Kleiner’s Korner: The Velocci Papers Part 1 - The Motor Parkway “National Advertising Mart”
Thanks to Al Velocci various documents pertaining to the Motor Parkway have become public. I term these the "Velocci Papers" with the first installment named "The National Advertising Mart".
Part 1 of the Velocci Papers discusses a proposed use of the 48 miles of the Motor Parkway as a "National Advertising Mart". Not much else has been found about this plan or its author, E. W. Beals, adding to this first chapter's intrigue.
The Motor Parkway "Rehabilitation Plan"
The plan was proposed by E.W. Beals of Hempstead, Long Island. A reference in the text is made to 1935, so this might have been the date Beals first proposed it as a "Rehabilation Plan", especially since the Parkway's use had diminished by that time.
The Motor Parkway was proposed to be a "new Medium teeming with possibilities of stimulating the "Buying Public's interest".
Twelve "zones" were to be developed in their own "distinctive setting" along the 48 mile "Advertising Mart"; each zone would be tasked with "devising special features to attract Buyer's alert interest . . .". including the historical development of the products being showcased.
The twelve zones would include permanent exhibits of "Industrial-Tech" concerns, including "Transportation Equipment" which I'm assuming would include automobiles. But I don't see computers or video games!
Zone 12, "Sports Equipment" would include "National Challenge Sports Events" with cash prizes awarded in order to attract participants and sportsmen.
One can imagine from these paragraphs that the "National Advertising Mart" was analogous to the Amazon of today - a one stop shopping site (albeit over 48 miles) for manufacturers to display their products. Or maybe one big multi-industry trade show encompassing much of Long Island.
Financial Impact to the Motor Parkway
The Mart's financial impact would be reflected in the Motor Parkway's Balance Sheet.
Initial Expenses
Gross Income
540 concessions (i.e., exhibits, booths) would be purchased by advertisers and restaurant operators.
Personnel costs. In case anyone is wondering what a char woman does, click here. Also, I would hope the bookkeeper would be able to add better than whoever totaled this list.
Total Net Income: $108, 950 (minus 50% for hazards - I imagine in leiu of insurance)
Here is the complete "Motor Parkway Rehabilitation Plan" in pdf. format containing full details.
And while Beals' proposal to make the Motor Parkway a shopping destination never materialized, Long Island nearly 100 years later has become just that . . . shopping center after shopping center after shopping center, with stores of all sizes lining its highways!
Comments
The idea for strip malls before strip malls were a thing. Interesting. A little too far ahead of it’s time though. Also, as originally designed I don’t think the motor parkway was set up for this. The right of way may not have been wide enough. In 1935 this may have been one idea to try to save the motor parkway from insolvency and irrelevance. 3 years later the parkway would close.
I agree with David’s comments. The parkway was intended to provide a scenic route to the countryside as an alternate to the slower and poorly maintained existing roads of the era. I appreciate the author’s creativity but I don’t think this concept would be the answer to saving the Motor Parkway.
Today, there’s many types of businesses along Vanderbilt Motor Pkwy in Islandia, Central Islip, Hauppauge & Commack.
12 Gatekeeper’s were part of the plan, too. The lodges were still going to be in use. Mr. Vanderbilt didn’t want them to lose their jobs of course. Lodges could’ve also graduated to a like a rest stop for coffee & snacks. But the lodges became homes for the keepers, so.