Glorea LaVonne

Glorea LaVonne [many have spelled her name Gloria] 1959-1973

Years ago, I had heard that a woman who ran a finishing school here in Portland, Gloria LaVonne did something quite unusual. First, let me tell you that she advertised, “Learn the latest techniques for *Tea Room *Wholesale *Retail Store *Fashion Show * Television *Photographic *Stage and Runway.” So, when I heard this story, I thought that it might be true, but I have no way now of ensuring it. Gloria was known to many as a ‘fashion consultant”. And what I’m told is that in the early ‘60s she organized a week-long summer retreat at the coast in Lincoln City. The retreat was called “Dream” which had over 100 men from across the United States attending – for the sole purpose of learning about and dealing with being a cross-dresser. Remember this was in early 1960!

Interviewing people, they all remember their story of what happened, however, because these were eyewitnesses these interviews are very important. There were no printed flyers or advertisements about the ‘sessions’ held by Glorea.

Donnie/Don Horn interviewed several who worked at Glorea LaVonne’s Modeling Agency during 1959-1962, including Sally Ford. She began working at the agency when she was 20 years old as a receptionist confident to Glorea along with Babette Sullivan. Sally was interviewed at her home in Molalla, Oregon on August 5, 2021, and recorded. Sally is also the cousin of Richard Calhoun who was the first Groovy Guy, Rose Emperor III Richard whom upon stepdown Blaine Bevers continued serving along with Rose Empress XX Candi Wrapper. Richard purchased Old Town Florists from Walter W Cole/Darcelle and owned it for many years.

Per an earlier email: “I happen to be a good friend of Richard Hurst as well as Walter Cole and Tracy St.  James and I am an ex-Foxy Lady and at one time very active with the Rose Court, & Portland Forum. I did work for Glorea for 2 to 3 years. I also bought her home in Lake Oswego many years ago and have sold it as well. The name that most people remember me as is Sally Puterbaugh. l When I worked for Glorea my name was Sally Baum. I hope this helps you to be able to find out about me.” Sally’s father purchase Glorea’s house in Lake Oswego on top of Iron Mountain Road back in 1948. “It was quite a house, you had to take an elevator to go down to the lake.” Then she moved to Portland. She also had a home in Lincoln City on a hill overlooking Devil’s Lake. (One person, Eve Burchert in her book Reflections states it was in Gleneden Beach, Oregon. The initial sessions were in 1960 and Eve’s experience was in 1978 so it might have grown and moved over the years.)

Sally said she would receive calls and, “You just knew that they were, well, they asked for Ms. LaVonne.” Since the modeling agency catered to mostly women, the calls from men,  “you just knew. And I would forward them to Babette.”

It was common – unspoken knowledge that Glorea’s husband was bi-sexual. Per Sally, “When he’d leave the house she would always say, ‘be careful’.” He was also a photographer employed by an agency that worked with White Stag a prominent outdoor clothing manufacturer in Oregon. He would travel around the world and possibly through contacts he would let men know about the ‘sessions’ at the beach.

The thought is that because of her husband Glorea started the ‘sessions at the beach’ and possibly because of Van Richards (who would become a pillar in the early gay community starting Portland Forum with David Hamilton/Mame and doing drag performances at Dahl & Penne for many years) was a hairdresser at the agency. He would bring people to the agency for these sessions. Van was about the same age as Sally at the time. “Would not have been Glorea.”

“Glorea never held any sessions at the agency. There would be gatherings at her house at the beach. It had to be completely hush-hush. That’s why she took them out of town.” 

Donnie asked, “Didn’t she do it also at her agency after hours?”

“Not very often, and not while I was there.”

How big was the house? “It wasn’t that big. I would say at each session there would be around six people.”

What did she teach? “Fabrics, makeup, walking in heels, crossing your legs. Crossing your legs was a big deal! You had to sit on one cheek and cross at the ankle. She was a stickler about crossing your legs.”

Did you know anyone who went to one of these sessions? “Yes, Jimmy Dugger aka Jimmy Dee. For one. I can’t remember of anyone else at the moment.”

She continued, “We’d call her GL and Van said one day that I am going to show men how to tuck. Because of the men wore anything above the knee, you are exposing all this…so get it out of the way.”

Another person interviewed was Tim Bealer-Casias who worked at Glorea LaVonne’s and was Walter W Cole/Darcelle’s hairdresser in the early 1970s. Per Tim via an email on Saturday, December 28, 2019. I asked about Van Richards (Vanessa) and Glorea. His response was, “Yes, most of my career the first time I lived here was with Van when I first graduated beauty college, he hired me when he was the manager at Gloria LaVonne’s …”

Then Donnie/Don Horn asked, “Glorea Lavonne was quite a company. I have a note where they even held events to assist men to become feminine...if you get my drift.”

