Flashback : Dallas

A Miscellany: History, Ads, Pop Culture

Category: Modern Ads

Preston Elms: Your Country Estate Awaits — 1935

preston-elms_dilbeck_dmn_100135Preston Elms home designed by Charles Dilbeck, 1935

by Paula Bosse

This beautiful home, designed by the wonderful architect Charles Stevens Dilbeck, was featured in an ad touting an exclusive new “country estate” development called Preston Elms, located at Preston Road and Walnut Hill Lane. From the text of the ad:

The home pictured above will be erected immediately in a new tract set aside for a Demonstration Home. It will have three bedrooms, large dining room and living room. Terrace porch on south and east will be 32 feet long and can be reached from dining room, living room or hall. Two baths — most modern type! Extraordinary hardware! …

The backyard will be walled in assuring privacy to servants and parked automobiles. …

All the details of the house and location have been studied and planned for months. …

The Better Homes of America are gradually drifting away from the urban abode of restricted activity to the freedom, comfort, seclusion and the individuality of the COUNTRY ESTATE.

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A later ad would include this grabber of a line: “In the heart of Preston Road District, All City Conveniences, Minus City Taxes.”

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Tracts ranging from one-half to two acres would start at $1,700. The house pictured above would cost $12,500. (I would kill for that house, but I fear it has long since been torn down as being too teensy for the neighborhood.)

“Preston Elms” (along with Preston Downs, Preston Hollow, Preston Highlands, Preston Heights, Inwood Road Addition, Sunnybrook, and El Parado) were the subdivisions in the so-called “Preston Road District,” an area of some 1,200 acres north of Northwest Highway. When this area was being developed (by savvy speculator Ira P. DeLoache), it was not within the Dallas city limits. In 1939, after a failed attempt at some sort of merging with University Park, the residents voted to incorporate, and the somewhat sparsely-populated area became the “city” of Preston Hollow. With a mayor and everything.

But back to that house. God, I love that house. As I said, I bet that sucker was elbowed out long ago. If it’s still there, I’d love to know.

A photo of the man responsible for developing most of the Preston Road District, Ira P. DeLoache, namesake of one of the area’s streets.

deloache_legacies_fall-2002

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Sources & Notes

The Dilbeck drawing at the top is from a half-page real estate ad, here.

Photo of Ira P. DeLoache from the Fall, 2002 issue of Legacies.

Examples of Dilbeck’s beautiful houses (several of which are in Preston Hollow) can be seen here.

Background on Preston Hollow and its road to incorporation can be read about in the Dallas Morning News article “Preston Road Incorporation Plan Climaxes Weeds to Orchids Development,” (DMN, Sept. 24, 1939).

For an aerial view of what would become Preston Hollow, check out a mostly empty 1930 vista (from SMU’s Edwin J. Foscue Library), here. Development, here we come!

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Copyright © 2014 Paula Bosse. All Rights Reserved.

“Gumdrops Love Mr. Peppermint” — 1968

mr-peppermint_1968

by Paula Bosse

When the news is unsettling, remember your “happy place.”

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1968 TV Guide ad, from eBay.

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Copyright © 2014 Paula Bosse. All Rights Reserved.

 

The Dallas Police Department & Their Fleet of Harleys — 1951

ad-harley-davidson_dpd_19511951 ad

by Paula Bosse

Group photo day!

Like so many cities all over the country — whether large or small — the motorcycle division of the Dallas Police Department is equipped with Harley-Davidsons exclusively. Effective traffic regulation is assured through the use of 35 solo Harley-Davidsons and 29 Servi-Cars. Traffic experts recognize that no other method matches motorcycles for efficiently handling so many phases of traffic control work and accident prevention.

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Sources & Notes

1951 Harley-Davidson ad from… somewhere — probably eBay.

Back in 1910, the DPD was perfectly happy with Indian motorcycles, as can be seen in a previous post, “Dallas Motor Cycle Cops — 1910.”

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Copyright © 2014 Paula Bosse. All Rights Reserved.

“We Like to LIVE in Dallas!” — Chrysler Ad, 1939

ad-chrysler_1939sm

by Paula Bosse

Madison Avenue knows a thing or two about who we Dallasites are, what we want, and — more importantly — what we need.

“We Like to LIVE in DALLAS!”

“Yes, we like to *live* in Dallas … and that means we want a car that’s *alive* like that stunning new Chrysler!

“How that Chrysler loves to GO … and how thrilling it is to make it go! Without half trying, you’re first away at the traffic lights and flashing down the street!

