Shelly Gross

Sheldon Harvey "Shelly" Gross (May 20, 1921 – June 19, 2009) was an American producer and promoter of concerts and theatrical performances, who developed a number of venues in suburban areas outside major cities on the East Coast together with Lee Guber, bringing major stars and diverse entertainment options to local areas that previously could only be seen in major cities at significantly higher prices.

Gross was born on May 20, 1921, in Philadelphia. There he attended Central High School, where he met future partner Lee Guber after the two were seated next to each other in alphabetical order, graduating as valedictorian. After graduating from the University of Pennsylvania in 1942 with a Phi Beta Kappa key, he attended Harvard Law School, but dropped out after coming to the realization that he didn't want to be a lawyer. He enlisted in the United States Navy, serving as a communications officer in the South Pacific and attaining the rank of Lieutenant. After completing his military service, Gross attended Northwestern University, graduating in 1947 with a master's degree in journalism.

His first media job was in Atlantic City, New Jersey, where he was a newscaster on station WFPG-TV. He took a spot at WFIL in Philadelphia, where was recognized as 1954's TV Guide Announcer of the Year. Gross was looking to shift out of television, recalling that the station "had me selling storm windows and beer", making him frustrated by the lack of creativity his position offered.

Gross had remained friendly with Guber, and together with Frank Ford they established the Valley Forge Music Fair in Devon, Pennsylvania in 1955, initially in a circus tent and later replaced by a permanent structure with 2,900 seats built in theater in the round style. The Valley Forge location was shuttered in 1996, leaving Gross conflicted, stating that "Well, it's like watching your mother-in-law drive off a cliff in your brand-new Mercedes - mixed emotions."

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