The West Atlantic City news. [volume], April 05, 1927, Image 1

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

Image provided by: Rutgers University Libraries

                
FROM THE WORLD’S PLAYGROUND JUST A STEP TO HOME
GATEWAY
TO THE WORLD’S
PLAYGROUND
VoL 1. No. 12.
The West Atlantic City News
PUBLISHED IN THE INTEREST OF WEST ATLANTIC CITY
THE WEST ATLANTIC CITY NEWS, WESTATLANTK: CITY. N. J„ TIES I) A Y, A PRlfs” 1927'
GATEWAY
TO THE WORLD’S
PLAYGROUND
PRICE THREE CENTS
Are Certain of Rapid Population Increase Here
Air-Light
And Day-Light
Advantages
New Twin Homes Under Con
struction Just a Step From
The Trolley Lines
NEW IDEA IN
FOX-BUILT HOMES
Ail The Windows Open Out
' Erom Four Sides of the
House—Special Features—
, Low Cost
Foundations arc being laid for a
number of specially designed
bouses suited to (ho Jersey shore
and West Atlantic City particularly.
The homes are the idea of
Benjamin R. ‘Fox and have been
developed by A. L. Brooks, the
architect for West Atlantic City
homes. The special features of these
houses are the air-Ilrht and day
light advantages. All windows open
out front one of the (our sides of
the house.
The houses will be built in twins,
24x36. The first floor will have
front porch or sun parlor, living
room, dining room, kitchen and
boiler room. On the second floor
will bo three bedrooms and beauti
ful tile bath. The pantrios, closets,
Shelves and cupboards which are
such notable features of the Fox
Built homes will be Included in the
complete homo of the day-light and
air-light construction. The exterior
will be stucco and the roof will be
of tile. There will be a single car
garage and the new home will bev
just a step to the trolley lines.
, • "• fheso houses .will be .aQld .at Jt
pHce that will make Tile carrying"
charges less than rent. These homes
ar0 financed without extra cost to
the purchaser. Plans, blue prints
and other information may be ob
tained at the field office, West
Atlantic City Casino, Und also at
the main office of Beiijamin R;
Fox, 1102 Atlantic avenue, Atlantic
City.
ORGANIZE AGAINST
READING PLAN
Opposition to Ordinance
Prepares to Petition for
* R a Referendum —
Many Active
Petitions asking for a referendum
ou the Reading tenniual plan will
be circulated by the opponents to
the, Arctic avenue site. Among
those who are protesting against
tho Reading ordinance which the
Commissioners are likely to adopt
at a meeting to bo hold Thursday
afternoon are:
West Side Taxpayers’ League,
Venice Park Taxpayers’ League,
Arctic Avenue Business Men's
Loague, Fourth Ward Business
Men’s Assn., Northslde Independent
League and the Isaac Nutter organi
sation.
Perfecting the petition will bo
accomplished, it is expected, dur
ing the ten days following April 7,
assuming that the City Com
mission passes the terminal ordin
ance on that day. The number re
quired to create a referendum is
4.400 bonafidei signatures. Those
'who are arranging for tho petition
declare that they can obtain
10,000 if necessary.
*3,750 PER FRONT FOOT
Central City Property (ring* Good
Price.
.The salo of tho Brinsley Hotel,
at' 1606 Pacific avenue, by Harry
Moore to Harry Weinmann, presi
dent of the Weinmann Finance
COrp., is reported at *150,000, or
*3,750 per front foot.
Tho Brinsley hotel Is a four
story frame building containing
40 rooms and occupying a lot, 40
feet by 125 feet.-It has two stories
facing on Pacific avenue.
-<jx$. ■.- >
AVENUE HOTEL SOLD
The Schuylkill Valley Hotel at
15 S. Michigan avenue has been
sold by the Elrae Corporation to
A. H. Generotsky. It will be replaced
by a two story garage. The price
is stated at *50,000. Another
*50,000 will be expended in im
provements. :
THE FAMOUS BOARDWALK
ON A SPRING DAY.
Roof Magic In
West Atlantic
City Homes
Individuality Of Color Adds
Warmth And
Beauty
SLATES AND TILES USED
Just as a pleasing variety of tex
r figured and brightly colored
wall finishes are being used in a
larger way on the interiors or small
homes in West Atlantic City, so are
the roofs of houses taking on more
interest through a generous use of
color, and pattern. The day of the
drab roof is gone, the roof that
merely shuts out the rain.
