Denise Dickerson
1973 Hopkins County Dairy Festival Queen

 

 

It Was "Watergate" and Inflation
Troubling The World When
1973 Dairy Festival Queen Was Named

by: Bobby McDonald

 

President Richard Nixon had placed a "ceiling" on beef, pork, and lamb prices amidst "meat boycotts" at some of the major supermarkets in the nation, as he gained the "ire" of local cattleman and ranchers. Grocery prices, like almost everything else in the nation, had seen inflation drive their prices upward. And, Nixon had other problems as the "Watergate" scandal was in full force, as Hopkins County paused for Dairy Festival Week in 1973.

At Quicky Food Store's Meat Market, ground beef was at 79 cents a pound and bacon was 89 cents a pound. Ham was at $1.69 cents a pound and pork sausage was $1.25 cents per pound. Round Steak  was $1.38 a pound and pork chops would cost you 95 cents per pound. However, Starkist tuna was only 39 cents a can and a ten count package of fish sticks was only 25 cents! What a deal!

Coke, Fresca, Tab, Sprite, and Dr. Pepper were introducing their new "screw top - resealable" bottles, that were 1 liter size, four for only 98 cents.

 

Denise Dickerson, accompanied by her father, Byron Dickerson, rides her 1973 Dairy Festival float
depicting the Father's Day holiday!

 

And, for those shopping for Dairy Festival or Easter, which was a couple of weeks before, Pratt's Federated had men's belts for only $3.97 cents and those fashionable "wide" ties, for just $1.97 each. Women's panty hose were only $1.39 cents a pair and men's stylish, "double-knit," plaid pants were only $14.00 a pair.

Of course, our young lady that would become Dairy Festival Queen was shopping at the Collegiate Shoppe and they had "slim-line" dresses for only $14.88 and a rack of choice shoes priced at only $5.00 per pair. Patterned, polyester pants suits were only $14.99!

Ron Lumus was the pharmacist at Howard's True Value Pharmacy and was advertising that wonderful acne soap, Phisoderm, for only $1.67 cents. Aspirin was 19 cents for a 100 count bottle, so some things weren't too inflationary! The pharmacy also had the new "Slim-Time" diet regimen that was touted to "lose a pound a day!"

 

Ann Smith atop her May Day Holiday float in the 1973 Dairy Festival Parade.

 

And, for those seeking dinning pleasure in 1973, there was the BBQ Buffet at the Townhouse Restaurant in Spring Village Shopping Center, on Wednesday nights, that featured BBQ beef, ham, and sausage, with baked beans, cole slaw, and potato salad, for only $2.00 per person. And, in what would become a trend in Hopkins County, they offered their all-you-can-eat catfish on Friday nights, for only $1.75.

Eden's Restaurant had offered an "Easter Special," a couple of weeks before Dairy Festival, that featured your choice of roast sirloin, baked ham, turkey and dressing, or boneless catfish, a variety of flavorful vegetables, salad, delicious dessert, hot rolls, and drink for $2.00 for adults and $1.65 for children.

Ozark Fried Chicken was featuring a 15 piece "bucket" for only $4.25 and a 21-piece "barrel" for just $5.95, with free mashed potatoes, gravy, cole slaw, and rolls!

And, the Big H Drive-In was featuring their 89 cent steak-finger basket, with French fries and gravy. A large "lime ice" could be purchased for just 25 cents and featured a plastic mermaid or monkey to put on your sun visor or rear-view mirror! (It didn't get any more stylish than that!)

 

Peggy Paul rides her St. Patrick's Day float in the 1973 Dairy Festival Parade.

 

And, if it was adult entertainment you were seeking, The Rio Palm Isle Ballroom, in Longview, was featuring Buck Owens and the Buckaroos, along with Susan Ray. The Machenaire Club had opened its doors in neighboring Yantis and was featuring premier bands for dancing, while the local VFW Post was featuring dancing with Jim Bradley and the Rhythmaires and vocalist Betty Long. Tanya Tucker was in concert in Dallas, if you could manage a trip that far away from home.

