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'Hockeytown' is a nickname for the city of Detroit, which arose in 1996 thanks to a marketing campaign by the city's NHL franchise, the Detroit Red Wings. The nickname, over time, has gained national and international recognition, and has become an official nickname of the Joe Louis Arena.
To capitalize on the Hockeytown name and its 40 years of restaurant industry expertise, Ilitch Holdings, Inc., parent company of the Red Wings, established Hockeytown Café in 1999 adjacent to its corporate headquarters in the historic Fox Theater building at the heart of the Foxtown neighborhood of downtown Detroit.