Mr. Bingle 1952 – Jingle, Jangle Jingle
Maison Blanche Canal Street, December, 1952
Mr. Bingle 1952
In 1947, Emile Alline was the display-window manager for Maison Blanche. He took his family up to Chicago that fall, for a family trip. While up there, he applied a professional eye to Christmas displays along the “Miracle Mile.” Alline decided his store needed a Christmas character. He sketched a short snowman. Snowman? Not quite right. How about holly wings, and an inverted ice cream cone for a hat? Now Alline had a snow elf!
Mr. Alline brought the concept to MB management. The little guy captivated everyone. The store featured Mr. Bingle all over its print advertising for Christmas, 1958.
Mr. Bingle hooked New Orleans. While the other Canal Street stores did Christmas displays, they didn’t have a character. So, Maison Blanche presented Mr. Bingle. Kids loved him. By 1952, the store displayed Mr. Bingle right up front!
Maison Blanche grew from the single store on Canal Street in the post-war 1940s. They opened stores on S. Carrollton Avenue in Mid City and Frenchmen Street in Gentilly. Mr. Bingle flew out to those locations! So, when Alline commissioned the Mr. Bingle puppets, they visited all the stores.
Canal Street in 1952
Maison Blanche anchored the 900 block of Canal Street for almost a century. S. J. Shwartz built the “MB Building” in 1908. So, by 1952, it stood for over forty years. Shoppers entered on the corner of Canal and Dauphine Streets. The entrance on the left of the photo (behind the bus) led to the office building. The first five floors of the building were retail space. The next seven housed a number of businesses. Many doctors set up shop in the MB building.
Santa and Mr. Bingle look down here from the second floor. So, that area was stockrooms. Eventually, the store covered up the second floor windows with year-round displays.
Maison Blanche Department Stores
Maison Blanche Department Stores, by Edward J. Branley
Mr. Bingle tells his story in Chapter 3! Buy the book here!
D. H. Holmes
D. H. Holmes, on Canal Street, 1864
D. H. Holmes in 1864
I spoke to the tour guides that volunteer with the Friends of the Cabildo on Monday. They’re a lovely group of folks. I like to say that talking with them is like teaching an AP History class. You have to come prepared and offer things they don’t already know.
I’m not sure how much they did or didn’t know about the Jewish families who dominated the retail scene on Canal Street for over 175 years, but that’s what my Krauss book is about, so that was the subject of the talk. When I speak on Krauss, I usually start with background on the Touro Buildings in the 701 block of Canal Street. Then we go up the street to the 900 block, with a brief pause for D. H. Holmes, in the 800s.
Canal Street in 1864
The photo above shows the 800-900 blocks of Canal Street in 1864. The Civil War was still in progress, but New Orleans had been under Union occupation for two years. You can see the various buildings in the 800 block, including D. H. Holmes. At the time, the Holmes (“Holmses” in the Yat vernacular) was considered a “dry goods” store. Holmes, Fellman’s and Godchaux’s followed Maison Blanche in branding themselves as “department stores” in the late 1890s.
You can see the third incarnation of Christ Episcopal in the background, at the corner of Dauphine and Canal. The second incarnation occupied the corner of Bourbon and Canal, in the 700 block. Judah Touro bought the second church and tore it down to complete his row of commercial buildings. The chapter moved down the street.
Move to Uptown
Christ Episcopal left Canal Street for Uptown in 1884. In that year, the chapter auctioned off the 901 Canal location and moved to St. Charles and Sixth Streets. The Mercier family bought the church, demolished it, and built the building bearing the family’s name. D. H. Holmes was in the middle of all of the goings-on, from 1842 to 1989. That’s when Dillard’s of Little Rock acquired the stores.
The Maison Blanche Building – Since 1907
The Maison Blanche Building on Canal Street, now the Ritz-Carlton Hotel New Orleans.
Greatest Store South
In 1906, S.J. Shwartz’s department store, Maison Blanche, felt growing pains. The Mercier Building, in the 900 block of Canal Street, was home to MB, but Shwartz envisioned something grander. He decided to demolish the Mercier building and build a larger building. The plan was to have five floors of retail space, and seven floors above that for offices. Shwartz demolished the Mercier building in stages, tearing down the back of the building first, so the office tower closer to Iberville Street went up first. With the back finished, they moved the store into the new space. The front of the old building then came down. The facade generations knew as Maison Blanche on Canal went up. Maison Blanche truly lived up to its motto, “Greatest Store South.”
The two towers above the retail floors contained offices for various small businesses. Many doctors and dentists opened offices in the “Maison Blanche Office Building.” A set of elevators and a separate entrance took folks up to the office floors. So many doctors leased space in the MB building, the store opened a pharmacy, so patients could get prescriptions filled before leaving the building. This concerned the Katz and Besthoff drugstore so much, they opened a K&B directly across the street, in the 800 block of Canal.
Maison Blanche operated on Canal Street until 1982. The company closed the original store, but continued to operate the suburban locations. The Canal Street store re-opened in 1984, but Dillard’s closed it permanently when they acquired MB in 1997. The building was sold and re-developed (along with the S. H. Kress building next door) as the Ritz-Carlton New Orleans. The hotel opened in 2000.
After the original building was completed in 1909, the company continued to expand the store. The company acquired the property facing Iberville Street, joining that to the store. During the renovations to turn the store into a hotel, the Iberville side became a separate Marriott hotel. Now, the entire property operates as the Ritz.
Ashton Theater – neighborhood news and entertainment
Ashton Theater, on Apple Street in Hollygrove (courtesy Infrogmation)
A friend asked me yesterday what I knew about a theater in her new neighborhood, The Ashton. Hollygrove/Leonidas isn’t my ‘hood. So my answer was, not much. My curiosity was piqued, though. I did some basic research. It’s not all that unique but interesting. The building was a typical neighborhood theater. You found these all around the United States in the days before television. It opened in 1927, a time when radio was just coming on the scene. The average American got their news from the local paper, and radio was speeding up that process. Movies made it possible to add visuals to that knowlege base. Theaters would show “newsreels” before the feature film. The news in those newsreels was way dated by the current standards of the 24/7 media beast we feed today, but they satisfied the public’s need to see what was going on.
Ferdinand Rousseve – The Ashton Theater’s architect
The Ashton Theater was designed by Ferdinand L. Rousseve. Rousseve was a New Orleans native who was a descendant of a Battle of New Orleans veteran. He attended Xavier University, as well as Coyne Trade and Engineering School in Chicago. Rousseve received an engineering degree from Coyne in 1924. So, the Ashton was one of his first design jobs. He went on to have a distinguished career, both as an architect and a civil rights leader. In 1947, Rousseve became the provisional chairman of the Urban League of New Orleans. Upon moving to Boston, Rousseve remained active with the Urban League. He earned a Ph.D. from Harvard University in 1948. Rousseve became chairman of the Fine Arts Department at Boston University in 1958. He died in 1965.
The Ashton is located at 8437 Apple Street, which is one block off Leonidas, two blocks off Claiborne, in Hollygrove. Hollygrove is an “uptown backatown” neighborhood. It’s close to both S. Carrollton and S. Claiborne Avenuses. So, that makes the area easily accessible by bus and streetcar. Hollygrove endured some tough times economically, with crime being problematic. As gentrification hits other neighborhoods, it’s naturally spreading into Hollygrove as well.
Ashton Theater had a Reproduco pipe organ installed. I don’t know if the organ is still in the building. It closed in 1958. The building is now privately owned. While this neighborhood got a good bit of flood water during Hurricane Katrina, it survived. It’s now an artist’s studio.