Merry Christmas and Best Wishes for 2022!
Christmas 1944, exactly 77 years ago this holiday season, marked the last Christmas of World War II. The 1940s was a decade shaped by war, but the Christmas spirit and the act of good fellowship and kindness was still important to people even in times of hardship. The vintage holiday print ad below from Reed Brothers Dodge offers a window into how businesses of the 1940s pictured an idealized holiday season.
I would like to wish everyone who finds time during the course of your day to visit this blog a very Merry Christmas and a safe and healthy Happy New Year in 2022.
Jeanne Gartner
Blog Author
Dear Santa, Please Pause Here
This special post doesn’t have anything to do with Reed Brothers Dodge history, but it does have a lot to do with the founder’s daughter, Mary Jane (Reed) Gartner. In her younger years, Lewis Reed’s daughter (my mother) was a very talented ceramic and china painter. She painted the ceramic tray of Santa (below) for me Christmas of 2000 and entered it in the Montgomery County Agricultural Fair. Seventy-eight years old at the time, she won First Premium Prize. The tray is currently displayed in my dining room china cabinet and evokes memories of my childhood and makes me happy every time I look at it. I hope you enjoy this special post.
Some background about the image
Have you ever heard of an artist named Haddon Sundblom? No? Well you’ve seen his work. You could say he’s one of the most famous character designers ever. He created the iconic Santa we all know and love. The image, “Santa, Please Pause Here” was originally created by Haddon Sundblom who was commissioned by Coca-Cola company to develop advertising images using Santa Claus. He may have been paid as much as $1,000 per painting—a lot of money at that time (you could buy a car for $700). Based on Clement Clark Moore’s descriptions of St. Nick in “’Twas the Night Before Christmas,” Sundblom’s Santa Claus emphasized the rosy cheeks and snow white beard along with the now familiar suit and hat. A wide leather belt and brown boots completed the look.
From 1931 to 1964, Sundblom’s creations for Coca-Cola had Santa pictured as doing everything from delivering toys (and playing with them!), pausing to read letters, visiting with children who had waited up to meet him on Christmas Eve, raiding the refrigerators of several homes, warming his feet by the fire, and other activities — always with a bottle of Coke in hand or nearby. The Sundblom Santa became so popular that the images spread from print ads onto billboards, posters, calendars, plush dolls, and more.
Below, is the original Coca-Cola Santa Claus painting and sketches by Haddon Sundblom.
In 2001, Haddon Sundblom’s Santa Claus was creatively brought to life in a Coca-Cola ad video tribute, animated by the Academy Award-winning animator Alexandre Petrov.
So the next time you envision Santa Claus and maybe even have a simultaneous unexplained craving for a Coca-Cola, please give a wink and nod to the artist Haddon Sundblom. He was instrumental in defining the image of Santa Claus for us all.
Wishing the very best of the holiday season to everyone, and of course, Merry Christmas!
Reference: Coca-Cola.com
Trees of Christmas Past
With only a few days left until Christmas, I thought it might be fun to take a look at a couple of photos from Lewis Reed’s collection that show us what Christmas trees used to look like a century ago. In those days, there was not wide-spread agreement on exactly what a tree should look like, which made for a lot of creativity. Not surprisingly, they were very different than the perfectly shaped tress we have on display today.
The trees were big back then and always fresh. They went right to the ceiling and were very wide. Early Christmas trees were generally fastened onto a flat board surrounded with fence-rails, snow villages and carpeted with cotton blankets of snow. The tree in the photo below has an abundance of tinsel, which grew in popularity to the point that, by the 1920s, it was common to nearly cover the tree in the decorative material.
And what is tinsel exactly? Tinsel was designed to mimic the way ice looks, and the earliest tinsel was made from strips of real silver. It was only later that it became a Christmas tree decoration, employed to enhance the flickering of the candle flames. In the 1950s, tinsel became so popular that it was often used as a substitute for Christmas lights.

A small snow scene with what appears to be a miniature church is arranged at the foot of the Christmas tree. A popcorn garland adorns the tree. Photo by Lewis Reed
So, where did Washingtonians get their trees?
From The Evening Star, Washington, DC 23 December 1923:
Conduit Road on the long stretch between Glen Echo and Great Falls for many years has been a favorite hunting ground where hundreds and hundreds of families have customarily obtained scrub pine trees for Christmas week. Usually there is plenty of holly and some mistletoe to be found in the rugged and rolling hill lands which are the gateway to Great Falls.

