Artists and Models Ball, 1971
Normally, you’d find me in the kitchen at parties, but an invite to the Artists and Models Ball, that’s a different story.
Adopting a name used previously for more mainstream events, the infamous Halloween costume ball began in 1961 in Los Angeles. The man responsible was New Yorker Gary Berwin. By the late-1950s, the former army veteran began with a talent agency on Sunset Blvd., in West Hollywood. Berwin sought out Las Vegas showgirls — preferably short and attractive.
With partners, Sandy Salkind and Floyd Schenk, the trio organized the first Artists & Models Ball at the Palladium on Sunset. To garner advance publicity, they booked Monday nights at The Summit — a nitery on Sunset Blvd. Formerly the Sundown Club, the spot became the Red Velvet in the late 1960s and reemerged as Club Lingerie in the early 1980s.
Schenk would briefly run the Laurel Inn on Sunset.
By the late late-1960s, Berwin, along with new partners Jordan Wank and Harvey Fierstein, moved the extravaganza to the Century Plaza Hotel in Century City.
Notable for attracting the industry cognoscenti, the Halloween event was referred to as “the motion picture, television, and recording stars’ Hallowe’en Party.”
Speaking to the press in October 1967, Gary Berwin explained, "The ball is patterned after the classic French event, although not directly related to it. Our Hollywood version will be much more spectacular, more celebrity-attended, and the social event of the year for the entertainment industry."
For 1967, the list of judges included Sal Mineo, Cyd Charisse, Edith Head, Leslie Nielsen, Adam West, and Nancy Sinatra: everyone but Super Chicken.
Live musical entertainment was provided by "Britain's top rock group", Eric Burdon and the Animals.
A. Willy West, Gypsy Boots, Myra Lee Madsen, and Gary Berwin. C. George Montgomery, Venetia aka “Renaissance Witch”.
“Don’t panic, go organic!”
Noted scenester and nutritionist Gypsy Boots became famous for his many late-night television appearances, notably on the Steve Allen Show. From its old studio on Vine Street in Hollywood, Boots often appeared in a leotard, brought raw vegetables, and discussed his theory on simple, natural living.
The nature boy was known to celebrate his birthday at the Fern Dell in Griffith Park — usually with a mud bath and standing on his head for world peace.
The health food advocate who peddled his caloric cookies in Jay Sebring’s salon, also wrote the book Bare Feet and Good Things to Eat (1965). After becoming close friends with author Eden Ahbez, the barefooted Boots — known as the ‘Mayor of the Santa Monica Mountains’ — could be spotted wearing sandals and a tunic around town.
The enterprising naturist opened the Health Hut on Beverly Blvd. in West Hollywood and appeared in several movies, including Childish Things and Mondo Hollywood.
International Congress of Beauty
The highlights of the bash were brought to life on Channel 5 Los Angeles' one-hour program, Showcase 5, a show that would continue to captivate audiences in the years to come, thanks to the charismatic hosting of Johnny Grant. While his honorary title of Mayor of Hollywood was still a decade away, the allure of the 40 stunning contestants vying for the top prize was undoubtedly a compelling reason for Grant's appearance.
As was customary, the show handed out multiple awards. One recipient was Lynne Seemayer, later Lynne Westmore Bloom.
The daughter of Hollywood makeup artist Ern Westmore and silent movie star Ethlyne Clair, Seemayer, who passed away in 2016, achieved notoriety for her painting of a naked pink lady on the side of a mountain in Malibu Canyon.
In 1967, Berwin produced "A Mad, Mod, Open House New Year's Ball" for longtime pal Sal Mineo. The event was held at Spectrum 2000 on the Sunset Strip — a short-lived club already enduring a sequence of nominal reincarnations: Ciro's Living Room, Le Crazy Horse, Kaleidoscope, It's Boss, Ciro's Jr., and The Store.
