The West Atlantic City news. [volume], March 01, 1927, Image 1

About The West Atlantic City news. [volume] (Pleasantville, N.J.) 1927-1928

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FROM THE WORLD’S PLAYGROUND JUST A STEP TO HOME
GATEWAY
TO THE WORLD’S
PLAYGROUND
The West Atlantic City
EWS
PUBLISHED IN THE INTEREST OF WEST ATLANTIC CITY
Vol. 1. No. 7
GATEWAY
TO THE WORLD’S
PLAYGROUND
THE WEST ATLANTIC CITY NEWS, WEST ATLANTIC CITY. N. J.. TUESDAY, MARCH 1, 1<)27
PRICE THREE CENTS
Lee Favors Terminal Site West Of Thoroughfare
Convention.
Delegates
Enthusiastic
_ >
Atlantic City Convention At
mosphere Free From Un
pleasant Features
IN PRE-EMINENT
INTERNAT’L POSITION
New Convention Hall Will
Have 235,000 Square Feet
Available Exhibition Area
—Finest and Largest
The formality of signing the con
tracts for the new Convention Hall
which had been deferred has just
been completed. Mayor A. M.
Ruffu, Jr., and the City Comptrol
ler have finally checked up the
financial standing of the several
bonding companies offered as j
sureties for faithful performance of
the different awards. The bonding ■
compares involved Jiavo ,$80.- ,
000,000 in capital and surplus. ;
The total amount involved in j
building and equiping the conven-;
tion hall will be a little under j
$07,000,000.
In addition to the general con-;
struction contracts held by the I
M. B. Markland Co., the Mayor J
also signed the following: Otis
Elevator Co., of this city, $80.
490; Electrical Equipment Co., of
this city, $430,966; Pennsylvania;
. Engineering Co., of Philadelphia.
$61,500 for the ice skating rink;
V. G. Vornell, of Philadelphia, j
$140,200 for the plumbing, and
■>' the Globe (Automatic Sprinkling
Co., of Philadelphia,- $01,600 -for
installing the fire protection
system.
The contract for heajing and
ventilating, awarded the Riggs
Disler Co., of Baltimore, $509,
000, was not signed Ti/cause of
the litigation brought by John H.
, Cooney, Inc., of Harrison, N. J.
who claimed the Baltimore firm
had no right to submit an alter
nate bid. Pending court decision
that award will not be executed.
Atlantic Cits' ranks high among
the convention -'-ies of the country
due to the fact- That it is close to
the great centers of population
and because it is free from un
pleasant features such as smoke,
noise, traffic, etc., that are indeuti
fiqd with the recognized eoncen
tion cities of the nation. In fact,
this unique condition combined
with other favorable influences, has
glyen Atlantic City a pre-eminent
international position in this par
ticular field.
Most of the recognized conven- ‘
tion locations present a sameness \
in make up and it is because of
tho fact that Atlantic City is so
entirely different that it finds such
enthusiastic favor among conven
tion delegates.
Atlantic City offers a convention ;
location that has a very strong ap-1
peal to that great bulk of conven
tion delegates, within the state and
throughout the country, whose con-;
tact with seashore life is verv ia- :
frequent. Here we have a charm- j
ing setting free from the distract-1
(Continued on Page A-l)
-<gxS>
DEDICATE BADER
ATHLETIC FIELD
Airport Grounds on Al
bany Avenue Named
By Commission
The Airport grounds on Albany
avenue have bee(n. dedicated to
the memory of the late Mayor
Bader by the City Commission.
The grounds will be known hence
forth as the Mayor Edward L.
Bader Athletic Field.
The resolution was presented
by Commissioner Kuehnle and he
, recalled that the athletic field had
been acquired for the use of the
city largely through the efforts of
Mayor Bader, who was a lover of
clean sports.
The resolution follows:
Resolution by Kuehnle: “Where
as, the late Honorable Edward L.
