The Legacy of Paul H. Helms
From Bakery Routes to Olympic Dreams: An Exploration of a Visionary Life.
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Origins
Birth and Family
Paul Hoy Helms was born on September 19, 1889, in Ottawa, Kansas. His father, Rev. Dr. Elmer Ellsworth Helms, was a Methodist minister. Tragically, his mother, Ora Ella Hoy, passed away when Paul was only three years old, during childbirth. This profound early loss led to Paul moving in with his maternal uncle, William E. "Dummy" Hoy.
Life with "Dummy" Hoy
Paul resided on his uncle's dairy farm in Mount Healthy, Ohio, near Cincinnati. His uncle, William E. "Dummy" Hoy, was a notable figure in Major League Baseball, playing for teams like the Cincinnati Reds and Chicago White Sox. Hoy was deaf-mute and is remembered for his significant career achievements, including leading the 1901 Chicago White Stockings season to an AL pennant. Paul's aunt, Anna Maria, who was also deaf, and their six children, formed the household during this period.
Educational Journey
Helms pursued his education, attending school in Buffalo, New York. He later matriculated at Syracuse University, where he distinguished himself as a coxswain on the university's esteemed crew team. He successfully completed his studies and graduated from Syracuse University in 1912.
Career Trajectory
Early Ventures and Health Challenges
Following his graduation in 1912, Helms embarked on a career as a life insurance agent in Pennsylvania. It was there he met and married Pearl Ellis. After two years, the couple relocated to New York, where Helms ventured into the bakery business. He demonstrated considerable entrepreneurial skill, expanding his operation from a single route to an impressive 200 routes. However, at the age of 37, his burgeoning career was interrupted by poor health, forcing him into early retirement.
Return to Enterprise
In 1928, seeking a change and a fresh start, Helms moved his family to Los Angeles. The vibrant atmosphere and opportunities of Southern California soon reignited his entrepreneurial spirit. Within months of his arrival, he expressed an eagerness to return to work, setting the stage for his most significant venture.
Helms Bakery: A Household Name
Founding and Expansion
On March 2, 1931, Paul Helms established Helms Bakery at the intersection of Venice and Washington in Los Angeles County. Beginning with 32 employees and 11 trucks, the bakery quickly became a beloved institution. The distinctive two-tone custom paint job of the Twincoach Helms bakery trucks is now a piece of automotive history, displayed at the Petersen Automotive Museum in Los Angeles. The original building, which housed Helms' desk, straddles the city line between Culver City and Los Angeles.
Olympic Association
Helms Bakery forged a unique connection with the Olympic Games. In 1932, during the Los Angeles Summer Olympics, Helms secured a contract to supply bread for the men's Olympic Village. Four years later, the German Olympic team requested Helms' bread recipes for the 1936 Summer Olympics in Berlin. This relationship extended to subsequent U.S. Olympic teams in London and Helsinki, who also requested Helms' bread. This association led to the iconic slogan: "Olympic Games Bakers – Choice of Olympic Champions," which was prominently featured on company logos and trucks.
"The First Bread on the Moon"
Helms Bakery's reach extended beyond Earth. In a remarkable feat of logistics and branding, the company secured a contract to furnish bread for the Apollo 11 mission in 1969. This historic involvement made Helms baked goods the "First Bread on the Moon," cementing the bakery's place in both American culinary and space exploration history. The company ceased operations in 1969, just five months after this celestial milestone.
Operational Scale
At its zenith in the 1950s, Helms Bakery operated an extensive network of 950 sales routes, reaching as far north as Fresno and as far south as San Diego. The company offered a vast array of over 150 baked goods and employed 1,850 individuals. Daily production exceeded one million loaves of bread, all delivered directly to homes via the iconic Helms Bakery trucks. In addition to staple breads and pastries, the bakery also produced approximately 150 custom cakes weekly for special occasions.
Olympic Connection
Supplying the Games
Paul Helms' involvement with the Olympic Games began in 1932 when his bakery was contracted to supply bread for the men's Olympic Village during the Los Angeles Summer Olympics. This established a precedent for quality and reliability that would be recognized internationally.
