I Am The Classic

Birmingham, The Magic City Classic and Me

Post #5 of #20: I’m reflecting on twenty years of personal and professional experiences in Birmingham and beyond. Visit www.medium.com/HonestlyEd to read the full #20For20 series.

There would be no me without the Magic City Classic.

That probably sounds like hyperbole, an exaggerated sentiment. But, it is not. It is quite literal. I honestly cannot think of a single relationship in my life — fleeting or significant — that has not intersected directly or within one degree of separation of the Magic City Classic. Not a single one.

In fact, the very first time I ever set foot in Birmingham, Alabama was for the Magic City Classic. Prior to that, the only thing I ever saw or knew of Birmingham was featured in looping black and white videos of police attack dogs gnawing at unarmed black teenagers. In 1997, I was sitting on the second row of an unmarked white passenger van carrying Alabama State University Golden Ambassadors. Next to me was my friend and classmate, Kimberly Kelley (Rucker), whom I would be sitting next to a few years later at our graduation.

As we made our way up I-65, I noted the mountainous topography, notably more textured than Montgomery, AL from which we travelled. Elevation rising and falling easily, like meditated breath. The ridgelines shifted in the distance, a zig zag of deciduous trees bursting with every color I had ever seen or imagined.

The trees were everywhere, and the mountain was descending into a valley that cradled the state’s largest urban center. A metropolis in the midst of an autumnal wonderland. It was beautiful and a far cry from anything I had seen on those black and white films.

And, it was Magic City Classic weekend. As university ambassadors we were set to attend all of the official events — press conferences, pep rallies, parade and, of course, the game. I was honored to represent the university. Participating was enjoyable and meaningful, but what I remember most about my first Magic City Classic was seeing Birmingham for the first time.

I fell in love with Birmingham and the Classic in one fell swoop. The low-limbed, tree-lined downtown streets, a burgeoning cosmopolitan vibe, and an abundance of beautiful women. I knew right away that this city, this football game, and this my entire Birmingham experience was going to be special.

Undefinable Classic

“The Classic”, as it is affectionately known by Birminghamians and alum of the participating universities, is a college football rivalry between Alabama’s largest HBCUs (Historically Black Colleges & Universities) — my alma mater, Alabama State University, and Alabama A&M University. The game occurs on the last Saturday of the month of October and has done so for the better part of 80 years. Both universities participate in other football classics. In fact, other classics hold their own significance around homecoming and other traditions. But, those other games simply are not the Classic.

Let me explain.

Early in my career, I produced an annual scholarship breakfast banquet held the Friday morning preceding Classic. Our speakers were typically local dignitaries or prominent alum from the universities. One year, a committee member suggested we invite Birmingham Mayor Kincaid’s Director of Youth Services, Cedric Sparks, (who currently serves as Chief of Staff for Mayor Randall Woodfin) to give the address. Cedric set the crowd on fire with an impassioned exposition on the many reasons and ways the Magic City Classic needed only to be known by and referenced as “the Classic.” No modifiers, no definitions. You already know what it is.

The sentiment of his speech stuck with me over the years because he was right. The Classic was a singularity. There is no other way to describe it, though we try.

The Classic is like a New Year’s Eve party, football game, family picnic and concert all rolled in one. A memorable bookend and a line of demarcation, marking the end of one season and the beginning of another. Auspiciously, the Classic even syncs up with Daylight Savings Time as it always occurs after the last Saturday in October. How convenient! An entire city gets an extra hour to party or sleep in after nearly a full weekend of partying and good-hearted fellowship and tradition. Just like New Years!

Classic Experiences

I don’t have many pictures, but I can remember so many Classic experiences that span nearly 25 years.

For instance, in the first few years after I graduated from college I was the only person in my circle of friends that lived in Birmingham. Everyone else would be driving or flying in from around the country. So, I would put write a memorandum featuring things to do and help organize our time together. It was nice as we still went to some college parties, we hopped in and out of hotel suites and ended up at the same Waffle House near UAB (University of Alabama at Birmingham.)

