The funny thing about making history is: More often than not, you don’t know you’re making history — not in the moment. More often than not, you’re just grinding ahead, trying to get something done. That’s true everywhere, including here in Memphis.
Gamble and Huff were just trying to make hit records at Stax, man, not music history. Local insurance icons Fred Davis and Pete Mitchell were just trying to stay in business, and ended up doing historic business.
For Fred Jones Jr., back in 1990, he just wanted to put on his first Southern Heritage Classic to prove a point: That Memphis could do a big event and do it well. And in the process, he’s made history.
With the Southern Heritage Classic set to kick off its 35th anniversary game this weekend, the impact and history of the Classic is on display now at the National Civil Rights Museum. Jones and his team worked with the museum to curate memorabilia and memories of an event that started as a football game and has become a citywide celebration of black collegiate culture.
Even now, the event has its obstacles and challenges — this year, Simmons Liberty Bank Stadium is undergoing renovation. But if Jones is stressed, he won’t let you see him sweat.
I sat down with Jones last week to look back at it all, and ahead to what’s to come. In our chat, edited for length and clarity, Jones reflected on the range of challenges the Classic has come through, and how much longer he sees himself doing it.
Lee Eric Smith: After 35 years of doing this, I imagine the Southern Heritage Classic runs pretty smoothly, but I’m sure there are always challenges. How do you handle the details that come with such a large event?
Fred Jones: You know, I always give you my illustration of it: you see a duck on a pond, just moving around, nothing seems to be happening, but if you could take a picture under the water, that duck is paddling away. I don’t need for people on the outside to see all the things going on behind the scenes.
The devil is in the details, and that just comes with the territory. Some parts are smooth, but things happen, and you have to make adjustments or pivot quickly. It’s part of running a big event like this. We’ve been down this road before, and there’s nothing we haven’t dealt with—9/11, Katrina, COVID, even when lightning struck and canceled the game. You need a strong organization, and I’m blessed to have people who’ve been with the Classic for over 30 years. They don’t panic when challenges come up; we just deal with it.
Lee Eric Smith: What’s it been like working with UAPB now after having Jackson State involved for so long?
Fred Jones: Jackson State was with us for about 30 years, and that’s a long time for a relationship. You don’t move from one relationship to another overnight, even though the transition has been relatively smooth. Jackson State vs. Tennessee State was a national rivalry, and that had been around for a long time—even before the Classic. But when it comes to HBCU football, whether it’s the halftime show with the bands or the fifth quarter, that rivalry and camaraderie, it stays intact. UAPB has been a great partner to work with.
Lee Eric Smith: Do you see the same enthusiasm from UAPB fans as you did from Jackson State fans?
Fred Jones: Well, Jackson State is a bigger school than UAPB—the numbers show that. But one thing about HBCUs, regardless of size, is the fierce loyalty of their alumni. Whether it’s a small school like Morehouse or a bigger one like Jackson State, that loyalty is there. UAPB alums are already connected to Memphis. This is one of their prime recruiting areas, so the transition wasn’t like, “Who are these people, where’d they come from?” They were already established here, which made it a smooth transition.
we haven’t dealt with.” (Photo: Lee Eric Smith/Tri-State Defender)
Lee Eric Smith: After all these years, do you still find excitement in putting on the Classic?
Fred Jones: Oh yeah. You never really stop doing it. I’ve learned how not to operate at breakneck speed all the time. When the event is right in front of you, you’re all out, but once the game is over, you still have work to do. There’s a week or ten days after each Classic where you’re bringing everything down, but you’re always working on the future. Even when this year’s Classic ends, you immediately start planning for the next one.
Lee Eric Smith: The Southern Heritage Classic has become such a tradition. Do you hear a lot of “Classic stories” from fans?
Fred Jones: Oh, absolutely. The Classic has become a family institution. You’ll see people bringing their kids, and then those kids grow up, and now they’re bringing their own families. People plan for it every year, and they’ve got their Classic stories—everything from reunions to parties. I’ve even heard people say, “Don’t get married on the weekend of the Classic!” It’s become a part of the fabric of this community.
Lee Eric Smith: HBCU sports, in general, have been getting a lot more attention lately. More TV, and I know there’s a streaming deal with HBCU GO. Ten years ago, even 15 years ago, HBCUs weren’t as mainstream as they are now. How has that impacted the Classic? Has the Classic helped contribute to that popularity?
Fred Jones: Well, I think we’ve helped move that along because we had some consistency. We knew every year in September that the event, the school, the game was going to happen. We worked from all the way back when BET was doing it—BET, Sports South, and it’s called something else now—but they worked with us, and they elevated the platform. The big thing was that people knew the game was happening every year. There wasn’t any question about whether we were going to play, and that helped a lot. Working with BET back in the day and now with HBCU GO, the brand has grown.
Lee Eric Smith: Speaking of HBCU GO, what’s new for this year?
Fred Jones: HBCU GO is doing a college game day event in association with the Classic this year, and Memphis will be the first one they’re doing live. It’ll be on Saturday, the 14th at 11 a.m. Central Time. Obviously, that brings a whole other set of things to deal with this year, but it’s exciting to see this level of attention on the Classic and HBCUs in general.
Lee Eric Smith: What do you think has made the Southern Heritage Classic last so long?
Fred Jones: From the very beginning, we wanted to create a mechanism where the game would be consistent year in and year out. That consistency has helped the Classic grow. People always ask, “Aren’t you worried people will get burned out on it?” But what’s happened is that the Classic has become a family institution. People plan for it every year, and it’s become part of their lives.
Lee Eric Smith: After 35 years, do you ever think about stepping away?
Fred Jones: When it’s time to go, I’ll know. My father gave me that advice: “You’ll know when to let it go.” As long as I have the energy and passion for it, I’ll keep going. But when I can’t mentally or physically handle it anymore, I’ll walk away. The Classic will go on, though—it’s bigger than me. What drives the Classic are the fans and the people who support it.
Lee Eric Smith: What’s it like to see the Southern Heritage Classic featured in an exhibition at the National Civil Rights Museum?
Fred Jones: It’s humbling. I grew up here, and I remember running around the Lorraine Motel as a kid. To now have the story of the Classic told at the Civil Rights Museum is something special. It’s a big moment, and it feels like an acknowledgment of all the work we’ve done over the years.
