitement right out of the block.”
After posting a mediocre 124-122 regular-season record over the past three seasons and missing the playoffs in three of the past five six seasons, the new buzz around the Heat has been noticeable from those within the organization.
That excitement and optimism from fans has continued into the season, with Miami entering Saturday with the NBA’s fifth-best record at 18-7. The Heat also won its first 11 games of the season at AmericanAirlines Arena, which is the best home start in franchise history, before suffering its first home loss Friday to the Los Angeles Lakers.
“It’s not just that we’re winning,” Woolworth said, with the Heat back on the road to take on the Dallas Mavericks on Saturday. “I think it’s the style of play that people are seeing. The team is so unselfish and they seem to be rooting for each other as much as they are for themselves. I think it’s not always that way in the NBA. So I think it has caught the attention of not just the local populous, but it’s starting to catch the attention of the national audience, as well.”
Stop and talk to Heat fans walking around AmericanAirlines Arena, and they admit the start to the season has them feeling re-energized.
“So far, it’s the best out of the last three or four years,” said Omer Nasiroglu, who was in attendance for Tuesday’s overtime home win over the Hawks. “It’s surprising because with Tyler and Kendrick Nunn, they’ve made a big difference. And of course, Jimmy Butler. The rookies have been the biggest surprise probably in the NBA.”
Neil Chauhan, a Heat season ticket holder who moved to Miami from London last year, said: “Big improvement from last year. The team last year, we weren’t winning many home games and we were losing to teams we should have been beating. This season, we’ve been [close to] undefeated at home so far. It has been amazing.”
In fact, the Heat finished with an underwhelming 19-22 record at AmericanAirlines Arena last season. It marked Miami’s worst home record since going 9-32 in 2007-08.
“When I drive to the games and I see our fans walking across Biscayne Boulevard, going up the steps of AmericanAirlines Arena, they all got their gear on,” Heat president Pat Riley said last season during an interview with Fox Sports Sun host Jason Jackson. “It’s like they’re going to a concert, they’re going to something that is special inside of the arena. They know they’re going to get good merchandise, they’re going to get good food, they’re going to get great service, they’re going to have great seats.
“And they expect a great product down on the court. And that’s why it disappoints me when we lose at home, because I don’t want to send them out of this arena feeling bad, like I feel.”
But the Heat has been winning at home this season, and the success on the court has carried over to other aspects of the organization.
It’s hard to quantify the impact the Heat’s strong start has had on business, especially since the team has a home sellout streak that dates back to the 2009-2010 season. Miami has currently sold out 431 consecutive games, including the regular season and playoffs, for the seventh-longest sellout streak in NBA history.
Woolworth said the impact can be felt in other areas, though.
“You can see the enthusiasm at the games,” Woolworth said. “You can see our social media numbers are on the rise, ratings are strong. You see it in sort of the periphery. The Vice campaign is going great, selling really well. Everything we’re doing is working. And we’re not geniuses, so clearly the product on the floor is absolutely helping drive the business.”
Season-long viewership on Fox Sports Sun is up 32 percent year-over-year through the first 23 broadcasts, according to Nielsen Media Research. Last month was the highest-rated November for Heat games on Fox Sports Sun since the 2015-16 season.
“I got one thing to say, this is Pat Riley,” said Kevin Cardonne, a lifelong Heat fan who grew up in Weston. “Pat Riley does this. He has been known to do this. He knows what he’s doing. He knows who he’s signing. He put the right people in charge to put us in position for this moment. I think we’re right where we need to be.”
Following the Heat’s 113-110 home loss to the Lakers on Friday night, legendary Heat guard Dwyane Wade tweeted: That [Lakers] vs [Heat] game is the best game I’ve watched all season. Felt like a playoff game in mid December.”
After a few disappointing seasons, by Heat standards, the organization looks to be trending in the right direction again.
“We tried to treat people the right way through the best of times so that when things weren’t the best of times anymore, people would hopefully remember that and keep supporting us,” Woolworth said. “That’s exactly what has happened. We try to do things the right way and I think we got pay back on that the last few years. Hopefully now, we’re headed right back up to where we were before and we’re really excited.”
