Northwestern State legend Jerry Pierce dies; brought Steel Magnolias to Natchitoches

Jerry Pierce, a Northwestern State University legend who "trained" nine school presidents under his watch and elevated Natchitoches as a tourism destination by facilitating the filming of the movie "Steel Magnolias" there, died Tuesday after a short illness. He was 83.

Pierce, who worked at Northwestern since 1965 and is known throughout Louisiana as the university's most consistent, effective ambassador through decades of service, was executive vice president of external affairs at his beloved school when he died.

When asked by a reporter recently why he never retired, Pierce said, "Why would you leave something you love before you have to go?"

His friends and colleagues described Pierce as a master communicator and storyteller.

"I'm heartbroken; he loved Northwestern more than anyone I know," said University of Louisiana System President Jim Henderson, his voice cracking. "Jerry was an artist in the way he communicated, both in words on paper or in speeches or in conversations."

Henderson, a former Northwestern State president, said he and the other eight presidents Pierce served relied on his tutelage, advice and crisis management.

"I still leaned on him after I left Northwestern; nothing ever rattled him," Henderson said. "It's funny, but even though he generally tried to step away from the spotlight, when he was in the spotlight he was better than anybody. I just can't believe I'm not going to be able to pick up the phone and call him."

Former Northwestern President Chris Maggio, who worked for Pierce at the university before eventually ascending to the presidency, said Pierce's absence will leave a hole in the university, city and beyond.

"I learned so much from him, as did those who preceded and followed me," Maggio said. "What made Jerry so special was his ability to create and nurture relationships. He had an amazing knack for bringing people together."

Pierce, a Northwestern journalism graduate, worked at the New Orleans Times-Picayune as a reporter, editor and executive sports editor at age 24 before returning to NSU as its sports information director.

He provided the first permanent facility for the Louisiana Sports Hall of Fame in 1972 and in 1994 was named one of Louisiana’s 20 most influential sports figures by the Times-Picayune along with New Orleans Saints owner Tom Benson, LSU athletic director Joe Dean, LSU basketball Coach Dale Brown and Grambling State football coaching legend Eddie Robinson.

"Simply put, there wouldn’t be a Louisiana Sports Hall of Fame without him," said Hall of Fame Chairman Doug Ireland, whose first journalism class was taught by Pierce, who Ireland later worked with for 30 years. "Only because he nurtured the hall with style, grace, charm and creativity has it evolved to the point that today Louisiana has a Sports Hall of Fame, and a museum, that ranks among the very best anywhere.

"In the last conversation we had Thursday night, he kept saying, ‘It’s been so much fun.’"

Pierce's role at Northwestern in the 1960s quickly expanded beyond sports as the university's news bureau director, brand developer and confidant and trusted adviser to Northwestern's presidents. He was a liaison with political power brokers in Baton Rouge.

And his influence extended beyond the university and politics.

Pierce was instrumental in Tri-Star Productions' filming of the 1989 movie “Steel Magnolias” in Natchitoches and on the Northwestern campus.

Retired NSU journalism Professor Tommy Whitehead, who was a member of the Louisiana Film Commission in 1989, brought one of the film's producers to Natchitoches, where Whitehead secured a soundstage and then turned to Pierce to secure tax credits, police services and overall coordination with the city, school and community.

"I was the front man, but Jerry Pierce was the backbone that made everything work," Whitehead said.

"Steel Magnolias'" impact on tourism in Natchitoches continues to resonate. "You can walk outside today and see tourists taking pictures of places that were in the movie and it's more than 30 years later," Whitehead said.

He was also an avid tennis player, having won a national championship with his United States Tennis Association team.

Pierce is survived by his wife Regina, two sons, Randy and Rick, and daughter, Natalie.

The funeral is scheduled at 2 p.m. Saturday at First Baptist Church in Natchitoches under direction of Blanchard-St. Denis Funeral Home in Natchitoches.

Greg Hilburn covers Louisiana politics for the USA Today Network. Follow him on Twitter @GregHilburn1.

This article originally appeared on Shreveport Times: Northwestern State legend Jerry Pierce, 'Steel Magnolias' liaison, dies