Excerpts From A Full Life

By Sheldon Saltman

Within his sphere, Sheldon Saltman has been a well-known developer/producer, creator of all types of events as well introducing new products throughout the world. In achieving this, he worked in 52 countries. His tasks were as diversified as publicizing and marketing Muhammad Ali’s fights to bringing the embryo cellular industry to the Third World. While in the former Soviet Union, he and the then President, Boris Yeltsin, were constant doubles partners in Tennis. During the 1950’s, Mr. Saltman received the Broadcast Promotion Association's coveted “On-Air marketer" award, five years in a row. Thus his story grew within the TV Industry. Along the way, he found time to create and produce Network/Syndicated TV shows and series. He was not only on the President’s Council of Physical fitness, but sat on many startup Cable TV Boards that today are industry leaders. He grew from announcing High School Sports in his native Boston to become the first President of FOX Sports in Hollywood. Among his proudest moments is producing an exclusive Variety Show at Kennedy Center specifically for and honoring the 1980 U.S. Olympic team which because of President Carter’s boycott never got to compete in Russia. Just an inkling as to what is between the book’s covers.

• Language: English
• Publisher: Sheldon Saltman
• Release date: Jul 20, 2017
• ISBN: 9781370025725

Sheldon Saltman

Sheldon Saltman is a well-known developer/producer of events of all kinds throughout the world, having worked in 52 countries. He has received many accolades as creator of television productions, lecturer and visiting professor. He went from announcing high school sports events to become the first President of Fox Sports. He has received many awards and sits on many philanthropic boards. Among the venues he has produced in is the Kennedy Center. He is a published author and nationally syndicated columnist.

Book preview

FYI

As I write this book, I am currently in my 80’s. However, when you read of my adventures, I feel quite sure you will come away with one of three impressions.

1) He can’t be 85.This man has to be at least 120 years old to have done what he claims,

2) He is one of the great Bullshit Artists of all time,

3) Maybe a little bit of both!

Anyway please read, enjoy and decide for yourself.

Shelly (aka: Zelig, or Forest Gump, or… sometimes as my grandchildren call me Big Fish)

Prologue

The word I is truly a word that is definitively not a constant part of my vocabulary. It is braggadocios and for the most part unnecessary. However, in this case in order for me to describe many of the experiences, I must be used to be effective. We is the proper word that should be used. Since everything that has been done successfully as well as unsuccessfully throughout my life has been with other people. In other words, it has always been a team effort. So please keep this in mind as you read.

Thanks for picking up my book to read. It is a book that I hesitated writing for a long time. However, at the insistence of my better half, Susan, as well as my children and grandchildren, I have started penning my thoughts and recollections.

This is truly not an ego trip. It is in fact, a catharsis! As I wrote it, it allowed me to stroll down my own memory lane. You are welcome to join me on this walk.

If no one were to buy it, I would still be happy. At least, I will have told my progeny what their father and grandfather (one-in-the-same… me) did during the working years of his career.

At least, read the book and come to your own conclusions. Wait a minute, don’t just read it, buy it!

By the way, you will note that my book is not in chronological order. Rather it is a stream of consciousness. Which is how I think and speak. I need you to be patient with me. I remember times, places and people - however, my shortcoming is that I do not always remember dates.

Before you start reading, I want to call attention and say thanks to two of my dearest friends…… Earle Wolfe, who remains my friend since childhood and the late Jim Buckley who was my friend through childhood, college and until he passed away he was my beloved attorney.

Chapter One

Chapter 1… My work

I have always been behind the scenes throughout my career. During the 1960’s and through much of the ‘80’s, I walked and worked with giants. My work took me all over the world. My career was varied.

I successfully did Public Relations, Promotion and also created major events for celebrities, sports figures, the entertainment industry, professional teams, world sports federations, corporations and nations. I started, organized and ran companies, leagues, teams and competitions. .

I worked and walked with kings, queens, criminals and dictators as well as many luminaries of the times. I was in on the beginning of the Cellular Industry and literally was one of two men who started the Home Video Industry.

In the book, you will read about my involvement with the likes of Muhammad Ali, Billie Jean King, Evel Knievel, Andy Williams, Peter Nero, Henry Mancini, Chuck Norris, Tip O’Neal, Boris Yeltzin and many more who have been part of my passing parade.