The Mission Theater was featuring "The Godfather," and the Hi-Vue Drive-In was showing a "double-feature" of "What's Up Doc?" starring Barbara Streisand, and "Fists of Fury," featuring Bruce Lee.

And, Billy Harper, Assistant County Agricultural Agent, had announced that the 4-H Junior Rodeo already had approximately 200 entries and would be held the weekend following Dairy Festival. Loads of entertainment would be featured there!

Meanwhile, if you were a teenager and had your sights set on participating in the Dairy Festival Queen's competition, you could purchase record albums for $ 3.87 or an 8-track tape for $4.87, inflation had seen them rise in price approximately a dime, from the previous year!

And, twelve young ladies from Hopkins County (an inflation even in Dairy Festival competition) began the process of entering the 1973 Hopkins County Dairy Festival Queen competition. They were: Suellen Preuss, representing Rotary Club, and sponsored by Coca Cola Bottling Company; Katherine Ann Bradley, representing the Jr. Waverly Club, and sponsored by Sulphur Springs State Bank; Carol Adams, representing Mother's Culture Club, and sponsored by Jim Masters Western Store; Shonda Weaver, representing Sulphur Bluff High School, and sponsored by Foxworth-Galbraith Lumber Company; Peggy Paul, representing Dial Study Club, and sponsored by Peoples National Bank; Donna Poskey, representing Beta Sigma Phi, and sponsored by Mix Mill Inc.; Deborah Lynard, representing Cumby High School, and sponsored by Sulphur Springs Farm Store; Ann Smith, representing B&PW Club, and sponsored by Rockwell Manufacturing; Laura Orwosky, representing the Kiwanis Club, and sponsored by Pratt Packing Company; Denise Dickerson, representing the Standard Club, and sponsored by Maddox Motor Company; Andrea Massey, representing the Waverly Club, and sponsored by City National Bank; and, Kathy Rosinbaum, representing Miller Grove High School, and sponsored by Ardis-Linington Motor Company.

 

These twelve young ladies joined 1972 Dairy Festival Queen Gina Chancellor at a "get acquainted party" as they
entered the 1973 Dairy Festival Contest.

 

These young ladies would have been listening to the top songs of 1973, as they went about preparing for their talent and beauty presentations for Dairy Festival Week. Can you guess what the top songs were?

"Tie a Yellow Ribbon 'Round the Old Oak Tree" by Tony Orlando and Dawn was the top song, followed by "Bad, Bad Leroy Brown," by Jim Croce. "Killing Me Softly With His Song, by Roberta Flack, "Why Me" by Kris Kristopherson, "Crocodile Rock " and "Daniel" by Elton John, and "Will It Go Round in Circles" by Billy Preston were also top selections. Other included: "You're So Vain" by Carly Simon, "Touch Me In The Morning" by Diana Ross, "The Nights The Lights Went Out in Georgia" by Vicki Lawrence, "Half-Breed" by Cher, "Love Me Like a Rock" by Paul Simon, "The Morning After" by Maureen McGovern, "Rocky Mountain High" by John Denver, "Dancin' in the Moonlight" by King Harvest, and "Say Has Anyone Seen My Gypsy Rose?" by Tony Orlando and Dawn.

Gladys Knight and the Pips were popular with their "Neither One of Us Want to Be the First to Say Goodbye," and The Spinners featured "Could It Be I'm Falling In Love" and "One of a Kind Love Affair." Donny Osmond was a favorite with "The Twelfth of Never" and "Papa Was a Rolling Stone," by the Temptations, and "The Cover of the Rolling Stone" by Dr. Hook and the Medicine Show, were also popular. Deep Purple's "Smoke on the Water," "Your Mama Don't Dance" by Loggins and Messina, and "Ain't No Woman Like the One I Got," by the Four Tops were heard when the windows were rolled down, as well!

