The Legend - Road Map Collectors Association
Transcription
The Legend - Road Map Collectors Association
The Legend Number 47 Summer 2010 Oil Company Generic Maps - “StarCompass” design Part 1 by Walt Wimer RMCA #7 When I wrote the generic oil company map overview for the last issue of the Legend, I promised I would come back with some articles on specific cover designs used over the years. My thought is to get started now and maybe do about one per year for the next few years. For a starter I have chosen what I call the Rand McNally “Star-Compass” design. One only has to look at any of these maps to understand the reasoning behind the name. At the top of this design is a large banner with the name of the map found inside. Right below that banner is a very stylish “star” which has always reminded me of a compass. Thus the name “Star-Compass.” Below that star is a large area for the issuing oil company or business to display their logo or other type of advertising. The nicest of these maps include the brand logo here, but there are some out there that just have advertising copy in this location. I would think the logo artwork would have cost the oil company more than just advertising copy and that seems borne out in that those who issued these maps, or any other Rand McNally generic cover design without a logo, tend to be the smaller of the small companies. Sometimes so small they only had a couple of gas stations or maybe even a single location. Below the area for the logo/advertising is a body of water with some mountains rising in the distance. Then at the very bottom is a 1-1/2 inch band across the map where additional information could be printed. Quite often companies would put their logo above the water and the company name and headquarters city below. With one exception I know of, these were all tri-fold maps with back and inside covers that could also be used for advertising. Those two other panels both showed a 1940s car at the bottom and EDITOR’S NOTE: above some recreaAfter receiving Walt’s article, it tional activities such was discovered that there are as a sail boat, a actually two different styles of this hunter and a tennis generic cover. The older maps player. Inside those have ten lines extending from the two panels are large central “star,” and rolled ends on white rectangles the top banner, whereas later where the map issuer maps (post 1946) have only 8 could place additionlines, with “waves” in the banner al advertising inforends rather than rolls. Compare mation. Some went the map cover shown on this page so far as to include a to the ones shown on page 4. drawing of an oil can or another logo, but most were not that fancy. Some even used that space to list all their gas stations if the company was not too large. Rand McNally offered this design to their map customers from at least 1942 to 1952. Over 50 different brands used this design during the 1940s and early 1950s. Based on my Continued on Page 4 CONTENTS Star-Compass Generic Maps RMCA Officers and Directors RMCA Club Notes H.M. Gousha’s Move to San Jose Esso’s Pictorial Map of Denmark 50 Official State Highway Maps Page 1 Page 2 Page 2 Page 3 Page 7 Page 8 Road Map Collectors Association ROAD MAP COLLECTORS ASSOCIATION, INC. Marker for the history of the Dixie Overland Highway/U.S. Highway 80. DIRECTORS Ian Byrne, Stan DeOrsey, Norm Fenske, Terry Palmer, Wayne Stitt, James Wakefield, Walt Wimer OFFICERS President………………………..…...… Alan Easlund Vice President.…………………..…. Richard Horwitz Secretary/Historian………….……...… Mark Greaves Treasurer…………..……………..……… Gary Spaid Newsletter Editor.……………………..…… Mark Greaves Webmaster.……………………………..…….. .Judy Aulik Membership Coordinator.….…………… Richard Horwitz Publicity Coordinator...……….….…………….. <open> Registered Agent…………………………..…….Jon Roma TO JOIN RMCA send your name, address, phone, e-mail address and a short description of your road map collecting interest to: RMCA, PO Box 158, Channelview, TX 775300158. Dues are $15, Canada $16, other countries $20. Dues may also be paid via PayPal from the RMCA website at www.roadmaps.org E-mail Legend material to: [email protected] His community work is extensive as well, having served on a variety of historical organizations and city commissions. Most recently in 2009 he was recognized by the Texas House of Representatives for his commitment to the preservation of the history of the Bankhead Highway. You will not want to miss this rare opportunity to get a unique insight into one of our famous lost highways in what will be sure to be a very enlightening evening with your fellow map enthusiast. Deadlines for early registration discount is Sept. 1 - online registration is available at: http://www.roadmaps.org/new/store/meetreg.cgi Hotel registration