"I went home and watched the highlights (on local sports TV) that night," Moose public relations director Scott Brown said. "I shook my head and said, 'Look at that crowd.' It takes a long time for a crowd to react like that. That was amazing."

After all, the Bombers weren't always the Bombers. It took decades and generations of fans to develop that franchise's relationship with the community. It's an affection that can't be contrived or formed in just a few years.

In fact, not so long ago [Mark Chipman] wasn't convinced that advancing to or winning a Calder Cup would have one iota of effect on the Moose's bottom line. If the Moose season ticket base was 5,000 this year, that's exactly what it would be the next.