And, speaking of "wheels," Gober-Merrell Chevrolet was featuring their 1973 Chevy Impala, loaded, for only $3586.00; the only problem was that inflation had hit the interest rate for financing automobiles and the rate was 11.32%! Price Ford Sales had a "loaded" 1973 Grand Torino for $3688.00 and a 1973 Maverick for only $2799.00. They also featured the 1973 Ford LTD, for the more mature driver, at $3888.00. And, Babcock's, located on the east side of the downtown square, featured "tires for as low as $15.45 each," Havoline brand motor oil for 34 cents a quart, and a twelve-volt battery for just $17.88! Maddox Motor Company, located at 1217 Broadway was featuring their popular "Plymouth Fury," at special prices.

"Her Royal Majesty" Gina Chancellor, reigning 1972 Dairy Festival Queen, arrived at the Talent and Beauty Pageant, on Tuesday night, escorted by Jon Dale Cherry, a senior at Sulphur Springs High School. The twelve young ladies competing for the title arrived to find a stage that featured a large calendar and twelve figures, handcrafted by Jill Helm and Alice Gamblin, to represent different holidays of the year. "Holidays In Dairyland" was the the 1973 theme! Rev. Jimmy Albright served as the Master of Ceremonies for the Talent and Beauty night competition. And, Leo St. Clair was the president of the Dairy Festival Board of Directors.

Mrs. Lynda Hager, Mrs. Kay McCool, Mrs. Jeanette Watson, Mrs. Jill Helm, Mrs. James Moore, Mrs. Alice Gamblin, and Mrs. Lulu Helm comprised the Talent and Beauty Show committee. Tickets to the show were priced at $1.00 each. Mrs. Joseph Longino and Mrs. Pete Long were "in charge" of tickets. Lighting and sound were provided by Charles Tolleson, Pastor at First Baptist Church.

Competition on Talent and Beauty night was "keen" according to newspaper reports and to have the pleasure of seeing twelve different talent presentations was termed  "a memorable experience," by the large crowd that "packed" the Sulphur Springs Junior High School Gymnasium!

 

Jonas Helm (in white coat) escorts what some think is Debbie Deaton, in the 1973 Talent and Beauty Show,
as candidates look on in the SS Junior High School Gym. In the foreground are SSHS Stage Band Members
James McKeever and Jack Stubblefield.

 

The Dairy Festival Parade was featured on Thursday afternoon,  with Hoyt Gideon serving as parade marshall, when each of the twelve candidates rode floats depicting the various holidays of the year. They included: Father's Day, Mother's Day, Valentine's Day, May Day, Halloween, New Year's, Easter, St. Patrick's Day, Independence Day, Labor Day, Thanksgiving, and Christmas. "Some of the most beautiful floats to have ever graced the streets of Sulphur Springs," was the depiction of the array that was featured in the parade. "With beautiful girls smiling and waving to the crowd!"

Then, it was off to a Queen's reception, hosted by Gina Chancellor and her family, for the Dairy Festival Candidates and the 10 Duchesses representing, Pittsburg, Daingerfield, Quitman, Emory, Wills Point, Winnsboro, Mineola, and Gilmer, as well as Jana Koon serving as Miss Sulphur Springs, and Donna Reeder, of Miller Grove, who was Miss Flame of Hopkins County.

 

The 1973 Queen's Coronation was held in the SSHS Football Field and here everyone is waiting for the results to be
announced. Note the floats in the background that had been the point of entry for the Dairy Festival Candidates.

 

The Queen's Coronation Pageant was again featured in the Sulphur Springs High School Football Field, where candidates and the queen arrived via their floats and were escorted down a runway to an elevated platform. Jim Paul served as the Narrator and vocalist for the night's program, while Mrs. Verdon Graves and Mrs. Bob Gideon also presented vocal numbers. Vickie and Grady King provided background music and the Sulphur Springs High School Band, under the direction of Rex Wilemon, and the Blue Blazes Drill Team, directed by Edna Mabe, also made feature appearances. Byrd Bonner and Bentley Beers served as Court Attendants for the 1973 pageant and escorts were members of the 1973 SSHS Junior Class.