While the roof of the home must
shut out the rain and be durable,
it should at the same time—be
cause it is one of the most promi
nent architectural features of the
hpnse—add beauty through color
and pattern. Architects and* roof
experts, working on lines of color
harmony in West Atlantic City,
have conceived a roof pattern that
is cheerful and beautiful to both
the dwellers and tue passers by.
Adds Individuality.
The greatest opportunity to in
crease the effect of the house top
and the entire architectural treat
ment lies in a wise choice of roof
color. The magic influence of color
relieves monotony, adds individual
ity and creates the very atmosphere
of a home.
Often the largest unbroken ex
pansion of a house, the roof, sets
its whole color keynote. Pleasing
liueb can be strengthened by tones
contrasting with the body color or
trim of the home, or its setting;
severe dues may be softened by
means of the blending shades. . It
is important, of course, that' the
roof color be in harmony with the
rest of the houses. Only then docs
the roof contribute Us full share of
beauty to the home.
Often times people, in walking
along Albany Avenue, and glancing
down toward tlic bayl'rout, arc
heard to say, “What beautiful
homes! The roofs are so distinc
tive!" It is “roof magic" as it is
knowu and practiced by the build
(Continued on Page A-l)
24 FEET WIDE
$2,400 A YEAR RENT
Twenty Year Lease of Cor
ner to United Cigar
Company
A 20-ycar lease of llie store at
the southeast corner of New York
and Atlantic avenueB has been
executed by Ernest Sehwehm to the
United Cigar Stores Company at a
rental price of $24,000 a year, or
a total of $480,600.
The new lessors will take pos
session of the store on Dec. 1. and
will operate it as a cigar store and
luncheonette. The store has a front
age of 24 feet on Atlantic avenue,
and is now occupied by the Atlan
tic Candy company.
Value Rendered
By Developer
He Gives Service to the Inves
tor and Home Builder No
body Else Can Give
EXPLAIN “ADVANTAGES
By BENJAMIN R. FOX
If a man wants to bay a fur coat
he prefers to go to someone who
knows all about fur coats.to one of
the leaders of the profession. The
fact that this man lias bought and
sold fur coals for profit, probably
for a long time, will rather
strengthen than weaken his con
fidence.
There is no reason why a man
should not apply tho same logic
to the purchase of a parcel of real
estate, or why ho should prefer a
parcel, not because it is cheaper or
choicer, but merely because it is
not held by a developer.
It is generally believed by those
reluctant to purchase developers'
holdings that they can save an op
erator’s profit if they deal directly
with the original owner. Granting
that this is possibly true in isolated
cases, it must bo admitted (hat, as
a rule, time, money, and. lots of sad
experiences are saved to the pri
vate investor-who selects his pro
perties from an operator’s table.
This is so because a reputable
developer-operator gives service to
the investor at a fair and legitimate
profit nobody else can give. As a
matter of fact the "got rich quick”
typo of operator is practically ex
tinct. Tho ofllcc of a reliable devel
oper nowadays is a clearing house
where real estate is turned over,
not with arbitrary increases, but
rather with Sifiall, quick' and-«ys
tematicaliy calculated profits.
Gains Advance Knowledge
Furthermore, co-operative work
with hundreds and hundreds of
other brokers, through modern or
ganizations, through the keeping
of specialized records and many
other means, the developer gains
advance knowledge and a vision
of improvements of certain
sections and sharpens his sense
of comparative land and building
values.
He buys early, before tho upward
movement starts in' a section, and
is ill most cases able to undersell
the private owned who has stub
bornly waited for the advantage of
boom prices.
What is more, many parcels in
tlie hands of private owners are
badly fUianeed and luosl of them
require cash paymeht too big for
tile average investor. Developers
on Ihc oilier hand, arc in contact
willi largo lending institutions and
are in a position to refinance their
holdings and to improve mortgage
terms so that thoy can put within
reach of tho small investor with a
modest bank account many a parcel
Which otherwise would bo outside
of his reach.
