In 1930, the Cougars were renamed the Falcons. In a desperate attempt to help his team out a slump, they once had a goalie cut out of wood and outfitted it with goalie equipment. This wooden goalie was used during practice so the players could get more shooting practice when the actual goaltender was not available.

In 1932, a millionaire named James Norris purchased the organization with hopes of invigorating it to top speed and increase ticket sales to both old and new fans. Norris was former member of the Montreal Amateur Athletic Association who had its origins in cycling, and had won the Stanley Cup in 1892. As a result, Norris adopted a version of their "winged wheels" for his new emblem.

In October of 1932, the Detroit Red Wings were unveiled with a new name, and newly added talent. This proved to make the prospect of buying a ticket irresistible to eager fans. Ultimately, it was just the ticket for the Red Wings, as they reached the Stanley Cup semifinals that season.

In the mid 1930's, Norris continued to invest thousands of dollars in his new team and added players such as Syd Howe, the great Ralph "Scotty" Bowman, and Normie Smith. This was a vital move that proved itself with ticket sale gold, as the Detroit Red Wings forged their way to the top of the standings in the 1935-36 season.

A now historical and record setting game that was a treasured ticket to have for any fan of the Red Wings was played on March 24, 1936. The Red Wings Played the Montreal Maroons for the first game of their series. After 3 regulation periods and then 5 overtime periods, the game was scoreless tie. Previously, the longest overtime game had lasted 164 minutes, 46 seconds, set by Boston and Toronto in 1933. At 176:30, "Mud" Bruneteau took a pass from Hec Kilrea and deked Maroon's goalie Lorne Chabot. This ended what was the longest playoff game in NHL history. Anyone who had purchased a ticket to this game got far more than they had ever hoped for from a game in the NHL. The Red Wings became the first US franchise to win back to back Cups.

Along with Gordie Howe in the years that followed and many other legends since then, the Detroit Red Wings have always given their fans far more than any ticket could ever offer them. Along with a chance to buy a ticket to see the Red Wings in countless playoffs, they have also won more Stanley Cup championships than any other team.

They played their home games in Windsor Ontario, which was nearby but made them the first professional franchise to be based in a foreign country. In their first year the Cougars, who kept the nickname from the pre-Red Wing moniker, finished in last place in the NHL's then, 5 team American Division. Despite the lackluster debut season, fans still lined up in the cold to buy a ticket to see their team take on any opponent in their way.