Remembering Leona Walaszczyk, Former Director of the Macy's Parade

In the late 1940s and early 1950s, Polish-born Lee Wallace (1903-1989) was the head of public relations for Macy's in New York and therefore the boss of the store's hugely famous Thanksgiving Day Parade. In fact, 2024 is the 100th anniversary of this incredible parade!

The Parade always took place around the time of Lee's birthday, November 24th, so I doubt she had time for any personal celebrations. Lee was my aunt Dorothy Schwartz's beloved life partner. 

Walasyk to Wallace

Before I began writing this post, I reviewed my research and looked for anything new. It wasn't so long ago that I found out Lee had Americanized her surname from Walasyk to Wallace. 

Now I've uncovered a 1951 newspaper legal notice mentioning Lee and her brothers and their children. New news about Lee's original surname!

Walaszczyk to Walasyk to Wallace

Published in the Record newspaper of Hackensack, New Jersey, the notice announces that the undersigned will apply for a judgement authorizing them to "assume other names."

Interestingly, Lee was using the name "Leona Z Wallace" as long ago as 1936, when she applied for a Social Security number. I have a copy of that application. I wonder why the family, together, took legal steps to change to the Wallace name in 1951? (Update: A BlueSky follower suggested it might be due to one or more of the Wallace family members intending to apply for a US passport. That sounds quite likely!)

Anyway, by discovering their original surname was Walaszczyk, I was able to find her and her parents and siblings in the 1915 New Jersey Census and the 1920/30 US Census records. Her father Anthony was a silk weaver, as was her mother Frances. Lee's parents never simplified their surname to Walasyk, but her brothers did, and after their parents passed away, they all ultimately switched to Wallace in 1951.

Happy birthday to Leona Z. Walaszczyk (pronounced VALASHCHICK), who headed the most well-known Thanksgiving parade in the United States, with my Auntie Dorothy at her side. 

Aunt Lee and the 1950 Macy's Thanksgiving Parade

The 24th annual Macy's Thanksgiving Parade was held 73 years ago, on November 23, 1950. My honorary Aunt Lee Wallace (1903-1989) directed the whole shebang as the head of Macy's special events and public relations. She had so many creative ideas and was brilliant at getting publicity for the department store.

So many famous folks and so many impressive floats and performances made this a special parade for spectators of all ages who lined the route in Manhattan. According to the 1950 news advertisement on the fandom page for the parade, Jimmy Durante led off, with Bert Parks greeting Santa in person. Boris Karloff rode on a pirate ship float.

Cowboy star Hopalong Cassidy (played by William Boyd) rode his white horse, Topper, in the parade--you can see them in this home-movie clip from Dusty Old Thing and in this clip from the Footage Farm. For more images of this big parade, including a spaceman float my aunt mentioned in a 1952 interview, see this photographic retrospective. 

My honorary aunt, partner of my mom's twin sister, planned every detail of the parade, from start to finish. Thinking of Aunt Lee and remembering her with love on this Thanksgiving Day, 2023. 

From Immigrant to Head of Thanksgiving Day Parade

Harold the Baseball Player, balloon shown in the 1946 Macy's Thanksgiving Day Parade. Courtesy Macy's Event Media.

Leona Zonna "Lee" Wallace was born 99 years ago yesterday, on November 24, 1903, in Lodz, Poland. She was the director of the Macy's Thanksgiving Day Parade from the late 1940s until the mid-1950s. Importantly for family history, she was my aunt's life partner starting in that period and continuing for 40+ years.

To honor Lee's memory during this week of Thanksgiving, I've written and posted the following bite-sized bio as part of my NaGenWriMo initiative to document family history online.

Born in Lodz, Poland on 24 Nov 1903, Leona Zonna "Lee" Wallace had two younger brothers who she helped support after the family arrived in America in 1909. Lee worked during the day and attended high school classes at night. In her spare time, she took art lessons, she told a newspaper interviewer in 1952. 

During World War II, Lee worked in labor relations for the Quartermaster Corps, headquartered in Washington, D.C. After the war, she applied to Macy's department store in New York and worked her way up to head of the store's high-profile special events group--including directing the biggest holiday event of the year, the famous Thanksgiving Day Parade. By the 1950s, Lee had earned a national reputation for superbly directing all aspects of the annual parade, from planning to execution. 

In 1952, Lee formed a business partnership with her partner, Dorothy Schwartz (1919-2001). The company was called "Lee Wallace Associates, Parade and Special Events, Consultants." Together, they managed not only the Macy's Thanksgiving parade but also the five-day Bridgeport (CT) Barnum Festival on July 4, 1953. Dorothy (twin sister of my Mom) soon left the business and started a career in high school education. 

Lee and Dorothy shared a deep love of art, theater, and culture. They were devoted to their nieces and nephews, visiting often and taking them on outings to the beach, amusement parks, etc. In later years, Lee's health deteriorated as she suffered a series of strokes. Lee Wallace died on 18 Sept, 1989, at the age of 85.

Today, I'm thinking of my aunt with affection as I keep her memory alive for the future. 

