Horace Heidt

Horace Heidt
Associated Press

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Horace Heidt
TV: South side of the 6600 block of Hollywood Boulevard
Horace Heidt
Radio: West side of the 1600 block of Vine Street
Bandleader | Radio Personality
Born May 21, 1901 in Alameda, Calif.
Died Dec. 1, 1986 in Los Angeles, CA

Horace Heidt was a bandleader whose Musical Knights produced some of the best-known tunes of the big band era.

Heidt was among the last and probably the wealthiest of the orchestra leaders of the 1930s and 1940s, displaying an acumen for business that carried over from the disciplined awareness he first established with his often colorful and sometimes wayward musicians. As costs and changing tastes began decimating the big bands, he began to accumulate apartment resort communities in the San Fernando Valley.

He entered the music world as the result of a football injury at UC Berkeley that doomed what he had hoped would be an athletic career.

Heidt was born in Alameda in the Bay Area and his mother was his first artistic influence, purchasing a piano, which he loathed. But while recuperating from his football injury, a back fracture, he heard Guy Lombardo on the radio and decided that if he could never again hear the cheering of football crowds, he might attract applause from dancers.

He formed his first band and played a series of long-forgotten one-night stands up and down the West Coast, working in real estate and pumping gas to pay his bills between engagements.

Heidt organized and disbanded several orchestras before getting on the vaudeville circuit. His success there brought a radio offer. That produced "Answers by the Dancers," in which dancers at the Hotel Drake in Chicago were interviewed between rumbas and foxtrots.

He became a household name when he was among the first — if not the first — to give away what were then huge sums of money to radio listeners. It was an early and simple radio gimmick. Using names selected at random from telephone directories across the country, operators would call and if anyone answered the phone, he or she would automatically win $1,000 — even if they were not tuned in to the show.

Frustrated movie theater owners, appalled by the number of empty seats they were encountering in the 1930s when Heidt's "Pot of Gold" aired, pledged $1,000 to anyone who was called while attending their films.

Operators placed three such calls a night while Heidt's Musical Knights — among them Frank DeVol, Alvino Rey, the King Sisters, Gordon MacRae and Frankie Carle — played and sang popular tunes of the day until a call was answered and announcer Ben Grauer shouted "Hold it, Horace ... stop the music."

Though the Federal Communications Commission finally forced the show off the air for being a thinly disguised lottery, the program transformed Heidt from just one of many band leaders into a national figure.

Utilizing his talents as a promoter and businessman, Heidt kept his name in the public eye with a series of personal appearances he billed as a "Youth Opportunity Program."

Singers and musicians were given an opportunity to perform before live audiences in cities throughout the country, and in the late 1940s — when those expensive road engagements were winding down — he staged "Parade of Stars" programs at the Hollywood Bowl.

Among Heidt's discoveries were Dick Contino, whom he found when the accordionist was only 18, and comedian Art Carney, whose early show business experience came as a member of the Heidt singing group Donna and the Don Juans.

The band recorded such hits as "I Don't Want to Set the World on Fire," "Deep in the Heart of Texas," "Tippy Tippy Tin," "The Hut Sut Song," "Little Sir Echo," "The Pennsylvania Polka" and "Hi Ho."

Though much was made of Heidt's preference for showmanship over sound, his orchestra at times included such famed jazz men as trumpeter Bobby Hackett and pianist Jess Stacy.

But gradually, even Heidt's popularity waned as restaurants and bars began devoting more floor space to diners and drinkers than to dancers.

Heidt saw it coming and by the 1950s began devoting an increasing share of his time to his expanding and lucrative business empire.

He died at age 85 on Dec. 1, 1986, having suffered a heart attack and battled pneumonia, at Barlow Hospital in the Elysian Park area of Los Angeles.

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