5 Shocking Truths: Why Do They Call New York ‘The Big Apple’ And The Secret 1970s Campaign That Saved It

The Big Apple. It is perhaps the most famous and enduring nickname for any global metropolis, instantly conjuring images of towering skyscrapers, bustling avenues, and the relentless energy of New York City. Yet, as of today, December 11, 2025, the true, multi-layered origin story remains a source of curiosity and debate for millions of people who visit the city every year, far surpassing the common, simplified explanations.

The accepted history of "The Big Apple" is not a simple tale of fruit or farming; it is a fascinating journey through the world of early 20th-century American horse racing, the vibrant Jazz Age, and a desperate 1970s tourism campaign designed to save a city in decline. The nickname's survival is a testament to savvy marketing and the enduring power of a catchy phrase, making the real story far more compelling than mere folklore.

The Definitive Origin Story: From Stable Hands to the New York Morning Telegraph

The definitive credit for popularizing the phrase belongs to a man named John J. Fitz Gerald. He was a prominent sportswriter for the New York Morning Telegraph in the 1920s, a golden age for American journalism and horse racing. Fitz Gerald was a prolific writer whose column, titled "Around the Big Apple," made the phrase synonymous with New York's premier racetracks.

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• The Horse Racing Connection: Fitz Gerald first heard the term "the big apple" in 1920 while visiting New Orleans. He overheard stable hands, many of whom were African American, referring to New York City’s major racing circuits.
• The 'Big Apple' as a Prize: In the context of horse racing, a "big apple" was a metaphor for the biggest, most lucrative prize. Winning a race in New York, especially at legendary venues like Belmont Park or Aqueduct, represented the pinnacle of a horseman's career—the ultimate, most coveted reward.
• The Column Title: On February 18, 1924, Fitz Gerald officially launched his column, "Around the Big Apple," cementing the term in the vernacular of the racing world. His use was a direct reference to the major racing events in New York City and the surrounding area.

This early usage was specific, but it quickly began to seep into broader New York culture, thanks in part to the cultural movements that defined the era.

The Jazz Age and the Nickname's First Golden Era

While John J. Fitz Gerald introduced the phrase to a mass audience, it was the burgeoning energy of the 1920s and 1930s—the famous Jazz Age—that truly amplified its cultural significance. The nickname found a new home among jazz musicians who traveled the country.

To a touring musician, playing a gig in New York City, particularly in cultural hubs like Harlem or on Broadway, was the ultimate goal. The city was seen as the epicenter of their world, the place where you made it big. They adopted "The Big Apple" as a term of endearment and aspiration.

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• The Symbolic Meaning: Jazz artists saw New York as the "big apple" on the tree of American cities. While there were many "apples" (gigs) on the tree, New York was the biggest, the sweetest, and the most rewarding.
• Musical Entity: The nickname's popularity was boosted by the 1930s dance craze, "The Big Apple," and a famous song of the same name. This helped to embed the phrase into the public consciousness beyond the racing and music communities.
• Decline and Near-Extinction: Following the Great Depression and World War II, the nickname gradually began to fade from common use. By the 1960s, New York City was grappling with high crime rates, financial crises, and a negative public image. The term "The Big Apple" had largely become a historical footnote, replaced by less flattering descriptions of the city.

The 1970s Revival: A Tourism Campaign That Saved the Brand

The most crucial chapter in the history of "The Big Apple" is its dramatic revival in the 1970s. This was not a natural resurgence; it was a deliberate, calculated public relations campaign designed to change the city's image and attract tourists.

Charles Gillett and the New York Convention and Visitors Bureau

In 1971, Charles Gillett, the then-president of the New York Convention and Visitors Bureau (NYCVB), spearheaded a major public relations effort. The city was struggling, and Gillett needed a positive, memorable brand that could counteract the negative press.

Gillett, a history enthusiast, learned of the nickname's origins and its positive connotations of being "the best" and "the biggest." He recognized its potential to rebrand New York City from a place of danger and decay to a destination of excitement and opportunity.

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• The Campaign Goal: The primary objective was to use the friendly, wholesome image of an apple to soften the city's tough exterior and encourage both domestic and international tourism.
• Widespread Promotion: The NYCVB launched a massive campaign, plastering the "Big Apple" logo and slogan everywhere. They used it in advertising, brochures, and public events, successfully reintroducing the phrase to a new generation of New Yorkers and visitors.
• Official Recognition: The campaign was so successful that the nickname became permanently associated with New York City. In 1997, the City Council officially designated the street corner where John J. Fitz Gerald lived (West 54th Street and Broadway) as "Big Apple Corner," cementing the sportswriter's legacy and the nickname's official history.

The 1970s campaign is the reason why the nickname is ubiquitous today, transforming a niche piece of horse racing slang into a universal symbol for the city. It is a powerful example of how strategic branding can shape the identity of a major metropolitan area.

Beyond the Apple: Other Famous NYC Nicknames

While "The Big Apple" is the most famous, New York City has accumulated several other iconic nicknames throughout its history, each reflecting a different facet of its identity and culture. These alternative monikers further illustrate the city's status as a global hub.

• Gotham: Coined by author Washington Irving in 1807, this nickname was originally a satirical reference to a village in England whose inhabitants were supposedly foolish. Over time, it lost its negative connotation and is now famously associated with the fictional home of Batman.
• The City That Never Sleeps: This phrase perfectly captures the 24/7 nature of New York life, from its nightlife and entertainment to its essential services. It emphasizes the city's relentless energy and constant state of activity.
• The Melting Pot: A term that speaks directly to the city's incredible diversity and history of immigration, reflecting how various cultures, languages, and traditions blend together in a unique urban environment.
• Empire City: This nickname is a nod to New York State's official moniker, "The Empire State," and highlights the city's dominance in finance, commerce, and global influence.

Despite the competition, "The Big Apple" remains the most affectionate and globally recognized nickname, a symbol of aspiration and world-class status that transcends its humble origins in the world of horse racing.

The Enduring Legacy of the Big Apple Today

From a prize for a winning horse to a central theme in a major tourism drive, the journey of "The Big Apple" is a microcosm of New York City's own history—full of ambition, decline, and powerful reinvention. The nickname is now more than just a phrase; it is a cultural landmark, a piece of living history that connects the city’s vibrant past to its bustling present.

The next time you see the nickname, whether on a souvenir t-shirt or in a travel guide, remember the story of John J. Fitz Gerald, the determined stable hands, the aspirational jazz musicians, and the visionary Charles Gillett. They are the true architects of this enduring urban legend, proving that even a simple fruit can become a symbol of the world's greatest city.