The Schonz is hanging up his microphone
Legendary broadcaster Bill Schonely is set to retire from the Trail Blazers on June 30
Updated 3/9/2022 11:58 PM
The Trail Blazers’ “Voice of God” has delivered his final sermon.
Bill Schonely is announcing his retirement as ambassador and broadcaster emeritus of the Trail Blazers effective June 30, when his current contract ends.
“The Schonz” is the last man standing from the skeleton crew of employees hired by team founder Harry Glickman for Portland’s debut into the NBA — and the big leagues — in 1970.
Schonely told Blazers team president Dewayne Hankins of his plans in a Wednesday morning phone conversation.
“It’s a done deal,” Schonely told me. “It’s a sad day for me, but it’s time. They don’t need me anymore. I’m coming up on 93 (years of age on June 1). I don’t think they want me to do this, but I have to. I wish I could stay longer but it’s just time. How many people are still doing it at 93? Not too many.”
Schonely called more than 2,500 radio and TV broadcasts of Blazer games from 1970-98. He missed 25 games during the 1982-83 season for heart bypass surgery following a heart attack in 1981. Other than that, he was behind a microphone for every game through Portland’s first 28 seasons.
The Schonz was forced out of his radio play-by-play job after the 1997-98 season at age 69, with Bob Whitsitt (team president), Bert Kolde (owner Paul Allen’s right-hand man) and Harry Hutt (senior vice president/marketing) applying their heft behind the decision. Too old, they said. Time for a change.
That set off a revolt by Blazer fans, who loved their beloved broadcaster and loudly protested one of the most ill-advised decisions in franchise history. It didn’t change things, though it left a permanent black eye on the organization. Hutt explained that Schonely would still be “heavily” involved with the broadcast teams, doing radio and TV specials along with other duties.
Schonely completed his contract in 2000, doing radio and TV specials and other non-play-by-play duties. He left the club to do radio play-by-play for the Pacific Coast League Portland Beavers for three seasons, then was welcomed back by new team president Steve Patterson as an ambassador in 2003. Schonely had his mike retired that season, which meant a great deal to him. But it didn’t erase the hurt of having the job he loved taken away from him for no good reason.
In the years since, Schonely has had a variety of broadcasting duties, primarily radio vignettes of games past, lead-ins to talk shows and game broadcasts and commercial reads. His main responsibility, though, has been as good-will ambassador of the club to the many thousands of fans who continue to adore him. He has been a constant presence at Moda Center during games, visiting “Schonely’s 10 Barrel Taproom” pregame to press flesh, pose for photos and enjoy a glass of Chardonnay.
Over the past couple of years, Schonely has slowed down physically. Heart issues have popped up occasionally. He had his left hip replaced four years ago and is experiencing problems with the right hip now.
“I have a procedure coming up on Friday that is supposed to make it better,” says Schonely, who hopes he will be able to then shed the cane he has used to help him walk in recent months.
Health “played a part in my decision,” he says. “It’s tougher to get around. It happens when you’re my age.”
The Blazers have not used him for any broadcasting duties the past two years. It’s more about mobility and getting him places than performance. His voice is as strong, clear and pure as ever. Last year, he narrated a 17-minute video put together by my brother, Brent, for a retirement “roast” event for yours truly. The Schonz nailed it. Nobody could have done it better.
Schonely loved being in the broadcast spotlight and misses the thrill of calling games. He’ll miss other things about his association with the Blazers in retirement.
“No 1, the camaraderie I’ve had all these years with the coaches, players and team employees,” he says. “The organization was wonderful, for the most part. I feel bad about what is going on with the team right now, but I know down the line they’ll right the ship and they’ll do well.”
The highlights of his five decades with the Blazers were the championship season of 1976-77 and the following year, when the club began the season 50-10 before injuries caused the roster to crumble.
“We won a championship in our seventh year of existence,” Schonely says. “That had never happened. There have been a lot of other highlights. The Rick Adelman years and those two seasons in the Finals. Jack Ramsay, God bless his soul. I miss players who are gone, especially Jerome Kersey and Maurice Lucas. But oh, it’s been fun.”
In 2012, Schonely won the prestigious Curt Gowdy Award, presented to a member of the media whose efforts have made a significant contribution to the game of basketball at the Naismith Hall of Fame induction ceremony in Springfield, Mass.
“That came out of the blue,” he says. “All I did through the years was sit down and call the games and, all of a sudden, wow — I’m in the Hall of Fame. That’s right up there with any career highlights. It might even be No. 1. In fact, it probably is.”
It’s no stretch to say Schonely is the most popular figure in Blazer history. He has emceed hundreds of charity events at no charge through the years. He is only too happy to visit with fans, to listen to a story, to shake their hands, to pose for pictures. He is going to miss that interaction with the public, who regard him as a local treasure.
“Oh my goodness, they have been wonderful to me,” he says. “They’ve stood by me. They’ve let me know what they think in person and in writing. Without the fans, you don’t have anything. My basic thing through my broadcasting career was to tell the story. They seemed to like that.”
During the first season, Schonely first uttered the words “Rip City!” describing a basket by the Blazers’ Jim Barnett. It became more than a catch phrase; it became the identity of the franchise and the city of Portland, perhaps more so than the official nickname, “The City of Roses.”
Over the years, the Blazers have used the phrase in a high percentage of their marketing endeavors. “Rip City” has been registered as a trademark by the Blazers since 2009. Fans buy merchandise during games at Moda Center at “Rip City Clothing Co.” The Rip City logo is atop the home page of trailblazersfanshop.com.
Schonely has never received a dime for the slogan he created.
“I’d like a sum of money from the Blazers for what that has meant to the organization,” he says. “I’d like to think I deserve it.”
The Blazers haven’t yet committed to that. They are, however, throwing a farewell party for him on April 10 at Moda during the team’s final regular-season game of the season against Utah.
It might be the last time the fans will have a chance to see “The Schonz.” He and wife Dottie — who will celebrate their 31st wedding anniversary next Wednesday — are planning a move back to their hometown of Norristown, Pa.
“We grew up there together as childhood sweethearts,” he says. “We both have family members who still live in the area. We would like to go back home. If we do, we’ll miss it here. I moved to the Northwest in 1955 when I moved to Seattle. I’ve been in Portland since 1970. It’s been a sensational place to live.”
For now, Schonely is focusing on his retirement.
“It’s finally over,” he says. “Not only for my time with the Blazers, but my broadcasting career. It’s time to move on. I’ve made my share of free throws, and that’s it.”
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