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I received a call from Conde Nast, the publisher, in the spring of 2003 about a specialized sponsorship they were doing on behalf of their client, Chrysler. It involved an eleven-city tour over the summer. Each event would last two days. Conde Nast sponsored the
GQ Cigar Lounge in a tent as part of the lifestyle experience during a private test-drive of select Chrysler cars. Chrysler wanted a cigar rolling demonstration in that tent. Callaway Golf, complete with a full golf simulator, video swing analysis, and food and wine, housed
the other lifestyle tents with presentations from wine experts.
contract for the other eight cities; Detroit, Chicago, Miami, Dallas,
Los Angeles, San Diego, Sacramento and San Francisco. This was
my opportunity to show the event industry how we could use cigars
as promotional items and make it fun and interesting.
Elaine developed Cigar College for our website, a Cigar 101
course for our clients. We used the materials from the course to hand
out to the event patrons, and the information, along with what we
learned from our rollers, as talking points with the guests at our
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cigar station. I adapted the information to include the play-by-play
call of the art of rolling and I taught all summer school long in that
GQ Cigar Lounge.
Joe teaching about the pressing process
On the right side of the photo you can see the stand with the
GQ magazines. Behind the stand is actually a leather couch where
upper left side you can see a mirror that was placed over the roller
so people in the back could still see as I explained the process.
with the wine guy. We did 300 cigars per market, which meant
presentations where I described the art of rolling.
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“It takes four months to grow tobacco,” I would begin. “And
Dominican Republic. Their growing season is from October through
February.” I would continue with the story about how the tobacco
is put into drying barns before the fermentation and aging process
as about thirty attendees listened carefully.
Not only had 98 percent of them not ever seen a cigar being
rolled, half of them were not even cigar smokers or interested in
becoming one. They were just fascinated with the art of rolling
and the concept of tobacco being handmade. Most people really
enjoyed learning about the history of cigars, a history extending
as far back as Christopher Columbus. The guests also learned that
tobacco itself went much further back, over 4,000 years back to the
from California and Jorge from Florida. Elaine accompanied me
University in Rochester, MI.
Joining this tent city was exciting. These events were produced
and Automotive marketing. Their site selection team coordinated
with their client, in this case DaimlerChrysler, to determine where
the Art of Driving would take place. The usual destination was
a very large parking lot that was not being used for its original
purpose that weekend such as the Rose Bowl in Pasadena, CA.
A week or so before each event, an army of about 30 young
people would arrive with the trucks that transported the tents
and all the necessary accoutrements to stage the event. While the
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assembly crews did their thing, other members of the team would
the Art of Driving to drive up attendance. Direct mail also helped.
When people arrived at the show they were greeted and given a
could also schedule a ride with an expert driver that would spin
and turn the car at relatively high speeds producing quite a thrill
ride. They could attend the scheduled demonstrations in the Food
& Wine tent and the Cigar Lounge. They could get their golf swing
analyzed or try for a hole-in-one in the golf simulator. There was
usually a kid’s camp and a few other activities such as information
about tires and sound systems.
Frank did the shows in San Francisco and Sacramento. I used
Jorge for most of the shows, but in San Diego and Los Angeles I
used a local roller. By this time, I was spoiled with the great cigar
making abilities of Frank and Jorge. After seeing all the rollers in
the Dominican Republic factories, plus the ones I had seen in the
USA, I decided that my clients needed the best rollers and that’s all
I was going to offer in the future.
I had enough experience to know the difference between the
really good cigar rollers and the ones who went through the motions.
There were those who had pride in their work and those who held
the belief that ‘these gringos don’t know anything about cigars,
anyway’ attitude. It was my face that I was presenting to clients.
I was determined to provide the best rollers with the best tobacco
as not just some novelty, but something meaningful for our client’s
guests.
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into my seminars. This young Cuban, whom I met as he deplaned at
the Savannah airport in 2001, had arrived at the Miami airport for the
a long saga that took the very frightened twenty-three year old from
United States of America.
they get caught short, they have to go back to the Communist regime,
which generally are not too thrilled that their citizens tried to escape
“paradise.” Their life was generally made unpleasant not only for them
but for their family, as well. But Jorge made it to the Miami airport.
to go to US Customs and announce his arrival. During the time in the
restroom, he destroyed his fake passport and other travel documents,
which were all in an alias name made-up by the underground.
ranking member of the Communist Party during the time of the
the community.
With his power base diminished beginning in 1992, he turned
to the black market sales of clothing, to the tourist industry, and to
managing a bakery. But a friend was to provide the opportunity of a
lifetime when a speedboat arrived and took Jorge, Sr. under the cover
a cousin in Miami. They each had come to the US during the Mariel
Boatlift of 1980.
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Jorge, Sr. immediately went to work in his cousin’s home
by making the right deals. Jorge, Sr. quickly proved his worth by
general manager of the crews. The company was very successful.
While Jorge, Jr. was very grateful to his father for bringing him
to the USA, he wanted to make it on his own. After about three
weeks of gorging on the plentitudes of American life, he got a job
in a cigar factory in Miami. This factory also had a store in Ft.
Lauderdale to which Jorge transferred, in spite of the fact that he
could not speak English.
While at the factory, he met a distributor who represented
Swisher’s new premium line of cigars. Jorge spent the second half
got to the 2000 RTDA that was held in San Antonio. It was during
the tour that he met Frank. Frank was also doing some work for
Swisher. I am very grateful for that meeting. Long ashes, baby.
Jorge learned to make cigars from his great grandmother,
Natividad, when he was eleven years old. This woman had worked
as a cigar maker for 65 years. Most of that time was spent at the
El Rey Del Mundo factory. But towards the tail end of her career
(1982 ~ 1985) she supplemented her pitiful monthly stipend from
the government (approximately $7.00) with sales of cigars to her
neighbors. She made those cigars in her home with black market
very good roller at a very young age.
he was eighteen years old, the elder cigar makers were amazed at the
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young man’s cigar making ability. After only one month, he passed
the test to become an apprentice. While he excelled at making
two-year tour of duty in the Cuban army either.
constant taunts of his superiors. Jorge told them that one day he
was going to get paid to travel and do whatever he wanted while
few weeks before his 21st birthday in 1997, full of intent to see his
boasting through.
factory. While he excelled at making cigars, he knew in his heart
cigars for the black market. Then it was back to another factory,
then the Romeo y Julieta factory, and back to the black market.
By mid-1999, Jorge had three cigar rollers working for him as
he expanded his black market business to the downtown area selling
earning in one day what it took his mother, a high-ranking member
of the local party and holder of two advanced degrees, a full month
supplement her income for her family. She was married with two
Jorge learned from a great cigar maker and trained under the
making heroes were the ones who have such passion for the leaf
that they can make the tobacco look like creations of art. There are
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some who can actually make full statues out of tobacco, like the
one in the picture of Robaina.
Statue made from
tobacco leaves
Jorge can make tobacco look
like baseball bats, hockey sticks,
golf clubs and many other shapes.
Jorge is a true artist who takes
great pride in his work. Every one
of his cigars draws great and burns
evenly. Not only that, but his work
conscientious and a quick learner.
After only seven years, he speaks
Ingrid, own a home with a pool. They
are large supporters of their families
when they come to the United States. They are fantastic people
who happen to be cigar makers. Long ashes, baby.
Jorge aboard the Forbes Highlander yacht with Lady Liberty in the
background. If his military bosses only knew. Jorge knows his dreams are
coming true. Long ashes, baby.
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My theory worked. The more than 2,000 guests we had in our
tent during the eight-city tour responded overwhelmingly to our
program. We were consistently picked as the most interesting tent
at the event during exit interviews. It was no wonder that they
invited us to come back for the 2004 tour. But Conde Nast wasn’t
the only one who noticed something special going on in our tent.