Tliero is another Held where the
operator’s service becomes or value
to tlie purchaser—that of division
and separation of largo sized pro
perties. Tracts of laud and big
building complexes, Having been
held for many years by estates and
executors, aro as a rule, sold in
their entirety. These parcels aro
sometimes far loo big for a private
investor. They are cither syndi
cated or purchased by a developer
aud thereafter sub-divided and sep
arated into small units, and only so
(Continued on Pago A-l)
WIDER BASIN SOUGHT.
Shore Seeks Approval of Proposed
Clam Thoroughfare Change.
War Department approval of a
plan of Director Harry T. Headley,
or the Street Department of Atlan
tic City, to divert the course of
Clam Thoroughfare in order to
make a deep, wide basin for ships
in the territory between Tennessee
and North Carolina avenues, is
awaited by the -City Commission
preparatory to buiidlhg the long
needed incinerating plant.
Before the city can do anything
towards constructing the plant the
meadow site must bo filled in, and
while the dredger is making land.
Director Headley desires to exca
vate for the basin in the one oper
ation.
. v £ SELECTION MADE BY JACK DEMPSEY
* •%».*•» A"
Jack Dempsey had the opportunity to select the ideal house in the Atlantic City district when he came to the Shore last, year to make
his headquarters to train for his memorable ring battle with Uene Tunney. Mr. Dempsey was accompanied by his wife, Estelle
Taylor, famous in the world of motion pictures, and they chose for their home during those important mouths a house in West At
lantic City. Their house stands on Florence avenue at the entrance to Bay Drive. It is or Italian architecture and has many
notable features, among which are a high ceiling in the living room, two bedrooms and bath on |i„, first floor. There are also three
bedrooms and bath on the Becoud floor. A two-car garage, also of Italian architecture, is a l'ea fure of the property. It was in Lilia
garage that Mr. Dempsey engaged with many private workouts with his trainers for the short hour iu tile ring that meant a mil
lion dollars to him.
Survey Shows
Gains in this Area
Building Permits Gain Over
Newark and Other Lead
ing Jersey Cities -C
MOST PROMISING * * **’ '*1
? r OUTLOOKFOK t9TT
According to a record of building
permits compiled by S. W. S$raus
and Company, of New York, At
lantic City ranked fifth in tile state
of New Jersey in February, 1927.
According to the survey, Kearney
led with permits or $1,654,210.
Then came Newark, with $1,442,
960. Following were East Orange,
with $945,092, and Paterson, with
$921,181. Atlantic City permits for
that mouth totaled $804,079. For
the corresponding period one year
earlier, Atlantic City ranked third.
Newark was first with permits to
totaling $G,627,425; Jersey City sec
ond with $2,171,650, and Atlantic!
City third with $1,526,219.
New Jersey ranked sixth in the
United States in building. The six
leading states were New York, $92,
260,588; Illinois, $40,-177,201; Cali
fornia, $22,165,472; Michigan, $16,
927,880; Pennsylvania, $11,597,944;
New Jersey, $10,514,601.
New York, Chicago and Detroit
were practically the only cities
showing a gain over February,
1926, in permits. Atlantic City
made a net gain of $175,097 in per
mits over January, 1927, while
Newark showed a loss of $6,696,896
for the corresponding period.
Tho outlook of Atlantic City and
vicinity for 1927 is the most prom
ising one in the state.
Great Importance Of |
Color Harmony In Homes
Livk.g With Wrong Colors As Unpleasant As Living With
Wrong Persons—Rented Houses Lack Color
„ - —West Atlantic City Colors
■ "tillin' tlie wrong i colors itf
as unpleasant as living: with the
wrong people. No home can have
real charm, distinction or beauty
without a harmonious and appeal
ing use of color. The color plans of
a home are as important as the,
architectural of furnishing plans.
In a rented house one has to
make continual compromises with
color. The external painting scheme
is seldom interesting or individual-,
and often even ugly and inharmoni
ous. The interior walls and wood
work are never quite the right
background for a new furnishing
plan or old furnishings. Consequent
ly, one has to make the best of a
misfit.
One of the great advantages in
building or owning your own homo
lies In the opportunity offered for
color schemes which are individual,
harmonious and basically right.
llow inanv women would ex
change the alluring individuality
offered by women’s styles for the
deadly uniformity of men’s attire?
A well-dressed woman knows that
certain colors and types of wearing
apparel are more characteristic of
her own personal type than others,
and consequently arc more flatter
ing and distinctive.
