Joe Malcewicz

Joe Malcewicz was a significant figure in the development of professional wrestling on the West Coast, particularly in the San Francisco territory. A former wrestler turned promoter, Malcewicz operated the San Francisco territory from the late 1930s until his death in 1962. His promotion helped establish San Francisco as one of the key wrestling cities in the United States, attracting top talent and consistently drawing large crowds to its events.

### **Early Career and Transition to Promoter**

- **Background and Wrestling Career:**

- Born in Utica, New York, in 1897, **Joe "Toots" Malcewicz** (sometimes spelled Malcevic or Malcewiz) began his wrestling career in the 1920s. As a wrestler, he was known for his technical skills and strength, often competing in the light heavyweight and heavyweight divisions. Throughout the 1920s and early 1930s, Malcewicz wrestled across the United States, building a reputation as a solid performer.

- **Transition to Promoter:**

- In the late 1930s, as his wrestling career wound down, Malcewicz transitioned into a promoter role. He moved to San Francisco, California, a city with a long history of wrestling but lacking a consistent promotional leader. He began promoting wrestling events under the banner of "Pacific Coast Athletic Corporation," which would later evolve into "Big Time Wrestling."

### **Establishing the San Francisco Territory (1935–1940s)**

- **Taking Over the San Francisco Wrestling Scene:**

- Malcewicz took control of the San Francisco territory in 1935, succeeding **Jack Ganson**, a promoter who had operated the city's wrestling scene in the 1920s and early 1930s. San Francisco had a long tradition of wrestling dating back to the early 20th century, but Malcewicz managed to bring a new level of stability and organization to the territory.

- Under Malcewicz's leadership, wrestling in San Francisco thrived, with events held at the Civic Auditorium and later the Cow Palace, both of which were capable of accommodating thousands of fans. Malcewicz promoted a mix of American and international talent, focusing on presenting a variety of wrestling styles to appeal to diverse audiences.

- **NWA Affiliation and San Francisco’s Role:**

- In 1949, Malcewicz joined the **National Wrestling Alliance (NWA)**, a coalition of promoters formed in 1948 to create a unified governing body for professional wrestling. This affiliation gave him access to the NWA World Heavyweight Champion, who could be booked to appear in San Francisco, a move that significantly boosted the territory's profile.

- As a member of the NWA, Malcewicz’s territory became known as "NWA San Francisco." He maintained a strong presence within the organization and played a significant role in booking the NWA World Heavyweight Champion for tours on the West Coast.

### **Golden Era of San Francisco Wrestling (1950s–1960s)**

- **Popularity and Key Figures:**

- During the 1950s, Malcewicz’s promotion enjoyed great popularity and success. San Francisco wrestling events regularly drew large crowds, often selling out the Civic Auditorium and later the Cow Palace. Top stars from across the country were regularly featured, including Lou Thesz, Ray Stevens, Pat Patterson, and Pepper Gomez.

- Malcewicz’s promotion had a distinctive mix of both American and international wrestlers. He frequently booked performers from Japan, Mexico, and Europe, which gave his cards a unique flavor compared to other territories in the United States.

- **"Big Time Wrestling" Television Show:**

- To further bolster the territory, Malcewicz launched a television show, "Big Time Wrestling," which aired on local stations. Television exposure significantly boosted the visibility of the San Francisco wrestling scene, attracting a broader audience and solidifying the territory’s status as a key market.

- The show featured a mix of taped matches, interviews, and local studio segments, all designed to build storylines and characters for the live events. The "Big Time Wrestling" show quickly became popular with local audiences, establishing a loyal fan base that filled arenas for live shows.

- **Cow Palace as a Key Venue:**

- The **Cow Palace** in Daly City, just outside of San Francisco, became the premier venue for wrestling in the territory. Malcewicz promoted major shows at the Cow Palace that often featured title matches, grudge bouts, and other marquee events. The venue's large capacity made it ideal for hosting high-profile wrestling cards, and it quickly became synonymous with professional wrestling in the area.

### **Challenges and Decline (1960s)**

- **Health Issues and Declining Influence:**

- By the early 1960s, Malcewicz’s health began to decline, and he found it increasingly difficult to maintain control over the territory. While still an NWA member, his involvement in day-to-day operations decreased, and he relied more on his trusted staff and allies to keep the business running.

- Several key figures, such as wrestler and promoter **Roy Shire**, began to emerge as potential successors in the territory. Shire, a former wrestler, and booking assistant, would eventually form his own promotion, leading to increased competition in the Bay Area.

- **Passing of Joe Malcewicz:**

- Joe Malcewicz passed away on April 20, 1962. His death marked the end of an era for San Francisco wrestling. Malcewicz had been the key figure in developing and sustaining the territory for nearly three decades, and his passing left a void in the local wrestling scene.

- Shortly after his death, Roy Shire stepped in to fill the gap left by Malcewicz, founding **Big Time Wrestling** in San Francisco in 1961. Shire’s new promotion quickly rose to prominence, effectively becoming the primary wrestling entity in the area.

### **Legacy of Joe Malcewicz**

- **Impact on San Francisco Wrestling:**

- Joe Malcewicz is remembered as a foundational figure in West Coast professional wrestling. His work as a promoter helped establish San Francisco as a major wrestling hub, drawing top talent and consistently large crowds throughout his tenure. The infrastructure and fan base he built laid the groundwork for Roy Shire's later success in the 1960s and beyond.

- **NWA Contributions:**

- As a member of the NWA, Malcewicz was influential in shaping the direction of professional wrestling in the post-World War II era. He brought the NWA World Heavyweight Champion to San Francisco on several occasions, helping to establish the city’s reputation as a major wrestling center. His promotion’s affiliation with the NWA ensured that top wrestlers were consistently featured on his cards.

- **Pioneering Television Wrestling:**

- Malcewicz’s early adoption of television broadcasting helped elevate professional wrestling’s profile in Northern California. By embracing television, he expanded his audience and helped create the modern formula for promoting wrestling via TV, a model that would be adopted by other promoters nationwide.

In summary, Joe Malcewicz's work as a promoter in San Francisco set the stage for the territory's prominence in the golden age of professional wrestling. His leadership helped establish a vibrant wrestling scene in the Bay Area that continued to thrive even after his passing, thanks to the foundation he built during his years in the business.