If you would like to read “320 0n Main – From Rustic Auto Mechanics’ Garage to Elegant Events’ Venue, Part 1”, first, please click here.
Interest heightened for J. Leon Brogans Fiddle and Dance contest, to be held at his Brogan Motors Company location, as The Claremore Progress reported, “Fiddling Contest and Dancing Party – There will be one of the most unusual parties ever staged in Rogers county held in the showrooms of the Brogan Motor Company on Saturday night, January 16th, beginning at 8 o’clock. Mr. Brogan says that extensive plans have been made to make the party an entire success and every effort will be made by him, and all his organization, consisting of about sixteen men, will be on hand and nothing will be left undone to make this one of the most successful and entertaining parties that has ever been held in the town… The judges have been selected and everything is now in readiness for the party. The only thing required for entrance in this fiddling contest will be the fiddle and the bow. The guests will be expected to wear a smile and keep it while in the house… ‘This is to be a party for all the people,’ says Mr. Brogan, and we know that he means everything he says in regard to it being a huge success. The only thing to make it so will be a large attendance and there is no doubt that one and all will be there to see the different fiddlers and their accompanists ‘do their stuff.’”[i]
“The old fashioned county fiddlers contest… is proving quite popular. Already thirty-five fiddlers have registered for the contest and they do not all come from Rogers county. Musicians from neighboring counties have taken an interest and will be here as well as some of the best dancers of northeastern Oklahoma as there is to be a suitable award for the best dancing couple. Nothing is barred, not even the Charleston, except that it be decent and orderly.
“The salesroom of the Brogan Motor company is being prepared for the party. On the floor will be displayed one of each model Ford makes, and the other floor space will be reserved for the dancers. The big loving cup, to be awarded the best fiddler, has arrived. It is twelve inches high and is to be suitably engraved for the winner. Time, expense and effort are not being spared to make this fiddling and dancing contest an event of real enjoyment both for the participants and for those who come to look on… Indications are that the loving cup will be hotly contested for.”[ii]
In the end, the “Fiddlers’ Ball Was a Big Success – One of the largest commercial parties ever held in Claremore was the Fiddlers’ Ball, Saturday night at the Brogan Motor Company. So many people accepted Mr. Brogan’s invitation to participate that the salesroom was crowded all evening long and the sidewalks in the vicinity were filled with the overflow. Thirteen fiddlers competed for the loving cup and as a result there was lively music for the dancing of the old time square dances. The loving cup went to Calvin Lester, of near Claremore, and prizes for dancing were awarded to Charles Clark, first for men, Mrs. Blunt, first for ladies; Charles C. McMillan, second for the men and Mrs. John Bussey, second for the ladies, the judges being John Johnson, Tom Cline and A.A. Dennison. This was a fine party in every sense of the word. There was no drinking and everybody was out for a good time. It is only to be regretted that the place was not larger so that all could enjoy the affair. The Progress suggests that Mr. Brogan give another party and get the largest hall in the city in which to stage it. During the evening the sum of $50.75 was raised for the Wilburton mine disaster relief.”[iii]
“A large number of the Tiawah people spent Saturday in Claremore, and attended the dance at the Brogan Motor Company. All reported a good time.” [iv] “Parties like Brogan staged… will do more to promote a better feeling between the farmer and the business man than most anything we can think of.” [v]
