In 1992, just two years after Montalvo’s birth, Erich Riemenschneider’s hypercolor t-shirt business hit a rough patch and he was convinced to move to Los Angeles by his cousin Maxwell, who had opened a barbecue establishment there and was looking to expand to another location. Maxwell Riemenschneider, the oldest of the nine siblings, had always had a lucky hand in business, unlike Erich and Horst. Erich arrived in late summer and, by November, was a central part of Maxwell’s operation, designing a mascot (“Phil, the Half-Eaten Pig,” a merrily grotesque cartoon character), developing promotions, even appearing on local radio and television to talk up the restaurant, which had started life as Max Meats but had been renamed The Boneyard. Local fame agreed with Erich, who soon changed his own name as well and became Rick Rock.
©2022 Ben Greenman/Stupid Ideas
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