Elaine and I were huge fans – the TV show, back in the
late 1970’s and early 1980’s. When I saw the Art of Driving, the
Ranch in Parker, TX, I was very excited. But, it was not nearly the
same level excitement that I was to encounter after meeting Steve,
the marketing manager for DaimlerChrysler for the Southwest
If you are a businessperson, you understand that many
people tell you that they are going to do business with you while
in conversation with you. But for whatever reason, you never hear
from most of them again. Then, there are those few who actually
come through and do something. Then, there are those who deliver
in ways that you never dreamed of.
Steve was looking for something different to attract browsers
at the Chrysler exhibit for the State Fair of Texas. We talked and
I explained that I could adapt my seminar to create a unique
to perform thirteen times per weekend for four weekends straight
during Big Tex coming in September. Long ashes, baby.
I had occasion to mention to some folks that I was going to Big
Tex. They told me it was incredible and I would not believe the size
or the magnitude of this state fair. Right. I’m from Pennsylvania.
I know what state and local fairs look like. I’ve been to them. In
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the worst weather of the year with it. That was huge and lasted for
like a week.
at the sheer size and magnitude of this event on the grounds of the
Cotton Bowl in downtown Dallas. I encourage you to check out this
amazing state fair, at least on their website: . I
will tell you this, the State Fair of Texas lasts twenty-four straight
days and it is busy every day. Put it on your bucket list. It’s fun.
We found our way to the Luxury Showroom where Steve had
us set-up with a table, chair for Jorge, and a wastebasket. Rolling
prepared bunches and cutting them to six inches creates a lot of
trash. No microphone. I told them for thirty people, I think it’s
more intimate and I could speak loudly enough for even people
in the back to hear me. Little did I know how hard that was on
my voice, but I liked it. That’s how I handled it in the tent on the
tour.
There were about seven Chrysler models around us. It was a
big showroom. They carved out about 15 x 20 feet for our area. In
addition to our furniture, there were a few soft chairs and cocktail
tables on the 2-inch platform. There was enough room for thirty
people to form around our presentation area. Of course, they would
back up into the aisles, but that always happens at auto shows,
doesn’t it? Besides that was part of the draw. It’s the attitude of
‘look, lots of people over here listening to this guy. I need to check
that out, too.’
And check us out they did. In large numbers. Every seminar
was loaded. We distributed thirty cigars per seminar, 400 per
weekend or a total of 1,600 for the show. But to get the cigar, which
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I told them was worth $10 (I compare it to the AVO #2), they had
to listen to my story about tobacco and cigars AND they had to
give a ‘shout-out’ to the sponsor that was distributing the cigars,
Chrysler. I explained how I would hold up the cigar every now and
then during my presentation and that would be their clue to shout
the word, “Chrysler” as loudly as they could.
I told them that there would be four opportunities to show
appreciation to our sponsor. “I don’t expect you to give a $10 shout-
you give a $5.00 shout-out. Remember the cigars are worth $10.
The second time, you can give a $7.50 shout-out. The third time,
a $8.50 shout-out and on the very last one, the one just before I
distribute these beauties, you give a full $10 shout-out.”
I asked each group if they would agree to those conditions and
they would agree. The Chrysler Product Specialists that worked
the show all 24 days along with the Special Product Announcers
were constantly amazed as is everyone who ever witnessed the
presentation because the groups would not only agree but would
actually do it.
“It takes four months to grow tobacco,” I would begin just like
on the tour. I’d get into it a little and then say, “So after the growing,
drying, and fermenting, it’s aged another two to four years. That’s
what makes the tobacco so smooth. Just like our friends over at the
great car company…” and I’d hold up the cigar giving them the
signal to shout and I would catch them by surprise, so only half did
and they didn’t do it loudly.
So I would say, “Caught ya, didn’t I?” And they would laugh.
time?” And they’d nod. “So let’s do it. Just like our friends over at
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and then we would laugh. It was FUN. Long ashes, baby.
I would continue with the cigar lesson interrupted two more
times with larger shout-outs. If they did not shout loud enough, I
would kid them into doing it over more loudly the next time. And
they’d laugh again. I would build this into a crescendo for the last
shout-out. At the end of the story and I displayed the beautiful
cigar that Jorge had just made (he was actually rolling the entire
time of the seminar – they watched him and listened to me).
Joe describes the art of rolling at the State Fair of Texas
I would let them know that I was going to distribute the cigars
right after the last shout-out. I let them know that it really needed
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our appreciation for this great Tabaquero, Jorge.” And they would
applaud. “And remember what it took to make this super premium
cigar. Four months to grow the tobacco, two months to dry it in
the barns, seven-to-nine months to ferment it and then aging for
two-to-four years. Then, it is carefully blended and crafted by hand
by a true artisan like Jorge. It is truly worthy of its $10 price tag.
And it’s sponsored by the great car company…” And they’d shout,
turn their heads to see what the excitement was about as our crowd
applauded again.
I would also establish at the beginning of the seminar. It usually
amazed some how I remembered most everyone and who actually
I appreciate each one and remember it. I also usually remember
something special about that person. Remember, I love people.
it might keep someone their job. Well these guys did surveys, too.
Guess what they found? We helped improve people’s attitudes about
Chrysler because of our friendly and fun seminar. We also drove
some to the dealerships to purchase. They hired us back for three
more years, 2004, 2005 and 2006. That’s a total of 208 seminars to
an audience of over 6,000.
Most of those people were not even remotely interested in
to learn about the art of rolling and premium cigars. Of course,
the cigar smokers made a point to come to our presentations year
after year. We made some friends there, such as Tom, the building
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manager, and some of the workers at the food concessions who were
there every year.
While many of the product specialists for the cars changed
from year to year, some of them remained the same and we got
to know several of them, as well as the announcers. Of course, we
would make friends with the guys who cleaned the cars and just
about everybody else. Some of these same folks were on the summer
tours, too.
I did this show as often as I could. But there were times when
I had to be at a large Ginn event and could not make it. I taught
Elaine how to adapt the talk, which she also gave from time to time
on the summer tours. Of course, she has a different personality, but
she gets the same results, shouts and laughter from the attendees.
All three of our Tabaqueros have been there.
Elaine and Ingrid at the State Fair of Texas
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we did some dealer events, too. All in all, I would bet we introduced
over 10,000 people to the art of rolling and our version of Cigar 101
in the great state of Texas.
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The Art of Driving was expanded to twelve cities in 2004: Los
Angeles, San Francisco, Denver, Chicago, Indianapolis, Philadelphia,
Lounge was enlarged enough to accommodate two cigar rollers.
When making the presentation, Jorge sat on my right and Ingrid
or via the overhead mirrors.
Jorge met Ingrid in 2002 so I knew her right from the beginning.
She and her family, especially her mother and sister, are the source
of main support for many extended family and friends upon
their arrival in the United States from Cuba. Jorge jokingly but
proudly calls them the ‘Salvation Army’ for their family. They also
systematically send clothing, medicine and money to their relatives
in Cuba. Support from families in the US is the only way many
Cubans can have some sense of a decent life in the Communist
country.
Unlike Jorge, Ingrid, her mother and sister did not have to
escape from Cuba. In 1997, they were among the several thousand
who were granted visas and permitted to leave. The quota for these
legal deportees was determined by lottery. While the immigration
is under treaty, the Castro government frowns upon anyone who
applies for the lottery. The last several months before Ingrid’s
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family left, they all lost their jobs. They also could only take what
they could carry on the plane, which was very little. Of course,
they had very little to begin with by U.S. standards.
Also unlike Jorge’s family, Ingrid’s family was not political.
They did not belong to the party. They lived in the rural area
animals. Several members of her extended family were actors and
musicians. Elaine and I actually saw a movie at their house with
her grandfather as the star. It was really cool.
