In 1940, a group of students started a tradition known as Frontier Fiesta. This annual event had variety shows performed by students and concerts and was intended to bring together University of Houston students and the Houston community. The tradition grew tremendously over the next few years and became hugely popular, and Houston mayors often declared "Fiesta City" as an official "town" for the week. Hollywood stars such as Humphrey Bogart, James Garner, Anne Baxter, Kenny Rogers, and Patsy Swayze were attracted to the annual event. "Life" magazine once dubbed it, "The Greatest College Show on Earth". It also drew attention for only accepting Confederate money.