Bader, Mayor, was an executive
who was in a large measure re
sponsible for the splendid growth
(Continued on Page A-l)
Nh\\ CONVENTION HALL, ATLANTIC CITY, Now Under Course of Construction.
Opposes
Closing
Missouri A ve.
Somers Lumber Co., Through
Attorneys, Threaten Suit
Against City
TAKES AWAY~MEANS
OF REACHING PROPERTY
Strong Undercurrent of Pub
lic Sentiment Favors Sites
For Terminals on Lands
West of Atlantic City
Tile undercurrent of public
sentiment favoring sites for rail*;
road terminal^ on lands to the;
west of Atlantic City is apparent
in the time which is being given
to consideration of the applica
tion for permit to close Missouri
avenue as a part of the plan for
building tb«* . new station on the
west side of Arctic avenue be
tween Arkansas and Missouri
avenues.
Cole & Cole, representing the
Somers Lumber Co., which owns
lands on - both sides of Missouri
avenue north of Baltic have
have threatened suit against the
city if an agreement is entered
into to close the streets.
The letter from the lawyer
was addressed to the mayor and
city commission, and was as
follows:
“We represent Somers Lumber
company which owns real estate,
on both sides of Missouri avenue
north of Baltic avenue. A repre-!
sentative of the company has in
formed us that he has learned of
a proposed agreement between
Atlantic City and Atlantic City j
Railroad company providing for
the vacating of Missouri avenue
and closing it north of Baltic
avenue, which, if done, will de
prive it of the use of Missouri
avenue to reach its property.
“The company will congest any
action looking to the end stated,
so long as it remains the owner
of such lands.”
VALUE OF BAY I
LANDS RECOGNIZED
Development Approved by
State — West Atlantic
City’s Accomplishment
So definitely established in value
fcrve lands along the bays and riv
ers of the New Jersey coast be
come that their great utility has
been officially recognized in the
New Jersey State Legislature fol
lowing suggestions advanced by
Governor Moore in his annual ad
dress.
An appropriation of $100,000 is
asked for to meet the expenses of
a commission to prepare plans for
the development of the Newark
Bay district.
The work of improving meadow
lands along Lakes Bay in West At
lantic City on both sides of the
West Atlantic City-Albany Avenue
boulevard shows the highest type
of development.. The finest resi
dential! section has been created
JUUL~ another- great tract. Section
No. 3, West Atlantic City, will soon
be added to earlier enterprises com
pleted as two great dredges are
pumping sand fill upon these lands.
-fyf. -
HAS GREATEST
SELLING POWER j
Atlantic City and The
Boardwalk Exceed All !
Places in the World j
- i
Atlantic City, with its famous
Boardwalk, has the greatest sel
ling power of any place in the
world, declared James F*. Donnel
ly, in an address before the mem
bers of the Atlantic City Real
Estate board. Mr. Donnelly as
serted that pleasure-seekers are
attracted here because of the
Boardwalk, carnival spirit, health
and happiness available. He told
of the advertising power of the
slogan, “No Snow on the Board
walk," which he said, has a
greater significance than most peo
ple in this city realize.
"We must have faith in Atlan
tic City and extensively adver- j
(Continued on Page A-l) j
Playing Around In The
World’s Playground Today
Always a favorite spot for seclu
sion during the forty days of Lent,
Atlantic City is attracting its cus
tomary crowd of observers of the:
period that precedes the arrival of I
Easter. Following so close upon J
the heels of the Bishop’s crusade!
in the Episcopal Church, extra!
large congregations are anticipated;
in the churches.
Miss Bessie Craven, of 620 Arctic
avenue, who was accorded the hon
or of having the most shapely feet
in the University of Pennsylvania,
avers that she attained them walk
ing on the beaches barefooted.
There is vague fear among shoe
dealers that if her prescription be-!
comes generally accepted there w ill
be a falling off of soft shoe sales
next summer.