International Recognition
The prestige of Helms Bakery grew when, for the 1936 Summer Olympics in Berlin, the German Olympic team specifically requested Helms' bread recipes. This international endorsement highlighted the quality and reputation Helms had cultivated.
Supporting U.S. Athletes
Helms' commitment to athletes continued with subsequent U.S. Olympic teams. Teams participating in the London and Helsinki Games also requested Helms' bread, underscoring the brand's association with athletic excellence and providing a consistent presence for American Olympians.
The Slogan's Significance
The phrase "Olympic Games Bakers – Choice of Olympic Champions" became more than just a slogan; it was a testament to the quality and trust placed in Helms Bakery. This branding was visibly integrated into the company's identity, appearing on factory signs and painted onto all of their delivery trucks, reinforcing the connection between the bakery and peak athletic performance.
Palm Springs Influence
The Committee of Twenty-Five
Helms was a frequent visitor to Palm Springs, California, where he maintained a second residence at Smoke Tree Ranch. In 1948, recognizing the need for organized civic engagement, Helms co-founded The Committee of Twenty-Five. This influential group comprised prominent permanent and winter residents dedicated to promoting civic activities within Palm Springs. Notable members included leaders from major corporations such as Pacific Mutual Life Insurance Co., Marine Trust Co., Bank of America, and S.C. Johnson & Son.
Hosting President Eisenhower
In a significant event demonstrating his influence and commitment to the community, Helms hosted President Dwight D. Eisenhower and the First Lady for a week-long vacation at his Smoke Tree Ranch residence in February 1954. This visit transformed Helms' home into the "Western White House." The President was formally welcomed by California Governor Goodwin Knight and Palm Springs Mayor Florian Boyd, highlighting the national importance of the occasion.
Philanthropy and Sports
Helms Athletic Foundation
Paul Helms, alongside Bill Schroeder, established the Helms Athletic Foundation on October 15, 1936. Helms articulated the foundation's mission with heartfelt dedication: "This foundation is dedicated to the boys and girls of the finest nation in the world." The foundation played a pivotal role in recognizing athletic achievement, particularly in college sports.
Recognizing Champions
The Helms Athletic Foundation retrospectively named national champions in college basketball from 1901 to 1941 and continued to select champions for years when post-season tournaments like the NIT and NCAA were held. While the foundation ceased its player-of-the-year awards after Larry Bird in the 1978-79 season, its legacy in documenting and honoring collegiate athletic excellence persisted until its dissolution in 1982. Its historical holdings were later absorbed by the LA84 Foundation.
Helms Hall: A Sports Archive
Helms provided the crucial funding for Helms Hall, a dedicated facility designed to house and preserve an unparalleled collection of sports memorabilia. Described as containing "the most complete collection of trophies, awards, sports mementos, photographs in the world" and "the most complete sports library in the world," Helms Hall became a significant archive. It preserved items such as Jesse Owens' shoes, uniforms of sports legends like Babe Ruth, and artifacts from Olympic Games, underscoring Helms' commitment to sports history.
Enduring Legacy
Athletic Recognition
Through the Helms Athletic Foundation, Paul Helms significantly contributed to the recognition and documentation of athletic achievements, particularly in collegiate sports. His efforts provided a framework for honoring athletes and teams, creating a lasting record of sports history.
Cultural Preservation
The establishment of Helms Hall demonstrated Helms' dedication to preserving sports heritage. By curating a vast collection of artifacts and literature, he ensured that the stories and achievements of athletes and significant sporting events would be accessible for future generations.
Entrepreneurial Spirit
Helms' success with Helms Bakery showcased his entrepreneurial acumen and dedication to quality and service. The bakery's widespread recognition and iconic delivery trucks became synonymous with a bygone era of American business, leaving a memorable imprint on Southern California's cultural landscape.
Civic Engagement
His involvement in the Committee of Twenty-Five in Palm Springs highlighted his commitment to community development and civic participation, demonstrating a broader vision beyond his business and philanthropic endeavors.
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