“You’re even more conscious of Chrysler’s extra power out in the country, because it seems to have enormous reserves in store for any emergency. When you want to pass another car, you simply zip past. That’s the safe way. When you’re in a tight place, tap the throttle and you leap ahead to safety!

“It’s astonishingly smooth and quiet. Frank says that’s because of Floating Power and Superfinished Parts; an engineering combination you get only from Chrysler. I don’t understand these engineering terms, but I do know the wonderful qualities of this engine.

“We have to drive long distances in Texas, but I can drive all day without getting tired … the Chrysler handles so lightly and rides so comfortably. Shifting gears, braking and parking require so little effort.

“We’re both proud of the tapered styling of our beautiful Chrysler … and of its handsome, roomy interior. But we’re still more proud of its ability to GO — GO — GO! We like to *live* in Dallas … and life, to us, means action!”

But wait … there’s more! The inset (the ad-within-the-ad):

THE GIRL … wears a striking sports costume from Neiman-Marcus Company, Dallas. The sweater, striped in the colors of the necklace, is worn with a green crepe skirt.

THE CAR … is a smart Chrysler Royal Sedan.

And now you know. (Unless you’re a woman, in which case you will need Frank to explain all of this to you. Ask him to speak slowly and use small words.)

“Be Happy, Buy Chrysler!”

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Click ad for readable text and to get a closer look at that necklace and oddly hausfrau-ish turban.

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Copyright © 2014 Paula Bosse. All Rights Reserved

 

“Go Away! Can’t You See I’m Listening to WFAA?” — 1947

wfaa-ad_dmn_090147

by Paula Bosse

Priorities.

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Copyright © 2014 Paula Bosse. All Rights Reserved

South Ervay & Jackson — 1946

“Have you had your lemonade today?”

by Paula Bosse

Above, the intersection of South Ervay (at left, with cars headed north) and Jackson Street (at right, with pedestrians walking east), about 1946. All those little shops…. And look at that cool Sun Drop Lemonade ad painted on the Jackson Street side of the building! Below, that same corner today (2014).

ervay-jackson-google

…Yep.

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UPDATE: When I posted this photo originally, I thought it showed the southwest corner of S. Ervay and Commerce, but reader Brian Pranger corrected me on Twitter. He is absolutely correct when he suggested that the view is actually the northeast corner of S. Ervay and Jackson (I have corrected the errors above). Just to verify, I found an aerial photo of the intersection from 1935 that shows the building in question. Here is a detail with my clunky labeling (click for larger image):

ervay-jackson_1935_smu

Thank you, Brian! (And I ALWAYS welcome corrections!)

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Sources & Notes

Top photo from Jim Wheat’s Dallas County, Texas Archives. Wheat estimates the photo was taken around 1946, with the following businesses identified: Modern Finance Co., 204 S. Ervay; South Ervay Barber Shop, 208 S. Ervay; Apex Hotel (probably pretty dodgy, but who wouldn’t want to stay at the “Apex Hotel”!), 208 1/2 S. Ervay; Perfect Hand Laundry & Dry Cleaning, 210 S. Ervay.

“Today” photo from Google Street View.

The last image is a detail from a 1935 aerial view of the “Mid-Town Business District,” taken by Lloyd M. Long; it is part of the Edwin J. Foscue Map Library, Central University Libraries, Southern Methodist University. SMU’s labeled version of this map can be seen here (the building in question is adjacent to the Allen Building, which on SMU’s map is #38, at the top right — use the zoom function to see all sorts of things!).

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Copyright © 2014 Paula Bosse. All Rights Reserved.

Linz Bros. Glasses Ad — 1936

ad-linz-glasses_dmn_030836

by Paula Bosse

“Have your glasses made to order.”

Opticians should consider bringing back the surprisingly accurate elf-and-tape-measure method.

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Copyright © 2014 Paula Bosse. All Rights Reserved.

Happy 75th Anniversary, Stonewall!

1938-stonewall-jackson-elementary-school_renderingStonewall Jackson Elementary School, 1938 rendering (click for larger image)

by Paula Bosse

Classes begin today for students in DISD schools, one of which is Stonewall Jackson Elementary School, located at Mockingbird and Matilda. Stonewall turns 75 years old this year (2014), and I’m proud to say it’s where I spent many years as a happy student. When I learned recently that the school had originally been built as a single-story building (instead of the two stories we know today), I was pretty surprised, and this little unknown nugget prompted me to look into the early years of my alma mater.