Ingrid’s dream as a young girl was to be a veterinarian because
concentration was in veterinary medicine. But after four years of
study, she was scheduled to go to work on a government farm 500
under-the-table payment to get this requirement waived like he had
done in the past. Ingrid refused to go and the government refused to
grant her a diploma in veterinary medicine.
factory where her apprenticeship as a cigar roller began. A year or
so later, after a family tragedy involving her younger brother, they
left for the United States. Ingrid was 20 years old when she arrived
in Miami and spoke no English. She worked for close to three years
was fun to see Jorge and Ingrid competing against each other in
that cigar lounge. Ingrid usually won.
In 2000, she went to work for an aunt who owned a small
but very busy insurance agency. Ingrid was a quick learner and
obtained her licensure. She also worked on her English and today
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year when Jorge’s business required her full-time assistance. They
make a great partnership.
Elaine and I can honestly say we went on their honeymoon
with them to Niagara Falls. Jorge and Ingrid were married in the
June. The couple decided to use the occasion to enjoy a honeymoon
Niagara Falls and decided to extend the visit and Elaine came with
us. After the show, we did see them once or twice, but they went
their way and we went ours. We all had a great time. Long ashes,
baby.
Another thrill for me on the 2004 Art of Driving tour was the
opportunity to show Ingrid and Jorge the great cities of the United
Stated. Jorge had been to several of them with us before and shared
his excitement with Ingrid when he got home. But now she could
see the view from the top of the Sears Building in Chicago with
her own eyes. She was amazed as we drove through Chinatown in
San Francisco. City after city, she would experience America and
its people. She learned, like Jorge, about the fortitude, diversity,
and occasional eccentricities of the American people. The crowds
at the shows would delight in the art and showed appreciation to
Ingrid and Jorge by their applause. In particular, they each made
many friends with our co-workers, the young people who built and
worked the tour. It was a lot of fun.
Ingrid worked very hard on her English and studied the history
of the United States. She passed the exam and recently became a
citizen of the United States of America. Jorge, her entire family
and of course, Elaine and I are very proud of her. We feel very
privileged to work with her and Jorge.
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Another one of those special meetings happened when the
tour arrived in Indianapolis in May 2004. After I discovered that
Indianapolis Raceway Park was not the same as the Indianapolis
Raceway, we arrived at our tent for what was to be one of those
‘red-letter’ days. We went about our business as usual with the
scheduled presentations. That is until Casey stopped by our event.
Casey was a vice president for BBDO Detroit, the ad agency
he served. Casey decided that he liked our show and asked me to
contact him to brainstorm how we could perform at his events. A
few months later, at Casey’s insistence, the Grand Rapids Chrysler
& Jeep Dealers hired us to perform at their auto show. That
association has lasted us to this day.
For the full summer tour in 2004, we did a total of 500 cigars
in each of the twelve markets. That’s another 6,000 folks who have
experienced the art of rolling and our version of Cigar 101. Again,
most of these people had no previous interest in cigars or tobacco.
But, they walked away from our seminars with new knowledge and
respect for the art of rolling premium cigars.
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In spite of seeing the great cities of our country, Jorge still
When Jorge and I arrived at the Gerald Ford Airport in Grand
Rapids, MI on January 26, 2005, we experienced one of the
coldest days of our lives. Remember, I grew up in Pennsylvania,
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experiencing more than my share of cold winters. The Grand River,
Michigan’s longest river, was frozen with large clumps of ice from
shore to shore. I had not seen anything like that since my boyhood
over a few times. What do you think Jorge thought?
The winter temperatures in Grand Rapids frequently drop
dangerously low so the city engineers built a series of walkways
through the buildings and parking garages so people do not have to
be exposed to the cold air too long. There is such a walkway between
the Marriott Courtyard where we stayed and DeVos Place the site
of the auto show. After a taxi ride from the airport and a quick
jaunt across the street to eat lunch, Jorge swore that he would not
leave the hotel/walkway/show spot until Monday morning when we
returned to the south and warmer temperatures.
We simply did our usual show with Jorge rolling continuously while
I presented the guests with the Chrysler and Jeep cigars. I shared
some information about the art of rolling and the cigars with several
interested parties and a good time was had by all.
The next day was when the real work began. That was when we
moved into the ‘shout for your cigar’ mode. I used the same formula
I developed for the State Fair of Texas for the ensuing four days
did when I asked them to shout ‘Chrysler’ and then ‘Jeep’? They
did it. And then they laughed. If they did not shout loud enough,
I’d make them do it again. They would shout louder and then they
would laugh again. It was crazy like the Texas fair. Long ashes,
baby.
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We’ve done that show for four straight years now. That’s another
2,000 folks to whom I have personally handed a cigar after they
listened to the cigar story, watched the art of rolling and of course,
shouted for my client.
Folks watch & listen for up to 30 minutes at the Grand Rapids Auto Show
By the way, Grand Rapids proved too cold for Jorge and he
asked not to be scheduled for that show in the future. Alex has done
the show with me since 2006. We became friends with Casey and
the leading dealer in the area, John. We attended the after party on
Wednesday night after the exhibit closed. We’ve also become friends
with John’s wife, two sons and many of his employees. Diana, the
special events coordinator is simply a joy to work with. They also
Springs, MI, which is very beautiful. Car dealers really like their
cigars, particularly when Cigartainment® is involved. Casey and
John even invited me to play golf with them at this year’s event.
Chris, the new car manager at John’s dealership was our fourth. We
had a great time. Long ashes, baby.
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Joe & Jorge with Steven (now Exec VP Chrysler Sales, NA)
and Casey of BBDO Detroit
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The 2005 summer tour for DaimlerChrysler was renamed
to coincide with the national advertising campaign
which showed drivers becoming inspired as they drove Chrysler cars.
There were nine stops including a large Block Party in Cleveland
with over 3,000 cigars for distribution.
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Joe, Elaine & Jorge with Lou of DaimlerChrylser and the big cigar they
made to mark our tent
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We’ve done other events for Chrysler and I am grateful for the
relationship. I appreciate that they have given me the opportunity
to travel the country to teach thousands of people about the art of
cigar rolling. They have allowed me to become a true ambassador
for the cigar industry. That is a position that I take very seriously
and joyfully share the knowledge I’ve gained during my seventeenyear
association with the industry and its fantastic people. It has
been an honor and a privilege. Long ashes, baby.
Foreward
We created the Jim Mora Count on Me Family Foundation in 2005 to help make a positive difference in children’s lives. Our focus is children in need, primarily in three target areas: children from low socio-economic backgrounds, mentally and/or physically challenged children, and children at risk. Founded in Atlanta and originally serving the Metro Atlanta area, now our Foundation has expanded to serve the Seattle area.
The Foundation is a grant-making public charity which holds annual fundraisers to support the grant process. In addition, we work with charities and children’s organizations to afford children the opportunity to realize their potential and dreams by working with the organizations that help to create more stability in their lives, supporting advocacy, and supporting channels that allow children to have a voice.
In addition to our Foundation, we are on the Board of Advisors at Eagle Ranch (Chestnut Mountain) and are very involved with our signature partner Special Olympics Georgia. Shannon serves on the Special Olympics Board of Directors and has a very special sister Whittney, who
has Down Syndrome. The Foundation is also very involved with Boys and Girls Clubs of Metro Atlanta,as we support the Jim Mora flag football league.
In 2004, as we prepared for our first Jim Mora - Pulte Homes Celebrity Golf Classic, we had two primary objectives. Number one was to raise as much money as possible for the Foundation and Special Olympics Georgia. Number two was to create a unique and memorable experience for all participants—an experience that would draw them back to our events for years to come. Through friends we had heard about a certain “cigar guy”Joe Sweigart and his company Cigartainment. In our ‘out of the box’ approach to the golf tournament, Cigartainment sounded like a perfect addition to the happenings of the golf event. Alan Rossum, a member of the Atlanta Falcons at the time had involved Joe in a golf event at Eastlake Country Club, Bobby Jones historic home course in Atlanta for Athletes Helping Youth, a charity to tackle youth obesity. Alan had raved about Joe, their very personable cigar roller, and what a unique experience it had been for the event participants.
