The West Atlantic City news. [volume], May 24, 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 News
PUBLISHED IN THE INTEREST OF WEST ATLANTIC CITY
GATEWAY,
TO THE WORLD’S
PLAYGROUND
Vol. 1. No. 19.
THE WEST ATLANTIC CITY NEWS, WEST ATLANTIC CITY, N. J., TUESDAY, MAY 24,4927
PRICE THREE CENTS
$1,000,000 Sales In Eight Months In New Fox Tract
New $5,000,000
Pier To Be
At Chelsea Ave.
Albany Avenue Boulevard
Section Will Have City’s
Greatest Pier
| STRUCTURE 2000
I FEET IN LENGTH
I Width 270 Feet With Towers,
I Promenade, Marine Garden,
I Ballroom, Aquarium, Gigan
I tic Playhouse and Other
f Features
i The Albany Avenue Boulevard
I section will have Its great pier.
| Charles R. Myers, proprietor ot
$ the Hotel Breakers and Fred Thom
messen, realty holder, announce
that they will build a $5,000,000
f pier near Chelsea avenue. It Is ex
pected that it will be completed in
about three monthB.
The structure, according to the
announcement, would be built
2,000 feet Into the sea near Chelsea
avenue where Myers and Thommes
sen own property. The site, it is
stated, is one of the few along the
Boardwalk for which easement was
notv signed.
me plans snow a structure zvu
feet wide, of which 250 in the cen
ter would be for general purposes
and 10 feet on each side for prom
enade. They show four cupola
topped towers, one at each corner
of the front building, each to con
tain apartments. The towers would
reach a height of 100 feet.
Within the structure, plans pro
vide an upper loggia, a balcony
surrounding a mammoth ballroom.
... At the end of the ballroom would
be a Marine Garden, with a var
iety of plants and featuring an
aquarium.1
Beyond the Marine Garden plans
show a theatre. The ballroom and
theatre would be connected by
bridges overlooking the Marine
Garden.
In seating capacity, the theatre
would be the most gigantic resort
playhouse In the world. It would
have a single balcony,
The remainder of the pier would
be canopied and devoted to promen
ading and to space for spectators
watching the four dally net hauls.
Fireproof construction through
out, with terra cotta finish. Is
called for in the plans. Steel
trusses with a span of 160 feet In
width, are shown. Illumination of
the outside of the structure would
be by the floodlight system.
Bankers Hear
Moore Talk
Benjamin R. Fox Interested
in Sentiments Expressed
at State Convention
$1000 RAISED FOR
FLOOD SUFFERERS
Benjamin R. Fox attended the
24th annual banquet ot the New
Jersey Bankers’ Association held
at the Hotel Chelsea, Friday night,
when Governor A. Harry Moore
recommended branch banks.
“Now that the branch banking
bill has been approved by the
legislature,” said the Governor,
“every banker should co operate
and cast favorable eyes upon banks
doing business, and when It Is
deemed advisable place a branch
nearby.” '1 I -4 «(
George W. Norris, governor ot
the Federal Reserve bank, Phila
delphia, explained the changes in
banking practice resulting from the
McFadden bill. Judge Harold B.
Wells, of Burlington county, spoke
on "The Second Mile.” Walter E.
Robb, president, of Burlington, was
toastmaster.
A donation of $1,000 for the Mis
sissippi flood sufferers was sub
scribed by the bankers, each per
son contributing a dollar upon the
request of the toastmaster.
Mr. Fox was greatly Interested
in the remarks cf the speakers and
In the recommendations of Gover
nor Moore. He is considering plans
which he hopes to carry out at the
next convention of the New Jersey
bankers.
"r
NEW COTTAGES COMBINE FEATURES OF LARGE HOUSE
Benjamin R. Pox is finishing some very interesting cottages that combine all the features of the large
house in condensed proportions. These cottages each have three bedrooms and some have two baths. These
bathrooms are finished in the new tints of colored tile, a new idea in bathroom finish that will apparently be
the feature of fine bathrooms completed in new modern homes. Each cottage also has an extra lavatory. The
exterior of the new cottages is finished in different colors of magnesite stucco, in greens, reds, browns and
pinks, and other effects. Some of these cottages have single garages and others, two car garages. A feature
of some of the garages is an extra room for storage purposes. Salesmen for the Fox-Built homes are to bo
found at the Casino, West Atlantic City. They will be pleased to show these cottages to any one without any
obligation upon the visitor to make a purchase.
