The West Atlantic City news. [volume], April 26, 1927, Image 1

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

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GATEWAY
TO THE WORLD'S
PLAYGROUND
The West Atlantic City News
* _PUBLISHED IN THE INTEREST OF WEST ATLANTIC CITY
GATEWAY
TO THE WORLD'S
PLAYGROUND
VOL. 1. No. 15
THE WEST ATLANTIC CITY NEWS, WEST ATLANTIC CITY, N. J„ TUESDAY, APRIL 26,1927
PRICE THREE CENTS
; V- > i.T
FROM THE WORLD’S PLAYGROUND JUST A STEP TO HOME
Squadron of Planes Will Arrive Here Friday!
Boardwalk
Now Awaits
Hotelmen
Exposition to Give Resort Gay
Week of Entertainment
and Fun
STEEL PIER FOR
ENTIRE WEEK
Sixth Consecutive Year And
Each Year t. Is Larger and
Better Exposition — NoVel
Pleasures for Visitors
There is an activity new to ho
teldom, a spirit of hustle and bus
tle not explainable by the current
run of business, pervading the hos
telries these days. The cause is
the preparation, for the annual Na
tional Spring Hotel Exposition that
will hold forth for a week from
next Monday to Saturday, on the’
Steel Pier. ,
This will be the sixth consecutive
year of the affair, and each year
has seen a larger and better expo
sition offered to the public. Last
spring the average daily attendance
was 5000 persons and the promo
ters of this post-Easter show are
Straining to surpass that record.
The. State Hotelmen’s Association
is working in company with the
Atlantic City Hotelmen’s and Ave
nue Hotel Association, and that
spells action. . Frederick C. Hall,
of Montclair, N. J., is chairman of
the general convention, committee,
and associated with him as secre
tary and treasurer respectively, are
Edward T. Lawless, of the Ambas
sador, and Max Grossman, of Gross
man’s Hotel._ _ -„._i . „
Already more than 100 exhibit
spaces have been leased. Every
thing that a hotelman might want
to improve his establishment with
will be on display, and to see that
bonifaces and their suppliers are
brought together is the duty as
signed to a competent committee
embodying hotel owners from all
sections of the State. On the reg
ular working committee are Mr.
Hall, Frank W. Brindle, of Lake
Hopatcong; Wilton Megaw of At
lantic City; John T. West, of Pat
erson, and John W. Taylor, of Cam
den, of the State Association.
From Atlantic City’ are added
these from the Hotelmeu’s body:
E. T-. Lawless, J. S. Marquardt,
Charles D. White, H. B. Richmond
and Julian Hillman, while the ave
nue hotels will be represented by
Max Grossman, Milton S. Lindsay,
Harry Schoenthal, Oticar.D. Pain
ter, Ezra C. Bell and Clarence R.
Stitzer. Then there is a large ad
visory board of State-wide member
ship.
The pier has been leased for the
week and will be in the hands of
decorators for several days prior to
the opening. Alluring as the pier
will be there is more to the show
than the exposition itself, for this
exposition has won fame among
hotelmen everywhere for the lav
ishness of its entertainment. Much
of that is due to Victor Jacoby, of
Newark. He <vill devote his atten
tion this year to providing novel
pleasure for the visitors, and there
will be banquets, dances and many
distinctive features. The hotelmen
of the East are being lined up for
a trip to Atlantic City during the
days of the show. For the show
patrons not in the select circles
there will be entertainment iu pro
fusion day and night.. The Society
of New York Restauranteurs has
agreed to come down more than
100 strong.
from several states
There will be a regional confer
ence of hotelmen from Delaware,
Maryland, District of Columbia,
Harrisburg, "and other points dur
ing the week of the National Spring
Hotel Exposition which opens on
the Steel Pier May 2. How to per
fect operations and further engin
eer economies without lowering
the quality of service will be the
topic for consideration. Acceptance
of invitations shows that hotelmen
will attend from all points in the
East and some from the West and
South. ^ •
. 1 ‘ ‘ " . ~ '< ... ’ ' .. .' .
MAX GROSSMAN
Prominent hotelman and Executive
Secretary of the 1927 Imperial
Shrine Committee, Inc., who will
represent Crescent Temple in di
recting the lively program prepared
for the gathering of the Nobles of
the Mystic Shrine during the con
vocation of the Imperial Shrine in
Atlantic City in June. Mr. Gross
man is also treasurer or the gen
eral convention committee of the
Now Jersey Ketelmen’s Convention
at Atlantic City in May. .