The majority of house exteriors
suffer either from deadly unifor
mity or from an unsuitable or un
flattering color scheme. Today, the
chemical composition of paint and
stains has reached such a high
stage of perfection that one verit
ably has the entire rainbow to
choose from, and there Is no
practical or artistic reason for™the
limitation of exterior painting j
schemes to a few stereotyped j
colors or combinations. The use of j
stucco as an exterior offers a new !
and delightful field for color plans,!
and the many and various delicate'
tints to be seen in West A-tlanticj
City are curefully planned by color i
experts.
Stucco is closely associated with
Spanish, French und Italian provin-;
cial architecture which is essent
ialy colorful. Stucco was never
intended to be used in its gray
white state. Grays, buffs and
yellows seem to be the inevitable
choice of the inexperienced in color
ing st iceo houses when they are
not left uncolored, and the many
delightful color possibilities which
stucco offers are quite generally
neglected, except, in some of the
far-Westeru and Southern states.
This situation has been very care
fully studied by Mr. Benjamin K.
Fox, and West Atlantic City re
flects, i., some sections, the color
ful old Spanish missions of old
California. Pistache green, tawney,
amber, gray lavender and Italian
blue have been found by Mr. Fox
to present very pleaslug and suit
(Continued on Page A-l)
Parades Of Styles Begin
In Boardwalk Throngs
_ N
Resort Prepares For Influx of Guests For Palm Sunday and
Easter — Playing Around In the
World’s Playground Today
'Setting tlip pace for Palm Sun
day and Easter fashion parades
Sunday’s display on tile Boardwalk
was in the nature of a dress rehear
sai from which the fashion predict
era will he able to accurately fore
cast just what will bo worn during
the two great days to follow.
Hotel reservation lists indicate
that New York will transfer more
of Its prominent citizenry to the
Boardwalk for Easter than any oth
er city.
Every preparation is being made
by the amusement folk to receive
the coming throngs. The $1,000,000
Pier, Steel Pier and other centers
of entertainment are open , and the
Boardwalk playhouses are announc
ing special attractions. Of course
society is taking its usual deep in
terest In the coming Easter Satur
;
day premier of the animal stago
production of the Mask and Wig
Club of tho University of Pennsyl
vania, known this year as “Hoot
Mon,” and several leading hotels
will have concert stagers and in
strumental soloists of high caliber
for special programs.
New Vacation Year.
In Atlantic City, Easter Sunday
has come to have a triple purpose.
It introduces the hew vacation year,
brings forth the first great week
end of Spring and gives modistes
and individuals a striking setting
for the display of fashions.
It is no uncommon record when
200,000 visitors move' along the
Wooden Way on an Easter Sunday.
Nor will it be a surprise to rail
(Continued oo Page A-l)
$200,000 IN
BUILDING PERMITS
Amount Authorized Brings
Total for Year to Date
$1,798,917
Atlantic city building operations
amounting to $10,POO or more
authorized during the last seven
days arc: Bauk building lor the
Bankers’ trust company at 1210
Atlantic avenuo by Samuel II.
Headley, $143,800; addition to 3510
Pacific avenue by the Connecticut
Building company for Anne
Bogatin, $10,000, and the erection
of a store and two apartments for
Harry Nusbaum by Alexander
Nedelman at 1901 Atlantic avenuo
to cost $20,000.
The total amount of permits
issued was $200,000 as compared
to $60,048 for the previous week,
bringing tho total for March up to
$707,647 and for the year up to
$1,799,917,
Best Bet For
Those Seeking
Real Homesites
West Atlantic City Offers
More Advantages To Home
Builder and Buyer
LARGE LOTS-FINE HOMES
Prospective buyers of homes in
New Jersey cun do no better* than
to locate in West AUuutic City, ac
cording to prominent realtors of
New York and Philadelphia.
West Atlantic City, situated in
tile ie': t ropolitun area of Atlantic
City, less Ilian sixty miles from
Philadelphia and one hundred miles
from New York City, is enjoying a
natural growth rather than a boom.
There have been many improve
ments in the town within the past
year. Practically all of the streets
have been gravelled, and a macad
am highway runs through its cen
ter. The residents own their
homes. There is plenty of space
for children to play and plenty of
fresh air. Well laid out streets,
well kept lawns and hedgos afford
a pleasing suburban atmosphere to
the town.
