William "Bill" Allen Custard

Known as Bill to his friends, but always William to his mother, youngest child of Mary Eulalia Butler and Herman Cecil Custard, he was born August 19, 1935 in Cleburne, Texas, a fifth generation Texan.

Bill was first and foremost devoted to family, ever seeking to support his spouse, children and grandchildren in their endeavors.

A grand storyteller and a lively conversationalist, he delighted in the company of others. His laughter was distinguishable in a crowd. Bill was also keenly observant, an inveterate problem-solver and at times an introvert. He had an encyclopedic knowledge of the history of Texas and its families. To the end, his recall of details, people and events was extraordinary.

He began each day with four newspapers at home which he often retrieved before dawn. Impeccable in his personal style, he took great pride as a dapper dresser. He held a lifelong pursuit of travel, architecture, and the arts in their many forms.

Over a long career he enjoyed professional success as a banker, investment manager, entrepreneur, cattleman, and oilman. With deep gratitude he celebrated nearly 40 years of sobriety. His greatest joy was the role of cheerful sherpa in the expeditions of philanthropy with his beloved wife of 65 years, Linda. Their enthusiastic association with SMU represented the pinnacle of their illustrious partnership of giving to the community.

His stories from childhood in Cleburne could have been episodes taken from The Little Rascals. A lover of animals, Bill could name a host of pets, the loss of whom he still mourned decades later, including a pet nanny goat that walked to his elementary school each afternoon and waited outside to accompany him home.

The son of a small-town bank president, Bill had high expectations of life and particularly of himself. He mastered the sport of golf and with his winnings bought his first sports car at the age of 14, too young to actually drive it. As a Cleburne High School Yellow Jacket he ran track, played football, and senior year traded his helmet for a cheerleader’s jacket. He also mastered the trombone, trumpet, and tap dancing.

Earning a scholarship to Southern Methodist University in 1953 his SMU golf teams won the Southwest Conference Championship in 1955 and 1956. He was president of his freshman college class and joined Sigma Alpha Epsilon Fraternity, forming friendships that lasted a lifetime and were the source of endless hilarious tales. Bill graduated with honors with a degree in economics in 1957, and began his career as Vice President of Correspondent Banking at Empire State Bank.

On a July evening in 1959 that would forever change the course of his life, Bill met Linda Pitts the summer before her senior year of college. After just four dates they were engaged by Christmas and, following her graduation, were married in August of 1960.

That fall, Bill joined the newly opened Dallas office of the New York City investment consulting firm Lionel D. Edie & Company. In 1970, he became a partner and director of the firm and, following its acquisition by Merrill Lynch & Co. he continued to serve on its management committee.

Retiring at the age of 41, Bill had only a few months of restlessness before he began officing in the Meadows Building with his father-in-law, L. Frank Pitts. They made a dynamic team with Bill’s strategic thinking in tandem with Frank’s entrepreneurial gusto. Bill was an early advocate of the vast scope of Barnett Shale underlying Pitts’ leasehold acreage across North Texas; its development became one of Pitts Oil’s greatest successes. Bill directed the growth, expansion and diversification of the family’s business interests.

For many years he was a member of the National Petroleum Council, by appointment of and in service to the U.S. Secretary of the Department of Energy. He was a member of the Dallas Wildcat Committee and numerous other industry organizations.

Bill enjoyed over 65 years of commitment to the civic and cultural affairs of Dallas, with SMU receiving the greatest attention over the last three decades. Linda and Bill established multiple scholarships and endowed programs at Southern Methodist University, where Linda remains a Trustee Emerita. In 2021 they endowed the Custard Institute for Spanish Art and Culture at the Meadows Museum. They also have endowed the position of Director of the Meadows Museum of Art. They endowed multiple scholarships in the Cox School of Business, the Meadows School of the Arts, and established the L. Frank Pitts Award for Leadership in the energy industry. Bill served on the boards of the SMU Cox School of Business and the Maguire Energy Institute. He was recipient of the Distinguished Alumni Award and the Custard family received the Mustang Award, the highest recognition for philanthropy at Southern Methodist University.

He served on the Economic Task Force of Goals for Dallas. He served on the board of directors of TACA, was a founding sponsor of The 500 Inc. and a charter member of The First Families of the Dallas Arts District. He served six years on the finance committee of The Dallas Museum of Art. He established the Investment Committee of the Susan G Komen Foundation and served as its chairman. He was Chairman of the Board of both United Cerebral Palsy (UCP) of Dallas and UCP of Texas. As a member of the Tejas Girl Scout Council, he chaired the Building Committee for its new headquarters.

Bill worked tirelessly for The Dallas Theater Center over the span of 60 years navigating the funding of programming, expansion of facilities and international growth from a small regional theater to an internationally recognized stage. He was a founder of The Dallas Theater Center Endowment Fund, serving as Chair. He was elected a Life Trustee. In 1987, Bill received the TACA Silver Cup Award for his leadership in the arts.

Bill was a member of the Dallas Petroleum Club, Brook Hollow Golf Club, the Idlewild Club and the Terpsichorean Club.

A true gentleman, wise and insightful, Bill will be remembered for his hearty laugh, generous spirit, his love of a good story, unwavering commitment to detail, appreciation of the outrageous, and his deep devotion to his family. He will be deeply missed.

Bill is survived by his wife, Linda, and their three children: W. Allen Custard III and his wife, Mason, Marla Custard and her partner, Karen McCrocklin, Laura Custard Hurt and her fiancé, Richard Burcham; five grandchildren: Isabella, William IV, and Franklin Custard, and George IV and Henry Hurt. He was preceded in death by his parents, Mary Eulalia and H.C. Custard, his in-laws, Mary Martha and L. Frank Pitts, and his grandson, Elijah Hurt.

The family would like to express gratitude to Cherre Walter in addition to Pat Brown and Brittany Robinson, along with the other staff of Suzanne’s Angels for their devoted care of Bill.

A Memorial service celebrating the love and life of William A Custard will be held on Friday March 28th at 10:30 am at the Highland Park Presbyterian Church. The graveside burial will be private.

Contributions in his memory can be made to the following: Custard Institute at SMU (MeadowsMuseumDallas.org, select Donate, select Custard Institute of Spanish Art & Culture or PO Box 750357, Dallas, TX 75275-0357), Southwestern Medical Foundation (swmedical.org), Baylor Scott & White (dallasfoundation.bswhealth.com), Cardiology Research at UT Southwestern Medical School (utsouthwestern.edu), or a charity of your choice.