When it came time for Queen Gina Chancellor to relinquish her crown, it was announced that Denise Dickerson, representing the Standard Club and daughter of Byron and Mary Lynne Dickerson, a junior at Sulphur Springs High School, would wear the crown for the next year. Denise also won the Beauty and Ticket Sales awards in the competition. Ann Smith, daughter of Laura and Vernon Smith and representing the B&PW Club was named First Runner-Up in the contest and the Talent Winner.

 

And the winner was.......Denise Dickerson!!!

 

 

Float winners included: First place, the Kiwanis Club entry ridden by Laura Orwosky, and depicting Mother's Day; Second Place, the Mother's Culture Club entry ridden by Carol Adams, and depicting New Year's Day; and third place, depicting "Easter" and ridden by Deborah Lynard representing Cumby High School.

 

Denise Dickerson was the Ticket Sales and Beauty Winner and
Ann Smith, right, was the Talent Winner and Runner-up in the contest.

 

"In 1973, there weren't any dance studios in Sulphur Springs, so my mother drove me to Tyler to a teacher who helped me choreograph my dance," remembers Denise Dickerson Booher. "I did a jazz ballet for the competition, that began on the floor and ended with me doing the splits! My costume consisted of what my friends termed as "the Chiquita Banana," a bright yellow pair of leotards embellished with rhinestones and chiffon!"

Denise Dickerson in the "Chiquita Banana" costume doing her talent presentation, while
representing the holiday, Father's Day!

"I was a member of the Blue Blazes Drill Team, so I guess it just was natural for me to use a dance for my talent," reminisces Denise. "And, I can remember practicing the routine over and over, until I had it memorized by heart! And, I'm going to 'blame' the costume design on the dance teacher from Tyler!"

 

Ann Smith smiles as she's named the Talent Winner in the
1973 Dairy Festival Contest.

 

"Serving in 1973-74 as the Hopkins County Dairy Festival offered a variety of experiences that were gained from attending the Rains County Fair, Autumn Trails in Winnsboro, the Gilmer Yamboree, and the Dogwood Festival in Quitman," expressed Denise. "I guess the most special memory was attending East Texas Queen's Day at the State Fair of Texas, being interviewed by the Dallas Morning News and Dallas/Ft. Worth Radio stations about the Hopkins County dairy industry and Sulphur Springs. One of my most memorable events was during one of the interviews, they were interviewing me and something major happened in Dallas. They left me standing while they went and covered the story that 'up-staged' the dairy industry. Can you imagine anything being more important?"

Denise Dickerson was the granddaughter of longtime Hopkins County residents, Elvis and Mary Hurley, and her family has lived in the county for generations. Byron Dickerson, Denise's father, was a longtime owner of Quicky Foods, and passed away in 1977. Her mother and step-father, Mary Lynne and Troy Jolley continue to make their home in Sulphur Springs. "It was ironic that my float theme was Father's Day and I rode the float with my father, never knowing that the significance of it would hold special memories, when he passed away just four years later," relates Denise. "It's a special memory for me to have shared that event with him!"

Denise graduated from Sulphur Springs High School, in 1974. Attended Texas Texas Tech University and graduated in 1978. She married Reece Booher in 1979, and they recently celebrated their 29th wedding anniversary. Reece is owner of Summerhouse Lawn and Garden, Inc. in Sulphur Springs. Denise is an elementary school teacher at Travis Elementary, in Sulphur Springs, and has just completed her courses as an Academic Language Therapist at SMU, which she uses to help students with reading problems.

Reece and Denise are the proud parents of three sons. Brandon, the eldest, is married to Laney, where they make their home in Richardson, and he is a Landscape Architect for Meeks Design Group and a Texas Tech graduate. Second son, Blaine, graduated from Texas Tech University with a Bachelor of Science degree in Health Sciences and is currently a student in the Physical Therapy Program at Texas Tech Health Sciences Center. Youngest son, Bailey, is a senior student at Sulphur Springs High School, where he plays varsity soccer and runs cross country. And, you guessed it, Bailey plans to attend Texas Tech, next year, in Lubbock.