Joe agreed to participate in our golf event, and from Shannon's first conversation with him, she knew they would get along fabulously. Not only do they share a keen and unique sense of humor, as well as boundless energy. As the planning of the golf event evolved, Shannon learned to
ask Joe, “Where are you now?” Joe’s Cigartainment took him all over the country, on the go, Cigartaining. Joe was very accommodating and easy to work with whether it was getting the Foundation logo placement on the cigar bands or working on the logistical requirement’s for the VIP Party at our home the night before the golf tournament, as space was a premium.
The VIP Party for the tournament sponsors was a success! Our home was located on the 17th tee of the TPC Sugarloaf course in Duluth Georgia, the site of the next day’s event—the Jim Mora Celebrity Golf Classic. Scores of celebrities joined our top sponsors in a fun-filledevening to kick off the tournament. Joe came with his son Steve - a quiet, confident, good-looking guy who is a teacher and, by chance, a football coach—and Alex the cigar roller who is amiable, charming and the best darn cigar roller you have ever seen.
Our guests loved them. They were the hit of the party! Joe’s warm personality and quick wit made each guest feel special, as he would explain the entire art of rolling a cigar while Alex carefully crafted each personalized cigar. Joe and Alex would graciously answer any questions.
It was so unique and fun for all the guests—not only the guys loved them, but also the ladies too. Joe was like another host for the event. As he presented our guests with the cigars Alex made, he would point out the Foundation logo, thank them for being there and encourage additional
financial support.
Joe’s level of involvement in our inaugural event far exceeded anything we could have expected. Not only did Joe donate all the Cigartainment services, including the cigars that night and for the golf tournament the next day, but he surprised us with an additional donation to the cause as
well! Along with Joe’s keen mind for the cigar business, he has an even bigger heart.
Since then, we’ve met his lovely wife, Elaine, and their other son, Mike. We have a kinship because they are family people like us. We are thrilled to have the Sweigarts as part of our team. They are a staple at all our events and have become dear friends for life.
—Jim & Shannon Mora
Introduction
"Hey, Cigar Guy," awoman calls across the security lanes at the Atlanta airport. “Where are you headed today?” She had seen me cigartaining at a party in Orlando a few weeks earlier and she
recognized me because of my hat. "Tonight I have a show at the Ritz-Carlton Half Moon Bay outside San Francisco,” I replied. “Afterwards, I’m driving down to Pebble Beach for shows in conjunction with the AT&T Golf Tournament for three days. Then, I’m taking the red-eye to Orlando for the grand opening of the Arnold Palmer & Tom Watson golf courses at Reunion Resort & Club. I leave the next day for a party at Pinehurst and then it’s home.”
A guy a few steps back on the escalator, who could not help but
overhear the itinerary blurted out, “I want to go with you.” I get that a lot, along with a very frequent comment from guests at our Cigartainment® stations all over the country that they want my job. You see, I get paid to go to parties in all these and other exotic destinations.
It is not just my pleasing personality that warrants these invitations. I bring the best Tabaqueros available for private functions with me and they make incredibly great cigars. I produce beautiful foil and embossed cigar labels with my client’s logo. As I present the cigars to the guests, I thank them for being at the function on behalf of my client. When a company hires me, they want their guests to be treated in a very special manner. One client has called me the "ultra opulence". He was not referring just to the fact that I am more expensive than any other cigar rolling company in the country. He was mainly referring to how my guests react to my unique form of face-to-face entertainment. People come up to me at events all over the United States and talk about their previous Cigartainment® experience with me. Usually, I remember them,
which freaks out my Tabaqueros. Jorge, my Cuban Tabaquero contractor, has finally stopped asking, "How do you remember that guy’s name?”
I am a people-person. I learned from my Irish Catholic mother and the Mercy Nuns at St. Patrick's Cathedral in Harrisburg, PA, that every person is special and should be treated that way. That is why Elaine, my devoted wife of more than 40 years, says this is the best job I have ever had. She knows how much I enjoy meeting new people and sharing whatever information I have, especially about, but not restricted to, cigars. Elaine also understands that my path to becoming a successful entrepreneur did not follow the straight and narrow course. My destination, though, was evident at a young age.
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I started my fist business when I was six years old in the 1950's shining shoes. My father bartended at a private club for working-class patrons in Harrisburg, Pennsylvania. My father wanted to look sharp for his customers, so he taught me how to shine shoes. Once I got good enough, which was only after about a couple of tries, he started paying me. When my parents were not working, they hung out at the local bar just down the street from our apartment. The men in those bars were perfect customers for my shoeshine business.
By age ten, I had moved into the newspaper delivery business. I worked seven days a week all year long. I did my own collecting, which usually brought in nice tips. I did that for two years before moving into the grocery store delivery boy business. At age 15, I had learned to be a short-order cook in a small grill. I worked there all through high school. For two summers, I worked at the Army Depot. One was in the sheet metal shop and the other was spent degreasing waxed 40mm barrels so they would be ready for shipment to Vietnam.
After Elaine and I married in 1967, I worked as a bill collector or a subsidiary of Chrysler that specialized in financing furniture and appliances. It was my first career-type job. We almost moved to Baltimore after three years with this group, but we decided against it at the last minute and stayed in Harrisburg.
By 1971, I was working "on paper" out of the union hall for the International Brotherhood of Ironworkers, Local 404. Eventually, I completed the two-year apprenticeship. I was an Ironworker for about four years having worked on cooling towers #3 & #4 at Three Mile Island, along with reactor #2. I tied rebar on the deck
of the George N. Wade Memorial Bridge and conveyor belts in the PPG Glass Factory in Mt. Holly Springs. One year I had 14 W-2's primarily because it only took a few days to complete our portion of the job.
The social and political currents of the 1970’s elevated my ambition, moving my career path away from organized labor and into local government. From my involvement with the local Democratic Party, I was hired as the Purchasing Agent for the Pennsylvania Historical and Museum Commission. I had served the party as Committeeman in my precinct, Ward Leader, and President of the county Young Democrats. I also ran for public office as a Democrat in 1973, 1975, and 1977. OK, so the Purchasng Agent job came from patronage. However, the people I served, the ones who ordered the goods and services it took to operate the 10 or 12 museums, and 40 or 50 historical sites across the commonwealth, believed that I was the best purchasing agent the commission ever had. I was responsive and took their requests seriously. Apparently my predecessors did not do that.
My political mentor, Larry, opened an insurance office with the A.L. Williams craze. He then switched agencies to Fireman's Fund(FF) and hired me. It was a great opportunity for me to give more
speeches than at anytime in my previous lifetime, politics included. Larry sold county governments (Human Resources Dept.) on a payroll-deducted employee self-funded retirement program offered by FF. That meant FF could schedule 45-minute presentations to ask the employees to enroll in the program, which was voluntary. I became the ‘go-to’ presenter, especially in Allegheny County, PA. I spent three months living in the Hyatt Hotel in downtown Pittsburgh. I was sad when that came to an end. Sweet gig.
In 1983, I met Wil, the religious guy. He was in the Full Gospel Leadership group and had a very interesting business. He would arrange the sale of large amounts of commodities, such as concrete or aluminum, and goods like vegetable oil that he would purchase in one country and sell to someone in another country, usually in Ivory Coast, Africa. He also had a merchant bank and was involved in taking companies public. Wil hired me to do public relations, and eventually hired Elaine as a sales assistant to one of the senior VPs. Wil entertained visitors from Africa, Paris, China, Pakistan and others usually with fancy dinners at the Hershey Hotel, New York, and once in Washington, DC. Elaine and I worked on the arrangements including elaborate gifts and limousines. It was quite a fun job, but it required many hours from both of us. When he told us in 1986 that he could not sustain his current staff, we were relieved to get the furlough.
