Zuppardo’s Family Supermarket opens new, expanded store in #themetrys!
(x-posted to YatCuisine)
Economical Supermarket, on Elysian Fields and Gentilly, in the 1950s. (Zuppardo’s photo)
Zuppardo’s Family Supermarket – My grocery
I’ve been going to Zuppardo’s Supermarket, either the old store on Elysian Fields and Gentilly, or the Metairie store at Veterans and Transcontinental, since I was a kid. That’s going back to the days when the Gentilly neighborhood had an incredible number of groceries and supermarkets.
Replica of Anthony Leo Zuppardo’s banana cart from the early 1900s at the new Zuppardo’s Family Supermarket. (Edward Branley photo)
Peter Zuppardo came to New Orleans from Sicily in 1895. He took a job in the wholesale banana business. His son, Anthony Leo, saw an opportunity with over-ripe bananas. Anthony took those bananas around in a donkey cart. By 1930, the Zuppardo’s parked a truck at Gentilly Road at Elysian Fields. At that time, Elysian Fields Avenue was just a dirt road. The Pontchartrain Railroad closed in 1931, and Elysian Fields wasn’t paved until the end of the decade.
The Zuppardo’s bought the lot on that corner, establishing a permanent presence. The fruit truck expanded into a store in 1937. Those were the waning days of the city’s public market system. That system gave way to private stores after the war. The family made a good decision, as the neighborhood grew. After World War II, Gentilly’s population exploded, as men returning from the war looked to start their own families.Those strong ties helped Zuppardo’s Family Supermarket in later years, in their expansion to Metairie.
Bell Supermarkets newspaper ad from the 1950s (courtesy NOLA.com)
Economical became part of the Bell supermarket co-op. The idea was for independent grocers to join together to better advertise their stores. This was important, because John Schwegmann’s “giant” supermarkets became incredibly popular in the 1950s. Stores such as Economical, Dorignac’s uptown, and Pap’s in the Ninth Ward all sported the Bell logo.
Economical continued its popularity into the 1960s. That was my first personal experience with the store. My momma grew up in Gentilly, on Lavender Street, just off of Franklin Avenue. She and her grandmother made groceries at Economical. Even though my parents moved out to #themetrys when they came back from Boston in 1960, we’d still go out to see my grandma regularly, and I’d tag along for grocery runs.
Expansion and Re-location
Aerial view of Elysian Fields and Gentilly, 1961. Hebrew Rest Cemetery is middle-left. Cor Jesu High is across from the cemetery. Economical Supermarket is to the right edge, below Gentilly Blvd. (NOPL photo)
The Bell supermarkets expanded and re-located as population shifted. The Papania’s opened a “Pap’s” store on Mirabeau and St. Anthony in Gentilly. Dorignac’s and Zuppardo’s opened stores on Veterans Blvd. in Metairie. Dorignac’s built a store in the 700 block of Vets, near Martin Behrman, while the Zuppardo’s opened their Metairie location at Vets and Transcontinental. My family lived closer to Dorignac’s and Schwegmann’s in the late 1960s, so we shopped there.
I renewed my acquaintance with Economical when started at Brother Martin High School, just up Elysian Fields from the supermarket, in 1971. While we mostly stopped at the local convenience store, d’Mart, we occasionally walked down to Economical for things, particularly when d’Mart employees got annoyed with all of the students coming in. I met one of the current owners, Joey Zuppardo at that time. Joey was Class of 1973, I was 1976, so he was a senior when I was a freshman. (For a full run-down of the Zuppardo family tree, check this 2018 Ann Maloney article on the new supermarket in the Picayune.)
UNO and Redeemer Days
I took many a trip down to Economical with my Lambda Chi Alpha brothers from our house on Elysian Fields near Robert E. Lee in the late 1970s. Even though Ferrara’s was just a two-block walk, the prices were much better for guys on tight budgets, working their way through UNO. After I graduated in 1980, I taught at Redeemer High School on Crescent Street, near St. Frances Xavier Cabrini church. Even though Pap’s was closer to the half-double we rented at the time, I found myself heading back down to Gentilly Boulevard for various items.
Life in St. Ann Parish and Zuppardo’s Supermarket
Scenes from the original store on Vets and Transcontinental (courtesy Zuppardo’s)
In 1986, we moved out to #themetrys, near Clearview and Veterans. While my daddy had soured on Dorignac’s over the years and shopped at Schwegmann’s, Zuppardo’s Family Supermarket at Transcontinental was so close, it became our grocery. My boys grew up coming with me to Zuppardo’s all the time. As they got older, cashiers would ask after them. I’d show photos of them as Brother Martin students and they’d sigh at how time passed. That little boy who pushed a Little Tykes shopping cart, loading it up with things important to him (cookies and fruit roll-ups) is now a Naval officer and submariner.
