Written by Elizabeth Brunton
This article was originally published in an Issue of Coronado Magazine. To read this article and more from Coronado Magazine, click the button below.
Norma Nicolls’ parents were Italian immigrants, but they actually met in the US after they had both arrived. Her father was a talented tailor, and her mom was a housewife. She grew up in Baltimore, Maryland, with her brother and sister. After high school, she attended St. Agnes College for Women in Mt. Washington, Maryland (a Catholic college for women), majoring in English and secondary education. During her senior year, she and her best friend dated Naval Academy graduates from nearby Annapolis. It was a great time with the dances and other outings. In March of her senior year, the other couple had become engaged when Pat Nichols, Norma’s future husband, unexpectedly suggested, “We should have a double wedding now.” Norma was flabbergasted but went along with it. Unbeknownst to their parents, they traveled out of state to Alabama and were married by a justice of the peace. At that time, students weren’t allowed to be married, so both women worried about being discovered until they had that diploma in their hands. After graduation, she told her family, and they insisted on a second church wedding.
As the wife of a Naval aviator, the family moved often; to Virginia, Florida, and remote sites in California. In the early years of her married life, Norma was VERY busy with five children being born in short order. Her oldest son Kevin, was born in Kingsville, Texas; Kelly in Baltimore, Maryland; Kathy in Jacksonville, Florida; Kris in Monterey, California; and the youngest, Kraig, in Lemoore, California. Her husband was the Air Boss on the USS Kitty Hawk at North Island in the late seventies, and the entire family fell in love with the island. Norma never left. They rented their first house at Eighth Avenue and B in 1976 for $85.00 a month. Life was busy and hectic for this mother of five, but also in her role as a Navy wife. As a Board Member of the Officer Wives Club on North Island she facilitated communication between families and Navy personnel during the Vietnam War and afterwards.
Norma’s five children, twelve grandchildren, and four great-grandchildren are very important to her. In fact, four children live and work in Coronado, and one lives in Bend, Oregon. All five graduated from Coronado High School, and ten of her twelve grandchildren did also. They are her pride and joy. Family pictures are proudly displayed everywhere in her home. In addition to a busy home life, Norma’s accomplishments in the business world are impressive as a fundraiser, estate manager, event planner, and organizer extraordinaire, and her role as Executive Assistant to the Chairman of the Hotel del Coronado.
Norma’s time in Coronado is closely tied to the Del (1979- 2001). She was first the Executive Assistant to Larry Lawrence (owner of the Hotel del Coronado) and was then promoted to Vice President of Corporate Affairs. In her role, she maintained the daily schedule for Larry Lawrence (MLL), booked all domestic and international travel, coordinated all major personal and professional events, and acted as liaison between MLL and all departments of the Hotel. She said that one coworker confessed that five words that no one wanted to hear was, “Norma is on the phone” because a reprimand from Norma’s boss was coming next. She had the opportunity to meet many celebrities and dignitaries, facilitating VIP reservations and coordinating many political fundraisers at the State and national level.
Norma was the primary event coordinator and inter-departmental liaison in preparation for the Hotel del Coronado’s centennial celebration in 1988, which took three years of planning. No expense was spared in the décor, flowers, and menu – all over the top. A reserved table cost $25,000 with $5,000 allocated for charity. The impressive banquet was held first in the Crown Room, and then guests were led to the Ballroom for the after-dinner entertainment, including comedian George Burns. Norma, who was single by that time, was recruited to be George Burns’ “date” for the evening. She was initially reluctant, but remembers her time that evening with George fondly.
Admittedly, one of the most challenging aspects of her role as VP Corporate Affairs was balancing the personal and professional lives of MLL. Norma respected and appreciated Larry Lawrence. She said that he had great business sense, but also was very kind and generous to her family and children. In fact, many of her children worked at the Del during their school breaks.
After her time at The Del, she had various positions, including political fundraising, Event planning, and estate management. During this time, she continued her education, attending the Fundraising School of Indiana University and was an active member of the Executive Women’s International. This organization “brings key women together to promote their firms and communities” with over 1,000 members in the United States and Canada.
But Norma is especially proud and rightfully so of her time at the USS Midway Museum, which opened in San Diego in 2004, and Time Magazine dubbed it the Top Tourist Destination in California. She served as Director of Major Gifts from 2006 to 2020 and oversaw the design/editorial of donor proposals, newsletters, brochures, and gift solicitation materials. Norma also represented the USS Midway Museum in the community, state, and nationally at off-site events.
Norma created and developed the Midway Patriot Award in 2011, which honors those whose lifetime of accomplishments epitomize the true meaning of patriotism, personal sacrifice, and selfless service to country. The award nominees are announced and recognized at the Annual Gala. Some of the recipients during Norma’s tenure at the Midway included: Senator John McCain and James Stockdale (2011), Pete Wilson and Baseball Hall of Fame Sportscaster Jerry Coleman (2012), Senator Bob Dole (2016), Naval Aviators & Vietnam Prisoners of War (2017) , and Congresswoman Gabrielle Giffords & CAPT Mark Kelly, USN (Ret) (2018). She raised millions for the Annual Gala and the Midway American Patriot Award. Those funds also supported the Education Department’s Scholarship Fund, “No Child Left Ashore,” which provides funding for students from underserved San Diego County schools to visit the Midway Museum and participate in STEM educational programs, covering costs like tuition and transportation. Norma also supervised all aspects of event design, including theme, honoree reception, décor, and entertainment. Definitely Event Fundraiser Extraordinaire!
At her retirement party in 2020, she received a standing ovation and many grateful accolades. Staff members expressed their heartfelt thanks with comments like the following two: “What a legacy you leave behind, both personally and professionally. Wow…”, also “Queen Norma- it’s been such a pleasure working with you on the gala! Never forget what a difference you’ve made. You are simply the best! Love you.”
Post Midway, she enjoyed international travel to the Netherlands, France, Italy, Sicily, Turkey, Greece, and Croatia. She’s also an avid reader. She has also been able to spend more time with her grandchildren and other family members. Not one to slow down, since 2022, Norma has been a docent at the Ice House Museum at The Del. There, she is able to share some (not all) of her experiences at The Del.
Norma Nicolls is a mom, grandmother, corporate vice president, fundraiser, Queen of the Midway, Island Icon, mentor, and model. Norma has retained her model physique and is a beautiful person inside and out. She is a very classy lady – always dressed impeccably and with style. She could easily walk that fashion runway today like she did when she was 16!
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