deadline is Aug. 17th (hopefully this newsletter will reach everyone in time for that, but if not you should still be able to book a room, but may not end up in the designated RMCA area). NEW MEMBERS Welcome to our newest members! #910 Gene Biboux of Chesire, OR #911 Paul Stevens of Playa del Rey, CA #912 Darren Young of Edmonton, AB Canada #913 James Bergland of Grand Ledge, MI #914 William Tyler of Pebble Beach, CA #915 Chris Cowger of Topeka, KS #916 Russell Rein of Ypsilanti, MI RMCA CLUB NOTES DALLAS MAP EXPO UPDATE Send us your vintage Road Map photos! We hope that many of you are planning to attend our annual meet this year. Previously announced as our guest speaker at the Friday dinner, Pete Charlton, has unfortunately had some family issues come up suddenly that will prevent him from attending. As space permits, I thought it would be fun to publish vintage family photos of RMCA members using road maps. I’ll start the ball rolling with this photo: my parents looking over a 1961 Gulf map of Philadelphia. If anyone else has an old photograph relating to road maps and would like to share it with the club, please send it along (.jpg file please) to your editor at the email address in the gray box above. Not to worry, for Jerry Flook will be our speaker for an exciting evening to share about the historical Bankhead Highway. Jerry is a native of Garland, a suburb NE of Dallas, and graduate of Southern Methodist University. He is extensively known for his authorship of local historical books and genealogy work. Key to the interest of map collectors is he has also written historical narratives for several successful applications for Official Texas Historical Markers and Texas Recorded Landmark designations, the most recent being for a Texas Historical Marker for the history of the Bankhead Highway in Garland. He also obtained for Forney a Texas Historical The Legend Number 47 – Summer 2010 Page 2 Road Map Collectors Association H. M. Gousha’s move from Chicago to San Jose by Curtis Carrol (RMCA #46) Robert R. Erving, who assumed 100% control of the H.M. Gousha Company in late 1940, became interested in the San Jose area after seeing a symbol for the Alviso Harbor Yacht Club on a Gousha map of southern San Francisco Bay. He was an ardent Lake Michigan yachtsman and was curious about this particular club. After a visit to the club on a business trip in early 1945, he fell in love with the entire area, first buying a home in Los Altos and then planning to move the entire company from the Lake Shore Drive office it had occupied since 1930. It was Erving, incidentally, who hired Harry Gousha into the map business as Rand’s Pittsburgh area sales rep in 1918 with the goal of securing the Gulf Oil account for Rand. Erving was Rand’s sales manager of the newly formed Auto Trails division at the time. The site Erving wanted, 2001 The Alameda at Davis Street, was zoned for multiple dwellings (a hotel or apartments) since it would be adjacent to a proposed freeway interchange and would require rezoning for this special commercial use. Residents of the immediate neighborhood were concerned that a map publisher would bring printing presses, binding operations and warehousing…the kind of manufacturing they were assured wouldn’t happen when they built their homes. At least twelve nearby residents signed and presented a petition to the commission objecting to a zoning change. Erving convinced the planning commission that the modern one-story glass and brick ‘studio’ would not be used for printing but only for compiling data and the drawing of road maps. Also, that the proposed structure would have set-back lines and be landscaped with lawn, shrubs and trees. “This would purely be an office. Our Lithographing is done in San Francisco, Kansas City, Chicago and elsewhere”, Erving said at the commission meeting. He added that the company would move 25 to 35 ‘high-type’ families from Chicago and would employ from 75 to 100 draftsmen and office workers. The use variance was granted in December 1945 and work began on the facility promptly on January 1, 1946. The grand opening took place with great fanfare on October 18, The Legend Number 47 – Summer 2010 1946. The freeway mentioned in the previous paragraph, initially state route 17 now I-880, was built in the late ‘50s and the area that was Davis Street is now an onramp. The entire plant cost $300,000 and the main building measured 174 by 140 feet and had thirty-three rooms. The three large drafting rooms were built with a new type of polarized blue glass wall on both sides. Besides the drafting rooms there were several research rooms, three dark rooms, three camera rooms, two contact rooms along with other production rooms and offices. Because of the post-war scarcity