A farther reaching marketing stratagem was found in the creating of the “’Brogie News,’ a trades paper, to be published every two weeks and circulated in the Claremore trade territory by the Brogan Motor Company.” Making its first appearance in February 1926, the Progress explained, ‘Brogie News “is published by the employees of the motor company and is filled with live news about the Ford car. Erle Fry is the artist on the paper and with practice it is hoped that he gets over. The publication of this trades paper is an original idea of the new general manager, L.C. (Mag) Haggard. And it is a good one. The Brogan Motor Company intends to work the trade territory more in the future than in the past, and in this extension movement, the bulletin every two weeks will be a valuable stimulus.” [vi]
The Brogan Motor Co., closed for a few days in June 1927, while an inventory in stock is was taken.[vii]
The purpose of this inventory became clear throughout the Claremore community when it was announced by the Claremore Progress, June 30, 1927, “Brogan Motor Company Changes Hands – A deal was closed Saturday where by O.I. Butler, of Chicago, Ill., and H. G. Hayes, of Enid, bought the Brogan Motor Company from J. Leon Brogan. Both are experienced automobile men and will direct every effort in Claremore to give service at this Ford agency. Both are very pleasant and should rapidly acquire themselves a large circle of friends in the home of Radium Water. Welcome to our city, gentlemen. The new firm name will be known in the future as the Butler-Harris Motor Company. Ford cars, trucks, and tractors and Lincoln, sales and service will be the stock in trade of this new concern. The same location will be used, Third and Cherokee.”[viii] Unfortunately, legal family matters were also being play out as Brogan sold his Ford dealership and moved from Claremore to Shawnee, Oklahoma.[ix]
The following year, the Butler-Hayes partnership was dissolved. “A Claremore partnership – The Butler-Hayes Motor Co., local Ford agency, has been dissolved. O.I. Butler has sold his half interest in the business to H.G. Hayes. The agreement became effective Monday, February 6th, 1928. Mr. Hayes will continue to operate the business at its present location, Third and Cherokee, and hopes to make many souls in this vicinity happy by riding in the new Ford.”[x] A year later, H.G. Hayes Motor Company moved out of the Bayless-Davis building to occupy the old Mason Garage space further west.[xi]
Around 1933, a transitional shift began to occur regarding the street addresses of the stores in the triple-space Bayless-Davis building. Lot 11 (addressed as 320 & 322) was divided into a large and a tiny store space. Lot 12 & 13, labeled 324, continued to be a combined store space.
In July 1930, The Claremore Progress announced that “Claremore’s Great New Food Store. The A&P Food Store” would locate at 320 West Third Street becoming the first A&P Store in Claremore.[xii] This grocery lasted at this location until 1931.[xiii]
Then, the Baby Ritz Café opened at 320 West Third Street in July 1931 with May and Jewell Luttrell as proprietors. Advertisements proclaimed, “Your patronage appreciated.”[xiv] “Friends of Mrs. May Luttrell, who has been employed as cook at the Claremore Café for a number of years, will be pleased to learn that she is reopening the Baby Ritz Café at 320 West 3rd street. This café has not been operating for some time, and with the reputation that Mrs. Luttrell has built up around Claremore for the excellence of her food, her success is assured. Mrs. Luttrell will be assisted by her daughter, Miss Jewel Luttrell, who has had considerable experience in café work, and at the present time is working in the Hotel Will Rogers Coffee Shop. Their many friends wish them success in this new venture.”[xv]
It appears that somewhere between 1931 and 1937 the final shift of addresses discussed at the beginning of this story occurred.
