Legendary Bill Veeck Was Showman And War Hero
By Joe Guzzardi
No Major League Baseball franchise owner entertained his fans better than Bill Veeck, Jr, a true showman. Holiday doubleheaders, especially those played on Independence Day, provided Veeck with six hours to delight his fans. As owner of the Cleveland Indians, he gave away red-white-and-blue straw hats to every man who entered the ballpark, dressed ushers as founding fathers John Adams, Thomas Jefferson, and Benjamin Franklin, and had them distribute copies of the Declaration of Independence. No cost was spared to put on pyrotechnic displays that were second to none. Veeck knew that for baseball fans young and old, Independence Day was better than Christmas. School was out, Mom and Dad had days off, the weather was warm, patriotic flag-waving parades with marching bands traversed Main Street. Independence Day didn’t begin with gifts around the Christmas tree, but, as pennant races heated up, everyone’s favorite team would play two games in a single, sun-drenched afternoon.
During his six decades in professional baseball, Veeck owned Major League Baseball’s Cleveland Indians, St. Louis Browns and Chicago White Sox. Veeck’s father, William, Sr, was the Chicago Cubs president from 1919 until 1933, and built two pennant winners in 1929 and 1933. Bill, Jr liked to say: “I am the only human being ever raised in a ballpark.” At age 10, he worked as a ticket taker and popcorn vendor. When Veeck, 27, bought his first franchise, the AA Milwaukee Brewers, he launched what would be lifetime of gaudy baseball promotions. He gave away prizes almost every night and specialized in handing out animals: live lobsters, pigeons, chickens, guinea pigs, and his favorite, a swaybacked horse. Most of Veeck’s promotions were not announced in advance; he wanted arriving fans to wonder what the evening’s door prize would be. Veeck scheduled morning games for overnight war plant workers and served cornflakes breakfast to all the tired, hungry fans. Veeck believed trips to the ballpark should be fun, the fans, kings and queens. During World War II when nylons were hard to come by, Veeck distributed pairs to Ladies’ Day attendees. If Veeck couldn’t get nylons, he substituted orchids.
In 1951, after Veeck acquired the St. Louis Browns, he orchestrated his most memorable escapade. Browns’ manager Zack Taylor sent three-foot-seven-inch Eddie Gaedel to lead off against the Detroit Tigers. Gaedel crouched to create a non-existent strike zone as the Tigers’ pitcher dropped to his knees and delivered four straight balls. Five days later, Veeck displayed his ingenuity again with Grandstand Manager Night. Ushers handed out placards printed with “Yes” and “No” to cranks sitting behind the home dugout, and at crucial points they were asked to call the plays: Steal? Bunt? Hit-and-run? Manager Taylor watched from a rocking chair, puffing his pipe as the Browns beat the Athletics, 5-3. But Veeck shrewdly built winning teams and helped integrate MLB. His 1948 Cleveland Indians, led by former Negro Leagues’ stars Satchel Paige and Larry Doby—the American League’s first black players—won the World Series. Paige and Doby were eventually enshrined in the Cooperstown Hall of Fame.
Since Veeck had defended America during World War II, Independence Day had special importance to him. After the 1943 Brewers’ season, Veeck enlisted in the U.S. Marines Corp and was stationed in the Pacific on Bougainville Island, Papua New Guinea. Approximately 216,000 Japanese, Australian, and U.S. servicemen died during the 1942-1945 New Guinea campaign. During an intense battle, anti-aircraft gun recoil smashed Veeck’s right leg. Veeck spent the rest of the war in hospitals. A few years after Veeck returned from war, infection set in on his wounded leg and doctors amputated below the knee. When Veeck’s artificial leg arrived, he threw a party to celebrate. But the infection slowly spread up Veeck’s stump, and he required 36 more operations in all. Veeck received the Bob Feller Act of Valor Award bestowed on 37 Hall of Fame members for their military service.
Veeck, once he took over the Chicago White Sox, added names to players uniforms and introduced the exploding score board, innovations that endure today. On Opening Day 1976, Veeck revisited the Independence Day meme. Veeck presented a Bicentennial-themed “Spirit of ’76” parade, casting himself as the peg-legged fifer bringing up the rear. But by 1981, he realized that the White Sox couldn’t compete in the free agent, high salary era. Veeck sold the team, his last venture as an owner. Then, he dabbled in announcing and wrote three autobiographical books. A heavy smoker, Veeck underwent two lung cancer operations in 1984. The surgeries were unsuccessful and, two years later, Veeck passed away. In 1991, the Hall of Fame inducted Veeck, a fitting tribute to baseball’s most creative mind.
Joe Guzzardi is a Society for American Baseball Research member. Contact him at guzzjoe@yahoo.com
Legendary Bill Veeck Was Showman And War Hero