Looking Back: A 100-year-old business contest
One hundred years ago, the Aug. 16, 1922 Charlevoix Courier devoted 11 full length columns, out of 12, on almost two whole pages, out of 10, to a clever promotional gimmick for local businesses.
A man named E. C. LeSage copyrighted the idea, which he apparently sold to various papers and did all the writing work needed himself. Cooperative businesses, probably for a fee, participated. He would write a lengthy paragraph about each, profusely describing what it did, and end with one or two questions for readers to answer, or request an opinion about the establishment. The first place winner, for most correct answers, would receive a white enamel porcelain top table, value $12.50, from S. M. See and Sons Furniture Store (present site of the Villager Pub); second place was a Westinghouse electric iron, value $7.50, from Wood Brothers Electric Store a few doors north, present site of The Lake House gift store.
Mr. LeSage said, “The writer has attempted to show the people of this community a few of the most important reasons why you should do your shopping in Charlevoix . . . and (they) will gain a better understanding regarding the advantages offered by trading with these merchants.”
Plus, for many of the businesses, the correct answers were only obtainable by personally visiting each establishment. They were (unnumbered current businesses are on Bridge Street):
1. Charlevoix County Bank (North Seas Gallery), “Name the officers. What is the amount of capital, surplus and profits, deposits and total resources?”
2. Charlevoix Hardware and Electric Co. (209 Bridge St., former site of Shop of the Gulls), “Where is this store located? What is the phone number?”
3. Atchison Auto Repair Shop (206 Antrim St.), “Where is this service garage located?”
4. M. A. Levinson & Co. Dry Goods, Clothing & Furnishings (Cherry Republic), “State three distinct advantages accorded patrons of this store.”
5. The Sugar Bowl (soda fountain/café/confectionery shop), now Round Lake Bookstore, “What are the advantages of buying home made candy here?”
6. Martin Block, Groceries & Meats (Schulman Paddleworks/Bridge Street Tap Room), “How long has Martin Block been in business here?”
7. Robbins, Incorporated, Wholesale and Retail Fish (Dixon Avenue, exact location down on Round Lake unknown), “What kind of fish are caught by the commercial fishermen operating in Lake Michigan?”
8. A. Bergeon, Dry Goods and Men’s Furnishings (Momentum store), “What are two fundamental principles of this business?”
9. J. H. Albert, Chiropractor ( location unknown), “Where is the office located? What is the telephone number?”
10. Wood Brothers (see above), “Who are the proprietors of this hardware? Where are the Martin-Senour Paints manufactured?”
11. Palace Theater (former Rocking Horse Toy Company store next door to Round Lake Bookstore), “Who is the manager? What is the seating capacity?”
12. McCann’s Bakery Wholesale and Retail Bakers (328 Bridge St.), “Who is the proprietor of this bakery? Where is the bake shop located?”
13. Mont’s Lunch and Dining Room (GaGa for Kids and Celeste Murdick’s Fudge), “Who is the proprietor of this restaurant? Give three reasons for the popularity of this lunch and dining room.”
14. The Rexall Drug Store (Central Drug Store), “Who is the proprietor of this store? Where located and what phone number?”
15. F. E. Cartier-Tailoring-Pressing (308 Bridge St., now East Park), “What is the telephone number of this shop? How long has this firm been established?”
16. S. M. See and Sons, Reliable Home Furnishers (see above), “Where is this store located. What is the telephone number?”
17. Orlowski & Son, Wholesale & Retail Grocers (corner of East Upright and Bridge Street), “On what two streets is this store located?”
18. Earl A. Young, Real Estate (Jefferson Beach Yacht Sales), “What is the street number of his office?”
19. Lemieur & Pearl –Confectionery—Fruits—Cigars (location unknown), “Where are Johnson’s famous Blue Ribbon Chocolates made?”
20. Hamlin Bros., the Busy Store (location of grocery store unknown, possibly Bridge Street in the 300 block, west side), “What superior brand of goods does this store carry?”
21. Argo Milling Company (site of today’s Weathervane restaurant), “Who is Secretary and Treasurer of this company? What brands of flour are made and handled?”
22. F. J. Fessenden—Pills and Things (Berkshire Hathaway Homeservices realty), “Where located and what is the phone number?”
23. Little Will & Son—Jewelry and Gift Shop (location unknown, presumed to be the site of Scovie’s restaurant), “Where is this shop located? Who are the proprietors?”
24. Robert R. Bonthron—Plumbing and Heating (104 Bridge St. near the channel bridge, east side), “What are these three (phone) numbers? (that the store used)”
25. Electric Shoe Shop (location unknown), “Where is this shop located? Who is the proprietor?”
26. Park Avenue Bakery—Wholesale and Retail (location unknown), “Where is this bakery located? Who is the proprietor?”
27. Northern Creamery and Cold Storage Co. (Charlevoix Circle of Arts parking lot), “What is the slogan used by this company?”
28. Central Garage (103 Antrim St.), “Where is the garage located? Who are the proprietors?”
29. C. R. Bellinger, (Scovie’s restaurant), “What is the correct address of this store?”
30. G. E. Beard, Plumbing and Supply Co. (location unknown), “Where is this shop located?”
31. Central Drug Store, (still there), “Where are Whitman’s candies manufactured? Who is the proprietor of this store?”
32. Wood Brothers—Contractors and Electrical Dealers (in the same location as Wood Brothers Hardware. It was said that each brother supervised one half of the business). “What is the telephone number of this shop?"
Anyone trying to answer all of these questions would certainly have received quite an education in the basic commercial structure of Charlevoix. How about it, Chamber of Commerce? Like to try another contest?
This article originally appeared on The Petoskey News-Review: Looking Back: A 100-year-old business contest
