By the late-80s, after years of declining interest, subpar rosters, and an inability to change with the times, the American Wrestling Association (AWA) was all but dead in the water, ultimately shutting down in 1991.
Did it have to be that way? Had Verne Gagne, rather than digging in his heels, gotten with the times (or hired someone to get with the times for him), would the AWA have had a puncher’s chance at not only surviving, but thriving into the 90s and beyond?
When the AWA thrived
From the early 60s into the late-70s, the AWA was a very successful wrestling promotion. Verne Gagne, an amateur wrestler and alternate on the ‘48 U.S. Olympic Team not only ran the promotion, but was its most recognizable champion. From August 1960 to May 1981, Verne held the AWA World Title 10 times for a total of 4,677 days (almost 13 years).
During that era, Gagne took his promotion from a local Minnesota show and expanded into several large markets, including Chicago, San Francisco, Denver and Las Vegas. His success in this area made the AWA an extremely popular ticket, and his live shows regularly brought crowds by the thousands.
“I want my MTV”
Then the 80s happened.
The “everything, all the time, right now” generation had no time for time. Don’t wanna sit through a 12 round fight? “Iron” Mike Tyson knocks everyone out in under three rounds! NBA games too slow? Have no fear, the “Showtime” Lakers are here!
Gone were the days when you could keep a kid’s attention for more than three minutes; Nintendo, Coca-Cola and Hostess made sure of that.
In the 60s and 70s, pro wrestling venues were smoke-filled, darkly lit and full of an older demographic. When the 80s rolled around, young, loud, hopped up on cocaine and stuffed with TV dinners, Verne wasn’t prepared.
Prior to Vince McMahon’s talent raids, the AWA boasted some of the biggest names in the business. Consider that in 1984, WWF’s number one babyface (and biggest name in the history of the industry), Hulk Hogan, number one manager (and arguably greatest manager of all time), Bobby “The Brain” Heenan, number one color commentator, Jesse “The Body” Ventura, and number one announcer, “Mean” Gene Okerlund had all been, just a short time prior, under the employ of the AWA.
What if Verne had employed someone capable of marketing Hogan the way Vince and the WWF were able to do for the better part of the 80s and early 90s? What if he’d worked with Hogan on merchandising, rather than trying to steal from him by selling his shirts at shows while Hulk was away on a Japanese tour? What if he hadn’t gone out of his way to keep the belt off Hogan, actually going so far as to say he wasn’t good enough to carry the AWA Title? Finally, what if Verne hadn’t angered Hogan enough to where, once Vince came calling, he was more than willing to not only jump ship, but do so without finishing up his scheduled dates with the AWA?
How much different does the first WrestleMania look without Hogan in the Main Event? Does WrestleMania 1 even take place without Hogan on the WWF roster?
Greg Gagne wasn’t the answer
Verne’s stubborn nature (Greg Gagne’s words, not mine) cost the promotion dearly when it came to the acquisition and retention of marketable talent, forcing the promotion to rely on burly animals like The Crusher and Mad Dog Vachon, men who could draw a promotion all kinds of money in the 60s and 70s, but were dinosaurs in the eyes of the glitzy 80s fan. Beer bellies and cigar breath simply would not cut it.
Sure, the AWA still had a contingent of diehard wrestling fans, many of whom attended every local show possible, but selling a guy a program and a beer is night and day to selling a guy a program and a beer, while selling his kids t-shirts, action figures and foam fingers. This is where I believe Gagne was greatly in need of someone to put a fresh set of hands on his product, and by ‘someone’ I don’t mean his goof of a son, Greg.
Hulkamania ran wild…away from Verne
Consider that had Hulk and Verne been able to work together the way Hogan ultimately did with Vince, the AWA would have been all but set (creatively, at least). In Nick Bockwinkel, Larry Zbyszko, Col. DeBeers and later, Curt Hennig, the AWA was loaded with main event level heel talent, all of whom had quality promo skills and could work circles around most in the ring. Hogan was a superhero, his job was to look unbeatable. Surrounding him with these four pros, men capable of bumping all around the ring for him while retaining every last bit of their heat, would have carried the promotion for years.
Plus, without Hogan, would Vince have had the leverage to buy off television stations, preventing them from airing other promotions shows? Who was Vince’s second choice had Hogan not gone to New York? Would he have stayed in-house and tried to go national with Jimmy Snuka or Sgt. Slaughter? Would he have looked to another promotion, possibly WCCW and Kerry Von Erich? Whatever he would have decided, the WWF roster would have looked (and sounded) decidedly different.
What might have been for the AWA
If WCW taught us nothing else, it was that the market would bear two successful promotions. Even ECW, using mostly smoke and mirrors (and a lot of Vince’s kickback money) was able to thrive in the 90s as a somewhat viable third promotion. Certainly, with proper management and greater attention to what fans wanted to see, the AWA could have just as easily been in this mix. Fans like having options, and history has proven time and again that with competition, all involved up their game making for a better overall product.
There is no doubt Verne Gagne should be remembered for all he did for professional wrestling. Not only did he run a successful promotion for more than 30 years, he also trained some of the biggest names the industry has ever known, including Iron Sheik, Ricky Steamboat, Curt Hennig and “Nature Boy” Ric Flair. His immense contributions to wrestling cannot be overlooked.
That’s what made his inability to move with the changing climate rather than becoming resistant to it so frustrating. Verne’s knowledge could have been useful to so many other future performers. Unfortunately, for him, for the fans, for the industry as a whole, it wasn’t meant to be.