It was in October of 1934 that John A. Bell moved his Annex Sweet shop, that eventually became Bell’s Confectionery, and the Union bus station “from its location in the former post office building to the corner of the same block in the west half of the room formerly occupied by the A.& P. Store. This new home is very desirable. The room is a large, light and airy one and the equipment of the sweet shop has been installed, attractively. In the future, busses, instead of unloading in the Braiser used car lot, will park at the curb on Cherokee, west of the new bus station, and take on passengers from that point. The bus station is operated by John A. Bell and his son Ferris. They handle a complete line of cold drinks, magazines, books, tobacco and can arrange bus transportation for you, to any point in the United States. They invite you to visit them in their new home.”[xvi] Bell’s Confectionery was advertised in the local news and telephone directories as being located at 322 West Third Street.[xvii]
In August of 1937, it was announced that Herman McCord Motor Sales, “Your New Hudson and Terra Plane Dealer,” was located at 320 W. Third St., Claremore.”[xviii]
The following year, “The Maytag Washer Sign was taken down… and re-appeared later in the day just one door east of Bell’s Confectionery at The Quality Market. Mr. and Mrs. F.P. Howlett have just opened this place of business. The Quality Market will handle all kinds of meats, staple, and fancy groceries. Libby’s goods are noticeable on the shelves. Visit this new store and meet these friendly young people. The Quality Market, 320 West Third street”[xix] and the Ideal Café resided in the building in 1939.[xx]
A more permanent resident, a furniture store moved in, in January 1940. The Claremore Progress explained, “The Mason Nowlin-Feezel furniture store has moved to their new location, 320 West Third street, first door east of Bell’s Confectionary. This popular furniture store, probably one of the oldest in northeastern Oklahoma, has occupied the store room just east of the Mission Club for several years.”[xxi] Mason Nowlin-Feezell advertised, “Come in and visit us. You will find a cordial welcome. Full Line of Furniture, Rugs, Linoleum, Stoves, Radios, Electric Refrigerators.”[xxii]
That same month, The Nowlin Millinery “moved its location to 320 West Third, with the Nowlin-Feezell Furniture Company. Mrs. Feezell still carries the newest line of hats, and she said to tell you that the new spring millinery will soon be in stock. And for right now, why not come down and get a hat to ‘brighten up’ your winter dresses? Remember the address – The Nowlin Millinery.”[xxiii] Both the 1942 and 1944 American Telephone and Telegraph telephone books list the “Nowlin Feezell Furn. Co. 320 W. 3rd.”[xxiv]
1948 was the year a big push was made to change Claremore’s Third street’s name. “Why Not a Will Rogers Boulevard?” The Claremore Daily Progress asked. “We feel it would be fitting and proper for Claremore to re-name its Third street (or main street, as most folks call it) to ‘Will Rogers Boulevard.’”[xxv] And so the undertaking was accomplished that October.
“Main Street Is Re-named In Honor of Will Rogers. The Claremore city council voted Monday night to re-name Third street as ‘Will Rogers Boulevard’ in honor of Rogers county’s favorite son… The council and Mayor Elmer Tanner agreed that the address numbers on Will Rogers Boulevard will remain unchanged. The name change also is not expected to affect the legal description of real estate properties fronting on the boulevard.”[xxvi]
Typifying an exceptionally busy office space Eva Walker Insurance Agency, General Insurance, also housed her business at 320 W. Will Rogers Boulevard in 1951.[xxvii]
Change was to be expected; in 1945 Nowlin-Feezell was out, and Peggy and Earl Jones moved their Furniture & Appliance Co. into their new store at 320 West Third Street.[xxviii]
The Jones Furniture store continued at this location[xxix] with competitor Clark D. Mason’s Furniture store sitting one door to the east. [xxx] This neighborly combination lasted until 1959 when the Jones store changed owners. “A joint announcement was made here Saturday that the Jones Furniture and Appliance Co., located at 320 West Will Rogers, has been sold by Mr. and Mrs. Earl Jones to Mr. and Mrs. Phil Smith, formerly of Pryor. In announcing the sale, Mr. and Mrs. Jones stated that they will continue to live in Claremore and will assist the Smiths in the operation of the store.”[xxxi] Thereafter, the store at 320 West Will Rogers was, not surprisingly, renamed Smith Furniture & Appliance.[xxxii]
Business prospered for Mr. Smith, and in 1962 he announced the purchase of his competitor’s business next door. “Announces Mason Purchase. Phil Smith, owner of Smith Furniture and Appliance at 320 W. Will Rogers, has announced the purchase of Mason Furniture Store from Mrs. Clark D. Mason owner. The Mason Furniture store is located next door to Smith’s store. Smith said the Mason store will be closed Tuesday to prepare for a liquidation sale scheduled in the near future. Smith said he will expand his business into the Mason store at a later date. The Mason Furniture store has been located here since 1934 and moved to the present building in 1945.”[xxxiii]
Smith did not wait long to fully move into his new business space. March 21, the announcement was made, “Starting tomorrow, we are moving all of the Smith Furniture stock into the Mason Furniture Building, and we had rather deliver furniture to your house than move it next door.”[xxxiv] By June 1962, “Mr. Phil Smith, owner of Smith Furniture and Appliances” was a proud and “most gracious host as he showed” a customer “around his newly redecorated and air conditioned store.”[xxxv] But that was not the end of Smith’s expansion.