Genuine spring weather has pre
vailed and the Boardwalk has been
thronged with crowds. This seems
to indicate that Atlantic City is
growing rapidly as a winter resort
and that when the weather is fair
the crowds will flock here. There
was never a winter in the history
of the resort probably when there
were more visitors in Athyitic City
ilian the present one, ami this de
spite the fact that the resort has
been visited by an unusually large
amount of unfavorable weather.
Two years from now it is expect- ■
e<l that Atlantic City's new ice ska- j
ting palace, to be constructed in !
connection with the big convention
hall, will be in full swing. The j
rink will be operated, in all prob
ability, as a municipal project, and
it is planned to bring noted skaters
here from time to time, as well as
hockey teams. Concerts will be
given daily at the rink, thus a new
form of winter sport will be devel
oped in the resort and one which
it is believed will prove immensely
popular. It is figured that if At
lantic City can have one important
form of winter sport, with mild, i
clear weather prevailing outside, it
will be another feather in the cap
of the resort, and prove of distinct
advantage in attracting winter vis
itors.
Years ago there was talk of a
concrete promenade to replace the
present Boardwalk, but it was con
sidered more sanitary to maintain
(Continued on Page A-l)
Grand Approach
To World’s
Playground
Recognition of Bader’s Wis
dom and Foresight in Re
designation of Airport
EDWARD W.WILLS MOVES
SALES ROOMS TO BLVD.
Developments Already Under
Way WiM Increase in Num
ber and Size With Comple
tion of the Final Bridge
Plans which are now formulat
ing: will bring greater developments
for the Albany Avenue-West At
lantic City Boulevard than hitherto
anticipated.
The importance of this main ar
tery leading into the heart of At
lantic City, carrying the volume of
traffic and potential business as it
does, is receiving much considera
tion.
Prominent among the business
enterprises wh*eh are seeking lo
cations on the Boulevard are au
tomobile display and sales rooms,
with their connecting repair plants.
It is also ;l featu.e of Boulevard
activities that establishments alrea
dy located there are adding to their
door space and facilities.
One of the most interesting chan
ges of the week was announced by
Edward W. Wills, sales representa
tive in the World’s Playground for
lhe Willys-Knight cars. Mr. Wills,
who has bemi located at 2931 At
lantic avenue, is concentrating all
his salesrooms, building and repair
departments at 210 North Albany
avenue.
The wisdom of the late Mayor
Edward L. Bader in promoting the
site for the Airport on Albany
Boulevard and recognition of his
(Continued on Page A-l)
FIRST EASTERN RACE \
AT AMATOL MAY 7 \
It Is Expected Speed Rec- j
ords Wll Be Smashed— !
Front Drive Wheels
President Joseph Hewitt announ
ces that there will be 20 drivers in |
the grind for $25,000 in cash prizes,
new speed standards and points to- I
ward the American championship |
in the first Eastern race of the year j
under the auspices of the Atlantic;
City Motor Speedway association at \
Amatol, on May 7.
At least seven and' possibly more ;
of the world’s greatest drivers who
occupy the tiny seats in the death
defying steel meteors, have gone in
for front wheel drives. And unless
the speed bugs go wrong in their
guesses, all the world’s records
from one to 250 miles will be
smashed to smithereens.
Harry Hartz, champion of 1926;
Pete DePaolo, champion of 1926;
Frank Lockhart, winner of last
year’s Indianapolis race; Bennett
Hill, Dave Lewis, Frank Elliott and
Earl Cooper are having front wheel
drives built for them, which they
believe will stand up better and go
faster than any vehicle to ever
grace the wooden saucer. They
will get the test here, as the At
lantic City Speedway is conceded (
the world’s fastest, being a mile j
and a half in circumference and
upon which every world’s record
from one to 300 miles has been
conquered.
LIVING ROOM IN THK NOW HOMO OF RON.JAMIN R. FOX, WEST ATLANTIC CITY
I
Strides In Home Building Shown —■-—]
In New West Atlantic City Home
I
House building, home building or i
building construction of any char-1
acter has made such wonderful |
strides, both constructively and ar- i
chitecturally in the last 15 years]
that today the modern home is so |
far ahead of the modern home of I
15 years ago that it will make any
home built previous to this time be
considered antiquated or old-fash
ioned.
