Tuesday, August 10, 2021

"Tongue In Chico: A Decade Of Merriment And Mayhem In A Town Near Normal"

C.L. Smith lives with his wife in California's wine country. When he graduated from Chico State in the late 1970s, he went into advertising and "played a key role in developing the iconic 'Don't Drip and Drive' and 'Can you hear me now?' ad campaigns for Winchell's and Verizon." 

But something kept nagging him (it wasn't his conscience, which would have had better sense). For three years in Chico he had written humor columns for Richard Peifer's Butte County Bugle and landed his work in other publications as well, and maybe it was time to revisit his college days. 

Teaming with designer/illustrator Randy Nowell, Smith and Nowell created an illustrated compendium (with new material too) designed to display something of the sexualized absurdity of those days. They call it "Tongue In Chico: A Decade Of Merriment And Mayhem In A Town Near Normal" ($7.49 in paperback from Tenderfoot Books and tongueinchico.com; also for Amazon Kindle). Think Mad Magazine. Only dirtier. As in lots of references to zucchini.

Smith recalls "the rollicking 1970s...when skinny-dippers ruled Upper Bidwell, the pot grown in the foothills sold for $6,000 a pound, and the mirrors of Craig Hall were lined with pure cocaine. And/or baby laxative."

Divided into four parts, Smith starts with Chico, then Santa Cruz (where he becomes managing editor of the alt weekly Good Times), then Orange County (where he meets lots of Hollywood celebs), and back to Chico with a naughty story of "The Legend of Calamity Jane and the Hooker Oak," involving Calamity and the Bidwells and it's a calamity alright.

"Confessions of a Parsley Grower" had me snickering. "How much is parsley going for on the black market?" Cohasset area grower: "We're getting anywhere from 15 to 35 cents a sprig now, depending on the strain and quality. More for heirloom."

Readers will find a day in the life of a perpetually horny Chico State student; "how to win big in strip volleyball"; and a "beginner's guide to common sexual terms." Think "not-quite-printable creative wordplay."

For those who want a narrow view of college life, this book will take your breadth away.