West Atlantic City is provided
j with adequate transportation facil
ities enabling easy communication
w ith any outside point. New York
City lies three hours away, uud
Philadelphia is one hour distant.
Atlantic City may he readied by
motor in nine minutes, and in fif
teen minutes by trolley.
There is property available in
West Atlantic City with every
known convenience at hand. Fea
tures of tile homes are electric
cooking ranges, unusually large
I bathrooms, excellent heating facil
ities, and all other conveniences
that go to making a house a homo.
Tile town is also uuusuuily fortun
! ate in having room for expansion,
expanding towards the oust, where
it; will eventually meet the expand
ing outskirts of Atlantic City.
West AUuutic City is preparing
for tile influx of peoplo following
tlie general shore-ward rush of city
population that occurs yearly. A
new Delaware river bridgo to be
built across to Red Bank will also
add to this Influx, making West At
lantic City a welcome solution to
the housing problem.
West Atlantic City Is equipped
with an excellent Information
Board that supplies data on home
building in West Atlantic City up
on request, and may be reached at
The West Atlantic City Casino.
This City Is ;
The Center Of
Developments
Gateway to World’s Play
ground Is Situated on Main
Trunk Line
ALBANY AVE. BLVD.
IMPORTANT
Plan of West Atlantic City
Provides for Innumerable
Homes of the Character
Already Built
Importance of a "good front,"
recognized as essential in the
world of private enterprise, is be
ing practically demonstrated in a
civic way in West Atlantic City.
Albany Avenue Boulevard, and the
contributing side streets have about
them an air of prosperity. Pro
jected improvements .now under
way will give added dress to this
South Jersey suburb.
More important than a good
front is that the outward appear
ance be bucked by "the goods.” As
it is true in private affairs, so It is
in town affairs. Behind the front,
West Atlautic City is amply sijp^
plied with tile goods.
The rolling lauds that once lay
between Pleasantville and Atlantic
City, beside the Albauy Avenue
Boulevard, are fast disappearing,
and in their pluce, filled in laud
and residences spring up llko
magic.
Purpose In Layout.
The layout of West Atlantic City
has been designed with a purpose,
although some developments have
been rather hit-aud-mlss. The
through highway between Atlantic
City aud Philadelphia, that divides
the tract, acts us an artery.
Albany Avenue Boulevard Is
flanked on the South by through
streets to the boulevard running
along the shore of the Bay front
proper. Tho streets are substan
tially built upon, aud fine residen
ces are found thereon. To the
north of the avenue, more streets
run through to trolley and electric
train lines. These streets are also
well populated with fine homes and
buildings. In this section stands
one of the most beautiful automo
bile display places in the State,
owned by the Mathis Motor Com
pany of Atlantic City.
A goodly number of very fine
homes dot the town—for West At
lantic City as a suburb is second
to uouo—and there are some man
sions aud largo estates, but on the
whole the residents occupy homes
that families of moderate incomes
can afford.
Rapid Increase.
Population is increasing rapidly*
New homes have been built in clus
ters in tile last year aud now are
being built In numbers. The town
is entirely a place of residences,
although there are a few unrestrict
ed lots to be had along Albany
avenue. These lots are believed
to be selling way under actual val
ue at present, being held at $300
per loot, while property in the vi
cinity brings from $1,400 to $3,000
per foot.
West Atlantic City is destined to
a marked growth in a year or two.
It is in a direct line with the east
ward flow of population from Phila
delphia, aud lies at an advantag
eous position in the corner of a tri
angle, the other two points of which
arc New York and Philadelphia,,
tile largest cities in the East. There
are Industries on the mainland ad
joining West Atlantic City, ami
new industries are daily inspecting
the section with the purpose of in
stalling permanent plants there.
As West Atlantic City is a logical
distribution point lor the entire pop
ulation of the southern end of Now
Jersey, rapid growth is assured.
DEMOLISH. OLD BUILDING
Demolition of the old building at
the northeast corner of Ohio and
Atlantic avenues, preparatory to
the erection of a three-story com
mercial structure for Harry Nus
baum, ha3 been completed. Work
men are now engaged in putting
in the foundations. The project will
be completed about June 1.