Players, coaches and owners come and go at McMahon Stadium. But through the years, through good times and bad, one man has steadfastly remained in the fold of the Calgary Stampeders, living and dying with every match, a horse logo stitched over his heart.

For the past six years as Stampeders’ president, Stan Schwartz, in his quiet, unassuming manner, has overseen some of the most prosperous years in the team’s history, on and off the field.

But, as a mainstay at McMahon Stadium for 26 years, as stadium manager, Stampeder assistant coach and executive, Schwartz has also had a front-row seat for the lean years and turbulent times when the financially strapped Canadian Football League team found itself desperately scrambling for survival.

As the Stampeders prepare to embark on their 58th season, opening at home against the Edmonton Eskimos on June 28, Schwartz characteristically plays down his role in the club’s astonishing turnaround from a franchise on the brink of folding to one of the CFL’s model organizations.

Ask the 58-year-old farmboy from Medicine Hat what it’s all about and he answers with a wry smile and a flash of his treasured Grey Cup ring, one of three he has earned. But new owner Michael Feterik sets the record straight.

Shannon Oatway photo, Business Edge
Stan Schwartz describes himself as an ‘old-school’ leader who values a good day’s work, loyalty and commitment

Feterik marches into Schwartz’s office during an interview and quips: “Let me tell you – this man’s the brains of this organization.”

1. How do you reflect on your boyhood years on the farm near Medicine Hat?

“We lived about five miles from Medicine Hat and it wasn’t uncommon for us to walk into town to play sports. I played, hockey, football and track and field. That’s what kids did in those days. We didn’t hang out at Mac’s. My sports background opened up a lot of doors for me. When I was in Grade 11, Rogers Lehew, then general manager of the Calgary Stampeders, invited me to a high school development camp here in Calgary and then I played football at Mount Royal College and later with the University of Calgary.”

2. What was your boyhood dream?

“I wanted to be an RCMP officer, but there were two reasons why I couldn’t get into that. I had lost a finger (left index) in a farm accident at a young age (nine). I caught my hand in the power takeoff of the tractor. Also, my eyesight wasn’t very good.”

3. How did your farming background shape you as a person?

“I wouldn’t trade it for anything. You work hard and you’re always together as a family. I thought my family was very close because of the farm life. On the farm, you learn discipline, responsibility and respect. You get up early and you work hard.

"I think that has carried over to the life I have today, where you’re committed to your job and you’re not afraid of hard work. When I managed McMahon Stadium, the kids I wanted working for me were farmkids because they don’t have hands like bear cubs, they know how to operate equipment, they know what a good day’s work is and they’re responsible.”

4. Who was your boyhood idol?

“Audie Murphy (the singer, songwriter, soldier) was my hero from Day 1. He was a young kid who was born and raised in the cotton fields in Texas. He was a young skinny kid, probably five-foot-nothing and about 130 pounds. He was turned down by the marines, the navy and the air force, but finally got into the army and was probably the most decorated U.S. soldier in the Second World War.”

5. Who has had the greatest influence on your life?

“My dad (Joseph). He had to leave school at a very young age, but was totally committed to looking after his family and worked long hours. His work ethic was beyond what I could even imagine today. I work long hours in my business today, but I don’t have to work the physical hours that he did. Unfortunately, he was injured in a farm accident at a later age and it eventually caused his passing. They were moving a cattle liner up a hill and the chain broke and he was pinned (between two vehicles). It caused severe damage to his knees and it eventually resulted in circulation problems that caused a stroke. My mom (Daisy) was also a big influence in a quiet, unassuming way. We weren’t a wealthy family but my parents always provided the necessities of life.

The other person is my wife Shirley. Without her support over the years and her understanding of the commitment you have to make to professional sports, I could never have done it and be where I am today.”

6. How rewarding was your seven-year career as a teacher, guidance counsellor and coach in Calgary high schools?

“The rewarding part is seeing kids develop and having them come up to you now and say they appreciate what you did for them as a teacher. When you get young green kids coming out of junior high school and then see them work together as a team, it’s the type of satisfaction that most people never have an opportunity to experience. I’ve coached kids in school like Tommy Krebs (ex-Stampeder and Edmonton Eskimo) and Gordie Elser (ex-Toronto Argonaut) but I eventually left teaching because I had a dream to coach professional football.”

