'Wildfire Goes Home' (Tommy Rich’s 1980-81 Memphis Run)
Things take a surprising turn when "Wildfire" Tommy Rich returns to his home area.
March 1981 - “Wildfire” Tommy Rich makes a surprise return to Georgia Championship Wrestling TV, telling announcer Gordon Solie that he left because he let the people down but now he’s back to set Georgia on fire! A great video set to “On The Road Again” chronicles Rich’s journey back from Memphis to Atlanta.
But what really happened in Memphis? What was Rich’s run like?
(Note: I’ve linked to some videos throughout and there’s also a playlist of the best part of this run at the end of the article.)
The Memphis territory, operated by Jerry Jarrett and Jerry Lawler, spanned cities like Nashville, Louisville, Lexington, Tupelo, and Evansville in its regular rotation. Its popular live TV show aired at 11 AM on WMC-TV Channel 5 (NBC), often following cartoons like The Jetsons and Johnny Quest. Hosted by Lance Russell and Dave Brown, the show was later syndicated across the territory the following Saturday, featuring promos hyping upcoming matches. Most surviving footage comes from these syndicated broadcasts, which were dated a week after the original live show. The CWA maintained a strong affiliation with Verne Gagne’s AWA, recognizing its World Heavyweight Title and using the AWA as a sanctioning body for many of its own championships.
After failing to dethrone NWA World Heavyweight Champion Harley Race in July 1980, Rich vanishes from Georgia. It wasn’t just any loss, Rich had spent much of the year chasing Race. The title bout was built up huge on television and included a surprise appearance from Tommy’s mother, Peggy. If Rich had won the World Heavyweight Title right then and there, it would have been a perfect ending. But he didn’t and shortly thereafter, he’s teaming with fellow Georgia regular Tony Atlas against the CWA World Tag Team Champions Austin Idol & Dutch Mantel at the Mid-South Coliseum.
All signs point to Tommy replicating his success from Atlanta. The territory’s biggest star, Jerry “The King” Lawler, is out of action with a broken leg suffered back in February. There’s a huge void that Rich must be returning home to fill.
When Rich steps foot back in the Memphis studio, he’s pitted against his old partner and fellow babyface, “Superstar” Bill Dundee. The winner of the match will receive a shot at the AWA Southern Heavyweight Title. “The King” joins Lance Russell on the call talking about how great Rich looks. He left, gained experience and came back better. The match is clean and competitive until Rich “accidentally” nails Dundee low then quickly cradles him for the win.
Something doesn’t feel right.
Rich brushes it off, accuses Dundee of playing possum and turns his attention to Lawler. He remembers three years ago when Lawler was the one getting all the title shots. Rich went to Atlanta, made a name for himself, and wrestled the best. Now he’s back home in the hot bed of wrestling for championships. Rich’s tone has shifted something fierce. He starts poking at Lawler, telling him he looks cute in his suit, and calling him a hasbeen. Rich shoves Lawler down on his broken leg.
“There’s a new King of Memphis.”
In an instant, I was hooked right into this run and decided to deep dive all of it. The way that Rich was able to go from being one of the most humble authentic babyfaces to a dastardly heel was remarkable. His ability to portray both extremes in such an authentic way is a huge credit to him.
Rich’s new attitude pays off immediately as he takes the Southern Title from “Handsome” Jimmy Valiant. Though his first reign lasts just a week, it sets the stage for a brutal TV angle where Rich ambushes Valiant, leaving him bloodied to reclaim the gold. Embracing every dirty trick once used against him, Rich leans into his new arrogant persona, mocking opponents like Carl Fergie as "country bumpkins" while flaunting his own affluent background.
Aligning with manager Jimmy Hart, Rich "randomly" selects low-ranked wrestlers from a rigged hat in order to give everyone a chance at his title. His most relevant issue emerges against authority figure Eddie Marlin and his brother, referee Tommy Marlin. A personal conflict based on Tommy’s terrible behavior that results in Rich’s own mother, Peggy, showing up on TV to straighten her son out. Tommy left to become a star and when he came back, he wasn’t accepted like he thought he would be. He just needs the fans support and she knows he’ll get back on the right side.
Peggy is interrupted by an irate “Handsome” Jimmy Valiant. Earlier in the show, Valiant flipped out after rookie Koko Ware won a battle royal for the newly debuted TV Title. The once beloved Valiant destroyed Koko’s prize, an actual TV set. Eddie Marlin had fined Valiant $500 and he was out complain about it. Valiant turned his ire to Peggy Rich, insulting her.
Tommy comes out to defend his mother but he’s jumped by Tojo Yamamoto. Rich is bloodied up and in the chaos Valiant strikes Peggy, knocking her to the ground. Despite Tommy’s recent actions, this is a step too far, and the locker room empties to run Valiant off. Tommy is left bloody and angry at his supposed allies, Jimmy Hart and Bobby Eaton for letting it happen. Hart sneaks in a dig at Peggy and that’s the end of that alliance!
Rich declares it took seeing his mother on the ground to bring out the REAL WILDFIRE! Just like that, Tommy is back on the righteous path.
Rich’s heel run is actually brief but I enjoyed how committed he was. The one constant from Rich in this era is that he’s a great TV wrestler and interview. If he’s got TV time, he’s either going to have an interesting match or give an interview trying to make you care. It looked like Rich was having a great time playing the heel. The only disappointment from the run was that they weren’t able to do a feud with babyface Lawler. Speaking of flipping, Jimmy Valiant also had that ability to switch on a dime. The loveable crazy man became a violent and dangerous in an instant. Almost uncomfortably so. I’m not sure if there’s any influence here but I found Valiant’s presence and mannerisms to be similar to what Hulk Hogan would adopt in the early part of his Hollywood run. If you’re only familiar with the Boogie Woogie Man, check him out in this run.
The final months of Rich’s run see him and Dundee get back on the same page. The pair feud with Valiant and Tojo, Guy Mitchell & Roger Kirby, and The Bounty Hunters over the AWA Southern Tag Team Titles. It’s a good run that produces some quality TV. The run comes to an end on TV when Tommy Rich is absent due to a “commitment in Atlanta” so Bill Dundee goes it alone against Wayne Ferris and Tojo Yamamoto. It’s a compelling match with the deck stacked against Dundee where he puts up a great fight but ultimately loses the titles.
The commitment in Atlanta? That’s Tommy Rich’s surprise return!
Rich returns to the territory to wrap up some dates, teaming with Dundee to capture the CWA World Tag Team Titles from Austin Idol and Dutch Mantel. Their match in Lexington, KY, aired in full on TV, is a great showcase of all four men during this era. Rich and Dundee are massively over, Mantel is a rock-solid wrestler, and Idol has the star presence to command a big crowd.
Best Moments of Tommy Rich’s 1980-81 Memphis Run
Tommy Rich vs. Bill Dundee + post-match angle with Jerry Lawler (Aug. 16 1980 TV)
Tommy Rich vs. Jimmy Valiant - Southern Title (Sept. 27 1980 TV)
Tommy Rich & Jimmy Hart draw a “random” challenger (Nov. 1 1980 TV)
Jimmy Valiant + Peggy Rich angle (Nov. 22 1980 TV)
Tommy Rich & BIll Dundee vs. Bounty Hunters clips from Mid-South Coliseum (Feb. 8 1981 TV)
Tommy Rich & Bill Dundee vs. Austin Idol & Dutch Mantel (Mar. 12 1981 Lexington)
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