What's in a name? The Hockey Team Identity Project: Toledo Walleye

Next up in this little project of Team Hamazz is the Toledo Walleye of the ECHL.  I sent an email to the organization to get more information, and like the other teams I've emailed, got no response.  I guess they are either not working in the summer (how you gonna sell tickets?) or they don't take this silly little blogger project seriously.  So Walleye, and other teams I've emailed, you're gonna get what I write then since you won't provide me with some fact-checking material.  Not that I'm bitter or anything....

Moving on.  When we started this project, I told Wazz I would do the Walleye because I'd been to their website and they had a pretty extensive section about the team name and history.  Since then, they've changed their website.  Go figure.  So much for picking an easy team to research. 

They did manage to keep one tidbit on their website about the name-selection process they apparently went through:

Many criteria went into the decision making process of naming the team the Toledo Walleye, including but not limited to the following:

• Will appeal to all age groups (men, women & children)
• Unique name – one of a kind
• There is a historical connection between the name and the region
• Logos can be easily embroidered and screen-printed for merchandise
• Not already trademarked or registered with the federal government
• Can be easily spelled and understood when spoken
• Name should include city name (Toledo) for regional and national identification
• Mascot names and characters can be developed from name
• Team colors are different from regional professional and major collegiate teams

But let's rewind a little bit.  

The team began as the Toledo Storm in 1991.  They had several very successful seasons as the Storm.  In 2007, the team was bought by the Toledo Arena Sports Inc., a group that also owned the local minor league baseball team, the Toledo Mud Hens.  Mud Hens.  That's a whole different Team Identity Project.  Anyways, team operations were temporarily suspended for 2 seasons while a new arena was built.

Meanwhile, a new name needed to be chosen.  It seems the Mud Hens had been considering owning hockey and arena football teams for a while, and had actually registered the name "Walleye" with the US Patent and Trademark Office back in 2005, before they'd even purchased the hockey team.  As for their arena football team, they pursued the name(s) "Woodpeckers" or "Peckers" or "Peckerheads".  I kid you not.  I know that doesn't have a lot to do with hockey or the Walleye name selection, but it is funny.

From the Toledo Blade:

Mr. Napoli (general manager of the Mud Hens and Toledo Arena Sports Inc.) said "Walleye" was on the Hens' list from the beginning. He said between 300 and 400 names were compiled and measured against a set of 20 criteria, which measured uniqueness, relationship to Toledo's history, heritage, culture, and appeal to all age groups, among other things.

The Toledo Walleye colors are gold and three shades of blue, which will be incorporated in the many primary and secondary Walleye logos Toledo Arena Sports plans to introduce in the next several weeks. Mr. Napoli and staff worked with Studio Simon, a logo development firm in Louisville, Ky., on the team's various logos.

"The Walleye is something we can develop a story around," Mr. Napoli said. "On an annual basis, 50,000 people come to fish for walleye in the Maumee River and Lake Erie. The logo looks good on apparel, it's dissimilar from other sports teams, and you can spell it."  (toledoblade.com)

They wanted a name and mascot that has a "historical connection between the name and the region" so what is the connection to walleye?  First off, for those unsure (even after seeing the logo) a walleye is a fish.  Toledo is located along the Maumee River which flows into Lake Erie.  I'm going to stop making it look like I know what I'm talking about and just give you the "Walleye Fun Facts" from the Walleye's website:

• As spring approaches, and the Great Lakes begin to thaw, warming waters send the signal to tens of thousands of walleye to start their annual migration to where their life began, The Maumee River.
• During Spring Run time on the Maumee River, up to 50,000 people or more will arrive to participate in a seasonal ritual unparalleled on the Great Lakes.
• The Maumee River offers the largest population of migrating walleye east of the Mississippi River.
• Between late March and mid-April, the Maumee River swells from melting snow and rain, opening the way for a half-million walleye to swim upriver to spread their eggs among the protective gravel and cobblestone just below the Fallen Timbers Rapids.
• Anglers will begin to wade in the river in late February or early March depending on river conditions.
• Spawn usually takes place around the second week of April.
• Pre-spawn and during spawn is a good time to get a trophy fish (10-14 lbs).
• Post-spawn takes place usually the third week of April thru May and into June. This time of the run is when fish are hungry (after spawn).
• Most of the fish will be males (jacks) because once spawn is over, the vast majority of females go back to the lakes they came from. Males will stay behind in the river and feed for weeks before going back to the lake.  (Toledo Walleye)

So there you have it.  And in case you were wondering why this team name selection was (for once) NOT a fan contest, you'll be happy to know fans were still involved, there was a contest to name the official mascot, Spike.  A "spike" is a young walleye below the minimum size of a "keeper" but will grow to adult size.