WEST BOYLSTON — The special metallic silver ink is stockpiled, the blank tees in stock, the design approved, and the colors proofed.
Now all that Newtek Design Group needs is a win.
“Everything is now up to the Bruins, whether we load the shirts back up onto the truck or start printing,” said Mark H. Euler, co-owner of the West Boylston printing firm.
NewTek Design Group is one of the New England printing firms in the “hot market” for printing Boston Bruins Stanley Cup Champions T-shirts as soon as the B’s defeat the St. Louis Blues in Game 7 of the Stanley Cup Finals on Wednesday night.
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If, heaven forbid, the Blues win, St. Louis shops have the contract to print the championship gear, Euler said.
But let’s stay positive here.
As soon as a Boston victory is assured, employees will begin showing up at the Worcester Street plant to start two presses that, combined, are capable of printing about 700 shirts an hour emblazoned with the Lord Stanley Cup and the Bruins’ black and gold. They will work for the next 12 hours or so to produce roughly 10,000 T-shirts.
It is a familiar routine for the company ... especially this year: NewTek had a contract to print the Patriots gear when they won the conference championship and Super Bowl, and the Red Sox gear when they won the American League pennant and the World Series.
“This would be a trifecta with the Bruins if they win,” Euler said. “Being in Boston we’ve really gotten spoiled with the Patriots and the Red Sox over the last seven years, there’s a lot of stuff to print. There’s some cities that haven’t even sniffed this. It’s an interesting market.”
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Thus, Euler said he has learned the “trials and tribulations” of the hot market.
Every once in a while, someone doesn’t show up because they were celebrating victory too hard, Mr. Euler said. Sometimes bathroom breaks turn into naps. And the initial excitement around the game generally wears off as the night goes along.
“I think when you first start printing it’s very exciting, everybody’s talking about the game, there’s a lot of buzz,” Euler said. “As soon as 3 a.m., 4 a.m. or 5 a.m. come along there’s the bewitching hour — people start to get cranky, hungry, want to go to bed — that’s when things start falling apart a bit, and you have to rally the troops.”
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Because the trucks are arriving.
Early in the morning, trucks begin shuttling the shirts to distribution centers that in turn pass them along to retailers such as Olympia Sports, Target and Dick’s Sporting Goods, where they will be on display Thursday morning.
By about 11 a.m. Thursday, the job will be done, until the next championship.
“It’s not for everybody this hot market printing, because it’s kind of demanding on the shop, because you’re printing all night,” Euler said. “And what happens is everybody is kind of a basket case for the next couple of days.”
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Therefore, Euler admitted that a Bruins victory would be “bittersweet.”
“Should they win, the initial feeling is excitement,” Euler said, laughing. “Then the second feeling that settles in is ‘oh no, I’ve got to be here all night.’”