Maison Blanche Advertising 1966

Maison Blanche Advertising 1966

In 1966, newspapers offered Maison Blanche Advertising a solid platform.

maison blanche advertising, full page ad for dacron cotton dresses 13-Feb-1966

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…

maison blanche advertising, full page ad for sleepwear and shoes13-Feb-1966

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.

Carnival-spirited

maison blanche advertising carmelettes shoes

“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.

“DIAL-A-STITCH”

maison blanche advertising

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

Maison Blanche Thanksgiving

Maison Blanche Thanksgiving weekend was always hectic.

maison blanche thanksgiving

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.

Men’s Department

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.

 

 

 

 

New Orleans Thanksgiving, 1968

New Orleans Thanksgiving, 1968

Going out for a New Orleans Thanksgiving.

new orleans thanksgiving 1968 delerno's in metairie

New Orleans Thanksgiving

The traditional Thanksgiving meal is so not New Orleans. Our Creole-French and Creole-Italian roots don’t mesh with classic turkey, dressing, and mashed potatoes. Oh, sure, we can’t help but add our local twists to the meal, like oyster dressing, or stuffed peppers with a bit of red gravy. Still, it’s not our food.

Going out to celebrate the holiday is very much a New Orleans thing, though. We’ve never been the dinner-and-the-theater type of people. We go out to eat, of course. Well, on Thanksgiving, folks go to Da Track, then out to eat.

Undecided about where to go? On 23-Nov-1968, the Times-Picayune included ads for a number of restaurants. Those places knew people would forget to make reservations at their favorites. Then there were the visitors who needed some place to enjoy dinner.

Le Cafe at the Monteleone

new orleans thanksgiving 1968 the monteleone

The Monteleone Hotel offered a Thanksgiving buffet. They included the usual Thanksgiving fare, along with “Louisiana Speckled Trout Cardinal” and “Sugar Cured Ham with Champagne Sauce.” That trout likely enticed more than a few visitors who can’t get that back north.

Second only to mom

Delerno’s opened for Thanksgiving 1968 at their place on Pink and Focis Streets, just off Metairie Road. (Ad up top.)

All the usuals, plus turkey

new orleans thanksgiving 1968 louisiana purchase metairie

Louisiana Purchase Restaurant added turkey to their regular menu of “Authentic Creole, Acadian & New Orleans Cooking” for New Orleans Thanksgiving 1968. The restaurant was at 4241 Veterans in 1968. That location was later Houston’s Restaurant and is now Boulevard American Bistro. Louisiana Purchase Kitchen moved further up the street, to 8853 Veterans, Blvd.

Hotel Thanksgiving

new orleans thanksgiving 1968 airport hilton

Clementine’s at the New Orleans Airport Hilton offered diners “Roast Turkey with Oyster Dressing,” along with other sides, and, like any solid local hotel restaurant, gumbo. Clementine’s as the hotel restaurant is ATNM, but the Airport Hilton, at 901 Airline Drive, is still there more.

No Wild Boar

new orleans thanksgiving 1968 pittari's

T. Pittari’s on South Claiborne advertised a limited menu for Thanksgiving, 1968. While the restaurant’s regular advertising made a big deal about their wild game entrees, Thanksgiving meant classics. Roast Turkey with Oyster Dressing, the New Orleans staple for the day. Additionally, Pittari’s offered Filet of Lake Trout Amandine (a New Orleans Platonic Dish), and Baby Veal Milanese with Spaghettini, one of the restaurant’s Creole-Italian favorites.

 

 

 

 

Oscar’s Puppets

Oscar’s Puppets

Live-action! Oscar’s puppets were more than just the Bingles!

Oscar’s Puppets

oscar's puppets

“Oscar” Isentrout, puppet master and voice of Mister Bingle, entertaining a group of shoppers at a show promoting “Import Week” in August 1969. The photo appeared in “Shop Talk,” the store’s employee newsletter.

When Emile Alline created Mr. Bingle, he naturally visualized dolls of the character for window displays. Someone mentioned that there was a puppeteer working on Bourbon Street. He did vaudeville-style shows in between the dancers. Oscar had two puppets of Alline’s Bingle doll made.

Beyond Bingle

Mr. Alline knew he had something special in the combination of Bingle and Isentrout. Oscar threw his personality, creativity, and spirit into his Bingle live shows. While Bingle began as a seasonal gig for Oscar, Alline ended up hiring him full-time. So, Oscar’s Bingle incarnation became too important.

As a full-time employee, Alline and MB discovered they had real talent in Oscar. Bingle now was a year-round project. Additionally, Oscar became part of promotions away from Christmas. “Import Week” in August ran for a number of years. Oscar had female puppets that could do costume changes. From French to Japanese, Oscar’s ladies attracted shoppers to live shows. He did shows not only on Canal Street, but the suburban stores as well. This photo is a show at Airline Village, in Metairie.

