When Harris Turer opened his checkbook 15 months ago to buy the Milwaukee Admirals, he also got the services of Phil Wittliff.
In 34 years as a player, coach, public relations director and, recently, the team’s executive vice president and general manager, Wittliff provided a fountain of knowledge for Turer, guy who had zero experience owning or running a hockey team.
But now, with the franchise in seemingly good hands, on solid financial footing, and in Milwaukee for years to come, Wittliff has decided the time is right to retire.
And why not? As far as icons go, Wittliff’s name is as synonymous with the Admirals as Lombardi and Lambeau are with the Packers, Robin Yount’s with the Brewers; and Hank Aaron’s with the Braves.
Such longevity is a rarity, not just in sports, but in this community as a whole. The Port Huron, Mich., native signed a one-year contract after graduating from the University of Notre Dame and figured he’d be working in the family’s insurance business when the season was over.
At a press conference Thursday, Wittliff looked around and couldn’t believe his surroundings. He signed his contact at the team’s old office above the George Webb restaurant on 13th Street and Lincoln Avenue.
"Who would have thought 34 years later I'd be making an announcement in a building (the Bradley Center) as wonderful as this one?" Wittliff said.
There is little left for the man to do in terms of this franchise, save for washing jerseys or driving the Zamboni. And after spending the last couple years helping the franchise tread water in the wake of owner Jane Pettit’s death, Wittliff has more than fulfilled his obligations.
The team was operated in a trust, and a bare-bones staff headed by Wittliff continued to keep the team afloat while it enjoyed its greatest success. The 2004 squad won the franchise’s first and only professional championship, sweeping Scranton / Wilkes-Barre in four games to earn the Calder Cup.
It was, rightfully so, Wittliff’s proudest moment, but helping to keep the team from leaving town should be considered his biggest accomplishment.
"Two years ago, I wouldn’t have done it," Wittliff said of his departure. "We were in a transition period and there was no guarantee the team would stay in Milwaukee.
Rumors of the team’s demise or relocation surfaced in recent years as the search for a local buyer continued until Turer and his group bought the team at the end of the 2004-‘05 season.
"My goal was to keep professional hockey in Milwaukee," Wittliff said. "I know Jane wanted that, Lloyd (Pettit) wanted that, and certainly the fans want that. And now, it’s in great hands."
Wittliff stayed on and helped show Turer the ropes, and became a mentor to team president Jon Greenberg on the day-to-day operations of a hockey team. Both men acknowledged that Wittliff’s presence was instrumental during their maiden voyage, which just happened to end in the Calder Cup finals.
Few people in this town have made as much of a commitment to a team and to the community as Phil Wittliff did with the Admirals. He spent the better part of his adult life giving Milwaukee something it could call its own and take pride in, and fought to make sure it wouldn’t be going anywhere.
Hockey will be his legacy here; whether it is the banners hanging from the Bradley Center rafters or the growing legion of youth hockey players, many of whom have learned the game at an Admirals-sponsored hockey camp.
Wittliff, who is 58, isn't ready for total retirement yet but isn't certain where he'll work next. Looking back on 34 years, Wittliff put it simply and as articulately as a life-long hockey guy can:
"It’s been a hell of a run."
In 34 years as a player, coach, public relations director and, recently, the team’s executive vice president and general manager, Wittliff provided a fountain of knowledge for Turer, guy who had zero experience owning or running a hockey team.
But now, with the franchise in seemingly good hands, on solid financial footing, and in Milwaukee for years to come, Wittliff has decided the time is right to retire.
And why not? As far as icons go, Wittliff’s name is as synonymous with the Admirals as Lombardi and Lambeau are with the Packers, Robin Yount’s with the Brewers; and Hank Aaron’s with the Braves.
Such longevity is a rarity, not just in sports, but in this community as a whole. The Port Huron, Mich., native signed a one-year contract after graduating from the University of Notre Dame and figured he’d be working in the family’s insurance business when the season was over.
At a press conference Thursday, Wittliff looked around and couldn’t believe his surroundings. He signed his contact at the team’s old office above the George Webb restaurant on 13th Street and Lincoln Avenue.
"Who would have thought 34 years later I'd be making an announcement in a building (the Bradley Center) as wonderful as this one?" Wittliff said.
There is little left for the man to do in terms of this franchise, save for washing jerseys or driving the Zamboni. And after spending the last couple years helping the franchise tread water in the wake of owner Jane Pettit’s death, Wittliff has more than fulfilled his obligations.
The team was operated in a trust, and a bare-bones staff headed by Wittliff continued to keep the team afloat while it enjoyed its greatest success. The 2004 squad won the franchise’s first and only professional championship, sweeping Scranton / Wilkes-Barre in four games to earn the Calder Cup.
It was, rightfully so, Wittliff’s proudest moment, but helping to keep the team from leaving town should be considered his biggest accomplishment.
"Two years ago, I wouldn’t have done it," Wittliff said of his departure. "We were in a transition period and there was no guarantee the team would stay in Milwaukee.
Rumors of the team’s demise or relocation surfaced in recent years as the search for a local buyer continued until Turer and his group bought the team at the end of the 2004-‘05 season.
"My goal was to keep professional hockey in Milwaukee," Wittliff said. "I know Jane wanted that, Lloyd (Pettit) wanted that, and certainly the fans want that. And now, it’s in great hands."
Wittliff stayed on and helped show Turer the ropes, and became a mentor to team president Jon Greenberg on the day-to-day operations of a hockey team. Both men acknowledged that Wittliff’s presence was instrumental during their maiden voyage, which just happened to end in the Calder Cup finals.
Few people in this town have made as much of a commitment to a team and to the community as Phil Wittliff did with the Admirals. He spent the better part of his adult life giving Milwaukee something it could call its own and take pride in, and fought to make sure it wouldn’t be going anywhere.
Hockey will be his legacy here; whether it is the banners hanging from the Bradley Center rafters or the growing legion of youth hockey players, many of whom have learned the game at an Admirals-sponsored hockey camp.
Wittliff, who is 58, isn't ready for total retirement yet but isn't certain where he'll work next. Looking back on 34 years, Wittliff put it simply and as articulately as a life-long hockey guy can:
"It’s been a hell of a run."
