
In the Fall of 2005, I happened to ask Eddie Shack if anything was being planned to honor the 40th Anniversary of the Maple Leafs last Cup win. When he responded in the negative, I made similar calls to Johnny Bower and Bobby Baun, and eventually sat down for a meeting with Ron Ellis. Soon after, the wheels were put in motion for a tribute dinner and autograph show featuring most members of this historic team.
On March 22, 2007, a gala dinner was held at Toronto’s Metro Convention Centre. There were over 860 patrons in attendance, including 20 Members of the ’67 Leafs and 25 other celebrities. When all was said and done, $171,000 was raised for the Make-A-Wish Foundation and the Leafs Fund.

This event was well covered in the press at the time and I am not looking to retell a story that a lot of you already know. But two years have passed since this great night and I thought it might be fun to share some of the “behind the scenes” happenings that have never found their way into print.
Firstly, you learn a lot from running an event like this, such as who your true friends are. I was amazed at the support we received. Several people from whom I had zero expectations stepped up and bought tickets or donated merchandise. Friends, co-workers, acquaintances, and customers all lent their support in various ways. In general, I was extremely proud of those I surround myself with.
The Good

- We had a great committee, most of whom worked their asses off to ensure a successful evening. These people put in 13+ months of planning and their efforts showed in the end result. Ron Ellis, Larry Jeffrey, Brian Conacher, and Bobby Baun were key in getting the other players on board.

- I managed to talk Aut Erickson into attending. Erickson played one game in his entire Leafs career, and it was in the ’67 playoffs. Hence, he is in the team picture and is one of the more difficult autographs on the team to obtain. He was almost impossible to track down, and came in from eastern California for the event.
Milan Marcetta played three games in his Leafs career and is also in the team photo. Emphysema prevented him from flying in from B.C., but he did sign all the team-autographed lithographs that we gave out to the guests.

- Jeri Horton-Joyce was in attendance representing her father, while five-year-old Terrance Gordon Sawchuk III was there representing his grandfather. Both can be seen in the reunion photo taken at the event.

- We made some members of this team very happy. Each of John Brenneman, Wayne Carleton, Kent Douglas, and Brit Selby were members of the ’67 Leafs, but did not participate in any playoff games or play enough regular season games to get their names on the Cup or their images onto the team photo. We invited them nonetheless, and it was the first time they had ever taken part in a team event such as this one. Brit Selby’s family told me he was thrilled to be a part of it and nervously anticipated the evening for months.

- When Jimmy Holmstrom, the current Leafs organist, heard that former Leafs organist Ralph Fraser was going to be in attendance, he asked if he could come meet him. We left a special pass and Holmstrom got to spend time with his hero.

- Phil Pritchard is a good friend to have. When I first spoke to the NHL about the availability of the Stanley Cup, they told me the laborious process I would have to go through to requisition it. We would have to start with the League office, have to prove it was for a charity event, check on the availability, get permission from the proper departments, etc. It was going to be a long, drawn-out procedure.
My next call was to Pritchard, curator of the Hall of Fame. He asked me to confirm the date, and then said, “Okay – it’s booked for you.” Thanks Phil.
- As with any event, we had a number of last-minute celebrity cancellations. Since we had promised every corporate table would have a luminary sitting with them, we had to scramble. Dan Shulman, Tony Gabriel, Sandra Post, and Damon Allen all agreed to attend within the last 48 hours.

- The evening itself was beyond phenomenal and wildly exceeded even our most optimistic expectations. Some email comments I received after the fact included, “I have never been to such an amazing event like this in my life and probably never will”, and “It was better than sex”.
- Every player I asked to donate their time for a meet and greet came through for us. Lecavalier, Thornton, Fleury, Roy, Shack, Bower, Jagr, Mahovlich, Howe, and probably a few others that I can’t think of. As a result, our auction revenue was mind-boggling. Those in attendance were willing to spend and we appreciate them for it.
- Mike Palmateer called me after the fact to say he was proud of me and that I created history. That was pretty cool.
The Bad
- I spoke to Mike Walton six months before the event and he confirmed he would attend. Over the next several months, I left 15-20 messages for him and never received a return call. As the dinner drew near, I had no idea whether or not he would be attending.
I had a reporter friend contact him a few days before the dinner, and Walton explained that he “thought he might be on vacation that day so he didn’t want to commit to attending.” Basically, Walton was in Toronto the evening of March 22, 2007, but decided not to attend (with his ex-teammates) a charity fundraiser that he had already committed to.
I have learned a lot more about Walton in the meantime, but do not deem it fit to print here. Needless to say, I am not a big Mike Walton fan and he will not be invited to appear at Frozen Pond anytime soon.
- There were two minor celebrities I invited to the dinner and autograph show as a favor to one of the players. One of the two arrived at the facility and asked for more money, even though I had a signed contract in my possession. The other submitted an expense receipt for a sandwich he bought the day before the dinner. This event could have easily proceeded without either of these gentlemen in attendance. It is obvious that no good deed goes unpunished.