An early mainstay for recent ASU graduates was Jeff McDaniels’ Klassic Martini Party. For many of us it was a pivotal space out of college cool kid to urban young professional. Sexy, social and crowded — true urban young professional vibes.

Later, as I became more entrenched in the Birmingham/local experience, I started to attend the same kind of events I participated in as a Golden Ambassador. The AT&T luncheon on Wednesday, the university luncheon on Thursday, the pep rally on Friday.

Each Classic has a celebrity ambassador to participate in the parade and other official events. One of the best official ambassadors hosted at the Classic was LL Cool J. He graciously greeting everyone he met and showing Birmingham the power of an effective celebrity endorser and sponsor activation magnate.

Speaking of celebrities, nothing beat the legendary party DJ Kid Kapri hosted at Rogue Tavern. Rogue — recently shuttered no thanks to covid — was a large space that had a natural capacity of 500 found itself bursting at the seams. Nearly 800 people had their minds blown in syncopation for nearly three hours through a Hip-Hop soundscape of a legend.

I recall the Soiree — a corporate marketing reception turned political, red carpet spectacle — hosting national performing artists while contributing thousands to Alabama State and Alabama A&M University. Ultra bougie, ultra fun.

Nothing beats a hood party though. I recall standing on the patio of Onyx Night Club across from Legion Field with my friend Deon Gordon and watching the sun come up as the night party became a day party. Days and nights at the Magic City Classic can be seamless, blending together for a total experience.

The year Mayor Woodfin won his election and was set to attend the Classic as the Mayor-Elect was especially memorable. It was the very first time Randall would experience a Mayoral entrance, police escort and all the fanfare that comes with being newly elected. My sister, Yvette, was visiting from Milwaukee and wanted to get to the stadium early. I had a special parking pass so we went a few hours early to park in the designated area, but the police officer at the intersection closest to the stadium would not let us through. So much for being the man next to the man. So, we circled back to BPD headquarters where the Mayor-elect was set to depart with his escort. We followed the police caravan which seem to cut through the dense traffic with ease and force. Ironically, we bypassed the same officer that denied us 30 minutes earlier. My sister said something inappropriate as we drove by with the window down. I smirked and thought, “what a difference a Mayor makes.”

I recall going to former City Councilman Jay Roberson’s Classic party at The Wine Loft. A nice blend of dignitaries and visiting alums, no politicking, pure fun. It was extra fun one year when I discovered the delicious dessert of brownies and ice cream my guest and I ate right before the event were not regular brownies. Whoops! Happy Classic.

Other Classics were more low-key. One year, I went to the Highland Hookah Lounge to skip the usual round of Thursday corporate receptions — Regions, Wells Fargo, the (now defunct) Oliver Robinson Foundation. Later, I hosted a private party at my loft for ASU alum and basically stayed in all weekend. No game, no tailgating, no suits, no networking, just lounging and enjoying the merry-go-round of friends that came by. Off the map, off the radar. No stress. Happy Classic.

In recent years, the Classic has added some new traditions that embrace the new age, especially digital memes that express the competitive spirit of the universities. Click here to see (or add) a few Memes!

“No, I don’t have any damn Classic tickets.”

One’s ticket game must strong for the Classic and related events. Tailgate spots sell out within minutes of going on sale. Alumni associations, football teams, sponsors and city officials all have their own official and not-so-official receptions, parties and tailgate areas. It is a bonanza for access.

According to City of Birmingham official records, the 2018 Magic City Classic saw 65,906 fans inside the stadium. Meantime, more than 45,000 people tailgated, vend and fill local streets within a quarter mile area all around the stadium.

I suppose the game is the main draw. I mean, it is, but it isn’t. The reality is to love the Classic is to love many parts of the Classic. Have you ever been in an enchanted relationship where all of the wonderful parts are as meaningful as the sum of it all? That’s the Classic.

