For Norma Jean Goodheart, it all supposedly started with someone from the Loveland Chamber of Commerce flipping through the white pages of a phone book.
Her last name, Goodheart, then supposedly caught this person’s attention, Mabel Thompson reportedly joked when she was still alive.
With a last name like that, how could Norma Jean not be a good fit for the position of Miss Loveland Valentine volunteer chaperone?
Sure enough, more than 30 years later, Norma Jean is still serving as the volunteer chaperone for the program – a role that has deeply impacted her outlook on life.
“I think it has expanded my world in following these girls, and it has expanded my vision of what’s possible for one thing,” Norma Jean shares. “And it’s expanded my vision of Loveland…. It has been a great experience, well beyond my imagination.”
Since the inception of the Miss Loveland Valentine program, Norma Jean has chaperoned about 30 high school senior girls who’ve gone through the program. She received a letter from the Loveland Chamber of Commerce dated Nov. 11, 1993, asking her to be a volunteer chaperone for the program.
If Norma Jean finishes the year, then the 2026 Miss Loveland Valentine, Ellory Anne Bauersfeld of Loveland High School, will be the 32nd girl that she’s chaperoned. The first Miss Loveland Valentine Norma Jean chaperoned was Meghan Nichols in 1994.
The origins of the program trace back to the founding of the Loveland Valentine Re-Mailing Program. In the 1940s, local postmaster Elmer Ivers and others from the Loveland Stamp Club brainstormed the idea of establishing a re-mailing program as a stamp collection oddity, according to Gwen Masche, daughter of stamp collector Count Masche. After a couple of years trying to promote the program, they realized they needed assistance with marketing it and sought the help of local businessman Ted Thompson. At the time, Ted managed the Rialto Theater and served as president of the Loveland Chamber of Commerce.
In order to promote the program, Ted saw an opportunity to crown a Miss Loveland Valentine, a local representative to publicize it, each year.
Ted, with the help of his wife Mabel, turned the program into a success. Now, in its 80th year, thousands of letters are sent through the Loveland Valentine Re-Mailing Program.
Aside from the re-mailing program, Miss Loveland Valentine serves as the city’s representative, gives speeches, and meets with government officials. Those selected as Miss Loveland Valentine also receive scholarship funds from the Thompson Education Foundation for her college education.
“Miss Loveland Valentine serves as a cherished spokesperson for our community, carrying on a beloved tradition that celebrates Loveland’s heritage,” says Mindy McCloughan, president and CEO of the Loveland Chamber of Commerce. “The program highlights how special the Valentine season is to Northern Colorado and reinforces the pride, charm, and sense of unity that define our community.”
Per Norma Jean, three area high school senior girls from each of the schools in the Thompson School District are nominated for a shot to claim the title of Miss Loveland Valentine. School counselors are asked to nominate these girls. The nominated girls must have a 3.0 GPA, submit an essay, prepare a 3-minute speech titled “Loveland, My Community,” undergo an interview process, and talk one-on-one with the program’s judges.
“It’s not a beauty contest, I want to express that,” Norma Jean stresses. “It’s how they perform and how they think on their feet and how they present themselves…. They’re representing the city.”
As the volunteer chaperone, Norma Jean is in charge of scheduling events, accompanying and preparing Miss Loveland Valentine for appearances, keeping extra items, such as combs and safety pins, on hand for her, occasionally introducing her at the podium, and ensuring that she feels safe and comfortable.
To be chosen as the official Miss Loveland Valentine and to represent Loveland is a meaningful and rare experience, Mindy notes.
“This time-honored tradition instills a deep sense of community pride and often becomes a catalyst for greater opportunities,” Mindy continues. “It encourages a lifelong journey of service to others before self and leaves a lasting impact on the young women who participate.”
And while Ted and Mabel Thompson have both passed, Norma Jean believes the Miss Loveland Valentine program will live on forever.
“There’s no way it can ever die because people keep sending their Valentines to be stamped,” she declares, noting the trays of cards stacked clear to the ceiling at the Loveland chamber each February. “I don’t think it can ever go away.”
“The program highlights how special the Valentine season is to Northern Colorado and reinforces the pride, charm, and sense of unity that define our community.”
A Show of Appreciation
“Words truly cannot express what Norma Jean means to this program. Since the passing of Ted and Mabel Thompson, Norma Jean has been the lifeblood of the Miss Loveland Valentine program. Her dedication, guidance, and unwavering commitment have carried this tradition forward with grace and heart. Quite simply, the program could not continue at the level it does today without her leadership. Filling Norma Jean’s shoes will be a tremendous task—one that, at this point, is difficult to even imagine. Our team continues to support Norma Jean when additional assistance is needed, and she has assured us that when the time comes, she will identify someone to shadow her and learn the responsibilities of the role. This thoughtful approach will help ensure a smooth transition whenever she decides to retire.” - Mindy McCloughan