Coral Gables Historical Archive
Coral Gables Riviera
Friday, February 21, 1941, page 10 (of 10)
The page
The text of this pageRead by computer from the scan, so some words may be wrong. The page picture is the original.
CORAL GABLES RIVIERA
PAGE 4 THE CORAL GABLES RIVIERA FRIDAY, FEB. 21, 1941 AN INDEPENDENT COMMUNITY NEWSPAPER Published every Friday by the Miami Riviera Publishing Company, 306 Coral Way, Coral Gables, Florida Established January, 1926 Combined with the Dade County and Coconut Grove Times, 1929. JOHN D. MONTGOMERY President JAMES B. MOORE Editor and General Manager Mailing Address, P. O. Box 704 Telephone 4-1034 SUBSCRIPTION RATES One Year by Carrier, Coral Gables and Immediate vicinity $2.00 Six months $1.25 One Year by Mail $3.00 Entered as second class matter May 21, 1926, at the Postoffice at Miami, Florida, under Act of March 3, 1879.
Let's Make History Repeat
About ten years ago there was a street on Miami Beach with a couple of little stores on it, where Miami Beach people passed through on their way to shop in Miami. It was called Lincoln Road. Today that street has the finest shops from all over the country forming a veritable waiting line to get space on that same Lincoln Road, which is known the world over now as one of the outstanding shopping streets of America. Today people rush through many Miami streets to do their shopping on Lincoln Road. The history of the change that made a single street a merchandiser's paradise is not a story of chance, or lucky location. As far as luck goes, or location is concerned, any street on the Beach had an equal chance to become a shopper's Mecca. The growth of Lincoln Road and the success of its merchants is the result of an intelligent and persevering campaign of planning, and a policy of improvement that did not let down in all of the ten years it required to achieve success. The cooperation that exists among Lincoln Road merchants and property owners is largely the result of the work of Guy W. Ellis, executive vice-president of the Lincoln Road Association, who has learned some important facts in his years of building up his shopping center. The reason for our discussion of a Miami Beach street is a similarity between the problems of Coral Gables and the early problems of Lincoln Road, and the adaptability of some of the principles of Mr. Ellis to our own problems. We in Coral Gables have a fine shopping district, with shops of every kind dealing in every type of merchandise. It's possible to find anything in Gables shops, as many Gableites realize. Our merchants are careful to uphold quality, and their prices are fair. The Coral Gables Riviera believes that Ponce de Leon Boulevard and Coral Way can gain more of the recognition they deserve as shopping streets, and that Coral Gables merchants can and should retain much of the trade that is now going to Miami. Habit is a hard thing to break. Many Gableites have acquired the habit of shopping in Miami in days gone by, before Coral Gables offered the wide range of shopping values that are here today. But we feel that there is no reason why Gables stores should not benefit by all the buying power in this healthy community. Gableites should shop in Coral Gables. We say this not because it's nice to patronize your neighbors, or even because all of us gain in circulating more money locally. We should shop here because it's easier. It's easier to reach the Gables stores. It's easier to drive in lighter Gables traffic. It's easier to park in the Gables shopping district. It's easier to get quick, friendly service. Here's where we can take a few tips from Guy Ellis. He says that Lincoln Road grew because of the careful building of the identity of the street itself. That identity was built by each merchant's adherence to quality and fairness-and also plugging the street in every advertisement, on every label. Today a label marked "Lincoln Road" lends an air to a gift sent anywhere in the United States. Today every merchant who advertises on Lincoln Road brings more prestige and more patrons to his neighbors. Lincoln Road county expected for years that there were fine shops on Miami Beach. They did, another important thing: they beautified their street and encouraged owners to do the same for their buildings. They drew traffic through beauty as well as merchandise. And traffic is the life blood of merchandising. But the Lincoln Road Association built up one main idea in its campaign to make Miami Beach and the rest of the country appreciate the "Fifth Avenue of the South." We can best define this idea as the aim to make every merchant proud of the man doing business next door. We think that Coral Gables merchants should wage a campaign to make our town conscious of the fine shopping streets we have here. We think that they should attempt to make Coral Way and Ponce de Leon names that conjure up a picture of pleasant, profitable and easy shopping. We know that this educational campaign can be conducted without the expenditure of extra funds for exploitation, or great efforts by business men which would take their time from their business. We believe that Gables merchants should get together and resolve to make every sale to every patron a convincing argument for shopping in our town. We believe that every merchant should specify