Zach Arnold Interviews Sheldon Goldberg

Internet wrestling journalist, Zach Arnold of Puroresu Power.com, recently sat down with NECW President, Sheldon Goldberg and conducted an extensive interview covering a wide range of topics.  The interview is being posted here courtesy of Mr. Arnold. 

Zach Arnold: Sheldon, a lot of online fans have known you as a wrestling historian, but a lot of the newer fans of NECW aren't exactly aware of who you are and what you’ve done.   Tell us about your background pertaining to wrestling.

Sheldon Goldberg: I used to publish a newsletter for collectors of wrestling memorabilia called Mat Marketplace.  I'm on the Board of Directors of the Cauliflower Alley Club.   I've been involved with independent wrestling on some level for the better part of the last 10 years.  I’ve been involved in bringing some of the Michinoku Pro Wrestling talent to ECW, then to the WWF, including TAKA Michinoku.  I worked in marketing for the late Hiro Matsuda and Howard Brody on a project called Ring Warriors, which was the repackaging and syndication of New Japan Pro Wrestling’s TV shows.  I was involved with the NWA and NWA New England and now I've started New England Championship Wrestling, which has been running since last August.

Zach Arnold: How do you feel so far about what NECW has accomplished?  What were some of your expectations?

Sheldon Goldberg:  We had a few false starts before we actually started running, in the form of some sold shows that did not pan out.  My goal was to get things up and running and establish us as a force to be reckoned with in New England and on the independent scene overall.  I think we've done a very good job of putting a quality product in the ring, thanks in large part to Scott Dickinson, who is the talent coordinator for the group.  We've managed to make some people sit up and take notice and we're going to continue that.

I have a lot of high hopes and aspirations for NECW.  I know it’s going to take time to get where I want us to go.  From where we started, up till now, we are laying the foundation for something much bigger and more substantial.

Zach Arnold: Now you've mentioned the concept of "sold shows."  Could you explain to people what "sold shows" are and why most independent promoters in America do them, and furthermore why you think the idea of "sold shows" for NECW is not necessarily the right direction to go in?

Sheldon Goldberg: A "sold show", simply put, is a show you sell to someone - normally a non-profit group or organization - for a set price.  Usually, "sold shows" are fundraisers.   There is nothing wrong with doing them.  You don't get rich off of them, but they are guaranteed money.  Sometimes you can have clients who buy shows from you on an annual basis and can develop a circuit, but going to a town once a year isn't going build you a fan base.  Many promoters only do sold shows so they never have to take a financial risk.  I wanted NECW to be a real wrestling promotion with its own stars and TV and reputation.  You can only build that kind of thing by promoting shows on a regular basis and marketing them for the long haul.  I'm not saying we will never do sold shows.  I just don't want that to be the core of our business.  We're out to build a fan base and make a name for this company.

Zach Arnold: For NECW, which is a US Independent company, you obviously do not offer contracts to your workers and the pay scale is relatively low at the moment.  As far as the depth of your talent is concerned, who are some of the top workers in your promotion?

Sheldon Goldberg:  Our champion is Mike Hollow, who is also the head trainer at Killer Kowalski's wrestling school in the Boston area.  Jason Knight, formerly of ECW, "Rocket" Fred Curry, who is a thrid generation wrestler, "Brutal" Bob Evans, Slyk Wagner Brown, Maverick Wild, Alex Arion, Luis Ortiz.  Everyone from top to bottom on our roster is a quality athlete.

Zach Arnold: Who or what have been some of the bright spots in NECW?   What are some of the best matches that your promotion has delivered so far?

Sheldon Goldberg: That's a lot like asking a parent who his favorite child is.  The best thing to me is the quality of the atmosphere in our locker room.  It's the one thing that everyone who works for us raves about.  No one is above anyone else.   Everyone is pulling in the same direction and everyone knows they are respected and appreciated, because I make it a point to tell them so.

