Back “Forever Marilyn” Forever
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This time, for life BY DANIEL VAILLANCOURT | PHOTOGRAPHY DAVID A. LEE
alk about a seven-year itch in need of a good scratch! Following an absence of almost precisely that time, silver screen legend Marilyn Monroe is back where some claim she was first discovered: Palm Springs. Or at least her effigy is, in the form of late artist Seward Johnson’s “Forever Marilyn,” a 26-foot-high, 17-ton, steel and aluminum sculpture first unveiled in 2011 in Chicago as an homage to the sex symbol’s performance in director Billy Wilder’s classic 1955 feature The Seven Year Itch. It’s a return to town for the diva, who— thanks to the efforts of local tourism promotion enterprise P.S. Resorts, and particularly its chairman, Aftab Dada—was first leased from The Sculpture Foundation and installed at the corner of Tahquitz Canyon Way and Palm Canyon Drive from 2012 to 2014. Because that location would soon be developed into “the new downtown,” Norma Jean had to eventually skip town. But her comeback’s been in the works since long before she left. “The goal was always to bring her back—in perpetuity,” says Dada, arguably the piece’s biggest local fan. “When she first came, our city and its businesses were still recovering from the 2008 financial crisis debacle. ‘Forever Marilyn’ exceeded every expectation, doing a phenomenal job of putting our destination on the map. Now that we’re in the midst of a global pandemic, the P.S. Resorts board of directors felt this was an ideal time to bring her back in the hope she can draw as many if not more tourists than she did the first time. We feel the 500 businesses surrounding her new location will immensely benefit.” That subsequent site—approved by the Palm Springs City Council last December—is on 12 PSILOVEYOU | Spring 2021
city-owned land at the corner of Belardo Road and Museum Way. “The location of the ‘Forever Marilyn’ sculpture, in the heart of the city’s downtown core, was always meant to be an open and walkable art hub for residents and tourists alike to appreciate and enjoy,” says Palm Springs Communications Director Amy Blaisdell. “Marilyn’s return has caused great excitement, and we expect this new attraction to once again be a tremendous economic tourism driver for the city.” The price tag of this return engagement? A cool one million dollars, plus installation costs, paid to Seward Johnson Atelier (as the artist’s foundation has been renamed following his 2020 death). In light of the fact that her first stay generated millions in revenue and untold free publicity via incalculable media impressions, it’s an expense Dada—who also serves as the Vice President of the Hilton Palm Springs—and many others believe is more than warranted. “We’re giving her back to the community because the community is hurting,” says Dada. “The Palm Springs City Council will tell you she’s one of the top-requested tourist attractions. She brings a smile to so many faces.” To Aftab’s mind, in this age of Instagram, the selfie-ready statue can’t help but attract an immense, constant crowd, thus once again beaming our beloved brand to the four corners of the world. Marilyn’s journey back to Palm Springs began with her departure from the Seward Johnson Atelier in New Jersey on April 5. She was expected to arrive in town for installation on April 12, with an unveiling planned for April 25 between 3:00 – 5:00 p.m. Visit the PS Resorts Facebook page for more information.
Aftab Dada stands on Museum Way, in the precise spot where “Forever Marilyn” is destined to remain forever.
