Continuing the story of the 1983-84 Los Angeles Olympic coins...Don Gartland, representing the selected marketer of the coin program, was next up during the Hearing. He presented "the structure of the marketing program" and "the marketing tasks."
In outlining the decision to develop 29 designs for the coin program, Gartland stated:
"...a coin program with multiple designs and series and denominations and metal contents can use a wide range of imaginative themes and subthemes in the very design of the coins. But I think most importantly, the reason that we are so much in favor of the program as it now constituted, is that the multiple designs and denominations will permit us to reach the widest possible market segments both here in the United States and abroad. The experience of previous Olympic programs has demonstrated that coin purchasers usually do not buy every coin issued. [IMO, many collectors can't afford too!] Rather, they tend to buy some subset in which they are particularly interested. A multicoin program enables the coins to be designed and priced to permit the entire public to purchase those coins in which they are most interested and which they can afford. Within limits,the greater the variety of coins, the greater the number of market segments which can be reached, and therefore the greater number which can be sold."Regarding the marketing tasks associated with the proposed program, Gartland offered:
"Management of the program will require skillful performance of a large number of marketing tasks; a worldwide information network to monitor demand will have to be maintained. The volume of financial transactions associated with the coin program is indeed a very large one. Contractual arrangements will have to be made with literally hundreds of companies in all parts of the world. A high degree of financial, legal and management skills is required to insure that a program of this magnitude operates smoothly and efficiently, and this expertise will have to be available immediately."
"Active marketing of these plans will have to commence promptly. There will be no opportunity for someone to learn how to manage or implement an Olympic coin program. There will be little margin for error or for wasted time."Gartland's testimony seemed like a bit of a scare tactic to me - an attempt to frighten Senators into approving the bill as written!
(Also, it sounds to me a bit like writing a Job Description based on the specific skills of a known individual - one that the hiring manager has already decided to hire!)
After Gartland completed his testimony, the Committee asked a few questions of Ueberroth, Usher and Gartland as a group. Senator Cranston kicked things off with a qustion regarding what led to the recommendation for a coin program featuring 29 coin designs.
Mr. Gartland responded with,
"It's really designed to appeal to all market strata...it is really designed to maximize our ability to reach the widest number of people and sell the greatest number of coins..."Senator Cranston then asked,
"Would the marketing techniques be less sophisticated and therefore less costly, and the manufacturing costs less, if there were less designs?
Gartland responded,
"On the question of marketing costs, actually I believe if there were less coins the marketing costs would be higher. As Mr. Usher pointed out earlier, we are in direct mail which is the fundamental approach in the United States. We spend our money up front to convince and to persuade a customer to collect the coins. The break-even on that kind of advertising does not come until far into the life of the customer, sometimes 2 years after or 1-1/2 years after the collection began. With fewer coins, the ability to spend the money to reach that customer is not good." Senator Cranston asked quite a few questions of Ueberroth, Usher and Gartland as he tried to fully understand the coin program and the implications of its provisions. It seems clear from Cranston's line of questioning that while he may have sponsored the bill, he was not its author nor did he have a full grasp on it.
Note: The extensive Q&A that followed in the Hearing is beyond my scope here, but suffice it to say, the coin program representatives did not waiver in supporting the structure of the program they had planned (i.e., 29 coin designs, private marketing partner, complete control over pricing and distribution, etc.). For me personally, the marketers left me with the feeling that they were pushing a 'product' that just happened to be coins. I never got the sense they liked/enjoyed the hobby (or were invested in it), it was all just viewed as a product marketing challenge for them.Up next were a group of former US Olympic athletes who were present to show their support for the Olympic Coin Act. Two-time Gold Medal winner in the Decathlon (1948, 1952), Robert Mathias, served as the unofficial spokesman for the group, but each athlete testified.
In addition to Mathias, the other athletes present were Wilma Rudolph, three-time Gold Medal winner at the 1960 Olympics, Mike Eruzione, a member of the Gold Medal winning 1980 US Men's Ice Hockey (of "Miracle on Ice" fame) and Donna DeVarona who won two Gold Medals in swimming at the 1964 Olympics.
As would be expected, each athlete voiced their support for the coin program and urged its passage. Each believed the funds raised would be of great benefit to the athletes who participate in the Olympics on behalf of the United States.
Mathias concluded the group's testimony with:
"We athletes are not asking for a Government handout. All we want is a chance to go out and earn money to support our programs...
