Montgomery History Online Exhibit: Reed Brothers Dodge
Opened September 24, 2024
Curated by Jeanne Gartner and Sarah Hedlund
Montgomery History has unveiled a new online exhibition titled “Reed Brothers Dodge – Montgomery County’s Oldest Dodge Dealership.” Officially launched on September 24, 2024, the exhibition was co-curated by Jeanne Gartner, author of the Reed Brothers Dodge History blog and co-owner of the former dealership, in collaboration with Sarah Hedlund, Montgomery History’s Librarian and Archivist.
This digital exhibition presents a comprehensive narrative of Reed Brothers Dodge, tracing its evolution from its founding in the early twentieth century through its decades of service to the Montgomery County community. Organized into distinct historical periods, the exhibition highlights rare artifacts, photographs, and memorabilia; offering insights into not only the dealership’s operations but also broader cultural contexts such as automotive service, local sports, and mid-century fashion. The full exhibition is available online at https://sites.google.com/view/reedbrothersdodge/home
Jeanne Gartner, granddaughter of Lewis Reed, founder of Reed Brothers Dodge, serves as the curator and historian behind the Reed Brothers Dodge History blog. Honored with the 2016 Arthur M. Wagman Award for Historic Preservation Communication from Peerless Rockville, the blog functions as a living digital archive that preserves the dealership’s enduring legacy and its integral role in Montgomery County’s development. Since its debut in April 2012, the site has garnered more than half a million views, documenting over a century of the family business’s history, community engagement, and contributions to the American automobile industry. Drawing from Lewis Reed’s extensive photographic collection and business records, Gartner’s work offers a richly detailed portrait of local enterprise, early transportation, and the entrepreneurial spirit that helped shape both the region and the broader American story.
Montgomery History Online Exhibit: Montgomery County, Then and Now
Montgomery County, Then and Now: Photography of Lewis Reed and Barry Gartner
Opened December 6, 2023
Curated by Jeanne Gartner and Sarah Hedlund
Montgomery County: Then and Now, offers a captivating visual journey through more than a century of local history, told through rare photographs by Lewis Reed and his grandson Barry Gartner. This site presents side-by-side comparisons of historic scenes photographed by Reed between 1900 and 1930 and contemporary color images recreated from those same vantage points by Gartner in 2023, illustrating the dramatic changes, and sometimes surprising continuities, in the landscape, infrastructure, and community life of Montgomery County, Maryland.
Visitors are invited to explore stories behind each image, discovering the evolving character of familiar places as trees mature, buildings disappear, roads shift, and horse-drawn buggies give way to automobiles. The exhibit also delves into the personal histories of its featured photographers: Lewis Reed, remembered for his pioneering photography before founding Reed Brothers Dodge in 1915, and Barry Gartner, a third-generation owner who honors his grandfather’s legacy through both automotive restoration and modern photography.
A unique feature of the exhibit is the interactive map links accompanying each photo pair, allowing viewers to pinpoint the exact locations where history meets the present moment. Through this dynamic blend of archival and modern visuals, Montgomery County: Then and Now deepens our appreciation for local heritage and the passage of time, connecting generations through the lens of two accomplished photographers dedicated to capturing the changing face of their community.
This online exhibit opened December 6, 2023, and is thoughtfully curated by Jeanne Gartner and Sarah Hedlund, providing rich historical context and insight into the fascinating process of recreating these historical photographs. The full exhibition is available online at https://sites.google.com/view/mocothenandnow/home
Montgomery History Online Exhibit: Montgomery County 1900-1930: Through the Lens of Lewis Reed
Opened January 7, 2020
Curated by Jeanne Gartner and Sarah Hedlund
Discover Montgomery County in the early 20th century through the remarkable photography of Lewis Reed, founder of Reed Brothers Dodge. An avid photographer and pioneering automobile dealer, Reed documented the region during his motorcycle journeys across Maryland, capturing the transformation of transportation, daily life, recreation, and community scenes from 1900 to 1930. His photographs offer an intimate window into the people, places, and moments that defined the county and shaped broader American history.
This online exhibition was carefully curated by Jeanne Gartner, granddaughter of Lewis Reed and co-owner of Reed Brothers Dodge, in collaboration with Sarah Hedlund, Archivist and Librarian at Montgomery History. Jeanne’s curatorial vision was instrumental in organizing these photographs into thematic galleries that illuminate Reed’s artistic legacy and documentary purpose, from the evolution of transportation and leisure pursuits to innovative photographic techniques and local economic growth.
