Just three years ago, the names Patrick Kane and Jonathan Toews were unrecognizable to most Chicagoans. The Madhouse on Madison always had extra tickets to home hockey games; and when Chelsea Dagger was played, it was on the radio, and not associated with the Blackhawks scoring a goal.

Now, the Chicago Blackhawks have garnered support from the entire city – they are Chicago’s team. Kane and Toews are household names printed on the backs of thousands of jerseys. Chelsea Dagger’s song indicates a goal, or a even better – a win – and causes mass hysteria and dancing throughout the United Center, in the local tavern and in living rooms across Chicago, and the state.

The United Center has sold out over 100 consecutive Blackhawks games, causing tickets to become pricey and almost impossible to come by. Hawks fans are coming out of the woodwork, and with two straight trips to the playoffs, the bandwagon is overflowing. Restaurants and bars proudly fly the Blackhawks flag, and are drawing hundreds of fans for each game, and sports stores struggle to keep Hawks apparel on the shelves.

Jeff Dano, a bartender and server for the Buffalo Wild Wings in Woodridge, Ill., said the increase of Blackhawks fans is incredible, and with each game and each win, there are more fans.

“Two-and-a-half years ago hardly anyone would come in for Hawks games,  it was all Cubs and Sox,” Dano said. “Now, you just see every TV on the Blackhawks.”

The demand caused Buffalo Wild Wings to create food and drink specials during the games, bringing in more fans and creating an atmosphere for Blackhawk hockey.

“We try to do food specials, and a lot of Buffalo Wild Wings have giveaways with the Hawks organization,” Dano said.

Giveaways include jerseys and t-shirts, and oftentimes a representative from the Blackhawks organization will be in attendance to greet fans, and hand out prizes.

While Buffalo Wild Wings gives credit to the Blackhawks for filling their seats, Toby McCaw, manager and bartender at Curly’s Grill in Glen Ellyn, attributes the rise in attendance to the Blackhawks fan base he has built over the years.

A self-proclaimed diehard fan, McCaw said he understands that the victories are not the only part in bring in more fans.

“They’re making such great runs in the playoffs, and have world-class players such as Toews, Kane and (Marian) Hossa,” he said.

Brett Gorski, manager at Sports Fan in Wheaton, said the biggest beneficiaries to the Blackhawks success is the retail industry. He said Hawks merchandise is outselling all other Chicago team apparel in his store, and is “flying off the shelves.”

“Three years ago, we had not even a quarter of the (Blackhawks) stuff we have now. It didn’t sell,” Gorski said. “Now it’s unbelievable. They’re the hottest selling items that we have.”

The increased fan base comes with winning, Chis Olds, 24, from Woodridge said. It’s about winning games, and making playoff runs.

He said when the organization went and picked up Toews and Kane, and in the off-season signed Marian Hossa, fans realized they were serious about winning.

“They’re a young, energetic and fun team to watch,” Olds said.

McCaw agreed. But said the real change didn’t come with new players, it came with new ownership.

“The new aggressive marketing scheme they have adopted and the death of Bill Wirtz have helped gain fans,” he said, adding that the Blackhawks made big strides after Wirtz death.

Wirtz, the previous Hawks owner for over 40 years, died in September 2007. Ownership then moved to his son Rocky Wirtz. Bill Wirtz, nicknamed “Dollar Bill” for his frugality, was opposed to television broadcast, thinking it would prevent fans from attending games in person.

After Rocky Wirtz took over, he brought in John McDonough, formerly with the Chicago Cubs, as president. A move Matthew Byrne, sports videographer  for NBC 5, said was a “game changer” for the Hawks organization.

Byrne said McDonough’s marketing strategies are responsible for the Chicago hockey craze.

“All of these (strategies) attracted those who used to be fans 15, 20 and 30 years ago as well as a new generation of young fans,” Byrne said. “They have hired old Chicago Blackhawks players as ‘ambassadors’ to the team. (It) helps the older fans connect to their old favorite team.”

The Stanley Cup drought, which dates back to 1961, is closer to Chicago than ever before, and Byrne said fans throughout the city can thank Rocky Wirtz for that.

The Blackhawks, just two wins away from bringing Lord Stanley back to Chicago, have the support of Chicagoans; and win or lose, it has been an exciting season, and Hawks fans aren’t going anywhere anytime soon.