I’m not sure when they dropped the “Economical” from the name, becoming “Zuppardo’s Family Supermarket.” The original store closed in 2005, as Katrina left the store and all of Gentilly in pretty bad shape. To this day, my wife still says “Economical,” which I attribute to her growing up in Lake Oaks and transferring from the Broad bus line to Elysian Fields, on her way home from Dominican.
The New Zuppardo’s Family Supermarket
Two Saturdays ago, Zuppardo’s Family Supermarket closed. They knocked a hole into the side of the old store and moved everything into the new one. I’ve been an almost-daily grocery shopper for years. When your store is as close (about a mile) as Zuppardo’s is to us, it’s easy to blow off extended menu planning. Most of my “test kitchen” ideas start at Zuppardo’s Supermarket. The new store opened last Wednesday. Those four days drove me crazy, as I ended up at three different supermarkets to get things we usually pick up at Zuppardo’s!
The Krauss Service Building more than doubled the size of the Canal Street favorite.
Service Building, Krauss Department Store, under construction in 1951. (Franck Studios photo courtesy HNOC)
Krauss Service Building 1951
When Leon Fellman built the storefront that became Krauss Department Store, the original two-story building didn’t extend even half-way back in the 1201 block. The store’s first expansion opened in 1911. The Krauss brothers bought the rest of the block over the years. The 1201 block of Canal Street is bounded by Canal, Crozat, Iberville, and Basin Streets. The store occupied the entire block by 1927.
Leon Heymann was Thekla Krauss’ husband. The Krauss brothers turned over day-to-day management of the store to Heymann in 1920. After acquiring the 1201 Canal city block, he turned his attention to the block behind the store. By 1939, Heymann purchased the second block, bounded by Iberville, Crozat, Bienville and Basin Streets.
Planning the Service Building
Detail of the 1951 service building photo, showing the sign listing the companies that worked on the project.
In 1940, Heymann tasked his son, Jimmy and son-in-law, Leon Wolf, with the responsibility of planning out the expansion of Krauss. Jimmy Heymann and Wolf traveled to cities in the American midwest, looking at how department stores provided electricity and air conditioning to their sales floors. The pair returned to Canal Street, ready to hire an architect and contractor. The project ran into a major obstacle in 1941, World War II. The Krauss Company were strong supporters of the war effort. They put the expansion on hold.
Leon Heymann waited on the project, due to the post-war economy. He wanted things to settle down. Also, technology evolved in the ten years since Wolf and Jimmy Heymann developed their plans. So, the company hired the architectural firm of Favrot, Reed, Mathes & Bergman to update the project. R.P. Farnsworth & Co., General Contractors, turned those plans into a five-story expansion.
Connecting the buildings
This photo, taken on 26-Feb-1951, by Franck-Bertacci Studios, shows the progress of the project. The scaffolding on the left side covers part of the four-story connecter between the buildings. So, Iberville Street remained clear at the ground level. The multi-story connector allowed the store to move utilities and air-conditioning to the service building. Furthermore, he connector carried power and airflow back to the main store. Additionally, tockrooms re-located from the front building to the back.
The Service Building increased the retail floor space of Krauss by 90%.
The Liberty Monument defined Canal Terminal 1941
Street level view of a NOPSI arch roof streetcar circling Liberty Place, 1941 (Franck Studios/HNOC)
Canal Terminal 1941
A NOPSI arch-roof streetcar makes the turn around Liberty Place. This charming photo from 1941 shows one of our classic “green” streetcars circling around the Liberty Monument. After completing the circle, the motorman parked the car in the four-track terminal. He and the conductor took their break, then proceeded on their outbound run.
The obelisk known as the “Liberty Monument” stood at Canal and Front Streets in a small, oval-shaped green space. The New Orleans Traction Company contracted the engineering firm Ford, Bacon, and Davis (FBD), to evaluate the street rail system in New Orleans in 1893. They made a number of recommendations, including a re-design of the streetcar tracks at the foot of Canal Street.
Plan of the Canal Terminal designed by Ford, Bacon, and Davis, published by Street Railway Journal, 1905
The city completed construction of FBD’s Canal Terminal design in 1900. By this time, all the mule-drawn tracks were removed from service. While the city cut back the massive base of the Clay Monument at Royal and Canal, they left Liberty Place alone. They cut down Clay to allow the tracks to run straight. FBD designed a loop around Liberty Place. Streetcars traveled down the Uptown side of Canal Street. When they reached Liberty Place, they looped around and parked on the French Quarter side. The 1900 version of the terminal included the loop and eight tracks. In 1930, the city implemented a “beautification” program that cut back the number of tracks to four. That 1930 street program also included installation of our fleur-de-lis street lamps, also visible in this photo.
