Longtime funeral director Blane Goodman has announced he will open Blane Goodman Funeral Service, LLC, in November at 10050 N. Port Washington Rd. in Mequon.
“I’m glad to be back working in Milwaukee and will offer the entire Jewish community the highest quality funeral service,” he said in a recent interview. He will stress caring, personal service and work to build trusting relationships within all denominations of the Jewish community, he said.
“To the best of my knowledge, I’m the only active, licensed Jewish funeral director in Wisconsin and as such will continue to provide the same quality of services that I have since 1979 when I joined my family’s business, Goodman-Bensman Funeral Home.”
Acknowledging that his new operation is not affiliated in any way with the former business, he said, “I am purposely using my surname because of the reputation I have developed in the community over the past 20-plus years. However, the new company will be wholly owned and operated by me.”
“I don’t want to create any confusion, but I do want people to know that I’m back working in Milwaukee for the Jewish community,” he continued. “Also, I want to make it easier for people who have known me throughout the years to contact me.”
Further, Goodman noted that the operation is not part of a national chain, which he believes “allows for more individualized service.”
A third-generation funeral director, Goodman follows in the footsteps of his grandfather Harry Goodman, who began the business in 1927, and his father, Burton Goodman. “It seems many funeral homes across the country are multi-generational. Maybe one of my children will join me,” he said.
Desire to help
He got an early start in the field and recalls helping while still in high school. “I used to pick up rabbis or cantors and take them to the service. Also, I remember taking a friend along when I drove to Chicago to pick up a special casket,” he said.
Goodman said he wanted to get involved in the business because of his innate desire to help people. “This is really a people-oriented business to help people at the worst time in their lives.”
The family business was sold in 1992 and has had four ownership changes since then. It is now owned by Milwaukee Funeral Services, which also owns the Jewish Community Funeral Home.
“I think our downfall began when the firm was sold to a non-Jewish funeral home chain,” Goodman said.
Noting the coincidence that the Jewish Community Funeral Home provided competition for Goodman-Bensman, he said, “Now, I’m creating competition for my previous competition.” I think competition is a healthy thing for Milwaukee.”
Debra Marcus Watton, president of Milwaukee Funeral Services, said last week that she was unable to comment on the opening of the Blane Goodman Funeral Service, LLC, at this time.
For the past two years, Goodman has developed an advance funeral planning program for a funeral home in Madison.
“This trend has been growing since the 1960s because it removes the emotional and financial burden from the family,” Goodman said. “I hold an insurance license and an agent for burial agreement license in addition to my funeral director certification, so I am able to help people plan for their funeral expenses via a life insurance policy. They can pay their future expenses in today’s dollars, which is a financial benefit.”
“Also, advance planning can protect people who want to divest money from their estates,” he added. “Another advantage is that people are able to record their wishes, which may avoid some family conflicts at the time of their demise. Typically, 60-year-olds are prime to engage in this process.”
Goodman will have an on-site chapel in his facility, but he sees a trend that many services are either being held at synagogues or at the cemetery. “People seem to like the simplicity of a graveside service,” he said.
Taking advantage of technology and innovation, Goodman hopes to make the funeral planning and burial decision-making process easier. “I will provide a unique casket display, like the wall featured on the HBO program ‘Six Feet Under.’ Some people just aren’t comfortable walking into a room filled with caskets.”
Another added service will be a follow-up after the burial. Goodman’s wife, Judy, is a family therapist and will provide counseling services if necessary.
“As a couple, we’re a big hit at parties — a funeral director and therapist,” he laughed.
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