Together, these images form a vital portrait of Montgomery County over a century ago, revealing Lewis Reed’s deep appreciation for his community and his enduring commitment to preserving its history for future generations.
View the full exhibition online: https://sites.google.com/view/lewis-reed-photography/home
Reed Photo Collection (1898-1960)
Lewis Reed, founder of Reed Brothers Dodge, was one of the most prolific photographers in Montgomery County at the turn of the 20th century. A self-taught photographer, he used a darkroom set up in his kitchen, sometimes working late at night to develop the negatives.
About This Collection:
Since launching this blog, it has been possible to explore an extraordinary archive: Lewis Reed’s photographs, taken across Maryland, Washington, DC, Virginia, and well beyond. The Reed Photo Collection (1898-1960) highlights the images that have been researched and identified, gathered into 200+ blog posts that offer vivid glimpses of everyday life more than a century ago.
Featured subjects range from the Black Rock Grist Mill, Rockville Water Tower, and C&O Canal to the 1939-1940 New York World’s Fair, Rockville Fair dirt track races, trolley cars, the Wright Brothers’ airplane, and the Quebec Bridge, once called the “Eighth Wonder of the World.” Particularly striking are the images documenting the devastation of the 1936 Gainesville, Georgia tornado, one of the deadliest in U.S. history; many photographs in this collection have never before appeared in print.
Lewis Reed’s legacy
Lewis Reed’s photographs have become an essential visual resource for local historians and have appeared in respected publications as well as historical television programs, including American Pickers, Science Channel’s Impossible Engineering, Maryland Public Television, and the PBS American Experience series.
In Montgomery County, his work is woven into the landscape: if you see a historical marker by the roadside, there is a good chance it features one of his images. His photographs appear on markers such as the Andrew Small Academy and Origins of Darnestown markers, the Baltimore & Ohio Railroad Station marker in Gaithersburg, From Trolley to Trail in Bethesda, the African American Heritage Walking Tour in Rockville, and the 19th Century Crossroads marker in Darnestown, as well as on an interpretive sign along the trail at Watters Smith Memorial State Park in West Virginia.
Early photographic “special effects”
One especially intriguing part of the collection is Lewis Reed’s experimentation with manipulated images. Long before digital cameras and Photoshop, he was creating imaginative “special effects,” a full century ahead of his time. His techniques included hand-tinting, double exposures, applied handwork, and playful compositions that introduce ghostly figures into the frame, all achieved with the limited tools of the early twentieth century. These experiments reveal not only technical skill but also a remarkable sense of creativity and humor.
Preserving historical authenticity
All images presented here are scanned from prints made from Lewis Reed’s original glass plate negatives, which were commonly used from the 1880s through the late 1920s. No digital retouching or alteration has been applied, preserving the photographs as faithfully as possible and maintaining their historical character.
Click here to step back in time and explore the lives, places, and stories captured through Lewis Reed’s camera.
From Horsepower to Headlines: Reed Brothers’ Early Auto Ads
Advertisements do more than just simply pitch a product, they capture a moment in history. The following early auto ads placed in local newspapers by Rockville Garage/Reed Brothers Dodge do more than mirror the evolution of automotive technology and related advertisement, they present a snapshot of the motoring experience.
Auto ads at the end of the 19th century were similar to the printing technology at that time. Especially at the start of the century, the vintage car prints didn’t have any vehicle image on them and most used black and white paper. But as soon as the 20th century started, vehicles started to appear on the ads with a lot of font style variation. The history of branding begun at the start of the century. However, they used a uniform approach of black and white images, and more focus was on the safety and speed of the car.
The first ever car advertisement in 1898 featured the headline “Dispense With a Horse” and simply sold the benefits of the Winton Motor Carriage. The ad showed that it’s not costly to maintain, its speed is 20 mph, and it had no odor. In the end, the ad compared it with the horse saying that a horse would never be able to do these tasks.
