How trailblazer Jessica Campbell’s ‘different lens’ paid off in her first year as an AHL coach
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Ryan S. Clark, NHL reporter
SEATTLE — Bringing up Jessica Campbell’s name to anyone who has worked with or watched her work with the Coachella Valley Firebirds over the last year will illustrate why she gained a massive amount of trust in such a short time.
It’s been a little more than a year since Campbell made history when the Firebirds, who are the Seattle Kraken’s AHL affiliate, hired her as an assistant coach, making her the first woman to be behind the bench as a full-time coach in AHL history.
“She’s got a knowledge and an experience and a talent that players can see and understand and they know if they listen, they can get better at what they are doing,” Firebirds coach Dan Bylsma said. “That was evident right from the start and it came through some of the results that we got.”
One conversation with Campbell goes into a number of different subjects. It can range from the importance of building respect with players and empowering those players to reach new levels to managing the outside expectations that come with being a trailblazer in the ever-expanding discussion regarding representation and diversity in hockey.
Campbell navigated those items against the backdrop of the Firebirds’ first season. Their inaugural campaign started with the Firebirds playing their opening 20 games on the road with their arena still under construction. It ended with the Firebirds having the second-most points in the regular season and eventually falling a goal short of winning the AHL championship, the Calder Cup.
For Campbell, the initial step toward helping the Firebirds find success was to establish a foundation centered around respect. That meant letting those players know she was committed to their success and making sure she was doing her job to help them to the best of her ability.
Campbell spoke with players about their goals and the areas where they could improve and let them know she was willing to work with them for as long as they wanted.
“That’s the approach I take — it’s to work with them on an individual level,” Campbell said. “It’s how I want to support them, how they can be helped and then build around that. I was also involved in special teams and running power play. So again, the communication piece and showing them that my mind is creative and I wanted to bring that creativity to them and to the approach of how I could coach them and show them different ways they can think about the game or approach different situations.”
Supporting players to help them on the ice was only one part of Campbell’s approach. She also made a point to routinely check in with players to see how they were doing away from the ice and if they needed to talk about whatever was on their minds.
Firebirds director of business and hockey operations Troy Bodie said Campbell “really took it upon herself” to have meaningful conversations with players.
“It happens all the time where players are going through things and slumps,” Bodie said. “She can talk to them to get them to talk about whatever they are going through. Dan does not ask her to do it. She sniffs it out, goes and finds a player. Whether it is in the locker room or on the ice after practice, she goes and does it and does a great job with it.”
Campbell’s background as a skills coach means she can work with players to improve various aspects of their game, such as skating. Bodie said Campbell took “a lot of pride” in spending significant time with players before and after practices on different areas they wanted to develop.
Bodie estimated that the demand for Campbell by the players was so great that she was likely overworked because she excelled at creating such a high level of respect and trust in just one season.
“Before practices, she’d have half-hour skill sessions that would have 90 percent participation,” said Bodie, who played in more than 500 games between the AHL and NHL. “I was shocked because there’s usually never that much participation for an optional skills practice.”
That work was one of the reasons the Firebirds had success as a team and why numerous players achieved individual accomplishments. Campbell’s primary responsibilities were working with the forwards and running the power-play unit.
Scoring goals either 5-on-5 or with the extra skater advantage was not an issue for the Firebirds in 2022-23. They scored 257 goals, which gave them the third-highest scoring attack in the AHL, while also having 10 players who scored more than 10 goals in the regular season. Their power-play unit finished 14th out of the AHL’s 32 teams with a 20.3% success rate. Bylsma said the Firebirds’ power play ranged between seventh and 14th throughout the season.
The Calder Cup playoffs were no different. The Firebirds had 10 players finish with more than 10 points while leading the AHL with 89 goals — 35 more than the team that finished second in scoring, the Hershey Bears, who beat Coachella Valley for the Calder Cup.
Forward Tye Kartye, who was an undrafted free agent, was named the AHL Rookie of the Year after leading all first-year players with 57 regular-season points (28 goals and 29 assists) and eight points in 18 playoff games. Kartye’s performances led to him being called up to Seattle, where he scored three goals and had five points in 10 playoff games.
