The American Way of Death Revisited

Marketing, as always, is probably one of the touchiest areas in funeral service—given the volatility of the topic and, often, the vulnerability of the client—and this latest dustup only reconfirms the point. Done correctly, there is nothing illegal about telemarketing: A service or product is available at a fair price and you, Mr. and Mrs. Consumer, should know about it.

Certainly, with 9,000 employees, The Loewen Group or any other large mega-business is going to have its share of overzealous sales people who aggressively cross the line into unfair and/or fraudulent marketing ploys. Is the basic problem a compensation system based on commissions? Does that particular motivating factor impel too many sales people over the line? No easy answers here. In conversation with Loewen cemetery division officials, it became clear that commissioned sales people are the traditional—and proven—way to go, and that straight salary or salary/commission combinations have not yielded the optimum sales results. To this Monitor, the key element is to hire the best and insist on sales training—heavy-duty training which explicitly outlines strict limits, largely scripted presentations, and provides no excuse for lack of knowledge about the dos and don’ts.

The Loewen Group and any other deathcare enterprise must maintain a strong company policy against high- pressure selling tactics—and promptly fire those who venture off the reservation. It has been said before: Other businesses can afford their occasional bad apples a lot better than funeral service can.

9. SHROUDLAND REVISITED

Nothing in Los Angeles gives me a finer thrill than Forest Lawn…. The followers of a triumphant Master should sleep in grounds more lovely than those where they have lived—a park so beautiful that it seems a bit above the level of this world, a first step up toward Heaven.

—BRUCE BARTON, quoted in Art Guide to Forest Lawn

Forest Lawn Memorial-Park of Southern California is the greatest nonprofit cemetery of them all; and without a doubt its creator—Hubert Eaton, the Dreamer, the Builder, inventor of the Memorial Impulse—is the anointed regent of cemetery operators. He has probably had more influence on trends in the modern cemetery industry than any other human being. Mrs. Adela Rogers St. Johns, his official biographer, sees Forest Lawn as “the lengthened shadow of one man’s genius.” Even as she was writing those words, that long shadow was creeping over much of the cemetery land in the territorial United States; today it spans oceans, extending to Hawaii and even to Australia.

The Dreamer and his brainchild are already known to tens of thousands of readers through The Loved One, by Evelyn Waugh—to whom Mortuary Management refers as “Evelyn (Bites-The-Hand-That-Feeds-Him) Waugh.” If there are skeptics who think that Mr. Waugh may have been guilty of exaggeration, a visit to Forest Lawn should set their minds at rest.

I was among the one and a half million who passed through the entrance gates one year; the guidebook says they are the largest in the world, twice as wide and five feet higher than the ones at Buckingham Palace; and (presumably to warn anyone rash enough to try hefting one) adds that each weighs five thousand pounds.

It is all there, just as Mr. Waugh has described it, although in the intervening years since The Loved One was written, there have been many additions, so the overall impression is that today it far transcends his description.

There are the churches, ranging from wee to great, the Wee Kirk o’ the Heather incongruously furnished with wall-to-wall carpeting, the Great Mausoleum Columbarium, primarily patriotic in theme, with its Memorial Court of Honor, Hall of History, Freedom Mausoleum, and Court of Patriots. “Does one have to be a citizen or sign a loyalty oath to get into the Hall of Patriots?” I asked a guide. “No, ma’am!” was the answer. “Anyone can be buried there, as long as he’s got the money to pay for it.” (This is not strictly true; Forest Lawn refused convicted rapist Caryl Chessman’s last remains “on moral grounds.”)

There are statues, tons of them, some designed to tug at the heartstrings: Little Duck Mother, Little Pals, Look, Mommy!, others with a different appeal—partially draped Venuses, seminude Enchantresses, the reproduction of Michelangelo’s David, to which Forest Lawn has affixed a fig leaf, giving it a surprisingly indecent appearance.

A 1996 visit to Forest Lawn Memorial-Park in the Los Angeles suburb of Glendale confirmed the extraordinary stability and vigor of the business.

