There was a time when there were no houses along the Memorial Drive, except the original houses adjacent to the flagpole. But around 1925 a real estate company called the Staring Company put up for sale all the lots from Xerxes to the Osseo Road, and from 47th on the north to the Memorial Drive on the south.
A vigorous campaign was put on to sell these lots. The 138 choice building sites were called the “Concourse-On-The-Drive.” A sales “tract” office was set up right by the Flagpole (it was called the Flagstaff then) and a salesman was on the grounds days and evenings to assist in making a selection.
Here are a few things they said in their offering: “Free — a life insurance policy with every purchase. Every lot has a hardwood tree on it. Two blocks from street car line, schools and churches. Water, gas, electricity and telephone adjoining the property. A fine bathing beach (Ryan Lake) within six blocks of this addition, excellent soil for garden, berries and shrubbery. A Warranty Deed, perfect Abstract of Title furnished with every purchase. And only $10 down; $7 per month including interest - 10 percent discount for cash.”
The brochure went on to list the reasons one should buy a lot there: “The restrictions insure a desirable neighborhood; You have an accessible lot, winter and summer; your lot may double in value in a short time; you start an inheritance for your children; a lot investment means systematic saving; you get a perfect title, with warranty, deed and abstract; you are dealing with a responsible organization.”
Then — “How to reach the addition: Take a Chicago-Penn car to Thomas Ave. and 42nd Ave. No. Then walk two blocks north to Memorial Drive. Or, if you are driving your own car, follow Memorial Drive to the Flagstaff, where you will see our tract office. The entire addition is beautifully decorated with comer stakes 8 ft. high, topped with colored pendants. A wonderful sight!”
And how much would you think these lots cost? A whopping $295 to $695, with the highest price being along Memorial Drive!
I was only a baby when this sale started, but when I was about 10, I could see how the sale was going. The sales office was long gone from the flagpole, but I was aware of the houses being built. The lots along the Drive sold first and the inland lots were slow to sell. The first home built on Xerxes, a short way down from us was to a family named Schuck. Then, across from Ryan Lake on Xerxes was the Jensen family. Inland, to the northeast of us, around Washburn and Vincent were the Dale and Tuma families. It stayed pretty barren of homes for years!
On the other hand, the frontage lots to the Drive were booming! Homes started going up built by a company called the Hildebrand Bros. They built all the homes from the first lot close to us to the Osseo Road and maybe farther up the Drive. The first family to move into one of those homes was the Campbell family, with their daughter, Jean. It was rumored that they were relatives to the Hidebrands, so I bet they got a good deal!
Now, if one wasn’t already impressed with the magnificent sales brochure, here was the clincher, an offer you couldn’t resist. “We Will Build And Finance Your Home. Special Offer: The first three houses ordered built on our lots in Concourse-On-The Drive before May 1st, 1925 will be built and sold on monthly terms of $11.00 per $1,000 of the total cost, including the lot. This will be our plan No. 106 - a $3,700 bungalow, plus the price of the lot. Monthly terms include all interest!”
The benefit of these new homes, as far as my sister and I were concerned, was to have something to climb on. So we took advantage of each new structure as it went up, and after hours, climbed to the highest peaks of the rafters that was climbable. Whereas the game used to be pretend horses, it was now more like “let’s be monkeys.” It’s a wonder we didn’t kill ourselves!
The other benefit of these homes was to produce more playmates, which were still scarce. The ones I remember were Jean Campbell, Vincent Dale, Phyllis and Phillip Tuma, and Margaret and Sarah McGowan. After being more or less isolated for so long, it was great to have some neighbors and be part of a neighborhood!
Note: Thanks to Ron Manger for digging up the wonderful sales brochures from a local real estate Company.