his location on our shopping crossroads, on either Ponce de Leon Boulevard or Coral Way. We believe that our merchants should work out their systems of merchandising so that each man the length of the two streets will be proud of the man next door. We believe that every shop should insert in its regular advertising how much easier it is to buy in Coral Gables-how much safer it is to do business with the man you know. There's no need of argument to show what this policy has done on Miami Beach. Lincoln Road property prices have soared. Property owners have safe, solid investments with large returns. Merchants find that quality merchandise brings profits and produces happy and repeating customers. Miami Beach prospers from such a wealthy shopping district. Let's take a tip from Lincoln Road and start our own drive to attain recognition for our own commercial streets. Let's make Ponce and Coral Way known as pleasant and handsome streets. Let's encourage window shopping. Let's buckle down and make history repeat its fine success story of Lincoln Road right here in Coral Gables. It'll take a plan and a lot of steady plugging, but the benefits are worth three times the effort. Why not get started this week?
Home Economist Solves Problems That Upset Gables Housewives
Coral Gables housewives are not immune to those kitchen emergencies that plague housewives everywhere-but they do have some expert, professional counsel to call on for suggestions. Miss Lois Culpepper, home economist of the Florida Power & Light Company, presides over the company's model electric demonstration kitchen at 126 Giralda Avenue, and she's a specialist in ironing out household problems. "It's not just a matter of cooking," says Mrs. Culpepper. "Coral Gables housewives maintain a rather high standard of living. They're interested in making their homes more attractive, planning more varied and tempting meals, and in running their homes so efficiently that they have time left over to devote to their children and to social and recreational activities." Supporting her statement that standards of living are high in the Gables, Miss Culpepper pointed out that a survey of all towns served by Florida Power & Light Company in 1940 revealed that Coral Gables has a percentage index of 74 among cities in the company's territory for homes using electric cookery, electric refrigeration and electric water heating. The highest ranking of all cities! The next highest ranking was in Delray Beach, with an index of 53! The percentage index is an average of the percentage of homes using each of the three major electric services. Miss Culpepper gives a practical demonstation of modern electric cookery every Wednesday afternoon at 2:00 o'clock in the Coral Gables home demonstration room, and she often prepares luncheons for women's clubs and civic groups who are invited as guests of the power company. And in between, her time is devoted to making calls on housewives, instructing them and their servants in the most modern methods of cookery, and how to get the most benefit from their labor-saving electrical appliances. "Merely having an all-electric home is not the end of the story," Miss Culpepper pointed out. It's in using the equipment that the real pleasure comes. My job is seeing to it that housewives and maids know how to take advantage of the time-saving features of their electrical appliances and how to use them for the greatest benefit and economy. "More and more people are interested in modern, improved lighting, too," Miss Culpepper continued, "Light conditioning is being recognized for its true importance from the standpoint of conserving eyesight and making the home more comfortable and attractive." Miss Culpepper includes talks on light conditioning in her weekly demonstrations, and will call at any home to check up on lighting and make suggestions for improvement. She uses a "sightmeter" in this work-a sensitive little instrument that actually measures light intensities in terms of foot candles. All of Miss Culpepper's services are free to customers of Florida Power & Light Company, and the public is invited to attend the demonstrations every Wednesday afternoon at 2:00 o'clock. Lois Culpepper, Home Expert
Seven Teams Organized in Gables To Carry on Community Chest Drive
Seven teams of 10 workers each are being organized to carry on solicitation in Coral Gables and South Miami for the Dade County Community Chest's campaign for $288,000. Mrs. Malcolm McDonald of 3904 Durango st., is the major in charge of these two cities, and has appointed seven team captains. Serving under her as captains are Mrs. McGregor Smith, Mrs. J. Paul Reed, Mrs. Thomas Roberts, Mrs. Max Wright, Mrs. P. B. Spofford, Mrs. Hollis Rinehart, Jr., and Mrs. Walter Pierce. These captains are to select their own team members, each of whom will be provided with a small number of prospects they are to canvass for contributions to the chest and its 20 social service and welfare agencies. Mrs. McDonald, who is serving as major in a chest drive for the fourth time, plans to have a meeting of captains and workers about March 1, when she will give them instructions about their tasks and arm them with data about the chest and its work. Solicitation by this group is slated to start on March 10 and be completed by March 17.
