The West Atlantic City news. [volume], September 28, 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. 37.
THE WEST ATLANTIC CITY NEWS. WEST ATLANTIC CITY. N. J„ WEDNESDAY, SEPTEMER 28, 1927
PRICE THREE CENTS
v-v's.'-A
THRILL OF INCREASED ACTIVITIES WITH BRIDGE OPENING EXPERIENCED IN WEST ATLANTIC CITY m
;
New Apartment Building To Occupy Entire Block
West Atlantic
City Is Real
Estate Yukon
Unprecedented Prices Predict
ed For Property
. Holders
ON EYE OF
GREATEST BOOM
Opening of Million Dollar
Bridge—Hotel and Apart
ment Houses — Improve
ments Nearly Complete
west Atlantic City is on the eve
of the greatest real estate boom
in history.
The beginning and the end of the
greatest engineering feat in South
ern New Jersey will be witnessed
within a few weeks, and will be
officially observed in the near
future. This feat will write New
Jersey real estate history in bold,
capital letters.
The West Atlantic City-Albany
Boulevard Bridge will be open to
traffic in a few weekB. One million
dollars worth of iron and steel
will be thrown open to the public
to connect West Atlantic City with
the World’s Greatest Playground.
It will shorten the distance between
the Mainland and the shore by
seven minutes.
The new $150,000 hotel and
apartment house scheduled for
West Atlantic City will break
ground in October.
Both mean millions of dollars in
enhanced real estate values, and
thousands of new residents for the
west side of the inside thorough
fare.
And yet this is but a start of the
• network of communication 'arteries
that will eventually connect West
Atlantic City with the world. It
takes no vision to see the West
Atlantic City of the future.
It takes no yision to see the
former green meadows now lined
with imposing mansions from
Pleasantville to Atlantic City.
It takes no vision to see the vast
crusade of homeseekers, who will
descend upon West Atlantic City
and make use of Its broad streets
and enjoy Its beautiful lawns.
From Lyons Court on the West
to the furthermost Eastern boule
vard, property values will feel the
new life blood which will begin to
flow when this new artery is
opened up.
Wise developers and builders
know that West Atlantic City is
the latent Yukon, the golconda, of
real estate. They know that they
! are on the eve of the greatest
’’strike” in real estate history.
Realtors whose eyes have here
tofore been turned towards the
north and east are now looking to
the west, to West Atlantic City.
The advanced guard Is already on
the job. Large home developments
are already under way. Hundreds
of homes have been built, hundreds
more are on the way. Hotels,
stores, apartment houses, recre
ation places, all are scheduled and
will be begun at once. Now that
sidewalk and street Improvements
are nearing completion, the larger
work of developing will be under
taken.
These are but puny efforts, how
ever; mere ripples compared to
the mighty tidal wave of enhanced
property values and development
which is sweeping West Atlantic
City.
If you are a home seeker,
developer, builder or are looking
for investment futures, give West
Atlantic City a thought today.
NEW PROJECTS
Fortesque Hotel and 8eashore Y.
W. C. A. Building Proposed.
Among the new South Jersey
construction projects are a $200,
000 hotel for Fortesque £nd a five
story and basement building for
Atlantic City. Plans for the former
are being prepared by Edwards
and Green, of Camden. The build
ing will be four stories and roof, of
brick, steel and concrete construc
tion, and will have one hundred
rooms. The Atlantic City building
will be erected for the Young
Women’s Christian Association
from plans by J. Vaughan Mathis,
seashore architect. This improve
ment will be constructed of brick,
cut stone, limestone, concrete and
steel
12-Passenger
Plane In Shore
Air Service
_i ■* •.> ■■
Factory and Field at Bryn
Athyn, Pa., With Terminal
Planned Here
TO INAUGURATE
SERVICE IJf SPRING
Plane Now Under Construc
tion—Run to Atlantic City
In Thirty Minutes—Rate 30
Cents Per Mile
The air line passenger service
between Philadelphia and Camden
and the World's Playground will be
inaugurated next spring, it is an
nounced by Lawrence Le Page, as
sistant to D. S. Charles, general
manager of the Pitcairn Aviation
Company.
The factory and air field of the
company is at Bryn Athyn, Pa. The
company is already building a 12
passenger plane, one of the type to
be used in the service.
One of the features of the service
will be the working co-operation
between taxicab companies in cities
which will be served by the air
transportation.