You will learn how I created the first illuminated signs on the top of vehicles. Also, how I once helped to immunize the 800,000 residents of Cuyahoga County (Cleveland, Ohio) against Polio… and later, how I was to meet Dr. Jonas Salk and helped to create ways to help infuse money for his research.

I will also talk about my adventures with Joe Louis and Sugar Ray Robinson… two of boxing’s greatest warriors, as well as my friend NFL Hall of Famer John Mackey.

I will take you on a trip to Monte Carlo where on a few occasions I was the guest of Princess Grace and Prince Rainier… Those were special times.

You will learn why Evel Knievel tried to kill me and the truth behind many of Muhammad Ali’s fights including the Thrilla in Manila; Tokyo against the great Japanese Wrestler Antonio Inoki; as well as Ali's last fight against Trevor Berbick.

You will learn how I was able to convince the Olympic Committee to allow women to run an official Olympic marathon for the first time. You also will see how I created a Kennedy Center event saluting our 1980 Olympic Team and my role in the 1984 Los Angeles Olympics.

You will join me on a precarious journey behind the Iron Curtain to bring Nadia Comaneci to the United States. I will take you on an adventure when I was a Sports Director of Armed Forces Radio in Japan while serving in the Army. During the time I was with AFRS,( Armed Forces Radio Service)… there was no TV at that time. I did the lone interview with the only American General ever captured by an enemy. It took place at the 38th Parallel in Korea.

You will walk with me when I first introduced the irrepressible Don King to the fight game at the very start of his career fresh out of the Ohio State Penitentiary.

Along the way, you will meet many of the characters I worked with as I steal a page out of the great Damon Runyon’s work and bring in my own cast of unusual individuals. However, unlike Skye Masterson, The Lemondrop Kid and Sorrowful Jones who were based on real people, I shall introduce you to my real people. They indeed will rival any that the Great Damon wrote about.

You will see how I had to interface with the Mafia in Russia, the Yakuza in Japan and just plain old thugs in the U.S. You will go with Clair Higgins and myself while we cool our heels in a Bahamian jail, or attempt to put together an Outrigger Canoe Race in Tahiti for the French Government.

The preceding is just a smattering of what is between the covers of this book. I hope you are interested and will read further.

Chapter Two

Chapter 2… My work Philosophy

As you get into this chapter, you will understand as I said before, I write in what is known as stream of consciousness. In other words, I write the way I talk. One of the criticisms of me over the years is that suppose you and I could be talking on a specific subject and suddenly I will shift gears and talk about something else. I have a terrible habit of interrupting.

On many occasions, I know for sure, I have been thought to be rude. Let me clarify, I have never intentionally been rude. What does happen, however, is a word, or a phrase that may have been uttered, triggers my mind to skip to something else. I know, with a person like me, it is sometimes hard to follow, shift gears, or simply just to track with me.

That’s why this book is far from being in chronological order. Since as I write, a sentence, or a phrase might start my mind racing elsewhere. This, I promise you, if you stay with me, you will be rewarded by being part of a wonderful trip… my life! As I look back at it, I also find it hard to realize that I have been lucky enough to do so many things in so many different areas of work.

On occasion, I have told people, it was because I could never hold a steady job. Nothing could be further from the truth. The simple fact is, I was always looking for challenges and upward movement resulted. To illustrate my philosophy in both work and life, I often quote from a little book I once read in college.

It no doubt it is out of print, but if you see it on a bookshelf, or in a library, I urge you to take a moment to read it. Not only do I feel you will enjoy it, but there are many pearls of wisdom you can garner.

The book is called The Philosopher of Tammany Hall. It is the story of a man named George Washington Plunkett. At the turn of the century he ran the most powerful political machine in the United States… Tammany Hall. As such, he was the kingmaker in New York. Members of the City Counsel, the Mayor and Aldermen galore owed their jobs to Mr. Plunkett.

He even had a hand in helping to determine the outcome of Presidential elections. His statement, which I remember to this day, almost 70 years later, was I seen my opportunities and I took ‘em. That’s also the name of the book.