"I can remember my first duties as 1973 Dairy Festival Queen was attending the 37th Annual Northeast Texas Dairy Show, with friend Ann Smith, as we presented awards," remarks Denise. "We had a great time with all of our classmates who were showing and got to miss school all-day on Friday!"

"I also received the keys to a 1973 Monte Carlo, compliments of Gober-Merrell Chevrolet," remembered Denise. "But, it was only for 10 days!"

"I would encourage any girl to enter the Hopkins County Dairy Festival Contest, as you're sure to gain confidence, poise, and lasting friendships," states Denise Booher. "Many of my fellow contestants were my best friends and we continue to share memories and laugh about some of the experiences that we shared while 'perfecting' talent, building floats, and learning to walk in heels and a formal on the football field!"

Meanwhile, as Denise mentioned the 37th Annual Northeast Texas Dairy Show began on Friday morning, following the Queen's Coronation. Two Texas Dairy Farmers and Purebred Dairy Cattle Breeders, Dr. David Smokler and B.J. Sheppard, from Lancaster and Bridgeport, respectively, served as the qualified judges for the show (the first time that two judges had been asked to judge the show). Another "first" was featured in 1973, when a "Dress-up Heifer Contest" was an added attraction to the show, where youth dressed their small heifers in hats, blankets, etc., to win prizes, and proved to add humor to the event.

 

"Brandy" the giant Jersey Cow, on display at the Spring Village
Shopping Center, in Sulphur Springs. Note Krogers and the classic
vehicles in the background. No one knows why the cow was called
"Brandy" (could it have been from the famous song, popular at
the time?).

 

"Brandy," the giant Jersey cow, that was on display at the Northeast Texas Dairy Show, received a "dehorning" by Randy Koon, so that she would more resemble the ideal Jersey cow, before the show began. (Brandy resides in front of the Southwest Dairy Museum in Sulphur Springs, today).

 

"The dehorning ceremony"......."Brandy" the giant Jersey cow was dehorned in this photo
in front of the Show Barn in Buford Park. That is Randy Koon on the ladder with the saw,
removing the horns while local Jersey breeders watch.

 

Judge Sheppard began the Jersey Show on Friday morning and awarded three "purple" ribbons, the highest award in a show, to three outstanding Jersey females owned by local youth, Kelly Kight and Jack Newsome, and Lester Hobbs, of Quitman. Kight, of Como, was awarded the Grand Champion Jersey Female and Newsome exhibited the Reserve Grand Champion. Other local exhibitors included: Kris Koon, Eddie McQueen, Rickey Koon, Cindy Anderson, and Emily Anderson.

In the Other Breeds Division, it was John Arnold of Ladonia, with his Guernsey cattle that took the Grand Champion  and Reserve Champions, while the Jackie Huddleston family of Alba, with their Milking Shorthorns, and Clifton, Dwight, Rodney, and Cynthia Alexander of Alexander Swiss Farm in Brashear, dominated many of the classes. It was the largest number of Brown Swiss Cattle to ever be shown at the show, with over 35 of that breed exhibited.

Dr. David Smokler began the judging of  the over 200 head of Holstein Cattle on Saturday morning, and the large show lasted most of the day. The C.F Tucker Family of Sulphur Springs and the Leo "Buddy" Hoff Family of Windthorst, Texas, dominated the winner's circle, splitting the champions awards between them. Other local exhibitors included: Carroll Willis, Danny and Marty Glossup, Dan Humphrey, Kristi Skelton, Freddie Chamness, Don and Jackie Hinton, Lyndon Ramsey of Emory, Neal Anderson, Tony Smith, James Jackson, and Mark Massey, and Shane, Richard and Paul Watson.

"This is some of the best Holstein cattle in the nation," commented Dr. Smokler, as he announced his winners. "These cattle can compete on the national level!"

 

Junior exhibitors at the 1973 Northeast Texas Dairy Show, included from left to right, Neal Anderson,
Dan Humphrey, Jack Newsome, and Kristi Skelton.