As far as bright spots in terms of talent, I will tell you that Jason Knight is wrestling better than he has in years.  He's been a great asset both in the ring and in the locker room.  It's important to have guys who have experience and aren't afraid to teach.  Veterans are important.  We probably have more people on our roster with some kind of major league experience than any company in New England.  Scott Dickinson was a former WCW referee – an 18-year veteran in this business.   We have Killer Kowalski at our shows and having him there is a great thing.   It adds an element of respect and credibility to what we're doing.   "Flying" Fred Curry, "Rocket" Fred Curry's dad has been around and is a joy to have in the locker room.

As far as matches go, my favorite NECW matches, in no particular order:  Mike Hollow vs. Bob Evans from "Crowning Glory", back in September when Hollow won the belt. That was just a great match on the part of both guys.  The crowd was totally into two unknowns fighting over that belt.  Maverick Wild vs. Doug Williams, who was visiting from England, also on that card.  Every wrestler in the locker room came out and watched that match.  Those two had the kind of match you would put in any arena for any group with pride.  And lastly, Maverick Wild vs. Alex Arion from Homecoming at Good Time Emporium in Somerville.  Again, two great athletes throwing everything at each other.  I will always have a soft spot in my heart for the very first match we presented, back in August at the Fun Zone in Wethersfield, CT.  It was "Rocket" Fred Curry vs. "Latin Fury" Luis Ortiz.  It wasn't the perfect match, but it was very, very good.  Fast paced and athletic.  It took a lot of people in the audience by surprise and really set the tone for the company, as far as putting on good wrestling matches. 

Zach Arnold:  What additions to the NECW roster can we look for in 2001?

Sheldon Goldberg: We have Dukes Dalton, who was one half of the NWA World Tag Team Champions at one time, coming on board on our next show.  He's another fine young athlete who has been on the indie circuit for quite a while and is motivated to prove something. 

We're also going to make a concerted effort to build up and improve the guys we already have.  I think we have a tremendous crew and part of what I want us to accomplish is to really give our athletes the platform to show the kind of work they're capable of doing.  Some of our wrestlers are just scratching the surface of what they can do, so getting more out of what we have is a real priority.

Zach Arnold:  About style, you have most wrestling promotions in this country who focus on using a zillion tables in each match, every match is "hardcore," and most guys are bleeding in the majority of wrestling matches.  What separates NECW from the other groups in terms of what you bring to the table wrestling-wise?  What makes you different, than let's say ECW or other independent groups?

Sheldon Goldberg:  My philosophy about pro wrestling is much the same as the philosophy I had when I produced plays and musical revues.  You find the best people you can and shape the material to accentuate their strengths.  We happen to have a group of athletes who are very strong on the wrestling side of things.  Every person on our roster is capable of working a good pro wrestling match.  As time goes on, and these guys get the chance to show more personality and character, they may do other kinds of things.   Blood is not out of the question, if it's appropriate.  Tables are not out of the question, if it means something.  Chair shots, same story.  We don't do tables and chairs, because it's not us.  I believe you have to find what you are, with your crew, and make the most of that.

Zach Arnold:  How do you feel about NECW's ability to survive and replenish talent if you lost a few workers to bigger groups?

Sheldon Goldberg:  You have to be ready to lose anyone at any time.  That's just the nature of the beast.  Personally, and I have told our locker room this, I expect that some of our people are going to get the call at some point.  I think that's a good thing.  If NECW helps people make the big show, maybe NECW is the place the best up and coming talent wants to be.  In the meantime, we're all going to make the best of this opportunity and use this stage to show people what we've got.  There are a lot of great young athletes out there who could be big stars.  All they need is the stage to perform on and the leadership to guide them the right way.  We know where we are on the food chain.  We're trying to add something to this business and I think we are all on the same page and the right path.

Zach Arnold:  A lot of independent promotions in America state that their goal is to act like training camps to elevate talent to the next level so that groups like the WWF or WCW can bring them in and feel comfortable about using them.   What separates NECW (if anything) from groups like Ohio Valley Wrestling and Power Pro Wrestling out of Memphis?

