South side, 400 block, Will Rogers Boulevard, Claremore, Oklahoma. Left to right: O’Brian Building aka Ann’s Cleaners, Theeson’s Bakery (built 1906) aka Ounce Upon a Time, Rexall Drug Store (built 1925/6 by Dr. M.H. Gordon) aka Haberdashery; Happydashery, Campbell Building (built 1911) aka Back in the Day.
Once upon a time, a young German man had an American-pie-in-the-sky dream. He envisioned building a tasty bakery that would become a great business success. According to the 1920 US Census, German-born, 52-year-old William “Theason” immigrated to the United States in 1889 and naturalized in 1895. Rising to the occasion that presented itself, Theeson, his wife, Mary, and their twin daughters, Esther and Olive, embarked upon the long journey from Dyersburg, Tennessee, arriving at Claremore, Indian Territory, in 1906.[i]
Theeson did not start his business from scratch; he purchased Henry Hansman’s bakery,[ii] known as the City Bakery, which Hansman had purchased in 1904,[iii] from Thomas Foster. The Claremore Messenger enthused, “Mr. Theeson is a first class baker and will give the people of Claremore, modern, up-to-date service.”[iv]
By August 1906, Theeson prepared to build a new brick building to house his bakery. The Claremore Progress reported, “Work has been commenced on the Theeson building opposite the Progress office.”[v] Photographer F.L. Stone’s iconic panoramic view (dated March 26, 1906) of Claremore, I.T.’s main street looking west, pictures the Claremore Progress building on the north side of Will Rogers Boulevard (then called Third Street) just west of Cherokee Avenue. So this would place the Theeson building to the south side, across the street.
The Sanborn Fire Insurance Map of Claremore, I.T., July 1907, Sheet 4,[vi] shows the new two-story, 27-foot street-front Theeson “Bakery” building, located at #15 Third Street (now 405 West Will Rogers Boulevard), Block 113, lot 8, as being of rock construction with a brick front façade. A fancy parapet graced the front of the building rising 12 inches above the roof line and a skylight lit the interior. Attached to the rear of the main building stood a one-story rock “Bake Ho.” (House) building followed by a one-story brick “oven” that opened into the bake house. The last structure in the string, front to back, was a small, framed, one-story back porch. Water hydrants were placed in each of the rooms for access and fire safety’s sake. The bakery was the only substantial rock and brick building on the southeast side of the street and was surrounded by wood framed buildings; a wood-framed Sal. (saloon) was located to the west and a wooden “Barber” shop and “Restrt.” (restaurant) were positioned to the east.
That December, Theeson advertised, “Your ‘Xmas Baking has been attended to in good shape by us. We have all kinds of Bakery Goods for Christmas including choice fruit cakes, an assortment of ornamented cakes, cookies and pies. You will also find here a large assortment of candies.”[vii] “Theeson’s Bakery Always carries everything in the bakery line, bread, cakes, cookies, pies, etc. Fancy cakes for weddings. Leave your order for Sunday’s Baking.”[viii]
When Theeson’s competitor, J.A. Boyd, “opened up a bakery in the room adjoining Clements’ meat market,” the Claremore Messenger informed, Boyd “is an experienced baker, and with his family moves here from South McAlester where he has been working at the trade. He has a portable oven of the latest improved style and asks for the patronage of the buying public of Claremore.”[ix] Boyd’s large new portable oven had “a capacity of two hundred loaves. This (would) make his work easier and allow him to take care of a larger business.”[x]
Theeson responded. “An up-to-date line of goods can always be found at Theeson’s Bakery. Orders for fancy cakes and rolls for entertainments and receptions will be given my best attention.”[xi] The Claremore Messenger also announced that Theeson would mechanize his baking process. “Will Use Machine in Bake Room. Wm. Theeson, the baker, has installed in his shop a new bread mixer and a cake machine, with a three horse motor to run the same. The bread machine will turn out about eight hundred loaves of bread at a mixing, and the cake machine, which is on the same order as that used by the International [Biscuit] Co., and other such concerns, will make cookies as fast as you can count them if not faster. There is no machine in this part of the state that equals either of these not even in Tulsa or Vinita, and probably not in Indian Territory. Mr. Theeson says when it comes to leading the state he will do his share for Claremore.”[xii]
These machines were the best thing since – well – “sliced bread.” Thereafter, a “Large assortment of cakes (was) always on hand at Theeson’s Bakery,”[xiii] and “wholesome and nutritious bread (was) made by machinery in a cleanly way.”[xiv] Theeson ordered “one hundred cords of 24-in stove wood,”[xv] and prepared to fire up the oven.
