Photographs | Flashback : Dallas

April 10, 2014

Oriental Oil Company: Fill ‘er Up Right There at the Curb

An Oriental Oil Co. competitor, at 1805 Commerce

by Paula Bosse

I cropped this detail from a much larger view of Commerce Street because this incidental, everyday moment caught my attention. Was that man filling his automobile with gasoline? Was that square, boxy, hip-high thing full of gas, right there at the curb of one of the city’s busiest streets? The sign above the pump reads “PENNSYLVANIA AUTO OIL GASOLINE SUPPLY STATION.” I looked into it, and now I know more about early gas pumps and stations than I ever thought I would.

In the very early days of automobiles, one would have to seek out a supplier of gasoline (such as a hardware store or even a drugstore) where you would buy a gallon or two and carry it home with you in a bucket or something and then carefully pour it into your car’s gas tank using a trusty funnel. After a few years of this inconvenient way to gas up, these curbside pumps began to pop up in larger cities. The pump seen above was at 1805 Commerce St. and belonged to the Pennsylvania Oil Company. It opened in early 1912. That got me to wondering about other such fueling stations, and it seems the first in Dallas may have belonged to the Oriental Oil Company, just down the street from the one seen above, at 1611 Commerce. Here is a fuzzy image of it, from the same, larger photo the detail above was taken from. (Click for larger image.)

Could this photo have been taken there? It was listed on eBay merely as “Oriental Oil Company, Dallas, 1910-1920.”

Oriental Oil’s first “auto station” opened in February, 1911, where “facilities have been arranged so as to fill the cars along the sidewalk.”

(Dallas Morning News, Feb. 26, 1911)

Drive-up “stations” had begun to appear a few years before, on the West Coast.

gas-stations_dot-pdf_p33 (Texas Dept. of Transportation, 2003)

In a 1924 Dallas Morning News article (see below), the pump seen in the above photos was described thusly:

Dallas’ first gas filling station had a one-gallon blind pump on the curb which was then thought to be the last word in equipment. Now if a filling station is not equipped with a visible five-gallon pump it is thought to be behind the times and the gas now sold must be water white, when in the old days it was most any color.

This, I think, is what the Oriental and Pennsylvania rolling tanks looked like — the make and model may be different, but I think the general design is the same:

gas-pump-1913

When it was empty, it would be rolled away to be re-filled. I’m not sure about the payment system. Coupon books are mentioned in one of the ads, but I don’t know how (or with whom) one would redeem them as these pumps appear to be self-serve. Perhaps there was a slot for coins/coupons, and everyone worked on the honor system.

It seems that its placement would cause a lot of congestion on a major street like Commerce (which at the time was still shared with skittish horses), but Commerce was also a hotbed of automobile dealerships (Studebaker, Stutz, and Pierce-Arrow dealerships, for example, were within a couple of blocks of the Oriental and Pennsylvania filling stations).

The Oriental Oil Company — a forgotten, early oil company — had an interesting history. The Dallas-based company began business in 1903, starting their company “in a barn in the rear of the Loudermilk undertaking establishment.”

oriental-oil_mercury_123103 (Southern-Mercury, Dec. 31, 1903)

They were a fast-growing oil company (“an independent concern which in spite of the strong opposition of the oil trust is now enjoying permanent and growing prosperity” – Greater Dallas Illustrated, 1908), and they were one of the first to open a refinery in Texas (they eventually had two refineries in West Dallas). The company’s primary concern in its early years was the manufacture of various oils and greases for industrial use.

Oriental Oil Company Factory, corner of Corinth St. and Santa Fe tracks, circa 1908

In 1911, understanding just how profitable the new world of retail gasoline sales could be, they installed their first pump at the curb of 1611 Commerce St., near Ervay (“right behind the Owl Drug Store”). A 1924 Dallas Morning News account of the company (see below) states that this was the first gas pump … not only in Dallas … but in the entire state of Texas. I’m not sure if that’s true, but the Smith Brothers who ran Oriental Oil were certainly go-getters — the Smiths were grandsons of Col. B. F. Terry, organizer of the famed Terry’s Texas Rangers, and one of the brothers, Frank, was an early mayor of Highland Park and a three-term president of the Dallas Chamber of Commerce.

