When Georgia Frontiere owned the Rams in Los Angeles and St. Louis, she believed in helping to care for the whole player well before such holistic attention was in vogue. She employed yoga instructors and financial advisors, nutritionists and psychiatrists. And her dream, before her death in 2008, was to build a retirement home for former players. A former actress, Frontiere wanted to model the home after homes headquartered in the Los Angeles and New York City areas for those who worked in the entertainment industry.
Chip and Lucia Rosenbloom, children of Georgia Frontiere, launched the Georgia Frontiere/Rosenbloom Family Assistance Fund on Friday with an initial contribution in the millions. The aim of the fund is to provide financial support to Hall of Fame inductees and their families during times of hardship. The Pro Football Hall of Fame will manage the fund, using it to attend to the primary needs of the inductees who are in need of assistance. In the past, the Hall of Fame operated a “dire needs fund” which covered costs such as housing, medical bills, and electricity. The Frontiere fund is expected to support these needs on a broader scale.
The Rosenblooms, who divested their shares in the Rams to Stan Kroenke following their mother’s death, are optimistic that the new fund is just the beginning. They aim to encourage others, such as current owners and players, to donate to support retired players. They also hope that the concept of the retirement home, which their mother mentioned in a letter found by Lucia while sorting through Georgia’s documents, will be embraced.
“In that letter, she talks about the dream of having something like the motion picture home for retired players,” Chip Rosenbloom said in an interview. “The thing that really presented itself to us was the idea that this is something that serves as an example. If we are able to do something like that, perhaps it can expand outwards to be for all players, a future home. That was really an inspiration, how could we help realize this dream we have and honor those who have spent their lives giving to this game.”
A generous fund is needed, especially for players from the 1960s and ’70s who did not have the benefit of large contracts, guaranteed money, benefits or endorsement deals that many players today enjoy. Frontiere and her late husband, Carroll Rosenbloom, from whom she inherited the Rams, discreetly supported former Rams players in need, similar to actions taken by other team owners. However, among some hall of famers, particularly the older ones, there is a more persistent need and a hesitancy to seek help.
Certain players lack a safety net, leading to the Hall of Fame receiving calls from their wives or widows seeking assistance with bill payments, as the ex-players and coaches often hesitate to ask for help themselves. The Hall of Fame has provided grants to cover housing and medical costs, as well as utility bills, among other expenses. Additionally, for Hall of Famers who are severely in need but resist accepting money or are incapable of traveling, arrangements have been made for them to sign memorabilia at home. The proceeds from the sold memorabilia are then given to them.
“Admitting you need help can be difficult if you’re among the top 371 in your field,” said Rich Desrosiers, the Chief Communications and Content Officer of the Hall of Fame. “However, it enables us to assist more individuals in more substantial ways.”
Desrosiers mentioned that the Hall will provide the grants depending on each individual case and has never refused a sensible appeal. There will also be chances for others to contribute to the fund. This includes a golf fundraiser event in Los Angeles next year and a “rounding up” scheme for fans. In this scheme, anyone making purchases at the Hall of Fame’s store can donate an additional amount.
Nonetheless, this solution caters to the most immediate requirements of Hall of Famers. The fund contributes to Frontiere’s legacy and her children hope it will be the starting point of initiatives to assist players who need it the most. They also hope it could potentially realize Frontiere’s vision for player care.
“Undoubtedly, if she had lived longer, she would have done something similar,” stated Lucia Rosenbloom.
Photos courtesy of Chip Rosenbloom.