Employee news

Shop Talk came out every two weeks. The store’s advertising department originated the publication. Employees contributed new items, gossip, even short poems and stories. There was a sports page, reporting on news from the various sports teams the store sponsored. Some of these played in the Commercial League. Other projects included teams for the New Orleans Recreation Department (NORD). While the NORD and school sponsorships made for good community relations, inter-store employee leagues ranked highly among newsletter interests.

The newsletters were invaluable to me when I wrote the book.They’re up on the fourth floor of the New Orleans Public Library (NOPL) on Loyola Avenue.

 

Jefferson Parish Library, Bridgedale Branch

Jefferson Parish Library, Bridgedale Branch

The Bridgedale branch of the Jefferson Parish Library system.

bridgedale branch

Bridgedale Branch

Photo of the interior of the Bridgedale branch in the Jefferson Parish Library system, 1940s. The photographer is not credited. The State Library of Louisiana dates the photo only to 1940-1949. Their caption says, “B&W photo, Circa 1940s. Jefferson Parish library. Bridgedale Library. Metairie, La. Standing Mrs. Mary Lindsey, seated unknown.” While the caption refers to “Bridgedale,” this is the “Old Metairie” library branch, on Metairie Road. The parish library system expanded in 1949. So, that narrows the date of the photo. It’s possible this photo dates to 1950-1951.

Bridgedale Neighborhood

In her book, Legendary Locals of Metairie, Catherine Campanella explains that “Bridgedale” refers to the 1920s neighborhood leading up to the not-yet-built Huey P. Long Bridge. The first library branch in Metairie opened on Metairie Road and Atherton Street. While this location stands outside of the area recognized as “Bridgedale,” the branch picked up the name. After the state completed the actual bridge in the 1930s, the section of the parish from Central Avenue to Transcontinental Drive developed. In 1952, the parish opened Bridgedale Elementary, on Zinnia Street and West Metairie Avenue. Therefore, the nebulous neighborhood designation focused to the area flowing out from the bridge. Additionally, JPL opened the Wagner branch, on Kawanee Street, north of Veterans Blvd.

Metairie Library

So, this photo is from Metairie Road. This was the first public library I used as a kid. We lived on Dream Court, just off Bonnabel Blvd. Like the other original library branches, the parish owned the building. They transferred it to the library system. My time as a Metairie branch patron was in the mid-1960s. So, when we moved closer to the 17th Street Canal, this branch was still the closest. We relied on bookmobile service. The parish system appreciated the distance factor. They brought the library to us. Eventually, JPL constructed the Lakeshore Branch. It stands at the corner of Oaklawn and W. Esplanade.

A real Bridgedale branch

In 1997, JPL opened the East Bank Regional Library, at 4747 W. Napoleon Avenue. This 100,000 sq ft facility stands between Clearview and Transcontinental. So, Bridgedale didn’t just get a branch. They got the main library!

Maison Blanche Tire Store

Maison Blanche Tire Store

Maison Blanche tire store on Airline Highway in Metairie.

maison blanche tire store

Maison Blanche tire store

The “Greatest Store South,” Maison Blanche operated a Tire Store at 1920 Airline Highway, in Metairie, from the late 1950s to the 1970s. The store was in between the store at S. Carrollton and Tulane (where Airline Highway began) and the Airline Village store, a couple of blocks further up the road. The photo is from Franck Studios, via the HNOC. It was shot on 17-October-1960.

Auto service

The big-name department stores included auto service and tire sales in their portfolios. In addition to Maison Blanche, D. H. Holmes, Krauss, and Sears all offered auto service. While the draw to downtown customers was get the car serviced while shopping, the stores offered local convenience to suburban New Orleans.

What attracted customers to the department stores for auto service was credit. Your MB tire purchases could be charged to your MB account. Same for the other stores. At a time where there were no bank cards like VISA and MasterCard, this was important. Tires weren’t cheap, and the department stores set up payment plans for their customers. This built loyalty to the store.

The department store-owned auto service stores began to fade out in the 1980s. By the 1990s, only Sears operated an auto center, next to their store in Clearview Mall in Metairie. Goodyear and Firestone expanded their chains, and Walmart entered the market. The Sears auto center at Clearview remained until 2019. Sears closed both the department store in the mall, as well as the auto center. The mall demolished the auto center. A branch of Regions bank now stands in its place.

1960s Airline Highway

Airline Highway is US 61, which connects New Orleans to Baton Rouge and points west. Prior to the construction of I-10, Airline Highway was the main route to the state’s capital city. As Metairie grew, so did retail outlets like MB and the tire store. A billboard for Brennan’s Restaurant stands behind a Mobil Oil gas station, with the company’s well-known red Pegasus sign.