December 30, 1962, The Progress recorded, “Building Sale Here Is Told. Smith Furniture and Appliance of 316 West Will Rogers Boulevard has purchased the Powell Cleaners building next door and plans to use it for expansion, it was announced Saturday. Phil Smith, owner-operator of the furnishings store, said the front of the building will be used for display of used furniture and appliances after they have been renovated. The rear part will be used as a warehouse. Smith purchased the building from Ava Powell, who left the dry cleaning business after being elected county judge. Workmen already have started remodeling the building. Two new entrances will be made, one from the other store for use by customers and the other toward the rear for moving merchandise between the two buildings.”[xxxvi] Smith stayed at this location until at least 1989, after which the name disappears from the Claremore Southwestern Bell Telephone Book. [xxxvii]
Smith’s departure left 320 W. Will Rogers vacant that July 1962, and a new business entrepreneur took possession. “The Fabric Shop… will conduct a grand opening featuring free door prizes. The new business, also to be the Singer Sewing Center, will feature a complete line of fabrics and drapery samples. Owners are Mrs. James Summerlin and her mother, Mrs. H.K. Kearney. Shoppers are invited to attend the grand opening Saturday and register for a set of chinaware to be given away during the event.”[xxxviii]
In 1963, the businesses housed in the triplet Bayless-Davis building included Smith Furniture and Appliance, Phil Smith owner (Lot 11), The Fabric Shop, Thelma Kearney owner (Lot 12), and Bell’s Confectionery, Mrs. John A. Bell, owner (Lot 13 on the western corner).
But it was time for a change once again. Chris Walker recalls Lloyd and Margaret Walker owned 320 W. Will Rogers Boulevard from 1963 to 2006/7, locating Lloyd’s Furniture & Appliances there until the store closed in 1985/6.[xxxix]
About 1986, R&R Used Furniture took up residence with an advertisement stating, “We buy and sell used furniture and appliances, new bedding and beds… free delivery available. Moving service – large or small.”[xl] R&R stayed at its 320 Main Street location into the 1990s[xli] until it also succumbed to the lure of the business building next door and moved its stock into the 316 building to the east.[xlii]
Thereafter, for almost 10 years in the early 1990s, Second to None consignments located in the 320 building. In 2006/7, the Walkers sold the building “to Aaron Ewton; he built the apartment upstairs and added the mezzanine when he turned it into King of Clubs,” Chris Walker remembers.[xliii]
Many fondly remember the King of Clubs as being just the right sized music and dance venue for Claremore’s small college town.
“Oh the times we had there! So much fun!” reminisces Phillip Tubbs, once manager of the King of Clubs. “I came in and started working for Aaron and went on to manage the venue and the booking part of things… Lots of great bands, that went on to be huge, played here!… We had all kinds of different types of music that went on to be big for their style – Day to Remember, Jeffrey Star.” [xliv]
David Clanin, CPA, recalls, “Danielle and I had the dance studio from 2011 through 2016, ‘Claremore Dance Studio’. We remodeled the upstairs to offices, and I officed there until I bought another building. I believe I was there from 2012 until 2015. After I moved out I leased the office to the Homebuilders Association.”[xlv]
Susan Gephart, Director of Events, is part of the Duncour team now managing and operating the current Three Twenty on Main event venue. Susan recently shared, “Duncour Properties (Tommy Duncan of Inola and Brian Courtney of Pryor) purchased the building from Brent Green in 2017. They renovated the building for 320 on Main. Duncour Events has conducted business at 320 W. Will Rogers Blvd. as 320 on Main ever since. The venue opened on March 1, 2017.”[xlvi]
“Interestingly,” Susan adds, “when the building was converted to 320 on Main, the very first wedding that was held in the newly renovated building was that of Phillip Tubbs!”[xlvii] What a charming happenstance.