The taxicab companies will act in
the capacity of booking agents and
will transport the passengers from
the booking office to the air field,
where they will be transported to
their destination and will then be
taken to their hotels or places of
business by waiting taxicabs.
Arrangements have been made to
land the airplanes on the air field.
Taxicabs will then transport the J
passengers from , there, to. Atlantic
City., This service is included in
the cost of the'flight, and no extra
charges are to be assumed by the
passengers.
The plans of the company to form
an agreement with the taxicab com
pany in Atlantic City have material
ly aided in preventing the transpor
tation plans from being rounded
into final shape.
In Camden, the Yellow Cab com
pany of that city has agreed to act
as booking agent for the Pitcairn
company.
Inauguration of the service has
been under consideration for more
than a year, but was not announced,
as officials of the company declared
they did not think the public de
mand warranted the installation of
the service.
Two Phila. Airports Considered.
A rate of approximately 30 cents
a passenger mile will be charged.
The many operation details and the
taxicab companies to be used in the
installation of the service would not
be commented upon by LePage,who
declared that he was unaware that
the plans were public and that he
did not wish to announce the com
plete details until they are finished.
The airports in Philadelphia un
der consideration are Model Farms,
the Municipal airport and the field
owned by the Pitcairn company, at
Hallowell, Pa. In the event that the
public demand is sufficient, both
fields will be used for the terminals
of the air route.
Model Farms will serve the resi
dents of North, Central and South
Philadelphia, while the Hallowell
field will serve the residents of the
extreme north and west sections or
Philadelphia and the outlying sub
urbs.
In Camden it is planned to use
the Moro-Phillips tract, a field of
more than 70 acres, which is owned
by an estate. The field is a ten
minute ride from the center of
Camden by automobile.
The type of planes to be used in
Camden will be smaller than the
type to be used in Philadelphia.
Camden will be served by a plane
capable of holding two passengers
and a pilot.
The type of plane that will be
used from the Philadelphia field
will be known as the "Fleetwlng”
of PN-1, and will be driven by a
single motor. The plane will have
a cruising speed of approximately
100 miles an hour. This means
that the run to Atlantic City will
be made in about 30 minutes. The
running time from Camden will be
decreased about seven minutes.
THE WEST ATLANTIC CITY CASINO.
This has been the headquarters for social and business activities for rapidly growing West Atlantic City and thou
sands of tourists have stopped here to obtain information and take advantage of the rest rooms.
This interesting place will increase in activity and importance upon the removal of the head offices of the Benjamin
R. Fox organization to the Casino and with the construction of a hotel and large apartment building in the immediate
vicinity. .
More Money—
Fresh Optimism
In Operations
Financial Situation Reported
Easier With Corresponding
Increased Activities
INTEREST LOCAL AND
OUT OF TOWN INVESTORS
Influx of Ready Funds Has
^Contributed to Improved
Situation — West Atlantic
City Development Highly
Favored
There is renewed optimism every
where in real estate circles. Espec
ially is this true of West Atlantic
City, a high class suburb which has
not seen any let up in development
work- at anytime. ~ -—
It is the consensus of opinion
that developments and sub-divis
ions are stronger and more stable
than for some time past. Increased
interest is being shown by both
local and out-of-town investors in
the various suburban tracts in and
about Atlantic City, according to
reports received. Enough deals
have been made to anticipate an
increased demand for the fall sea
son. In developments where build
ing activities are being pushed,
developers state that the demand
is good, and point out many people
are continually on the lookout for
moderate-priced homes in many
sections of the off-shore territory.
One well-informed broker, who
has been in business for many
years, declared that local people
owning real estate have had a
chance to readjust themselves and
have succeeded in placing their
affairs in such shape that they can
now buy more property. Others who
formerly were tied up with real
estate have sold part of their hold
ingsi which has resulted in a gen
eral easing up in the situation, he
explains. He also says general busi
ness conditions this season have
been consistently good, which is
bound to react favorably on the
individual investor or speculator
who makes a practice of trading
in the fall market.
It was brought out by another
prominent real estate man that
during recent months property
owners have been able to obtain
mortgage money and so refinance
themselves for from three to five
years, which fact has put ths
market in a better condition than
it has been for some months. He
stated that out-of-town finance
and insurance companies that he
knew of had placed nearly $2,000,
000 in local mortgages during the
summer months. This influx of
ready funds has materially eased
up the local real estate situation.
