Alonzo Herndon Stadium, inaugurated in 1948 on the Morris Brown College campus in Atlanta, Georgia, stands as a significant landmark. With a seating capacity of 15,011, it is the largest stadium among the institutions in the Atlanta University Center and is distinctive for its stands on both sides. Named after Alonzo Herndon, the stadium pays tribute to Atlanta’s first Black millionaire and the founder of the Atlanta Life Insurance Company, epitomizing a true rags-to-riches story.
Born into slavery in 1858 in Walton County, Georgia, Alonzo Franklin Herndon was the son of Sophenie, an enslaved woman, and likely Frank Herndon, a wealthy slaveholder who never acknowledged Alonzo as his son. Alonzo was one of 25 slaves owned by Frank Herndon. In 1865, after the Civil War, seven-year-old Alonzo, his family, and other slaves were emancipated. His family, including his mother, her parents, and his younger brother, were left destitute, and Alonzo adopted his presumed father’s surname.
Growing up, Alonzo worked various jobs to help support his family, which primarily worked as sharecroppers in Social Circle, Georgia, about 40 miles east of Atlanta. At 20, with just $11 in savings and about a year of formal schooling, he left Social Circle on foot in 1878. He moved to Senoia, Georgia, where he worked as a farmhand and began learning the barber trade. African American barbers were popular among White men at the time, and Alonzo quickly built a good reputation. He opened his first barbershop in Jonesboro and gradually expanded his business.
After working in another Black barber’s shop in Atlanta, Alonzo opened three of his own barbershops in the city, including a luxurious one at 66 Peachtree Street. His upscale shops catered to an elite clientele, including judges, businessmen, lawyers, and even presidents. However, during the 1906 Atlanta race riot, one of his large, refined barbershops that served White customers was damaged by rioters.
Despite these challenges, Herndon diversified his business interests and made substantial investments in real estate and insurance. In 1905, he purchased a failing mutual aid association and transformed it into the Atlanta Life Insurance Company, which became one of the most successful African American-owned businesses in the United States. Herndon’s legacy is marked by his business acumen and his contributions to the economic empowerment of the African American community.
In 1893, Alonzo Herndon married Adrienne Elizabeth McNeil, a professor at Atlanta University who played a significant role in his education and refinement. The couple had one son, Norris B. Herndon. After Adrienne’s death in 1910, Alonzo married Jessie Gillespie from Chicago. Norris followed in his father’s footsteps, attending Atlanta University and Harvard Business School before joining the family business. The Herndon family were active members of the First Congregational Church in Atlanta, a church known for its support of Clark University and other American Missionary Association schools.
Alonzo Herndon founded the Atlanta Life Insurance Company, which grew to become the largest African American-owned insurance company in the nation, making him a millionaire. He initially ventured into real estate before entering the insurance business in 1905 by purchasing a failing mutual aid association. This move came after Georgia increased capital requirements for such businesses, and local ministers had urged him to acquire the company for the benefit of the Black community. He subsequently incorporated it as the Atlanta Mutual Insurance Association.
The growth of the Atlanta Life Insurance Company was marked by Herndon’s vision and leadership. Under his guidance, the company expanded its operations and played a crucial role in providing financial security and services to African Americans, who were often excluded from such opportunities by mainstream companies. The success of Atlanta Life Insurance not only solidified Herndon’s status as a pioneer in African American entrepreneurship but also contributed significantly to the economic empowerment of the Black community in the early 20th century.
By 1916, Alonzo Herndon’s firm was reorganized as a stock company with a capital of $25,000, most of which Herndon himself provided. In 1922, it was renamed Atlanta Life Insurance Company and became one of only five African American insurance companies to achieve legal reserve status at the time. The business flourished, expanding into Alabama, Florida, Kansas, Kentucky, Missouri, Tennessee, and Texas. Alonzo Herndon passed away in Atlanta on July 21, 1927, at the age of 69, and was honored by his fraternity, Alpha Phi Alpha. His son, Norris B. Herndon, took over the company, transforming it into a vast empire and leading it until his death in 1955.
In 1940, Atlanta University deeded its former campus and historic buildings to Morris Brown College for $1, enabling Morris Brown to join other HBCUs near Vine City and West End, sparking a period of significant development. In 1947, construction began on Herndon Stadium on land donated by Alonzo Herndon. The stadium hosted its first event in December 1947, a post-season game against the Virginia State College Trojans. Herndon Stadium was officially dedicated on September 24, 1948, during the first home game of the season when Morris Brown played the Alabama State Hornets.
Herndon Stadium stands as a testament to Alonzo Herndon’s legacy and contributions. It reflects the resilience and progress of the African American community in Atlanta, symbolizing the achievements and aspirations of HBCUs and their role in advancing education and opportunities for African Americans. The stadium’s historical significance is rooted in its connection to Herndon’s life, his business acumen, and his commitment to community upliftment.
The crisis faced by Morris Brown College in the early 2000s had a profound impact on Herndon Stadium and the broader campus. With the loss of accreditation and subsequent financial struggles, the college was unable to maintain its facilities adequately, including the stadium. The discontinuation of the athletics program and the decline in enrollment led to neglect and disrepair, affecting the infrastructure and functionality of Herndon Stadium.
The stadium’s decline mirrored the challenges facing the college as a whole, reflecting the broader consequences of financial mismanagement and institutional instability. Without the necessary resources and support, Herndon Stadium’s role as a venue for university and collegiate events became increasingly compromised.
Despite its historical significance and past prominence as a venue for major sporting events, such as field hockey competitions during the 1996 Summer Olympics, Herndon Stadium’s deterioration mirrored the decline of Morris Brown College during a period of turmoil and uncertainty.
The evolution of Alonzo Herndon Stadium reflects the changing dynamics of Morris Brown College and its surrounding community. From its origins as a landmark venue on the college campus to its later role as a site for professional soccer matches and a backdrop for cinematic productions, the stadium has witnessed a diverse array of events and activities.
However, financial challenges and shifting priorities led to the sale of Herndon Stadium in 2014, marking a significant development in its history. The decision sparked debates over historic property rights and land-use agreements, highlighting the complexities surrounding the management of institutional assets and community interests.
The recent announcement regarding the potential restoration and transformation of Herndon Stadium into a modern soccer arena signifies a new chapter for the iconic venue. As discussions unfold between city leaders and FIFA World Cup advisors, there is an opportunity to revitalize Herndon Stadium, preserving its historical significance while adapting it to meet the demands of contemporary sports and entertainment.
If these plans come to fruition, Herndon Stadium could once again become a focal point for athletic excellence and community engagement, ensuring its legacy endures for generations to come.
Photography By: Leland Kent of Abandoned Southeast