When Wrestling Was Rasslin'

by Birkholz, Wrestling Promoter Peter

  Was it worth the gamble? Did Houston Wrestling have a choice?

  It was my belief that we did not. Now the challenge was to convince my uncle, the television station, the wrestlers, and the booking office that the time had come for change. Not just any change, but a very radical and risky one.

  Through the last fifty plus years there had been numerous attempts by weekly promotions to change to monthly promotions. Some attempts were successful, but most were not. The most successful example was Madison Square Garden, which, at the time, was a monthly promotion of the World Wrestling Federation (now the WWE). The old WWF not only promoted New York City monthly, but used that same monthly strategy for their other major markets in the northeast. There was also the Omni in Atlanta, Georgia, where the World Championship Wrestling Promotion promoted monthly shows with great success.

  I started to present the innovative approach to Boesch the following Monday morning in his office. My uncle did not give the presentation a fair opportunity. Less than two minutes elapsed before, in a fit of anger, he cut me off. In a raised voice he declared that it was a stupid idea and would put Houston Wrestling out of business!

  Before I had the chance to choose my words wisely, I shouted back, “We have no choice!” Complete silence followed. I had never raised my voice to my uncle before. I was a frustrated assistant promoter and a frustrated nephew. The glare from my uncle pierced through me. Nevertheless, I continued the presentation. In my mind, I had nothing to lose. I talked quickly, fearing any hesitation would give my uncle a chance to literally kick me out of his office.

  I spoke of how this month of being “dark” could be turned into a positive opportunity. It would force Houston Wrestling to change from a weekly promotion to a monthly event. I showed him how I proposed to rescale seating in the Coliseum to allow more high priced seats. Then I proposed an increase in ticket prices which would be needed to provide enough revenue for the promotion to survive if it would only have one live show per month. That was the straw that broke the camel’s back. My uncle had enough. He stated that an increase in ticket prices would be the final blow to the Houston Wrestling promotion.

  He took the black calendar book that lay in front of him and placed it in front of me. The book contained all the pertinent information needed for the promotion, including the dates the Coliseum was booked and the names of the stars already signed on the dates they were to work. Most importantly, the black calendar book was the symbol of authority! Boesch said, “Fine, big shot, this is your show. When you lose your shirt it will come out of your wallet, not mine.” He picked up his briefcase and walked out the door.

  Boesch may be a legend in professional wrestling, but even legends are human. His personal and professional lives were drastically changing. His wife was not expected to live much longer. He was also dealing with the depressing reality that the business that he loved for over fifty years was changing into one he no longer enjoyed. He needed time to regroup. He needed an out. This opportunity gave him a way to leave. I still do not know for certain whether he handed me the book out of despair, or if he felt it was time for me to have an opportunity to step out of his huge shadow. Both of us knew that there would be a day when I would take over the promotion. Maybe this would be the day.

  I sat there staring at the black calendar book. Should I do the same thing as Paul Boesch, pick up my briefcase and go home? A few weeks earlier, I'd been given an opportunity to quit the professional wrestling business and teach full time at a university. I was already teaching part time at the University of Houston at Clear Lake. The head of the Management and Marketing department, Dr. William Staples, had talked to me about the possibility of becoming a college professor. This was the career I had wanted to pursue before the long detour into professional wrestling. He said he would help me get accepted into the doctoral program at the University of Houston and would give me a teaching schedule that would work around my doctoral classes. Was the Lord closing the door on my professional wrestling career and opening a door giving me the opportunity to fulfill my dream? The temptation was there!

  However, there was the black book, the symbol of power of the Houston Wrestling promotion, lying in front of me. My uncle had thrown down the challenge. The competitive spirit inside me swelled as I put the situation into perspective. I had successfully promoted in numerous smaller towns and had taken over many of the responsibilities at Houston Wrestling during my twenty-plus years in the business. Still, it would be the first time in nearly forty years that the Houston Wrestling promotion would not have any input or help from Paul Boesch. It was scary, but I picked up the book and walked into my office!

