Chuck Moser gets a bear hug from GUBA, the Golden Bears mascot he created more than 40 years ago. [Photo Credit: Dwayne Martineau, Laughing Dog Photography]
Chuck Moser, '64 BPE, '72 MA, made a career out of turning university athletics into the best entertainment on campus.
Moser, who was inducted into the U of A Sports Wall of Fame in September, worked as manager and trainer for the Golden Bears football team and then became the university's assistant athletic director from 1966 to 1979. He supervised 25 varsity coaches and oversaw all inter-university athletics on campus, making it his mission to increase attendance at varsity home games and to support student athletes as students first. In 2000, he returned to campus and served for a decade as the Faculty of Physical Education and Recreation's manager of development and alumni affairs.
Moser's contributions to the U of A are many, but his most recognizable legacy is the very face of U of A athletics itself - GUBA, the Great University Bear of Alberta.
How did you get the idea to create a mascot?
My wife, Lynne, and I went on a trip to Hawaii in 1971 and went to the Rainbow Classic basketball tournament. That's when we saw the Brigham Young University cougar mascot. I was just in awe, as was my wife. I wondered "What has kept us from doing this?" That sparked the idea, and I watched the mascot's every move. He was a genius. He was a magnificent athlete.
Chuck Moser hangs out with the original GUBA.
How was GUBA unveiled?
When we got home, we went out and picked out some fleece material, and the team laid out a bear costume from scratch, with a rubber bear mask you'd wear for Halloween. On the very first night that John Struger, '76 BEd, [a student who played basketball but wasn't on the team], wore the GUBA suit in 1971, it was just unbelievable. We had a sellout crowd. The cheer squad brought GUBA in on a stretcher covered in a sheet. He jumped off and ran around, and then he started fooling around with a basketball. He started just below the basket [getting set to take a shot] but kept moving further out until he got to centre court. I had told him to keep it simple, not to do something outlandish. But the most amazing thing happened: he fakes his shot, and then he bounces the ball, puts the ball up, and puts it right through the middle of the net. There wasn't a sound except the swish of the ball going through the mesh. I stood there in amazement, and then there was thunderous applause.
What makes a good mascot?
Athleticism in those days, though not so much now. And a good sense of humour and an ability to see what would enhance the situation for the whole team.
Why was having a mascot important to you?
I wanted all of the events to have a carnival atmosphere, so that kids and adults and grandparents would all enjoy coming to the games. There's nothing more enriching for an administrator of a sport program … [than] to have a sellout crowd. I wanted people to come out and see the athletes perform, and [I wanted] to encourage the athletes. I felt that contributed to the strength and reputation of our athletic teams.
GUBA is still extremely popular on campus. That must be satisfying.
It's very gratifying to see how attracted people are to GUBA - alumni, current students, children. At Alumni Weekend, he hugged everybody who needed a hug, including me a couple of times. GUBA has become the face, not only of athletics but of student life and campus life. Even off campus, GUBA and Patches [the Pandas mascot] are very often invited to community and official functions. It's really fulfilling to see how popular they are and how well they represent the university.
GUBA remains a rock star on campus. A steady stream of students clamoured to pose for photos with GUBA and Patches during Alumni Weekend. [Photo Credit: Dwayne Martineau, Laughing Dog Photography]
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