Adding DATE_FORMAT to my query bombs it...I want to know why

Hello All,

Well, I'm writing a VERY simple page that shows the user a lidt of recent updates from data in a database set for timed release.

This query works absolutely perfect:

$conn = dbConnect('query');
$sql = "SELECT *
        FROM schedule
        WHERE start_date <= CURDATE()
        AND end_date > CURDATE()
        ORDER BY store_number ASC";
$result = $conn->query($sql) or die(mysqli_error());
$upDates = $result->fetch_assoc();

BUT...

...when I add a DATE_FORMAT command to it as shown below...

$conn = dbConnect('query');
$sql = "SELECT *
        FROM schedule
        WHERE start_date <= CURDATE()
        AND end_date > CURDATE()
        ORDER BY store_number ASC
        DATE_FORMAT(start_date, '%M/%e/%D/%Y') AS start_date";
$result = $conn->query($sql) or die(mysqli_error());
$upDates = $result->fetch_assoc();

...it bombs.

This query is selecting all data from one 4-column table and displays the data perfectly in the first example, as I mentioned. I don't like the date format, and I wanted to change it, thus the addition of the DATE_FORMAT in the second example. start_date is one of the columns in my table called 'schedule'.

Please tell me why this is bombing. I have not a clue and have analyzed and re-tested the code to no avail.

Many thanks in advance for your help!

Sincerely,

wordman