Yet, the bakery business was no “piece of cake.” It was filled with long hours of hard work, early mornings rises, and late night vigils. There were also unexpected challenges. In January 1908, “Theeson’s bakery had a big glass door broken.”[xvi]
And that October, it was announced in The Claremore Progress, “Bakery Oven Caves In. Mr. Theeson, proprietor of Theeson’s Bakery, had the misfortune Friday morning to have his bake oven cave in just as he was preparing to place 600 pounds of dough in it for the day’s run. The oven had been braced with wooden braces and since the new O’Brien building (sharing a wall to the east, now Ann’s Cleaners) has started to build, Mr. Theeson decided to remove the wooden braces and put in others made of steel; the wood braces were removed and before those of steel could be placed in position, the heavy brick oven caved in. Mr. Theeson immediately went to work building a new oven.”[xvii]
February 1911, The N.Y. 5 and 10c Store moved into the O’Brien building at its “new location next to Theeson’s bakery.”[xviii]
A year later, William Theeson built “a thirty-foot extension on his business building. Mr. Theeson’s business has outgrown his present quarters necessitating additional building.”[xix]
In February 1916, Theeson’s Bakery was robbed. “Burglars entered the Theeson Bakery some time during the night Wednesday by forcing an entrance at the back door. The screen was split and the lock, which was an old one, was evidently opened with a skeleton key, for it was found untouched when the burglary was discovered. The thieves must have been of the petty type, for only a couple of dollars, fifty cents worth of stamps, and some church envelopes containing a few pennies were taken. The robbers overlooked the real money, which was in a sack at the cash register. The police department was notified of the burglary, and the robbers were traced to the Frisco depot where the trail was lost.”[xx]
By 1917, Theeson’s Bakery, was known as “The Home of the Quality Loaf,”[xxi] with their “Bread that Made Claremore Famous. Blue Ribbon. The bread of quality, flavor, sweetness, weight and health.”[xxii] At about this time, this Claremore baker decided to move his business “Forward Another Notch.” The Claremore Progress reported, “Wm. Theeson, of the Theeson Bakery, has moved up another notch on the ladder of Progressiveness. He has purchased a Maxwell bread delivery wagon which will not only make the regular bread route about the city but will answer all telephone calls with quick service. Claremore and Claremore people are going forward. You can’t keep a good community down.”[xxiii]
Though the War in Europe had dampened spirits, Theeson’s Bakery tried to end 1917 on a positive note, “The Season’s Greeting. The old reliable Theeson Bakery extends the compliments of the season and wishes all a happy and prosperous New Year. Remember we are prepared to do your work in our line, second to none. Theeson’s Bakery. Wm. Theeson, Prop.”[xxiv] Yet, the United States had entered World War 1, that April (1917), and the war effort at home was beginning to effect the availability of food. In the new year, Claremore citizens were admonished, “Save a loaf a week – help win the war. Food will win the war. Don’t waste it. He who wastes a crust of bread prolongs the war.”[xxv]
“At the call of Mrs. Jno. Q. Adams, County Food Administrator, the retail grocers of the city met at the City Library… for the purpose of discussing the food regulations pertaining to flour and meats. There was a full attendance. The plan presented by the County Food Administrator was considered and adopted, each purchaser of flour having a substitute on hand will be required to sign the Flour Conservation Receipt … The merchants all showed a very patriotic spirit and desire to comply with the regulations. At the close of the meeting the following resolution was passed; Resolve, We the undersigned business men of Claremore, pledge ourselves to observe the rules and regulations the State Food Administrator has made and also to assist our Country Food Administrator every way possible to carry out the conservation she has undertaken in the county.” Wm. Theeson was among those who showed their patriotism and signed the resolution.[xxvi] Yet, was there any choice?
Oklahomans soon discovered there were consequences for “Wheat Violators – Strict enforcement of the rule requiring the purchase of wheat substitutes with white flour and the use of fifty per cent of substitutes in bakery bread will be insisted upon by the federal food administration, according to announcement of C.B. Ames, Oklahoma administrator. Judge Ames emphasized his announcement by closing three Oklahoma City bakeries found to be using less substitute than required by the regulators. One bakery was closed for 41 days, another for 14 days and a third for seven days, dependent upon the amount of wheat substitute lacking in the bread and pastry. Bakeries which do not use the required amount of substitutes will be closed and all grocers who sell white flour without selling an equal amount of substitutes will be dealt with summarily according to Judge Ames. ‘The fact that we have just harvested a great wheat crop does not give us license to throw down the bars to the flour barrel,’ Judge Ames said ‘We must observe wheat saving regulations rigidly in order to build up a reserve of wheat which will tide us over an emergency.’” And it was announced there would be, “Less Wheat In August. There will be less sugar for distribution in August than there was in July, according to a telegram which C.B. Ames, federal food administrator for Oklahoma, has received from Washington. The August allotment of sugar for Oklahoma probably will not be more than 70 percent of the July allotment. More strict conservation measures and enforcement of the 2-pound purchase limit is being urged by the state administration.”[xxvii]
Claremore citizens patriotically complied replacing white flour ingredients in baked goods by making “Wheat less Recipes… Oat and Corn Flour Bread… Rice and Barley Bread… Corn Flour and Buckwheat Bread.”[xxviii] Finally, the efforts of the entire nation paid off. At a cost of many lives, the Great War in Europe ended. An armistice was signed and military victory of the Allied Powers declared November 11, 1918. Normalcy began to return.
