A Utah businessman was shocked Saturday to see a full-page ad in an Idaho newspaper that said he was searching for a wife.

The Spokesman-Review reported Monday that Barron Brooks, a Salt Lake City broker, had a hunch on who was behind the ad in the Coeur d’Alene Press, which listed pertinent details about him including his age, height and political views.

“My father did this without my consent,” Brooks, 49, told the Spokesman-Review. “I can’t even describe to you how embarrassing and ridiculous this is.”

Brooks said he was angry at his father for taking out the $900 ad, but also didn’t want to hurt his feelings. He said he decided to let his father, 78-year-old Arthur Brooks of Beverly Hills, Calif., to go with the matchmaking process for a wife.

The Coeur d’Alene ad said that process will take place this Saturday at The Coeur d’Alene Resort.

“And then I’ll have words with my father separately,” said Brooks, who is the owner of two health food stores. “Who knows, it can’t hurt. Who the hell knows? What am I supposed to do? He already did it,” he added. “No sense in defusing a bomb once it’s already gone off.”

Arthur Brooks said he wouldn’t comment on the process until Sunday when he presumably will choose the right mate for his son.

When asked about his father’s demeanor, Barron Brooks said he’s “passive-aggressive” and “neurotic.” He also compared him to “Curb Your Enthusiasm” star Larry David.

Barron Brooks also said his sad has recently been sick and wants a grandson to carry on the “family name.” The ad said the woman has to be “willing to have children as soon as possible.”

“Ever since he went into congestive heart failure he’s done some really kooky stuff,” he said. “And this one takes the cake.”

For an elderly man living in the limelight of Southern California, it seemed odd that Arthur Brooks would print an ad in an Idaho newspaper. Part of Arthur Brooks’ requirements for a prospective mate for is son required that they are conservative. Barron Brooks said his dad recently vacationed in the area and may have been drawn to the area’s conservative politics.

“He knew I’m a political conservative, OK?” said Brooks, who also is Jewish. “And most Jewish girls are quite liberal, and that doesn’t work for me. You probably are going to get more like a Midwest-type values in Idaho – somebody’s who more right of center than you would, say, in Los Angeles.”

Barron Brooks said he only spoke to his father briefly over the course of the last week and wouldn’t talk to him again until Sunday.

He added that he wouldn’t have bought such an ad himself, but said the chance to meet the woman of his future, “can’t hurt.”

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