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
　　

，