of housing, two apartment buildings were purchased by the company to house transplanted employees –625 N. First Street in San Jose and 1565 Franklin Street in Santa Clara. The plant remained Gousha’s main business and production office until Erving sold the firm to Times-Mirror in 1961. Times-Mirror began exploring areas in the Midwest for map production, taking advantage of lower operating costs and tax incentives. They settled on a plant site in Comfort, Texas, about forty miles west of San Antonio. Besides the favorable weather and pastoral setting, the site was selected because of its proximity to San Antonio Air Force bases, a reliable source of cartographic talent. Duties for map production and were split between San Jose and Comfort for a time with a majority of the work gradually being shifted to the Texas operation. Chek-Chart, Gousha’s automotive information division, remained entirely in San Jose through this period. When Rand McNally purchased Gousha in April 1996, the San Jose building was closed, as was Comfort. Chek-Chart, not part of the Rand deal, was moved to new offices in nearby Santa Clara. 2001 The Alameda remained empty until used as a trade school for a short time then becoming a satellite office for Momentum for Mental Health, a consortium of mental health agencies. Page 3 Road Map Collectors Association “Star-Compass Maps” – from page 1 personal collection and other maps I know of, it would appear this was the most popular of all the Rand McNally generic maps during the tri-fold period. There are several companies that used more than one version of the StarCompass design, changing their logos, advertising or even colors. Star-compass maps were all printed on white paper, usually with two other colors. Most often these colors were red and dark blue or red and black. However, at least a couple exist with red and green or blue and yellow. And there are at least a couple with yellow as a third color, but there are very few of those. As we get into some of the brands that can be found on these maps, one must understand that the history of some of these brands and companies is quite sketchy at best. There are many brands that are known to have existed back into the 1930s, but little is known on when the company was founded and how large they became. This is especially true of companies that folded or merged before the 1950s. Exact dates are unknown for many of them, especially when they first came on the scene. The info I have here is the best I can come up with, but not necessarily 100% correct. So take it somewhat with a grain of salt and figure you now probably know more than you did before on some of these brands. ANDERSON-PRICHARD “CHALLENGE”, AndersonPrichard Oil Corp., Oklahoma City, Oklahoma. This company is much better known by their modern day brand of “Apco” than the AndersonPrichard name. The company was founded in 1921 and apparently marketed under the “Col-Tex” brand in much of their early days. Sometime they changed their Oklahoma marketing to AndersonPrichard “Challenge” but kept the Col-Tex brand elsewhere. Then about 1952 Anderson-Prichard bought the Kan-O-Tex Refining Co., in Kansas and made some major changes in their marketing. They sold off the Col-Tex refinery in Texas to Cosden along with the rights to the brand name. Then they rebranded all their stations to the new “Apco” brand. The Anderson-Prichard name remained as the corporate identity until the early 1960s when it became Apco Oil Corp. The company had some financial problems in the 1970s and eventually became part of the French Total operation. Most of the better stations were rebranded to Total, but the Apco brand survived at some smaller locations well into the 1990s. The company issued road maps at least as late as 1976, but a mid-50s issue of a The Legend Number 47 – Summer 2010 different generic design and a 1938 from MWM appear to be their only other generics. At the brand’s highest point in the early 1970s the Apco brand was flying at around 1,400 stations in 14 Midwestern states. CHAMPION, Champion Oil Co., Portland, Oregon. Founded by O. E. Powell in the 1910s, the company was later incorporated as Champion Oil Co. in the 1940s. The company distributed gasoline under the Champion brand in the Portland area and up into Washington State. At least four generic map covers are known, two with the logo shown here on a star compass map, and two older ones with a trophy logo. An interesting fact on this brand is that at one time the famed Bomber station in Milwaukie, Oregon sold Champion gasoline!! Most photos and post cards of that famed landmark show Texaco gasoline. However, I have seen a photo that clearly shows Champion decals on the pumps. Was that before of after Texaco? I don’t know