As late as 15 years ago it was a
matter of seriously considering
whether a house in certain loca
tions should be wired for electricity
or depend entirely on gas for illu
mination. Since then we have,
step by step, reached the. stage ol
what we today consider necessities!
in the modern home.
Today we must not only have j
rooms of ample size, enough of
them laid out. in a convenient way j
with most of what were considered !
luxuries then are today considered |
absolute necessities. ;
Today, no matter what the Inca- j
lion or neighborhood, it is demand
ed we have hard-wood floors, tile i
bathrooms and ' hot water heat.1
Then we wonder why houses that
formerly cost $1,000 to build aiwl
rented for $10 a month 15 years
ago are no longer on the market.
Of course mechanics’ wages have
multiplied themselves about four
times in the last 10 years, which
By BENJAMIN K. FOX.
Major Attention Directed to
Making Home Warm in
Winter and Cool in Suiftmer
With Thermos-Like Per
fection—House Has Colon
ial Front Facing Boulevard
While Detail of the Side
Facing- Lakes Hay Shows
Influence of Spanish Archi
tecture — Splendid Effects i
in Living Room
would naturally bring the cheaper i
house about double the price, but!
with the extra modern conveniences j
t hat are demanded todr /, this price j
is about doubled again.
Above is an interior view of a
strictly up-to-date house recently ■
finished oil the West Atlantic City !
Albany Avenue Boulevard. This
today is considered the last word '
in modern home construction, both)
architecturally and constructively.
Knowing this house would be j
subjected to the most rigid inspec
tion and criticism, owing to its
character and prominent location,
iL was absolutely necessary to ad
opt the last step in every detail of
modern home construction. The
result is we feci we have today the
easiest house to heat in winter, the
coolest house in summer. A house
of this construction will save $5
out of every ton of coal at $15 a
ton, owing to the fact that there is
a six inch air chamber in all out
side walls, keeping the cold out in
winter and the heat in, and the
summer heat out on the same prin-!
ciple as a thermos bottle is made, j
We also have, owing to the fact no
wood lath was used In this build
ing, the nearest to fire-proof home
construction yet attained.
The plan of the house, due to '
the fact that it has two distinct i
fronts, one facing the boulevard j
and one facing the bay, has two j
different classes of architecture ]
which is carried out from both en- !
trances.
The Boulevard front is Colonial !
and the bay front is of the type of]
Spanish architecture. i
From either entrance, you enter ]
rooms where this style of archi
tecture is carried out. From the ;
Boulevard you enter between long !
Colonial columns into a livingroom
45x30 feet, with a 21-loot ceiling.
This has an immense leaded glass
dome, permitting sufllcient light to
come through in the daytime and
at night there are 43 concealed
electric lights to illuminate this
room. There is a balcony encir
cling the entire second floor, off
which you enter the bedrooms.
(Continued on Page A-l)
ACTIVITY IN REAL
ESTATE SITUATION
Noteworthy Transactions
Approximate $1,325,000
Large Deals Pending
The general real estate situation
in the Atlantic City district is also
showing indications of a more act
ive demand this spring. A loosen
ing-up of business conditions is
seen in four noteworthy real trans
actions, which involved a total am
ount of $1,325,000 that were con
summated recently in the resort.
The City Square Theatre property,
at $700,000; the Juanita apart
ments, at $200,000; th(* lot at Mich
igan and Pacific avenues, at $325,
000, and the property at Sovereign
and Pacific avenues,, are large deals
that were reported closed. This
activity is expected to have a de
cided influence on the local mar
ket, and several more large deals
(Continued on Page Al)
NEED FOR HOMES
IS STILL URGENT
While it is undoubtedly Ini"
tbut tile great post-war shortage
o' buildings which brought
about a great stimulation in tin
building industry in the past
ihree years, has uoi been large
ly or completely met, there in
good reason to suppose that a
healthy activity in building con
st ruction will continue, says C.