In the 1920s and ’30s, Dallas was expanding very quickly northward from Vickery Place, the residential neighborhood around Belmont and Greenville. As the area we now know as Lower Greenville and the M Streets was developed, the two elementary schools (Vickery Place School, then at Miller and McMillan, and Robert E. Lee, at Matilda and Vanderbilt) were soon filled to capacity. Building a new school to serve burgeoning “Northeast Dallas” was an immediate necessity. So in 1938, the city purchased a 9-acre chunk of land along Mockingbird, one block east of Greenville Avenue and right alongside the Denison interurban tracks that ran on Matilda (when I was growing up a couple of blocks away, I used to see remains of those tracks but didn’t know what they had been used for — I wrote about those tracks here and here). The land had been part of the vast Caruth land holdings.

The building was designed by architect C. H. Griesenbeck. It had eleven classrooms, a cafeteria, and an auditorium with a seating capacity of 400. Although originally built as a one-story building, Griesenbeck was mindful that expansion would be necessary in the future, and his design took into account that a second story would be added in the years to come. Construction began in late 1938 and was scheduled to be completed for the opening of the 1939-40 school year.

The name of the new school was decided upon a few months later:

“Stonewall Jackson’s name was chosen for the new school, Dr. Norman R. Crozier, superintendent, said because of the high ideals of Thomas Jonathan Jackson, one of the unique and romantic figures of the War Between the States, and as a companion to its nearest school, Robert E. Lee.” (Dallas Morning News, Feb. 1, 1939)

But if you’re going to sink a hundred thousand dollars into a school, you’ve got to have houses for families to live in to make sure your future student pool doesn’t run dry — and at that time very few houses had been built that far north. Cut to W. W. Caruth, Jr., son of the Caruth family patriarch who basically owned everything north of Mockingbird (Caruth owned a huge expanse of land once estimated at being over 30,000 acres). Not long after selling the land at Mockingbird and Greenville to Dr Pepper, Caruth fils began to develop the land around the then-under-construction school — he called the new neighborhood “Stonewall Terrace.”

The property went fast.

stonewall-terrace_dmn_092339September, 1939

As the neighborhood was taking shape and the construction of the school building was nearing completion, the school’s official boundaries were announced:

“Boundaries of the Stonewall Jackson School will be from the alley south of Morningside on the east side of Greenville Avenue and from the alley south of Mercedes on the west side of Greenville to the M-K-T Railroad on the north.” (DMN, Sept. 3, 1939)

Despite some problems with labor shortages, the school managed to open on time, on Sept. 13, 1939, the start of the new school year.

The school and the neighborhood grew quickly, and the number of students soon doubled. In 1950 the school board approved preliminary plans for an addition to the school. This addition (which would cost $369,000 and be handled by the architectural firm of Tatum & Quade) would include a first-floor wing with four classrooms, a gymnasium, and a lunchroom, and a second story containing eight classrooms, a library, and a music room. (The cost of construction would probably have been quite a bit more had the original architect not had the foresight to design the building with the expectation that a second story would be added in the future.)

The construction was substantial enough that it had to be done during the 1951-52 school year. Because the old lunchroom was being dismantled while the new wing was being built, students were required to bring their lunches the entire year. All they could get at school was milk. No fish sticks, no Salisbury steak, no chess pie. Just milk. Sorry, kids.

The new addition was completed in time for the beginning of the 1952 school year. And that’s the version of the building that stands today, looking pretty much unchanged.

stonewall_front

It was a cool building then, and it’s a cool building now. It’s sad to see how much of the playing fields keep disappearing as ugly portable buildings take over, but the new garden is a great new addition — I wish they’d had that when I was there.

I really loved that school. When I was a student there, grades went from 1st to 7th, and I loved all seven years I spent there. Thanks for the great childhood memories, Stonewall. And Happy 75th Anniversary!

stonewall-nowPhoto: DISD

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Sources & Notes

Top image is architect C. H. Griesenbeck’s architectural rendering of Stonewall Jackson Elementary School, originally a one-story building.

Here are a few articles to check out in the Dallas Morning News archives:

  • “$11,250 Offer Made for New School Site” (DMN, Oct. 26, 1938)
  • “Contracts for $104,150 Let on Northeast Dallas School” (DMN, Dec. 22, 1938)
  • “New Northeast Dallas School Named Jackson; Board Pays Tribute to Famous General” (DMN, Feb. 1, 1939)

And, yes, it probably sounds weird to outsiders, but students actually do call the school “Stonewall” — just like we call Woodrow Wilson High School (the high school Stonewall feeds into) “Woodrow.” It’s like a secret handshake.