Let me give you an outlandish example. In order to do this, we must look at American History: In 1776, George Washington and his Continental Army could not prevent the British from occupying Manhattan. Washington’s troops escaped by rowing across the river to New Jersey.

In the 1920’s, travel to and from New Jersey and New York, to a great extent, was still by water. In 1927, the Holland Tunnel was opened under the Hudson River and it alleviated a great deal of the problem.

Plunkett, in the meantime, using his powerful influence over the Political incumbents on both sides of the river, lobbied for a means of connecting the two states above ground. As a result, a bridge to be named the Hudson River Bridge was commissioned to be constructed.

Plunkett was not done! He had quietly purchased land on both sides of the river. He then convinced both legislative bodies that was where the bridge should be built. They agreed and he sold them the land.

In October 1931, the bridge was opened. I was 2 months old. In his egocentric manner, he was able to get both government houses on each side of the river to rename the bridge, The George Washington Bridge.

Most people believe it is named for our first President. However, at the time, those in the know claimed Mr. Plunkett actually had it named for himself. It might be an old wives’ tale, but it is truly an indication of what my life has been like.

Today, it stands linking Fort Washington, New York to Fort Lee, New Jersey. Now don’t get me wrong! I don’t expect a bridge to ever be named after me… not even a sidewalk. I have simply used this anecdote to position the direction this book might take.

Chapter Three

Chapter 3… Evel Knievel tries to kill me

OMG! I think he’s dead!

That’s what I have been told might have been said by onlookers as I lay apparently lifeless, blood seeping out of both my arms. I had been attacked on the 20th Century Fox lot on a bright October day in 1978. It was in front of the studio commissary and it was high noon… only Gary Cooper was not there.

My assailant was not some unknown who was distraught at his circumstances in life. Instead, it was a man of international celebrity. It was Evel Knievel! At the time, he and Muhammad Ali were the two most recognized personages on earth. I had worked with both.

I was perplexed. I could not comprehend what had happened to me. After all, Knievel and I had always got along. I had been the worldwide promoter of his attempted jump of the Snake River Canyon. There, he would be riding a jet-propelled motorcycle. My job was to make a hero out of a bum and I did it well.

At the time, I was Executive Vice President and General Manager of the new 20th Century FOX Telecommunications Division

Knievel was bigger than life! Adults and children alike adored his apparently courageous and fearless life style. He was doing things on a motorcycle never before imagined. Riding a motorcycle, a large Harley, he would jump over all types of obstacles … shark infested pools, man-made objects such as the fountains at Las Vegas’ Caesar’s Palace and then the attempt at the Snake River Canyon.

He appeared fearless and men, women and children were vicariously iving through him. So big was he that Ideal Toys for five straight years had put out products emulating his Dearing-do. These toys were the best selling in the entire country making Knievel a millionaire many times over.

Today, what he did then, by comparison to the X-Games Competitors, seems comparatively tame. However, he was a man for the times. Whereas his vehicle was large and cumbersome, today’s Daredevils have lightweight, easy top handle vehicles. Today’s vehicles cut down on resistance making handling and control much easier.

It was a bright, warm October day. In fact, it was the day before the Holiest Day of my religion. I am Jewish! That day is called Yom Kippur. For us, it is the "Day of Atonement. In our allegiance to the Old Testament, this is the day we open up our hearts and ask to be forgiven for our sins of the previous year.

I had planned to leave the studio early that day since we had a great many members of our family coming to our house for supper. It is traditional that before Sunset on the day prior to Yom Kippur, we have a sumptuous feast with family and friends because the next day, we are required to fast.

Yom Kippur, in the Hebrew language, literally means Yom (day) and Kippur (of atonement).

As I walked back to my office from the commissary after enjoying a nice visit and lunch with my friend Bob Seizer who at the time wrote an extremely important Sports Column for the Hollywood Reporter, the only one of its kind… since the Entertainment Industry did not consider Sports part of their firmament.

I decided I wanted to go back to the commissary and try the revolutionary new machine that had just been put in. It made Yogurt. I said goodbye to Bob and headed back.

As I walked along the street who should be coming toward me… but Evel Knievel. I was glad to see him as my book Evel Knievel on Tour had just been published by Dell and not only had it received good reviews, but it was selling extremely well. I was anxious to talk to him, especially since he was my 50/50 partner in the book and his lawyers had approved every word, every comma and crossed every t prior to publication.

