Lee Aubrey "Speed" Riggs
Speed Riggs | |
|---|---|
| Born | Lee Aubrey Riggs Template:Birth date Silverdale, North Carolina, U.S. |
| Died | February 1, 1987 (aged 79) Goldsboro, North Carolina, U.S. |
| Occupation(s) | Tobacco auctioneer, radio personality |
| Years active | 1925–1969 |
| Known for | Voice of Lucky Strike cigarettes on radio programs such as Your Lucky Strike Hit Parade and The Lucky Strike Program with Jack Benny |
Lee Aubrey “Speed” Riggs (February 18, 1907 – February 1, 1987) was a prominent American tobacco auctioneer who operated out of Durham, North Carolina. For more than thirty years, Riggs served as the distinctive voice behind Lucky Strike cigarettes on radio programs such as Your Lucky Strike Hit Parade and The Lucky Strike Program with Jack Benny, acting as a representative of the American Tobacco Company. His professional tenure concluded in 1969 when the United States Federal Trade Commission prohibited tobacco advertising on broadcast platforms.
Following this, Riggs moved to California and established “Your Community Fund,” a charitable organization dedicated to providing vocational training for children with disabilities. He is remembered as a key figure in the tobacco advertising landscape of mid-20th-century mass media.
Early years
Riggs was born on February 18, 1907, in Silverdale, North Carolina, into a family engaged in tobacco farming. In 1921, his family relocated to Goldsboro, North Carolina, where his father launched a truck farming enterprise. After completing sixth grade, Riggs left formal education to assist with agricultural work but found little fulfillment in this line of labor.
His interest was sparked at age fourteen during a visit to the Faison Produce Auction in Sampson County, North Carolina, where he became fascinated by the rapid-fire delivery of auctioneers. He devoted himself to practicing continuously, ultimately achieving a speaking speed of 469 words per minute—a pace regarded as a world record at that time.
Reflecting on those formative years, Riggs recounted his daily practice from ages fourteen through eighteen despite his family’s disapproval:
"I would walk along fences and sell the fence posts. I would sell mailboxes and trees as we passed by... At night, sometimes I’d lie in bed with my head under the covers humming a chant. Nothing else in my life... held my attention like an auctioneer’s chant. I was certain that someday someone would hire me to sell produce."
At eighteen, Riggs began his career as a produce auctioneer at Faison Market. While he took pleasure in refining his skills there, he aspired to the faster tempo of tobacco auctions and continued to build his expertise until better opportunities emerged.
Liberty Tobacco Warehouse
During the late 19th century, the introduction of the loose-leaf auction system transformed tobacco sales across Virginia and The Carolinas, replacing earlier methods that were prone to fraudulent practices involving tobacco barrels known as “hogsheads.” Farmers delivered their crops to warehouses where tobacco piles were arranged for inspection by buyers—often agents of major corporations such as American Tobacco Company—before bidding commenced. These auctions evolved into significant events requiring expert auctioneers to handle growing volumes efficiently. Between 1870 and 1929, auction sales increased dramatically from 75 to 400 piles per hour.
In his early twenties, Riggs was employed by Liberty Warehouse in Durham, North Carolina, one of the largest facilities situated on a 2.5-acre property, as a tobacco auctioneer. Renowned for his remarkable speed and proficiency, Riggs elevated auctioneering into a refined craft by selling rapidly while securing premium prices. His signature rhythmic chant at 469 words per minute earned him the nickname “Speed” Riggs and widespread acclaim throughout the Southern United States.
Your Lucky Strike Hit Parade
Following its purchase by the American Tobacco Company in 1905, Lucky Strike cigarettes experienced rapid growth fueled by vigorous marketing efforts. The 1917 campaign featuring the phrase It’s Toasted emphasized a distinctive toasting process that enhanced the flavor. During the 1920s, Lucky Strike directed its advertising toward women, with slogans such as reach for a Lucky instead of a sweet, aiming to attract those concerned with maintaining their figure and prompting confectionery companies to respond with competitive promotions.
By the end of the 1920s, George Washington Hill, president of American Tobacco, allocated $7 million annually to advertising—ranking second only to General Motors. To expand its audience beyond female smokers, Hill became the sponsor of the radio program Your Hit Parade (which was later renamed Your Lucky Strike Hit Parade) beginning in 1935. Nonetheless, the show required a more compelling lead personality.
In 1937, Hill identified Riggs’ auctioneering skills and traveled from New York City to Durham for a live performance. Seeing Riggs’ potential to elevate Lucky Strike’s brand as it approached surpassing Camel cigarettes, Hill offered him a position on the radio show. After some initial reluctance, Riggs agreed and made his debut on December 27, 1937, famously concluding his auction calls with “Sold to American!” By February 1938, Riggs had earned the title “Voice of Lucky Strike” with a contract paying $550 weekly for 22 years.
Riggs’ involvement significantly contributed to Lucky Strike outpacing competitors by a three-to-one ratio within three years. Throughout his 33-year career, he appeared alongside notable entertainers such as Jack Benny, Fred Allen, Kay Kyser, Jack Paar, and vocalist Frank Sinatra in television advertisements. His efforts expanded Lucky Strike’s consumer base and reinforced its dominance in the market.
Beyond promotional work, Riggs used his celebrity status for charitable causes—raising over $17 million in war bonds during World War II and reportedly generating $220 million for various philanthropic initiatives over his lifetime.
Later life
Riggs’ long-standing career concluded following the enactment of the 1970 Public Health Cigarette Smoking Act, which prohibited tobacco advertising on radio and television. Although he never openly condemned the cancellation of his show, his subsequent actions suggested dissatisfaction with this legislation.
In 1981, Riggs advocated for tobacco industry campaigns aimed at recovering lost smokers and opposed restrictions on public smoking. He challenged the established connection between tobacco use and lung cancer, claiming that "anybody can have cancer of the lungs." Riggs expressed deep allegiance to tobacco, crediting it with lifting him from poverty and attributing all his achievements to it.
After cigarette commercials were banned from broadcast media, Riggs dedicated much of his fortune to philanthropy. He established “Your Community Fund” in Fullerton, California—a nonprofit organization committed to training young people with learning disabilities in skilled trades such as furniture crafting. In honor of his contributions to both the tobacco industry and charitable causes, North Carolina proclaimed “Speed Riggs Day” in 1982.
Death
Riggs passed away from congestive heart failure on February 1, 1987, in Goldsboro, North Carolina, at the age of 79.
Legacy
While Riggs may not be widely recognized by the general public following his mid-20th century prominence, his impact within the tobacco sector has continued to earn him respect. On February 27, 2003, he was honored with induction into the North Carolina Agricultural Hall of Fame. The unique approach he brought to auctioneering still serves as an inspiration for current auctioneers.