(DMN, Oct. 8, 1911)

(DMN, Jan. 28, 1912)

Shortly after opening their first pump on Commerce, demand was such that a second pump was soon opened at 211 Lane St. (a mere half a block away!). The DMN reported on Oct. 19, 1911 that a competitor — Consumers’ Oil and Auto Company — was going to be right across the street: “Permission was given to the Consumers’ Oil and Auto Company to place a gasoline tank under the sidewalk at 214 Lane street.” And in March 1912 the Pennsylvania Oil Company was installing ITS underground tank for the pump seen in the photo at the top — again, less than a block away. And in 1916 Oriental opened its splashy new “‘Hurry Back’ Auto Station” right across the street from where that Pennsylvania tank had been. (That Commerce-Ervay area was certainly an early gas station hotbed!)

(DMN, Aug. 29, 1916)

Newspaper reports also cite claims made by the company that the station mentioned in the ad above — at Commerce and Prather — was the first drive-in gas station in the United States. I’m sure this was good truth-stretching PR for Oriental more than anything, because this claim was not true (Seattle and Pittsburgh seem to be battling each other for that honor). It might not have been the first, but when this “auto station” opened in 1916 (assuming it was “new” as this ad states), it was still pretty early in the history of the drive-in filling station. Also, by 1916, “Hurry Back” had become the company’s slogan as well as the name of its gasoline.

(DMN, Oct. 22, 1918)

(Jewish Monitor, 1920; detail)

(DMN, Apr. 11, 1921)

(DMN, Mar. 5, 1922)

I love these ads!

By 1927, the company boasted at least 18 filling stations, two refineries, and branches in Fort Worth and San Antonio. In 1927 they had moved into new offices in the “Oriental Building” at the nexus of Live Oak, St. Paul, and Pacific. A newspaper report described the building as being “finished in Oriental colors with Oriental decorations and is marked at night by very attractive lighting” (DMN, May 1, 1927).

oriental-oil_bldg_1977_flickr

The Oriental Oil Company declared bankruptcy in 1934, selling off their property, refineries, and their name. No more Oroco gas. A lot of companies went bust during the Great Depression, but I’m not sure what precipitated Oriental Oil’s bankruptcy. Actually, I’m surprised by how little information about the Oriental Oil Company I’ve been able to find. Afterall, it and its “Hurry Back” gasoline played a major role in getting the residents of Dallas off their horses and behind the wheel, a major cultural and economic shift that changed the city forever. And it all started at that weird little curbside gas pump on Commerce Street.

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Sources & Notes

The first two images are details of a photograph by Jno. J. Johnson (“New Skyline from YMCA”), 1912/1913, from the DeGolyer Library, Central University Libraries, Southern Methodist University, viewable here.

Snippet of text from A Field Guide to Gas Stations of Texas by Dwayne Jones (Texas Department of Transportation, 2003).

Illustration of the two 1913 Tokheim portable gas pumps from An Illustrated Guide to Gas Pumps, Identification and Price Guide, 2nd Edition by John H. Sim (Iola, WI: Krause Publications, 2008).

Drawing of the Oriental Oil Company Factory from Greater Dallas Illustrated (Dallas: American Illustrating Co., 1908 — reprinted by Friends of the Dallas Public Library in 1992).

All ads and articles, unless otherwise noted, from The Dallas Morning News.

Color photo of the pink, purple, and gold Oriental Oil Bldg. is a detail from a photo taken around 1977, on Flickr, here.

For an interesting (and mostly accurate) mini-history of the Oriental Oil Company, then in its 20th year of operation, see the Dallas Morning News article “First Dallas Filling Station on Commerce Had One-Gallon Pump” (June 22, 1924).

Some nifty info on early gas stations (yes, really) here.

More info with some really great illustrations and photos here.

Another surprisingly fun and informative article is here.

2 Comments

April 9, 2014

The Texas Theatre — 1932

texas-theater_1932 The “Texas”

by Paula Bosse

West Jefferson Blvd, 1932. All that’s missing from this photo is Edward G. Robinson and an arsenal of tommy-guns. This is the only theater in the world whose marquee showing the 1963 double feature of “Cry of Battle”/”War Is Hell” has become a part of history (the Texas Theatre, is of course, where Lee Harvey Oswald was captured on the afternoon of November 22, 1963). When the movie theater opened in 1931 — in the time of Prohibition and running boards — it was a much more elegant-looking picture palace. Had he not been in the Big House at the time, John Dillinger might have seen this very same Gable and Harlow movie at the Biograph (or what I call “Chicago’s Texas Theatre”). He probably wouldn’t have been sitting through something called “Kiddie Frolics,” featuring Oak Cliff’s own Virginia Self, a teenage dancer … frolicking.