Instead, I was shocked as Knievel came at me swinging an aluminum baseball bat. As he did so, I tired to evade his wild-eyed swings with the bat, only to find I could not move. My arms were being held in a vice-like grip from behind. I was later to learn it was by two of Knievel’s friends.

Somehow, I was able to extricate my left arm from the grip and put it in front of me, so I could deflect the blows aimed at my head. If he had struck me in the head, without any question I would have been dead, or far worse be brain damaged for the rest of my life… a virtual vegetable!

Instead, I passed out and did not remember a thing until a day later when I woke up in the New Century hospital. It had taken hours of surgery to repair my shattered arm and wrist.

It was later that I learned that my friend Arvin Erickson had found me lying in my own blood in front of the commissary. Arvin, a strong young man, I was told, picked me up in his arms and carried me almost all the way to the studio infirmary until he was intercepted by an ambulance and EMT’s who took me directly to Los Angeles New Hospital located in close proximity to the FOX Studio.

The attack on me, or so I have been told, was witnessed by many passers-by and uninterested individuals. This is not unusual, since on a studio lot every available space is used many times for motion picture, or television scenes and, or rehearsals

After all, he was a famous celebrity who had been in a couple of movies and I was a known Executive/ Producer. Thus, it was not hard to imagine we might be rehearsing a scene. Seeing my bone protrude from my arm changed that impression.

I had lost considerable blood, but Orthopedic Surgeon Gene Harris and his associate Dr. Irv Gettleman did a marvelous job in repairing my arm.

It was my left arm and I am left-handed. One of my passions at the time was playing tennis.

Gene did such a good job that within six months I was back on the tennis Court and part of my Therapy was to hit with Dr. Harris who had become my friend.

Chapter Four

Chapter 4… Was I raped?

Being attacked in such a maniacal fashion is an unbelievable experience. It is incomprehensible!

You know, I have had plenty of time since 1978, years in fact, to consider what transpired and the possible reasons. During that time many things crossed my mind.

Among them: Why me? You cannot figure any logical reason why it should happen???

As the years go by, you reflect and come to a great many conclusions. I remember the emotions I went through immediately after the attack and for many months following.

First, it was the question that I mentioned before… Why me ? Then abject fear sets in. You believe that he is crazy and might be lurking behind every bush. Now, understand, I have always been a fairly strong individual, so fear to me at this time was truly an unusual emotion.

Then, you get angry! Although, you are basically a peaceful human being, you feel almost as if you could actually commit bodily harm on another human. Finally, you reach the point where you have come to grips with the situation. Even though it will remain with you for life.

At last, you reach an unexpected milestone. Almost an unbelievable one to relate. The emotion you feel, and I mean me, is pity. That’s right pity. You don’t feel pity for yourself, but pity for him. Until he attacked me, he was on top of the world. Young and healthy except for broken bones of which he had many.

I entitled this chapter, Was I raped?

To me, there are no more heinous crimes than female abuse, pedophilia, or rape… and I do not in any way wish to minimize the seriousness of such actions. In fact, they are without a doubt the most despicable known to Western Civilization with the exception of Murder.

I only ask that question since in my attack situation I can point to no other comparison. My question is one of empathy. I am not in anyway minimizing rape, but my body was ravaged, thus in writing I sought for a descriptive and comparative way to explain how I felt. I probably have failed, but you get the picture. I hope.

Today, I have 9 inches of steel in my arm holding together two bone fragments that have never reconnected.

So I ask, Was I raped?

Chapter Five

Chapter five… Once a liar always a liar!

As we left from Butler Aviation in Newark, New Jersey to begin touring the United States for the purpose of lauding the Snake River Canyon Jump and building audience demand, I was to come to know Knievel quite well.

The man I came to know was someone I would never have chosen as a friend. However, in Promotion, as in Politics, success and alliances for success bring about strange bedfellows.

For 30 days, 24/7, we were together visiting 60 plus cities with a press conference at every airport. We never left the Airport except to have dinner on occasion and sleep at a local hotel. Most of the time we slept in hotels located in, or on the Airport grounds.