There has been no change in style. The Dreamer has been put to rest in the Court of Honor, but the vulgarity of his Dream is being maintained with a sure and faithful hand—shooting-gallery statuary, gift shop, Wee Kirk o’ the Heather. Changes are in terms of scale only. There are now five Forest Lawns in Southern California where once there stood one—Hollywood Hills, Cypress, Covina Hills, and Forest Lawn-Long Beach, “formerly Forest Lawn- Sunnyside,” complete the roster.

Forest Lawn’s “life size replica” of Michelangelo’s David was toppled from its pedestal and demolished, fig leaf and all, in the Sylmar earthquake of 1971. Another replica, sans fig leaf, installed a decade later fared no better. David was removed when ladies’ groups took exception to his full frontal nudity.

While Forest Lawn operates funeral parlors and flower shops in each of its locations, the sale of burial plots is still the core of its business. Medium-priced graves are now priced at $5,580 in the Vale of Faith to $10,900 in the Terrace of Brilliant Star; 15 percent is now added for perpetual care. Should you want something better, $27,000 will get you into the Terrace of Sunlit Skies, and for $31,000 you may join even more select company in the Garden of Honor (which features piped-in pop hymns, a feature that might make it, for some, their idea of perpetual purgatory). You may if you wish install an approved statue, but to do so you must buy four or more grave spaces.

The population of Forest Lawn, over 200,000 in 1961, has been augmented by new arrivals at the rate of 6,500 a year. On all sides one may see the entire cycle of burial unfolding before one’s eyes. There is a museum in Chicago containing an exhibit of hatching chicks; the unhatched eggs are in one compartment, those barely chipped in another, next the emerging baby chicks, and finally the fully hatched fledglings. The Forest Lawn scene is vaguely reminiscent of that exhibit. Here is a grass-green tarpaulin unobtrusively thrown over the blocked-out mound of earth removed to ready a grave site for a newcomer. Near it is a brilliant quilt of mixed orchids, gardenias, roses, and lilies of the valley, signifying a very recent funeral. Farther on, gardeners are shoveling away the faded remains of a similar floral display, possibly three or more days old. Between these are scores of flat bronze memorial plaques bearing the names of the old residents. In the distance, the group of people entering one of the churches could be either a wedding party or a funeral party; it’s hard to tell the difference at Forest Lawn.

Other sights to visit are the hourly showings of the Crucifixion (“largest oil painting in the world”) and a stained-glass reproduction of The Last Supper. Mrs. St. Johns says of the Dreamer, “In Missouriese, he had always been a sucker for stained glass.”

Behind the Hall of Crucifixion are the museum and gift shop. The purpose of the museum and the method used to assemble its contents are explained by Eaton in Comemoral. If a museum is established, people will become accustomed to visiting the cemetery for instruction, recreation, and pleasure. A museum can be started on a very small—in fact, minimal—scale, perhaps to begin with in just one room with just one statue. Once started, it will soon grow: “I speak from experience. People begin to donate things with their names attached, and bring their friends to see them on display.” The result of this novel approach to museology is an odd assortment of knick-knacks—old coins, copies of the shekels paid to Judas for his betrayal of Jesus, a bronze tablet inscribed with the Gettysburg Address, some suits of armor, Balinese carvings, Japanese scrolls, bits of jade, some letters by Longfellow, Dickens, etc., and lots more.

The museum received front-page publicity in the Los Angeles press in 1961 on the occasion of the Great Gem Robbery. With his enviable flair for showmanship, Dr. Eaton managed to turn the robbery and even the actual worthlessness of the “gems” to good account in a half-page advertisement in which he made one of the most touching appeals ever addressed to a jewel thief: “We feel that you cannot be professional thieves, or you would have known that neither the black opal named ‘The Pride of Australia’ nor the antique necklace could be marketed commercially. These two are valuable principally for their worth as antiques…. The emerald and diamond necklace