7. How did your teaching and coaching career prepare you for sports administration?

“You learn about discipline, responsibility, respect and teamwork. The teamwork is so important. If we don’t work together as a team in this office, it just won’t happen.”

8. Did you miss the coaching after eight years as a Stampeders’ assistant?

“I missed the camaraderie and the association with the players on the field, but I don’t miss all the preparation. I left coaching when I was offered the administrative job with McMahon Stadium and that was a big job because we were preparing the stadium for the (1988) Olympics, which was an experience of a lifetime. I have a great appreciation for coaches and the job they do. I would say that coaching is one of the big reasons why this team has been so successful. Of course, it’s Wally (head coach Buono), but it’s also Wally’s selection of coaching staffs.

I think that’s the reason this team won the Grey Cup last year, because of the assistant coaches. I just think that we did a better job than Edmonton and Winnipeg down the stretch. We had a young team last year and our assistant coaches did such a good job with the young players.”

9. You’ve been around McMahon Stadium for more than one Stampeder financial crisis. What in your mind was the turning point towards the financial stability and profitability the team enjoys now?

“Ron (Rooke, longtime Stampeder marketing executive) and I have discussed this. I think the first thing was the hiring of Wally Buono (as head coach and general manager in 1990).

"The second thing was the Western final in 1991 when we went to the Grey Cup. Then, it was the signing of (superstar quarterback) Doug Flutie. Finally, I think it’s that we’ve made football in Calgary affordable. There’s no secret in our business. We have to win football games, sell tickets, facilitate corporate partnerships and, along the way, entertain the fans. And we’ve been able to do all of that. You have to give people like Ron Rooke a lot of credit for enhancing the entertainment package and the value. It’s not just the game. It’s also the tailgating, the activities on the field and the giveaways.”

10. Were you breathing a sigh of relief when Wally Buono signed after last season amid reports he might move elsewhere?

“Yes. But I don’t think there was any question whether he would sign. It wasn’t an issue about money. It was more an issue of stability. Wally’s well established in this community and I think Wally wanted a three- or four-year agreement (he has a four-year contract). I think the new ownership recognized the value of Wally and what he has done here.”

11. What has the transition to new owner Michael Feterik been like?

“It’s been very smooth. But first of all we should give a lot of credit to (ex-owners) Larry Ryckman and Sig Gutsche, who turned this organization around. Larry Ryckman brought in Flutie. When Sig Gutsche took over, we basically had a season-ticket base of 9,000 fans and, when Sig left (last year), we had won two Grey Cups and had a season-ticket base of about 25,000 to 26,000. We’re now around 26,000 (season tickets).

Michael Feterik has been an outstanding owner. He’s a California businessman who has brought good, solid business sense to the organization and we all really enjoy what he has brought to the table. He understands pro sports.”

12. With new stadiums all the rage in other leagues, how would you rank the 42-year-old city-owned McMahon Stadium as a venue for marketing the sport?

“I may be a little biased, but I think it’s one of the best (football) facilities in the country. It has some limitations such as with the small concourse. We still have a lot of bench seats and we want to add more theatre-type seats. We also would like to add a Jumbotron replay scoreboard which would cost about $750,000 to $1 million.”

14. Would you be in favour of rechristening McMahon Stadium with a corporate name?

“I’m not in favour of doing that, but I’m certainly not opposed to it if the right monies came along, because that’s kind of the thing to do today. I know the McMahon Stadium Society has looked at it over the years. It’s something that could happen, but it also has to be the right kind of money. My biggest concern would be out of respect to the McMahon family, but it’s my understanding the McMahon Stadium Society has discussed it with the McMahons.”