Hotel men freely predict that the
sixth National Spring Hotel expo
sition to be held on the Steel Pier
May 2 to 7, inclusive, will be big
ger and better than ever. The
space reservations already show
that the foremost supply houses of
the country will stage more costly
and more elaborate exhibits than
ever before.
More than 5000 persons a day
inspected the exposition last year,
and hotel men claim that this at
tendance will be far eclipsed this
Year. The exposition is being stag
ed jointly by the New Je'rsey State
Hotel Association, the Atlantic City
Hotel Men’s Association and the
Avenue Hotel Association. The
committee in charge is laboring un
ceasingly to make the affair a big
success, and it lias the unanimous
backing of the hotel interests.
--
Success Of
Spanish Houses
Difficulties Surrounding Use
of Stucco Overcome in
West Atlantic City
RESISTS THE MOISTURE
By BENJAMIN R. FOX.
In llie last decade small houses
architecture has been veering
somewhat strongly to the Medit
erranean style, due primarily to
the impetus given this style in
California and Florida. There has
been a mistaken idea amoug many
that the Spanish architecture was
limited to the states boasting an
equitable temperaturo, but this is
a fallacy.
This belief was, no doubt, engen
dered by the manner in which such
homes were constructed in the
states mentioned.
Due to the fact that the tempera
ture varied but slightly, it has been
possible to erect structures of this
type by an application of some ma
terial to the structure which would
hold the stucco.
There existed no necessity for
wails which would protect from
sudden changes in temperature.
Those hardy souls pioneering in
the Mediterranean architecture in
the northern climates soon found
it Becessary to make provision for
a base for the stucco which would
prevent the penetration of heat,
cold or moisture. Some material
must be provided which would not
only serve as a base from which
the stucco would not crack, peel,
scale or come off, but also should
serve as a protective covering for
the structure itself.
These materials are now suc
cessfully used in all West Atlantic
City homes where the type of. con
struction prevents,the passage of
moisture to the interior.
-<S
Why look around, we have
the ground? West Atlantic
City !
Benjamin R. Fox Will
Establish Main Office
At West Atlantic City
Removes From 1102 Atlantic Avenue to West Atlantic City
Casino—Also to Have Office on Steeplechase Pier— ;
Increasing Business Prompts the Change
The main office of Beniamin R. Fox and the West'Atlantic
Development Co., which has been located for sometime at 1102
Atlantic avenue, Atlantic City, will be moved on May 1 to the
West Atlantic City Casino, West Atlantic City.
In making an announcement of the change, Mr. Fox says
that the business of the Fox developments and the construction
of Fox-Built homes has increased so greatly on Albany Avenue
Boulevard and at the West Atlantic City Casino that to
facilitate the transaction of the constantly increasing volume,
it has become advisable to locate the headquarters and offices
in the West Atlantic City CaBino.
Atlantic City business will be taken care of in hew offices
which will be located on the Steeplechase Pier. Many
novelties and interesting effects will feature the office of
Benjamin R. Fox on the Steeplechase Pier. Among souvenirs
which will be distributed to visitors will be miniature dredges,
of the pattern now engaged in pumping in the fill along Albany,
Avenue Boulevard, West Atlantic City, where upward of a half
mile of fill has lately been completed.
Vast improvements are assured under a bond for the Fox
Developments in West Atlantic City where tremendous
operations are now being carried on in the Third Section.
Forty new houses are either under construction or pro
jected for the year and among them are some of unusual
interest including Spanish types and also the special day-light
air-light houses which are attracting great enthusiasm.
Accompanying the development work now in progress is
the building of Bay Drive along the shores of beautiful Lake’s
Bay, a drive which will afford full view of the skyline or the
World’s Playground and a panorama of sky, water and shore,
the varying beauties of which will now be revealed to
appreciative people from all parts of the country.
The West Atlantic City Casino, which now becomes the.
main headquarters and sales office of Benjamin R. Fox has
been nemodeled to accommodate the executive force of the
Benjamin R. Fox organization, hut the unusual features under
which tourists were made welcome to the World’s Playground
are preserved. Motorists approaching Atlantic City and also
those who are leaving Atlantic City are invited to stop at the
West Atlantic City Casino and enjoy its comforts.