for sure, but suspect before. This brand survives today, although probably at just a handful or less stations. I saw one near the Portland airport while on vacation just a year ago. COL-TEX, Col-Tex Refining Co., Oklahoma City, Okla. Much on this brand has already been covered above, but we will mention it here again briefly. After the brand and the Colorado City, Texas refinery was sold to Cosden Petroleum, Col-Tex was operated pretty much as a subsidiary of Cosden, with marketing in just Texas and southern Oklahoma. Cosden was bought by American Petrofina, part of the large Belgian international oil company in 1963, and shortly there after both the Cosden and Col-Tex stations were rebranded to Fina. There are at least two known 1930s Col-Tex maps, one a 1938 generic MWM issue. While part of Cosden, Col-Tex issued two very similar map covers, one by Gousha and the other Rand McNally, but these were not of the generic type. There were also two generic maps from Ohlenbusch Oil Co., a Col-Tex jobber in Lubbock, Texas and a Col-Tex 1956 generic right before Anderson-Prichard sold the brand off. Note: The Page 4 Road Map Collectors Association 1940/50s logos of both Anderson-Prichard and Col-Tex were the same with a red and white double circle with a blue “Challenge” bar across the center. When the brand went to Cosden the logo changed to one similar to that brand. DS, Direct Oil Service Corp., Minneapolis, Minnesota. This upper Midwest private brander dates back into the 1930s, if not before. The company operated a chain of over 80 stations, mostly in Minnesota and Wisconsin, before selling out to Western Oil & Fuel in 1956. Western owned a small refinery and was the founder of the famed Husky brand. But by the mid-50s the Husky brand was being used by the related Husky Oil Co. in Wyoming and Western had all but phased out the brand in their marketing area. At that point their two main brands were DS and Mileage, acquired from another company. In 1958 Continental Oil (Conoco) bought out the Western operation and after a few years phased out DS and Mileage in favor of Conoco. During the transition years, Continental issued maps showing all three brands, Conoco, DS & Mileage. Well before their days with Western, DS issued at least two generic covers from Mid West and Gousha and had one other generic Rand McNally in the mid-50s. ERICKSON, Erickson Oil Co., Minneapolis, Minnesota. Founded by the Erickson family in Barron, Wisconsin in 1928, this company grew to be one of the largest independents in the upper Midwest and still operates today under the Holiday name and brand. Erickson was a country store in the beginning but added gasoline in 1931. After World War II they built a chain of stations across the upper-Midwest, and then in the late 1950s they elected to change their brand name to Holiday. The Erickson family was quite large and several members left the original company to form chains of their own under the Erickson name. That probably led to the change to the Holiday brand by the original company. Members of the Erickson family also got into a refinery located in Saint Paul Park, Minnesota. Northwestern Refining Co. would found the Superamerica chain of stations, later owned by Ashland and now Marathon. The The Legend Number 47 – Summer 2010 star-compass map shown here was the only generic map cover from the original Erickson Oil Co. that I know of, and one of the few to use yellow or more than two colors on their star compass cover. Several other map covers exist for both the Erickson and Holiday brands. Today Holiday operates some 400 gas station/convenience stores in 12 states from Wisconsin to Washington. LEONARD, Leonard Refineries, Alma Michigan. At one time the largest independent refiner in the state of Michigan, this company’s roots go back to the old McClanahan Oil Company, which was reorganized as Leonard Refineries in 1936 shortly after McClanahan had entered the gasoline business. Leonard grew to cover almost the entire state. In 1970 they were bought out by the French oil giant “Total” and the stations rebranded to the Total brand in a couple of years. Total grew considerably in the U. S. taking over Vickers and Apco, until they elected to get out of the American market, selling out their refining and marketing operations to Ultramar Diamond Shamrock.in the 1990s. Along the way, most of the Michigan marketing was sold off to Marathon and rebranded. Leonard was one of the first companies to issue Rand McNally generic maps right before WW II and used five different designs into the mid-fifties before they elected to use their own artwork. Then Leonard worked out a deal with the state of Michigan to issue Michigan “official” maps with their own cover, which they did for 13 years