Not content with Los Angeles, the busy promoter brought the party to Palm Springs. In April 1968, Berwin produced a large-scale rock concert in the Coachella Valley. The six-hour concert was attended by 10,000 people coming to hear Sweetwater, Eric Burdon and the Animals, and Blue Cheer.
An article in Billboard from July 13, 1968, noted that Berwin formed Sound Management and a number of music publishing firms, which he planned to operate from new recording facility in Burbank. Among the new groups signed were; Sweetwater, Triangle, Public Bubble.
At the start of the 1970s, the event bounced between the Beverly Hilton’s revamped International Ballroom and The Factory. For perhaps the first time, the private club in West Hollywood allowed the public to step inside. Berwin collaborated with Mike Curb to provide a roster of MGM talent.
By around 1973, the event was over. Berwin would reappear in 1976 with an all-new Halloween show at the Palladium. This time, the vibe was Disco Party, featuring “The Outrageous Buffalo Bill” and L.A.’s new primal band, The Crazies.
The short-lived affair was MC’d by KHJ jock ‘Machine Gun Kelly’.
During this time, Gary Berwin purchased a home from Donald O’Connor. Berwin redesigned the front entrance of the house, adding back the original enclosed front courtyard, by constructing a wall and double exterior door. He later sold the property to actor and singer, Anthony Newley.
Hollywood Athletic Club
Berwin shifted gears in 1979 when he purchased the empty Hollywood Athletic Club from the relocated University of Judaism (formerly the West Coast branch of the Jewish Theological Seminary). At a reported cost of $11M, the five-month overhaul gave the place a new name: the Berwin Entertainment Complex.
Top-name entertainers who had office space there included José Feliciano, Van Halen, Iron Maiden, WASP, The Beach Boys, as well as office for FILMEX (relocated from the Aquarius Theatre).
Berwin’s plan involved musician’s performing from craft floating on the Olympic-sized swimming pool. Other changes included converting a basketball court into a restaurant.
The venture was not without its hurdles. City regulations required the renovated complex to have a new parking lot. Berwin — erring on the preservation side, consented and purchased an adjacent 12-cottage court on Hudson Avenue. The cottages, rumored to be temporary havens for the club’s famous members, were put up for sale at $1,000 each, with a stipulation that the buyers agree to move the new homes within sixty days.
Hoping to avoid turfing out longtime tenants (paying $160 a month for rent), Berwin ended up building around one of the homes.
While in the process of renovation, the reborn building garnered positive reviews. In 1981, the LA Weekly wrote, “This is a place that is sure to astound, amaze and amuse. Don’t miss it.”
Berwin began leasing out office space, and by 1983, the building hosted a number of clubs;
Maxim — “offering European music and dance”.
Transit — “smooth dance grooves”.
Decadence — “Springsteen to Prince”.
Basics — “jump swing, soul, funk and reggae”.
Perversion — “eclectic tunes and go go dancers”.
Red Light District — “The new headquarters of Hollywood cool.”
During this time, secret club Entre Nous opened. In 1986, the club exclusively for women became Saturn — run by the ladies who opened Clones and Solo.
By the late-1980s, Berwin had put the expensively restored building in escrow and put it back on the market. A muddled deal with Michael Jackson’s parents to purchase 85% of the property fell through. The deal included a 10-story, fully leased office tower and about three acres right on Sunset Boulevard. Berwin would retain 15% and part of the building’s management.
In 1986, Berwin told the Los Angeles Times “The Jacksons’ involvement would have encouraged other investments in the area and speeded up the revitalization of Hollywood.”
However, the Jacksons reneged on their deal. Berwin sued for breach of contract, with courts demanding the Jackson’s cough up the loot or pay for the damages. Joe Jackson opted not to purchase it but never settled the damages, which were assessed at $3M.
Berwin later said he was forced to sell the property for far less and claimed the smooth criminal wrote him a bum cheque. By 1988, the complex was known as the Sunset Landmark Building, and within two years, it became a billiards club.
More recently, Berwin became a resident of Big Bear, about two hours outside of Los Angeles, where he produced movies.
