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Promoter Roy Shire
Sacramento Wrestling

 

Promoter Roy Shire Wrestling Programs 1971-1978 San Francisco Cow Palace & Sacramento Memorial Auditorium

1971
1971 03-03 Memorial Auditorium front.jpg


1971
1971 03-03 Memorial Auditorium rear.jpg


1971
1971 03-17 Memorial Auditorium front.jpg


1971
1971 03-17 Memorial Auditorium rear.jpg


1971
1971 03-31 Memorial Auditorium front.jpg


1971
1971 03-31 Memorial Auditorium rear.jpg


1971
1971 04-14 Memorial Auditorium front.jpg


1971
1971 04-14 Memorial Auditorium rear.jpg


1971
1971 04-28 Memorial Auditorium front.jpg


1971
1971 04-28 Memorial Auditorium rear.jpg


1971
1971 05-08 Cow Palace front.jpg


1971
1971 05-08 Cow Palace rear.jpg


1971
1971 05-12 Memorial Auditorium front.jpg


1971
1971 05-12 Memorial Auditorium rear.jpg


1971
1971 05-26 Memorial Auditorium front.jpg


1971
1971 05-26 Memorial Auditorium rear.jpg


1971
1971 06-05 Cow Palace front.jpg


1971
1971 06-05 Cow Palace rear.jpg


1971
1971 06-19 Cow Palace front.jpg


1971
1971 06-19 Cow Palace rear.jpg


1971
1971 07-10 Cow Palace front.jpg


1971
1971 07-10 Cow Palace rear.jpg


1971
1971 07-31 Cow Palace front.jpg


1971
1971 07-31 Cow Palace rear.jpg


1971
1971 08-11 Memorial Auditorium front.jpg


1971
1971 08-11 Memorial Auditorium rear.jpg


1971
1971 08-14 Cow Palace front.jpg


1971
1971 08-14 Cow Palace rear.jpg


1971
1971 09-22 Memorial Auditorium front.jpg


1971
1971 09-22 Memorial Auditorium rear.jpg


1971
1971 10- 27 Memorial Auditorium front.jpg


1971
1971 10- 27 Memorial Auditorium rear.jpg


1971
1971 11- Cow Palace front.jpg


1971
1971 11- Cow Palace rear.jpg


1971
1971 11-06 Cow Palace front.jpg


1971
1971 11-06 Cow Palace rear.jpg


1971
1971 12-04 Cow Palace front.jpg


1971
1971 12-04 Cow Palace rear.jpg


1971
1971 12-26 Cow Palace front.jpg


1971
1971 12-26 Cow Palace rear.jpg


1972
1972 01- front.jpg


1972
1972 01- rear.jpg


1972
1972 02-12 Cow Palace front.jpg


1972
1972 02-12 Cow Palace rear.jpg


1972
1972 03-04 Cow Palace front.jpg


1972
1972 03-04 Cow Palace rear.jpg


1972
1972 03-18 Cow Palace front.jpg


1972
1972 03-18 Cow Palace rear.jpg


1972
1972 06-03 Cow Palace front.jpg


1972
1972 06-03 Cow Palace rear.jpg


1972
1972 11- Memorial Auditorium front.jpg


1972
1972 11- Memorial Auditorium rear.jpg


1972
1972 unknown date 1 front.jpg


1972
1972 unknown date 1 rear.jpg


1972
1972 unknown date 2 front.jpg


1972
1972 unknown date 2 rear.jpg


1972
1972 unknown date 3 front.jpg


1972
1972 unknown date 3 rear.jpg


1972
1972 unknown date 4 front.jpg


1972
1972 unknown date 4 rear.jpg


1972
1972 unknown date 5 front.jpg


1972
1972 unknown date 5 rear.jpg


1972
1972 unknown date 6 front.jpg


1972
1972 unknown date 6 rear.jpg


1973
1973 01-27 Cow Palace front.jpg


1973
1973 01-27 Cow Palace rear.jpg


1973
1973 03- Cow Palace front.jpg


1973
1973 03- Cow Palace rear.jpg


1973
1973 03-06 Stockton front.jpg


1973
1973 03-06 Stockton rear.jpg


1973
1973 03-09 Cow Palace front.jpg


1973
1973 03-09 Cow Palace rear.jpg


1973
1973 03-21 Memorial Auditorium front.jpg


1973
1973 03-21 Memorial Auditorium rear.jpg


1973
1973 04-07 Cow Palace front.jpg


1973
1973 04-07 Cow Palace rear.jpg


1973
1973 06-09 Cow Palace front.jpg


1973
1973 06-09 Cow Palace rear.jpg


1973
1973 07-28 Cow Palace front.jpg


1973
1973 07-28 Cow Palace rear.jpg


1973
1973 09-22 Memorial Auditorium front.jpg


1973
1973 09-22 Memorial Auditorium rear.jpg


1973
1973 10-13 Memorial Auditorium front.jpg


1973
