Westside Shopping Center was anchored by MB’s fourth location.
Architectural rendering of the re-vamped MB Westside, 1970.
Westside Shopping Center
A re-vamped Maison Blanche Westside was featured in the store’s employee magazine, “Shop Talk,” on 1-February-1970. The store, opened in 1958, as the shopping center’s anchor. After ten years of operation, MB upgraded the two-story location, bringing it into the 1970s. Westside was MB’s only location on the West Bank. The shopping center stood at the corner of Stumpf Boulevard and West Bank Expressway. The open-air strip mall extended out on either side of MB.
The Stumpf family acquired an extensive parcel of land in Gretna in 1901. It stood undeveloped for the first half of the 20th Century. In the 1950s, Dr. John F. Stumpf, a dentist planned a shopping center development. The center would front the new West Bank Expressway. The expressway was built to connect Gretna with the anticipated “new” bridge crossing the Mississippi River.
Unfortunately, Dr. Stumpf passed away before Westside’s completion. Other family members, notably his father, Archie C. Stumpf and uncle, State Senator Alvin T. Stumpf.
Full-page ad for the grand opening of “West Side Shopping Center,” 31-January-1958. Times-Picayune.
Westside Shopping Center opened on January 31, 1958. Dr. Stumpf’s daughter, Susan, dedicated the center. Governor Earl K. Long and Gretna Mayor William J. White spoke. After a flyover of jets from Naval Air Station New Orleans in Belle Chasse, shoppers filled the new stores.
Maison Blanche ad for Westside in the Times-Picayune, 31-Jan-1958.
Maison Blanche welcomed old and new patrons. Additionally, three shoe stores, Rexall Drugs, F. W. Woolworth, Labiche’s Lerner’s, Stein’s, and Western Auto, among others, opened for business. A&G Cafeteria, McKenzie’s Pastry Shoppe, and National Food Store offered various foods, and a Gulf Oil Service Station stood ready to gas up the packed parking lot.
Westside versus Oakwood
The Record Department at MB Westside, 1970
The Greater New Orleans Mississippi River Bridge opened on April 15, 1958. As the west bank grew, a second shopping center opened in Gretna. Oakwood Shopping Center, anchored by D. H. Holmes, offered indoor, air-conditioned connections to its stores in 1966.
Sign for Maison Blanche in the parking lot of Westside, August, 1958. Sonny Randon Photography via the West Bank Beacon.
In many ways, Westside and Oakwood operated similarly to Lakeside and Clearview in Metairie. It wasn’t difficult for shoppers to hop from MB in one to Holmes in the other. After ten years of operation, MB decided Westside needed a facelift. Oakwood presented a newer, more modern location. So, Maison Blanche upgraded Westside. The company touted those upgrades to employees, generating pride and excitement.
Thanks to the Gretna Historical Society for their article on Westside and the Stumpfs.
In 1966, newspapers offered Maison Blanche Advertising a solid platform.
Maison Blanche Advertising
The Sunday edition of the Times-Picayune for February 13, 1966 offered a target-rich environment for the department stores. The store placed numerous full-page ads, like this one for “GEORGIA GRIFFIN’S ‘TOWN and TRAVEL’ COLLECTION OF DACRON/COTTONS” – “leaves pressing business behind.” Additionally, they ran an ad for Maison Blanche auto centers,
The dresses featured three neck styles, Italian collar, Double-collar, and Cardigan neck. So, this collection sold at Misses’ and Women’s Dresses, Second Floor of MB Canal. Additionally, they went out to the “suburban” stores. Gentilly Woods, which later migrated to The Plaza at Lake Forest. Airline, which moved to Clearview Shopping Center, and Westside Shopping Center.
MB never sleeps…
With a full final shopping day on Monday, February 14, MB presented Rudy Grenreich’s “Exquisite Form “L’Intrigue” Sleepwear Collection. “(Surprise surprise! … no gossamer peakboo here. All is demure, or is it?)”
Styles from “THE LOCKE SHOE TRUNK SHOWING” by Mr. George D. Williams, stood next to the sleepwear. The “Carol,” “Cameo,” and “Pinafore” enticed women out for the showing. Shoppers ventured only to the downtown Shoe Salon for the Locke shoe. While the outlying stores attracted regular shoppers, the “get dressed and go downtown” view held.
“High-stepping, uninhibited as the season … four great fashion looks from Carmelettes take lower heels, joyous colorings, or the sparkling polish of black.” While the Shoe Department offered several styles and colors only at Canal Street, others appeared at the other stores.
“Carnival arrives at first blush of spring as Samuel Winston, not a moment too soon, proposes you wear his pink frosting spectator’s costume as a foil to the first azaleas and a compliment to a king.” The Designers’ Shop on the Second Floor offered lovely suits perfect for grandstand viewing of parades.
Pfaff’s “DIAL-A-STITCH AUTOMATIC SEWING MACHINE,” priced in the ballpark of the designer suits, contained numerous automatic features. Families with a skilled seamstress at home created their own women’s suits with sewing machines. MB sold them on the Fourth Floor. The 1966 Dial-A-Stitch sold at Canal Street only.
More MB 1966 to come! Be sure to pick up the book, Maison Blanche Department Stores.
Maison Blanche Thanksgiving weekend was always hectic.
Maison Blanche Thanksgiving
Ad from Thanksgiving Weekend, 1978. MB ran this ad on Sunday, 26-November-1978, after the madness of Friday and Saturday were over. Holiday season 1978 was my first at MB Clearview. I spent that weekend glued to one of those old electro-mechanical cash registers the store used at the time.
The Post-Thanksgiving sales in the Maison Blanche Men’s Department included mostly grab-and-go items. Casual shirts, slacks, some jackets and coats. Mom would hit the stores while dad slept in or went fishing. So, Mom picked up stuff for dad that didn’t require his presence. That gave her time to explore the various ladies departments. From the employee perspective, it was easy. The lines stached up a bit, so shoppers didn’t come up for conversation.
Selling in 1978
While individual/personal calculators grew in popularity, retail transactions in 1978 had not changed for forty years. Stores shifted from mechanical to electro-mechanical cash register. Credit card transactions remained the same. At MB, store charges (using one’s New Orleans Shoppers’ credit card) rung up on the regular sales ticket. Slide the ticket under the printer in the register. Push the old-style keys for department and item number. Cash, credit, or bank card. The sale rung up, then you’d make an imprint of the card, in the body of the sales ticket. Both store and bank cards required a phone call to verify the credit line, if the purchase was over a set amount. The approval process hadn’t changed much since the 1950s. Credit staff at the Canal Street store answered phones from downstairs and the suburban stores. Those phones had super-long cords (yes, folks, we’re talking about phones with cords). The salesperson at the register gave the card information. The credit staffers looked up the account numbers, calculated the customer’s limit, then approved or declined the purchase.
Suit separates for men
The big ad for Sunday, 26-Nov-1978 for MB presented men’s suit separates from Haggar. “Choose them by the piece: a sport coat, a vest, the slack,, or choose them all for a 3 piece vested look for under 100.00.” These pieces sold well with men whose measurements crossed over suit sizes. The price was right for younger men, as well. These items appear in the Sunday paper. While most people bought the Haggar stuff and brought it home to dad, some folks came in for alterations. We didn’t do alterations over the weekend, but Monday evening after was just fine.