RUFFU FIGHTS
BOARDWALK CHANGE
Atlantic City Mayor
Against Suggestion To
Substitute Concrete
In th.e opinion of Mayor Ruffu
the substitution of concrete for pine
lumber in construction of the board
walk decking, as suggested by Wal
ter J. Buzby, owner of the Hotel
Dennis, on his return from abroad,
would not be practical for Atlantic
City. He said he thoughtvthe cli
matic conditions here were so dif
ferent from those of Nice, where
Mr. Buzby saw a concrete esplan
ade, that the change would not be
advisable. The Mayor also said
the cost of maintenance would be
excessive.
"It would be inadvisable to cre
ate conditions of a perilous charac
ter for our patrons,” he said. "But
aside from that objection, there is
a very important point which At
lantic City should never lose sight
of. Our Boardwalk is known
throughout the world by its name,
Boardwalk, which suggests a struc
ture built of wood. To substitute
some other material and change
the character of the walk would, in
my judgment, be bad advertising.”
-<S>
WOULD QIVE PENN8Y
DESIRED OPENING I
By BENJAMIN R. FOX.
Willie Mayor Ruffu has signed
a contract between Atlantic City
and the Reading Railroad Com
pany embodying the conditions
under which the new $4,000,000
station is to be built on Arctic
avenue, I venture the opinion
that the Reading Railroad will
not dare to erect a station at
Arctic avenue. If it does, the
Reading will place the commut
ters’ business in the hands of
the Pennsylvania Railroad,
which will readily take advan
tage of the opening left to build
. a new station near Albany Ave
nue Boulevard, which is nearer
the real center of the city, the'
real source of commuters’ busi
1 ness, and nearer the beach
! sought by excursionists.
I
Writ Halts Plans
For Terminal
Inevitable Certiorari Proceed
ings Follow Passage
of Ordinance
FOUR PRINCIPAL POINTS
' Legal attack upon the ordinance
recently passed . by the Atlantic
City Commission authorizing an
agreement with the Reading Rail
road Company for building a $4,
000,000 terminal has been institut
ed. The opposition, after waiting
Quietly during the ten days after
passage and publication of the mes
sage has served notice through
counsel upon the Mayor and City
Commissioners of their intention
to apply for a writ of certiorari.
The notice was dated April 18,
and was signed by Cole and Cole
as attorneys for Frank D. Ferretti,
who led organized opposition on
fhe Northslde; and by William El
mer Brown, Jr., attorney for Her
man Satinover, a Northside mer
chant. The application will be
made before Supreme Court Jus
tice Campbell at the opening of the
Cumberland County Supreme Court
in Bridgeton.
Four grounds are offered for the
court attack. It is stated that the
application is made on behalf of a
general taxpayer and owner of real
estate; on behalf of an owner of
real estate whose property abuts
the street proposed to be vacated,
and for an owner of property which
immediately adjoins the property
of the Reading railroad.
The grounds for attack are as
follows: Lack of power in the
city to enact; granting special
privilege to the railroad company
without power or legal considera
tion; depriving prosecutors of their
property without due process aud
without condemnation; ordinance
is illegal and void.
->
One thousand dollars a front
foot is the slogan on Albany
Avenue Boulevard, West Atlan
tic City.
■ . \ y'f. ■ .
MAGNIFICENT STUDEBAKER SALES ROOM ON ALBANY
AVENUE BOULEVARD, WEST ATLANTIC CITY
L. Edison Mathis, Head of Mathis Motor Co., Representatives of the Studebaker Automo
bile Says the Location Has Exceeded Their Finest Expectations
West Atlantic City, Hub Of
Atlantic County Activities
L. Edison Mathis, Head of Mathis Motor Company, Says Selection of Albany Avenue Boule
vard for Magnificent Studebaker Sales Rooms Has Been Fully Justified By Interest
Created and Numbers of Automobiles Sold—Show Rooms Observed by All_Boule
vard Values Rise
■niuany avenue Douievara, accora. I
ing to the opinions of Borne of the
most prominent automobile dealers
of Atlantic City will In time con
tain more automobile showrooms
than any other place in this
vicinity. Several have already
showed their faith in the proposit
ion and have erected showrooms
and service stations at either end.
The Studebaker sales room at
Toulon avenue, West Atlantic City
is the latest addition to the num
ber already established on the
Boulevard. L. Edison Mathis,
head of the Mathis motor company
which handles these cars in this
district, adds his testimony to
that of others in the following
statement: ,
MATHIS MOTOR COMPANY
3305 Atlantic Avenue
Atlantic City, N. J.
