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ORIGIN AND PURPOSE BOWL BEGINNING The Sugar Bowl, born in the depths of the depression, has survived many diffi cul es, including a World War and a devasta ng hurricane, and s ll ranks as one of the most uniquely successful amateur athle c achievements in the history of American sports. Behind the Sugar Bowl is a story of community spirit and ini a ve that has been instrumental in spreading the name and fame of New Orleans worldwide. The New Orleans Mid-Winter Sports Associa on actually became a reality when, in late October 1934, it was able to announce it had in escrow the sum of $30,000 for the promo on of the inaugural Sugar Bowl Football Classic. The idea of a New Year’s Day football classic in New Orleans was fi rst presented in 1927 by Colonel James M. Thomson, publisher of the New Orleans Item, and Sports Editor Fred Digby. Every fall therea er Fred Digby called for ac on, outlined a mid-winter calendar of sports, Charter members Herbert A. Benson and Joseph M. Cousins outside the original offi ces and even gave the s ll dream game its name - of the Mid-Winter Sports Associa on, the original name of the Sugar Bowl Commi ee. “Sugar Bowl.” The idea also began to catch on in First Offi cers were Warren V. Miller, the community, with civic and poli cal leaders par cipa ng schools on a basis of $15,000 for president; Joseph M. Cousins, vice-president; beginning to discuss the poten al. In fact, in the visi ng team, $12,500 for the host, with the Harry W. Fletcher, treasurer; and T. Semmes 1929, Mayor A.J. O’Keefe sent a delega on to remaining $2,500 in reserve for expenses. Ranle , secretary. the Southern Conference asking approval of a Eff ects of the fi nancial depression were s ll For months the membership rolls were proposed New Orleans game. The request was evident, and along with doubt that existed in kept open, but many were s ll skep cal and rejected. some quarters as to the success of the venture, saying: “It can’t be done.” Even some who sat Early in January 1934, Warren V. Miller, the task of gathering the necessary funds was in on early discussions failed to maintain their represen ng the Co-Opera ve (now Execu ves’) diffi cult. interest. A er one year the rolls were closed Club, and Joseph M. Cousins, head of a ci zens However, a majority of the Sugar Bowlers and limited to the original 39 organizers. commi ee, came forth simultaneously with displayed their confi dence by becoming Even a er the birth of the associa on, proposals to put the plan into ac on. guarantors. its future looked dark because of the many Managing Editor Clarke Salmon of the Each guarantor was assured (1) the return obstacles it faced, but President Miller had a The Item recommended that the Miller and of his $100 in cash or (2) that he could buy comprehensive program and was a determined Cousins groups combine and invite other civic, ckets for this amount. Without excep on, the leader. Meanwhile, Digby con nued to lend professional and athle c clubs to join in the guarantors accepted ckets. The Sugar Bowl encouragement in the The Item, and their promo on. has since annually granted them the privilege associates remained enthusias c. Mee ng in Mr. Cousins’ offi ce a few days of buying 20 ckets, which represented the From its incep on, the Mid-Winter later were Mr. Miller, Dr. Fred Wolfe, Sr., Dr. M.P. equivalent of the amount of their original Sports Associa on has been free of poli cal Boebinger, F.D. “Hap” Reilly, Ralph J. Barry, T. guarantee. entanglement. Under the charter drawn by Semmes Ranle and Fred Digby. With $30,000 in escrow, and consent Mr. Miller, a orney-president, it was s pulated Out of this discussion came a call for a city- given by Tulane University for use of its 24,000- that it was to be a “voluntary, non-profi t civic wide mee ng. On February 15, 1934, the New seat stadium without rental, approval of the organiza on whose members serve without Orleans Mid-Winter Sports Associa on was Southern Conference followed. The Southwest remunera on.” In prac ce this means that formally organized under a cons tu on and by- and Southern Conferences also indicated teams every Sugar Bowler buys his own ckets to all laws were wri en by Mr. Miller. would be permi ed to play in the Sugar Bowl. events. New Orleans Public Service, Inc., through Further, the charter provided that there the late A.B. Paterson, contributed $1,000 to shall be no private