We moved to Atlanta shortly after losing our jobs on a prospect from a friend of employment in a money-over-money leasing business. The company’s owner wanted to establish a presence in Atlanta and asked me to represent him. It sounded good on paper, but was not very practical with him working out of his rented home in Fairfax, VA and me in my three-bedroom apartment in Atlanta, Ga. Atlanta, thought, would work out just fine.
Our two boys, Steve and Michael, eased into their new schools and the normal activities of adolescence. Our daughter, Nikole, was away maneuvering through her sophomore year of college in
Washington, DC. We joined a parish church, staffed by Dominican priests, which was our first and only experience with "order" priests. They were great.
I was hired in my first full-time professional sales job with GTE Directories selling ads, via telephone, in small yellow pages throughout the southeast in very small markets. The markets proved too small for my burgeoning sales talents and I moved to BellSouth yellow pages after a year to sell to the Atlanta market.
In the meantime, Elaine moved into professional sales with stints at 333-Info and WD-40. She received multiple company awards for her sales numbers. In January 1991, she landed a job
as a territory rep for General Cigar selling their mass-market cigars to local grocery and convenience stores. She covered Georgia and Tennessee in her company car. True to his word, her boss promoted her in 1993 to Premium Cigar Specialist, calling on cigar shops in
GA, AL, TN, NC, and SC.
She was the first female to to hold such a prominent position with a major tobacco company. With top selling Macanudo and Partagas cigars, General Cigar was one of the biggest companies
in the industry. To build good will with the local tobacconists, Elaine would sponsor cigars at high profile events, hosted by the local tobacco store, such as dinners at a local clubs or 5-star hotels.
It proved to be a very successful promotion and it earned Elaine the President's Award for Excellence at General Cigar, the first ever won by a salesperson.
It was Elaine’s job with General Cigar that would ultimately spark my interest in connecting cigars with entertainment and marketing. She would often take me along as her assistant to the events. It was a difficult job. I would help by placing lighters and cutters at each place setting, and other demanding chores
as required. Throughout the event, I was expected to smoke the exquisite cigars, drink the fine wines, and eat food prepared by top chefs. Can you imagine?
So, by 1995, I found myself contrasting the people and lifestyle in the cigar industry with those in the yellow page industry. I had recently graduated from college at the tender age of 47, with a degree in Applied Behavioral Science, specializing in business psychology. I especially related to the principles of W. Edwards
Deming and Jim Rohn. I was motivated again, like I had been in my youthful days of entrepreneurship shining shoes and delivering newspapers. This time around, though, I had a business education as my support, and thirty years of insight from the school of hard knocks as my foundation.
I knew it was time for me to start making my move into entrepreneurship after the Retail Tobacco Dealers of America (RTDA) Show in Orlando in August 1995 that I attended with Elaine. I had planned to hang out, play some golf, smoke some nice stogies, eat at incredible restaurants, and participate in the Partagas 150 Party General Cigar held at Universal Studios, taking full advantage of the amenities provided by Elaine’s company. It rained the entire weekend. I ended up walking the tradeshow floor for two full days with a new friend. Cindy was a friend of an associate’s of Elaine’s and she was a marketing guru. She helped
me develop the bottom line concept for my new business – private label cigars.
Upon my return to Atlanta, I found a company that was making cigar labels in Coral Springs, FL. The minimum order was 1,000, and it took three to four weeks to receive the hot-stamped labels. It was even more difficult to find a manufacturer who would sell me small quantities of premium cigars. We had hit the cigar boom of the 1990’s. Almost every manufacturer was selling all they could make and were only taking serious, large new orders.
The last week of January 1996, I appeared at El Sol Cigars in Tampa, Florida, to take delivery of the order I had placed with Bob Saitta, the owner. During the next year and a half or so, I received the majority of cigars for my new company from Bob. I encourage you to visit El Sol, which is th eoldest cigar shop in Ybor City.
I drove those cigars over to the Orlando Convention Center and in the parking garage; I placed the red labels with the gold imprint of "Your Logo Here" on them. I put them in my brief case and headed into the PGA Merchandise Show. I was immediately blown away by the shear size of the show. I did not have the slightest idea of what to do as I passed by exhibit after exhibit, but I knew that private label cigars belonged in the golf industry. I was happy just being there.
My new business idea was validated when I came across a small exhibit with a 10-foot table in a remote portion of the show displaying a cigar program. Our business needs matched, and Private Label Cigars was born. Today, that exhibitor, Specialty Cigars, Mary Schell, President, is the largest purveyor of cigars in
the golf industry. We still do business together, 12 years later.
A few months later, I had my first private label client. Elaine met Tony as he was preparing to open his first restaurant in Atlanta, Fratelli di Napoli in Buckhead. Together, they produced a woman's cigar smoker event. i sold Tony on a "House Cigar", and Private Label Premium Cigar Co. was off and running. Well, maybe crawling. I was still working at the yellow pages full time. But I was pursing my dream of entrepreneurship within a great industry.
Little did I know at that time, the decision to launch our cigar business would take me to wonderful destinations, provide events to mingle with fantastic people, make me an ambassador for the cigar industry, and become a leading proponent of the philosophy of Long Ashes, Baby.
I hope you enjoy reading about my journey. If you do, let me know. I’d love to hear from you. Until then, I wish you…long ashes, baby.
-Joe the Cigartainer
And the Oscar goes to...
Dancing with Kevin
The first time I saw Kevin at an event was at the celebrity party the night before the BMW Charity Pro-Am in Greenville, SC in May 2003. I was there cigartaining guests on behalf of IMI Living, one of the sponsors. He was there with his then girlfriend and now wife, Christine. There were several other celebrities there, too, which amazed me considering I always thought of celebrity golfers as being at Pebble Beach, not in Greenville, S.C. Of course, Kevin caught my eye because of his status as an ‘A-Lister,’ and after all, he did win two Academy Awards for "Dances With Wolves". He was also on the cover of the December 2000 Cigar Aficiando.
While he was doing celebrity “stuff ” inside the event tent, Christine sat with the entourage outside near our Cigartainment® station. I hoped that he would come by and I would get to meet him, but that did not happen. After a short time, she joined him as they went inside the building to a VIP party. We were not invited.
At the IMI Living party at Pebble Beach in February 2004, I saw him again, but he passed by our table and I did not get a chance to talk to him. I could not attend the BMW party in May of that year so Elaine went to cigartain the guests. She recorded some video, but it was long range and did not come out too well.
In the fall of 2004, I met Tim, Kevin's close friend from childhood, at the IMI Lowcountry Boil in Beaufort, SC. Tim was a cigar aficianado and took great delight in helping me teach young professional golfers about the leaf, particularly how to enjoy it. We hit if off immediately. I told him that I would like to get a picture with Kevin and he said he would help me.
Three months later at the IMI Living Hospitality at Pebble Beach, I looked for Tim, but did not see him anytime during the four days I was there. I did see Kevin, though. This tim he came close to our station as he was leaving one day. I pounced as he walked by.
"Kevin," I yelled out, "how about a cigar?"
"I don't smoke cigars," he replied.
"But you were on the cover of Cigar Aficianado (CA)," I retorted. He explained that he told the people at CA that he did not smoke cigars but they didn’t care. They wanted him on the cover. He kept walking with his entourage. Opportunity missed.
At the Lowcountry Boil that fall, I told Tim what happened and he promised that he would make the picture happen eventually. Jorge and I did not work at the BMW party in the spring of 2005. We had another event on the coast of South Carolina the night before, but I arranged an invitation to the BMW party for the two of us.
It was a little strange for us to be the guests, but I was on a mission. I stationed us near the entrance to the VIP area so I would not miss Tim. While we were hanging out, John, a VP with Ginn Resorts, came over and wetalked. He was a big fan of Jorge because he admired Jorge’s story of escape from Cuba.
