Anamosa - A Reminiscence 1838 - 1988

handed down to him and a crowd of onlookers gathered
to watch.
One-handed. Dirks sawed a series of cuts which
lopped off branches in the way. He started on the main
trunk like a cartoon character who stands on the
outward branches of a limb and accidentally saws
through his own platform. Two-thirds of the way
though. he stopped the saw and gave a little bounce.
Then another. And another.
A loud crack was his signal to grab for the bridge
railing and he reached it as the massive log dragged
itselfover the dam into the boils below.
‘I had no intention of going in." he said while
climbing on to the bridge deck. But the look in his eyes
didn't compare with the somehow wild look he had
while dancing on the log a foot above the racing waters.
Responsibility has a way of doing that to you
though."
Cecil Benadom
Businessman, Humanitarian
Cecil M. Benadom
Cecil is one of six children bom to Frank and Blanche
Benadom in Anamosa in the early 1900's. As a boy.
Cecil was known around Anamosa for his job with Lee
Sanner's Kleenall Dry Cleaners. where he was steampresser.
shoe-shiner and delivery boy. He used Lee's
Model-T Ford for the latter task. Cecil's father was
Anamosa‘s town barber. and an avid golfer -— an
interest he passed on to Cecil at an early age. and which
remains today as his principal hobby and retirement
pastime.
As a student in the Anamosa schools. Cecil set an
enviable record for perfect attendance over a period of
twelve years. in that he had never been absent nor
tardy. He was excused for one afternoon period to
attend his grandfather's funeral. but that was the only
occasion at which he did not attend class. His record
was almost spoiled when. as a senior. he received a
badly sprained ankle while practicing with the track
squad. However. he attended school — accompanied by
his crutches.
After graduating from Anamosa High in I927. Cecil
attended Brown Business College in Moline. Ill., and
later Augustana College in Rock Island. Ill., for another
year. In 1929. he put his accounting studies to work by
taking a job with the forerunner of the Beneficial
Corporation. ultimately becoming president of the
Beneficial Corporation.
In June I931. he was married to Ellinoy "Billie"
Avise. his college sweetheart. and I2 days later he was
in Santa Monica. Calif.. transferred by the company.
While working in this city. he granted a loan to a father
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whose little girl wanted to take dancing lessons. The
little girl's name was Shirley Temple.
After a series of promotions and transfers. which
included eight years in Canada. Cecil pioneered
overseas openings of Beneficial offices which included
England. West Germany and Australia.
In I963 he became president of Beneficial
Corporation. which operates about I750 loan and
finance oiffices in the United States. England and
Australia. Beneficial also owns two large retailing
organizations. the Western Auto Supply Company and
Spiegel Inc.
While serving as vice-chairrnan of the National Better
Business Bureau. Cecil met with President Gerald Ford
in Washington. D.C. This meeting culminated in a
lasting friendship which finds them on the golf course.
sharing the same enjoyment of one of America's
favorite pastimes.
On January 1. I977. Cecil retired and moved to Lake
Tahoe. Nevada, where he and "Billie" built their
retirement home. It is while they are at their winter
home in the Palm Springs. Calif.. area that Cecil enjoys
the company of President “Gerry" Ford and an
occasional round of golf.
In I974 Cecil was the recipient of the Humanitarian
Award of the U.S. People for the United Nations. He still
serves on the Beneficial Board of Directors.
He and "Billie" enjoy traveling and make at least one
annual trip by auto touring the “good oi‘ U.S.A. They
also spend time with their two married daughters: Joy.
who lives in New Jersey. and Elaine. who lives in
Chicago. and their grandchildren.
Cecil. still proud of his Anamosa heritage. maintains
his Anamosa roots by owning a share of Fawn Creek
Country Club.
Anamosa. in turn. is proud of Cecil.
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Cecil M. Benadom being drivenfor a round ofgolf by
President Gerald Ford.