until bought by Total. For a full history of Leonard maps see Legend Number 43, Summer 2009. MALCO, Malco Refineries, Roswell, New Mexico. Malco was a New Mexico independent refiner, which probably dated back to the 1930s or before. Headquarters were in Roswell, but their refinery was in nearby Artesia. The company issued maps as early as 1942 with a generic cover before a colorful 1945 issue from Gousha, which was only used for one year. Then in the late 40s/early 50s they returned to the Rand McNally fold with a star-compass issue. Continental Oil (Conoco) bought them out in 1959. However, the government went after Continental on anti-trust grounds of having too Page 5 Road Map Collectors Association much of the New Mexico market. After a long court fight, Continental sold Malco off in 1964. Suburban Propane owned the company and brand for a while, but later got out of gasoline marketing and refining. After that the Malco brand went through a couple of owners, but the brand was still around as late as the mid-90s and a few stations might still survive. Malco had two versions of the star-compass map, one with blue & yellow and the other in red & black. After issuing the star compass design maps, it is believed that Malco did not issue maps again until the Conoco years when the company was known as Malco Products Co. There were two issues, one Gousha from 1960-65 and a different 1967 map from Rand McNally. M & H, Miller and Holmes, Inc., St. Paul, Minnesota. This company was founded by A.W. Holmes and G. O. Miller in 1896, and not for selling gasoline. The company was originally a wholesaler of food products such as butter, cheese, eggs and such. Around 1930 they opened their first gas station and got out of the food business by the end of WW II, to concentrate on their growing gasoline station chain which at one point included sites in 12 states as far away as Florida, Arizona, Texas and Ohio. However, after the energy crisis they cut back considerably to Mostly Minnesota and Wisconsin locations. Ironically they would get back in the “food” business when gas stations became convenience stores. M & H issued three different generic covers in the 1940s and then went to their own rather plain design maps in 1949. All in all, there are at least seven different covers into the mid-60s. Now known as M & H Convenience Stores, M & H is one of about only four companies on this list still in business. MOHAWK, Mohawk Petroleum Corp., San Francisco, California. Mohawk was a leading California independent refiner with a refinery in Bakersfield and marketing up the West Coast. This is another company/brand that went well back into the 1930s if not before. They had at least two very scarce maps before the War from MWM and Gousha and then got into generic maps in the late-40s/early-50s. After using the star compass design they went to a western mountain scene generic cover they used from the mid50s into the ‘70s. By the early 1970s they had been taken over by Reserve The Legend Number 47 – Summer 2010 Oil and Gas Company, an oil producer with no refining or marketing. Over the years they had marketing in much of the West Coast and parts of Arizona and Nevada. For a while Getty Oil owned them having bought Reserve, but I believe the brand was sold off after Texaco took over Getty and hasn’t been around for years. NUMEX, New Mexico Asphalt & Refining Company, Artesia, New Mexico. Not a whole lot is known about this company except that by the 1950s they were part of Malco. I believe the company name was dropped after the Malco takeover and Numex just became a secondary brand at third rate gas stations. To my knowledge, the Numex star-compass map, which is very scarce, was the only map ever issued for the brand. OLD DUTCH, Old Dutch Refining Co., Muskegon, Michigan. Old Dutch was a Michigan independent refiner, which operated mostly in the western part of the state. According to what I was told well over fifty years ago, the refinery burned down in the 1950s. However, the brand did not die for a while as a couple of jobbers in Muskegon and Grand Rapids kept it alive well into the 1970s. It is believed that the Aurora Gasoline Co. in Detroit may have supplied the Old Dutch stations after the fire. Over the years the brand was seen on a number of generic design maps from MWM, Gousha and Rand McNally, most quite scarce, with one of the jobbers, Kamp Oil Co. of Grand Rapids, issuing generic maps as late as 1962. This concludes Part 1 of the “Star-Compass” generic maps article. Part 2 will appear in the Fall 2010 issue, Legend Number 48. Page 6 Road Map Collectors Association Esso’s Pictorial Map of Denmark by Stan DeOrsey (RMCA #76) An elusive Esso map is their Pictorial Map of Denmark. Occasionally one is offered on eBay