- We invited Michael Burgess, best known for his role in Les Miserables, to sing the National Anthem and he confirmed his attendance on no less than four separate occasions. We could not find him the week of the event and left several frantic messages to call as soon as possible. We were finally greeted with a return call that went something like, “Oh – is the dinner this week? I am in Winnipeg. Tell you what – if you pay me more than I’m making here and pick up my flight, I will make sure I am back in time.” Needless to say, Michael Burgess did not sing “O Canada” at the dinner.
- Some potential attendees were turned off by our $250 minimum price ticket fee, but I don’t think people realize the costs involved with undertaking a high-profile event are quite prohibitive. We decided to hold the dinner at the Metro Toronto Convention Centre, located at the base of the C.N. Tower, right between the Air Canada Centre and the Roger Centre. Dinner costs came to over $88 a person. Add in drinks and taxes and we were in the $125-$130 range. This was just for food. Sound, lighting, electrical, a nurse, and garbage removal were all additional. If a patron did not show; we still had to pay for their meal. The above are just the facility costs. I haven’t even mentioned advertising, centerpieces, travel, hotel, gifts, etc.
- I like to think that I am somewhat well connected, but getting the appropriate permissions from the National Hockey League and the Toronto Maple Leafs was time-consuming and painful. It really should be much easier to raise money for charity.
- Due to various personal and business reasons, each of Joe Bowen, Andy Bathgate, Phil Esposito, and Allan Stanley were forced to cancel their appearances at the last minute.
- A family became violently ill the next day and was convinced they contracted the Norwalk Virus at the dinner (they didn’t). Executives at the Convention Centre assured me they take reports like this extremely seriously and there would be a thorough investigation. I never heard from them again.
The Ugly
- Believe it or not, we had someone con us out of a $7,500 table. A gentleman called two days before the event to purchase the table and had the tickets couriered to a downtown lawyer’s office. He then never paid his bill.
After doing some research, we found this gentleman was a professional con artist and had been pulling this trick on charity events for at least ten years. He had nothing to do with the downtown law firm and just showed up at their door the next morning asking if an envelope had been delivered for him. We contacted the local police division and they deemed it unworthy of investigating. It takes a unique kind of individual to make a living of defrauding charities.
- We received and turned down a media request from the 1970’s editor of the Toronto Maple Leafs game program. Having him there would not earn any extra money for the charity, so it did not make sense to give him a free meal. Nonetheless, this gentleman snuck in and helped himself to a complimentary dinner, as well as multiple gifts that did not belong to him. I left a REALLY nasty message on his voice mail. Again, what kind of person willingly defrauds a charity? Was his cheapskate free enjoyment really more important than making a wish come true for a terminally ill child?
- Our sound, lighting and video guys did a very poor job, starting with not showing up for the trial run a few days before the event, and then not having a video monitor that was viewable by our head table guests at the dinner itself. Post-dinner, I made a list of 14 things that I was unhappy with, but never received any kind of return correspondence. I eventually offered to split the $8,000 that was remaining on a $15,000 invoice, and was turned down. So they ended up with nothing.
- Some people just don’t think of the big picture. I asked one of my suppliers for an auction donation and was rudely greeted with “I don’t donate”. I have not bought anything from this supplier since. Just think, a donation of a $100 item that was sitting gathering dust would have resulted in the continuation of $5,000-$10,000 in annual sales to us.
Fun Facts

- Invited guests included die-hard Leafs fans Mike Myers, Prime Minister Stephen Harper (I handed an invitation directly to his aide), Gordon Lightfoot (who said he would perform for $15,000 but did not respond to an invitation to appear as a guest) and poker great Daniel Negreanu, who really wanted to attend but could not work the date into his schedule.

- At one point, we considered having The Monkees perform at the event, the reason being they performed at Maple Leaf Gardens just before the start of the 1967 playoffs. Not to mention the fact that I’m a big fan and really wanted to hear Davy Jones sing “Daydream Believer”.
- I sat George Armstrong’s son down about a year before the event and explained the entire concept. He told me, “It sounds like a great event, I’m sure you’ll make a ton of money, and I can guarantee you my father will not be attending.”

- I was repeatedly asked what was in this for me. The day after the dinner, I received an email from the provincial director of the Make-A-Wish Foundation. It stated, “…thank you for a truly memorable evening and the generosity you have shown toward our foundation. The contribution from last night will fund over 20 wishes and will change the lives of those children and families forever.”
Tears streamed down my face as I read this at 2:30 a.m. the next morning. That is what was in it for me.