At the same time, there are people from Birmingham who do not celebrate the Classic. For them, this is a good opportunity to avoid traveling, to stay home and enjoy a good movie. They don’t like the Classic. They are over it. To them, I offer a paraphrased adaption of Kobe Bryant’s infamous sentiment about lazy people: “I can’t relate to them. I don’t understand them. I’m not trying to understand them.”

Happy Classic, mofo.

There are plenty of people that want in for the Classic. They travel from throughout the country and want a premiere experience. Local dignitaries, sycophants and socialites want their to swipe their cool cards. The ticket is status and people are buying at a premium, or they are hounding people who have deep access.

Careful. I’ve heard of investigations of previous officials due to allegations of flagrant abuse of power in distributing tickets in exchange for favors. But, we don’t talk about that. It’s taboo.

So, when I say “I don’t have any damn tickets for the Classic.” Know it is for good reason. You should just trust me on that.

I Am The Classic

For all of its economic vigor and energy, the Classic has always come up short of its potential in my book. Why? Think about the Classic differently — it is basically one of the largest collections of black talent — corporate, entrepreneurial, academic and others — in America. Why on earth wouldn’t national brands be recruiting talent, driving promotional campaigns and otherwise working harder to capture mindshare of this valuable demographic? Especially in the fast-growing southeastern United States.

There are some fleeting efforts to focus on talent recruitment during the Classic thanks to the Birmingham Bound initiated birthed by former Birmingham Business Alliance executive, Waymond Jackson. The program focuses on actively recruiting business school students from Alabama State University and Alabama A&M University to the City of Birmingham. It’s good, but more organizations need to get involved.

There is one effort that I believe cracked the code on the Classic nearly a decade ago. It was called I Am The Classic, a multi-faceted event with programming for talent recruitment, lifestyle community forums and sales opportunities for small businesses. Created by marketer, R. Jay White — an over-the-top visionary and consummate brander. White hired my firm to help him execute this event in 2011. I could share a few reasons the effort did not succeed as much as it could have, but I prefer to share what it did do and why it still matters.

1. Recruitment. We had companies and organizations that did not typically invest a dime into the Classic purchase exhibit booths and engage attendees. For all the excitement the Classic generates, there are hundreds of Birmingham businesses that remain disengaged. We need platforms that attract representative participation from all of Birmingham businesses.

2. Business Development. We created a bonafide small business expo at the convention center, embedding lifestyle vendors to provide timely services to Classic goers. This was good for women-owned and black-owned businesses to generate Classic-related revenue while showcasing the city as a place where black folks live out their entrepreneurial ambitions.

3. Essence. White modeled I Am The Classic after the empowerment expo of the Essence Music Festival hosted in New Orleans, LA each year. The Essence Festial is the de facto festival of choice for socially-conscious African American consumers, especially women. I’m just saying, why not Birmingham?

The Classic does a lot for the city, but it does not serve as a strategic magnet by which we aggressively recruit some of America’s top talent from regions of the country that don’t offer this special event, in this special city with this special history. We still have work to do.

Post Script

The Woodfin Administration continues to reimagine the Magic City Classic as a platform to showcase Birmingham’s dynamic history while projecting a contemporary spirit of social justice. We have launched new Classic-related programs through the Woodfin-created Social Justice and Racial Equity Division of the Mayor’s Office.

One such program was the special recognition of both former Mayor Richard Arrington, Jr. and Bonita Carter, a Birmingham woman slain by an officer of the Birmingham Police Department. Read this story to learn more about Bonita Carter and how her murder changed everything in Birmingham.

I am celebrating 20 years in Birmingham with #20For20 — a series of reflections, insights and homages to my journey. All posts will be featured on my personal blog: www.medium.com/HonestlyEd. Follow me on Medium, LinkedIn and Twitter to be notified of new posts.