OST Hot Spots

Since I attended the Old Spanish Trail Centennial Celebration in Mobile, Alabama last week, I've been thinking about how the Good Roads Movement affected commercial architecture. Tracking down relevant structures requires mapping OST road beds and cross-checking Sanborn data sets, building plans and historic newspaper accounts.

The route -- highlighted above -- took westbound travelers through the Crescent City along Bayou Sauvage/Gentilly Road to North Broad  (via Paris) on to Canal, St. Charles, Broadway and ultimately to the Westwego-Walnut Street ferry.(1)

A St. Charles Street "Automobile Row" began to emerge in 1913. Various developers acquired historic residences along the artery between Girod and Julia Streets, and either adapted them or razed them for other use. Julius Koch was awarded a contract to demolish a boarding house and construct a 131' foot showroom (preliminary rendering above; photograph below). Three years later, Koch also designed a new building for the Firestone Tire and Rubber Company.(2)

Not all of the structures listed below are still standing, but most of them are. Some of them feature ornamental automobile symbolism such as wheels and wings.

If you are interested in learning more about the OST Centennial and/or wish to become involved in the planning process, click here.

St. Charles Avenue

1400

M.G. Bernin Motor Trucks (1919)

1423

Motor Car Service Company, Inc. (1920)

1701-11

Abbott Motor Company {Two buildings -- Packard Showroom & Apartments/Showrooms} (1920)

1820 

Packard New Orleans Company (1929)

2001 

Abbott Automobile Company (1920)


St. Charles Street

700

Fairchild Motor Car Company (1917)

706

Woodring-Hamilton Car Company (1916)

714

Ellis Motor Company [formerly King Motor Company] (1920)

721

United Motor Car Company (1920)

726

Safety Tire Repair Company (1916)

728

Hotel Orleans (altered for this use in 1917-1918)

734

Demack Motor Car Company (1918)

735

Herbert E. Woodward Tires (1915)

741

Capital City Auto Company (1915)

742

Moon Agency (1914)

749

L.A.M. Motor Company (1918)

750

B.F. Goodrich Company New Orleans Branch (1914)

752

Abbott Auto Company "Used Car" Department (1919)

759

Stoutz Motor Car Company (1917)

760-762

Willys-Overland Company (1914)

Firestone Tire and Rubber Company (1916)

Freeport & Mexican Fuel Oil Company (1917)

829 

Capital City Auto Company (1919)

And others that were very near to the OST:

Baronne Street

601-603

Charles E. Miller New Orleans Branch [Automobile Sales] (1910)

615-621

Shuler Auto Supply Company Inc. (1919)

618 

M. Zilberman Show Room (1918)

702-716

Abbott Cycle Company (1906)
{They also sold automobile gloves}

Abbott Automobile Company (1908)

751-761

New Orleans Chevrolet Company (1926)

801

Brown Tube Company (1914)

Model Motor Truck Company, Inc. (1917)

821-823 

Abbott Automobile Company, Ltd. (By 1916)

840-842 

Fairchild Auto Company (1910)

Howard Avenue

822

Bernstein Glenny Motor Car Company (1917)

828-832

Lyons-Barton Motor Car Company (1915)
{Constructed using Kahn System}

Julia Street

611

B.P. Braud, Inc. Cord Tire Repairing (1920)


(1)An earlier route kept autoists on the east side of the Mississippi along the River Road.

(2)"Big Auto Tire Company to Make Crescent City Its Distributing Point." The Sunday States 21 May 1916.

Images above: Old Spanish Trail Association. Old Spanish Trail Road Map Southern Louisiana. October 1924. Louisiana Research Collection, Special Collections Division, Tulane University Libraries. Digitally enhanced.

"New Orleans to Have 'Automobile Row' by September 15." The New Orleans Item 12 June 1913.

"The New St. Charles Auto Row." The New Orleans Item 5 October 1913.

Abbott Automobile Company, 2001 St. Charles Avenue. As it appears in The New Orleans Item 12 December 1920.

Fairchild Motor Company, 700 St. Charles Street. As it appears in The New Orleans Item 8 July 1917.

Diffusion: Store Fronts

In 1908, the George L. Mesker Company of Evansville, Indiana announced the diffusion of its products nationwide. Touting the hundreds of its storefronts on a map of the continental United States and including Bermuda (shown above), Mesker claimed his enterprise was the largest such establishment in the country. It specialized in inexpensive two-story fronts decorated with galvanized iron cornices and pediments and cast iron sills and columns.

Mesker also provided services to architects and employed architects to assist prospective builders. Boasting 104 fronts in Alabama, the company worked with architect L.E. Marley on the Brockton storefront represented above.

