Positivity rules the roost when you talk about Bulls radio play-by-play man Chuck Swirsky. He manages to keep himself energized and real in a business that sometimes forces people into just the opposite frame of mind. “The Swirsk” as he was nicknamed in 1981 has been at it for a little over 40 years and has loved every minute of it. Making his mark in Chicago, Swirsky then moved to Detroit, followed by a trip to Toronto and then, eventually back to where it all started.
Swirsky has done radio, TV and even some PA announcing along the way. He’s been the voice of the Raptors, Michigan basketball, DePaul basketball and now the Bulls. He’s even filled in on White Sox television broadcasts. Swirsky has come a long way since making his debut on Chicago airwaves back in 1979, when he hosted a nightly sports show on WCFL (AM 1000), which wasn’t all that common place at the time. He was able to build a rapport with the rabid Chicago fan base.
During this interesting NBA season, Swirsky has been busy, though not traveling as has been the case with many sports this pandemic. Swirsky was kind enough to spend a few minutes with me this week. We touched on a number of different subjects.
Andy Masur: What has this been like doing basketball games during a pandemic?
Chuck Swirsky: Broadcasting a basketball game during a pandemic is like no other experience I have ever encountered. The raw emotion of the crowd is missed. The vibe isn’t there. I give our game operations staff major praise for creating and organically infusing energy at the United Center, but the fans truly make the sport. Other than viewing Zoom conversations, I have no one-on-one contact with front office, coaching staff members or players. We rely so much on relationships to drive the narrative and by nature I’m a people person; without acquiring nuggets of information the broadcast suffers.
Having said all this, I will never ever complain about the challenges I encounter. It’s an honor and privilege broadcasting NBA basketball. I have never taken one game for granted. In fact, I’ve grown, and in selected areas, I have become a better communicator.
AM: Prep evolves over time as well, is it easier to prep with technology that we have today or is it tougher with more info available?
CS: There are outstanding services that prepare intel/info sheets for broadcasters to use on game nights. I don’t subscribe to any of them. I’ve never paid one cent for info. I am totally old school. I do hours upon hours of prep work. I watch the Bulls opponent’s previous three games. Prior to COVID, I spend hours of time with players, coaches, front office staff to create a base of information, and trust.
The Internet is wonderful. NBA League Pass is incredible. No question, I’m a better communicator to our audience because of increased technology. Yes, there is an overload of information but I’ll gladly take that instead of the other option. But I will remind broadcasters that you still have to stay focused and locked in. Never allow someone else to do your work.
AM: After being in the business as long as you have, how have you been able to maintain the energy night in and night out?
CS: I still maintain the same enthusiasm and energy I had 40 years ago. That’s the truth. I love my job and love people. I’m not jaded. I try and maintain a balanced diet, although if you ask my wife, Ann, she will quickly tell you I love desserts and gummy bears. I plead guilty on both counts, but I do get workouts in. I want to continue broadcasting Bulls ball until the day they tell me to take my Spalding and go home.
AM: If you think about it, your career has come full circle. You started in Chicago and you’re back after a few stops in between. You had one of the first sports talk shows in town on the former WCFL (now ESPN 1000), what was that like during the late 70’s?
CS: In August of 1979, I hosted the city’s first nightly sports talk show. It aired 7-11 PM. WCFL Radio was purchased by the Mutual Broadcasting System and we called ourselves “Mutual CFL.” We were the lowest rated 50-thousand watts station in American broadcast history. We had blank pages for logs. Zero commercial inventory. Any PSA content our traffic department received we immediately played on the air that night. But being 25 at the time, I was energized and thrilled to be in Chicago.
In fact, I actually took a pay cut to accept the job at Mutual CFL. I had been hosting a sports talk show on WBNS in Columbus. Because we were the only nightly sports talk show on the air in Chicago a number of players, coaches and front office executives listened and shared information with me; some for release on the air, some just private intel. Either way, I was able to establish a trust factor with those in the know and I was extremely fortunate.
AM: Do you consider yourself a pioneer in that genre?
CS: Do I consider myself a pioneer in that genre? Andy, I’ll say this, I consider myself very, very fortunate that Mutual CFL gave me the chance to walk in the door, sit in a chair Monday to Friday and talk sports. At first, I was way over my head. I was intimidated and overwhelmed, but my boss, the late Orrin McDaniels, kept encouraging me and it paid off. I received a huge boost from the most influential radio-television critic in the country, Gary Deeb of the Tribune and Sun Times, who wrote a number of positive articles about me (and trust me, everyone in the industry read Gary Deeb). His endorsement of my work helped solidify my standing in Chicago.
My take on sports talk radio is this: I bring knowledge, the ability to listen, passion and communication with the ability of offering strong opinions without crossing the line of a personal code of morals and ethics.
AM: Off the air, your Twitter account (@ctsbulls) is filled with uplifting messages daily. Are these things that just come to you or were they things your mentors told you? Where do they come from?
CS: This is something I initiated a few years ago. There is too much negativity in the world. Social media is full of land mines, full of hatred, jealousy and envy where people can hide their names behind a cloak of secrecy all while destroying someone’s character. I decided enough is enough. I am a positive person.
Life is not a straight line. We have ups and downs. Joys and hardships. I’ve been rejected many times in the radio-tv business. It’s not a good feeling and it hurts. I am sensitive, at times too sensitive. But we must keep persevering. I want to be an encourager, a listener, a support system to those who need direction and guidance.
I am not a clinical professional therapist. I’m just a flawed man trying to be better today than yesterday. I was blessed to grow up in a loving home. My parents were the best. My father was a decorated United States Naval officer who passed away suddenly when I was in the sixth grade. I learned so much from him even as a kid. His work ethic was off the charts and he was a perfectionist and demanded the same from me. My Mom was a school teacher and was the most selfless human being I have ever encountered. Both of my parents died young and I dedicated myself to honoring their memory through being kind, considerate, compassionate, empathetic, sincere and well mannered.
I had great mentors ranging from Vince Bagli (WBAL-TV Baltimore), Ernie Harwell (Tigers broadcaster), Joe Tait (Cleveland Cavaliers/Indians), and Pete Gross (Seattle Seahawks). I want to encourage, inspire, and lift others up, not only in our industry, but life in general.
AM: Last one for you, I have to know, where did your Bulls victory dance come from and how did it start?
CS: The Bulls victory dance came out of the blue. Following a Bulls win I was dancing and our engineer Rich Wyatt taped it and posted the video…the next thing I knew, thousands were watching it, and it went viral. Life is short and I want to have fun. I love the Bulls and love my job, so I decided to do a brief victory dance after every Bulls win which we post after the game. I need to learn more dance moves. If you don’t believe me just ask my wife!
Luckily for Swirsky he’s had the opportunity to “dance” a lot this season with the Bulls winning some games. His moves are also available on his Twitter account for you to check out. Swirsky is a great follow.
Swirsky is an accomplished broadcaster, having been inducted into the Chicagoland Sports Hall of Fame in 2016. In May 2018 he was elected to the Illinois Basketball Coaches Association Hall of Fame and to the WGN Radio Walk of Fame.
Andy Masur is a columnist for BSM and works for WGN Radio as an anchor and play-by-play announcer. He also teaches broadcasting at the Illinois Media School. During his career he has called games for the Chicago Cubs, San Diego Padres and Chicago White Sox. He can be found on Twitter @Andy_Masur1 or you can reach him by email at Andy@Andy-Masur.com.