February 1919, the local Elks Club “moved into new quarters over the Theeson Bakery. Increased interest is being shown at each meeting and many of the old members are coming back. Some lively social times are promised for the near future.”[xxix]
As livelihoods improved, William Theeson expanded his business becoming owner of the Thomas Market. William Theeson “became the owner of the Thomas Market after a two-day proprietorship by I.T. Hale, but it was not on account of dissatisfaction that Mr. Hale disposed of the business so quickly. The reason of the quick action was that Mr. Theeson wanted the popular market, and Mr. Hale having received an offer for the purchase of a large grocery store at Clovis, N.M., decided it was an opportune time to let it go so as to be free to close the deal for the Clovis business.”[xxx]
Yet, to everything there is a season, and a time to every purpose under heaven.[xxxi] After 14 years in the bakery business at Claremore, the Theesons decided it was time to follow another dream. They sold their bakery business to Mrs. R.S. Liggett who incorporated it into her Liggett Market.[xxxii] The Theesons then moved to the Lower Rio Grande Valley of Texas to become farmers.[xxxiii]
Eventually, the old Theeson building housed the Claremore Baking Co. [1942],[xxxiv] the Silvis Dress Shop [1951, 1954, 1955],[xxxv] the Dorothy Louise Dress Shop [1958],[xxxvi] the Downtown Diner [1996],[xxxvii] and others. Recently, Ounce Upon a Time has taken up residence there.
Once upon a time, a young German man followed his dream by coming to America to build a prosperous baking business. Who knows what other dreams will come true in the 115-year-old Theeson building? We hope all these tales end “happily ever after.”
By Christa Rice, Claremore History Explorer
Sources:
Oklahoma newspapers are sourced through The Gateway to Oklahoma History, https://gateway.okhistory.org; crediting Oklahoma Historical Society.
[i] Claremore Progress. (Claremore, Indian Terr.), Vol. 14, No. 11, Ed. 1 Saturday, April 7, 1906. Accessed October 30, 2021.
[ii] Constant, J. A. The Claremore Messenger. (Claremore, Indian Terr.), Vol. 12, No. 15, Ed. 1 Friday, April 13, 1906. Accessed October 30, 2021.
[iii] Lynch, J. M. The Claremore Messenger. (Claremore, Indian Terr.), Vol. 10, No. 20, Ed. 1 Friday, July 22, 1904. Accessed October 31, 2021.
[iv] Constant, J. A. The Claremore Messenger. (Claremore, Indian Terr.), Vol. 12, No. 15, Ed. 1 Friday, April 13, 1906. Accessed October 30, 2021.
[v] Claremore Progress. (Claremore, Indian Terr.), Vol. 14, No. 29, Ed. 1 Saturday, August 11, 1906. Accessed October 30, 2021.
[vi] Sanborn Fire Insurance Map from Claremore, Rogers County, Oklahoma. Sanborn Map Company, Jul, 1907. Map. https://www.loc.gov/item/sanborn07040_006/.
[vii] Smith, Clark. The Claremore Messenger. (Claremore, Indian Terr.), Vol. 12, No. 52, Ed. 1 Friday, December 21, 1906. Accessed October 30, 2021.
[viii] Smith, Clark. The Claremore Messenger. (Claremore, Indian Terr.), Vol. 13, No. 1, Ed. 1 Friday, December 28, 1906. Accessed October 30, 2021.
[ix] Smith, Clark. The Claremore Messenger. (Claremore, Indian Terr.), Vol. 13, No. 7, Ed. 1 Friday, February 8, 1907. Accessed October 25, 2021.
[x] Smith, Clark. The Claremore Messenger. (Claremore, Indian Terr.), Vol. 13, No. 30, Ed. 1 Friday, July 19, 1907. Accessed October 26, 2021.
[xi] Claremore Progress. (Claremore, Indian Terr.), Vol. 15, No. 14, Ed. 1 Saturday, April 27, 1907. Accessed October 31, 2021.
