“Victories That Are Cheap Are Cheap. Those Only Are Worth Having Which Come As The Result of Hard Fighting.”—Beecher.
The West Atlantic City News
GATEWAY
TO THE WORLD’S
PLAYGROUND
PUBLISHED IN THE INTEREST OF WEST ATLANTIC CITY
GATEWAY
TO THE WORLD’S
PLAYGROUND
Vol. 1. No. 29.
THE WEST ATLANTIC CITY NEWS, WEST ATLANTIC CITY, N. J., WEDNESDAY, AUGUST 1927
PRICE THREE CENTS
Atlantic City Pageant Has Become a Real Institution
Construction
i Volume is Near
$5,000,000
First Six Months Shows Very
Little Unemployment
Among Trades
BUILDING SHOWS
JtfUCH STRENGTH
Convention Hall Foundation
of $1,077,000 Not Included
in Record—Plenty of Jobs
. Underway in the Resort
Construction work In progress In
Atlantic City at this time amounts
to more than $4,360,000.
This figure includes only !the
larger projects under way and
does not take in the convention
hall foundation contract which
alone amounts to $1,077,000.
Should all smaller jobs of all kinds
be Incorporated in the cost of
work now going on, the total would
reach much larger proportions.
The permits were featured by
the big increase in the number of
heating plant installations author
ized to start. The permits for
such work numbered, 24, all of
which were taken out by the Mod
ern Heating company and amount
ed to a total cost of over $20,000.
. New construction work started
in a week aggregated $J1,160,
which brought the total for July
up to the $240,000 mark, and for
the year up to $4,360,000 In round
figures. Excluding the permits
Issued for the beating plant work,
, the jobat a Ailed. were all of the
alteration and repair nature.
The resort has gone through the
past six months' period with very
little unemployment among the
building trades.
It was predicted In some quar
ters at the first of the year that
the country was in for a depres
sion in construction activity which
thus far has not been experienced
here to a serious degree.
Among the larger projects now
in construction and their estimated
•cost are as follows: Mcllvaine
apartments, S. Illinois avenue,
$400,000; office building at New
York and Atlantic avenues, $600,
000; Knights of Columbus club
hotel, $400,000; Professional office
building at Mount Vernon and
Pacific avenues, $400,000; Jewish
Community Center, $150,000;
Administration building, $200,000;
Grand Central apartments, $700,
000; new apartment house for Her
bert V. Realty Co., on S. Iowa ave
nue, $400,000; Liberty apartment j
hotel, $400,000;. Lincoln apartment
hotel! $400,000,* and the Colored Y.
M. C- A. building, $115,000.
RAILROADS BRING
LARGE CROWDS
Passenger Agents Are Most
Enthusiastic Over
Business
James S’. Murphy, division pas
senger agent of the Pennsy, Is
optimistic over business this sum
mer as a result of the crowds
brought here over the weekends,
lie declared that the hot weather
In other cities has considerably
shortened the usual slump follow
ing the Fourth of July period.
Charles F. Osman,' district pas
senger agent of the Reading as
serted that “business has picked
up wonderfully,” especially 16-day
• excursion travel over the Baltimore
& Ohio, Jhe Lehigh Valley and
Reading points.
Pennsylvania vacationists from
. Reading, Pottsvllle, Sbamokin and
Williamsport iftvaded the resort
over the Reading, with the privilege
of remaining over tbel6-day period
A personally-conducted tour over
the Baltimore & Ohio also arrived
together with the Merchants’ and
Miners' tour from Southern points.
Later In the week 16-day excursion
. lsts arrived from Wilkes-Barre,
Ithaca, Rochester and Buffalo over
the Lehigh Valley. The Continental
Mirror Company, of Philadelphia,
conducted a one-day outing to the
MILTON S. LINDSAY
President Avenue Hotel Associa
tion, the largest and most influ
•ential organization ot its kind in
the United States, is a booster
for* West Atlantic City. Mr.
