Zenith's chief virtue is conformity, and its religion is boosterism. Bobcat Stadium, MSU's football arena, underwent a major expansion due to Cruzado's boosterism. The company participated enthusiastically in the boosterism campaigns that drew optimistic settlers to the state. Not coincidentally, Kerr's boosterism also promoted his own political fortunes. Hamann's boosterism was supported by Joe Ridder, publisher of the "San Jose Mercury". These advertisements serve as examples of the boosterism characteristic of the frontier west. When he ran out of money, leadership in boosterism passed to Alonzo Horton.