The first ever car advertisement by the Rockville Garage was placed in The Washington Herald less than 20 years later. During the early years, Reed Brothers represented several franchise nameplates along with Dodge, including Oldsmobile, Hudson, and Essex. The Hudson and Oldsmobile were sold at Reed Brothers from roughly 1917 through 1923. Through the years the ads have definitely improved from a timeless, artistic aspect; however the older ads definitely transport you back to a simpler time, both in the car world and in American history.
The Washington Herald, Monday, March 5, 1917
The Montgomery County Sentinel. May 02, 1919
The Montgomery County Sentinel. June 20, 1919
World War I, and the food shortage that came along with it, was a defining moment in history and a direct cause of the rise of the lightweight tractor. — Rick Mannen, editor, Antique Power.
The Montgomery County Sentinel, April 18, 1919
A demonstration of The Bates Steel Mule Tractor will be given on the farm of J.B. Diamond, Jr., near Gaithersburg, on December 3rd and 4th by the Rockville Garage.
Upside Down to Prove Its Strength
We make this test at our store to show the strong, rigid body construction of the Hudson and Essex Coaches. In this position it is supporting a crushing load of 2700 pounds. Come see it. Test the doors and windows, which operate with ease, showing a total absence of body strain.
Rockville Garage Hudson-Essex Advertisement: The Evening Star, Washington DC, March 1, 1923
Dependability, The Dependables (1920s-1967)
Capitalizing on their reputation, the Dodge Brothers used their name, “Dodge Brothers” followed by “Reliable, Dependable, Sound” to market their products. Devoted Dodge customers raved about the rugged construction, quality, and power of their vehicles. Buyers consistently commented that this was a car that could be depended upon. In a Dodge marketing stroke of genius, Theodore MacManus coined the word “dependability.” Dodge was using the term in advertising from around 1914, and by the 1930’s, the word was appearing in dictionaries, and soon found its way into common, everyday usage.
Montgomery County Sentinel. Feb 25, 1927
Dodge “Punishment Pit” – Torture Makes Them SAFER!
Rather than trying to compete with other manufactures with claims of mechanical prowess, Dodge tried a different approach in 1933 with their “Show Down” Plan.
Did you know that Dodge Brothers corporation had a “punishment pit”? This pit was a new type of automobile proving ground that was regarded as the quickest and most satisfactory way of finding out how an automobile can stand up under treatment of the most severely abnormal sort. Before Dodge introduced its latest models, some of the test cars were tortured in the punishment pit for as long as 600 hours.
The Montgomery County Sentinel. August 24, 1933
The 1930s seemed to be the last great age of the publicity stunt for automobiles. Radio had already made inroads, and within a decade or two television would become the next great medium to reach the masses, but in the 1930s promoting new cars to a nationwide audience still took some creativity, something that Dodge had plenty of.
The Dodge Boys White Hat Specials (late 1960s)
In the late ’60’s, The Dodge Boys “White Hat Specials” were part of Dodge’s marketing and advertising campaigns. In these ads, the Dodge sales people, “the Dodge Boys,” were referred to as “good guys in white hats” and portrayed as friendly, helpful, and customer-oriented, as well as able to “beat the competition to the draw.”
Here are clips from a two-page ad that Reed Brothers ran in The Gaithersburg Gazette on Thursday, August 26, 1965 to promote their 50th anniversary. The title of the ad reads: “The Dodge Boys and Reed Brothers celebrate a 50 Year Success, 1915 to 1965! If you need a New or Used Car, come in today and cut yourself a “Slice of Savings…”
The Gaithersburg Gazette. Thursday, August 26, 1965
The Gaithersburg Gazette. Thursday, August 26, 1965
Former Employee Spotlight: Meet Phil Vetter
At Reed Brothers Dodge, our legacy is built not just on the cars we sell or the buildings we’ve called home, but on the dedicated people who have shaped our history for over a century. Today, I am proud to introduce you to one of the dealership’s most respected and long-serving employees: Phil Vetter.
Phil Vetter was an integral part of the Service Department at Reed Brothers Dodge for more than 3 decades, serving well into the late 1970s.
Phil Vetter’s journey with Reed Brothers Dodge began in the early 20th century, a time when Rockville, Maryland was still a small town and the automobile industry was just finding its wheels. From his earliest days, Phil stood out for his unwavering commitment to customer service. By 1951, he had already become an integral part of our management team, working alongside founders Edgar and Lewis Reed as well as other key figures like Lester Wilson and Leo C. Murray.