Lindsay is proprietor of the
Franklin Hotel, South Virginia
Avenue, Atlantic City, and is* not
only active in promoting the in
terests of the members of his
Association, but he is also on the
job when it comes to safeguard
ing patrons of the hotels of the
Avenue Hotel Association.
---
Boardwalk
Rent Figures
Speculation As to Just What
Storespace on the Walk
Commands
PRICED AT $40,000
. A YEAR DOWN
There la always a great amount
ot speculation as to just what
storea on the Atlantic City Board
walk command in the matter of
rent, and as la the rule in cases
.of this kind, they have been rated
at almost a movie star’s supposed
salary or the oft-talked-ot king’s
ransom. There havp been stories
ot where keepers of hot-dog stands
have paid as high as $1,500 for a
space not much larger than the
flat-top desk in an executive’s
office, and it is known that nearly
this price was paid for hot-dog arid
soft-drink stands under the Board
walk in the thickly populated iparts
of the island.
One renting agent or, the Board
walk, however, has taken all of
the fallacy out ibt the rental costs
of the shops he represents by
placing in bold figures upon each
window the exact amount wanted.
The rents asked prove, to some
extent, that Boardwalk prices are
almost what the storekeepers
claim they are. The annhal rental
of the smallest and farthest store,
located on trie second floor of an
arcade building, possibly two hun
dred feet from the Boardwalk, is
$750, while the highest-priced
store now for rent is listed at
$40,000 a year. Then there are
decreases of from $21,500 down
ward to $250, the largest decrease
being for the stores nearest the
Boardwalk, while the lower are
for those in the immediate vicinity
of the $750 shop.
$600,000 NEW
SCHOOL ACCEPTED
Will Accommodate 1,740 Puplle
and d|Sen In September.
The new $600,000 New Jersey
ave*ue school has been accepted
by the Atlantic' City Board, of
Education upon the recommenda
tion of George H. Berks, chairman
of the building committee.
The final inspection of the build
ing was made Wednesday. A
singular feature of the construct
ion was the fact that there was
less than $400 in extras. The gen
eral contract amounted to $470,
000.
The new school, which will open
for the next term, beginning in
September, will accomodate 1,470
pupils. It has 42 class rooms, an
auditorium and gymnasium.
-«<$,-.
Your Opportunity for
Profit Lies in the Newly
Developed Section of Al
bany Avenue Boulevard.
Benj. R. Fox, Developer.
\
i
Increased
Activity •
Assured
Every Indication Points to
Growing Demand For
Real Estate
OPERATIONS
ARE CONSISTENT
Totals of Transactions Since
First of Year Are Impres
sive Enough to Justify Op
timistic Feeling ,
There la every Indication that
the local real estate market will
take on renewed activity.
Anent the situation, local brokers
of established repute point to the
fact that the values remain on
practically the same level, show
ing no decrease, which Is a good
indication. Investors here, confident
of the resort’s future, are sticking
to their prices and feel sure that
a growing demand wl)l be experi
enced soon.
Well-informed real estate men
also are cf the opinion that busi
ness conditions are not nearly as
bad as many seem to believe. Since
the first of the year the deals con
summated have been constant and
consistent, and, while not approach
ing sensational proportions, have
aggregated figures impressive
enough to warrant an optimistic
feeling regarding local realty.
Renting has been consistently
active, although not coming up to
last year’s business In this respect.
Summer cottages and apartments
in desirable locations have nearly
all been leased for the season at
good prices. During the pant week
or so this phase of the realty
activity has shown an Increase,
tlifc final ru3h of summer residents
for quarters Being experienced.
Many householders succeeded in
renting their places In this period
for short seasons at commensurate
figures. On the whole, the sum
mer renting this year has been of
a healthful and stable nature.
An increase in the number of
Inquiries received is boing noted
with satisfaction in many of the
resort’s real estate offices. Interest
by both local and out-of-town in
vestors In improved and unimproved
properties has been accelerated to
a degree to cause brokers to feel
extremely hopeful of an active fall
market. The nearby developments
particularly have been experi
encing a renewed demand. It is re
ported by local developers.
