In this big-league-dominated city, the Milwaukee Admirals seem as well-positioned as anyone to deliver those needs in a tight market. More than ever, knowing who you are and what you are is essential.

"It's so important in our case," said Harris Turer, the principal owner in an investment group that bought the team from the late Jane Pettit's trust in 2005. "We recognized from Day 1 that we are a minor-league hockey team in a town that's got major-league sports. We said we're going to be the best minor-league team we possibly can."

On the ice, the consistently competitive Admirals lead the West Division with the second-best record in the 29-team American Hockey League. Off the ice, their innovative promotions are often imitated. And the tickets are cheap.

Turer, also part-owner of the Milwaukee Brewers , says the Baseball-flavored Admirals ownership group is "very stable" and committed. It includes Brewers principal owner Mark Attanasio, Brewers assistant general manager Gord Ash and Ben Sheets, the free-agent pitcher. As for whether Sheets will keep his money in the hockey team, Turer said, "That remains to be seen. I haven't heard anything from him. My guess is if he stays (with the Brewers), he'll probably stay involved."

An industry source confirmed that the Admirals were financially sound, especially considering hockey's severe problems at all levels. He pointed to a solid, enlightened front office and painted the picture of a well-capitalized organization that will ride out the economy as one of the beacons in a troubled sport.

Ten to 20 years ago, there were almost 130 minor-league hockey teams in the country. Now there are about 80. Sometimes it's an even tougher sell for a team like the Admirals because they are one of six AHL franchises that share a market with big-league teams.

For example, Hershey, with almost no competition for the sports dollar, leads the AHL in attendance at 8,457 per game. The Admirals are 12th at 4,581.

According to AHL figures, the Admirals' average attendance has decreased from 5,517 last year and 5,701 two years ago at the Bradley Center. They did, however, draw 12,444 on Jan. 3 against Peoria, which Turer said was the largest non-concert crowd of his tenure.

The Admirals have a supportive parent club in Nashville, but like about half the National Hockey League, the Predators are struggling to remain solvent.

Yet similar to the Brewers, the Predators develop largely from within, which means the Admirals will usually have a competitive team.

But that also means the Admirals cannot promote individual players who might be called up at any day by a franchise trying to manage payroll costs. Instead, the Admirals are able to promote their brand name, as well as the world's second-best league in an arena built for hockey, in such times.

"I don't think anybody leaves here saying that the experience was terrible and they'll never be back," Turer said. "The price is right and that's something we ultimately provide

"It's trying to give people the best value we possibly can. As we look at the current state of the economy, people are still looking to do things. I don't think people are going to hibernate in their homes. They're looking to do things, but at the same time they're looking for the best value for their money."

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