Hiealt, presideut of the Na
tional Association of Real Estate
Boards.
Certainly there is no diminu
tion of the need or demand for
homes which will fit family ideas
or in the disposition of business
and jndu8lric/*to look more in
telligently than ever into tile
matter of their location, so that
we may have the economic ad
vantage which carefully chosen
locations can stive them, he adds.
SKYSCRAPER FOR
ATLANTIC CITY
12 Story Building Planned
For Former People's
Market Site
; What will bo the highest struc*
; lure on Atlantic avenue, is coutem
; plated for election on the site for
merly occupied by the People’s
Market Co., at 1607-09-11 Atlantic
[avenue, which was destroyed by fire
on the morning of January 16. This
j announcement was made by the
Peoples Market Company, owners
iof the site, which Is 50x250 feet in
; size.
I Tentative plans made public by
the Lichtenstein Brothers, who
1 make up the firm, call for a 12-story
i structure. The Peoples Market
1 Company consists of Julius Lichten
j stein, president; Harry IJchten
I stein, secretary, and Alfred and Ja
cob W. Lichtenstein.
Desirable
Says Pennsy
Vice Pres.
Mr. Lee Declares His Com
pany Would Be Willing to
Participate in Plan
ATLANTIC CITY’S
FUTURE GROWTH
Official Replies Favorably to
Question of Whether Penn
sylvania Railroad Would Be
Willing to Locate on Lands
West of Atlantic City
“I feel that passenger station or
stations for use of both roads West
of the Thoroughfare would be a
desirable accomplishment, and
that this company would be willing
to participate therein," declares
Elisha Lee, vice-president of the
Pennsylvania Railroad.
Vice-president. Lee made this
statement in a letter to Frank B.
Off, of Hotel Brighton, in reply to
the following letter from Mr. Off:'
Feb. 16, 1927.
The Pennsylvania Railroad Co.
Elisha Lee, Vice-president,
Philadelphia, Pa.
My Dear Sir:
The subject of great interest
to Atlantic City at this time is
tho relocating of the passenger
stations by the railroad com
panies. I have given the sub
ject careful consideration and
although greatly impressed
with the opportunity for 1m
. .. provemeut and growth, of .tho«<u~
city by the location of the sta
tion facilities west of the Thor
oughfare, I wish to remain
open-minded until your com
pany hah made clear Its inten
tion.
The removal of the stations
and most of the railroad traffic
west of the Thoroughfare would
greatly relieve congestion on
the streets and bring vast im
provement to the section north
of Atlantic avenue, thus greatly
increasing ratables and no
(Continued on Page A-l)
Aid For The
Home Builder
Designing, Construction and
Financing Are Easily Ar
ranged For
FAIR TREATMENT IN
WEST ATLANTIC CITY
The present-day tendency for the
man of average means to desert
his apartment and move into a qui
et homestead is the principal rea
son for the tremendous increase in
home construction. This condition
has been indirectly brought about
by the congestion of population.
The prospective home builder is
confronted with many problems.
To begin with, he must select a
capable architect to put his individ
uel thoughts on paper, at the same
time receiving technical advice; he
must arrange a financial schedule
that will see his house through to
completion without difficulty, and
must find a capable contractor to
perform the actual construction.
The home builder must carefully
make his selections iu each one of
these phases of the operation, for a
move in the wrong direction will
spell extra expense and disappoint
ment.
These various factors are bring
ing about a new situation in the
realm of West Atlantic City homes.
Benjamin R. Fox lias established a
good record of performance and to
him the home-seeker may go with
full confidence and express his de
sires with respect to the design of
his house, the construction and the
financing in connection therewith.
Here the owner-to-be may feel that
ha will receive fair treatmennt in
every phase of his transaction,
where the situation will be treated
as a whole, and any shortcomings
that he may have in any direction
will be brought out and indicated
to him and a remedy suggested.