Make Money
In Real Estate
Here Is a Formula Which
Worked Wonderfully
For One Man
BUY IN FRONT
OF PROGRESS
How to make money Is the
quest of every one. Making money
in real estate Is not an accident.
The owner may not have had the
least Idea of the potential value
of the property be purchased but
his broker had, so for that reason
it may be safe to say that there is
a formula or a science for making
money In the real estate field.
J. W. Wheeler, of Seattle, Wash.,
offers Ibis advice, which he has
found, in his own case, to bring
wonderful results:
Always buy a corner, preferably
not less than 100 feet on each
street.
"Always buy on a thoroughfare
and never on a side street. Try to'
get on two thoroughfares—a trans
fer point.
"Always buy In front M progress;
not behind It! Buy between the
old business part of your town
und the best residential section.
"Do not tye afraid to go a con
siderable distance out: you are
young; your town la growing fast.
Lower prices and easier terms
usually can be had. Buy on the
best and the longest terms pos
sible." __
•
Should Offer
Rest To All
Living Room Should Have
Livability and Friendly
Hospitality
DESIGN AND
COLOR HARMONY
. By BENJAMIN B. FOX
The very name living room sug
gests the type of decorative treat
ment such a room should receive.
It should be restful, to offer relax
ation to weary minds and bodies.
It should strike a balance between
dignity and informal charm, so that
it may at once welcome the formal
visitor and provide ease and com
fort for the family. And if should
reflect the many-sided interests of
the life of today.
With livability its keynote and
friendly hospitality its watchword,
your living room has a good start
in the right direction. Yet it will
not be a smart room, at distinctive
room, unless to these are added
beauty of design and harmony of
color. And to secure these witty the
greatest economy of time and
money, home makers are calling
more and more upon the services
of trained interior decorators.
It is difficult for the untrained
eye to visualize clearly just how
certain drapery fabrics will com
bine with the various upholstery
materials selected, and how both
will look when viewed against the
tone of the walls. Not only the
expert knowledge of the decorator,
but his on her wide experience in
creating harmonious interiors, in
sures a happy and satisfying en
semble.
The walls are most successful
when of a neutral tone, serving
as background for tho shimmering
hues of hangings, rugs and fuml
ture, in which one’s feeling for
color may find full play. I
Breakfast
Nooks Increase
Attractive Feature of Homes
Built in West Atlantic
City
TYPES HAVE
MANY VARIATIONS
Among the many refinements
being incorporated in the homes
of West Atlantic City is the break
fast nook with its many variations.
This is not exactly new so far
as the idea is concerned, nor is it
new so far as its- incorporation in
houses is concerned, but it is more
popular today, add more in demand
than before. In fact, it has come
to the point in the construction of
houses that a breakfast nook is
considered by many an essential,
and there are very few houses to
day that do not have it as a
feature. „
There are many different types,
some that fold and others that arc
stationary. 9 In the folding type
there are some that collapse into
'a small cabinet set against the
wall, and when not needed they
allow more space in the kitchen.
There are others that permit the
benches to fold into the table.
As a rule the color of the break
fast nook conforms with the gen
eral scheme of the kitchen, and in
order to enhance the beauty of this
feature, many operatic builders
include a small hanging lamp with
a shade to harmonize.
Operative builders differ in
opinion as to the proper location
of the breakfast nook, some con
tending that it should be in a
corner more or less out of line with
the direct vision from the living
and dining rooms, while others
feel that It should be located
directly at a window, and In a line
with the door to the kitchen. Both
have their particular followers, and
there are many prospective homo
buyers who desire either one type
or another, with the majority, how
ever, being satisfied' with the
locution of the nook as selected
by the builder.
Have you heard that Fox
built homea save One-third ?
(jfrmnd TMchoU
Director- Generic!