GIANT DREDGES MAKE RECORDS
... ■■ ■
One Dredge Deposited 400,000 Cubic Yards Fill in West At
lantic City Development in One Month.
The Fill In The Third Section Covers Both Sides of Al
bany Avenue Boulevard between the Trolley Tracks and Lakes
Bay and Extending Westwardly from the Atlantic City Line
to Connect with Completed Development in the City That
Fox-Built. Sidewalks and Curbs, are to follow quickly upon
the completion of the Fill, as they did in other sections of the
Development.
Changes Aspect
Of The Street
Striking New Homes Complet
ed in Palermo Avenue,
West Atlantic City
SPECIAL SPANISH
TREATMENT
An interesting row of new homeB
has been completed on Palermo
avenue, West Atlantic City, a very
attractive street which extends
frcm the Albany Boulevard to Lakes
Bay.
The very aspect of the street
has changed with the completion
of these homes. There are three
different types, an Elpaso two
story house with porte-cochere and
deck from the second floor, one a
modified Spanish type with buff
stucco, green trimmings and green
Spanish tile and another Spanish
house in variegated pink and gresn
Bishopric stucco.
The completion of these homes
and their attractive appearance
adds much to the appearance of
the street and they are one of the
features of West Atlantic City.
--
CONTEST TO
AID RARE TALENT
Each Community Will Have
Chance to Enter Contes
tants, $17,500 in Prizes
With the view of helping in find
ing the best undiscovered voices in
the country, the Atwater Kent
Foundation announced a Nation
wide contest with prizes aggregat
ing $17,500 and one and two years*
tuition in an American conser
vatory for winners, at the fourth
annual convention of distributors
of the Atwater Kent Manufacturing
Company at the Hotel Ambassador
Saturday.
The contest was described by At
water Kent, president of the 'foun
dation and also of the manufactur
ing company, as a "national radio
audition.'* Under the plan every
community In the United States
will be given an opportunity to
select by popular vote the 'best
voices of their young men and
women and then to enter these
singers in State, sectional and
National auditions to be broadcast
by radio.
RENTAL CONDITIONS
Home Rents Firm—Business Rents
Increase.
A nation-wide investigation of
rental conditions by the American
Bond and Mortgage Company, just
completed, reveals that rents have
probably passed the peak in the
country as a whole and the ten
dency toward stabilization at pres
ent levels is growing more pro
nounced, especially in the larger
cities of the country.
Residential rates in this locality
are firm while business rents are
increasing.
-«
Why look around, wo have
the ground? West Atlantic
City I
f
‘REAL ESTATE IS THE BEST INVESTMENT’
Says ARTHUR BRISBANE.
Get a good piece of real estate, buy It wisely, PAY FOR IT, keep
It and IT WILL KEEP YOU.
Three things are worth whilo—Time, INTELLIGENCE and the
earth you stand on.
You can’t buy intelligence, you can’t buy or bribe time as It flies
past you. But you CAN BUY THE EARTH YOU STAND ON.
Therefore, be an owner of real estate. With stocks, bonds and
other so-called "securities” the sky is the limit. A hundred millions
can take the place of fifty millions. And then the hundred millions
can be wiped out, vanishing into thin air. BUT THE EARTH IS
LIMITED. That security cannot be changed into watered stock. When
you own a piece of the c«.rth, you own something PERMANENT, REAL
—something that cannot be taken away from you, something that, if
intelligently chosen, will provide for your old age and if chosen with
intelligence, will make you a rich man.
This earth is about 25,000 miles around and that's all there is of
What is the one solid, safe, permanent property while you live, that
you can hand on to your posterity and that will KEEP YOU and your
children? It is land; and that’s why it is called REAL ESTATE. Real
estate, well chosen, is the property to leave to women and children.
It can be rented for a long term of years, the tenant paying taxes,
assessments and making repairs. The only work of the owner is to
receive the rents at regular intervals. Above all, real estate is a thing
that sticks. Give it to your wife and children while you live, which
is the sensible thing to do, you can stipulate that it shall not be
mortgaged or sold for a definite number of years. You can make the
same stipulation, leaving it by will. Thus schemers CAN’T rob your
estate. Even without the stipulation, real estate, unlike other proper
ties, cannot be tossed away In a moment.