Sheldon Goldberg:  We’re not subsidized by anyone. We want to be a successful entity as ourselves.  As much as we know our fate may well be as a weigh station, grooming talent for the big boys, we want to build our own fans and draw our own money.   I passionately believe that this kind of regional company, if done right, can be financially viable.  We are looking to make a positive impact on this industry as New England Championship Wrestling, not as a stepchild to anyone else.

Zach Arnold:  What is your first response to the virtual collapsing of both WCW & ECW as wrestling companies?

Sheldon Goldberg:  If you care about this business, you see it as profoundly sad.   In both cases, the problems are mismanagement.  It reflects badly on the industry when major companies have trouble.  It makes my job as a promoter harder, because when I got out looking for support, I am inevitably going to be asked the question, "If ECW or WCW can't make it, where does that leave you?"  That's why I have to go this route and promote the shows and build fans and a good reputation.   People aren't going to back you just because you do wrestling.  You have to prove yourself worthy of their support.

Zach Arnold: With the mismanagement of WCW & ECW as wrestling companies (leaving the WWF as the really only solid multi-million dollar company in the United States), where does that leave independents?  More specifically, where does that leave independent promoters like you?  Furthermore, as an independent promoter, how is your game plan at capitalizing on the mismanagement of WCW & ECW different than the average American independent promoter?  What exactly is the business plan that separates you from other promoters?

Sheldon Goldberg:  Generally speaking, I believe there is a tremendous opportunity out there for the independent promoter.  WWF (and even WCW and ECW, if they were still operating successfully) cannot serve the entire country with their product.   There will always be places they don't go or can't go.  The popularity of the WWF makes other brands potentially viable.  If people are interested in wrestling, because they love WWF, maybe they'll like another flavor of pro wrestling if it's available to them.  As far as what makes us different business-wise from other independents, I don't know what other companies do.  I do know that we do have a plan.  We have long-range goals.  We have a quantifiable idea of what we want to do and where we want to be.  I'm not doing this to put myself over or to be a glorified jock-sniffer.  I'm doing this to succeed.  I'm hell-bent on making some noise with this.

My friend, the late Hiro Matsuda, said something to me once that I will never forget.  He said to me that there was a business before you got here and a business after you leave.  While you're in it, you have to treat it with respect and do the right thing by it.  I take that very seriously.

Zach Arnold:  One of the more interesting issues facing wrestling promoters right now seems to be the idea of a lack of credibility.  Like, the numerous fake retirements that we've seen so many wrestlers go through, or an even bigger issue, the lack of respect  and credibility of title belts in which the fans really don't even care about title belts any more.  What's your take, as an independent promoter, on the issue of title belts and what makes title matches "credible" in your opinion?  Furthermore, what belts exist in NECW already and do you plan on adding any more titles in the near future?

Sheldon Goldberg:  I look at titles the same way I look at actors in a play.  If they don't take their parts seriously, how can you expect the audience to suspend their disbelief and take them seriously.  Everyone knows wrestling is a work, but I think the average fan wants to get lost in that moment.  While they are sitting in that seat, they want to believe.  When you do foolish things, you let the people down.   I know that's an old school attitude, but I also think it's common sense.  We have made a conscious effort to give our title and our champion, Mike  Hollow, credibility.   If we don't take him seriously, we're screwed.  We've undermined our own product.  For that reason, we're not in a hurry to add more titles.  Eventually, we will add a light heavyweight belt and tag titles, but we're not going to rush it.

Zach Arnold:  With the way the Japanese promotions are going business-wise, do you expect to use any foreign talent for NECW in the future?

Sheldon Goldberg:  I would love to be able to bring foreign talent here and send some of our talent there.   We had "The Anarchist" Doug Williams here from England this past September, and we hope he'll be back for a visit.  There is a great tag team called The All Knighters from Canada, that were trained by the Harts, who I would love to bring in.  Once we have TV, I am going to actively look to make alliances with overseas groups.  I would love to work with some of the Japanese groups.  I had some history with Michinoku, helping bring Great Sasuke and company into the U.S.  I would love to work with New Japan.  I think a group like ours would be a good fit with them on a number of levels.   Once we have a bit more exposure, you will see us get more aggressive in that direction.  As much as we are a regional company and expect to stay that way, pro wrestling is a world wide business and having a world view of it is important if we're going to be something substanial as a company.