Jltl.nilii ( tty }it<3cant
|K—
Southern Gales
Bring Rare Fish
Cobia, Powerful Fighter and
Swimmer, First of Its Spe
cies Caught Near Here
MANY BREAK
TACKLE AND ESCAPE
A four-pound cobia, twenty-two
inches long, was caught last week
at the Little Egg Harbor Inlet,
and has been the chief curiosity
of the section since that time.
The cobia is a tropical fish,
native to the South Seas, the Gulf
of Mexico and the Gulf of Lower
California, and had never before
been caught or even seen at
Beach Haven, in the memory of
the oldest fisherman there.
Harold Driscoll, a home town
angler, made the catch on squid
“bait” when he cast into a big
school of these fish. Several other
fishermen also cast into a big
school of these fish, and they got
strikes also, but their fish broke
their lines and sped away. One of
those that escaped was estimated
to have been five feet long,
The cobia is a heavy-set, power
ful fish and a fighter to the bone.
It strikes hard and makes long,
determined runs, tearing the line
off the reel with a rapidity that
explains the failure of all but Dris
coll to land their fish after hook
ing them. The cobia has the head
of a cod, the tail of a pollock and
the firmness of a tuna. Its ventral
fins are large and. made for fast
swimming.
The advent of, the cobia In
Beach Haven waters is considered
the most remarkably thing that
has ocoured there in years. It is
betyeved their cruising this far
North is traceable to the prevail
ing Southerly gales that have even
brought that fish fit for a king’s
table, the pompano.
The capacity of the giant
dredge which Is operating in
Section Three, West Atlantic
City, and whiqji Is attracting so
much attention, is 400,000 cubic
yards per month.
Car Thieves In
Bathing Suits
Operations of Gang Which
Got Away With 10 Cars
Ended
HAD PHILADELPHIA
CONNECTIONS
“Motor-car thieves these days
don't pick up cars ,011 the fly,”
says William G. Shepherd in Col
liers. “Each thief usually special
izes in a certain make of car. He
finds out whore the owner parks
it. He figures out the keys that
will fit it. He finds out where he
can sell it. And wrhen everything
is ready he gets into it and takes
it."
“A pair of clean cut young fel
lows turned up at one of the big
hotels * in Atlantic City. They
practically lived in their bathing
suits.
Suddenly big cars of a certain
expensive make began to dis
appear. Detectives sent to the
scene noticed that the two young
men favored the shade that was
cast on the sand by this certain
make of car. They trailed them
and learned that pair frequently
telephoned to Philadelphia. The
man at the other end of the line,
they discovered, wqp an expert
locksmith.
“By getting the number of the
lock in a certain car the young
men were able to tell the Phila
delphia locksmith exactly what key
to bring to the beach. The lock
smith could niake the key within
fifteen or twenty minutes. He
could make the trip to Atlantic
City within eighty minutes, includ
ing the taxi ride to the Philadel
phia station
“Thus, within a hundred minutes
frqm the time the two young men
phoned him, he could reach the
scene, take a secret tip from the
beach-disporting young men as to
what car his key would fit, climb
into the car and go away with It.
“Sixteen of the big cars which
had been stolen by this gang were
found in the possession of honest
but bargain-seeking citizens in
one Pennsylvania city.’*
Disposes Of
All Garbage
Chimney-Fed Home Burner
Saves Steps and In
convenience
BANISHES GARBAGE
CAN NUISANCE
I
I Disposing of the garbage and
constantly accumulating household
waste is a constant task from whicl
houHa wives welcome escape anc
relief with open arms. One of the
outstanding conveniences develop
od In recent year* to lighten the
work of the housewife and. promote
a clean, healthful condition around
the home is the chimneyfed incin
erator which provides instant, con
venient and sanitary disposal o
garbage and all household rubbish
It banishes the garbage cai
nuisance for all time—eliminates
rubbish heaps in the basement 01
other parts of the building—anc
Baves countless daily steps to these
insanitary and inconvenient pest!
which should have disappeared
long ago, with the passing 'of the
outdoor pump. *
With the chimney-fed incineratoi
there is now no reason in the world
for any housewife or home buildei
to tolerate so obnoxious a source
of disease as the garbage can. Thi;
builtrin-con\fenience (which coats
no more than a good radio set oi
washing machine) solves the prob
lem of garbage and waste disposa
in the modern home for all time
It handles not only garbage but al
household waste—sweepings o;
dust from the vacuum cleaner, old
.magazines, waste paper, wilted
flowers, tin cans, broken bottles—
everything that is no longer wanted
and which, unless disposed of a
once, fights against clean, sanitar:
conditions.