Now, 111-years after its inception, the Bayless-Davis triplet building houses Rhapsody Boutique and Spa (318), 320 on Main (320), and Vintique Charm (322). Any traces of the original rustic Claremore Auto Garage located at 320 on Main have vanished, replaced by an elegant events venue of which the Claremore community can be proud. As The Claremore Progress prophesied in 1913, “The building will make a wonderful improvement in the appearance of that part of town.” How true!
By Christa Rice, Claremore History Explorer
Sources:
[i] The Claremore Progress (Claremore, Oklahoma). Thursday, January 14, 1926. P. 7. Newspapers.com.
[ii] The Claremore Progress (Claremore, Oklahoma). Thursday, January 14, 1926. P. 1. Newspapers.com.
[iii] The Claremore Progress (Claremore, Oklahoma). Thursday, January 21, 1926. P. 1. Newspapers.com.
[iv] The Claremore Progress (Claremore, Oklahoma). Thursday, January 21, 1926. P. 4. Newspapers.com.
[v] The Claremore Progress (Claremore, Oklahoma). Thursday, January 21, 1926. P. 6. Newspapers.com.
[vi] The Claremore Progress (Claremore, Oklahoma). Thursday, February 4, 1926. P. 5. Newspapers.com.
[vii]The Claremore Progress (Claremore, Oklahoma). Thursday, June 16, 1927. P. 2. Newspapers.com.
[viii] The Claremore Progress (Claremore, Oklahoma). Thursday, June 30, 1927. P. 1 & 2. Newspapers.com.
[ix] The Claremore Progress (Claremore, Oklahoma). Thursday, June 23, 1927. P. 1. Newspapers.com.
The Claremore Progress (Claremore, Oklahoma). Thursday, June 30, 1927. P. 1. Newspapers.com.
[x] The Claremore Progress (Claremore, Oklahoma). Thursday, February 9, 1928. P. 6. Newspapers.com.
[xi] The Claremore Messenger (Claremore, Oklahoma). Thursday, May 30, 1929. P. 1. Newspapers.com.
[xii] The Claremore Progress (Claremore, Oklahoma). Thursday, July 3, 1930. P. 8. Newspapers.com.
[xiii] The Claremore Progress (Claremore, Oklahoma). Wednesday, May 6, 1931. P. 8. Newspapers.com.
[xiv] The Claremore Progress (Claremore, Oklahoma). Wednesday, July 1, 1931. P. 4. Newspapers.com.
[xv] The Claremore Progress (Claremore, Oklahoma). Wednesday, July 1, 1931. P. 8. Newspapers.com.
[xvi] The Claremore Daily Progress (Claremore, Oklahoma). Monday, October 29, 1934. P. 1. Newspapers.com.
[xvii] The Claremore Daily Progress (Claremore, Oklahoma). Friday, October 4, 1935. P. 2. Newspapers.com.
Telephone Directory. Claremore, Okla. May 1937 Southwestern Bell Telephone Company. p. 2.
[xviii] The Rogers County News (Claremore, Oklahoma). Saturday, August 7, 1937. P. 2. Newspapers.com.
[xix] The Rogers County News (Claremore, Oklahoma). Wednesday, August 3, 1938. P. 3. Newspapers.com.
[xx] The Claremore Progress (Claremore, Oklahoma). Tuesday, June 27, 1939. P. 4. Newspapers.com.
