Larry West

A Biography of Assembly 23 Namesake Larry West

Larry in the '70s with cards in hand

In the spring of 1993 Assembly 23 was renamed the Larry West Assembly. So that the newer members and magicians who may not have know Larry, below is a brief biography in order that they might become better acquainted with the person our Assembly is named for along with a group of photos showing his various faces.

Left to Right – Art Emerson & Larry West as they appeared on cover of MUM

Larry was born Gilbert Lorenzo West, Jr. on December 13, 1931 and at the tender age of eight years he received a Gilbert Mysto Magic Set for Christmas, and like so many of us, was never the same. In Larry's case, magic was never the same either! Larry attended Wilbraham Academy, Mass. Preparatory School and later Clark University where he took a degree in sociology. During this period he met and married Lois, a marriage which produced two children, Lon and Lori.

Larry at the piano at the National Press Club.

During his growing up years while visiting relatives in New Haven, Conn., he spent a great deal of time with slight-of-hand artist Rudy Reimer and inventor-manufacturer Todd Petrie. As the years passed he started developing his expertise in card magic, which was his forte.

Larry's full-time work was in broadcasting. After college, marriage and military service, in the 1950's, he started in radio in his home town of Pittsfield, Mass. Larry moved to Springfield, Mass., and for over two years produced a weekly television show (104 programs) for children on TV station WWLP, Channel 22, "The Mad House," under the guise of "MAX the Mad Magician." After working briefly for General Electric Broadcasting in Schenectady, N.Y., Larry went to Washington, D.C. for the Voice of America where he was an announcer and producer-director of documentaries and special English language programs.

Larry demonstrating for Mark Wilson

It was during the TV phase of his career that forced Larry to be inventive since the show used material at a rapid rate. With the appearance of Alex Elmsley's famous "Ghost Count" in the Dai Vernon "Twisting the Aces" routine, Larry found fertile ground for his inventiveness. Add this to his move to Schenectady, N.Y., where he met Vern Chesbro who had combined "Oil and Water" with the Elmsley count, and poor Alex's sleight would never be the same again. Alex Elmsley once commented to Larry, “I’ve created a monster.” Vern and Larry joined forces to write "Tricks You Can Count On," a book of card effects using the Elmsley Count and other counts (currently in its third printing,) which is still considered a classic of this genre of card magic.

Larry as “Witch Hazel” with Russ Glover in their National Award winning act “Professor Baldini & Witch Hazel”

At the 1967 national Magic Convention in Philadelphia, Larry met Art Emerson. The birth in 1968 of Emerson and West paired an inventive mind and a master salesman and introduced a line of exclusive magic effects under the Emerson and West banner at the Columbus Magifest in 1969. The line grew over the years and the Emerson and West packet card effects could be and even now can be seen particularly "Color Monte" the most popular packet ever marketed.

Many of the effects were Larry's. Many of the others, marketed by Emerson and West and credited to others have Larry's fine touch with modifications and improvements which have made the effects better than the original.

Larry as “Max the Mad Magician” during one of his TV shows.

In 1985, following the death of Charles Hudson, Larry volunteered to continue the Card Corner column of the "Linking Ring" with his first offering appearing in December 1985 and continued until his death in November 1989.

Art and Larry with Frank Garcia

In the beginning of the 1980, Larry teamed up with Ray Eyler to form KEE-West Productions. KEE-West printed and published lecture notes and various other magic and non-magic publications. Later in the mid 1980's Larry and Ray started putting together several effects for the magic market.

Three clowns at MAES: Ray Eyler, Larry, and Ed Sparrow

Those who knew Larry also know that mere words could not paint an accurate picture of the total man. His booming voice was recognized by all. His warm heart was always available to help others. And his sometimes off-the-wall humor brought laughter and pleasure. Above all, Larry loved magic and wasn't afraid to show it.

Larry with his wife, Lois

Larry was not only an excellent magical performer but was adapt at the piano even though he could not read music. On occasion he combined the two talents to provide entertainment for his audience.

Larry died of a sudden heart attack during the night of November 24, 1989. In 1993 the Assembly 23 of the Society of American Magicians was officially renamed the Larry West Assembly in his honor and to carry on his memory.