  I was determined that if this show was indeed going to be my last in professional wrestling, I was going to go down swinging. My head still spinning from the emotional meeting, I started to work on a promotional strategy for the Friday, May 14th, promotion.

  My strategy began with the idea that we would make the card “The Greatest Card in Houston Wrestling History.” Those were big words and needed to be backed up with big action. There had been numerous “Greatest Cards in Houston Wrestling History” during the last fifty years. Fans would have to be convinced that this time it was true. Even more importantly, Paul Boesch would have to be convinced, and so would the television station and the wrestlers!

  The first step was to plan the main event. I put together a World Title showdown between American Wrestling Alliance World Champion Nick Bockwinkel and Houston Wrestling’s hottest wrestler at the time, the Junkyard Dog. Nick and I had developed a close friendship. I respected his ability in the ring and his vast knowledge of the business. Nick enjoyed coming to Houston to work and had always taken a special interest in the promotion. I would find out why in a couple of months. I felt confident that he would be available and accept the booking since the date was nearly two months away. After I signed Bockwinkel, he became a valuable confidant to me in planning the card since Boesch would have nothing to do with the show. I used him as a sounding board.

  I was also confident that Junkyard Dog would sign, because he knew that a shot at the World Title meant a possible big gate and a big payoff for him. He also knew that I was instrumental in bringing him to Houston Wrestling, and that I was responsible for the big push he received on the Houston Wrestling television show. I was a big fan of Junkyard Dog not only because I liked him personally, but because I felt he had the opportunity to be a real superstar for the promotion. After the Junkyard Dog agreed to work that night, he promised to do everything he could to make the promotion a huge success.

  After the first showdown was secure, I started working on another super showdown between our number one “heel,” Gorgeous Gino Hernandez. and World Championship Wrestling‘s superstar Tommy “Wildfire” Rich. I felt I could count on Hernandez because we were close friends and had helped each other in various stages of our careers. Gino jumped at the opportunity, realizing how crucial this show would be for me and, more importantly, for the Houston Wrestling promotion. He was quickly establishing himself as the second most famous “Gorgeous One” in Houston Wrestling history, though the title still belonged to Gorgeous George Wagner. But Gorgeous Gino was a premier showman, and wrestling fans were begging for someone to shut his gorgeous face up.

  Tommy “Wildfire” Rich was indeed sweeping the plains of professional wrestling like a “wildfire,” fueled by the popular national broadcast of World Championship Wrestling on Ted Turner’s Superstation. Turner’s Superstation had established a substantial viewing audience in the Houston television market. Tommy's appearance would give Houston Wrestling fans the perception that superstars from around the world were coming to do battle! It would also be very beneficial to have two of professional wrestling’s most handsome men on the card. The girls thought they were cute, had great bodies, and really enjoyed the small tights they wore.

  The third showdown would feature Mil Mascaras, “The Man of a Thousand Masks,” against Manny Fernandez, a tough Mexican grappl
er. Mascaras was a proven box office sensation, idolized by Hispanic wrestling fans and a famous international movie and television star. I was elated when Mascaras agreed to help. Manny Fernandez was a wrestler who had just turned “heel” and denounced his heritage, claiming he was not a Mexican. Fernandez was feared by everybody--except Mascaras, who could defeat the evil Fernandez and restore honor to Mexico!

  Because three was not enough, my fourth showdown featured Chief Wahoo McDaniel against his archrival, Tully Blanchard. Tully Blanchard was a hated villain in Texas, very arrogant, and fans despised him. He was viewed as the spoiled son of Joe Blanchard, a former Texas Heavyweight Champion and well-known wrestling promoter. The feud between Wahoo and Tully had raged for several months. Fans wanted a showdown, and this one would be special, an “Indian Strap” match. Wahoo had never lost one. It was a vicious form of combat in which contestants were joined at the wrist by a ten foot rawhide strap. There was no escape, no way out, so the feud would be settled once and for all! Fans knew both men used the rawhide strap against their opponent, leaving huge and sometimes bleeding welts on each others’ bodies. It was dangerous, and a perfect opportunity for Wahoo McDaniel to give bratty Blanchard the strapping of his life!

