'There Is Still Only One Hockeytown!' Man Who Invented the Phrase Tells Sports Illustrated

    FERNDALE, Mich., Dec. 21 /PRNewswire/ -- Attention Sports Editors:
 Following is the text of a letter from Gary Topolewski, Detroit advertising
 creative executive, to Sports Illustrated magazine, regarding SI's article
 suggesting that Detroit may be losing its claim to the Hockeytown title.
 
     Dear Mr. Farber,
 
     I read your article about passing the Hockeytown mantle to St. Paul
 with mixed feelings. I was the Chief Creative Officer at an ad agency
 called Bozell here in Detroit when we convinced the Detroit Red Wings to
 adopt the Hockeytown label as their own.
 
     Being in the marketing business for over 20 years, and now running my
 own company called "Topolewski" here in Ferndale, Michigan, I've always
 prided myself in developing ideas that are more than just some gimmick.
 Every brand has something unique and truthful to say about itself that is
 relevant to consumers.
 
     Hockeytown is no exception.
 
     In fact, there is so much truth behind Detroit as Hockeytown that it
 has resonated not only here, but also across North America and even Europe.
 The fact that you now suggest that Hockeytown should be treated as a title
 that is awarded, rather than earned, speaks volumes as to how deeply it has
 permeated our culture in the past ten years. After the Ducks won the Cup
 last year, the local headline was "The New Hockeytown". Anaheim? Excuse me?
 It just shows what a benchmark Detroit is for the rest of the league.
 
     The genesis of Hockeytown was not simply the result of sold-out Red
 Wings games or our community's strong support of youth and college hockey.
 Nor did it come from the fact that Detroit is one of only six original
 teams that started the NHL, as important as that is. Even our wealth of
 legendary icons like Gordie Howe, Alex Delvecchio, and Steve Yzerman isn't
 enough alone to give us the right to claim the Hockeytown title.
 
     Detroit is Hockeytown because the passion for hockey runs so deep in
 this town, and has for over 80 years. Where else do you find fans smuggling
 slimy octopi into the arena to fire up their team? Where else do 20,000
 people know exactly who you're talking about or where to look when you say
 "Mo Cheese" or "Orange Hat Guy"? It doesn't matter whether we're raising
 Lord Stanley's Cup or struggling in the basement of the division (which
 thankfully has not been an issue of late), you'd be hard pressed to find
 more a devoted hockey fan than a Detroit hockey fan.
 
     Other teams in the NHL benefit from Wings passion as well. They love it
 when the Wings come to town because their attendance surges due to the many
 Wings fans across the country. In some arenas, the crowd is actually louder
 when the Wings score than when the home team does. In a given season, more
 Detroit fans buy hockey tickets for Wings road games than any other team in
 the league.
 
     Unfortunately, as of late, the Michigan economy has been struggling.
 And a ticket to the Joe isn't cheap. You can see a Tigers game for $8,
 whereas the Wings will cost you at least $22. While this has surely
 contributed to fewer fans attending the games, you can't dismiss the legacy
 and passion that resides in Hockeytown. Even season ticket holders are
 affected by the economy that's slamming virtually everyone in Michigan.
 
     Setting aside the implausibility that Detroit would ever even think
 about giving up its trademark to Hockeytown, I feel your criteria for
 determining what city is more deserving of this title is somewhat
 subjective and shortsighted.
 
     With all due respect to St. Paul, Buffalo, and the many other cities
 that embrace the great game of hockey, there is still only one Hockeytown.
 It's bigger than any of us realize and we won't give it up without a fight.
 Maybe St. Paul and Buffalo can fight over "Stick City"!
 
 

     Sincerely,
 
     Gary Topolewski
     Partner, Topolewski LLC.
     (248)-840-3360
 
 

SOURCE Topolewski LLC