Bonds and stocks can be sold so easily, or lost. You can’t LOSE
real estate; it stays where it Js. With buildings protected by fire in
surance, you owu it and see it grow in value, as you grow in years, and
in safety. Real Estate is REAL property. It has REAL value; it gives
widows and children a REAL provision for life. It is the rpally wise
and safe investment, when selected with intelligence.
In selecting, use your common sense, study carefully and KNOW
FOR YOURSELF WHAT you are BUYING. Watch the tendency of
population to move in this direction or that. Know for yourself
whether improvements, transportation facilities, all “modern improve
ments” are actually provided, or. are only a selling agent's “talking
points.” If you are buying for investment and for the future, study
VALUE and especially the prospect of INCREASING VALUE. If you
are buying for a home, away from the city noise, which is the most
sensible and often the most profitable form of real estate investment
in the long run, then make sure that the place you are looking at, will
suit YOU as a dwelling place. Know what you are doing. But re
member this: Real estate fortunes are the REAL fortunes. BUT
CHOOSE IT WISELY! Don’t buy on hope and above all things don’t
get excited and deceive yourself as to your ability to pay. It isn’t so
much the amount you invest as the judgement with which you buy that
counts. Make sure that once having selected your piece, you can
FINISH PAYING FOR IT. and when von eret it KEEP it
Draws Novel
New Building
Notable Structure For Light
ing Company Near Al
bany Ave. Blvd.
RESEMBLES HOME
MORE THAN A STORE
Features of the new show room
and sales building now nearing
completion at 3104 Atlantic Ave., I
in the Albany Avenue Boulevard i
district for the L. L. Jones company
include a serios of rooms, such as j
those found in the modem home, !
and in which will be illustrated
the most advantageous lighting
effects. It is being built by the
Ingersoll Contracting company, of
Linwood, from plans drawn by
Vivian B. Smith, architect, and will
cost about $85,000.
This improvement, which is ex
pected to be ready for occupancy
by June 2, is three stories in
height, of Gothic architecture. It
presents a most striking appear
ance. The construction is of con
crete, steel and brick with a front
of cut and cast limestone. The side
and rear walls are of light-colored
face brick.
The interior arrangements of the
first floor of the Jones building
will more nearly resemble that of
a beautiful homo than a store.
Separate rooms—a reception room,
ball, living room, dining room, bed
room, kitchen and a laundry will
be built in a homelike layout in
which will be featured l'ghting
fixtures, electrical appliances and
decorations. All of the rooms will
be handsomely furnished. The
reception room, particularly, will
be of pleasing appearance with a
real fireplace with decorative side
walls and a 20;foot ceiling su: round
ed by a wrought Iron railed
balcony.
There will also be a large gen
eral salesroom on the first floor
in which will be shown the latest
developments in lighting and elec
trical goods.
A grand stairway will lead from
the first floor to a mezzanine
office floor and to the second floor
showroom which will contain
additional rooms for the display
of lighting fixtures, specialty fur
niture, and electrical appliances.
The third floor wili be devoted to
shop rooms and storage. An
elevator will reach all floors.
Lighting Home
To Be Correct
Portable Lamps Perform Only
One Duty In The
Home
CENTER FIXTURE
ALSO NEEDED
jrT'»*' i
By BENJAMIN R. FOX
However deserving is their
popular usage, portable lamps will
never effect a complete discon
tinuance of lighting fixtures since
they each perform a distinctly
different duty in lighting the
home"
Frequently minor changes in fix
ture installations in homes already
built will considerably further bet
ter lighting. Seemingly obsolete
fixtures need not be condemned,
nor yet resignedly accepted, but
like old dresses remade, fixtures
may become quite rejuvenated by
changing their hanging height or
“trimming" them with shades.
Selection of fixtures for the new
home might bo likened to the pur
chase of a now hat—millions from
which to choose, at various prices,
yet the decision will be made
through personal choice.
This problem will not be so
staggering if a few determining
factors are kept in mind. First, the
shape of the room; second, the
height of the ceiling, and third, the
color of the walls and ceiling.
Center Fixtures Recommended
Center fixtures are heartily
recommended throughout the house,
and in long narrow rooms two are
advisable. These may be supple
mented with wall brackets.
The living-room, dining-room an|d
bedroom are first to be considered
because in these rooms self- ex
pression is evidenced, involving
wide variation in fixture choice.
ine snower lixture suspended
on chains used in rooms whose
ceilings are very high, is frequent
ly desirable because the light
source may be suspended at any
desired height.