We finished our conversation but a little later, John called out, "Hey Jorge, do you want to meet the vice president?" I spotted John talking with former VP Dan Quayle and I quickly joined him.
After quick introductions, Mr. Quayle said, “Viva Cuba.”
Jorge corrected him, “Viva Cuba libre,” which means long live free Cuba. Mr. Quayle agreed and John’s wife took the picture.
There were several celebrities at this event. However, I asked Jorge not to solicit any gratuitous pictures. Jorge has asked me take pictures of him with famous people (allegedly [I didn’t recognize them]) we encounter. I, on the other hand, prefer not to be a solicitous picture and autograph-grabbing fan. I know that may seem contradictory with this story, but hear me out. The picture with the Vice President didn’t fall into the gratuitous category because we were introduced to him. I thought that was pretty cool, and it is the number one photo on my website.
I finally saw Tim, and true to his word, he got us into the VIP area. Once upstairs, he waited for just the right moment and introduced me to his good friend, Kevin Costner. Kevin was gracious, signed my CA magazine and posed for the picture. My quest for this photo was over. Long ashes, baby.
Jorge and I stayed in the VIP lounge, but became separated while I was talking with some folks I knew from IMI. Later, Jorge called me over to an area where Cheech Marin was sitting with some friends. He interrupted them and asked for a photo in Spanish to which Cheech agreed. Gratuitous? Yes, but I still think it was pretty cool to have it. It is the only gratuitous picture in my collection.
Because of my friendship with Tim, my Kevin Costner story continued. I kept in touch with Tim during the year and sent him some smokes from time to time. At the 2006 IMI party at Pebble Beach, Kevin and his band, Modern West, performed. They rocked the house and the party was the talk of everyone on the golf course the next day. Huey Lewis, Michael Bolton, and many other celebs and pro golfers totally enjoyed the concert, as well. Tim took me backstage when the concert was over to reintroduce
me to Kevin and his band members. It was really cool. In 2007, Blair, one of the band members emailed me the logo and I did some Modern West cigars. Even though Kevin does not indulge, several of his band members do enjoy long ashes, baby, so the saga continues.
Radio
shopping. The restaurants are not crowded so we can eat where we want, when we want.
It has worked out so well that we invited our best friends and neighbors, Bob and Shirley, to join us in December 2002. Bob was my golfing partner and Shirley loves shopping with Elaine. The four of us, together, love to eat and the wine flows rather liberally when we are together. We have enjoyed many long ash moments together at their house or ours. We’ve vacationed together and our kids, who are grown and parents themselves, are friends. Shirley’s son, Jeff,
and our son, Mike, graduated from high school together. We were set with our December vacation plans when I received a call to book a Cigartainment® job. The job was for a movie wrap party, which coincided with the first day of our vacation. The movie was Radio, starring Cuba Gooding, Jr., Ed Harris, and Debra Winger. I had not worked a movie wrap, and saw this as an opportunity. But, it was the first day of our vacation. Ah! There was a silver lining. The production company shot the film in Walterboro, S.C. and the party was just off Exit 53 of I95. That was just 45 miles north of where we would get off I95 to go to Hilton Head. I bought the plane ticket for Jorge, and confirmed that we would be there.
Shirley rode with Elaine and headed directly to our condo. Bob accompanied me as we picked up Jorge at the Savannah airport and headed to the party. It was held in a small tent city built exclusively for the event on a small airfiled. Once inside, we lost our pespective that the event was inside a tent. The buffet stations and bars were in place. A stage was in the center with audiovisual equipment, so they could show film clips later in the evening. It is amazing what event planners and caterers can do these days. Everyone was nice to us as
we set up.
Once the party started, our station became increasingly busy, as usual. I did not recognize the actors who came to get their cigar, but some told me that this one or that had been in other movies. I would have recognized Ed Harris and Debra Winger, but I didn't see them. The Executive Producer was a cigar aficionado and responsible for us being there. He enjoyed the smokes.
I saw Cuba in the crowd. He was talking with a variety of folks and being very friendly. I approached Cuba and asked him to stop by the Cigartainment® station. He said that his wife did not want him to smoke cigars, so he declined. I was disappointed, but resolved to continue in my role as Cigartainer. Jorge, however, was not to be denied. Jorge took a break from our station, and found Cuba in the crowd. He had his picture taken with Cuba. Jorge was proud to
show me upon his return to our table, and admittedly, I was jealous.
Later, Cuba was mingling near our table and I approached him
again.
“Cuba,” I pleaded, “at least come over and take a picture with
the cigar guy.”
“Ah, what the hell,” he replied and joined me at the table. I
cut and lit his cigar and then mine. I thanked him, congratulated
him on his fabulous career, and we enjoyed a few long ashes. My
friend, Bob, took the picture. We dropped Jorge off at the hotel
by the Savannah airport and joined the ladies at the condo for our
vacation.
Smokey and the...
His lifetime collection of awards and personal gifts from his friends is on display at the Burt Reynolds and Friends Museum in Jupiter, FL. The collection includes the #1 Box Office Star Award for five consecutive years, a record unmatched in Hollywood, an Emmy Award, nine People's Choice Awards, New York Film Critics Award, John Housman Award and many others.
It is no wonder that back in the 1990’s when several celebrities were approached to introduce signature cigars, he was one of them. Tabaccalera Don Rafael signed the deal with Burt. The factory owner was Enzo. It was the same factory that I used for the initial version of our Millennium Cigars. The introduction of the Burt Reynolds cigar line, and, I guess, the debut party for our Millennium cigar was a trade show in Las Vegas in April 1998. Enzo had a 20x20 exhibit that included both cigars, along with others they were producing. One of those other cigars was the Classico de Continental, which was owned by Jerry and Stuart. Mike and I were also exhibiting separately in a 10x10. One afternoon, Burt was there in Enzo’s booth to sign autographs. The line was out the door.
My son, Steve, was in town with his college sweetheart, Jennifer. They had each recently graduated from college and were on a national driving tour to celebrate. During the trip, a couple of days earlier, they became engaged to be married, so they actually floated into Vegas. Steve stopped by the show. Because of our affiliation with Enzo, I was able to bring Steve in the back door to meet Burt. Enzo introduced me to Burt and told him that Millennium was my cigar line. Burt congratulated me and said he liked the packaging. I introduced him to Steve and it was like I wasn’t there anymore.
The two of them hit it off immediately. Burt had played football for Florida State University. He looked at Steve, who had football written all over him. Steve played football from the time he was in fourth grade on through high school graduation. He was not big enough to play Division I but he went to Auburn University anyway and never walked on.
Later that evening, Enzo hosted a party for Burt at Caesar’s Palace. The place was packed with aout five hundred people, most of them there to star gaze or get an autograph. I have never seen so many beautiful people in one place in my life. Burt was very gracious and accommodating to as many as possible.
Steve brought Jennifer with him to the party. She was impressed that Steve met Burt earlier and wanted to get her chance to meet him if she could. I became their crowd blocker and the three of us patiently nudged our way through the crowd, ending up in front of Burt. I reintroduced myself as the guy with Millennium and reminded him who Steve was. Of course, that was not necessary because Steve was his new best friend. I told Burt that Steve and Jennifer just got engaged and for the second time that day, it was as if I did not exist in the conversation.
Burt went into a huddle with the two of them and they spoke privately for about two minutes, which actually was a very long time. The huddle broke and Steve and Jennifer joined me as we made our way back through the crowd.
“What was he telling you?” I inquired.
Steve explained that Burt told them that one thing he learned from his two failed marriages was that communication was the key to a successful marriage. Burt encouraged them to constantly engage in talking with each other. He told them a few other things and sincerely wished them the best in their lives.
Wow! how cool was that? They floated into Vegas, met a super star, and got to spend one-on-two personal time with him, even getting marriage advice. They were very happy and so was I for them.
