It is surprising how many of these 1933 Colorado UR license plate tags have survived the passage of years, especially since the program that spawned them was itself around for such a short period of time. What is in short supply, however, is readily available information about the history of these tags.
Colorado began issuing these UR automobile tags on September 1, 1933, as a means of raising “unemployment relief” funds in the midst of the Great Depression. The tags were purchased at the county courthouse, and the cost was based upon the value of the automobile, ranging from $2 for a car valued at less than $50 to a fee of $60 for a car valued at more than $5,000. The money collected was to be credited to a county emergency relief fund and expended by county commissioners for direct relief of the unemployed. When the fee was paid, the taxpayer was given the metal tag with instructions to affix it to the rear license plate of his or her car.
Enforcement was left up to the counties. The plan was for police officers to enforce the tax law in the same manner as regular motor license laws, meaning they could prevent a car from operating on public roads if the metal tag was not present on the rear license plate. The state also had a club to encourage enforcement; unless the law was enforced and the tax collected, other relief funds would be withheld from the county. Many civic organizations also got involved by making collection of the tax a major project, urging fellow citizens to pay it as evidence of “patriotism and good citizenship.” There was only one problem with this approach: the law was unconstitutional, and the Colorado Supreme Court ruled it as such the very next month. In Walker v. Bedford, a decision the American Automobile Association called “truly epochal,” the court ruled that the law violated two sections of the state constitution, one that prohibited the creation of a tax for county purposes, and one that prohibited any tax that was not uniform on all classes of property.
Car owners who had already paid the tax were issued refunds, but they were apparently allowed to keep the tags because there are so many still around. There are currently at least six listed for sale on eBay, and they do not command much of a price, probably because of the less than illustrious history.
Finally, just for fun, this is an excerpt from the January 8, 1933, issue of the Omaha World Herald highlighting some of the new automobiles offered for 1933.
Over the last several weeks, we traveled the highways and byways in search of car parts on the Highway 36 Treasure Hunt, the Nebraska Junk Jaunt, and the Highway 136 Trail of Treasures. We found many amazing parts, some of which will be featured here in the coming weeks, but this radiator cap is my favorite find of all:
The seller of this cap did not know what it was, and other shoppers guessed “Rolls Royce” due to the winged “R”. It does not, in fact, belong to a Rolls.
This ornate cap was originally found on a Rockne, manufactured by Rockne Motors Corporation, a Studebaker subsidiary, and named for legendary Notre Dame football coach Knute Rockne after his tragic death. The coach was enroute to Los Angeles when the airplane he was in burst into flames and crashed near Bazaar, Kansas, on March 31, 1931, just days after being named manager of the Studebaker sales promotion department. The coach and the car manufacturer were a natural pairing as Studebaker and Notre Dame were both institutions of South Bend, and Rockne had been traveling the country giving “pep” talks to Studebaker salesmen. One newspaper article said that he was employed by Studebaker to boost sales “through his knowledge of psychology and ability to lead men.”
Studebaker created the new Rockne as a memorial to the late coach, and it was launched in December of 1931. The first one manufactured was presented to Mrs. Knute Rockne, the widow of the coach. At the unveiling, Studebaker president Albert Erskine said, “It seems to be highly fitting that the finest qualities of Knute Rockne, the man, should be so brilliantly reflected and recalled by as fine an automobile as the Rockne Six will be. It is a source of great pride to us and to his family that this new automobile will honor his name and perpetuate his memory.”
The 1932 Rockne was available in two lines, the “65” and the “75,” with prices starting at $585 and $685.
It was a great-looking car, and reasonably priced, but in 1932 it had to compete with the new Ford V8 which was available at even lower prices:
For 1933, the Rockne Six was offered in the Model 10. It is shown as a sedan with suicide doors in the top photo below, and you can just make out the radiator cap:
When Studebaker’s Paul G. Hoffman introduced the 1933 models to a group of Studebaker salesmen and dealers at a Boston meeting in December of 1932, he was quoted as saying, “Our challenge to depression – there they are!”
Unfortunately, the Depression won this one. In Stephen Longstreet’s history of Studebaker, A Century on Wheels, he put it this way: “The Rockne Six was well engineered, well built. It was also low-priced. But even that price was too much for a nation selling apples at street corners.” Although sales were not bad for a brand-new automobile, Studebaker was facing serious financial problems, and the Rockne was not produced after 1933.
Coach Rockne’s personal car was a Studebaker President Eight Victoria. It was reported in September of 1931 that one of Rockne’s former players, John Edward “Jack” Chevigny, had purchased this car from the coach’s widow. Chevigny is the Notre Dame player that made the famous “That’s one for the Gipper” touchdown in Notre Dame’s game against Army on November 10, 1928. Chevigny was also a United States Marine Corps officer, and, tragically, he was killed in action on the first day of the Battle of Iwo Jima.
Sources:
Advertisement. Ford. The Kansas City Star, 31 Mar. 1932, p. 15.
Advertisement. Rockne Six. The Atlanta Journal, 8 Jan. 1933, p. 15.
“Coach Rockne Killed When Plane Crashes.” The Lafayette Sun, 1 Apr. 1931, p. 1.
“Depression Is Challenged Now.” The Boston Globe, 7 Dec. 1932, p. 30.
“First Rockne Auto Is Given to His Widow.” Battle Creek Moon Journal, 23 Dec. 1931, p. 9.
Fraley, Oscar. “Johnny Has Gone to Join the Gipper and the Rock.” The News and Observer [Raleigh, NC], 28 Mar. 1945, p. 9.
“Jack Chevigny Dies on Iwo Jima.” Buffalo Courier Express, 25 Mar 1945, p. 18.
Longstreet, Stephen. A Century on Wheels: The Story of Studebaker, A History, 1852-1952, New York, Henry Holt and Company, 1952.
“Loud Explosion and Spurting Flames in Murky Sky Heralded Disaster Which Claimed Life of Rockne and 7 Others.” Daily American Republic [Poplar Bluff, MO], 31 Mar. 1931, p. 1.
“New Rockne Six Expected To Be 1932 Sensation.” The Fresno Bee, 2 Dec. 1931, p. 12.
“New Studebaker, Rockne Shown.” The Atlanta Journal, 8 Jan. 1933, p. 15.
“Rockne Accepts Studebaker Job.” The South Bend Tribune, 24 Mar. 1931, p. 5.
“Rockne Joins Studebaker.” Press of Atlantic City, 25 Mar. 1931, p. 12.
“Rockne’s Life.” Los Angeles Evening Post Record, 31 Mar. 1931, p. 1.
“Studebaker Announces New ‘Memorial’ Car.” Kansas City Journal, 1 Dec. 1931, p. 10.
“Studebaker Rockne Six Makes Debut.” The Herald Palladium [St. Joseph, MI], 1 Dec. 1931, p. 11.
Whitaker, John. “Speculating In Sports.” The Times [Hammond, IN], 4 Sept. 1931, p. 22.