For those to whom “hanging”
fixtures are objectionable, those
carrying several lamp sockets
placed snugly into a fitter mounted
close to the ceiling may be had.
This keeps the light source high,
giving widespread illumination
when only the portable lamps are
in use. Such a fixture, carrying two
or three lamp sockets, in bedrooms
win De round satisfactory.
Inverted 8o\vl O. K.
The inverted howl so frequently
seen in diningrooms is a good ex
ample of semi-indirect lighting, and
will always be found to function
more efficiently in rooms whose
ceilings are light in color.
The woman who works In hei
own shadow in the kitchen because
the light is hung from a chain pen
dant can easily remedy such an
annoying condition by removing
the links of the chain, thereby rais
ing the light up close to the ceil
ing. Like the overhead sun at noon
day, this shortens objectionable
shadows. However, the “kitchen
unit,” a white glass inclosed globe
mounted close to the ceiling, is
recommended for those who are
building or refixturing their homes.
Precaution should be taken that
Office Building
For Mid-Town
Eight Story Structure, Comer
Pacific and Mt. Vernon
Avenues
WILL HOUSE PRO
FESSIONAL ARTS
Work will be commenced at once
on a new office building for the
accommodation of the professional
arts at the Bouthwest corner of
Pacific and Mount Vernon avenueB,
in Atlantic City, in accordance with
drawings and specifications of the
Ballinger Company, architects and
engineers, for Professional Arts
Realty Corporation.
The new building is eight stories
in height with a frontage of 38.6
feet on Pacific avenue and 150 feet
on Mount Vernon avenue. It will
pave a dignified and attractive ex
j terior, the first few.Stories being of
limestone with brickwork and terra
cotta trimmings above. Structural
steel will be used for the frame
work and the floors will be of re
inforced concrete, making the
building fireproof throughout.
Special attention has been given to
the design of the plumbing,
electrical and heating equipment
to provide every modern facility
for professional practices. Two
high-speed passenger elevators will
be installed. |
The contract, for the building, not |
including equipment, has been
awarded to John N. Gill Construct
ion Company, Philadelphia. It will
be completed, ready for occupancy.
December 1, 1927.
Third Section, West r
Atlantic City, Proves
To Be Very Popular
Marked Success With Sales Features Operations in the City
That Fox Built, Lying Along Albany Avenue 7,$/ft
Boulevard and Lakes Bay
The marked success which has attended the opening of the Third
Section of the Benjamin R. Fox developments in West Atlantic City is
signalized by the sales of lots amounting to $1,000,000 in eight months.
This section along the shore of Lakes Bay Beginning with the
Thoroughfare at the Atlantic City boundary on the east and continues
on both sides of the Albany Avenue Boiflevard westerly to the second
and first sections of Mr. Fox's operations.
The property lies close in to the heart of Atlantic City, and the
advantages of its location are borne out in the success of sales noted
for the eight months.
The success of marketing this property Is to be announced by a
new sign 150 feet in length facing the Albany Avenue Boulevard.
Record Filling Operations.
Notable progress, amounting to new records In similar filling
operations, has been made by the two great dredges which have been
in almost constant operation under three eight hour shifts. Sundays
alone excepted.
The great dredges have deposited hillocks of sand of constantly'
increasing proportions, one dredge alone carrying shoreward to the
Fox development over 400,000 cubic yards in a single month.
Speed Made In Filling.
Ab one looks over the Third Section of the Fox Development In
West Atlantic City, it is not easy to.get a full appreciation of the
speed being made in filling operations. It is because of the area which
is being covered, and the depth of the fill.
It is interesting to compare the operations of one of the great
dredges operating on the Fox Development with the “biggest dredge
in the world” which is operating in the Hudson river between Fort
Lee and Fort Washington preparing for the new Hudson river bridge.
This dredge is of the steel maw type and will lift 20,000 cubic yards of
river bottom in a week. With each dip it brings up 32 cubic yards.
The big sucker of the Fox Development has taken 100,000 cubic
yards a week from the bottom of Lakes Bay and delivered it on Bhore.
Improving The Bay.
One might say that with all the dredging in Lakes Bay beginning
with the time Mr. Fox started to fill the first section of hU develop
ment the bottom of Lakes Bay seems likely to give out. Such is not
me case nowever.
