This was helpful, but it still took some frustrating trial and error with Tortoise SVN...
http://tortoisesvn.net/docs/release/TortoiseSVN_en/tsvn-dug-ignore.html
First create a new folder. Then add it (only the folder, not the contents) to the repo. Then commit. Then edit the svn:ingore property to exclude unwanted files. Then commit. Now you can add *