"It Just Doesn't Get Any Better..."

By Jon Brooks

Rendering of Baxter Arena courtesy of UNO Athletics

On a damp June morning, the University of Nebraska at Omaha held a press event announcing "naming rights" for the heretofore titled "UNO Community Arena."

The event was held at the venue's north parking lot -- a stone's throw from the arena proper. Media, civic dignitaries, staff and other onlookers gathered to find out which entity's philanthropic gift would ultimately win out, and become the name of the massive steel-and-concrete structure that represents the future of UNO Athletics.

While a corporation will have its name emblazoned on UNO's new arena, the family behind the name has a history that embodies what the University of Nebraska at Omaha is all about.

If you were born and raised in Omaha, Baxter Auto stands as a well-known automotive brand in the city. In many respects, their catchy advertising slogan/jingle -- "Baxter...It Just Doesn't Get Any Better!" -- has become implanted into the subconscious of generations of pop-culture savvy Omahans.

The heirs of the late Tal Anderson (former Baxter Auto owner and UNO grad) have maintained the family-owned and operated Baxter brand, and have supported academic and athletic endeavors at the university.

The name of their business will be featured on the university's signature athletic facility, now known as "Baxter Arena."

Tal Anderson's UNO Story
Tal Anderson's history with the University of Nebraska at Omaha started off in similar fashion to that of many local alumni.

He was a student at Omaha University in the late 1950s, attending classes and playing collegiate athletics. He also worked part-time for Baxter to support his way through college.

"UNO Magazine" (a publication of the UNO Alumni Association) profiled Anderson in the Summer 2014 issue.

"Anderson was a two-sport standout for OU then. In 1958, he was among the leading free throw shooters in small college basketball and a leading scorer for the team. On the diamond he was a catcher and part of one of the university’s finest baseball teams ever. The 1959 OU squad went 15-0 and won the Central Intercollegiate Conference regular season title, then finished second in the NAIA national championships.

That said, money was tight as Anderson attended school on a partial scholarship. To make ends meet during his sophomore year, Anderson got a job pumping gas at a Benson Texaco station owned by Johnny Baxter Chrysler Plymouth. Soon thereafter, Anderson sold his first car for Baxter, a 1950 Chevy, to a college friend for $250.

Anderson enjoyed selling cars part time for Baxter so much he left school to do so full time. Shortly thereafter Anderson bought stock in Baxter’s dealership after winning and then selling a new car he had won in a sales contest in the Kansas City area. Eventually, the small-town boy from Stanton, Iowa, a small, farming town just 64 miles southeast of Omaha, built an automotive empire."

Even though Anderson enjoyed tremendous professional success as he climbed up the ladder with Baxter, his academic career wasn't quite finished:

"The partnership between Anderson and Baxter flourished, and by the time Baxter was ready to retire, Anderson had completed his business degree at UNO and owned 49 percent of the company. Anderson bought the other 51 percent of the company..."

The Narrative Exceeds the Donation
In my mind, Tal Anderson seems to epitomize what it means to be UNO student.

Most who attend UNO work for a living. Among the student ranks there also exists a healthy slice of non-traditional students. Many work full-time jobs. Some are married; others have families. They are students returning to finish undergraduate degrees and obtain advanced degrees and certifications.

It is all part of the interesting dynamic that exists at the University of Nebraska at Omaha. Much of UNO's history is about "second chances," and fulfilling its mission as a metropolitan university striving to meet the needs of an ever-changing workforce.

I must admit that Tal Anderson's story was a new one to me (and you all know that Bridget and I are basically obsessed with "all things" UNO).

As an alumni, fan, and fervent supporter of the University of Nebraska at Omaha, I can say with pride that this is a naming partner that goes beyond corporate hyperbole.

Tal Anderson's academic story at the university symbolizes what it means to be a UNO grad, and a Maverick.

Taking it all into account, the "Baxter Arena" name adds a shiny veneer to a campus that doesn't always get the respect it deserves, but is becoming more prestigious by the day.

Well done.

(And no, I am not getting paid by UNO to say these things).