-®X5>
FESTIVAL CHOIR
Will Repeat Its Operatic Program
Tomorrow Night.
The Atlantic City Festival Choir
under the direction of City Organist
Arthur Scott Brooks, will repeat its
operatic programme tomorrow night
that was such a success on the Steet
Pier last July when Creatore’s Band
accompanied the singers. Besides
Greek choruses and the "Soldiers’
Chorus" from Faust, the choir will
sing the "Inflammatus” from Ros
sini’s "Stabat Mater.” As soloists
will appear Ethel Dobson, Frances
Gruhler, Florence Allen, Rosa
Weintrob, Umberto Sachetti and
L. Powell Evans.
Protest Pageant
Obstruction!
Point Is Made That Pageant
Is For Benefit of the
Whole City
A protest that the use of the1
Boardwalk for the annual pageant
is against the easment deed has
provoked lively discussion. |
Judge John J. White, represent
ing the owners of the Marlborough
Blenhelm Hotel, in a communi
cation to the Mayor and City Com
missioners demanded that the ]
authorities take immediate action
to prevent the construction of
seats, court of honor and ticket
booths along the Boardwalk. Court
action was threatened unless the
commission takes a stand in the
appeal.
While admitting the claim of
J'udg»^W^ite..-CoEn»4a«io«©r-Hoa4
ley asks who will be responsible
for obstructing the success of the j
pageant. He asserted that any
Boardwalk owner who signed away
the strip for the Boardwalk right
has the same right, but that the
sale of seats has been carried on
for several years without any pro
test. He said it has been with the
unwritten and common consent or
the property owners, the pageant,
being held to benefit the whole
city.
When the new $10,000,000 con-''
vention hall is completed, the show
will be handled differently, it wan '
said, because the building will beN
able to accomodate 40,000 persons
for the big events.
---
CALL FOR ACTION
ON CONVENTION HALL
Realtors Urge Mayor and Commis
sion To Speed Up Work.
At the first meeting of the Atlan
tic City Real Estate Board since
the opening of summer. A letter
was read from the Master Car,
Builders, in which it was stated
there is a possibility of their 1928
convention going to some other
city, due to the delay in the com
pletion of the new convention hall
here. A resolution was unanimously
passed calling upon the Mayor and
City Commissioners to speed up
the work, so that the hall would
be sufficiently completed to enable
the car builders to use it next June,
as originally planned.
Proper Balance
Need For Rooms
Strive for Happy Medium
Between Gay and Quiet
Tones
Balance Is a feature of soothing
rooms. There is a mistaken idea
that to be soothing a room must
be monotonous. Dull gray walls,
neutral green curtains and up
holstery, pastel colored lights—in
so many people’s minds these mean
harmony. But to the enlightened
soul it means monotony. The real
reason for the satisfying room is
balance, both in line and color.
In many rooms we have a particu
larly pleasing balance. The panels
are even and rather narrow be
cause the room is low ceilinged and
obtained through the perpendicu
lar lines. The rectangular shape
of the panels is repeated in the
lattice-like lines in the wall-paper,
but they are broken at regular
intervals by charming baskets of
bright-colored flowers. The paper
is formal enough, but of such
bright and happy colors that the
whole room is built around it. The
simple straight-lined furniture and
the obvious lines in the large
boards of the floor carry the rec
tangular effect into the furnishings
as well as the walls.
The room must not look like a
futuristic drawing. The decorator
will add a round table, roll cushions
at the end of the couch and above
the desk an oval mirror. These
definite circles make our balance
pleasing.
The problem of balance in color
has also been solved. The corn
colored base of the wallpaper may
be offset by a preponderance of
soft green in the upholstery and
rugs. But the room could still be
weak if we did not add to these
base colors some bright blue and
orange. There is balance between
these exciting bright colors and
the soothing background colors as
well as in the clever use of design.
In the study of a well-balanced
room it can be readily seen why
leading decorators are turning
from cold, unfeeling walls and
recommending so strongly the use
of color and design.
Good Fall Business Brings
Joy To Atlantic City Hotel Men
Most of the Big Houses Have Been Comfortably Filled Since
Close of Pageant—Bookings Run Well
Into November
Atlantic City is getting a lot of
the weather now it should have
had in August. The days now are
clear, warm and altogether delight
ful.