  The rest of the card was filled with other stars like Superstar Billy Graham, Jim Golden, Hacksaw Jim Duggan, Ricky Morton, Bruiser Bob Sweetan, Ken Lucas, Scott Casey and Killer Brooks. They would not only wrestle in single matches, but all eight would battle in a dangerous eight-man “Gang War.” Now the card really was shaping up to be the “Greatest Card in Houston Wrestling History!”

  Once a wrestling promoter has his card in place, it is his responsibility to determine how to promote it. It is not just the stars or the matches that make the card; that's just the steak. The promoter has to add the sizzle. He can't do it alone. He needs the support of the talent, he needs everybody’s cooperation in making the television show as effective as possible. Finally, he must make sure everybody knows their responsibility and does their job. Then everything sizzles!

  As you know, the main event would feature professional wrestling’s number one black star, Junkyard Dog, against World Heavyweight Champion Nick Bockwinkel. The fact that “JYD” could become the first black World Champion was not enough for “The Greatest Wrestling card in Houston Wrestling History.” The main event needed even more sizzle: a personal issue, and a very explosive one.

  Nick Bockwinkel and Junkyard Dog established that issue when, during a television interview, Bockwinkel cowardly belted an unsuspecting Junkyard Dog across his head with the World Title belt. This unprovoked attack knocked JYD to the ground while Bockwinkel quickly exited. The Junkyard Dog stood back up, his head bleeding, and vowed revenge. “No one does that to JYD!” he screamed, promising Houston Wrestling fans that he would not only win the World Title on May 14th, , but that he would make Bockwinkel pay for what he did. Fans had never seen Junkyard Dog that angry, and they knew the World Champion was in serious trouble. How is that for sizzle?

  Now my focus turned towards the Gorgeous Gino and Tommy “Wildfire” Rich showdown. A match between two of professional wrestling’s biggest hunks would be sensational, and extra sizzle came in the form of colorful promotional tapes from Tommy Rich and television announcers from the Superstation talking about the “Greatest Card in Houston Wrestling History.” Fans were now hearing from reliable sources that Friday, May 14th, would indeed be a historic night.

  Gorgeous Gino gave some of the best interviews of his career. He put everything he could into his promotional tapes, and had Houston wrestling fans convinced that not only was Friday, May 14th, going to be an historic night for Houston Wrestling, but an historic night for Gorgeous Gino. He was going to whip Tommy “Wildfire” Rich and proclaim himself the most famous young star in the business. Both superstars demanded a Texas Death Match inside the steel cage! What more could wrestling fans want?The sizzle was turning into a roar!

  The next match was the Mexican showdown between Mil Mascaras and Manny Fernandez, who had violently turned on all other Mexican wrestlers. His promotional tapes created even more “heat,” as he did a great job convincing Mexican wrestling fans that he was the biggest villain to hit Mexico since Pancho Villa.

  As for Mil Mascaras, he was not able to send any video tapes since he was on a big world tour. However, I contacted him by phone and asked him to please make a verbal appeal to the Mexican fans. He agreed, and called the television station so Houston Wrestling’s director could tape the call and air it later that week. What a call it was! Mil Mascaras made an emotional appeal to his many fans as he told them it would be the biggest match of his career and he needed their support. His voice cracking with emotion, he pleaded with them to bring their Mexican flags and chant “Mexico, Mexico, Mexico!” He said he could not win without them, but, together, they could defeat the evil Manny Fernandez and restore honor to their dearly beloved Mexico. That interview not only added sizzle, but red hot popping sizzle.