Also check out Crain’s Chicago Business’ story: WMAQ shut out if Hawks win next two.

NOTE: This story has been corrected. Matthew Byrne is the videographer, not Bryne.

Blackhawks gear seems to suddenly be everywhere in a city starved for a winner. Chicago sports fans have seen just one Super Bowl champ since that game’s inception in 1967. Since 1918, Chicago’s two baseball teams have combined to win exactly one World Series. Only the Bulls have fielded consistently dominant teams for any extended period in recent years, winning six NBA titles during the Michael Jordan–era(s), though it’s been ugly since his departure.

The Blackhawks last won the Stanley Cup in 1961, but the team has recently captured the hearts of local sports fans, many of whom seemed indifferent just a few short years ago. The Hawks ranked next-to-last in the league in attendance in 2006-07, but they’ve drawn the most fans during the last two seasons. From the national anthem on, the United Center is a loud and raucous arena, which may bode well for the Hawks, who have home-ice advantage in the series.

This is the Blackhawks’ first appearance in the Stanley Cup Final since 1992. The Hawks advanced by sweeping San Jose to win the Western Conference title. They will have had six days to rest and prepare for the Philadelphia Flyers, who beat Montreal in five games.

Head coach Joel Quenneville replaced Hawks legend Denis Savard just four games into the season last year.  At the NHL’s Stanley Cup Final media day, Quenneville, famous for his intimidating, icy glare and thick mustache, seemed both modest and appreciative of just having the chance to coach this particular team.

“I think as a head coach you always dream about the position we’re in,” Quenneville said. “You always love to, at the beginning of the season, you hope you envision yourself in this position as well. But I felt very fortunate to be here in Chicago last year at the right time, at the right moment of having a young group and a special opportunity.”

Modest or not, Quenneville led his team to the Western Conference finals a year ago, and the Blackhawks were even better this season. “Coach Q” has brought out the best out in young stars Jonathan Toews, 22, and Patrick Kane, 21.

Six Blackhawks, including Kane and team captain Toews, played for their countries in the Winter Olympics. Toews said the pressure and intensity of representing a hockey-loving country like Canada, “where it means the world to every single Canadian across the country to win a gold medal,” was good preparation for the post-season.

Jonathan Toews (photo courtesy of Chicago Blackhawks)

“It’s something that you want so bad… dealing with that pressure, dealing with everything that goes on off the ice, it’s very comparable, and that experience definitely helps you to learn how to bring your best game at this time of the year,” said Toews, who played with Blackhawks teammates Duncan Keith and Brent Seabrook for Team Canada at the Vancouver Olympics.

Only three players have won both an Olympic gold medal and a Stanley Cup ring in the same season, according to the NHL. With a series victory, the Blackhawks could double that total.

Toews enters the Stanley Cup Final with a franchise record 13-game post-season point streak. The Blackhawks have also received stellar post-season performances from forward Dustin Byfuglien and goaltender Antti Niemi.

Niemi began the season splitting time with Cristobal Huet, but he’s emerged as a star this spring.

“I think after the first games, I’ve gotten more and more comfortable and confident playing,” Niemi said. “I don’t know if I’m surprised, but I think I’ve been really playing at the top of my game.”

As good as the Blackhawks have been, they know better than to underestimate Philadelphia. The Flyers have made an unlikely post-season run after having to win a shootout on the last day of the regular season just to get into the playoffs. Philadelphia later became just the third team in NHL playoff history to come back from a three game deficit to win a series, stunning Boston with four straight wins in the conference semifinals.

Blackhawks right wing Adam Burish said both teams are coming into the series expecting to win. “It’s going to be mean; it’s going to be nasty; it’s going to be hard,” he said. “It’s the Stanley Cup finals… it doesn’t matter who you’re playing against. This is it.”

The puck drops for Game 1 at 7 p.m. Saturday, and Game 2 is scheduled for Monday evening at the United Center. The Blackhawks would also host Games 5 and 7 in the best-of-seven series, if needed. The games will be televised by NBC (WMAQ-TV 5 locally) and cable station Versus, and all games can be heard on WGN-AM 720.

Hear from Burish and Toews in this report from WBEZ-FM Chicago Public Radio.

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