50-Year History of Lawry's Beef Bowl

Silverback Books, Inc. announced Feb. 8 that it will develop and publish a specialized photo-centric 50th anniversary book for publication in Fall 2005 detailing Lawry's Restaurants, Inc. long-term relationship with the Pasadena Tournament of Roses and the annual Rose Bowl game through their annual Beef Bowls.

Richard N. Frank, the second-generation chairman of Lawry's, founded the "Lawry's Beef Bowl," a two-part pre-Rose Bowl special event back in 1956. Iowa and Oregon State were the first two schools to participate in the now-legendary event that has since hosted Big Ten Conference and Pacific-10 Conference schools in its first 50 years, with USC and Michigan leading the way with the most appearances.

Recently, because of the Bowl Championship Series tie-in, three Big 12 Conference schools have also been participants (Texas, Oklahoma, and Nebraska) along with former Big East Conference powerhouse University of Miami (now a member of the Atlantic Coast Conference). To put the Lawry's Beef Bowl into proper historical perspective, the event has been in existence longer than any bowl game besides the Rose Bowl, the Orange Bowl, the Cotton Bowl and the Sugar Bowl.

"This book is compelling for more than just the obvious reasons," said Howard Cohl, executive vice president of Silverback Books. "The Rose Bowl is the story of legendary coaches, and college athletes who became heroes in the heat of battle during monumental match-ups in the greatest bowl tradition ever. Over the years, the Lawry's Beef Bowl became an important part of this tradition serving as the proverbial rite of passage for gridiron gladiators in quest of Big Game glory."

Tentatively titled "Road to the Rose Bowl: 50 Years of Lawry's Beef Bowl," the book will feature photos from the Lawry's events, Rose Bowl games, Tournament of Roses Parade, behind-the-scenes snapshots, quotes, anecdotes, facts, and other pertinent historical information. Customized versions of the dust jacket might also be available for each school.

"We are very pleased to be the subject of this book. There are certainly many interesting subplots to the overall story," said Richard N. Frank, Chairman of Lawry's Restaurants, Inc. "We also appreciate the gracious assistance of the Tournament of Roses. It would be impossible for this story to be told accurately without being able to tap into the plethora of photos and information from their extensive historical archive."

About Silverback Books, Inc.

Silverback Books is a leading publishing company with offices in San Francisco and Los Angeles. Silverback specializes in cooking, lifestyle, "how-to," health and wellness topics, and features a branded book division with clients including Nestle, Macy's, Bon Jour, Trudeau, Swissmar, HEB, The Whitaker Wellness Institute, Phillips Health International, ZonePerfect, and Schwab's.

About Lawry's Restaurants, Inc.

Lawry's The Prime Rib was established in Beverly Hills in 1938 by Lawrence L. Frank and Walter Van de Kamp. Through the years, the basic elements of Lawry's The Prime Rib have remained virtually unchanged. It is still a family business, and although modifications and improvements have been made to meet today's demands, the meals served remain timeless—and still very much Lawry's. Today, there are seven additional Lawry's The Prime Rib restaurants, including three U.S. locations in Chicago, Dallas, and Las Vegas, and four in the Asia Pacific region, with two more planned. The parent company, Lawry's Restaurants, Inc. also owns and operates the Five Crowns, the Tam O'Shanter, and Lawry's Carvery in Southern California.

For more information, contact:
Silverback Books, Inc. 310-479-1556: Sarah Arak (sarah@silverbackbooks.com) SCC, 310-497-8049: Todd Erickson, (trerickson@comcast.net)

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