“I think players can sense the motive, sense the passion and sense the reasoning why you are a coach who is trying to get to them and why you talk to them,” Bylsma said. “When they see you are in it for them and have their best interest in mind, they are ready to listen. It may not be a loud voice, a rah-rah voice. It may not be a coach’s voice. We hope some of it comes from our players as well. But when a player understands that and senses that, they are all in — and our guys were all in.”
One of the Kraken’s top prospects, forward Shane Wright, spent part of his first professional season with the Firebirds, appearing in eight regular-season games and 24 playoff games. Wright repeatedly stressed how Campbell was “a smart hockey mind” while adding there is a lot to learn from her.
Wright said Campbell told him to “just be yourself” and to play his game. Wright, who was the fourth pick of the 2022 NHL draft, said Campbell told him to stay true to what got him to this point and continue to expand on those abilities.
Wright said the dialogue he and other players had with Campbell led to a collaborative process. He said it felt like there was an understanding that players could give their thoughts to Campbell and vice versa with the idea that everyone benefited from having an open dialogue.
“We feel comfortable going to her if we have a suggestion for her or if she sees something in our game that maybe we can fix or change — building that chemistry or that relationship is always really important,” Wright said.
For as much as Campbell’s job is about developing players, Bylsma explained why the AHL is also an important development stage for coaches.
Bylsma, who won a Stanley Cup and had 320 victories as an NHL coach, said his most formative years as a coach came in the AHL. He described his time spent in the AHL as “a marathon of learning” that allowed him to harness skills such as crafting and delivering a message to a team in ways that hopefully resonate with players.
“Unquestionably for a coach, being in the AHL is huge for their development,” Bylsma said. “Hopefully, as a coach for Jess and [Firebirds assistant Stu Bickel] that is part of my job to develop them as well and I hope that was the case this year.”
Campbell’s success on multiple levels in her first year behind an AHL bench is only just part of her story.
There is also the narrative around Campbell’s first season as it relates to being a coaching pioneer because, until her, there had never been a woman on an AHL bench in a full-time capacity.
“Anything you do differently, any way you approach things differently is always going to get recognized,” Campbell said. “The reality is anytime you see someone doing something different, you’re going to recognize that difference. … I always tried to look at the positive of, ‘Yeah, I might be different. But because I’m different, I’m bringing a different perspective and I’m bringing a new lens to the game and to the guys and to our locker room that they either haven’t heard before or it might be different.'”
Campbell said her ultimate hope is that while her being on the bench is different, there will come a time when seeing a woman on the bench of a men’s hockey team becomes normalized. She said as the season went on, she didn’t focus on being the only woman on an AHL bench but saw it more as the Firebirds having an assistant coach who happened to be a woman.
She also acknowledged how being in her position comes with pressure to perform because she knows there are other women with the same goals and aspirations as her.
“There are other people that perhaps from the outside are looking at it differently,” Campbell said. “I feel and I take pride in knowing that if our team succeeds, if I can succeed, then others are going to have the doors held open for them and that’s where we want the game to go.”
How did Campbell grapple with the gravity and significance of what she was doing? And how much support did she receive, whether from young girls or women who want to break into coaching or just anyone in general who championed what she was accomplishing?
“There was a ton of support from the community and there were also a lot of non-supporters — and that’s fine too,” Campbell said. “I think I’ve felt and I’ve heard it all at this point. But I try to just keep my focus on the work and the impact, and silence the thoughts that come from the outside noise. Yes, I think whatever you put your focus on, that’s where all your energy goes and I tried really hard to not let potential barriers or remarks or comments about me being a female coach in the game impact my confidence or ability as a coach.”
Campbell said she had to consciously check in with herself to make sure she was treating her job no differently than anyone else. That’s why she wanted to make it about the work and the impact that work had on the team.
“But I would be lying if I said it wasn’t something I thought about,” Campbell said. “I did feel that extra layer of pressure because I did feel the extra eyes and people look at me differently because I am different and that’s to me not a negative. To me, hopefully, eventually it will be old and just knowing that success usually trumps all negativity.
