TORONTO Legacy in the Making MAPLE LEAFS In 1917, when the National Hockey League (NHL) launched, the Toronto Maple Leafs, initially called the Toronto Arenas, took to the ice as one of the inaugural teams. Early on, the team earned a reputation for winning. The Leafs, as their fans affectionately call them, won the NHL’s most prized trophy, the Stanley Cup, 13 times between 1918 and 1967. But then the winning stopped. It has been nearly 50 years since Toronto’s team has won the Cup. As they look forward to the 100th season, the Leafs have cemented a legendary new leadership team that is working to build the next era of championship hockey in Toronto. The Legacy Lab spoke to Brendan Shanahan, President and Alternate Governor of the Toronto Maple Leafs, and Hockey Hall of Fame inductee, not only about the Leafs’ storied past, but also about his ambition surrounding the team’s legacy in the making. Cups going back to 1918. But when I grew up, the team was not great. They have not been a con- sistently good hockey team since about the time Harold Ballard took over in roughly the 1960s and 1970s. Still, growing up, I always felt that Maple Leaf Gardens, the place where they played, and the blue and white colors they wore, were magical. What’s happened over the last many decades, the lack of sustained suc- cess, has been unfortunate. And it is one of the main reasons why I was attracted when I was approached to take over the team. I wanted to come back to my hometown and do my best to restore the team to its origins. The Toronto Maple Leafs should be the New York Yankees of hockey. All of us fans can imagine what it Can you tell us about those aspects Hockey Night in Canada on the CBC. would be like if, what it would do of the Toronto Maple Leafs’ origin I’m sure the rest of the country iden- to this city if, we turn this team that drew you to wanting to run one tified their local team withHockey back into a winning franchise and of hockey’s most storied franchises? Night in Canada too, but I always felt a championship team. I think every like it was the Leafs’ show. person in hockey, probably even I grew up in Toronto. To me, the our closest rivals, the Montreal Leafs were something I watched every The Toronto Maple Leafs were a Canadiens, and their fans, would Saturday night. I identified them with dynasty. The team won 13 Stanley want to see it. 2016 1 When you think about restoring the When Conn Smythe took over the worked out in our weight room. team to its origins, what parts of the Toronto team in 1927, he was con- Gordie still had a stall in our dress- past are priorities for you to bring cerned that the team, once called ing room. We weren’t intimidated by forward into the modern era? the Arenas and then the St. Pat- or disinterested in the team history. ricks, was at risk of being moved to We drew inspiration from the past. I am working to restore aspects of another city. So he had the wisdom I want to bring that regard here to the team’s winning identity, estab- to rebrand. He renamed the team Toronto. I want to reconnect with lished in the Conn Smythe era, and the Toronto Maple Leafs because our team’s championship past. also aspects of the team’s winning he said they were Canada’s team, culture, rooted in the great Maple and in turn, he said they should wear Bringing aspects of the team’s win- Leaf players from the past. Canada’s maple leaf. The image he ning identity and culture forward are chose of the leaf was the same one priorities for me. When I think about the great legacy he wore on his regiment’s badge in of the Toronto Maple Leafs, Conn the First World War. Smythe is among the first names Consistent with your aim to restore that come to mind. Conn Smythe When I took over the team, one of some of the team’s original identity, went from being General Manager the things I wanted to know was the Toronto Maple Leafs recently to the principal owner of the team. why they ever changed from that revealed a new crest to coincide He got Maple Leaf Gardens built team sweater and winning identity: with its 100 years in the league. during the Great Depression. And a championship logo, inspired by Can you share some of the details he fought in both world wars, includ- Canadian soldiers and also by Conn that went into the change? ing forming a regiment, an artillery Smythe, who fought alongside them. battery, in the Second World War. There’s a little bit of symbolism in As we sought to mark the 100th The Leafs won eight Stanley Cups, my mind that since that happened, year, we took a good look at all the all on his watch. The MVP trophy there have been no Stanley Cup different Leaf uniforms—the different in the playoffs is called the Conn champions here in Toronto. markings and the subtle changes that Smythe Trophy. He is a legend on occurred from year to year. In the this team and in the sport. Additionally, when it comes to team end, we focused on what we felt was culture, after the Smythe years and the first dynasty of the Leafs—the Syl during the Ballard years, the past was Apps and ‘Teeder’ Kennedy era. Guys sort of left behind. For whatever who played on Conn Smythe’s team. “When I played in Detroit reason, whenever a great Maple We cleaned up a few of the details to Leaf player was nearing the end of make it sort of new, and we matched … We weren’t intimidated his career, he wasn’t just moved, some of the details to make it part of by or disinterested in the traded or let go—he was treated our current and ongoing story. team history. We drew poorly and dumped. There wasn’t inspiration from the past. I a tremendous respect for the past. Now on the top part of the new leaf, In contrast, when I played in Detroit there will be 13 veins that represent want to bring that regard for the Red Wings, things weren’t 13 Stanley Cup wins, 17 veins in total here to Toronto. I want to that way at all. We were inspired by that represent the founding of the reconnect with our team’s photos of Ted Lindsay holding the hockey team in 1917, and 31 points championship past.” Stanley Cup. Players were inspired that reference the opening of Maple by stories about Gordie Howe. Leaf Gardens in 1931. If we win more When I played in Detroit, Ted still Cups, we can add more veins. There 2016 2 are lots of little details like these current hockey player is age. We all ship here, but who will come back that we thought of. We also lobbied played in pressure situations and to see it happen. the NHL to make our new crest a made the same sacrifices, and are little bit larger than they typically willing to do whatever it takes to win. make crests. We fought hard for One of the grand gestures the that. We want the crest to be this team has made to restore relations big badge that we wear proudly with its alumni is to celebrate and on our chests. “Today’s Leafs are not just cement its hockey heroes in the playing for themselves. recently established Legends Row. They are playing for the Can you tell us a little about the Earlier you remarked upon the creation of Legends Row? ongoing legacy of the team. importance, the inspiration, that can be derived from revering the If we win a Stanley Cup, we Shannon Hosford, Vice President players of the past. What role, if are winning it for Syl Apps of Marketing and Communications, any, do the team’s alumni now play and ‘Teeder’ Kennedy’s Maple Leaf Sports & Entertainment in shaping the identity of the family. We are winning it for Ltd., came up with the idea of Leg- current Toronto Maple Leafs? ends Row. There is a historical com- Darryl Sittler, Börje Salming, mittee that makes decisions on who Players respect guys who have Wendel Clark and Mats gets into it. I had the good fortune played the game, guys who have Sundin, and lots of great to arrive into my position in time to played in this city, and especially Leaf players ….” make the very first invitation to people who have won in this city. the family of ‘Teeder’ Kennedy, We rely on those alumni that set a Johnny Bower and Darryl Sittler. standard that everybody now sort More recently, I got to participate of has to fight hard to keep. That We all know that what is most import- in an induction ceremony that standard has slipped in the last ant is what our current Maple Leafs included Dave Keon. There was an decade or two. are doing now. But I do think it is very entire generation of players and fans healthy, important and inspiring for that never knew Dave Keon, that Unfortunately, some of the players the young players to visit with these never got to see him play, that got that have Stanley Cup rings from alumni.