However, it did gain one last bit of notoriety when Dallas-based Southwest Airlines held an arm-wrestling match between chairman Herb Kelleher and Kurt Herwald, chairman of Stevens Aviation, resulting from controversy over Southwest's use of the slogan "Just Plane Smart" (Stevens claimed that it infringed on its own "Plane Smart" slogan).
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From 1948 until 1966, the Sportatorium was also the site of the Big D Jamboree, a weekly country music showcase similar in format to the Grand Ole Opry and Louisiana Hayride; portions of the Jamboree were broadcast nationally on the CBS Radio Network.
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