15. Has Ford of Canada backed off on the issue of the rights to the horse logo of the Stampeders?

“Basically, the issue has died. They dropped the review. There’s no reason that Ford of Canada and the Stampeders can’t co-exist, so it’s not an issue. Our horse is so highly recognized. It’s not just symbolic of the Stampeders, but also of the western heritage. This year, we handed out another 20,000 logos with season-ticket packages. We want that horse everywhere.”

16. Describe your management style?

“I guess I’m old school. I expect a full day’s work. I expect loyalty. I expect commitment to the job. I demand a certain degree of excellence. In our business, because we’re under the microscope all the time and we’re representing something that’s very special, any time we represent the organization, we have to do it in a professional manner. I’m very demanding, but I think I’m fair. I don’t like incompetence.”

17. What’s the best part of the job?

“Winning the Grey Cup. I think when you look at all the work you do and it all culminates in winning the cup, then it’s all worth it.”

18. What’s your most cherished football memory?

“It’s the 1998 Grey Cup win. My wife (Shirley) had just lost her mother (Audrey Gibson) and she had always been a real strong football fan. Her mother told us while she was very sick that we were going to win the Grey Cup that year.

I remember when Mark McLoughlin kicked the field goal in Winnipeg, I was standing on the sideline and it was like I was alone with her. It was such a feeling of comfort and satisfaction. It’s a memory that I have difficulty describing. It was like total comfort and relaxation and I didn’t hear any noise or anything. She was kind of the angel of our family and a very special person.”

19. What does it take to be successful in sports administration?

“You have to have a passion for the business. I always emphasize to young people that if you’re going to get into professional sports and think it’s an eight-to-five job, don’t even think about it. You have to have a total, total passion. After the game last night, we finished here at 12 o’clock. You get home at 1 o’clock and you hit the floor again at 4:30 and you’re here at 6 in the morning. I got four hours of sleep last night, but I got more than the coaches.”

20. How do you reflect on your time as Stampeders president?

“I’ve been very fortunate and blessed to have some great people around me. None of this was done by myself. I can honestly say I did it my way and I did it in a fair way. I was never deceitful or dishonest. I don’t have a big ego. Our goal here is to promote the players and the coaches. I’m more concerned about getting the job done. I wouldn’t mind being president for three more years, which would give me 10 years.

"But I know that in professional sports there’s nothing certain. If for some reason they want to make changes, that’s up to them. But all I can say is that I could go out the front door and say that I did the best job that I could and feel very good about what I’ve accomplished.”

IN PROFILE: Stan Schwartz

* Born/raised/age: Medicine Hat area, 58.
* Title: President, Calgary Stampeders (since 1996).
* Education: University of Calgary, Bachelor of Physical Education, teaching certificate; Indiana State University, Master of Science, sports medicine.
* Family: Wife Shirley.
* Career: Prior to being appointed president of the Stampeders, Schwartz was vice-president and general manager, administration in 1995. He managed the McMahon Stadium Society from 1982-94, as well as the $30-million expansion for the 1988 Winter Olympics. He was Stampeder assistant coach from 1976-83. Prior to that, he spent seven years as a teacher, guidance counsellor and coach in the Calgary public high school system. He also spent one year as an assistant football coach at Indiana State.
* Claim to fame: In 1963, Schwartz was named the top high school football player in southern Alberta. In 2000, the Calgary Senior High School Athletic Association introduced the Stan Schwartz Trophy emblematic of the top high school volunteer coach.
* Idol: Audie Murphy.

THE ORGANIZATION: Calgary Stampeders

* Brass: Michael Feterik, owner/CEO; Stan Schwartz, president; Wally Buono, general manager/coach.
* Profile: The Stampeders are the reigning Canadian Football League champions. Their cherished pastime is running to daylight against the Edmonton Eskimos.
* Home: McMahon Stadium, capacity 36,000 and 500 in private suites.
* Season Tickets: Estimated 16,000.
* Home Opener: June 28 versus Edmonton Eskimos.
* Website: www.stampeders.com
* Address: McMahon Stadium, 1817 Crowchild Trail N.W., Calgary, AB T2M 4R6.
* Phone/Fax: 403-289-0205, 289-7850.
* Tickets: 403-289-0258.