Maison Blanche Airline
Maison Blanche Airline, 1956 (Franck Studios photo)
The first suburban MB – Maison Blanche Airline
When S. J. Shwartz founded Maison Blanche in 1897, MB was a single store on Canal Street. It remained that way until 1947, when the company opened its second location, at Tulane and S. Carrollton Avenues. A year later, the company went out to Gentilly, opening a store at Frenchmen Street and Gentilly Boulevard. In the late 1940s, post WWII, Gentilly was considered a “suburb” with respect to the rest of the city.
The “real” suburbs of New Orleans at that time were around, but did not have the economic significance they would have later. Jefferson Parish had three distinct neighborhoods close to the city: Jefferson, Metairie, and Bucktown. Going downriver from the city, St. Bernard Parish had Arabi, Chalmette, and Meraux. While both parishes had towns further out, these were the ‘burbs.
Getting to Jefferson Parish
Tulane Avenue in the 1950s (Morrison Collection, NOPL)
The main conduit connecting modern East Jefferson to New Orleans is I-10, but the interstate highway system was just in the planning stages in the 1950s. President Eisenhower saw the value of the autobahn system in Germany, and wanted that for the US. In the meantime, folks living outside the city proper needed routes to get back into the stores, shops, and other establishments.
Shopping center at S. Carrollton and Tulane Avenues, 1952
Rather than expand out into Jefferson Parish immediately, MB opened their first store in Mid-City. The Tulane and Carrollton location appealed to the the growning Mid-City and Lakeview neighborhoods, because folks didn’t have to go all the way to the CBD. S. Carrollton Avenue was where Tulane Avenue became Airline Highway. Airline was US Hwy 61, which led out of town and northwest to Baton Rouge. As Metairie began to expand, those folks came to the edge of town to shop at MB.
Opening in the suburbs
Crescent Drive-in on Airline Highway in Metairie, 1950 (Franck Studios Photo)
The property along Airline Highway in the late 1940s was largely undeveloped and inexpensive. In 1950, the Crescent Drive-In opened, along with the Crescent Shopping Center next door. The main reason drive-ins across the country closed was rising property values. The owners would sell to developers, and they’d move the drive-in further out into the burbs. By 1955, this happened to the Crescent. Developers built the Airline Village Shopping Center on the property. The main anchor of Airline Village was Maison Blanche Airline.
MB Airline attracted shoppers from the growing subdivisions along Metairie Road. Folks who lived near St. Martin’s Episcopal and St. Catherine of Sienna churches took Metairie Road to Atherton Drive, and turned towards Airline. They’d cross the railroad tracks (the “back belt”), and ended up right in the back parking lot of Maison Blanche Airline.
Shopping at MB Airline
Like the stores on Carrollton and in Gentilly, MB Airline carried the same product lines the main store on Canal Street did. If there was something advertised in the paper that wasn’t available on the sales floor at Airline Village, the store gladly transferred it from downtown, or the customer could arrange for free home delivery.
My personal memories of MB Airline were when we lived in Old Metairie. I was a Cub Scout in the pack that was sponsored by Mullholland Memorial Methodist Church on Metairie Road. My parents would bring me from our house on Dream Court, up Metairie Road and that back route into Airline Village. MB was one of the “official” Scouting stores back then. So, that’s where we bought my uniforms, t-shirts, pocket knives, etc.
Clearview and decline
Architectural rendering, Airline Village Shopping Center
MB Airline was a resounding success for the chain well into the 1970s. When Interstate 10 opened and dominated the traffic patterns, Maison Blanche recognized the shift. They opened a new store in the Clearview Shopping Center. That mall is between I-10 and Veterans Boulevard, at the Clearview Parkway exit.
MB Airline declined rapidly after the Clearview store opened. New subdivisions developed between Veterans and the lake. Lakeside Mall and Clearview Mall became the focal points of retail shopping in Metairie. While MB Airline was convenient for residents of “Old Metairie”, everyone else favored the malls. Maison Blanche recognized this, and closed the Airline Village location.
Airline Village Today
Celebration Church (Darrell Harden photo)
The main anchor of Airline Village is now Celebration Church, a non-denominational Christian congregation.
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