profi ts, and any surplus adver se and publicize the event, and Herbert above the required opera on expenses or Schwartz arranged a radio contract with WSMB reserve fund must be devoted to “charitable, and tendered to President Miller use of a staff religious or educa onal purposes.” and facili es of Maison Blanche for sale of ckets, without cost. The trophy for the winning team, a BOWL FINANCING genuine an que silver single-bo le wine cooler, The plan to fi nance the Classic called for was donated to the Associa on by Waldhorn 300 guarantors to post $100 each to set up Company, Inc. This cup was made in London in Fred Digby Warren Miller the $30,000 necessary for payment of the 10 A S B ORIGIN AND PURPOSE 1830 during the reign of King George IV and is The Stadium an exquisite example of the silversmith’s art. Committee On December 2, 1934, the execu ve recommended that commi ee went into session at the New a ci zens group be Orleans Athle c Club to consider eligible formed to join the teams, and a er long delibera on, invited Sugar Bowlers in Tulane University’s Green Wave, unbeaten in raising the funds the South, and Temple University’s Owls, the and adopted the only unbeaten team in the North. campaign slogan The famous Glenn “Pop” Warner was “70,000 or Bust.” coach at Temple, Ted Cox at Tulane. First Just 40 days announcement of the selec on failed to create later, Benson and much enthusiasm, but within 24 hours a er Nicholas, together fans scanned team records, sen ment changed with the ci zens and the sale of ckets soon exceeded $40,000. commi ee headed Thus assured of fi nancial success, the by Jay Barnes and Sugar Bowlers breathed easier when the Green Herbert J. Schwartz, Wave and the Owls waged an exci ng contest announced that in which Tulane overcame a 14-point defi cit to the $550,000 bond win, 20-14. issue had been Tulane and Temple each received completely sold. $27,800 from the gate receipts provided by an Digby described BOWL UPGRADING a endance of 22,026. Admission prices were this tremendous feat as “one of the great civic Increasing interest in the Sugar Bowl’s $1.50 and $3.50. achievements in the history of New Orleans.” postseason football games brought more A er the 1936 game, a stadium enlargement The 1939 campaign drive was conducted demands for seats. Early in 1947, President was proposed, and following nego a ons with by 11 teams, each headed by a prominent New Sam Corenswet appointed a commi ee of Jos. the Tulane Board of Administrators, the Sugar Orleanian. The 11 team captains were C.L. B. David; Chairman, H.A. Benson, Fred Digby, Bowlers decided to close the North end of the Brown, Thom W. Collens, Mayer Israel, Harold A.N. Goldberg, W.V. Miller, A.B. Nicholas, Irwin stadium by adding 14,000 seats at a cost of Salmon, Phil Schoen, Sam Smallpage, E.A. F. Poche, F.D. Reilly, Frank V. Schaub and Albert $164,768.84. Stephens, Clarence Strauss, W. Horace Williams, Wachenheim, Jr., to survey the situa on. Two years later, the Sugar Bowl had again Seymour Weiss and William Zetzmann. Captain The membership gave its approval to a plan outgrown the stadium. The fi rst proposal Strauss’ team, composed en rely of Sugar submi ed by Chairman David and another was for 60,000 seats, but a er scanning the Bowlers, was the top team with bond sales bond issue of $550,000 was off ered to the sketches and considering cket costs, the Sugar totaling $105,000. public to boost permanent sea ng capacity Bowl decided to aim for 70,000 through a bond Purchasers of bonds were off ered the to 81,000. The bond issue was sold in record issue of $550,000. privilege of buying two ckets with each me, and so spontaneous was the response to On January 13, 1939, Sugar Bowl President $100 bond, at two percent interest, and the Chairman David’s announcement of the bond Herbert Benson appointed a special Stadium assurance that a minimum of $25,000 of bonds sale, that the planned campaign was cancelled. Commi ee of A.B. Nicholas; Chairman, A.N. would be re red annually from football gate In three days, the subscrip ons totalled more Goldberg, Fred Digby, Jos. B. David and Frank receipts. than $700,000 and it was generally accepted V. Schaub to complete plans for enlarging the Herbert A. Benson, architect and Sugar that more than $1 million in stadium bonds stadium and raising $550,000. Bowl past president, drew up the plans for the could have been sold.

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