 

On Monday, May 14th, 1973, following Dairy Festival Week, "Skylab," America's first Space Station was launched at Cape Kennedy, Florida, and some startling news for families in Hopkins County was revealed: "in the first four months of 1973, 61 marriage licenses had been granted and 66 divorces had been filed, the first time in history that marriages had 'out-numbered' marriages!"

Also, Hopkins County Auditor, Harold Knight, had "warned' the Hopkins County Judge and Commissioners Court that "the county will be out of money, by the end of the year, if expenditures aren't curbed!"

A beautiful Thoroughbred colt, "Secretariat" was the winner of the Kentucky Derby and went on to win the Triple Crown in May 1973, as Hopkins County voters defeated a major $2.7 million bond election for Sulphur Springs ISD, with a vote of 823 for and 1594 against the measure. The Hopkins County Hospital Board had called for a bond election set for May 26th, 1973.

Gold was $100.00 per ounce and a reflection of recent activity in neighboring Commerce, saw advertisements for the Ice House Liquor Store, that featured sales of liquor, beer, and wine. Buttermilk was 49 cents for 1/2 gallon and pimento cheese was listed as 79 cents for a 1 pound cup.

 

Don Hinton, a senior at SSHS, was the Dairy Proficiency Winner for Area VI FFA and
was headed to the State Competition in 1973 for his dairy production project.

 

However, the local dairy industry had received some disturbing news in local headlines that read, "Producer Milk Prices on Decline." It seems that changes in the government support price that shifted emphasis from butterfat content to skim milk was partly to blame. 3.5% butterfat milk was priced at $7.20 per cwt a decline from a March 1973 price of  $7.35. Wayne Hinton and Doyle Wood both advertised their "Top Quality Springing Holstein Heifers" for sale at $550.00 each and Marvin Jones was conducting a Dairy Sale, weekly from his location on State Highway 19.

And, one "bright" note for local dairymen was a national headlines that read "There May Be Gold in Cow Chips," as recent studies were promoting the manufacture of gas from cow manure! But, Satanic Worshipers were being blamed for the death of a 17 year old boy in Florida, and Hopkins County had received the word that one of their favorite actresses, Irene Ryan, "Granny" on The Beverly Hillbillies, had passed away from a stroke, at her home in California. She was 70 years old.

The second Annual Sulphur Springs FFA Stew and Auction had been a success and local supporters had consumed over 11 pots of Hopkins County Stew, at the event. Travis Elementary School was presenting "Tom Sawyer," as a year-end school program, that featured Lance Taylor as Huck Finn and Keith St. Clair as Tom. Mrs. Mary Estes was the teacher.

Ervin Goodman was named the valedictorian of the 1973 class as Sulphur Springs High School and 1972 Dairy Festival Queen Gina Chancellor was salutatorian, while a RCA Color TV, with a 25" screen, could be purchased at Northeast Texas Farmers Co-op for $498.99. Inflation had hit the TV market, as well.

Faye Smith had announced that she was moving her "Faye's Beauty Shop" to her home in the Brinker Community and Mrs. Jessie Faye Walker had sold her Ishmael's Beauty Shop, following 15 years of business. And, you could buy the Shooks Chapel United Methodist Church Building, complete with all the pews, by contacting Jimmy Wayne Winfrey or Herbert Anderson.

The year 1973 offered a variety of challenges and promises in Hopkins County, that still led the nation in the number of  dairy farms and was first in Texas in milk production. "I'm proud to have represented the Hopkins County Dairy Industry and my hometown of Sulphur Springs, as their 1973 Dairy Festival Queen," expressed Denise Dickerson Booher. "It was a 'magical' time to be reared in Hopkins County and offered a wonderful experience that most of us can look back on as a pleasant time to have attended high school. I look forward to representing that era in the 2009 Hopkins County Dairy Festival Golden Jubilee Celebration, and visiting with all of my fellow queens and friends!

 

1973 Hopkins County Dairy Festival Queen, Denise Dickerson Booher,
pauses to reflect on the thirty-six years since being named Queen and
the many changes that Hopkins County has seen during that time.

 

_____