Norma Wallace, a name that evokes intrigue and fascination, was a prominent figure in New Orleans during the early and mid-20th century.  As a powerful and resourceful madam, she operated a network of brothels that thrived despite the constant threat of law enforcement. Beginning in 1920, she would operate brothels for the next 45 years, a span that has not been beaten in the history of New Orleans.

Norma first began working at Bertha Anderson’s house at 335 Dauphine. Bertha had worked under Josie Arlington and had opened her own house in the French Quarter before Storyville was closed.



But, Norma decided early on that she was not going to be a streetwalker herself. She was going to be a “landlady,” the woman who owned and operated the house. She made one final trip to Memphis to give it a go there. But, it wasn’t long before Norma was back in New Orleans and angling to open her own house.

Norma befriended - and later married - Peter Gulotta, and world champion bantam-weight boxer who fought under the name Pete Herman. Peter had left boxing as a wealthy man, and he invested a portion in a nightclub at the corner of Burgundy and Conti. He offered Norma use of the upstairs apartment. She brought in three girls, and she was now in operation on her own.



Following a split with Gulotta in 1928, Norma moved from the location over Gulotta’s bar to 410 Dauphine. She renovated the house, and filled it with antiques. She hired the best looking girls, dressed them in formal gowns, and claimed it was the nicest place in the French Quarter.

In the mid-1030s, Norma fell into a relationship with Sammy “Golfbag” Hunt, a notorious Chicago gangster with a violent streak. His nickname came from his habit of carrying his long guns in a golf bag. It is likely that Hunt provided the money to buy the property at 1026 Conti in 1938. Ironically, this house once belonged to E.J. Belloc, the photographer who produced nearly all of the surviving photographic documentation of Storyville. Norma would remain at this location until 1963. 

New Orleans has always had a somewhat tolerant approach to prostitution and gambling. Occasionally, the social climate would change, and Norma would be forced to operate more secretly, more carefully.

While she was arrested a few times, she never spent more than a night in jail until a 1962 arrest for prostitution.  It was after this arrest that she decided to sell the house on Conti.

Royal Tours New Orleans highly recommends Christine Wiltz's biography of Norma Wallace, The Last Madam.

To learn more about Norma Wallace and the fascinating history of prostitution in New Orleans, join Royal Tours New Orleans on our Red Light District History Tour. Call us at 504-507-8333 or email us for tour details or to book your very own private tour in the French Quarter.