Hotel men report the fall busi
ness as excellent. Most of the big
houses have been comfortably
filled since the close of the pageant
and their owners say that they
have heavy bookings extending well
Into November.
Atlantic City Is famed for its
beautiful autumns, and this year is
seemingly no exception to the rule,
despite the fact that all through
August the weather was cold and
dreary. As a result of the clear,
warm days men have been reluct
ant to shed straw hats, and many
persons are still taking their dally
dip in the ocean. Atter this week
more lifeguards will be taken from
the beach, but it will be some time
before ail the guards quit the
strand, especially if the present
brand of weather continues. Nearly
every beach in Atlantic City, Vent
nor and Margate still has its quota
of daily bathers and they report
the water fine.
All last week the temperature of
the surf remained in tho vicinity
of 70. Instead of a majority of
bathers taking sun baths, howovcr,
medicine balls wore passed around,
groups are taking brisk walks along
the strand and the hard sand is
chockcrboarded with hand tennis
courts. No thought has yet been
given to pony riding along the
beach.
Airport Runway
Is Ready For
Heavy Traffic
A 1000-Foot Runway Is Com
pleted and Another Un
der Construction
LINDBERGH COMING
HERE OCTOBER 19
Steps Also Taken To Bring
National Air Glider Races
To Bader Field in 1928—1
Lindbergh Day Plans
H. B. Baldwin, superintendent
of the Atlantic City airport, Bader
Field, West Atlantic City, an
nounced at the Aero Club that a
ItOOO-foqt runyfiiy^had been com
pleted and another oil the same
size is under construction. The field
here now can accomodate heavily
laden ships.
As the first step in a campaign
to bring the national air glider
races to Atlantic City in 1928, the
Aero club has invited the school
children of the city to build air
gliders for local competition at the
Airport.
Mr. Baldwin was appointed
chairman of the committee in
charge of the meet. He announces
that models and plans of miniature
airplanes will be exhibited in the
schools and throughout the city,
and that as soon as a sufficient
number of entries are built and
entered, the date of the meet would
he announced.
Mr. Baldwin said that it Atlantic
City should succeed In getting the
national meet, the city would get
more publicity than it has received
Lhrough the holding of the national
marble tournament.
Harry Kretchmer, announces
that the club is making plans to
co-operate with the city and various
civic organizations in welcoming
Colonel Charles Lindbergh, who Is
scheduled to visit this city Oct. 19.
He also announced that one of the
projects being considered by the
organization was the inviting of
recognized aviation experts of the
army and navy to lecture in the
resort.
Four passenger planes are land
ing at Bader Field, West Atlantic
City.
--
PLANS FOR NEW STRUCTURES
Include Dwelling And One Story
Brick Buildings.
Plans and specifications are be
ing completed by Charles H.
Adams, for the erection of a two
Btory and one-half dwelling on
Wissahlckon avenue, between
Atlantic avenue and the beach, for
Joseph J. Gillen.
Mr. Adams also has plans out
for bids for the erection of a one
story brick building at the south
west corner of Arctic and
Kentucky avenues, for Julian Hill
man and Charles Wagenheira. The
old dwelling on the site will be
demolished and the new structure
ejected which will contain five
stores. The size of the lot is 71
feet by 65 feet.
With Just a Little Vision
You Can See $300 a Foot
Front Grow into $1000.
Apartment Building Will
Occupy Site 200 By 500 Feet
To Contain 64 Apartments, Each With Unique Features arid
Having Three Rooms and Bath—Privacy Insured— ,
To Be Completed Before Spring
Benjamin R. Fox, the man who built West Atlantic City,
is having plans and specifications prepared for an apartment
building to contain 64 apartments.
The building will occupy an entire block 200 feet by 500
feet. Each apartment will have unique features and con
sist of three rooms and bath. Each will have the privacy of
a separate home, private garage, etc. ‘ :
It is planned to rent each apartment unfurnished at $45
to $50 per month. Some apartments will be furnished and
rent from $10 to $15 a month more. .
It is expected that the construction of these apartments
will be started during the next few months and they will be
completed before spring.