Phil’s expertise quickly earned him the role of Service Manager, where he oversaw a busy department of factory-trained mechanics. One of Phil’s most memorable moments came in 1972 at the Washington Auto Show. There, he represented Reed Brothers behind the wheel of a custom-equipped Dodge Charger “Topper Special,” showcasing not only Chrysler’s latest technology but also our dealership’s commitment to staying ahead of the curve. Whether managing day-to-day operations or representing the dealership at high-profile events, Phil was always a trusted ambassador for Reed Brothers’ values.
Phil’s career spanned some of the most transformative years in both local history and automotive culture. He witnessed, and helped navigate, the dealership’s move from its original location at the triangle through several major remodels, and finally into it new location at 15955 Frederick Road in 1970. Throughout these changes, Phil ensured that our service department remained at the cutting edge while never losing sight of what mattered most: people.
Breaking Ground for the New Location, 1970. From left: Edwin Becraft, Phil Vetter, George Ward, Lee Gartner, President (others unknown).
Phil Vetter wasn’t just an employee, he was family. We are proud to honor his legacy, not only as an exceptional Service Manager, but as a lasting pillar of the Reed Brothers family and the community it served.
More Than Just Motors: The Enduring Link Between Reed Brothers Dodge and the MCPD
When you look back at the history of Montgomery County, Maryland, certain names are synonymous with the growth of the region. Reed Brothers Dodge is certainly one of them, but while we are often remembered as the first Dodge dealership in the area, our history is also deeply intertwined with the very foundation of the Montgomery County Police Department (MCPD). This connection wasn’t just about the cars and motorcycles; it was about the people who kept them on the road.
This is the first known photograph of the entire Montgomery County Police Force Motor Unit. Pictured left to right: Earl Burdine, Lawrence Clagett, Guy Jones, Chief Charles Cooley, Leroy Rodgers, and Oscar Gaither. Photo taken by Lewis Reed on July 4, 1922.
The relationship between Lewis Reed and the MCPD began on the department’s very first day of duty: July 4, 1922. On that historic morning, Chief Charles Cooley and his five original officers gathered at Reed Brothers Dodge to have their first official group photo taken. At the time, the department was a “mounted” unit on Harley-Davidson motorcycles. Because modern, branded dealerships didn’t exist yet, Reed Brothers served as a vital hub for sales and service. Lewis Reed and his brother Edgar were motorcycle enthusiasts who had founded Rockville’s Park Avenue Motorcycle Club a decade earlier in 1912, and their expertise made the dealership the natural home for the county’s early fleet. In those early days, each officer was allotted $300 a year for motorcycle upkeep, and our shop was where much of that vital work happened.
As the decades passed and the MCPD grew into a modern force, the need for expert maintenance grew with it. The department eventually established its own internal garage, but they didn’t have to look far to find the best talent to staff it. The “Reed Brothers standard” was so well-regarded that the police garage specifically recruited veteran mechanics from the dealership. By the late 1970s, two of our most skilled technicians, Ben McGowan and John Hall, transitioned from the service bays at Reed Brothers Dodge to work for the Montgomery County Police garage. Ben, an electrical and AC specialist, and John, a Maryland State Inspector and ASE-certified mechanic, brought a wealth of “under-the-hood” knowledge to the county.
This pipeline of talent from the dealership to the public sector highlights a beautiful piece of Rockville history. It shows that Reed Brothers Dodge was more than just a business; it was a training ground for the craftsmen who kept the county moving. When we see photos of those early 1922 officers on their Harleys or hear stories of the police fleet in the decades that followed, we aren’t just looking at machines. We are looking at the legacy of men like Lewis Reed, Ben McGowan, and John Hall– the hands that built, serviced, and supported the safety of our community for over a century.
First motorcycle club in Rockville, Maryland. One Harley Davidson, one Indian, and Three Excelsior motorcycles on Park Avenue, 1912. Lewis Reed, far left.
As the curator of these archives and the granddaughter of Lewis Reed, I feel a great sense of pride in preserving these connections. Seeing the faces of men like Ben McGowan and John Hall reminds me that our family business was built on the shoulders of dedicated craftsmen who served their neighbors and their county. It is a legacy of service that I am honored to document and share with you today.