All this material Is deposited li
the haudy hopper door In tin
kitchen and falls down the flue in
to the incinerator chamber in th<
basement, which is lighted at inter
vals, (a match does it), and tin
\\hole mass burns without furthe:
attention. Tin cans and other non
combustibles are flame 'sterilizec
and dropped to the ash pit and latei
removed with the ashes.
Pageant 1
Has Wide ? ’
City Support
* _
Chamber of Commerce and
Mayor Ruffu Give It All
Encouragement
ATLANTIC CITV
GIVES CHEERFULLY
Thousands of People From Ev-,
ery Section of the Country
Are Interested in National
Beauty Tournament
The Atlantic City Pageant has
become a real institution. Spon
sored by the Atlantic City Cham
ber of Commerce, of which Major
Frederick Hickman is President,
and backed by city officials, big
hotel and business interests, the
Pageant has grown from a smalt
beginning into one of the most im
portant civic • affairs known to
America. For the week devoted to
the Pageant all of Atlantic City is
in gala spirit, with hotels filled
■with visitors and special trains
carrying other thousands anxious
for view of the loveliest girls of
America.
The Pageant has progressed until
its sponsors as-well as its. execu
tives now are devoting their
energies to adding to its dignity
both as a Beauty Tournament and
as a special Atlantic City attract
ion at the end of the rush Sum;'
mer season. Again quoting- Direc
tor General Nichols: "The Inter
City Beauty Show, . the Bathers’
Revue and otben* Ig^eant events
in which beautiful girls are entered
‘ "have “become ’ too important Tq
allow any petty differences ot
opinion or criticism, possibly in
spired by Jealousy on the pqrt of
less favored communities, to inter
fere with its progress or success,"
declares the Director General.
“Atlantic City, its Chamber of
Commerce, the Pageant Committee
and I have too much at stake to
allow anything detrimental tq
enter Into either the Beauty Tourn
ament or other attractions on the
program of Pageant Week.
President Hickman, of the Cham
ber of Commerce, and Treasurer
Leeds of the Executive Committee
are enthusiastic ovy the early
Indications of success for the
Pageant of 1927. "The Chamber of
Commerce is working for the bene
fit of Atlantic City in every pos
sible manner," says President
Hickman. “We know that thousands
of people from every section of
the country are interested in the
National Beauty Tournament and
there is no doubt of the success ot
the Pageant as a means of enter
taining our visitors and of spread
ing the glories of Atlantic City
throughout the world. Director
General Nichols has our heartiest
support in every effort he makes
to improve the already high stand
ard of the Pageant and to make it
still more of an unique Atlantic
City attraction."
it is tne intention of the
Chamber of Commerce and the
Pageant Directors to lift every
possible burden from the should
ers of Director General Nichols and
allow him to devote his tremen
dous energy to planning and direct
ing our big yearly event," is the
expression of Treasurer Leeds,
speaking for himself and the mem
bers. of the Executive Committee
of the Pageant. For the benefit of
visitors it might be stated that
Atlantic City cheerfully contributes
thousands of dollars each year that
the Pageant may be a success, ttys
Board of Commissioners, headed
by Mayor Anthony M. Ruffu, Jr.,
having voted $50,000 toward the
payment of the tremendous
expense incident to staging the
several spectacles and for the
travel expense and entertainment
of the contesting Beauties who
represent their communities in the
contest for the "Miss America"
title and for the Golden Mermaid
awarded to the most charming
bathing girl.
-<$>
With Just a Little Vision
You Can See $300 a Foot
Front Grow into $1000.