Tim’s response via email: “Yes, we taught classes on grooming for ‘crossdressers’ on the coast once or twice a year, they would come with their wives and children…she (Glorea) was a very unprejudiced woman…and businesswoman, I will never forget her standing on her head at events to show what keeping in shape could accomplish in life. amazing lady and more well known that, well surprised she isn’t written in Portland history.”

Donnie asked, “Can you give me some background on your time with Gloria LaVonne’s?”

Tim’s final response via email, “Sorry to say, can’t help much, I only worked in the salon, and occasionally taught hair styling in her modeling classes, the school was on an entirely different floor, can’t even tell you what building somewhere in the Nordstrom area as I remember, so we didn’t have much touch with the agency except when they called for teaching from the salon. I never taught any crossdressing classes, just remember people pulled from the salon to go to the coast to help… sorry I can’t tell you more, we actually didn’t see Gloria often, though actually seeing her once a week when she had her hair done, which wouldn’t allow us anything other than saying hello…”

During the same time, on the east coast there was a place called Casa Susanna famously made into a play by Harvey Fierstein named Casa Valentina. A book edited by Michael Hurst and Robert Swope was issued in 2005. Casa Susanna was located in Jewett, NY – located on 150 acres it was a bungalow camp run by Susanna Valenti and her wife Marie who ran a wig store in the town.

 Check out: Found Snapshots of a Secret 1960s Drag Resort in the Catskills:: Reader View (phlap.net)  https://extragoodshit.phlap.net/wp-content/uploads/2021/06/Found-Snapshots-of-a-Secret-1960s-Drag-Resort-in-the-Catskills1.html

Interesting in the fact that they both were happening simultaneously. At this point, there has been no record of photos or any documentation for the sessions down at Lincoln City held by Glorea. Though there is a possibility just like Casa Sussana that photos were taken as Glorea’s husband was a photographer and was down at the coast.

In the early 70s, the first gay newspaper The Fountain published many articles about cross-dressing, but to have these sessions in the early 1960s seems remarkable.

Walter W Cole/Darcelle remembers a call from a woman – “I received a call from this woman… ‘I need to talk to someone and I think I can talk to you. You see I’ve been married for about a year and I have been so happy for this past year. I um, was cleaning out my husband’s car and found some women’s undergarments...I can’t live like this; I think my husband is having an affair.’ I told her, “It’s not an affair, it’s that your husband likes to wear women’s clothing. If you end this marriage now, you’ll regret it. If you stick it out, you’ll have a man who is completely devoted to you. He’ll love you and your marriage will last. I promise you this. You have to let him express himself though.” Then about ten years later she calls, “Darcelle, you might not remember me. I called you and told you about me finding female undergarments in my husband’s car.” I chuckled, “Yes, I remember you – certainly.” “I just want you to know that you were right. We’re still married and have three wonderful children. Oh, we even went out and bought matching nightgowns.  Thank you.” I told her, No thank you for giving your husband, and your relationship a chance.”

It appears that Glorea’s sessions/classes/charm school had moved from her house in Lincoln City to Gleneden Beach, Oregon – possibly Salishan Lodge as Eve discusses condos in her book. Also, it appears that what Glorea had done in the early 60s had grown to be known as Dream. Here is Eve’s account of when she attended in 1978.

From the book Reflections by Eve Burchert “Through my friends, I learned of the possibility to attend a charm school for transgender people in Gleneden Beach, Oregon. It was a week long course, the length of a vacation. When I informed Ruth of my plans, she told me that if I decided to head west for charm school — I would find Thus, I traveled to Oregon for charm school with a spirit of adventure and a weight off my shoulders, looking toward the new horizons that lay in front of me. The trip required meticulous preparation and planning. Prior to my departure, I received a letter from the organizing committee with precise instructions for my arrival. When I reached the airport in Portland, Oregon, there would be someone with the designated task of meeting the arriving attendees. Having never met before, we would identify him by a smile button on his jacket, which was given to all attendees and organizers.

As I left for the trip, I fastened my smile button to my jacket. Waiting for my departure from the gate in Chicago, I scanned the terminal to see if any other men were wearing one too, but I didn’t see anyone. I had better luck in Portland. Upon disembarking from my flight, I quickly located my newfound friend with our matching buttons. We drove approximately two hours to Gleneden Beach in his pickup truck. The organizing committee secured an entire block of condos, each of which would be occupied by two attendees. This was the place where my fortunes would change entirely. In my condo, I could transform myself into Eve. I could not wait to disrobe out of my male clothing, take a shower, and apply makeup, which I had practiced oh-so-secretly at home many times. I put on my first outfit, which I had planned in advance and rehearsed at home. Then I ventured outside. I was amazed by how comfortable I felt in such an environment; surrounded by people like me and those who were accepting of us. Charm school was a quite novel concept. The idea to offer modeling school classes to transgender people and cross-dressers came from a collaboration between transgender attorney Marilyn Irwing and modeling school director Gloria LaVonne. In the early 1970s, Ms. LaVonne had been invited to give a lecture on charm and beauty to a group of transgender individuals at a party in Portland, Oregon. At the time, she was not too familiar with transgender issues, but she enjoyed speaking about feminine beauty and the questions many of those attending had. At the party, she realized how much these interested people needed help. Their clothes were attractive, their wigs were combed but not styled, and they needed a lot of help in body language and makeup. Ms. LaVonne suggested to Marilyn how wonderful it would be to offer a condensed beauty and charm course. And so began the birth of charm school, the week-long fantasy on the Oregon Coast. The first program took place in 1973 and was called “Dream’ as it “was the deepest dream of every attendee to learn to adopt the mannerism of a woman. When I attended in 1978, the program was in its fourth session. Attendees came from all over the world — Canada, Malaysia, and the like.