The party ended with Enzo, Jerry, Jerry's friend, harvey, who happened to be Burt’s roommate and teammate at FSU, Burt and I sitting around a piano at the end of the big party room. Jerry was playing and singing, quite well I might add. The four of us joined in on a few tunes. Here I was drinking and singing with Burt Reynolds at Caesar’s Palace in Vegas. Long ashes, baby.
BTW – Burt’s philanthropic work has won him numerous awards. In 1979, he created the Burt Reynolds Institute of Theater Training (BRITT), for young actors until it closed in 1997. The museum has begun to revive his efforts in creating educational opportunities for actors anf filmmakers. In 2003, he personally taught two master ating classes for seasoned actors. He has also developed an outreach program for disadvantaged young actors. Burt created a chair at Florida State University by donating generous endowments. He is another one of the good guys who gives a lot back.
Jet-setting in Hollywood
The event was on the Warner Brothers lot in Burbank, CA. Each one of the TV shows had a theme and Cigartainment® represented the show Supernatural. They ordered 500 cigars and two Cigartainment® stations, both of which were set-up in an alley off the main street. Elaine and I brought Jorge and Alex. I was skeptical about the location, but my concerns were relieved about thirty minutes into the party when guests arrived at our stations in large numbers.
We were so busy cigartaining that we did not have a chance to participate in the formal activities that took place on the main stage. Stephen Collins, Tyra Banks, Kelsey Grammer, Linda Blair, the stars from The Gilmore Girls, Reba, and the other shows were all in attendance. Of course, Jared Padaleck and Jensen Ackles, the two stars of Supernatural were not only there, but they also each spent a lot of time hanging out with us and enjoying the exquisite cigars with the CW logo on the bands. Both young men were very nice and friendly as they posed for pictures with us and the other guests.
The party was everything one migh expect from a Hollywood studio. The glitz and glamour was everywhere. I must say that I was surprised that so many in the crowd were into cigars. They were just as enthusiastic as any other group we encounter on the trail. Their questions were thoughtful and several of them noticed the difference between Cigartainment® and the standard cigar rollers they had experienced at previous events.
The event planner for Warner Bros. Special Events was kind enough to have a car waiting for us at the Los Angeles airport when we arrived. They also had a car take us back immediately following the party so we could catch the red eye back east. Jorge and I had another event the next night in New York. Elaine came with us, and Alex returned home. Here we were, jet-setting with Hollywood elite and flying from one coast to the other and back on the same day. Oh, the sacrifices we make to help people enjoy long ashes, baby.
Are you ready for some fooball?
True to her word, Shannon called me in the fall to make arrangements for us to go to a Falcons’ game. We settled on a Monday night game. I was able to bring Steve and my oldest son, Mike Sweigart. Mike became part owner of our company while working hard for us full-time for four years. He was responsible for developing our custom band program. Mike has always been a bit of a skeptic when I recount my meetings with celebrities. He spent five months after he stopped working full time with me to work with the group N’Sync on a nationwide tour, so he has met his share of celebrities. He also understands that the people around them are very protective, and the celebrities themselves do not make immediate friends with fans. So, when I told him that Steve and I had become friends with the Mora’s, the comment was met with his usual skepticism. He was slightly impressed when I told him that Shannon herself dropped the tickets and parking pass off at my house.
Upon our arrival at the Georgia Dome, we were directed to the Mora box. Shannon had not arrived yet because she was outside working another charitable cause with other coaches and player’s wives. When she did get to the box, we told her we would like to go down on the field. She gave us additional passes. All three of us were amazed to see the number of people that were on the sidelines. Not only were there local sportscasters with their camera crews, but we also saw Al Michaels of ESPN and other national sportscasters, too. There were several small groups representing charitable organizations, as well as friends and family of just about everybody in the Falcon’s organization. We were cautious as we crossed several of the lines drawn on the field because we did not know which lines we could cross with our passes. At one point, just about everyone was asked to leave the sidelines. It was very cool that our particular passes allowed us to stay. Mike’s skepticism was eased a bit as Brian Finneran, a wide receiver, came over and said hello. Also, a few of the coaches recognized ‘the cigar guy’ and his son, the coach. Arthur Blank, the owner of the Falcons, was there, and we had our picture taken with him. It really blew Mike’s mind when Coach Mora came over and called Steve and me by name. I introduced Mike and we wished the coach good luck. We watched the entire first half of the game from the sideline right beside the bench. What a fantastic experience to share with my two sons. What a long ashes moment and the Falcons won!
The next spring, we did the party and golf tournament again for the Mora’s foundation. The fundraiser was another tremendous success. One can attribute Jim’s position as head coach for a large portion of that success. However, ‘the icing on the cake’ if you will, is the personal warmth and generosity of Jim and Shannon. Their sincerity caused the corporate sponsors to send their top people and they tended to bring even more people. Jeff Foxworthy, the comedian and TV game show host, did a short performance and a great time was had by all.
The following fall, Mike and I were Shannon’s guests in their box for another Falcon’s game. Steve couldn’t make it. We did not do the sideline thing because we were all having such a great time in the box. Coach Mora’s mother, Connie, was there along with other family and close friends.
In the spring of 2007, the name of the event was changed to the ‘Super Seattle Send Off Benefit Bash.’ Of course, that was due to the fact that Jim lost the support of Arthur Blank and had been hired by the Seattle Seahawks. One would think that since the Moras were leaving Atlanta, they would abandon the Atlanta based foundation. After all, why would corporate sponsors still support someone who was fired and leaving town? But the Moras had made a point of building more than just a network of corporate sponsors. They built relationships. Rather than abandon the needy children in Atlanta, they simply extended their efforts to include the children of Seattle. Since leaving Atlanta, the Moras have returned to award another $40,000.00 to four Atlanta area charitable organizations, bringing their total to more than $380,000.00 to 21 groups over the past three years.
Jim and Shannon Mora are family folks who work and play hard. They have become even greater because of their commitment to help families and children in crises. In other words, they truly know how to enjoy long ashes, baby. If you don’t have a favorite charity right now, I suggest you could not do better than to become involved with these guys.
The Jim Mora Count On Me Family Foundation is committed to making a difference by giving back to the community by granting money, time and resources to organizations helping children in the states of Georgia and Washington.
Contact Info: The Jim Mora Count On Me Family Foundation
6555 Sugarloaf Parkway Suite 307 – PMB 245
Duluth, GA 30097
(404) 556-3833 Phone Number
(770) 237-0226 Fax Number
Main Contact: Terri Hickman Grunduski, Executive Director
Type: Grant-Making Public Charity
Vision: The Jim Mora Count On Me Family Foundation was created to support children in need, primarily in three target areas: children from low socio-economic backgrounds, mentally and physically-challenged children, and children at-risk. The Foundation affords children the opportunity to realize their potential and dreams by working with organizations helping to create more stability in their lives, supporting advocacy for children, and supporting channels that allow children to have a voice.
Whether You're 13 or 93
In the winter of 2005, Ginn Sports Entertainment arranged for Jorge and me to cigartain the members at the opening of the Arnold Palmer and Tom Watson golf courses at Reunion Resorts in Orlando. Reunion is part of the Ginn Resorts family, a major client of mine. As a preferred vendor, the event planner asked me to make a donation to Mr. Palmer and Mr. Watson’s favorite charity. In return, I got to meet them both, with a photo op. It was one of those win-win-win situations that I appreciate so much. Jorge and I won because they paid us to be there. I got the honor of meeting two of the great legends of golf. Reunion won because their members were happy. The Arnold Palmer Hospital for Children and the Children’s Mercy Hospital in Kansas City won because they received needed donations. To me, that is another definition of long ashes, baby.
The following spring, I had another one of those win-win-win opportunities with Ginn Reunion Resort. It was the inaugural Ginn Open, a LPGA event and the Ginn folks wanted to make a big splash in the golf industry. They even made a deal with CBS to air the Saturday and Sunday rounds. Now, anyone who’s ever been to a Ginn event knows that they know how to throw a party. The member’s tent was huge, and of course, included Cigartainment®. The golf industry raises a lot of money for charities. The benefit for that event was the Florida Children’s Hospital.