[xxi] The Rogers County News (Claremore, Oklahoma). Wednesday, January 3, 1940. P. 1. Newspapers.com.
[xxii] The Claremore Progress (Claremore, Oklahoma). Thursday, January 4, 1940. P. 4. Newspapers.com.
[xxiii] The Claremore Daily Progress (Claremore, Oklahoma). Friday, January 12. P. 4. Newspapers.com.
[xxiv] May 1942 ATT Telephone Book Nowlin Feezell Furn Co. 320 W. 3. P. 7. ATT Telephone Book Nowlin Feezell Furn Co. 320 W. 3. P. 11.
[xxv] The Claremore Daily Progress (Claremore, Oklahoma). Thursday, March 18, 1948. P. 1. Newspapers.com.
[xxvi] The Claremore Daily Progress (Claremore, Oklahoma). Tuesday, October 5, 1948. P. 1. Newspapers.com.
[xxvii] The Claremore Daily Progress (Claremore, Oklahoma). Sunday, October 7, 1951. P 6. Newspapers.com.
[xxviii] The Claremore Progress (Claremore, Oklahoma). Wednesday, October 3, 1945. P. 4. Newspapers.com.
[xxix] The Claremore Daily Progress (Claremore, Oklahoma). Sunday, December 19, 1948. P. 3. Newspapers.com.
[xxx] Southwestern Bell Telephone Directory. Claremore, Oklahoma. May 1954. W. Will Rogers Blvd: Jones 320 p. 16. Mason 316 p. 316.
[xxxi] The Claremore Daily Progress (Claremore, Oklahoma). Sunday, February 8, 1959. P. 1. Newspapers.com.
[xxxii] The Claremore Daily Progress (Claremore, Oklahoma). Sunday, February 15, 1959. P. 6. Newspapers.com.
[xxxiii] The Claremore Daily Progress (Claremore, Oklahoma). Sunday, February 25, 1962. P. 1. Newspapers.com.
[xxxiv] The Claremore Daily Progress (Claremore, Oklahoma). Wednesday, March 21, 1962. P. 4. Newspapers.com.
[xxxv] The Claremore Daily Progress (Claremore, Oklahoma). Sunday, June 17, 1962. P. 12. Newspapers.com.
[xxxvi] The Claremore Daily Progress (Claremore, Oklahoma). Sunday, December 30, 1962. P. 1. Newspapers.com.
[xxxvii] W. Will Rogers Blvd: R&R Used Furniture 320, Smith 316 p. 83. Southwestern Bell Telephone Directory. Claremore, Oklahoma. March 1989.
[xxxviii] The Claremore Daily Progress (Claremore, Oklahoma). Thursday, July 12, 1962. P. 1. Newspapers.com.
[xxxix] Lloyd’s Furniture & Appliances 320 W. Will Rogers. P. 26. Claremore | Oologah Oklahoma Telephone Directory. Southwestern Bell Telephone Company. May 1966. Chris Walker recollection. Explore Claremore History Facebook page. January 22, 2024.
[xl] Claremore Area Yellow Pages Directory. Southwestern Bell. March 1991 – 1992. P. 133.
[xli] Southwestern Bell Telephone Directory. Claremore, Oklahoma. March 1988.
[xlii] 1995 March – W. Will Rogers Blvd: R&R Used Furniture 316 p. 82. Southwestern Bell Telephone Directory. Claremore, Oklahoma. March 1995.
[xliii] Chris Walker recollection. Explore Claremore History Facebook page. January 22, 2024.
[xliv] Phillip Michael Tubbs recollection. Explore Claremore History Facebook page. January 22, 2024.
[xlv] David Clanin recollection. Explore Claremore History Facebook page. January 22, 2024.
[xlvi] Email Interview with Susan Gephart, January 22, 2024.
[xlvii] Email Interview with Susan Gephart, January 22, 2024.
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