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After several changes in ownership and a few awkward renovations, the Texas Theatre seems to be back on track these days. The history page of their website is here (with interesting factoids such as: it opened on San Jacinto Day, it was the first theater in Dallas with air-conditioning, and it was briefly owned by Howard Hughes).

For photos of the theater’s interior, published in 1932 in the trade journal Motion Picture Herald, see my post “The Texas Theatre and Its Venetian-Inspired Decor,” here.

2 Comments

April 8, 2014

Western Union Telegraph Girls Taking a Break — 1912

by Paula Bosse

“Beat this if you can.”

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Photo “Group of Printer Department Clerks, Dallas, Texas” from the Western Union Telegraph Company Records, Smithsonian Institution.

Click photo for larger image.

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April 7, 2014

Downtown Dallas, ca. 1923 — Zooming in on the Details

There’s a lot going on here (click for larger image) / Photo: SMU

by Paula Bosse

When I see photos like this I always want to zoom in as far as I can, to see the tiny details and everyday moments that might have been captured unwittingly by the photographer. Luckily, this photo has been scanned at such a high resolution (thank you, DeGolyer Library!) that it’s easy to zoom in and wander around it. (Click all of these pictures for much larger images.)

This particular photograph, from the DeGolyer Library at SMU, is attributed to Charles A. McAfee. The DeGolyer caption reads: “Downtown Dallas looking northwest at Santa Fe building complex (center left); Weyenberg Shoe Company at 1300-1302 Jackson; Waldorf Hotel, 1302 Commerce, and the Southland Hotel.” The Britling Cafeteria was at 1316 Commerce — its rear entrance on Jackson is visible in the photo. Here are a few more of the businesses in that 1300 block of Jackson Street, bounded by S. Field and S. Akard (from the 1923 city directory):

1923-directory_jackson-st

And it ALSO shows lots of signs and ads painted on the sides of buildings (some of which might still exist), two men standing on a roof surveying the skyline, a couple of guys talking on the sidewalk, a cafe next door to something that might be a crude garage, cars in a lot where it costs 25 cents to park, and a cool water tower on top of a shoe company. All of which add up to make this a much more interesting and lively photograph than originally presumed.

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Photograph of downtown Dallas attributed to Charles A. McAfee; from the DeGolyer Library, Central University Libraries, Southern Methodist University; access it here. I’ve corrected the color.

Trying to pin a date down (SMU has it as “circa 1920”), I’m guessing the photograph might have been taken around 1923, as the Britling Cafeteria opened for business on November 28, 1922. (I was so interested in that cafeteria that I wrote about it: read the Flashback Dallas post “The Britling Cafeteria Serves Those Who Serve Themselves,” here.)

For other photos I’ve zoomed in on to see the details, see here.

Click photos for much larger images.

4 Comments

April 3, 2014

Downtown Horse-Trading — ca. 1912

by Paula Bosse

This fantastic photo — taken between about 1912 and 1915 — shows a horse-trading day, taking place around S. Houston and Jackson streets.

Chenoweth’s Feed Store and wagon yard at Houston and Commerce was the scene of monthly trades days or First Mondays from the 1880s into the twentieth century. The crowd spilled over into the streets, blocking passage but no one complained. The old red courthouse survived.

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Photo from the UT Southwestern Library.

Caption by A. C. Greene from his book Dallas, The Deciding Years (Austin: Encino Press, 1973).

Even though it seems very late to see horses in downtown Dallas, this photo appears to have been taken between 1912 and 1915 when Charles B. Tatum owned a saloon at the corner of Commerce and S. Houston (his sign can be seen painted on the wall facing Houston Street at the left). The MKT Building can be seen at the top right of the photo, indicating that this photo was taken west of S. Houston, almost to Jackson (the old county jail would have been behind the photographer. The same view today can be seen here.

The wagon yard Greene mentions can be seen in the 1905 Sanborn map, here.

Click photo for larger image.

April 2, 2014

Tornado as Learning Tool — 1957

by Paula Bosse

On April 2, 1957, the famous Dallas tornado (tornadoes, actually) ripped across the city. At the time, it was the most photographed tornado in history, and the photographs and film footage taken that day were immensely important in the study of how tornadoes form and behave. The above photo is from a landmark study by the United States Weather Bureau (link to the full report is below).