April 21st, 1927.
"Mr. Kenneth W. Goldthwaite:
“Dear Sir:
“As you will recall we opened
our Studebaker Sales room on the
Boulevard at Toulon avenue, West
Atlantic City, last August. At that
time many people questioned our
having built a show room on such
an elaborate scale in that location.
However, we felt, that we were
far-sighted enough to understand
the possibilities of a display room
at that location.
Exceeded Expectations
. “We are very glad to report at
this time that the results have far
exceeded our finest expectations,
both in the amount of publicity we
have received and in the actual
business that has been transacted
through that office.
"Our Pleasantville Sales room
was constructed on an investment
of approximately $85,000 and em
bodied the latest design and
features of a well established
automobile sales room. The general
design of this building was plan
ned by the architects of the
Studebaker. Corporation of South
Bend, Indiana, and then slightly
enlarged by one of our prominent
local architects. The Spanish style
of architecture was followed
throughout the entire construction
so as to make it conform with the
prevailing type of buildings in
West Atlantic City.
Why West Atlantic City.
“We were encouraged and j
prompted to put up this building i
at this location in West Atlantic I
City for several reasons. First, wo |
figured on the advertising pos- j
sibilities. We realized that the
Albany Avenue Boulevard was the
main artery of traffic for the
residents of Atlantic County,
coming into and going out from
Atlantic City. Along this Boulevard
of West Atlantic City there is no
congestion of traffic and the
average motorist has a wonderful
opportunity to gaze around, admire
the passing buildings and to take
in whatever scenery meets his
eye. We therefore figured that a
prominently located show room
with large window space would
prove an attraction that could not
be over-looked by anyone. There
are far more people that see our
new models In the sales room as
they are driving by than could
ever get the same view from any
Atlantic avenue show room.
Parking Advantages
“We also thought that the
average motorist would prefer
stopping at that point to park his
car and enter the show room for
a closer inspection of the Stude
baker models than he would in
Atlantic City with parking con
ditions congested and parking
space at a premium. Another reason
for our locating at this spot was
that we felt that before long the
Boulevard in West Atlantic City
would be the center of all business
possibilities for the entire Atlan
tic County. With the mainland
having built up as fast as it has, it
is easily conceived that West
Atlantic City could easily become
the hub of Atlantic County
activities.
"The Studebaker franchise gives
the Mathis Motor Company the
exclusive selling privileges in
Atlantic County. We therefore de
sired to place our sales room in
the best location to handle the
sales possibilities. We were also
prompted in choosing West Atlantic
City and the Pleasantville Boule
vard by the fact that we had an
ideal In building this show room.
We desired to give Atlantic City a
beautiful and distinctive automo
bile sales room copied from the
type that prevails in California.
Had we placed such a type of show
room on Atlantic avenue, In Atlan
tic City, it would have been
entirely incongruous to the rest of
the business houses. In West Atlan
tic City It seems to be a natural
addition to the houses in that
locality. The Boulevard on the
West Atlantic City Jrnrt has been
highly restricted and nearly every
house might be taken as a beauti
ful example of the modern build
ing period. It seems that our type
of building in the West Atlantic
City show room helps the surround
ing buildings in appearance and the
surrounding buildings iu turn
finish out the picture that we have
attempted to create.
Boulevard Values Rising
“In so far as land values are
concerned there is no question
that Boulevard property in a year
or so will bring higher values than
even the shrewdest investor would
have foreseen a year or so ago. In
addition to that we feel that the
actual property itself will be at a
premium once the possibilities of
Boulevard show places have been
discovered by many of the
National industries. By this we do
not mean that we feel the attempt
that we have made to commercial
ize the Boulevard but we do feel
that many a firm will select this
position to erect a national show
room or exposition building for
their products.
"The Mathis Motor Company is
just as bullish for West Atlantic
City as we are for Atlantic City
itself.
“Very truly yours,
“MATHIS MOTOR CO.
“L. EDISON MATHIS,
“Manager.”
Great Stream of Gold Pours
Into Atlantic City’s Banks
Easter Throngs Left Several Million Dollars—Large Crowd
Remained For Week — Shriners Will
Bring Much Money
Atlantic City’s bank deposits on
Monday following Easter, amount
ing to some $3,000,000, convey only
a vague idea of the sum of money
left in the resort by visitors during
the Easter season. According to
the bankers, the deposits on the
following Tuesday were almost as
heavy as they were the day before.