The dredging operations are improving Lakes Bay. The bay is
shallow and while the pits may reach a depth of sixty feet and an area 1
of 1,500 feet in diameter, the sloping shores of the bay are not in the
least affected and the exceptionally good bathing beach is not harmed
in the least. Fishing and navigation are, on the other hand, greatly im
proved. , i
Bulkheads.
Bulkheads have been built along the Third Section adjoining
Atlantic City line and the dredges will start to fill in back of these
bulkheads. The bulkheads extend westwardly for about a thousand
feet along Lakes Bay Drive. The bay side of the drive for the re
mainder of the distance will be left Bloplng for the enjoyment of
bathers.
A concrete drain will be laid in Fish Creek and this creek filled to
the level of the rest of the development.
Concrete walks and curbs will be laid for a distance of about 5,000
feet along Albany Avenue Boulevard to the Atlantic City line. That
all the work in the Third Section will be completed and the develop
ment brought up to the high standard set by Benjamin R. Fox, 13
guaranteed under a $500,000 bond.
Beautiful Bay Drive in West Atlantic City has been put in con
dition for the season and is now open between Pleasantville on the
west and the Third Section of the Fox Development on the east.
This drive skirts the shores of one of the most attractive bays to
be found on the New Jersey coast and its beauty is being appreciated
more and more as an increasing number of motorists visit it.
Bay Drive is open to all visitors, while the beach also proves to
be most attractive. The bathing season will soon be inaugurated.
GOVERNOR OPENS BATHING
SEASON AT ATLANTIC CITY
As far as tho Siato of Now Jersey
is concerned tho bathing season in
Atlantic City was officially opened
by Governor A. Harry Moore, and
his party two days ahead of the
scheduled unlocking of the ocean by
the city.
A bright summer-like day, with
the air at 75 degrees and the tem
perature of tho ocean 56, hundreds
of persons were attracted to the
shore.
Governor Moore and his official
staff arrived on the beach near the
enclosed pool, shortly before 3
o’clock and for nearly an hour
"worked out" tossing a medicine
ball around, after which the Gover
nor Ironed the kinks out ot his
writing hand by twirling a large
rubber ball in a sprightly baseball
game.
The appearance of the Governor
drew a large crowd and after the
completion of his beach exercises,
led the merry bathers to the surf
aud was the guest of the group to
take the 1927 plunge into the
combers.
Among those In the Governor's
party were Colonel Edward Stone,
Colonel M. Margaum, Fred Blood
good, his secretary, and William J.
Buck, of Jersey City.
wall brackets are never placed In
the center, of wall space else they
Interfere with picture hanging or
] placement of large pieces of fur
| nlture. Yet It Is essential that these
I be balanced for appearance as well
as light. When fixtures are chosen
| to be useful In fulfilling needs for
I light, and decorative In adding
.charm to the appearance of the
| house they will be found to give
complete satisfaction.
-v
One thousand dollars a front
foot Is the slogan on Albany
Avenue Boulevard, West Atlan
tic City.
' i' „ ; .
)w. RUSSELL GREEN
WILL BE SPEAKER
Ventnor Chamber of Commerce on
Friday Night.
W. Russell Green will bo the
principal speaker at a meeting
of the Ventnor Chamber of Com
merce to take place Friday In the
council chambers of the Ventnor
city hall. The subject of his
address will be “Dreamers who
walk.” Mr Green has spoken be
fore the Ventnor chamber and the
now obsolete Board of Trade and
has gained much popularity in these
two organizations, } |
NEW AIR-LIGHT,
DAY-LIGHT HOMES
Nearing Completion—Indi
vidual Shades of Stucco
Stone Dash
The beautiful new air-light homed
in West Atlantic City are now
rapidly nearing completion. It la
expected that they will be ready
in the next two weeks.
The exterior finish of these new
homes will be of individual shades
of Magnesite stucco stone dash.
The tints will be green, buff,
mother of pearl and white with
each house different.
These homes consist of six rooms
and tile bath with detached garage.
There is an open porch, living
room, dining room and kitchen on
the first floor. The second floor
contains three air-light rooms and
tile bath. Features are hot water
heat, double floors, hardwood floors.
They are conveniently located
near the Boulevard and the street
car stops at the door. The price of
one of these homes is $8,500 with
$1,000 cash payment and the bal
ance like rent.
NEW ZONING SYSTEM
The first report of the success
of the zoning system recently In
augurated by the Chamber of Com
merce will be presented at the
general meeting of the chamber to
be held Thursday at 8 P. M. at the
Hotel Morton.
,