Above, a photo by Bill Winfrey of the Dallas Morning News, taken from the roof of the News building, looking toward Oak Cliff.

I just stumbled across the odd little film above, produced by the National Assn. of Broadcasters in the late ’50s. If you skip to about the 4:30 mark, you can see a WFAA Channel 8 reporter/cameraman running to his news vehicle, followed by a minute or so of the clearest film footage of the Dallas tornado I can find online.

Since the tornado has been written about for years and years and years, there’s nothing I can add, really, except to mark another anniversary. ALTHOUGH, the following paragraph (from the official U.S. Weather Bureau report) has been sorely under-reported: the affect of tornadoes on the behavior of rubber duckies.

As you can see, that report was thorough! The U.S. Weather Bureau Report that was issued about the Dallas tornado was incredibly important in leading to what we know about tornadoes today. This paragraph introduced their report:

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Sources & Notes

Top photo and clipped text from “The Tornadoes at Dallas, Tex., April 2, 1957 — Research Paper No. 41” (Washington: U.S. Govt. Printing Office, U.S. Department of Commerce, Weather Bureau, 1960). You can access the entire official report — containing numerous photographs, charts, interviews with Dallasites who witnessed the tornado(es), and results of the Bureau’s research — here. It’s very interesting.

The second photo is from the great Dallas Morning News photo blog, here.

The National Association of Broadcasters’ self-aggrandizing pseudo-PSA film, “A Guest in the House,” can be found here.

And, finally, everything you ever needed to know about the 1957 tornado is here.

3 Comments

March 31, 2014

Lincoln High School — 1939

The cool deco design of Lincoln High School… (click for larger image)

by Paula Bosse

When it opened on eleven acres in South Dallas in January, 1939, Lincoln High School was one of the largest high schools in Dallas, and one of the largest African-American high schools in the entire South. Shockingly, in 1939 it was one of only TWO (!) high school for black students in Dallas. As one would expect, its opening was greeted with great enthusiasm, and students rushed to enroll, pushing its capacity to a maximum. At its height, it had over 3,000 students. The building was designed by architect Walter C. Sharp, who designed many schools in and around Dallas, and with those clean lines and glass bricks, it’s pretty cool.

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Photo from the J. L. Patton Collection, Dallas Historical Society.

For more on the background of Lincoln High School, see the info from the “Open Plaques” project here.

Click photo for larger image.

1 Comment

March 30, 2014

The Pasadena Perfect Home — 1925

by Paula Bosse

A few weeks ago, I wrote about the “Blandings Dream House” promotion in which the marketing department of the studio behind the Cary Grant movie “Mr. Blandings Builds His Dream House” built several houses around the country. The houses were built and furnished locally, with the contractors sharing in the (massive) advertising blitz. Once the home was completed, people toured the house, with a small admission going to charity. One of those houses was built in Dallas (in Preston Hollow). That was in 1948. Twenty-three years BEFORE that, the Dallas Times Herald sponsored something called “The Pasadena Perfect Home,” built and marketed in a similar manner.

In the early 1920s, land in the general area we now know as Lakewood was pretty much undeveloped. There was a lot of open space — some farmland, the occasional cotton patch. White Rock Lake was becoming a popular recreational destination, but it was still WAAAAY out beyond the center of Dallas. But by the mid-’20s, developers started developing. A few of the neighborhoods that sprang to life at this time were Lakewood, Hollywood Heights, and Santa Monica. In 1925 — in the part of town then being referred to as “New East Dallas” — a 40-acre parcel of land near the Hollywood/Santa Monica subdivisions began to be planned. The small tract of 130 lots was to be known as Pasadena, located just north of Gaston, comprised of Pasadena, Wildgrove, and Shook avenues, bordered by Auburn Ave. and White Rock Rd.

The developer came up with the brilliant idea of marketing his investment by building two “perfect homes” and, while they were under construction, to promote the bejabbers out of them in the pages of the Dallas Times Herald, the project’s sponsor (and namesake). Just like the Blandings builders did a couple of decades later, local construction crews, plumbers, electricians, stone masons, etc. were contracted to build the “Dallas Times Herald Pasadena Perfect Homes” in exchange for their businesses appearing in a veritable onslaught of advertising-slash-publicity (which soon became publicity-slash-advertising). Each step of progress in the months-long construction of the houses was breathlessly reported in the Times Herald in regular reports, and looky-loos (i.e. potential buyers) were heartily encouraged to drive out to watch the goings-on. Make a day of it! This pleasant hard-sell to “own a bit of paradise in the heart of New East Dallas” was covered more as a community event than as the clever marketing gimmick it was.