1973 10-13 Memorial Auditorium rear.jpg


1974
1974 01-23 Memorial Auditorium front.jpg


1974
1974 01-23 Memorial Auditorium rear.jpg


1974
1974 03-09 Cow Palace front.jpg


1974
1974 03-09 Cow Palace rear.jpg


1974
1974 05-18 Cow Palace front.jpg


1974
1974 05-18 Cow Palace rear.jpg


1975
1975 01- front.jpg


1975
1975 01- rear.jpg


1975
1975 01-08 Memorial Auditorium front.jpg


1975
1975 01-08 Memorial Auditorium rear.jpg


1975
1975 04- front.jpg


1975
1975 04- rear.jpg


1975
1975 12-06 Cow Palace front.jpg


1975
1975 12-06 Cow Palace rear.jpg


1976
1976 03-24 Memorial Auditorium front.jpg


1976
1976 03-24 Memorial Auditorium rear.jpg


1976
1976 11- front.jpg


1976
1976 11- rear.jpg


1977
1977 09-17 Cow Palace front.jpg


1977
1977 09-17 Cow Palace rear.jpg


1978
1978 02- Cow Palace front.jpg


1978
1978 02- Cow Palace rear.jpg


unknown
unknown date Cow Palace 1 front.jpg


unknown
unknown date Cow Palace 1 rear.jpg


unknown
unknown date Cow Palace 2 front.jpg


unknown
unknown date Cow Palace 2 rear.jpg


unknown
unknown date Cow Palace 3 front.jpg


unknown
unknown date Cow Palace 3 rear .jpg


unknown
unknown date Cow Palace 4 front.jpg


unknown
unknown date Cow Palace 4 rear.jpg


unknown
unknown date Memorial Auditorium 1 front.jpg


unknown
unknown date Memorial Auditorium 1rear.jpg


unknown
unknown date Memorial Auditorium 2 front.jpg


unknown
unknown date Memorial Auditorium 2 rear.jpg



Promoter Roy Shire Wrestling Programs 1971-1978 San Francisco Cow Palace & Sacramento Memorial Auditorium

9/7

Cauliflower Alley Club

 

Representative Roy Shire Cards, 1971-1977

1971-03-03
1971-03-03.jpg


1971-03-17
1971-03-17.jpg


1971-03-31
1971-03-31.jpg


1971-04-14
1971-04-14.jpg


1971-04-28
1971-04-28.jpg


1971-05-08
1971-05-08.jpg


1971-05-12
1971-05-12.jpg


1971-05-26
1971-05-26.jpg


1971-06-05
1971-06-05.jpg


1971-06-19
1971-06-19.jpg


1971-07-10
1971-07-10.jpg


1971-07-31
1971-07-31.jpg


1971-08-11
1971-08-11.jpg


1971-08-14
1971-08-14.jpg


1971-09-22
1971-09-22.jpg


1971-10
1971-10.jpg


1971-10-27
1971-10-27.jpg


1971-11-06
1971-11-06.jpg


1971-12-04
1971-12-04.jpg


1971-12-26
1971-12-26.jpg


1972-01
1972-01.jpg


1972-02-12
1972-02-12.jpg


1972-03-04
1972-03-04.jpg


1972-03-18
1972-03-18.jpg


1972-06-03
1972-06-03.jpg


1973-01-27
1973-01-27.jpg


1973-03
1973-03.jpg


1973-03-06
1973-03-06.jpg


1973-03-09
1973-03-09.jpg


1973-03-21
1973-03-21.jpg


1973-04-07
1973-04-07.jpg


1973-06-09
1973-06-09.jpg


1973-07-28
1973-07-28.jpg


1974-03-09
1974-03-09.jpg


1974-05-18
1974-05-18.jpg


1975-01-08
1975-01-08.jpg


1975-12-06
1975-12-06.jpg


1976-03-24
1976-03-24.jpg


1977-09-17
1977-09-17.jpg


 

Representative Roy Shire Cards, 1971-1977

1

British Wrestling History
Wrestler Jack Laskin
Wrestler Gorgeous George
Wrestler's Autographs
Roller Derby History
Wrestling History Calendar
Pro Wrestling History
Carnival & Sideshow History
House of Deception Homepage
Magic History
Pro Wrestling History Bibliography
Carnival & Sideshow History Bibliography
Magic History Bibliography
Recommended Reading
Pro Wrestling History Links
Magic History Links
Carnival & Sideshow History Links
Below is a photo gallery of wrestling programs
printed and sold under the auspices of famed
NWA promoter Roy Shire (real name Roy
Shropshire) between 1971 and 1978.

Also other pictures, articles and newspaper ads.

Fans were eager to purchase these programs at
the San Francisco Cow Palace and the
Sacramento Memorial Auditorium, as well as the
smaller venues of Stockton, Modesto,
Richmond, Pleasanton, Reno and Antioch.

For the best information on the web about Roy
Shire, and for many more photos, see Viktor
Berry's An Illustrated History of Professional
Wrestling in Northern California
.
HouseofDeception.com
Sacramento
916.451.8170
duff@houseofdeception.com

about us
Below is the text of the infamous
L.A. Times article in which Roy
Shire exposed some of the deceptive
elements ("broke kayfabe") of the
pro wrestling show after his lucrative
twenty year promotional run in the
1960s and 70s:

CONFESSIONS OF A PRO
WRESTLING BOOKER

Professor Says He Just Got Tired of
Making a Fool Out of the Public

Richard Hoffer, Times Staff Writer


Sometime in the late 1970s, Roy
Shire burned out. Suddenly one of
the best bookers on the West Coast
couldn't think of a single finish for
his wrestlers, even bad finishes for
bad wrestlers. In 20 years of
promoting, he'd worked all his
angles, exhausted every gimmick,
overused every gotta-be-a- rematch
flourish. Even if the public was
stupid, of which he was sure after
his years in the business, he had
finally grown tired trying to fool it. So
when Bob Roop, one of his stars that
year, came to him with an angle,
Shire was ready. "Roop, he wrestled
on the Olympic team once, not only
a 'shooter' but a good worker,"
Shire says. "So he has this idea.
Bring this guy from Florida that he
knows out to San Francisco's Cow
Palace. Build him up. The gimmick
is this: Let Roop take the title, get a
feud going, make people think they
couldn't stand each other. Story'd
be Roop hurt this guy in Florida and
he's chased him here."

Well, in pro wrestling, this is not
considered a real fresh angle. A
feud? Couldn't stand each other? It
had come to this? But as we said, he
was tired choreographing all this
nonsense. "I just ran out," he says.
So Shire let it ride and allowed the
boys to work their own angle. "Roop
finally announces he'll wrestle the
babyface, whose name is Kevin
Sullivan," Shire says, "but only on
the condition it's not for the title. If
he beats him, then he'll put the title
up. Been done a thousand times.
OK. Now here's the part I wasn't so
sure about. Kevin's been talking
about his poor old dad on TV during
his buildup, how he's doing it all for
dad, that kind of thing. Flies him all
the way in from Boston for his
match with Roop. And there he is,
this old gray-headed guy, I'd say
about 57, sitting at ringside,
cheering his son, proud and
everything.”

"Kevin beats Roop, big upset. Then
the father gets into the ring to raise
Kevin's hand. Well, Roop comes up
behind Kevin and hits him a good
one and knocks him out of the ring
and then, this was hard for me to
believe , he does a knee break on
the old guy." Shire pauses here, still
awed by the memory. "Then it
really got wild. I had to send all the
guys in to chase Roop, and he runs.
Meanwhile they're carrying the old
guy out, and the word spread
through the Cow Palace -- you never
have to announce anything, the
word just spreads -- that he's been
taken to the hospital."

All in all, one of the most satisfyingly
spectacular evenings in pro
wrestling, ever. "We put a cast on
the old guy's shoulder the next day
and got some pictures taken," Shire
says. "Billed the rematch for a
month, packed the Cow Palace to
the gills. We brought it back five
times. Course, Roop and Kevin were
the best of friends." What follows is
the colorful confession of a con man,
a guy who made a pretty good living
fooling people although the work, as
we've just seen, wasn't always that
hard. Roy Shire, known to you as
Professor Shire in the 50s when he
strutted into rings wearing a gown
and mortarboard, wrestling those
poor little babyfaces in all the big
territories, has also been both a
booker and promoter on the West
Coast. What he hasn't seen in pro
wrestling hasn't happened.

Until Shire, a stocky man of 59
whose trademark bleached-blond
hair has turned a natural white,
came along with a chip on his
shoulder, mad at the game, there
haven't been a lot of promoters
willing to describe their tricks. Oh,
we knew the game wasn't exactly
on the up and up ("'Up and up' Are
you kidding? Even when it was
supposed to be real 40 years ago it
wasn't on the up and up!"). We
knew the wrestlers weren't real,
mortal enemies, that they weren't in
as much pain a they appeared to be,
that some of the holds were more
theatrical than athletic, that the
blood wasn't real, that -- "Hold on,"
says Shire, off and running, "the
blood, a least, is real." Real? "We'd
all have little razor blades wrapped
in adhesive tape, except for a little
corner. We'd get thrown into a ring
post, say, we'd fumble around and
blade ourselves. Just a nick really,
but if you stuck it in your forehead
right, you could get a lot of blood.
Didn't hurt at all. Really."

When Shire was wrestling in the
Texas territories there was a big call
for blood. "They love blood in
Texas," he says, "One week, I had
to blade myself every night, just
worked across my forehead, left to
right.I used to tell people I had 487
stitches. I didn't. I had 70, but most
of those were from when a fan hit
me with chair." Shire says there's
hardly a wrestler alive who doesn't
carry his own blade, hidden in his
trunks, in a wrapped finger,
anywhere. "I used to hide mine in
my mouth," he says, "but one night
I almost swallowed it.You can get
hurt in wrestling, you know. But
only by accident." Besides blood,
there is not much that is real in pro
wrestling, you will not be shocked to
hear. The holds are real, true. But
their effects are so exaggerated that,
nobody really bothers to insist that
anything like wrestling is going on
in there.

Some pro wrestlers, like Shire, really
were wrestlers, "shooters" in the
trade. Shire was a big school and
AAU champion in the 1940s. It's
nice to be able to wrestle, but it's
hardly a qualification. "Nowadays
you just have to be good with the
stick (microphone) -- and be able to
take the bumps," he says with some
disdain for the new breed.

Shire's introduction to the game was
probably the traditional one in his
day. He walked into Al Haft's office
back in Columbus and applied. Haft
told him to strip down. Shire, who
lifted weights, revealed an
impressive physique. Haft
wondered whether he could wrestle,
so sent him upstairs to the gym for
some live tussling punches.He was
a real wrestler, all right. But not yet
a big-time wrestler. So he spent 2½
hours every day learning to perform
fly off drop kicks and assorted other
basics, the kind of self-defense stuff
that doesn't work as well in a dark
alleys as it does before the camera.
These are important skills in pro
wrestling, but not moneymaking
skills.

Haft had Shire wrestling in the
prelims, making about $175 a week
in 1950, a nice living but a long way
from top billing or financial security.
After about nine months, Haft
sensed potential. Noticing that Shire
always seemed to be reading this
same textbook on
"psycho-semantics," Haft hit on an
angle. "How'd you like to make
some real money, Roy?" Haft
asked, somewhat unnecessarily.
"What I'll do is make you a
professor, get you a gown and a
mortarboard. What's more, you're
not a 'babyface' (good guy)
anymore, you're a heel (you
guessed it, bad guy). And I'll make
you the junior-heavyweight
champion."

So Shire learned to strut. "You ever
strut? It's not easy." Got his
mortarboard and gown and made
his debut in Dayton. "I didn't think
I was ready," he says. "And I was
begging guys to take my place.
They were laughing at me. So there
I am, my first main event, and on
TV, and I'm strutting into the ring.
I'm trying to make people hate me
and they're laughing like hell. I was
so embarrassed I could hardly
wrestle."

Not too embarrassed to collect his
$1,000 a week paycheck, though.
And this was in 1951. He became a
popular attraction during
wrestling's heyday, when TV was so
starved for programming it put the
game on in prime time. His
cockiness was infuriating. He
always made his opponent look
better than him, but he always got
his hand raised. However, it was
about this time that Shire discovered
that the only person to really hold
the upper hand was the promoter.
Shortly after Shire "won" his
championship, Haft approached
him with the news that, from now
on, they would be splitting Shire's
pay after the first $500. If Shire
didn't like it, his belt was gone. It
was extortion of the highest, yet
most routine, order. "Well," sighs
Shire, with no apparent malice, "he
did give me the break."

Shire had about 10 more productive
years on the circuit, moving from
territory to territory as he exhausted
both the promoter's and public's
tolerance of his villainy. This was
amazing, as he could be very
difficult to get along with. He says
he once tried to defect from Haft's
stable but found himself blackballed
across the U.S. They managed a
compromise. And he nearly got
himself kicked out of the Texas
territory where he tried--this is
about the worst thing a pro wrestler
can do--to actually wrestle.

What happened there was that
Baron Leone (Shire snorts, "He was
no baron"), the world junior
heavyweight champion came to the
state to "go over" the state
champion, Shire. The Baron would
have to win, of course. But Shire
should look decent in the loss, for
the pride of the territory. "I have to
put him over, which I don't mind,"
he says, "But the Baron says, 'I
beat him in two falls.' He don't even
want to let me have one fall. I say
this isn't very good. I'm the Texas
champion and I don't even get one
fall? That hurts the whole territory."

The Baron took the first fall as
planned, then went for the second,
as planned. Shire was mad, though.
"I've decided you're going
through," he told the Baron. Shire
wasn't going for it. "Now the Baron
gets mad, but he don't know a
hammerlock from a padlock. He
tried to kick me but I bar-armed
him and almost broke his arm."
Texas' pride was saved, but Shire
was nearly kicked out of the
territory for one of the few recorded
instances of real wrestling.

But Shire's time was coming to a
close. He was tired, lonely and
hurting. A missed drop-kick
resulted in torn knee ligaments. As
Texas champion, he couldn't very
well take time off for surgery--what
would that mean to the territory? So,
he shot himself up with novocaine to
continue competing. "If it started to
wear off during a match," he
remembers, "I'd let the other guy
beat on it so a limp would look
realistic." Later, the whole knee had
to be reconstructed. A knife, stuck
so firmly in his backside by an irate
fan, that doctors had to cut it out,
also persuaded him that this was not
a gentleman's game. The future, as
Haft had seen a long time ago, was
in the promoting, not the wrestling,

You may have seen pro wrestling
and acquired an appreciation for the
participants' theatrics. The bombast
is not easily learned. Nor is the
dramatic ability. Let Sir John
Gielgud play The Assassin for
awhile. It may be his audience is
not, uh, real tough, but then his
shooting script may have some
holes in it, too. Yet these guys
perform. As somebody said, as a
wrestler was being hauled out of a
ring on a stretcher, the winner
savaging the helpless corpse all the
way, "Tell me that's not for real."
It's a kind of genius, Buster Keaton
style. The winner's long shinny up
the pole where the bag of money is
hanging, the loser slowly coming to,
recognizing the desperate situation.
And rising, amazingly, to pull his
opponent back down.

And what of the cage matches, in
which four tag-team wrestlers are
put in a pen and the last to crawl out
must leave town. Must leave town!
Imagine the last guy's sad plight as
his teammate--his teammate!--is
crawling out, leaving this crippled
hulk behind. "I'm hurt! This isn't a
matter of leaving town! I need
help.'' Who wouldn't go back.
Whereupon he who was formerly the
last guy, beats the new last guy into
a bloody submission. It's exactly
like real life!

Still, the real genius belongs to the
booker, the man who decides not
just who wins, but how. This is the
man who plots the feuds, who
develops the story lines, who builds
the house. Who keeps pro wrestling
going, in other words. The
personnas are fairly easy to develop.
And the ring action isn't that hard to
choreograph. A good worker knows
how to control the crowd, when to
take his high spot, to cut meat
(punch), and when to relax a little,
to lean some. The wrestlers call it
heat and they know when to turn it
up and down.”

"The really hard part, the toughest
part is figuring the finish," Shire
says. "The problem is figuring what
can I do that the fans will buy that
will get another rematch. Say your
heel is the champion, wrestling a
babyface. Last fall. Your champion
goes into his finishing hold and
slams the baby face into the ring
post. He blades himself, gets some
heat up. Takes the 20-count then
comes back to beat the heel, your
champion. Thing is, in my territory,
the ref is allowed to stop a fight on
cuts. He had stopped the fight.
Everybody thinks the baby face has
won, but here comes the ref to
announce he stopped the bout
because the baby face was cut too
badly to continue. Almost have a
riot."

Shire goes on: "The thing to do in
this case is to bring them back for
the rematch, bill it: 'No stopping for
blood.'''

Other finishes: Fight on the floor to
a draw, run out the time limit, then
come back without a time limit.
"The public buys it," Shire says. "I
could never understand how the
public could be so damned stupid."

Then there are the injury finishes,
as many of them as there are pages
in "Gray's Anatomy." As a wrestler,
Shire used to leave the ring in a
coma pretty regularly. He read a
medical text and got all the
symptoms down.

"It was easy. You lie still, then act
like you're coming out of it, then go
a little nuts, but not quite," he says.
"Depends how bad a concussion
you want to have, but you might
want to swallow your tongue. In fact,
I was doing that once when I
noticed somebody reaching down
my throat with a safety pin; he was
trying to get my tongue." Whoever
that man is, he should get the Nobel
Prize for curing concussions.
Incredibly, Shire came to.

As a booker, Shire sent lots of guys
to the hospital with head injuries,
but "Not all the time, you don't
want a pattern developing in your
territory." As part of the scam,
which of course would lead to a
rematch, the wrestler would have to
stay in the hospital at least a little
while, the longer the better, for
publicity purposes. Shire
remembers that one of his wrestlers
decided, he didn't want to spend
time in the hospital, didn't want a
concussion after all, and tried to
come to in the ring. Shire leaped in
and, in as violent terms as he could
articulate, made his wrestler
understand the importance of a
relapse. "There's money in our
pockets," he tried to explain.

Some men were gifted in this
regard, others not. In Shire's circle,
there was a Memphis booker who
was regarded as incompetent. "He
was a nice guy, but we thought of
him as kind of an idiot. He had this
wrestler that was real, uh,
effeminate. See if you think they'd
buy this in California. Effeminate
wrestler puts his finishing hold on
the guy, who blades himself.
Effeminate wrestler sees the blood
and faints. The Southern crowds
always were the easiest." But there
are heroes in this small and unusual
circle. The booker in Montreal is
Shire's hero. "See if you like this
one. Babyface pins the heel, who
happens to be the champ. Well, this
is amazing. The referee counts one,
two and then, this was even more
amazing, fell over clutching his
heart. Had to take him out to the
hospital, of course. Sold it out the
next time."

Coming soon! More action
photos, publicity shots, posters,
newspaper ads, clips, results
and stories about Roy Shire and
his hugely successful NWA
wrestling promotion of the
1960's and 70's.

Also personal reminiscences
from those who worked within
the promotion and at the TV
studios.
*note*
Most of the programs on your
right, dated 1971-1974, are
shown here through the
generous, written permission of
the photographer Mr. Viktor
Berry, Attorney at Law, who
holds the copyright on the
images.

If you copy his pictures or text
without his written permission,
there will be serious legal
repercussions.

Simply stated: DON'T DO IT!
Roy Shire & Louie Miller Wrestling Ad
Sacramento Union Newspaper
Sacramento Memorial Auditorium
Tuesday, January 30, 1962
Roy Shire & Louie Miller Wrestling Ad
Sacramento Union Newspaper
Sacramento Memorial Auditorium
Wednesday, January 17, 1962
Bottom row, left to right:
Kinji Shibuya, Lou Witson, Joe Blanchard, Pepper Gomez, Wilbur Snyder, Nick
Bockwinkle, TV announcer Ken Lynn.

Back row, left to right:
Roy Shire, Guy Brunetti, Angelo Poffo, Bronko Lubich, Ray Stevens, Pedro Godoy [or
Danny Miller?], Mitsu Arakawa, Joe Tangaro (aka Brunetti), unidentified (in
sunglasses), Cowboy Bob Ellis, Balk Estes, unidentified referee [Connie Marker?]
The photo below was taken in Indianapolis shortly before Roy Shire moved to the San
Francisco area to run opposition to the Joe Malciewicz territory. He brought many of the
wrestlers pictured below with him.

The picture appears here courtesy of Robert Allyn and Pamela Solie Allyn, authors of
Gordon Solie...Something Left Behind, a must read for Golden Age wrestling enthusiasts.
THERE IS NO SUCH THING AS AN
HONEST PROFESSIONAL MATCH.
FORMER WRESTLER TAKES DOWN
SPORT

(Sacramento Bee, April 24, 1984)

By Bill Conlin

HE WEARS $600 alligator boots, and he
runs Hereford cattle on 1,100 Sonoma
County acres near Sebastapol. Long ago,
he ceased to be a mere millionaire,
having attained multi-status through
diversified real estate, which includes
property in Fair Oaks and apartments in
South Sacramento. The 57-year-old
tycoon is Roy Shire, who spent 11 years
as a wrestler and 22 years as a
promoter-booking agent with territory
that included Sacramento, San
Francisco's Cow Palace, Fresno, Las
Vegas, Phoenix, Honolulu, Anchorage,
Samoa and the Fiji Islands.

Shire, with an AB in business
administration from Northwestern
University, is matter-of-fact about his
financial success. He blandly says,
There isn't a guy in the United States
with a wrestling territory who isn't a
millionaire.

He tells of rassling riches with the same
forthrightness that he discusses the
game's phony aspects.

There is no such thing as an honest
professional match, he sets forth. There's
not one for real. You hear people say that
in the old days Strangler Lewis and
Jimmy Londos were on the square.
Bullbleep! Before the old-timers walked
in the ring, they knew who was to win.

SHIRE HAS TURNED his back against
the racket that made him rich, and he
tells why.

I was back-stabbed by a couple guys I
thought were my friends. They didn't
keep their word to me. I defended
wrestling for 33 years, but why should I
defend guys who sold me out?

Two of them are promoting in California.
One is Vern Gagne of Minneapolis, who
uses Leo Nomellini as his front man. The
other is Vince McMahon Sr., of
Connecticut, whose son is promoting in
Los Angeles and San Diego with Mike
LaBell as his front.

These two are in California now, and if I
can stomp on 'em I will. They stomped
on me.

Two more reasons entered into Shire's
retirement. He suffered a heart attack in
1980, and his last promotion was a battle
royal at the Cow Palace in January 1981.
It drew $64,000, he said. I went out with a
bang.

Finally, related Shire, A wrestling
promoter is very vulnerable to television.
Once they cancel you, you're done
unless you can find another station.
Sometimes you can't. I was always
vulnerable in Sacramento because Jack
Matranga at Channel 40 thought we
tarnished his image. I thought, on the
contrary, we helped put over the station
in its early days.

THESE DAYS performers needn't know
how to wrestle, said Shire, but they
require two attributes, which he
describes as a great body and being
good on the stick. The latter means the
ability to go on a TV mike and smoke up
a forthcoming match.

Yeah, it's all acting, he said, and most of
the boys are intelligent fellows, half of
them college graduates. But they don't
make the money people think they do. I
used to tell people they took down
$200,000 to $250,000 a year, but I was
lying. The few that do, you can count on
one hand. Most of the preliminary guys
are in a $20,000 to $30,000 bracket. The
top main-eventers go to $50,000 if they
keep busy, and a few make $100,000.

A lot of the boys are getting tangled up
on drugs, but it's mostly popping pills
and marijuana. There's no wide use of
cocaine. It's too expensive.

I used to tell my people if they wanted to
pop pills, go ahead and pop 'em. But if I
catch you, you're gone the next day.
How'd it look for myself and the game if
you get arrested and draw headlines?
Still, I admit there was temptation. These
guys are on the road every night, tired,
and they want a lift. Sometimes it's sex or
drugs. Sometimes it's booze.

SHIRE WAS RELUCTANT to single
out gay wrestlers, although conceding
they were in small minority and one had
starred in Sacramento.

A curious case, and taking advantage of
public gullibility, was Gorgeous George,
who was a straight but capitalized on his
charade.

I knew him well and wrestled him a
dozen times, said Shire. His real name
was George Wagner. He made millions
but died a pauper in Southern California.
His wife divorced him and he lost on a
turkey ranch. But his weaknesses were
gambling and the bottle. He'd go to Las
Vegas and blow $20,000 or $30,000 each
trip.

Shire ran his territory with what he
describes as an iron hand. Nobody
bleeped with my territory, he said, and I
made my own rules. I had my own U.S.
championship, which I gave first to Ray
Stevens, who was the best card I ever
had. Then when he wore out I gave the
title to Paul DeMarco.

Another innovation by Shire involved
separate cars for heels (wrestling's term
for villains) and baby faces (the good
guys). They used to get together, four or
five in one car, heroes and villains, said
Shire. I made 'em split up. So when they
came up from San Francisco to
Sacramento, they all weren't in the same
car. It didn't look right.

TOMORROW: Controlling the referee.

(See column on right)
From the Gordon Solie Collection
used with written permission

This interesting colage is from Roy Shire's early days in
wrestling as "The Professor." Its origin is unknown. If you
can identify the artist or place of publication of this
drawing please contact us.

We highly recommend the book
Gordon Solie...Something
Left Behind
by Pamela and Robert Allyn (Pamela is Gordon
Solie's daughter).

The authors have included so much more than we
expected from reading the early reviews. They have
artistically woven together prose, philosophy, poetry and
photography, making it very difficult to put the book
down, and with every purusal one discovers a new and
rich insight.
Something Left Behind will stand as a
timeless tribute to the breath and depth of Gordon Solie's
talent and character and is an enriching companion to
Master of the Ring.
WRESTLING PROMOTER SAYS HE
RIGGED MEMORIAL MATCHES



(Sacramento Bee, April 25, 1984)

By Bill Conlin

IN THE BIZARRE world of wrestling, every
match is rigged, as veteran promoter Roy
Shire now is willing to admit. Shire, 57, who
controlled the professional game for 20 years
from Fresno to the Oregon line, will go
further. He says he framed all his matches,
including those in Sacramento's Memorial
Auditorium, with the connivance of the state's
referees.

All the referees knew what went on, said
Shire. True, they got their licenses from the
California Athletic Commission, but I
assigned them.

Let's take Sacramento. I had four referees on
call, and I alternated them so they'd all make
equal money.

Before the show, I'd go over each match with
the two wrestlers and the referee. We'd frame
the finish, and the referee would be told the
bout would end with a backbreaker hold or
maybe a Boston crab.

I'd tell the referee exactly how the falls would
go, and how much time would be involved. If
the referee didn't do his job and contribute to
the show, he'd get a week off. And then if he
couldn't do the finishes right, I wouldn't want
him around at all.

Hank Renner, my announcer, also was wise
to the fixes. And, of course, the studio guys at
Channel 40 were aware. They had to be when
they'd see fellows, who were supposed to be
feuding, leave arm in arm. I was the guilty
one. I'd build feuds on TV. I loved feuds.
There's money in 'em.

SHIRE ADMITS to another wrestling
enthusiasm, and this one involves blood. You
give the customers enough blood, he says,
and you'll draw nothing but money. Some
wrestlers fill a small balloon with blood and
hide it in their mouth. When they're hit, they
let it smear their face and swallow the balloon.
On head injuries, a lot of fans think we're
smuggling catsup into the ring. But it's real
blood. Know how we get it? It's a fragment of
razor blade which you can hide in your
trunks, or put in your mouth, or put under
some tape on your finger.

It's all done with a blade. We call it a Gillette
job. A small nick on the forehead will bleed up
a storm, and the scratch will heal in a couple
of days.

Shire likes to tell of one Memorial Auditorium
match when he had lots of blood plus a
referee's connivance.

I had Rocky Johnson going against Paul
DeMarco, and DeMarco was pounding at
Rocky's bleeding cut, which looked worse
than it actually was. Then Rocky revived
himself and carried the bout to DeMarco.
Finally, the referee stepped in, looked at
Rocky's cut and said it was too bad to
continue, making DeMarco the winner. Then
the riot started.

Next week I advertised a rematch with a new
rule: no stopping for blood. I turned 'em away.
In California we wrote our own rules, and
no-stopping-for-blood was just one of the
angles we used.

SHIRE'S COPOUT on wrestling chicanery
stems from a feud with Vern Gagne of
Minnesota and Vince McMahon Sr., of
Connecticut, who have moved into California
promotion with front men at San Francisco
(Leo Nomellini) and Los Angeles (Mike
LaBell). They dumped on me, says Shire of
his former associates, and now it's my turn to
dump on them.

He delights in another Memorial Auditorium
episode when Red Bastien was matched for
the "championship" against Vern Stevens.
Alas, Bastien had been lifting weights in the
afternoon, strained his back and could barely
walk.

I told Bastien he had to go on, said Shire.
There was no way I was going to tell the fans
they could have their money back, which is a
state rule if the main event falls apart.

So we propped up Bastien and more or less
carried him into the ring. At least we got him
up on the apron. Then while Hank Renner is
announcing the match is for the U.S. title,
Stevens leaps across the ring and attacks
Bastien from behind. Red goes down and is
hurting, but you learn to take a little pain in
this business.

The bell rings, and Red comes out limping,
which is natural and not a put-on. The ref
stops the bout, we call an ambulance, and
stretcher Red out of the ring. I had Bastien lie
in the hospital for three or four days, and that
was expensive, but I had another sellout in the
rematch. That sure beat giving half the fans
their money back.

THERE WAS a sequel to the Stevens-Bastien
postponement. Roy Tennison, then in the
Athletic Commission office, went on television
and said Bastien had not been hurt.

I said Tennison was a damn liar, declares
Shire. He hated wrestling with a passion and
was always trying to hurt our business. Yes, I
said 'damn.'

Tennison threatened to sue a San Francisco
TV station if they used the tape on which I
called him a liar. The station backed off, but
the tape was used over Channel 40 in
Sacramento.

Is dishonesty constant in wrestling? I
promoted for 22 years, replies Shire, and I
never put on a shooting match. There's never
been one promoted.

(To shoot is to level, compete for real.)

Wrestling has a language of its own. Worker
is a showman capable of top billing. A good
bump is throwing an opponent into the air.
Good guys are baby faces, the villains are
heels. And, of course, the scenario of any bout
builds to the climax or "finish."

One of the best finishes I ever saw, said Shire,
with obvious respect for melodrama, was a
worker who first slashed himself, then
staggered, looked at his own blood, worked
himself into a frenzy and fainted dead away. It
was a socko finish. I didn't have the guts to
use it here, but the people in Texas bought it
and came back the next week for the
rematch.

I don't subscribe to the theory that a sucker
is born every minute. There's one born every
second.
Wrestler & Promoter Roy Shire
Gallery of Photos
Wrestler & Promoter Roy Shire

On finishing every main event:
"Bring 'em [the fans] just short of
a riot, then back 'em off."

"
There's money in our pockets."
Wrestler "Professor" Roy Shire

"The public buys it. I could never
understand how the public could be so
damned stupid."

"I don't subscribe to the theory that a
sucker is born every minute. There's one
born every second."
Wrestling Promoter
"Professor" Roy Shire

"It's got to be logical. It's
got to make sense."
Wrestler & Promoter "Professor" Roy Shire with singer Tony Martin

"Nobody f ***** with my territory and I made my own rules."

"These two [Verne Gagne and Vince McMahon, Sr.] are in California
now, and if I can stomp on 'em I will. They stomped on me."

"They dumped on me, and now it's my turn to dump on them."
Wrestling Promoter Roy Shire

"I used to tell my people if they wanted
to pop pills, go ahead and pop 'em.
But if I catch you, you're gone the next
day. How'd it look for myself and the
game if you get arrested and draw
headlines?"
Wrestler & Promoter Roy Shire

"There isn't a guy in the United
States with a wrestling territory
who isn't a millionaire."

"I just ran out."

"I went out with a bang."
Wrestler & Promoter Roy Shire

"I loved feuds. There's money in 'em."

"You give the customers enough blood
and you'll draw nothing but money."

"Tell me that's not for real!"
"I was always vulnerable in Sacramento because Jack
Matranga at Channel 40 thought we tarnished his image. I thought, on the
contrary, we helped put over the station in its early days."

"[In Sacramento] I had four referees on call, and I alternated them so
they'd all make equal money....If the referee didn't do his job and
contribute to the show, he'd get a week off. And then if he couldn't do the
finishes right, I wouldn't want him around at all."

Hank Renner, my announcer, also was wise to the fixes. And, of course, the
studio guys at Channel 40 were aware. They had to be when they'd see
fellows, who were supposed to be feuding, leave arm in arm.
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