Members of the staff of Gloria LaVonne’s Modeling School led the classes at charm school. They were tasked with teaching us feminine mannerisms: how to walk, sit, apply makeup, set in and out of a car, and smoke a cigarette, all like a woman. Each night, the modeling staff provided a last-minute check to assure the perfect look for the evening activities. I suppose it was presumptuous to assume that anyone could acquire feminine mannerisms in a week-long class after spending the whole of our lives learning the opposite, but we all hoped for the best. Our time at the charm school quickly flew by. We had classes in the morning and the evening, interspersed by parties and fashion shows. We did learn a lot. At the culmination of the program, I was awarded the title of Miss Dream, named after the program’s motto. It was truly the experience of a lifetime. My time at Dream propelled me into accepting Eve fully, and I have never looked back. That week was breathtaking and enriching; in retrospect, I only wish that more transgender women had been granted the opportunity.

Charm School was a truly one-of-a-kind experience. I realize that times have changed and that the “clandestine” behavior has ’fortunately given way to a much more open and accepting society. This is great; it is what we strived for. And yet, I often wish that our community of today could benefit from the experience that was Dream. It would be hard to duplicate this experience today. People no longer want to be kept in relative isolation, subjected to day-long intensive training. And yet, I would not have missed it for the world. On my first day of charm school, I prepared and decorated -myself the best I possibly could. Bursting with anticipation, I took one final look in the mirror and ventured out of my condo. In that moment, I got a little help from fate. The first people I encountered were two beautiful women. They introduced themselves as staff members of Gloria LaVonne s Modeling School who had been hired to teach attendees the female mannerisms that we greatly desired. They were Ruby Edwards and a lovely woman named Carole. Carole was a prominent member of the Portland, Oregon Model Organization. She had a great career as a runway model and had gone on to perform in many commercials. She had begun teaching professional modeling at Gloria LaVonne’s agency mostly instructing professional models, although she also helped with events like charm school.

Donnie/Don tried to reach out to Eve, however, she passed in 2021, a Memorial for Eve Burchert was held on May 15, 2021. [ https://suncoastmcc.com/memorial-for-eve-burchert-may-15-2021-10am-outdoors/]

Donnie/Don also searched various resources such as Facebook, The Oregonian, etc. Here is what was found:

Obituary online:  Lyla Dee Hayden [,82 11/14/1928 12/28/2010] In her early years, Lyla danced as a member of the Broadway musical "Earl Carroll's Vanities." She also taught modeling at Ann Ashton's Finishing School in Salt Lake City. Lyla married William Hayden and they moved to Portland in 1952. Together, they owned several businesses in Portland, including Hayden's in Hollywood, and Carpet Corner and Drapery Den. She also continued to teach at the Gloria Lavonne School of Modeling.

Facebook: Renee Reece Gould who was a Graduate of Gloria Lavonne Modeling/Finishing School. “Gloria Lavonne tip of the week. Never ever leave a room with people without turning your head to face them as you walk out the door. Nobody wants to see the back of your head as you leave. Sets a better impression.”

Question: Do you have any items from your time at Glorea LaVonne’s?

“I used to. I had my photos and the notebook with all of my handouts and notes. I sure wished that I did. I don't have a very good memory but I do seem to remember everything that I learned. This GS like how to stand, walk, go up and down stairs, how sit in a chair, and to get back up. Even how to get in and out of a car keeping your knees together. It was a wealth of information. I'm sure that most of it would have been addressed to her clients at the Dreamer’s weekend. I believe that she truly loved teaching her skills. Of course how to walk in heels. How men walk and how women walk.” June 25, 2021

“Never wear shoes lighter than the hem of your dress or slacks. The exact shade or a shade darker.“

Gloria Lavonne students models would escort some of the men from the fleet that would come in for the 🌹 Rose Festival. They would carry the Ladies’ handbags if need be. As a gentleman will always or should do. She said not to call handbags purses. She thought that it didn't sound nice.

Gracie Hansen was the “Queen” of the Gracie Hansen’s Roaring 20s Room at the Hoyt Hotel – 6th/Hoyt Portland Oregon between 1965-1971. Donnie/Don wrote a book about the Hoyt and two about Gracie. In his search, he found a business card.