and sells for a relatively high price, yet it also appears from time to time on eBay and remains unsold. As expected there is a story behind this. The map was first issued in 1950 and distributed both in a book and separately. Furthermore the book went through five editions, each with a very similar but slightly different map. And the map was issued in one of two languages, Danish or English. Possibly over ten map variations exist. The book was sponsored by the National Travel Association of Denmark; Esso provided the map as a pubic relations gesture. The map was created by Claus Bering. His name and “50” appears at the bottom of the cover. Newer printings note Dyva & Jeppesens Bogtrykkeri A/S, Copenhagen as the printer. Danish maps indicate the printing First English edition from book, 1951 year with two digits, English maps are undated. The map shows a few major roads and otherwise consists of small images of places to sightsee. It is small, measuring 15x18 inches, printed on one side only. On the first two book editions of the map, the cover and map feature a yellow border with light green leaves. The later three book editions show a white border with dark green leaves. On the first edition of the map, the Esso oval off the coast is surrounded by a compass rose, typical of late 1940s Esso maps. Other editions contain an unadorned Esso oval. There is also a text box at the bottom of the cover. Copies found in the book say “Specially prepared for “Tourist in Denmark” / POLITIKENS FORLAG [the book publisher]” or “Specielt udarbeijdet til “Danmark rundt” / POLITIKENS FORLAG” neither with the Esso company name. The Legend Number 47 – Summer 2010 Top to bottom: Esso distributed about 1953; English book version 1956, Danish book version 1958. Those maps distributed separately apparently by Esso have the full company name in the cover text box, Det Danske Petroleums Aktieselskab, and probably after 1953 Dansk Esso A/S. Only one copy has been seen and that is in English, it is assumed a Danish edition exists. However the copy seen with the company name has a white border with dark leaves and an Esso oval with the compass rose. Perhaps this is a “transition” version issued around 1953. The book is equally interesting. It was first published in 1950 under the Danish title Danmark Rundt with the map included in a back cover pocket. In 1951 it was translated to English and published under the title Tourist in Denmark, again with the map in a back cover pocket. The book contains 224 pages, hard bound with a dust jacket. Most of the book describes each city on the map, with the map grid number, plus 45 city plans and 300 pictorial vignettes. There are also various introductory sections plus three large maps—one on the front end paper of the roads and railways of Denmark, a larger bound fold-out map of Danish railways, and a bound fold-out map of driving about Copenhagen. A pictorial map of Copenhagen and a road map of Denmark were added to a front cover pocket in 1959, neither by Esso. English editions of the book are 1951, 1954, 1956, 1959, and 1963. Danish editions are 1950, 1953, 1958, probably 1955, and likely at least one in the 1960s. A German edition, Kreuz und Quer durch Dänemark, was published in 1956 and 1961 apparently without the Esso map. There are fewer of these maps in collections than expected. I thank Richard Horwitz and Bob McDonald for their help and for providing scans. To complete the eBay story … look for the book, it often gets no bids. Page 7 Road Map Collectors Association Fifty States, Fifty Road Maps by Mark Greaves (RMCA #39) AL, 1952 AK, 1984 AZ, 1938 AR, 1936 CA, 1954 CO, 1934 CT, 1944 DE, 1952-53 FL, 1937 GA, 1946 HI, 1970 ID, 1930 IL, 1932 IN, 1945 IA, 1936 KS, 1946 KY, 1968 LA, 1937 ME, 1931 MD, 1938 MA, 1949-50 MI, 1940 MN, 1935 MS, 1951 MO, 1953 MT, 1937 NE, 1955 NV, 1941 NH, 1927 NJ, 1933 NM, 1930 NY, 1949-50 NC, 1957 ND, 1954 OH, 1933 OK, 1945 OR, 1935 PA, 1955 RI, 1938 SC, 1952 SD, 1950 TN, 1951 TX, 1942 UT, 1940 VT, 1937-38 VA, 1952 WA, 1939 WV, 1938 WI, 1919 WY, 1933 We haven’t had much on Official Highway Maps in The Legend in quite some time, so I thought I’d devote the last page here to that subject. There is no article to go with this, just images of lots of map covers! But hopefully this will inspire some of you Official collectors to contribute an article or two. There are no restrictions on what you submit; long in-depth analysis on an entire state’s issue, or just a paragraph or two on one particular map – anything is fine! Contributions can be sent via email to you editor at [email protected], or to my address as listed in the last issue of our membership directory. The Legend Number 47 – Summer 2010 Page 8
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