Zach Arnold:  Who are some of the people that help out NECW at the shows, tape the shows, book the shows, and referee the shows?

Sheldon Goldberg:  Scott Dickinson, who is a former WCW referee, is our talent coordinator or booker.  Michael Breen is our promoter in Connecticut.  Rick Lannon is a referee for us.  Ron Lemieux is our ring announcer.  Tanya Cornell is our photographer and has been videotaping the shows for us.  Sam Venator is a videographer who has been helping us.   Mike Grimaldi has helped with the video and photography too.  There are others like Brad Greenfield and Jack King who do security, sell tickets, etc.  It's a good group and we're growing.

Zach Arnold:  As far as national exposure, both in America and in Japan, what national attention has NECW received so far?  Second, does NECW have contacts with people in the Japanese press who can give the group international exposure?

Sheldon Goldberg:  We've been in WOW Magazine and had a two page feature in the new WOW Xtra. 

We're starting to get some local media attention.  We're involved in a forthcoming special on New England Sports Network on wrestling in New England and the Boston area Tab Newspapers are doing a story on us soon.  I've had good relationships with many of the Japanese photographers who cover the U.S.  Shun Yamaguchi is a long time friend.  He shoots for Gong.  Cage Nakayama, who shoots for Weekly Pro.  I've known George Napolitano, who does a number of U.S. magazines for a long time too.  And of course, there is WOW and Bill Apter, who has been very supportive of NECW.

Zach Arnold:  Now, for those who live outside of the New England, could you tell wrestling fans exactly what cities/markets you are aiming for in New England and exactly what cities do you hope to make as "home bases"?

Sheldon Goldberg:  Well, eventually, we will be running throughout the six New England states.  I live in Boston, and Good Time Emporium, where we're running shows regularly is right over the
Boston line.  We're going to be starting up a regular venue in the Hartford area soon and hope to be opening up Maine before too long also.  But we're not going to stop until we've got a solid circuit going throughout the New England region.

Zach Arnold:  On the NECW website, two sponsors that are prominently shown and mentioned are Budweiser & WBCN.  What exactly is their involvement, and what are the future plans with both parties?  Who will be representing WBCN at your shows and what exactly will they do promotional-wise?

Sheldon Goldberg:   Budweiser has basically supplied us with promotion and advertising assistance, bringing WBCN to the table.  Cali, who is an on-air personality with WBCN as well as being involved in promotion, will be at the show.  He will be doing some contests and giving people the chance to win prizes.  Budweiser will be sending one of their Bud Girls to do the same.  WBCN will be giving tickets away on the air and has already started plugging the show on their web site, which has a pretty substantial wrestling section.

Having both of them involved with us (Budweiser and WBCN) is a huge boost.  It's a real statement that they think we're something a cut above the rest and we're very grateful to both. 

Zach Arnold:  Finally, what do you see for New England Championship Wrestling in the year 2001?  What are your goals in terms of how many shows you will be running, TV distribution, etc.?

Sheldon Goldberg:  I hope to see us do between 20 and 30 live events this year.   We have already made some great strides.  We have been able to attract some sponsorship and some media attention.  I am actively starting to look for financing to give us the resources to accomplish our goal of being an impact player in this industry. 

As far as TV goes, I want the financing and the resources to do it right.  You never get a second chance to make a first impression.  I'm not saying we're going to do a WWF-quality production, but I want to be able to put out a weekly TV show that is competitive with people's expectations of professional television.  I'm determined to marshal the resources to do that.

I think 2001 is going to be a great year for NECW.  Without a doubt in my mind, we're going to turn heads and kick ass.

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