Why did Riverside hold a Jayne Mansfield Day in 1958?
In August 1958, the Arlington Chamber of Commerce was planning Gold Rush Days. Never mind that there was never a gold rush in Riverside, the event theme was chosen because the chamber was celebrating its golden anniversary that year. It was also a way to publicize Riverside’s “other downtown” at Magnolia Avenue and Van Buren Boulevard.
Gold Rush Days lasted Aug. 19-23, and included a parade down Magnolia Avenue, a carnival, a special sale at Arlington businesses and many other events.
One way to attract people to the event was by including as many TV and movie personalities as possible. Organizers managed to get actor Robert Culp to ride in the parade to advertise his new television show, “Track Down,” which was about the Texas Rangers in the 1870s. But the news that garnered the most breathless reporting and excitement was the announcement that Corona radio station K-BUC had procured the attendance of movie star Jayne Mansfield at Gold Rush Days.
As soon as that news was announced, Riverside Mayor E.V. Dales couldn’t proclaim fast enough that Friday, Aug. 22, was to be Jayne Mansfield Day in Riverside. Note there was no discussion of there being a Robert Culp Day. But Robert Culp wasn’t a beautiful blond bombshell!
On Aug. 19, Eugene Pierson of the Arlington Chamber of Commerce attended the Riverside City Council meeting, dressed in a western outfit complete with rifle, to ask that as many council members as possible greet Mansfield when she arrived in Riverside. One council member asked if there would be coffee and donuts. Mayor Dales replied, “Who wants coffee and donuts when you get to see Jayne Mansfield?”
The jocular discussion among the all-male council finally prompted the mayor to tell the men “Gentlemen, let’s keep it decent.”
It was originally announced that Mansfield would arrive by plane at Riverside Municipal Airport on the morning of
Aug. 22. Instead, Mansfield drove to the airport in her convertible with husband Mickey Hargitay, 7-year-old daughter Jayne Marie and her agent. There she was given a raucous greeting by hundreds of people, as well as a contingent of public officials and local notables. Mansfield signed some autographs while sitting on the trunk of her car before heading off to Gold Rush Days.
From the airport, Mansfield and her party went to the Silver Bell restaurant, where a reception and lunch were held. Afterward she walked around the carnival area on Magnolia Avenue, which likely caused quite a stir. Gold Rush Days organizers then had the movie star judge what was called a “pioneer style” fast draw contest for children of various ages. It was obviously a different time, since having kids today show how fast they could whip out a gun would probably not be part of any local event.
During the afternoon, Mansfield attended a party given at Housty’s Vegas Bar by the Riverside Chamber of Commerce. It was part of Riverside’s Diamond Jubilee observances, in honor of the city’s 75th year.
From articles in the local paper, it was clear that the Arlington Chamber of Commerce did everything it could to make Gold Rush Days successful. It appears the event was fun and memorable, made even more so by the attendance of a beautiful Hollywood star.