Canal and the river
The buildings on the right display advertisements for liquor and wine. “Three Feathers” was a popular blend of Scotch. So, the name refers to one of the heraldic badges for the Prince of Wales. The badge includes a plume of three ostrich feathers and the royal coronet of the prince.
The second sign visible on the right is for Franzia Wines. Franzia still has a warm spot in the hearts of New Orleanians. Supermarkets sell Franzia as a “box wine.” Box wines are popular for Carnival parades, picnics under the interstate, or out at the lakefront.
The building background right is the Port of New Orleans office building, at Eads Plaza. Those buildings were demolished to make way for the International Trade Mart building and Spanish Plaza.
Rounding Liberty Place to Canal Terminal
From the time of the Liberty Place loop’s construction to its removal in 1964, many routes used it to change directions. For example, the Canal Street/Esplanade Avenue “belt” service arrived on Canal Street at N. Rampart Street. The streetcars turned toward the river. They looped around Liberty Place, parked at Canal Terminal then headed outbound. Other lines, such as Gentilly and Desire, used the loop to change direction.
When NOPSI discontinued the Canal line in 1964, they city demolished Liberty Place. So, they placed the monument in storage. Therefore that began its tumultuous history as a civil rights flashpoint. When Canal Street service returned, NORTA constructed the current three-track terminal that exists today. NORTA connected the tracks for the Riverfront line to that terminal. Streetcars now run from the Cemeteries and City Park all the way to the French Market terminal.
Krauss Department Store 1910 – the first expansion of the 1903 building.
Rendering of the first expansion to Krauss Department Store.
Krauss Department Store 1910
Leon Fellman built the two-story building at Canal and Basin Streets in 1902. He leased it to the Krauss brothers. They opened “a veritable trade palace” that operated until 1997.
The first expansion
Krauss outgrew the original, two-story building quickly. By 1910, the brothers looked to expand. They acquired the property behind the original store and planned a five-story expansion. The New Orleans Times-Democrat reported on 20-March-1910 that:
Piledriving has begun for the handsome annex to the department store of the Krauss Company, Ltd., Canal and Basin Streets, and the work here is being pushed rapidly forward. The five-story annex to the existing building will afford the department store additional room for its rapidly growing business. It has been found absolutely necessary and will be occupied as soon as the contractor can turn it over to the company.
The Krauss brothers were savvy merchants. Their connections to the garment and retail industries in New York afforded them many opportunities to buy lots of merchandise at low costs. For example, Krauss would get word of a fire in a garment factory. Maybe five to ten percent of the merchandise received smoke damage. The factory dumped the entire lot at a cheap price. Krauss picked up those lots. The New Orleans shoppers were not aware of these New York fires!
As the store’s popularity grew, opportunities increased. Growing the floor space of Krauss Department Store 1910 meant hiring more staff. Clerks and buyers from other stores jumped to Krauss. They worked hard for the family-owned business, many remaining with the company for decades.
This expansion of the store opened in 1911, three years after the Southern Railway passenger terminal opened. Two more additions followed. The store grew all the way to Iberville Street, filling the block. In 1952, Krauss built a second building in the block behind the main store. They moved stockrooms and physical plant facilities to that building. This created more retail floor space for customers.
Buy the book!
Krauss – The New Orleans Value Store, by Edward J. Branley.
Streetcars Canals Baseball in Mid-City New Orleans
Heinemann Park, 1915
Streetcars, Canals, Baseball!
In one of our podcast conversations with Derby Gisclair, we discussed aerial photos of Heinemann Park/Pelican Stadium. Derby explains the neighborhood around the stadium used by the Pelicans baseball club. While Heinemann Park wasn’t the first ballpark used by the AA-club, it was their home for most of their tenure.
This 1915 photo is amazing. It shows a football field, chalked out over the outfield, and a racing oval behind the fence. Derby suspects the racing oval dates from the amusement park the stadium replaced.
City Park Avenue to Tulane Avenue
Aerial view of the New Canal, running out to Lake Pontchartrain at the top, 1915
The Pelicans played ball at Crescent City Park, later known as Sportsman’s Park, until 1901. They moved to Tulane Avenue that year. Heinemann built the ballpark at Tulane and S. Carrollton in 1915. The team moved there that year.
Here’s the area behind the Halfway House, City Park Avenue and the New Canal. It’s a bit grainy, but you can see the patch of ground where Sportsman’s Park was located. NORD eventually built St. Patrick’s Park, a few blocks down, at S. St. Patrick and the New Canal.