Colors Have
Beneficial
Influence
Their Use in Materials In
West Atlantic City Is
Good and Modern
CURATIVE VALUES
NOW RECOGNIZED
Color Affects Not Only The
Psychology, But the Sys
tem of Those Who View It
There Is a very good and modern {
reason for the use of colors
in materials used In building
homes in WeBt Atlantic City. Not
only do the colors afford variety,
contrast and distinction, but they
also have the same effect upon
one as various lights have. Curative
values of certain colors in the
treatment of many physical and
mental ailments are recognized by
scientists, among them Dr. J. Did
son Hessey, noted English
physician, who is making careful
analysis in the field of color treat
ment of houses and buildings and
their effects upon people.
It is quite logical to suppose
that the results of Dr. Hessey's
findings as to the effects of colors
on the human system, will not be
confined entirely to methods of
healing. We may soon find that the
proper use of color in city-building
will decrease the number of cases
requiring the remedial use of color
and other curatives.
Modern building materials, such
as terra cotta, afford wide range
to the architect, In the selection
of colors. Before long he will have
accurate Information at his com
mand to show how each color
affects not only the psychology,
but the physical system of 'the
person who views it, or who
comes into contact with light re
flected from its surface.
Thus far, Dr. HesBey’s demon
strations indicate that blue, green
and orange have the most power
ful influences. Blue Is used to re
duce inflammatory conditions.
Green soothes the nerves and
lowers the blood pressure. Orange
and red stimulate the nervous
Hystem. Yellow is a mental stimu
lant.
Some of these colors, Dr. Hessey
claims, effect the individual not
only through the vision, but by
direct contact with the body.
At one time red light was used
in the treatment of smallpox.
More recently violet rays and
X-rays have come into wide use by
the medical profession. Naturally
the concentration of light for
curative purposes gives a more
powerful and a speedier effect
than the reflection from a terra
cotta faced building. But the Im
portance of the latter is not to be
ignored. A single whiff of fresh
air plays a vital part In the main
tenance of health.
It is also possible that the
human race was evolved in certain
surroundings, containing certain
color combinations. Forests, lakes,
skies, sunsets, fields, all have
their distinctive colorings. These
are supplanted or hidden from
view by articlfial structures in the
city. We have learned that where
fresh air is shut off, it must be
supplied by mechanical ventilation
if health is to be preserved. It is
not unlikely that we shall also
Background I
Of The Room
Start With the Walls When |
Refurnishing The
Home
NEW SETTING
AIDS FURNISHINGS
By BENJAMIN R. FOX
As we study the interior of the
home and its furnishings, we come
to realize that most of our dissatis
faction with the effect arises not so
much from the furniture we have as
from the background. By this I
mean the walls, ceiling, floor and
woodwork. We may think we are
tired of a room because of the fur
niture, where, as a matter of fact,
we are tired of the room because of
th^waiia and woodwork. <**^Ԥ1
When we talk about refurnishing
a room and repainting It, I am con
vinced that if we Bpend a modest 5
appropriation on the walls we so
improve the background that we
are well satisfied.
The moment the background is
satisfactory, the foundation of
happiness is established and the
relationship of furniture and that of;
color will follow as a matter of
course. If other changes are made,
they should be in hangings and
rugs, finally in furniture. That is,
never buy a dresser or a table, a
rug or a picture until the type fj
of background is first chosen.
Consideration of background
means fundamentally the consider
ation of color. In the Middle Ages
buildings in England were not left
in their natural gray or drab. Color
was used universally. Romanesque
and Gothic wooden ceilings were
treated partly with gilt and always
with color. The use of full color
is to be found among the early
Renaissance period, when the im
portant rooms of the palaces and
great homes were lavishly decor
ated. * i
We today realize the beauty of
color and are forsaking the dull
ness of the gray and the drab.
All one has to do to see evidence
of this is to drive out into any
modern suburb like West Atlantic
City and notice there the use of
color in the decoration of roofs
and wails. i ‘!
If full colors are increasingly
used it becomes very important to
know how to choose them in order
to produce a desirable effect.
Individual chotcel (is not always
best or wisest. Science should be
the guide.
learn that health requires the pres
ence of certain colors.
It is also possible that the
architect will go even further and
will use colors to serve the special
interests of commerce. Activity
may be stimulated, or nervousness
and unrest soothed, by the wise
use of colors.
-
CONSIDER INVITATION ; **
National Convention Of Realtors
Possible. ,
The National Association of Real
Estate Boards has been invited to
hold its next convention in Atlantic
City, and the invitation has been
very favorably received. The matter
will not be definitely decided by the
board of directors until a later date.
The New Jersey State Association
of Real Estate Boards is backing
the invitation.