Then and Now: Hotel Cape May, 1919
People have been visiting Cape May, “the nation’s oldest seashore resort,” for longer than America has been a country. That makes Cape May the perfect place to look back on over 100 years ago and from today — then and now.
A bit of Hotel Cape May history: The Christian Admiral, formerly Admiral Hotel and Hotel Cape May, was a luxury beachfront hotel located in Cape May, New Jersey. Opened in 1908, as the Hotel Cape May, the ornate hotel was abandoned five years later due to bankruptcy. It was then sold at a Sheriff’s sale. The hotel was leased by the War Department as a hospital from 1918-1919 during WWI. Afterwards, it was again abandoned. In 1932, the Admiral Hotel company purchased it and renamed it the Admiral Hotel. They too went bankrupt in 1940. The military returned for WWII from 1941 to 1945 and afterwards it was once more sold at Sheriff’s sale. It opened and closed multiple times before being abandoned again in the 1950s. Reverend McIntire saved it from demolition in 1963, and operated it until his organization too, went bankrupt. The Christian Admiral never made a profit for any of its owners and was the cause of six bankruptcies. Nonetheless, it was a gorgeous hotel and one of the most recognizable and beloved buildings in Cape May. The people who liquidated McIntire’s organization shopped the hotel around, but it was deemed too far gone to save. Engineer estimates were $20 million and above, just to make it structurally sound and from $60-$80 million to restore it. The hotel was razed in 1996.
Hotel Cape May (THEN): The Christian Admiral Hotel, originally known as the Hotel Cape May, was erected in the Beaux-Arts style between 1905 and 1908. When opened on April 11, 1908, it was the world’s largest hotel. Completed behind schedule and over budget, Hotel Cape May was part of a development project intended to bring wealthy visitors to the city and rival East Coast resorts such as Newport, Rhode Island. During its existence it would undergo five bankruptcies and ownership changes.
Edgar was a partner with his brother Lewis Reed, in Reed Brothers Dodge. During WWI, Edgar served as a Sergeant in the U.S. Army Medical Corps from February 1918 to August 1919 and had been posted to GENERAL HOSPITAL NO. 11 in CAPE MAY, NEW JERSEY. The spirit of patriotic service which swept the country prompted many persons to offer their properties to the War Department for hospital purposes. These offers included buildings of every conceivable kind, such as department stores, private establishments, hospitals, and properties in large cities. It was found that many of these could be obtained and converted into hospitals much more expeditiously than barrack hospitals could be constructed, and at less cost.
The Surgeon General recommended that the War Department authorize the leasing of the Hotel Cape May for use as a general hospital on December 18, 1917. The Hotel Cape May was located on the Ocean Drive, at the eastern end of the city, and within 100 feet of the beach of the Atlantic Ocean. Opened first as GENERAL HOSPITAL NO. 16, the designation was changed to GENERAL HOSPITAL NO. 11, March 14, 1918. The enlisted personnel were quartered in tents which were located to the rear of the building.
Hotel Cape May as it looked in 1919. Photo by Lewis Reed.
The Christian Admiral Hotel (NOW): In 1991, the hotel was closed by Cape May City officials. The hotel was demolished in 1996 and the site was reused for a development of single family homes. The demolition of the hotel placed the city’s National Historic Landmark status at risk.
The Christian Admiral Hotel, late 1970s. Closed by Cape May City Officials, 1991 for want of tens of millions of dollars to bring up to modern codes. Destroyed: Feb, 1996.
New Year Greetings from Lewis and Edgar Reed, 1950
As another year begins, it feels fitting to look back at a New Year greeting shared more than seven decades ago. In the December 29, 1949 edition of the Montgomery County Sentinel, Edgar and Lewis Reed offered a warm message to the community:
“May the year ahead be all you want it to be.”
Simple and sincere, those words still resonate today. They reflect not only the spirit of the season, but also the long-standing connection the Reed family had with Montgomery County and the people they served. In that same spirit, I would like to extend my heartfelt thanks to all the visitors and followers of this blog. Your interest, comments, and support help keep this local history alive and meaningful.
Wishing you all a very Happy New Year, and every good wish for a safe, healthy, and prosperous 2026.
Books
Related Resources
Copyright Notice
Reed Brothers Dodge History (1915-2012) by Jeanne Gartner is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License.
Reed Brothers Dodge History 1915 – 2012 
Recent Comments