Below, an undated photo from DISD’s Pinterest board (if you squint, you can see the Piggly Wiggly at the southwest corner of Mockingbird and Matilda).

stonewall_DISD-pinterest

UPDATE: After years of controversy, Stonewall Jackson Elementary School will be rechristened “Mockingbird Elementary” in 2018. Whatever its name, it’s still a great school!

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Copyright © 2014 Paula Bosse. All Rights Reserved.

Giant Zeppelin Balloons, Straight Outta Big D

ryan-rubber-co-zeppelin

by Paula Bosse

Bet you didn’t know that giant Zeppelin balloons were made in Dallas (or maybe Forney…). They were. The Ryan Rubber Company’s balloon factory opened in Forney in 1946, managed by Lester G. Norris with the help of his wife, Gladys.

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Sources & Notes

Source of Zeppelin ad unknown.

See a photo of the Norrises at work and read the accompanying article “Picture Blocks and Balloons Big Business for These Men” (Dallas Morning News, Nov. 28, 1949).

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Copyright © 2014 Paula Bosse. All Rights Reserved.

Neiman-Marcus Brings France to Big D — 1957

neiman-marcus_french-fortnight-poster_1957

by Paula Bosse

In 1957, Neiman-Marcus presented their very first Fortnight celebration — a tribute to France, which included filling the department store with French products and couture, hosting celebrated fashion icon Coco Chanel on her first visit to Texas, promoting French culture and tourism, and even elaborately decorating the outside of their downtown building to resemble the Rue du Faubourg Saint-Honoré. It was a huge success, and it became a much-anticipated annual event in Dallas.

n-m_french-fortnight_stanley-marcus-papers_degolyer-lib_SMU_color_1957A little bit of Paris on Ervay Street (via DeGolyer Library)

The Fortnights became very popular and were celebrated city-wide. There were all sorts of non-N-M events around town that tied in with whatever country was being honored that year (plays, art exhibits, lectures, etc.), and businesses soon realized that it was easy to share in the Fortnight spotlight and momentum by either blatantly or subtly customizing their advertisements to have a bit more international flavor for two weeks every year.

As I have a personal connection to The Aldredge Book Store, I’ll use them as an example. The ad below is one of the earliest examples of a Fortnight tie-in ad. Sawnie Aldredge, the original owner of the store, was an enthusiastic Francophile, and Stanley Marcus had been a regular customer from the day the doors opened in 1947. It seems likely that the two would have discussed the event at some point, and this type of piggy-backing seems like a mutually beneficial sales opportunity made in heaven. Even though N-M was not specifically mentioned, readers of the ad would certainly have known of the connection to the well-publicized promotion. As the Fortnights became more and more popular, everyone in town began jumping on the bandwagon, and between 1957 and 1986, the whole city went crazy for one specific country for two weeks every year. It was great. And I still miss them.

ABS_lelivreenfrance_1957“From 50¢ to $600” (1957)

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Sources & Notes

Neiman-Marcus “France Comes to Texas” poster by Raymond Savignac.

Photograph of the Frenchified facade of the N-M building from the Stanley Marcus Papers collection, DeGolyer Library, SMU Libraries, Southern Methodist University; more information on this photo is here.

Aldredge Book Store ad from October, 1957.

One of my favorite pieces of ephemera from this first French Fortnight is a lavish advertisement insert that appeared in the October 1957 issues of American and French editions of Vogue. The 30-plus page insert has been scanned by SMU (it is in the collection of Stanley Marcus’ papers at the DeGolyer Library). It is great. If you are interested in fashion advertising of the 1950s, you’ll enjoy the sophisticated-but-fun-and-frothy art direction, seen in a PDF, here.

For an entertaining look back at the various Fortnights (including the year when Mr. Stanley & Co. had to invent a country one year when Australia pulled out at the last minute!), read “Fabulous Fortnight” by Si Dunn in D Magazine (Oct. 1984), here.

And for my previous post on Coco Chanel’s visit to Dallas (during which she attended a barbecue!), “When Coco Chanel Came to Dallas — 1957” can be found here. This wasn’t an official part of the first Fortnight, but it was a sort of prelude, preceding the 1957 French Fortnight by a month.

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Copyright © 2014 Paula Bosse. All Rights Reserved.