Circus for the masses, not the
classes, was the credo of
Allen J. Bloom, who marketed the
Ringling Bros. show.
(Family Photo)
classes, was the credo of
Allen J. Bloom, who marketed the
Ringling Bros. show.
(Family Photo)
| Allen J. Bloom |
By Joe Holley
Washington Post Staff Writer
Friday, February 1, 2008
Friday, February 1, 2008
Allen J. Bloom, who died Jan. 18 of lymphoma at his home in Bethesda, was a hard-bargaining,
cigar-chomping promoter of pomp, panache and spectacle. He began his career managing
early rock-and-rollers and later rebranded Ringling Bros. and Barnum & Bailey Circus as
wholesome family entertainment. He was 72. He was "larger than life in many ways," said
Rodney Huey, a friend and longtime colleague. He was an heir to the old-time circus advance
men who plastered small-town walls and shop windows with garish posters designed to
attract young gape-mouthed Toby Tylers to "the greatest show on earth." He brought circus
marketing and promotion into the modern age.
cigar-chomping promoter of pomp, panache and spectacle. He began his career managing
early rock-and-rollers and later rebranded Ringling Bros. and Barnum & Bailey Circus as
wholesome family entertainment. He was 72. He was "larger than life in many ways," said
Rodney Huey, a friend and longtime colleague. He was an heir to the old-time circus advance
men who plastered small-town walls and shop windows with garish posters designed to
attract young gape-mouthed Toby Tylers to "the greatest show on earth." He brought circus
marketing and promotion into the modern age.
Mr. Bloom, a top executive with Irvin Feld and Kenneth Feld Productions, the owner of Ringling
Bros. and other live entertainment attractions, lived high, in keeping with the stereotype of a
promoter. He appreciated fine wines, good cigars and haute cuisine. He also was a devoted
family man, and that's how he sold the circus -- as fun for the whole family.
Bros. and other live entertainment attractions, lived high, in keeping with the stereotype of a
promoter. He appreciated fine wines, good cigars and haute cuisine. He also was a devoted
family man, and that's how he sold the circus -- as fun for the whole family.
His promotional efforts included techniques now considered standard: multimillion-dollar direct marketing, branding, image-building
and cross-promotion. '"Circus for the masses, not the classes" was his credo.
and cross-promotion. '"Circus for the masses, not the classes" was his credo.
Huey recalled a 1993 meeting to discuss cultivating a new generation of circus fans. Mr. Bloom surprised his colleagues by proposing to
offer a free ticket to every child born in the United States that year.
offer a free ticket to every child born in the United States that year.
The marketing gimmick was a multipronged success. Not only did kids get to experience the circus, but they also were accompanied by
ticket- and souvenir-buying adults. That was vintage Allen Bloom, noted his son and business partner, Randy Bloom: " A hard business
result for a good-hearted reason."
ticket- and souvenir-buying adults. That was vintage Allen Bloom, noted his son and business partner, Randy Bloom: " A hard business
result for a good-hearted reason."
Long before he became a circus promoter, Allen Bloom and the Feld brothers of Washington were pioneers in putting together touring
musical acts. They promoted the early careers of such rock-and-roll legends as Bill Haley and His Comets, Buddy Holly, Frankie Lymon
and the Everly Brothers.
musical acts. They promoted the early careers of such rock-and-roll legends as Bill Haley and His Comets, Buddy Holly, Frankie Lymon
and the Everly Brothers.
Mr. Bloom was born in Los Angeles in the midst of the Depression. The family moved first to New York and then to the District, where Mr.
Bloom's father found a job at the Government Printing Office. The elder Bloom hated his job, Randy Bloom recalled. Allen Bloom
resolved never to do anything he didn't enjoy.
Bloom's father found a job at the Government Printing Office. The elder Bloom hated his job, Randy Bloom recalled. Allen Bloom
resolved never to do anything he didn't enjoy.
He was 11 when his part-time job of sweeping floors in a pharmacy determined the course of his life. The owners of the store were Israel
and Irvin Feld, who weathered the Depression selling snake oil from a card table they set up at Maryland and Pennsylvania carnivals. The
young pitchmen so impressed the manufacturer of the nostrum that the company advanced them money to open a drugstore on Seventh
Street NW.
and Irvin Feld, who weathered the Depression selling snake oil from a card table they set up at Maryland and Pennsylvania carnivals. The
young pitchmen so impressed the manufacturer of the nostrum that the company advanced them money to open a drugstore on Seventh
Street NW.
