Forever Marilyn

Back She's “Forever Marilyn” Forever This time, for life

BY DANIEL VAILLANCOURT | PHOTOGRAPHY DAVID A. LEE

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

Aftab Dada stands on Museum Way, in the precise spot where “Forever Marilyn” is destined to remain forever.