When the two homes were completed, there was an official opening on February 21, 1926. This boggles the mind, but apparently 20,000 people (TWENTY-THOUSAND PEOPLE!) showed up for this event. All that promotion worked. Lots in the little neighborhood sold quickly.

The original “perfect home” pictured above is still there, on Wildgrove. In fact, the house, designed by architect Arthur E. Thomas, was placed on the National Register of Historic Places in 2006 (listed as “The Dallas Times Herald Pasadena Perfect Home”). It’s well worth a nice Sunday drive to check out this home and the other homes in this lovely historic area. The Pasadena neighborhood remains unsullied by the McMansion-ization that has destroyed the charm of much of Dallas’ older neighborhoods, and driving down Pasadena’s tree-lined streets is an absolute joy.

Above, the house from a 2011 Google maps photo.

A photo I took at the end of February, 2014, Instagramized.

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Sources & Notes

For more on the Dallas Times Herald Perfect Home(s) (and a couple of other photos, on pages 2 and 38), see the article by Sam Childers in the Fall, 2002 issue of Legacies, here. There is also some info here.

A little more info on this home (building materials, etc.) is here.

The architect of this house is Arthur E. Thomas, and he designed some pretty impressive buildings in Dallas, such as the Dr Pepper headquarters and Baylor Hospital, and, most impressively, he was one of the Centennial Architects who worked on the Centennial buildings in Fair Park in 1936. But I have found very little about him online. A brief bio is here. The following list of his projects is from a 1956 AIA directory.

Click pictures for larger images.

6 Comments

March 27, 2014

O, Fritatos, We Hardly Knew Ye — 1936

“Another Load of Pampered Potatoes”

by Paula Bosse

Hey! Did you know that the Frito Company also made potato chips for a while? They were called “Fritatos” and they were introduced in 1935. Here’s one of their snazzy-looking trucks making a much-appreciated snack delivery to Fair Park during the Centennial Exposition in 1936.

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Sources & Notes

Photo of the “pampered potatoes” truck from Kaleta Doolin’s wonderful book about the family business, Fritos Pie: Stories, Recipes, and More (College Station: Texas A & M University Press, 2011).

March 27, 2014

“How to Use Central Expressway” — 1949

by Paula Bosse

It got only to Fitzhugh from downtown at this point, but the freeway concept was new enough that Dallas drivers needed some instruction on how to use Central Expressway. Cute.

Cuter still, the dedication ceremony. It included the singing of — what else? — “Old Man River,” the Pledge of Allegiance, some sort of aerial fly-over, and, of course, square dancing (two square dances, one for white dancers, one for black). Oh, and the mayor’s wife christened the expressway with a bottle of cologne. (How much more Dallas can you get?) (Many of the images and articles below are larger when clicked.)

The opening ceremonies were covered extensively by the local papers. My favorite tidbit from the coverage was a quote by Mayor Wallace Savage on how the new highway will psychologically benefit the city’s drivers. His hope and expectation is that driving along Central Expressway will make drivers “more relaxed when they get home from the office, and in a better mood when they get to the office from home.” Again, cute.

central_opening_haskins_briscoe-ctr1

Above, Neal Mancill, Chairman of the Highway Committee of the Dallas Chamber of Commerce. Photo by Squire Haskins.

central_opening_haskins_briscoe-ctr2

The segregated celebration had black celebrants in one area and white celebrants in another. Photo by Squire Haskins.

central_opening_haskins_briscoe-ctr3

Mrs. Fred Wemple, wife of the Chairman of the Texas Highway Commission, cutting the ribbon on a miniature replica of Central Expressway. Photo by Squire Haskins.

But back to the lesson. THIS is how you use Central Expressway — just follow the arrows! The two halves of the larger map above are here magnified (click!) to more easily facilitate wistful inspection of an artifact from a simpler time when the city looked forward to experiencing a calm, restful, non-stop drive along the Central Expressway.

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To peruse the entire pamphlet titled Central Expressway… San Jacinto to Fitzhugh, Dedication August 19, 1949 (Dallas: Dallas Chamber of Commerce, 1949), click here.

Photos by Squire Haskins from the Dolph Briscoe Center for American History.

Postcard from a photo by Squire Haskins (click to see GIGANTIC image).

When in doubt, click pictures to see if images are larger.

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