[xii] Smith, Clark. The Claremore Messenger. (Claremore, Indian Terr.), Vol. 13, No. 36, Ed. 1 Friday, August 30, 1907. Accessed October 31, 2021.
[xiii] Smith, Clark. The Claremore Messenger. (Claremore, Okla.), Vol. 13, No. 1, Ed. 1 Friday, January 3, 1908. Accessed October 31, 2021.
[xiv] Claremore Progress. (Claremore, Okla.), Vol. 16, No. 8, Ed. 1 Saturday, March 14, 1908. Accessed October 31, 2021.
[xv] Claremore Progress. (Claremore, Okla.), Vol. 16, No. 33, Ed. 1 Saturday, September 5, 1908. Accessed October 31, 2021.
[xvi] Smith, Clark. The Claremore Messenger. (Claremore, Okla.), Vol. 13, No. 2, Ed. 1 Friday, January 10, 1908. Accessed October 31, 2021.
[xvii] Claremore Progress. And Rogers County Democrat (Claremore, Okla.), Vol. 18, No. 36, Ed. 1 Friday, October 21, 1910. Accessed October 31, 2021.
[xviii] Claremore Messenger. (Claremore, Okla.), Vol. 16, No. 9, Ed. 1 Friday, January 27, 1911. Accessed October 31, 2021.
[xix] Claremore Progress. And Rogers County Democrat (Claremore, Okla.), Vol. 20, No. 44, Ed. 1 Friday, November 29, 1912. Accessed October 30, 2021.
[xx] Kates, W. C. Claremore Progress. And Rogers County Democrat (Claremore, Okla.), Vol. 24, No. 2, Ed. 1 Thursday, February 17, 1916. Accessed October 31, 2021.
[xxi] Kates, W. C. Claremore Progress. And Rogers County Democrat (Claremore, Okla.), Vol. 24, No. 5, Ed. 1 Thursday, March 9, 1916. Accessed October 31, 2021.
[xxii] Kates, W. C. Claremore Progress (Claremore, Okla.), Vol. 25, No. 34, Ed. 1 Thursday, September 20, 1917. Accessed October 31, 2021..
[xxiii] Kates, W. C. The Claremore Progress (Claremore, Okla.), Vol. 25, No. 22, Ed. 1 Thursday, June 28, 1917. Accessed October 31, 2021.
[xxiv] Kates, W. C. Claremore Progress (Claremore, Okla.), Vol. 25, No. 48, Ed. 1 Thursday, December 27, 1917. Accessed October 30, 2021.
[xxv] Kates, W. C. Claremore Progress (Claremore, Okla.), Vol. 25, No. 52, Ed. 1 Thursday, January 24, 1918. Accessed October 31, 2021..
[xxvi] Kates, W. C. Claremore Progress (Claremore, Okla.), Vol. 26, No. 4, Ed. 1 Thursday, February 21, 1918. Accessed October 31, 2021..
[xxvii] Sutton, R. R. & Sanders, J. J. Claremore Messenger (Claremore, Okla.), Vol. 23, No. 32, Ed. 1 Friday, August 2, 1918. Accessed October 31, 2021.
[xxviii] Kates, W. C. The Claremore Progress (Claremore, Okla.), Vol. 26, No. 33, Ed. 1 Thursday, September 5, 1918. Accessed October 31, 2021.
[xxix] Kates, W. C. The Claremore Progress (Claremore, Okla.), Vol. 27, No. 4, Ed. 1 Thursday, February 13, 1919. Accessed October 31, 2021.
[xxx] Kates, W. C. The Claremore Progress (Claremore, Okla.), Vol. 27, No. 49, Ed. 1 Thursday, November 6, 1919. Accessed October 30, 2021.
[xxxi] KJV Ecclesiastes 3:1
[xxxii] Kates, W. C. The Claremore Progress (Claremore, Okla.), Vol. 30, No. 36, Ed. 1 Thursday, October 19, 1922. Accessed October 31, 2021.
[xxxiii] Kates, W. C. The Claremore Progress (Claremore, Okla.), Vol. 16, No. 37, Ed. 1 Thursday, August 19, 1920. Accessed October 30, 2021.
[xxxiv] Claremore, Oklahoma, Telephone Directory. Southwestern Bell Telephone Company – 1942
[xxxv] Claremore, Oklahoma, Telephone Directory. Southwestern Bell Telephone Company – 1951, 1954, 1955
[xxxvi] Claremore, Oklahoma, Telephone Directory. Southwestern Bell Telephone Company – 1958
[xxxvii] Downtown Diner – Final Survey Report, Claremore Downtown Historic District, Feb 1996 p. 17
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