Tradition. College football is steeped in it, and there isn't any tradition more enduring than "The Granddaddy of All Bowl Games," the Rose Bowl. For 50 years, Lawry's The Prime Rib in Beverly Hills has been a vital marketing partner in this tradition with its annual Beef Bowl serving as the proverbial rite of passage for champion gridiron gladiators in quest of Big Game glory. This legendary private event (where only Tournament of Roses officials and sports media are granted access) has largely remained a mystery to the public while quietly generating a treasure trove of behind-the-scenes photo ops, stories, anecdotes, and quotes from college football's most well-known players, coaches and sports commentators. It's all captured here, including a look back at the event's origins with founder Richard N. Frank, a year-by-year chronology of every famous match-up, and action game photos. A must for the avid college football fan, and especially for those who grew up in such football-crazed states as California, Washington, Michigan, Wisconsin, Texas, Oklahoma, Pennsylvania, Oregon, lowa, and Ohio.