In fact, almost a steady stream of
gold has been pouring into the
banks throughout the week.
On Thursday, when the thermom
eter soared to the eighties, and the
sky was bright and clear, there
were as many promenaders on the
Boardwalk as almost any day dur
ing July. A rather large percent
age of the visitors who came for
Easter decided to remain for an
other week, and as a consequence
the hotels have been thronged with
guests. The crowd over the week
end was unusually heavy.
* .
Earl E. Jeffries estimated this
week that several million dollars
will flow into Atlantic City as a
result of the mammoth Shrine cer
emonial in June. “When the cere
monial was held in Washington,”
he said, “bank deposits over that
period showed a gain of more than
$11,000,000. In Los Angeles in 1924
the increase for the period of the
Shriners’ visit was $10,000,000. A
good many millions were reported
in Philadelphia last year, and this
time Atlantic City will reap the
benefit.” Mr. Jeffries, who is po
tentate of Crescent Temple, esti
mated that from 100,000 to 150,000
will be here for the Shriners’ cer
emonial.
-$x5>—
Have you heard that Fox
built homes save One-third ?
MacNider
Is Coming I
By Airplane
Assistant Secretary of War *1
Will Land at Bader Field
West Atlantic City
OTHERS MAY MAKE
TRIPS BY PLANE
__ -0
Escort of Squadron of Planes
From Mitchell Field —
Bader Field in Good Condi
tion for Landing
uacier jpieid, on Albany Avenue •
Boulevard, adjoining West Atlantic*
City is in readiness lor the landing
ot airplanes carrying Hanford Mac
Nider, assistant Secretary of War,
and his military escort, Friday. He
will attend the dinner of the James
Harvey Post, American Legion, gtv- i
en in honor of Mayor Carlton E.
Adams, of Ventnor City, and Mayor
John W. Rlsley, ot Margate.
Ofllcers of the reserve corps ot
the U. S. Army have been making
inspection of the airport with the
view to ascertaining the conditions.
The visiting official will be es
corted by a squadron of planes un- 'i
der Commandant Fulois, of Mitch- ~
ell Field, and safe landings must be
indicated for their guidance on ar
rival. The importance of re-fueling
facilities, and proper ground condi
tions for take-off on the return
flight were emphasized in a confer
ence at the office of Commissioner
Louis Kuehnle. The officers mak
ing the inspeection were Lieuten
ant Besore, of the air service, and
Major Voelker, bt the infantry.
They fq^ijul-tho field in good shape. |
Commissioner Kuehnle is just
making repajp to the airplane run
way. It is about 175 feet wide and
1000 yards long. At the conference
it was pointed out that MacNider’s
visit by air might be a signal for
other officials and army officers
having business here to make their «
trips by planes.
It is expected that over 300 guests
will attend the dinner, the sixth
annual affair by the post. It will
be held in the convention hall at J*
the Hotel Chelsea at 7 o’clock. Mr.
MacNider will be the principal
-<SxS>- .
SUGGEST ALTERATIONS
FOR CONVENTION HALL |
Mayor Ruffu Wants Provi
sions Made to House Muni
cipal and County Offices
Alteration of the convention
hall to house the municipal offices
is favored by Mayor Anthony M.
Ruffu.
Under the Mayor’s plan the pres
ent City Hall at Tennessee and At
lantic avenues would be sold and
the proceeds used to reduce the in
debtedness caused by the building
of the convention fyall. He expres
sed the view that the convention $
hall bond issue could be reduced at
least $1,500,000 in this manner.
He also suggested that provision %
in the new building could be made
for county offices. The necessary
changes could be made at little or ,]
no additional expense.
Commissioner Headley also de- j
dares that he is in favor of the
suggestion of Mayor Ruffu.
ATLANTIC CITY
SURPASSES RIVIERA j
Former Mayor Bacharach
Says Resort Shoald Be
Advertised Abroad
"The famous Rivrera Cannot com- ; ^
pare with Atlantic City,” declare!!
Harry Bacharach, former Mayor of
Atlantic City, and prominent bank
er, who has just returned from 3
months in Europe, accompanied by
| Mrs. Bacharach.
lie states that Europeans are Jn
a traveling mood and expressed
surprise at the number who have
not heard of Atlantic City.
Mr. Bacharach recommended an
extensive advertising campaign lu
the newspapers, both here and
• abroad, and some additional out
standing attraction for this resort
to bring more people here.