"We have asked for little in return. Now we ask for this once-in-a-lifetime opportunity to raise enough money so that others can share in our successes and have their own chance to compete and to win."The
Numismatists were next to be heard from, with George Hatie, President of the American Numismatic Association, up first. IMO, he provided a reasoned counterargument vs. the marketers on behalf of collectors:
"There are certain matters of concern to coin collectors. First, we are talking about a total of 29 different designs, plus 24 proof coins, for an aggregate amount of 53 coins. We do not know what the cost will be to collectors, but a coin collector likes to have either a complete set of commemoratives, or a complete Type Set of US coins and I could envision maybe a total expenditure of as much as $5,000, when you consider 16 gold coins, counting both uncirculated and proof, and 32 silver coins."Hatie continued,
"One phase of the bill that disturbs me is the fact that it would divest the US Government and the Secretary of the Treasury of any right to participate in the determining the prices that are being charged for the coins to the general public...I would suggest that this bill include some provision that would give the Secretary of the Treasury the right to have some control over the price of US coins to the American public."[...]
"I'm concerned about the artistry of US coinage. I consider that some of these Russian coins and some of these Canadian coins remind me of Crackerjack (R) prizes. They are not artistic."[...]
"I think consideration should be given - my next point - to the mint handling these coins, at least within the United States. By 'handling', I mean marketing, of course. I might say that the US Mint has a fine record for marketing medals and coins."Though he didn't mention it during his live testimony, Hatie's written statement that was submitted for the record, offered:
"It is recommended that the Olympic commemorative coin issued be limited to uncirculated and proof specimens of one gold coin and one silver coin and that the sale thereof be conducted by the United States Mint or other appropriate Government agency."Taking an opposing view was coin dealer and author Arthur Frieberg. He was in favor of the Olympic Coin Act as written and stated:
"I'm pleased to be asked to testify here, because it's important for this committee to realize that the concept of an Olympic coin program in gold, silver, and copper/nickel clad coins is something that can only benefit collectors, dealers, sports enthusiasts, athletes, the Olympics, and the Nation as a whole."He also stated,
"The Olympic coin program contained in [this bill] that you're considering this morning is quite plainly not designed for coin collectors but rather for the general public. It's the very type of program that will appeal to the public at large. Note: Time has shown that the majority of US commemorative coins are purchased by coin collectors vs. the general public.Chet Krause, President of Krause Publications, was the last of the numismatists to testify before the Committee. He offered no nonsense testimony that, among other things, declared that the proposed coin program, as written, would not be able to raise the promised funds ($200 million).
At the same time, he offered an alternative coin program that he believed would raise in excess of $200 million. His proposal:
- Three silver half dollars, issued one per year in 1982, 1983 and 1984 - to be struck in Proof and Uncirculated qualities
- One Proof Gold coin (denomination not specified)
Overall, the program would consist of four designs on seven coins with two finishes.
Krause also called into question the "success" stories regarding the Montreal and Moscow Games coin programs, indicating that many knowledgeable members of the numismatic community consider them failures. He pointed to the then-recent below face value offer prices for the Canadian series as evidence.
Note: The Montreal coin program itself was a sales success, it sold tens of thousands of coins and raised over $290 million, but this amount did not come close to covering the cost of the Games. The Games cost more than $1.6 billion, more than five times the amount raised by the coins. It took Montreal 30 years to pay off its 1976 Montreal Olympic Games debt, making its final payment in 2006.A written statement from Grover Criswell was entered into the record after the live testimony of the other numismatists was completed. The former
ANA President supported the proposed Olympic coin program, stating "I believe it is not only a necessary bill that will aid the Olympic athletes, but will also popularize coin collecting among millions of Americans who presently do not know about the joys of numismatics."
In wrapping up the Hearing, Senator Cranston noted the differences of opinion among the hobby leaders and left them with:
"I've raised some of the same questions that you've raised about the bill. I put the bill in at the request of LA committee. Basically, I'm supportive. I have questions about some parts of it. I'm confident we can work out a bill that will be effective."Changes to the bill were certainly a comin'!
See
1983-84 Los Angeles Olympics - 1981 House Alternatives to continue the story of the Olympic Coin Act for the 1984 Los Angeles Olympics.
For other of my posts about commemorative coins and medals, including more modern commemorative coin stories, see:
Commems Collection 
Posted 04/30/2026 09:59 am