No room for a star on the top of this tree! And just look at those big Santa and Angel dolls. Other fun little details are notable, including a miniature church with picket fence is arranged at the base of the tree. Photo by Lewis Reed
There’s a fine art to decorating Christmas trees that’s been developing since over 100 years ago. People consider lights, garland, ornaments, skirt, and more. But one thing that’s hard to resist sometimes is just filling every available space with decorations. Clearly, that was the case years ago too. What I like about these trees is that they are so randomly shaped and even misshapen. Folks back then didn’t trim them down to a more aesthetically pleasing symmetry like we do today.
Today, most Christmas trees are artificial and very symmetrical. Stringing lights and hanging ornaments are used mostly for decorating, since large bare spots are a thing of the past. Branches are clicked into place and limbs can be fanned out to accommodate whatever decorations you choose to add. Tinsel is long gone and lights now come in all types of sizes and styles. Tree lights can be set to not blink or programmed to flash in whatever sequence fits your mood. You have the control of exactly how you want your tree to look. It is a far cry from the trees of Christmas past.
Edgar Reed Helps Inaugurate The Legendary Normandy Shores Golf Club
Edgar Reed helps inaugurate the Normandy Isles Golf Course in Miami, Florida. The golf course opened for play on January 23, when Maryland visitor Edgar Reed had the honor of being the first player to tee off that morning and ended up shooting a 97. The golf course was officially dedicated on December 18, 1941.
History
Normandy Shores Golf Club is located on the northern end of Miami Beach in Miami-Dade County. In 1923, two mangrove-covered islands in Biscayne Bay were being developed by Henri Levy and his associates. In honor of Levy’s French heritage, it was renamed the Isle of Normandy and the streets were named after French towns and provinces.
The developers originally planned to create one large island with a golf course in the center, however, they ended up building two separate islands. Workers starting dredging and filling to create the South Island, now called Normandy Isles. Unsuccessful in building a golf course, the developers eventually sold the North Island, which would be later be named Normandy Shores, to the City of Miami Beach.
The City soon made plans to build a municipal golf course and began to dredge and fill to create the man-made Normandy Isles. In 1936, the City began working with William S. Flynn of the golf course architectural firm Toomey and Flynn. He planned to make this new course one of the sportiest municipal layouts in the country. Flynn made several visits to the site and after his inspection in December 1940 he stated “The laying out of the Normandy Isle course offered a different problem from any that I had undertaken before.” Flynn added, “On most of the jobs you are given a topographic map of the section and then it is up to the architect to make the holes as sporty as possible.” Normandy was just the opposite as it was drawn out first on paper and then the land was pumped in to fill the requirements.
Construction of the golf course took longer than expected due to the difficulties encountered growing grass on the spoil that had been pumped off the bottom of Biscayne Bay because of its heavy salt content.
The golf course opened for play on January 23, when Maryland visitor Edgar Reed had the honor of being the first player to tee off that morning and ended up shooting a 97. The golf course was officially dedicated on December 18, 1941.
The golf course underwent major changes in 1966, when the grade was raised several feet and 14 artificial lakes were added to address the flooding issues. The site of the old driving range became the new 18th hole and the former 18th became the new and enlarged driving range. Miami Beach Mayor Elliot Roosevelt (son of President Franklin D. Roosevelt and First Lady Eleanor Roosevelt) hit the first ball on the reopening of the golf course.
In 2008, the City of Miami Beach spent over $9 million to renovate the golf course. Golf course architect Arthur Hills was hired to redesign the aging course and bring it back to its former state of glory.
To learn more about the history of the course and its hometown, see a selection of historic and current images of the course, and learn about what the course is like today, visit the Florida Historic Golf Trail: https://floridahistoricgolftrail.com/courses/normandy-shores-golf-club/
Happy Birthday to Our Founder, Lewis Reed

This ca. 1965 photo of Lewis Reed was taken in the new car showroom at Reed Brothers Dodge original location at the triangle at Veirs Mill Road and Rockville Pike.
Lewis Reed was born in Darnestown, Maryland on November 25, 1887 and was the founder of Reed Brothers Dodge. When Lewis Reed opened his car dealership in October 1915, he never knew he was starting a family tradition that would be carried out for 97 years and three generations. He founded what would become the oldest Dodge dealership under the same family ownership in the state of Maryland, and one of the oldest in the entire United States.
Lewis Reed was just 27 years old when he started selling cars built by brothers Horace and John Dodge in Detroit. