As a native of St. Louis, no one on this sports site is more emotionally upset about the events that occurred last Friday. After a tumultuous season on the field, the St. Louis Rams’ woes continued off the field. I haven’t been able to write anything about this until now mainly because I wanted some time to compose myself. So now, I can give someone the credit they rightfully deserve.
Georgia Frontiere was the pioneer of women in high management of professional football. She inherited ownership of the Los Angeles Rams in 1979 from her husband Carroll Rosenbloom. She was one of the few active females who owned a major professional franchise, and in some cases, she was considered the most hated woman in Los Angeles in 1995 when she made the decision to move the franchise to her hometown of St. Louis.
Under Frontiere’s rule, the second St. Louis franchise quickly became a huge fixture to St. Louis sports life. The Rams soon became known as “The Greatest Show on Turf” and made the playoffs five out of six seasons from 1999-2004. Led by unknown quarterback Kurt Warner, disrespected former Colt Marshall Faulk, the dynamic duo of Isaac Bruce and Torry Holt and unpredictable coach Dick Vermiel, the Rams appeared in two Super Bowls during the beginning of the 21st Century, winning their first appearance against the Titans and losing the second to the future dynasty known as the New England Patriots.
Commitment was a number one priority for Frontiere. It was literally impossible to go to a Rams game and not see Georgia Frontiere somewhere in the stadium. Most owners usually sit in the owner’s box, whereas Georgia preferred to mingle with the people who celebrated her homecoming in 1995 at a downtown rally as semis and buses rolled into downtown St. Louis.
During Frontiere’s time with the team, the Rams moved twice. First moving from the infamous, historic Los Angeles Memorial Coliseum to Anaheim in 1980, and then again in 1995. After St. Louis’s original franchise moved to Phoenix in 1988, the city decided to lure a new franchise to the Gateway by building a $260 million dome.
The gesture worked as Frontiere decided to move LA’s beloved Rams from the City of Angels to the Gateway City in January of 1995. This move was chastised by the faithful Los Angeles residents, while in St. Louis; the city was more than happy to have professional football back.
Despite seven marriages and a lifetime filled with tragedy, Frontiere showed that she was indeed determined to turn all this into triumph. And for 29 years, she found triumph in the form of football. Anyone who was around during the Rams’ tenure in both California and Missouri knows about the city and community contributions that Frontiere was a part of. Two years after the move to St. Louis, Frontiere founded the St. Louis Rams Foundation and since its creation has generated over $5 million to charities. But tragedy caught up with Frontiere sooner than expected.
On Friday January 18, 2008, Georgia Frontiere died and finally lost her long battle with breast cancer. After being hospitalized for several months with the illness, Frontiere succumbed to it. I can’t remember the last person who did so much with so little for the city of St. Louis, and at the same time, someone who left such an impact on the city, the league, and the fans. She will truly be missed, but she will never be forgotten. With that witty smile, Southern-Midwestern style accent, and Las Vegas singer/showgirl like dresses, Georgia will always be remembered, and all of us will truly laugh every time we think of the charm she exuded on the NFL.
Farewell, Georgia. Thanks for the Memories.