For the South, Mesker's products were especially popular in Louisiana, Mississippi and Texas. 178 Mississippi structures featured Mesker iron, including Neff and Owen's storefront in Osyka, shown above  Its general plan No. 7011 (below) was used for the Osyka Bank on Railroad Avenue.

Images:  George L. Mesker & Co.  Store Fronts. Evansville, Indiana: The Company, 1908. Architectural Trade Catalogs, Southeastern Architectural Archive, Special Collections Division, Tulane University Libraries.

NEW! Maurice Singer Finding Aid

The Southeastern Architectural Archive (SEAA) recently finalized the processing of the Maurice Singer Office Records. The collection consists of architectural renderings, specifications and lot surveys associated with New Orleans architect Maurice Singer (1922-1980), who practiced in southeastern Louisiana from 1946-1980. His office records include project drawings developed by his early firm, Piqué and Singer, established in collaboration with New Orleans architect Harold Eugene Piqué (firm active 1946-53). Singer’s job files also contain copies of architectural renderings created by earlier and contemporary New Orleans architects whose structures he renovated or altered.

Read more here.

Image above: Maurice Singer, architect.  Blitz Furniture Store. 2600 St. Claude Avenue. Detail of Showroom. Circa 1957. Maurice Singer Office Records, Southeastern Architectural Archive, Special Collections Division, Tulane University Libraries.

Second Generation

A month ago, we posted an announcement regarding the Andrew M. Lockett Office Records, and featured an image of his Crown Food Palace, built at 3955 Washington Avenue in 1928. Today, we came across this image of Benson & Riehl's mid-century renovation of the structure for client M.S. Ernst.

Image above: Benson & Riehl, architects. Project for M.S. Ernst, Washington Avenue, New Orleans, LA.  Undated. Benson and Riehl Office Records, Special Collections Division, Tulane University Libraries.

Central City 1970

In 1970, New Orleans architect Edward B. Silverstein (1909-1989) received a commission to alter the old Dryades Market building located at the corner of Dryades (now Oretha Castle Haley Boulevard) and Melpomene Streets. He was already very familiar with the historic property, as he had worked on the building twice before, the first time nearly twenty years prior. In 1951, his office was able to secure copies of the original 1911 drawings by City Engineer William Joseph Hardee and his assistant Maurice Woulfe, which had included the design of a large arcade conjoining the downriver vegetable market to the upriver meat market, as well as substantive provisions for reinforcing the Melpomene Street roadbed since it covered a subterranean canal.

The structure had already undergone massive renovations during the 1930s. In 1931, Sam Stone, Jr. (1869-1933) developed plans to widen Melpomene Street for vehicular traffic and remove the lower portion of the arcade. He replaced portions of the foundation and the trussing system, modernized the plumbing, added refrigeration units and significantly altered the interior stalls.

Silverstein's first alterations to the structure were developed in partnership with Leon Weiss (1882-1952). Weiss and Silverstein modernized the Dryades Street facade  by replacing it with multiple storefronts comprised of plate glass windows unified by a porcelain enamel frieze. In the late 1950s, Silverstein further altered some of the stores by adding modern lighting and sound systems.

Economic decline was affecting the structure when Charles L. Franck took this photograph (above/circa 1970). Silverstein hired the photographer to record existing conditions relevant to the former meat market building, as some of the shop owners leasing storefronts desired additional security features. Silverstein made his last alterations by replacing his earlier plate glass windows with a brick veneer and adding roll-up metal security doors.

Image above: Charles L. Franck, photographer. Project Number 874. Circa 1970. Edward B. Silverstein Office Records, Southeastern Architectural Archive, Special Collections Division, Tulane University Libraries. This image is issued by the Southeastern Architectural Archive. Use of the image requires written permission from the staff of the SEAA. It may not be sold or redistributed, copied or distributed as a photograph, electronic file, or any other media. The user is responsible for all issues of copyright.

B. Rosenberg and Sons

In the summer of 1915, Nat Rosenberg wrote to New Orleans architect Martin Shepard to inquire about converting his 5216 Magazine Street property from the Dorothea Theatre into a double residence. His letter was typed onto B. Rosenberg & Sons company stationery, which featured illustrations of the Rosenberg Building and related factory, both located in the Vieux Carré.

At the Southeastern Architectural Archive, we frequently caution researchers about street address changes in New Orleans and these two structures provide a good case in point. The street numbers associated with the properties have changed slightly from 1915. Consulting fire insurance atlases is a good way to track the changes.

Image above: Nat Rosenberg, letter to Martin Shepard dated 23 August 1915. Martin Shepard Office Records, Southeastern Architectural Archive, Special Collections Division, Tulane University Libraries.