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Erik Cagle Bits and Pieces: Printer Hosts Stanley Cup

By Erik Cagle

April 2013
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Not many inanimate objects can boast of having an entourage and a heavy traveling schedule while receiving white glove treatment wherever it goes. Then again, not many inanimate objects bring on unbridled outbursts of jubilation quite like the Stanley Cup.

The Stanley Cup—awarded each year to the championship team in the National Hockey League (NHL)—is the oldest trophy competed for by team sports in North America. The trophy dates back to 1892, when it was originally commissioned as the Dominion Hockey Challenge Cup. Every spring, the NHL goes on a two-month-long playoff saga that culminates with the crowning of a new Stanley Cup champion. Many cuts, bruises, broken bones and chipped teeth have been sacrificed in the name of capturing Lord Stanley's celebrated silver chalice.

Players kiss the trophy, drink champagne (among other beverages) from it and even get to take it home for a while. Retired New York Islanders star Clark Gillies actually allowed his dog to eat out of the Cup. In fact, the championship-winning team is allotted 100 days with the trophy, so it is constantly on the go. Some fans are fortunate enough to catch a glimpse of the Cup when it visits their local team's arena. But, in general, it's more elusive than Waldo.

Just don't tell that to Chromatic Inc. The Glendale, CA-based printer has a working relationship with the Los Angeles Kings, producing game programs, media guides. Chromatic's account executive, Nick Salata, actually worked as the director of public relations withe the Kings back in the 1990s, when the fabled Great One, Wayne Gretzky, was with the team.

When the Kings toppled the New Jersey Devils in six games last season to capture the NHL title, Salata was hoping his business and personal relationships with the team might pave the way for a brief, up-front visit with the Cup at Chromatic. But when Salata initially inquired, the prospects weren't promising.

"The guys in the communications department were in charge of handling the date book for the trophy, and the demand was pretty crazy," Salata recalls. "It's like a human celebrity. The Cup made its rounds (last) June and July (after the Kings won), then it started going around the world to where the players lived. I asked again in August, but they said it would be tough."



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