Charles D. Gelatt

1918 - 2014

GELATT, CHARLES D. Businessman, philanthropist, scholar, railroad and Roman Empire history aficionado died August 9, 2014 at age 96. His life was influenced by the loss of his mother in infancy, his older brother, Jim, a childhood divided between LaCrosse and Miami Beach, and by his father, whose dominance as a businessman in LaCrosse began in the early 1900's. Charles, with good nature, determination, and courage, lived a life of quiet success. These gifts earned him a reputation throughout the state of Wisconsin as one of the leading businessmen of his time. Born January 4, 1918 to Philo and Clara, his Capricorn tendencies and conservative lifestyle served him well. In his personal life, he was known for his belief in consistency and self-control; he ate the same lunch every one of his working days a simple peanut butter sandwich and once waited three years before wearing a newly purchased suit. In matters of business he had a "do it now" personality, having been influenced by his father's maxim "If eventually, why not now?" His childhood was spent in LaCrosse and Miami Beach, where his father had purchased a home in the early 1920's. The family left for Florida each October and returned every May. He would begin the school year in LaCrosse, then attend the Colburn School in Miami Beach, finishing the school year upon his return to LaCrosse. Charles was a graduate of Lincoln Middle School and Central High School. He attended Lake Forest Academy and then on to the University of Wisconsin-Madison where he received his Bachelor's and Master's Degrees in three and one half years thereby dis-proving his father's maxim "college bred equals a four year loaf!" He was elected to Phi Beta Kappa in his junior year. Scholarship was a strong ongoing interest for Charles as he returned to the University of Wisconsin in the late 1970's to pursue a doctorate degree in Economics. Returning to La Crosse from a European tour in 1939, Charles joined his father in the family business, Northern Engraving and Manufacturing Company. In the early days of WWII, he was in active control of the company as it became a prime contractor for the U.S. Navy in the manufacture of 20mm cartridges cases. During this time, the company accomplished one of the first practical methods for drawing metal cartridge cases out of steel rather than the softer conventional brass. The company received the Navy E Award for its contribution to the war effort. Throughout his working years at Northern, Charles' ongoing use of R&D and manufacturing inventions furthered the com-pany's growth. By the 1960's when Northern moved from La Crosse to Sparta, WI, it was the industry leader in the making of decorative industrial products for use in automobiles and on home appliances and other consumer products. Companies such as General Motors, Honey-well, King Seeley, and Maytag were regular customers. He inspired his sales force telling them that, by bringing the shape, style and legacy of art to the average consumer, they were the Michaelangelos of democracy. Proximity to art was previously reserved for popes, kings and nobles, his sales team helped bring it to the middle class. In 1947 he became the youngest individual ever appointed to the University of Wisconsin Board of Regents. He served as Presi-dent of that Board from 1955-1957 and then again in the turbulent anti-war years of 1968-1969. He remained a Regent until 1974. He was also a member of the Board of Trustees of the Northwestern Mutual Life Insurance Company (Milwaukee) from 1960 to 1968. Charles maintained strong connections to Florida, especially to the Surf Club, Surfside, FL a club where his father Philo was a founding member. Charles served on its Board of Directors starting in 1973, and was its President from 1976 to 1978 and again from 1992 to 2000. He served on the Miami Beach First National Bank Board of Directors from about 1945 to 1962, and again in the 1960's. He joined the Indian Creek Country Club in 1954 and was a member of The Bath Club, the LaGorce Country Club and the Cat Cay Club.