Again, as a preferred vendor, Reunion asked me to participate in one of the Pro-Ams, and I agreed. While I usually break 100, I’m not tournament material. I play golf to have fun, but, of course, I try to improve and have taken several lessons. I am a public course golfer and do not have a legitimate handicap. When asked, I tell people I’m a 22 or 24. I had never played with a professional, and was a bit nervous about the prospect.
The Pro-Am started very early in the morning. Remember, I go to parties for a living, and have never been a ‘morning’ person. So, of course, I did not get to the course early enough to hit practice balls. But, I was there early enough for the coffee and pastries. I sat down at the table with my amateur playing partners just as they were departing for the putting green. I was left alone.
I fully awoke, though, as I watched the event coordinator accompany a guest to the buffet, and then deposited the guest’s belongings at my table. The tall man gathered his plate and then joined me. He sat down, reached his long right arm across the table and extended his huge hand and introduced himself. “Julius” he said. No introduction was necessary. I knew exactly who he was, as would any sports fan in the world. No matter if your age is 13 or 93, everyone knows the basketball exploits of “Dr. J.” He was Michael Jordan before there was a Michael Jordan.
I actually had met him a few years earlier at the PGA Merchandise Show in Orlando. I had been there in support of Specialty Cigars who used us for their private label cigar clients. At the time, I thought it would be a once in a lifetime experience to talk to Dr. J. I had offered condolences on the loss of his son. Then, I thanked him for the many wonderful memories I experienced watching him as he performed unbelievable plays on the basketball court. I explained how I drove my family from Harrisburg to Philadelphia to see him play at the Spectrum. We usually went on promotion nights so our kids could get a ball or some other souvenir.
On one night, I recounted, I saw him go into the crowd on the defensive end to save a ball that he flipped to a teammate, who started to break towards the offensive end of the court. Dr. J got out of the crowd and became the trailer. He caught the pass at the foul line running full speed towards the basket and completed the play with one of his signature dunks. The place went wild.
“Joe,” I responded as I reached to shake his hand. He didn’t remember meeting me and I did not remind him. I simply made a little small talk about where he was living, and we discussed the fact that Muhammad Ali had recently sold his ‘name’ for promotional purposes for several millions of dollars. I suggested that he could do the same.
As we finished our breakfast, we both reached for our morning pills. We simultaneously pulled out a pillbox from The Vitamin Shoppe. I looked at his box. He looked at mine. And we both laughed. Here we were, just two old guys having breakfast, about to play a round of golf. Just so happened that one of us was one of the greatest athletes of all time. What a long ash moment.
I was on cloud nine as I joined my playing partners in the cart area. They thought it was cool that I had just had breakfast with Dr. J. I knew one of my tournament partners because he was a regular at our Cigartainment® station at Ginn events. Kent and his lovely wife, Judy, had become friends with Elaine and me. They had a house along one of the fairways that we later played. My other partner, Dave, was also member at Reunion. His wife, Pat, would join us as a spectator for a few holes as we passed their house on another fairway. Our pro was Dawn Coe-Jones, a Canadian fully exempt player, who had won three LPGA tournaments. She didn’t play a full schedule, preferring to stay home now in Tampa with her husband and twelve year old son. She could not have been a better match for us three old timers. We played a best-ball format.
I played to about a 30 that day. Kent played to about an 18 and Dave was the best of us at about a 12. He drove the ball better than Dawn on more than one hole. I did redeem myself a bit in my position as the #3 putter. We made six birdies, and I holed three of them. Long ashes, baby.
As we sat down in the Member’s Tent to enjoy some refreshments while we waited for the results, Pat, Dave’s wife, joined us. It came up that Dr. J played in the tournament and she got very excited. “My sons idolize him,” she told us.
I couldn’t help myself as I blurted out that I knew Dr. J. “Had breakfast with him this morning,” I said proudly. She called me on it by asking if I could help her get autographs for her sons. I said I would try, and she was off to retrieve three tournament programs. She was right beside me as I stalked him, waiting for the right moment to request an autograph.
Dr. J finally got up and Pat nudged me to block his exit. I reintroduced myself (felt it was necessary) and told him what I needed. Dr. J graciously signed all three books and we both thanked him profusely. I thought it was pretty cool because I was validated; but Pat, well she floated back to our table. Pat and Dave were delighted to have the autographed books for their sons. They came up to my Cigartainment® station a couple of times during the rest of the tournament. Pat always had a big smile for me. I was her new best friend.
I returned for the 2007 Ginn Open, and again played in the Pro-Am. On my registration form, I indicated that I would like to play in the group with Julius Erving. He did not end up playing that year, but Dave and Pat were back. She still had that big smile on her face every time she saw me. She told me that just in case I saw my friend Dr. J again, I should tell him that those three books were all framed and in the offices of her three sons, displayed proudly. I should tell him that they did not end up on eBay.
I don’t have a picture with Dr. J from our breakfast together at the Ginn tournament. However, the memory is embedded in my brain forever. Long ashes, baby. I do have a picture of our playing group in that first Ginn Open and that is pretty cool, too.
*****
Shortly before publication of this book, I learned from my son, Steve, that Julius was the owner of a golf course two miles from my house. Prior to this, I had scoured all the search engines and made inquires to a few people whom I hoped could help me locate an address for Julius so I could send a photo request. Well, to quote an ancient movie title, “Somebody Up There Likes Me.” I had located Julius Erving.
I decided to copy the first forty percent of my manuscript, complete with pictures and emphasized with yellow sticky notes, so he could see that I was serious, with several celebrities in the book already. It was a thick package, but it fit into a legal size envelope. I quickly delivered it to the Julius’ golf club. Tyler promised that it would be given to the courier and the rest would be up to Dr. J. That was all I could ask for. I was elated. Within a few days, I learned that Julius was expected at the golf course on the following Wednesday.
I called the club around 1PM that Wednesday and asked if Julius was on the course. I was told he was. I was very nervous as I got ready with my cigar shirt and hat. Elaine banded some ‘Julius Private Reserve’ cigars and I made a sheet describing the cigars for the package. I gathered my camera and I was off to hopefully get my Dr. J photo.
After talking with a few of the staff, I expected Julius and his group to come by the clubhouse in about an hour, so I waited very anxiously. The moment came as he approached with his guests in his golf cart. Another man, who seemed to know him, immediately greeted him. They exchanged pleasantries and Julius walked towards me.
“Good to see you again,” said Julius.
I was shocked, but began telling him who I was and what I was doing. I spoke very quickly because of my nerves. He said at least two times that he read my manuscript (thank you Tyler) and after I caught it the second time, I asked if he would take the picture.
He said, “Yes” and suggested that I ask Nachos to take it, which he did, snapping two pictures just to make sure it came out. Judge for yourself. LONG ASHES, BABY!
I have met so many warm and friendly people over the years. I am very grateful and humbled that several remember meeting me. I have always smiled when I have had my picture taken just because of the sheer experience of the moment. If you look closely, though, at the above photo, you will see the biggest smile I have ever had on my face. I find myself rather awed to imagine that this world class superstar would take the time to have his picture with me.
If you live in Atlanta or if you are visiting from out of town and want to play an enjoyable round of golf on a great daily fee course, rated by Golf Digest Magazine as one of the top ten best new courses in America when it opened in 1996, you can not do better than play at Julius’ Heritage Golf Club. For tee times call 770-493-4653. You can also check them out here: http://www.lastminutegolfer.com/Course/Course.asp?CourseID=60
The entire gang over there is service oriented. Chris, Tate, Tyler, Katie, Seth and my friend Nachos (who took the picture of Julius and me) will help make your day a very pleasant one.