“To see the team succeed and to know we as a club and organization are moving in a direction of thinking outside the box, I think that is what I am mostly proud of. It’s knowing that the success that we have has spoken to potentially that the changes are for the good and it’s good for the growth of the game and that we have a unique coaching staff and there’s nothing wrong with that.”
Sports
‘This fan base is going to fall in love with him’: How Luis Arráez is following in Tony Gwynn’s footsteps
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Alden Gonzalez, ESPN Staff Writer
Comparisons to Tony Gwynn began to follow Luis Arráez when he first established himself in the big leagues, growing more prevalent as the hits piled up and the batting titles followed. Arráez wasn’t as prolific, but his skills and the way he utilized them — consistently spraying baseballs to unoccupied spaces all over the field, barreling pitches regardless of how or where they were thrown — made links to one of history’s most gifted hitters seem inevitable.
Tony Gwynn Jr., the late Hall of Famer’s son, often heard them and largely understood them. But it wasn’t until the night of May 4, while watching Arráez compile four hits in his debut with the same San Diego Padres team his father starred for, that he actually felt them.
“I honestly had goosebumps watching him put together at-bats,” said Gwynn Jr., a retired major league outfielder who serves as an analyst for the Padres’ radio broadcasts. “It took me back to watching film with my dad as he was basically doing the same thing.”
Gwynn was universally celebrated throughout the 1980s and ’90s, but Arráez stands as a polarizing figure in the slug-obsessed, launch-angle-consumed era in which he plays. Some, like the Miami Marlins team that traded him away earlier this month, see a one-dimensional player who doesn’t provide enough speed, power or defensive acumen to build around. Others, like the Padres, who used four prospects to acquire him at a time when trades rarely happen, see the type of offensive mastery that more than makes up for it.
What’s inarguable is that Arráez is the ultimate outlier.
Case in point: The publicly available bat-speed metrics recently unveiled by Statcast feature a graph that places hitters based on their relationship between average bat speed (X-axis) and squared-up rate (Y-axis). All alone on the top left corner, far removed from the other 217 qualified hitters, is Arráez. He has the slowest swing in the sport but also its most efficient, theoretically, because he meets pitches with the sweet spot of his bat more often than anybody else.
Arráez has only 24 home runs in 2,165 career at-bats. But his .324 batting average since his 2019 debut leads the majors, 10 points higher than that of Freddie Freeman, the runner-up. He walks at a below-average clip, but his major league-leading 7.5% strikeout rate is about a third of the MLB average during that stretch, cartoonish in the most strikeout-prone era in baseball history.
He is elite even when he chases: The major league average on pitches outside the rulebook strike zone since the start of the 2023 season is .162. Arráez’s: .297.
“Now with the analytics they focus on home runs, they focus on guys hitting the ball hard but hitting .200,” Arráez said in Spanish. “But in my mind, and with all the work that I do, I stay focused on just doing my job — not try to do too much or try to do what they’re telling me to do. Analysts say my exit velocity is [among] the lowest in the big leagues. Amen. Let them keep saying that. As long as I have my health, I keep doing things to help my team, I’m going to be fine.”
Arráez became the first player to win a batting title in the American and National leagues in consecutive seasons last year. But trade rumors surrounded him from the onset of 2024, his second-to-last season before free agency. As a 27-year-old two-time All-Star with a .324 career batting average, a sterling reputation and a stated desire to remain in South Florida, he was a player the directionless Marlins franchise could build around. But a new front office considered him expendable. A 9-24 start to the season created an opening. And on May 3, five minutes before the first pitch was thrown in Oakland, Marlins manager Skip Schumaker called Arráez into his office.
“I’m not going to lie to you,” Arráez said, “I wasn’t ready to be traded.”
Schumaker told Arráez he’d have to remove him from the lineup because a deal with the Padres was close. He gave him the option of returning to the clubhouse or going into the dugout for one final moment with his teammates. Arráez stayed until the fifth inning, retreated to his hotel room, waited on a call from Padres officials and hopped on a flight at noon the following day to meet his new team.