ADRIENNE BARNES HAS SURPRISE PARTY
Little Adrienne Barnes, daughter of Mr. and Mrs. A. Barnes, 916 Avenue Marianna was surprised by the members of her class room at the Merrick Demonstration school during the last period of school on Wednesday, the occasion being her seventh birthday anniversary. Individual cakes bearing lighted candles were feature favors for the 35 attending. Balloons and flags formed decorations and favors.
GABLES EMPLOYMENT SERVICE
For Competent Colored Help Call GABLES EMPLOYMENT SERVICE MALE AND FEMALE Domestic and Industrial Phone 4-6473 - 4047 Grand Ave.
FOWLER'S
FOR QUALITY AND SERVICE CORAL GABLES ONLY Sanitary Food Market Fresh Homemade Clam Chowder Deviled Crabs Cooked Jumbo Shrimp Rock Lobster MINORCA AVE. - PHONE 4-1711
BISCAYNE EXTERMINATING SERVICE INC.
PHONE 4-6401 MIAMI 3-5351 3012 CORAL WAY
GIPSON'S GROVE
Turn Right at End of Pavement Bird Road-1 Mile to Grove GRAPEFRUIT ORANGES AVOCADOS TANGELOES GRAPEFRUIT - 30c and 50c a Bu. "Fresh Picked From the Grove"
THE GREEN CANDLE TEA ROOM
Giralda Avenue, 1 Block East of Ponce de Leon Blvd. - Ph. 4-9334 Meet your friends where food is cooked as you like it.
DRY CLEANING VARSITY CLEANERS
DRY CLEANING . . . is no sideline with us. It's our business, our exclusive profession, backed by an experience of 28 years. A trial will prove there is a difference. WORK CALLED FOR AND DELIVERED VARSITY CLEANERS 270 Alhambra Circle - Ph. 4-9634
THE OLD and THE NEW in Coral Gables CONGRATULATIONS Mr. and Mrs. Coral Gables!
THE OLD and THE NEW in Coral Gables Nine out of every ten Coral Gables homes use safe, dependable electric refrigeration. THE CHARM of the Old World captured in broad plazas and vine-covered walls, faithfully reproduced in architecture . . . and the bright, clean convenience of the new, to meet every standard of good living. Coral Gables is beautiful, tranquil — and modern. Coral Gables provides for health with parks and recreational facilities, with rigid zoning and restrictions. And Coral Gables homes safeguard health with clean, safe electric service. That's why more than nine our of every ten Coral Gables homes use electric refrigeration for absolutely dependable preservation of foods. Electric refrigeration saves money — not only because you can buy food at quantity prices, but because it prevents food spoilage. A saving of just one doctor bill might represent the cost of the refrigerator. ELECTRICITY IS CHEAP! FLORIDA POWER & LIGHT SUNSHINE SERVICE COMPANY W. D. FULLER, Manager CONGRATULATIONS Mr. and Mrs. Coral Gables! Coral Gables is Florida's "all-electric" city, with the highest percentage of homes enjoying the advantages of electric refrigeration, electric cooking and electric water heating in Florida Power & Light Company territory. Coral Gables housewives enjoy a high standard of living because their homes are "all-electric."