My modus operanda was actually simple… land at a convenient airport; prior to landing, send out word to local and surrounding media outlets, use a convenient room at the airport as the central location and invite the media to come there. Each morning it was a Continental Breakfast. Each afternoon, a light lunch and rarely dinner at the airport, instead cocktails and aux d’oeurves

In such a way, I was able to saturate the media and consequently get exceptional coverage. Remember dear reader, at this time there was no Skype, there was no Face Talk, and computers were in their infancy. That meant that in order to get our message across and for me, the best way to achieve our goal was personal contact. Don’t get me wrong; we used every other means at our disposal as well.

Among other things that Knievel proved was that he was a Bigot. He proved this point, time after time. On the plane with me was Zelden Zeke Rose who was representing Ideal Toys Public Relations Interests. Zeke was an old friend of mine from when I lived on the Jersey Shore was not only as nice man and a good Publicist, but like myself, he was Jewish.

On more than one occasion, Evel would turn to me and say things like you guys are the only two Jews I have ever really liked. I cringed and would answer sarcastically; perhaps we are the only two you have ever known.

From the second day of the tour, I threatened to walk off. I was making good money, but this abuse was uncalled for and unnecessary. Bob Arum, my associate in the venture, reminded that if I quit and since I was controlling the marketing aspect, I would cause many others to lose their jobs.

That I couldn’t do!

Knievel was a true narcissist… Self-centered, selfish and a bully. He was in the true sense of the word a "Bully. He cared very little for anyone, but himself. At every press conference, among the things he would lie about was his dedication to abstinence. He would preach to the kids about not drinking. All the time, he was carrying a cane that had a diamond tipped gold head.

The cane was hollowed out. When he would screw off the head of the cane, there were three empty glass cigar vials, or containers. You remember, they looked like laboratory test tubes.

Each day upon arising, he would fill each of the tubes with his favorite drink, Wild Turkey Bourbon. By midday they had to be refilled.

He also took a great many pills. However, that is something he could not be truly blamed for. This reckless and courageous man had literally broken every bone in his body and many of them several times each. In order to control the pain he had no choice, but to constantly be swallowing Prescribed Pain Medications.

He was abusive! There were too many such instances of this behavior to detail in the thirty days we were on the rented Lear Jet.

But you know something I wasn’t any better. I had a task to accomplish. Although, I was never a Bully I realized I had a job to do. My job was to make a hero out of this bum! As a result, I had to lie and believe me as I went to sleep each night during the Tour, those lies weighed heavy on my head.

I have often wondered how did Political, or Government Administration spokespeople stay in their jobs for such long periods of time. Many times over, knowing they are lying.

Chapter Six

Chapter 6… Jim Watt

Jim Watt was an ace Cameraman assigned by the NBC TV Network to cover the Snake River Canyon Jump at

the edge of the Canyon. On a hot day about two weeks before the scheduled jump while lugging his extremely heavy camera attached to a cord (that’s what they were like in the early seventies with no miniaturization, or wireless), he innocently asked Knievel how the practice went that day.

Jim was standing on the third step of Evel’s trailer entrance when without warning Knievel whipped around and using his cane, intentionally struck Jim. Jim, small in stature, taken by surprise fell heavily to the ground with his face bleeding with the extra heavy camera falling directly on his chest.

Knievel statement was I’m tired of these F###ing broadcasters telling me what to do. Jim was covering the story with Jack Perkins, one of NBC’s first=line reporters and at the time a personal friend of mine. Jack turned to me and asked me why I couldn’t control my animal.

First off, he wasn’t my animal and secondly, he was a man with violent stormy episodes who had a twisted impression of what was right and wrong. I, like everyone else, was aghast. All I could do was to follow Evel into a trailer and remind him that TV was paying the bills and Jim was due an apology. I ducked as a flying missile missed my head. There was no apology forthcoming.

Joe Eszterhaus, Senior Editor at the time of Rolling Stone Magazine, covered the progress of the Snake River Jump from start to finish. On November 7, 1974, Joe wrote an 80-page article entitled King of the Goons which hit the nail on the head.

Eszterhaus later left Rolling Stone and went on to write 15 movies that grossed over a billion dollars as well more than fifteen well-received novels.

Another author and a very