By the time young Mr. Bloom joined them shortly after World War II, the Felds had begun to realize that records were bigger sellers at their
store than pills and prescriptions. They opened Super Music City record stores and began producing records and live concerts.
store than pills and prescriptions. They opened Super Music City record stores and began producing records and live concerts.
Their young employee had a talent for marketing and for mixing with people, and soon he was on the road promoting rock-and-roll and
rhythm-and-blues acts in venues across the country. He managed to graduate from Coolidge High School -- "on a handshake," his rabbi
said at his memorial service. He was rarely in class but did take required tests when he happened to be in town.
rhythm-and-blues acts in venues across the country. He managed to graduate from Coolidge High School -- "on a handshake," his rabbi
said at his memorial service. He was rarely in class but did take required tests when he happened to be in town.
His real education was on the road -- accompanying mixed-race acts into small Southern towns, learning what worked and what didn't
with small-town radio stations and big-city newspapers, tracking down Fats Domino when he got homesick after weeks of one-night
stands and decamped to New Orleans.
with small-town radio stations and big-city newspapers, tracking down Fats Domino when he got homesick after weeks of one-night
stands and decamped to New Orleans.
His hard-earned experience also included the tragic: The plane crash that killed Holly, Ritchie Valens and J.P. Richardson (the Big
Bopper) was during a Feld Productions tour, advanced by Mr. Bloom. His foray into circus promotion came about when the sequins had
lost their sparkle and the growls of lions echoed to Big Top emptiness. The Feld brothers, who took over management of Ringling Bros.
in 1956 and bought the company a decade later, got the circus out of costly tent shows and into indoor arenas. Mr. Bloom took over the
marketing.
Bopper) was during a Feld Productions tour, advanced by Mr. Bloom. His foray into circus promotion came about when the sequins had
lost their sparkle and the growls of lions echoed to Big Top emptiness. The Feld brothers, who took over management of Ringling Bros.
in 1956 and bought the company a decade later, got the circus out of costly tent shows and into indoor arenas. Mr. Bloom took over the
marketing.
He knew how to take advantage of circumstance. Once during a railroad strike, he arranged for a procession of elephants to enter
Manhattan through the Lincoln Tunnel, each carrying in its mouth a giant "quarter" for the toll.
Manhattan through the Lincoln Tunnel, each carrying in its mouth a giant "quarter" for the toll.
He loved the circus's "living unicorn," a goat with a single horn on the top of its head. When the American Society for the Prevention of
Cruelty to Animals called for a boycott, saying the circus had surgically implanted the horn, Mr. Bloom described the "Living Unicorn"
as "one of the most delightful experiences offered to children of all ages."He denied any hint of cruelty.
Cruelty to Animals called for a boycott, saying the circus had surgically implanted the horn, Mr. Bloom described the "Living Unicorn"
as "one of the most delightful experiences offered to children of all ages."He denied any hint of cruelty.
"I swear it was the horn the animal was born with," recalled Huey, who noted that Mr. Bloom relished the controversy and attendant
publicity about the star attraction, which daily dined on rose petals.
publicity about the star attraction, which daily dined on rose petals.
In 1996, Mr. Bloom, citing "philosophical management differences," parted company with the only employer he ever had, the Feld family.
He and his son got involved in several endeavors, but none measured up to the greatest show on earth.
He and his son got involved in several endeavors, but none measured up to the greatest show on earth.
Survivors include his wife of 44 years, Susan Friedenberg Bloom of Bethesda; his son, of Gaithersburg, and three other children, Cary
Bloom of Gaithersburg, Carla Bloom of Bethesda and Candice Siegel of Potomac; his mother, Pearl Bloom of the District; a brother,
Seymour Bloom of Naperville, Ill.; two sisters, Marylin Schwartz of Chevy Chase and Arlene Weissman of Denver; and seven
grandchildren.
Bloom of Gaithersburg, Carla Bloom of Bethesda and Candice Siegel of Potomac; his mother, Pearl Bloom of the District; a brother,
Seymour Bloom of Naperville, Ill.; two sisters, Marylin Schwartz of Chevy Chase and Arlene Weissman of Denver; and seven
grandchildren.