By Joy Doss, Special to TSDMemphis.com
Twenty-eight years ago, Fred Jones Jr. was a man with a dollar and dream, the proverbial little engine that could. He had something to prove and he proved it – 28 times over.
Mr. Jones wanted to show that this could be done, and that it could be done in Memphis.
Using the Super Bowl model and his extensive background in entertainment, he set out to bring these southern traditions together in grand fashion and he did – football x music x the battle of the bands.
And let’s not forget the world-famous Orange Mound parade and tailgate party, where over 500 vendors set up and upwards of 10,000 attendees gather. Take note: vendor spots sold out in August, which was the earliest ever.
The Southern Heritage Classic IS Memphis – as much as Elvis, the Grizzlies, Memphis in May and barbeque. Each year it’s a highly anticipated celebration of our region’s most venerated HBCUs, Tennessee State University and Jackson State University, with people coming from as far east as Maine and far west as California.
As a brand, it has gotten so recognizable that you need only to refer to it as “The Classic” and folks know exactly what you mean.
“I don’t think folks thought it would get this big,” Jones said. To which I responded, “I don’t recall it ever being NOT big!”
I started going in high school so maybe it was big to my teenaged eyes. It was exciting to be at the games! Ya know, trying to be grown but on curfew.
Though Jones makes it look easy, The Classic has not been without its challenges. What started as Southern Heritage Festival, a project that never got off the ground, became the Southern Heritage Classic. But before it got off the ground in 1990, Jones had to convince the President of TSU that he knew what he was doing.
The two schools played each other but Memphis was a good central location given that they were equidistant (from here). And neither school had the wherewithal to promote the way Jones could. There was also the anxiety around Memphians not supporting local endeavors.
Jones went in strong and sure but, understandably so, others had some concerns. He had no sponsors the first year and says very clearly that he would not do it like that again. To paraphrase, any event is as a strong as its sponsors.
But the biggest obstacle was one that no one could have predicted.
“Our biggest challenge was 9-1-1. We had to postpone, which was a tremendous financial blow. But we played the game and were able to keep going.”
Part of the formula is that the whole series is run like a well-oiled machine. Jones is not here for the foolishness, which is imperative in any formula. BUT do know that there is no success without failure. Though in this case “failure” may be too strong of a word. Just want to disabuse anyone of the notion that microwave success is real (it ain’t – AT ALL) or that anything other than an allergy attack comes from pixie dust.
Jones got unexpected confirmation that he was on the right path from the very beginning.
“The very first year, a woman walked up behind me and hugged me, crying. She said, ‘I’ve never felt like that before. That was nice. I know it was tough on you. Keep it up.’ This woman knew where this was gonna go if we could keep this going…and that was the first year.”
Then there was his friend and golf buddy, Frank Watts, who bought tickets every year and sold them at his job (at the post office). He had his own section at the game. People would call and request tickets in “Frank’s section.” At one point he had gotten up to buying 1,000 tickets.
Much like the unnamed woman and Frank Watts, the community stepped up to do what they could and make this work. Memphians have been good to The Classic. People will support it rain, shine, sleet or snow. And thanks to social media, it has grown beyond being just a “southern conversation.”
“The excitement is at an all-time high…if you mention The Classic, there will be some conversation around it. Someone will always have a fond memory to share or an anecdote,” Jones said.
I would agree with that, having many fond memories myself of, as I mentioned, trying to be grown and now, actually being grown.
The Southern Heritage Classic is a part of Memphis. There is no doubt a positive energy and a happy vibe surrounding the weekend; one that I hope to share one day with my daughter. Hopefully she can make her own memories like me, whether it’s watching friends play in TSU’s band, wistfully musing about transferring to an HBCU or sporting newly minted Greek letters.
The Classic is an integral part of our community’s fabric, one that will live on for years to come.
Hat tip to Mr. Jones for giving us something else to love about Memphis