  Now my attention shifted to Wahoo McDaniel and Tully Blanchard's “Indian Strap Match.” Their feud was known from the banks of the Red River to the mighty Rio Grande, so every wrestling fan in the Lone Star State was demanding the showdown. Wahoo did some tremendous television interviews with the Indian strap. He slapped that rawhide strap against the floor, the wall, and the television backdrop. Every time you heard the terrifying smack, Wahoo screamed about how dangerous the match was. He warned that every time the strap hit human skin, it acted like a razor and cut flesh open. Wahoo reminded fans that he had never lost an “Indian Strap Match” and he made an emotional promise to fans that he would give Tully Blanchard the whipping of his life.

  As for Tully Blanchard, he did a superb job of being his arrogant self on television interviews. Fans loved to hate him. He also showed fear, saying he was frightened for his life, and protesting that the “Indian Strap Match” was too dangerous. He screamed that it should be outlawed, which was just what Houston Wrestling fans wanted to hear.

  A wrestling promoter could not have asked for anything more. The wrestlers were doing whatever they could, the sizzle was roaring, and we had four weeks of television to promote the historic event. Would it indeed be the “Greatest Card in Houston Wrestling History,” or would the evening flop and deliver a devastating blow to the Houston Wrestling promotion?

  As I watched the first television show from a lounge chair in my living room, I could not help but feel a tsunami of anxiety. Most promoters and entertainers can’t help but feel the same as they wait for the results of their hard work and preparation.

  The television show was superb. The wrestling action was great. The interviews were some of the best ever produced. Houston Wrestling Director Ed Worthington did an excellent job of assembling the show just as we had discussed. I felt the confidence one feels when they know that they have done everything they could, but there was the frightening element of the unknown. Ticket sales on Monday morning would be the first clue as to whether the Friday, May 14th promotion would be a success or a mistake.

  After a night of tossing and turning, I decided to go the ticket office a little early. There was a lot of work to do, and the anxiety was overwhelming. I drove down the Gulf Freeway toward the office. Paul Boesch was out of town and would stay out of town until the morning of Friday, May 14th. After nearly forty years, could Houston Wrestling survive without Paul Boesch? My mind was racing as I battled the rush-hour traffic. Had we done everything we could? Had we convinced Houston Wrestling fans that Friday was going to be an historic night? Dozens of other questions and concerns swirled in my head. I was just blocks away from the ticket office, which was not scheduled to open for another hour.

  I made the final turn onto Caroline Street and saw it: a line of several dozen wrestling fans waiting for the office to open! I parked the car and walked toward the door, assuring fans I would open the office early so they could buy tickets. One person cheerfully yelled, “I can't to wait see the 'Greatest Wrestling Card in
Houston Wrestling History!” Those words were music to my ears, especially since it was the most important promotion of my career. Ask any promoter, marketer, advertiser, or campaign manager and they'll be the first to tell you that when the receivers of your message repeat your message just like you sent it, you did your job!

  Ticket sales started at a record pace, and continued like that for four weeks. The box office gate that night set a new Texas Wrestling record. The rescaling of the arena and raised ticket prices did not stop over twelve thousand Houston Wrestling fans from coming out to watch the show. Thousands of others were turned away.

  The event itself was outstanding. World Heavyweight Champion Nick Bockwinkel barely held onto his title on a technicality. The Junkyard Dog had the champion on his back and it looked like he'd become the new World Champion, but Bockwinkel’s manager Bobby Heenan interfered. The illegal interference caused a disqualification and JYD won the match, but, as any good wrestling fan could tell you, the rules prohibit a World Champion from losing his title on a disqualification. Nevertheless, the victory gave JYD a justification to start calling himself the “King of Wrestling,” which infuriated World Champion Nick Bockwinkel and his manager Bobby Heenan. This was a perfect setting for a series of rematches and title showdowns throughout the months to come.