The entire state was excited about the game, Governor Warren E. Hearns having declared "Hockey Week in Missouri." St. Louis Arena drew a sellout crowd of 16,587.
A gala dinner the night before at the Chase-Park Plaza Hotel, co-hosted by Blues broadcaster Dan Kelly, drew 900 fans paying $25 each for a meal, a meet-and-greet with the all-stars and a close-up look at the sport's glittering trophies. Proceeds were earmarked for the iconic St. Louis Zoo for upkeep of the aquatic display for children, the zoo sending a llama, snake and a chimpanzee to the dinner.
Former NHL referee-in-chief Carl Voss, who played for the St. Louis Eagles in 1934-35, their only season in the League, was thrilled by the buzz about the game.
"This was a great hockey town even then!" Voss said of the defunct Eagles, doormats in the Canadian Division with a record of 11-31-6 before disbanding.
The 1970 All-Star Game winners would leave St. Louis $500 richer per man, their purse double that of the losers.
The day before the game, Ruel met with Howe, who had a request.
"Gordie told me, 'Don't scratch me, Coach, I need the $500,' " he said with a laugh.
Indeed, Howe was in the lineup, the East roster giving their all for their intense fireplug leader no matter who was playing the arena organ.