Arráez didn’t have enough clothes for the additional six days of the Padres’ road trip. He wore his Marlins-colored cleats through stops in Phoenix and Chicago and compiled eight hits in 20 at-bats during that stretch. After the team got back to San Diego, he used the May 9 off day to search for an apartment and spend time with his mom, wife and three daughters, who flew in for a weekend visit, then delivered a walk-off single against the rival Los Angeles Dodgers in his home debut the following night. He’s still living out of a hotel room crammed with unopened boxes, but he already feels wanted. Embraced, even.
“They’ve welcomed me here with open arms,” Arráez said. “I feel as if I’ve been here since spring training.”
Arráez was a 4-year-old in Venezuela when Gwynn played the final season of his 20-year career in 2001. When Gwynn died in 2014, Arráez was still a teenager on the Minnesota Twins‘ Dominican Summer League team. Hearing comparisons to Gwynn made him curious enough to find old clips of a player who was mostly foreign to him. He began to study his approach to hitting, marveling specifically at Gwynn’s ability to let pitches travel deep into the strike zone before driving them to the opposite field.
Conversations with one of Gwynn’s most important mentors, Twins icon and gifted batsman Rod Carew, brought Arráez more insight. Now similar conversations are taking place with Gwynn’s only son. When the Padres return from their seven-game road trip through Atlanta and Cincinnati, Arráez plans to visit the Gwynn statue that sits just outside of Petco Park. He isn’t necessarily leaning into the comparisons, but he isn’t running from them, either.
“It’s such a great experience when fans embrace you with open arms and tell you that I’m a mini Tony Gwynn, and that I have a lot of traits that remind them of him,” Arráez said. “It’s nice to hear people say things like that.”
Perhaps the quality Gwynn and Arráez share most is self-awareness. “Know thyself” is a line Gwynn Jr. heard his father say repeatedly growing up, one that translated directly to how he approached his profession: He knew his strengths, worked relentlessly to maximize them and never tried to emulate others. Arráez’s new teammates already see the same in him.
“It’s not like he goes up there and just does it,” Padres third baseman Manny Machado said. “He puts a lot of work in the cage, before games, even before BP and stuff like that. He knows his strength, and he works on it.”
Baseball’s evolution has made it harder than ever for someone like Arráez to exist. Pitchers have never thrown harder, data has never been more prevalent, batting averages have hardly ever been lower. But Padres manager Mike Shildt is adamant that Arráez shouldn’t be an anomaly.
He recalled an old San Diego Union-Tribune article that re-ran May 9, on what would have been Gwynn’s 64th birthday. It detailed the amount of time Gwynn spent working on hitting, and it validated something Shildt had long believed: That more players could hit .300, even today, if they worked on the craft of doing so as diligently and as pointedly as Gwynn did. As Arráez does.
“When you have an ability to hit a ball to all the different areas, you’re going to hit,” Shildt said. “And big picture, our industry hasn’t taught that anymore. It’s not valued anymore. It’s not monetized anymore. You can’t quantify this, but it’s a shame how many amateur and lower-level professional players have been excluded from continuing to play because they don’t meet a measurable. They don’t meet an exit velocity or bat speed or launch angle, or all of those things that this game is now basically recruiting and monetizing blindly. They’re just getting hits. And somehow that became out of vogue in our industry in general.”
But those are now someone else’s problems. The Padres will gladly take Arráez, all he his and all he isn’t, and slot him ahead of Machado, Fernando Tatis Jr. and Xander Bogaerts in hopes of riding his singular bat to the playoffs.
Arráez is still six batting titles away from catching Gwynn. He isn’t anywhere near as good a defender or as lethal a baserunner as Gwynn was early in his career, and he needs another decade-plus of similar production — heightened production, actually, given the .345 batting average Gwynn boasted between his ages 27 and 37 seasons — to even approach him as a hitter. But Arráez’s style is the closest we’ve got.
And if there’s one place that can appreciate it, it’s his new one.
“This fan base is going to fall in love with him,” Gwynn Jr. said. “It’s how a lot of them grew up watching baseball.”
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