My Honorary Aunt, Planner of America's Best-Known Parade

Leona "Lee" Wallace and feathery friend

Leona "Lee" Wallace (1903-1989) lived quite a life! She was my honorary aunt, the life partner of my favorite aunt, Dorothy Schwartz (1919-2001). As I write a dual family history of my aunt and her twin sister, my beloved Mom, I'm continuing to research their personal and professional lives--and making wonderful finds.

I had no idea of Lee's family background and early career until my newspaper research unexpectedly revealed a surprisingly informative interview published exactly 68 years ago today, on December 1, 1952. 

Lee Wallace, Head of Macy's Thanksgiving Parade

Lee became famous during the 1950s for planning the annual Macy's Thanksgiving Day Parade in New York City, known throughout the nation for its giant balloons and A-list bands. A respected master of publicity for Macy's special events, she was at the height of her fame when she sat down with journalist Alice Hughes, who wrote a column titled "A Woman's New York." (The copy I saw ran in the Poughkeepsie Journal in New York, column copyrighted by King Features Syndicate, Inc.--now saved to my Ancestry tree!)

In the 1952 interview, Lee spoke with enthusiasm about the five "mammoth inflated balloon figures" that were the stars of that year's parade, including a 50-foot rocket ship and a 60-foot space man. She said "jets and mystery missiles hurtling through space rivet [children's] eyes and minds to the sky." Although this was five years before Sputnik was launched, my honorary aunt was already focusing young people on the wonders of space!

Lee Wallace, Caring for Brothers and Taking Night Classes

The interviewer devoted two lengthy paragraphs to a synopsis of Lee's life before becoming America's most prominent parade planner.

• Lee raised her two younger brothers on her own, working during the day and attending high school classes at night. In her spare time, she took art lessons.
• During World War II, she worked in labor relations for the Quartermaster Corps, headquartered in Washington, D.C.
• After the war, she applied to Macy's in New York and worked her way up to head of the department store's high-profile special events group--including planning for the biggest event of the year, the Thanksgiving Parade.

Lee and my aunt Dorothy met at Macy's and settled into a happy life together soon afterward. The photo at top shows Lee with the mischievous little parakeet that kept my mother company during the 1970s. 

I'm thinking of honorary aunt Lee with great affection today, and feeling quite grateful for the 1952 publication of an interview that told me so much about my honorary aunt's early life.

"Gratitude" is the theme of week 48 in the #52Ancestors challenge.

This is also my #GenealogyBlogParty entry for #WomensHistoryMonth at the Genealogy Blog Party for March, 2021!

Talented Tuesday: Auntie Dorothy and the Thanksgiving Day Parade

My mother's twin sister, Dorothy Schwartz (1919-2001), became a part of the great Macy's Thanksgiving Day Parade through her close relationship with the parade's talented director, Lee Wallace.

Lee Wallace was with Macy's for many years, and insiders must have smiled when they read the store's New Year's ad on January 1, 1948. Look closely, and you'll see it mentions a telegram sent to Lee c/o the store (excerpt is at left).

"Aunt" Lee, as my sisters and I affectionately called her, was in charge of Macy's special events, and she directed the Macy's parade for about a decade. My Auntie Dorothy was her assistant starting in 1950 (as mentioned in the Farkas Family Tree minutes for that year).

During 1951 and 1952, Dorothy and Lee worked on lots of special exhibits for Macy's, including an Italian showcase and--I can't make this stuff up--a puppet exhibit for which my Auntie made the wigs.

In 1952, Dorothy briefly left Macy's but later that year, she and Lee formed a partnership, "Lee Wallace Associates, Parade and Special Events, Consultants." Their first project together was: The 1952 Macy's Thanksgiving Day Parade. 

In March, 1953, Dorothy and Lee were commissioned to run the Bridgeport Barnum Festival on July 4th. This magazine excerpt from May, 1953 shows that the two were being publicized within the industry. According to the family tree minutes, Dorothy then recuperated from the experience by vacationing on Cape Cod!

Dorothy and Lee remained together personally after their professional relationship ended in the mid-1950s, when Auntie Dorothy became a teacher in the New York City school system.

Happy Thanksgiving - Parade Memories

Living in NYC, my family often went to the big Macy's Thanksgiving Day Parade, which meant getting up early and riding the subway an hour to get downtown to a street where we could see the floats and bands pass by. Of course Spider Man wasn't in the parade then, but other cartoon favorites were fun to see. Santa in his sleigh arrived at the tail end of the parade, then as now, much anticipated as the high point of the whole show. The crowds were enormous but we usually staked out a spot where we children could sit on a parent's shoulders or climb on a nearby statue or fountain to get a better view. If we were lucky, we'd come home with a little balloon of our own! My honorary aunt Lee Wallace directed this big parade for a number of years.

In other years, we watched the Macy's parade on TV and flipped channels to see the Dayton's parade in Detroit (after the Macy's parade was over) and the Gimbel's parade in Philadelphia. I didn't realize that the Philadelphia parade had continued after Gimbel's went bust in the 1980s, but now it's the a sponsored parade by another brand. 

Happy Thanksgiving and happy memories. (updated 2022)