Getting to the ballgame
S. Carrollton Avenue bridge over the New Basin Canal. It was demolished when the canal was filled in, late 1940s.
Pelican Stadium sat very close to the New Canal. A set of railroad tracks separated the park from the waterway. So, bridge crossed the Canal there. The streetcars used that bridge, then turned onto Tulane Avenue to continue their inbound run. So, baseball fans from Uptown rode the St. Charles line to get to the ballpark. Folks coming from downtown rode the Tulane line, down Tulane Avenue, to the ballpark.
So, I know we’ve talked about the Tulane line, particularly when it operated in “belt” service with the St. Charles line. It seems line some things pop up regularly. But hey, this is baseball! The area around S. Carrollton and Tulane was a nexus. The Tulane/St. Charles belt crossed the New Canal here. Passenger trains coming to town from the West rolled by, on their way to the Illinois Central’s Union Station. Folks bowled across the street at Mid-City Lanes. Therefore, the corner is important to many folks.
Especially baseball fans.
After the streetcars
Pelican Stadium, ca 1950
Belt service on the St. Charles and Tulane lines was discontinued in 1950. So, after that time, fans from Uptown rode the streetcar to its new terminus at S. Carrollton and S. Claiborne Avenues. They transferred to the Tulane bus line from there. The Tulane line provided trackless trolley service until 1964. After 1964, Tulane used regular diesel buses. While the railroads worked with the city on the new Union Passenger Terminal, they trains still stopped right here, a convenience for Uptown passengers. The other “belt service” in New Orleans was on Canal and Esplanade, which we discuss in my book on the Canal line.
This photo is likely from 1950, because the city resurfaced Tulane Avenue. So, they removed the streetcar tracks, leaving the overhead wires for trackless trolleys.
After Pelican Stadium
The stadium became the Fontainebleau Hotel after the stadium was demolished. So, the hotel became a mini-storage facility later. Now it’s condos and storage units.
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Talking baseball! Derby Gisclair conversation on NOLA History Guy Podcast 1-June-2019
NOLA History Guy Podcast 1-June-2019
We have a LONG “long-form” podcast today! It’s our second conversation with S. Derby Gisclair, author and historian, about his book, Baseball in New Orleans. I had a great chat with Derby, up at the French Truck Coffee Shop on Magazine Street in the Garden District.
New Orleans Pelicans Baseball
Pelicans manager Jimmy Brown with two Loyola players, Moon Landrieu (l), and Larry Lassalle, 1948.
Most of Baseball in New Orleans focuses on the old New Orleans Pelicans. The club was around, in one form or another, from 1887 to 1977. The New Orleans Zephyrs arrived in 1993. So, the AAA-level club in Denver had to leave that city when they got a team in The Show, the Colorado Rockies. These professional teams anchored baseball interest in New Orleans for over 150 years.
New Orleanians played baseball at several locations in the 1800s. The early Pelicans teams played at Sportsman’s Park. So, this ballpark sat just behind what became the “Halfway House,” later the Orkin Pest Control Building, on City Park Avenue. The ballpark operated from 1886 to 1900. The Pelicans moved to Athletic Park on Tulane Avenue in 1901.
Heinemann Park/Pelican Stadium
In the early years of the Pelicans,Alexander Julius (A.J.) Heinemann, sold soft drinks at Pelicans games. Heinemann eventually joined the board of the club. He acquired the land at the corner of Tulane and S. Carrollton Avenues. So, Heinemann displaced a small amusement park called “White City.” Therefore, the Pelicans had a “serious” home. While the Pels were in the off-season, they moved the bleachers up Tulane Avenue to the new ground. The Pelicans played at Heinemann Park, later named Pelican Stadium, until its demolition in 1957. Derby has lots of stories about the ballpark in NOLA History Guy Podcast 1-June-2019.
Other Baseball Leagues
St. Aloysius and Loyola star (later Brother Martin and UNO coach) Tom Schwaner
Numerous leagues played in New Orleans. While the Pels played, amateur leagues also organized. They included workers at stores and businesses. So, these leagues played at local parks. High School and college teams also played. Derby’s books chronicle those teams. Special shout-outs to the “Brothers Boys! So, several BOSH young men appear in the book. So, one of them was St. Aloysius and Loyola Grad Tom Schwaner. Schwaner also coached Brother Martin and UNO. So, Gisclair also mentions the strong teams at Brother Martin High School in the early 1980s.
The Books of NOLA History Guy Podcast 1-June-2019
Publisher: Arcadia Publishing (SC)
Publication Date: March 24th, 2004
Series: Images of Baseball
Publisher: Arcadia Publishing (SC)
Publication Date: January 2007
Series: Images of Baseball
Publisher: McFarland & Company
Publication Date: March 15th, 2019
Last Week’s Podcast, where we talk with Derby about Early Baseball.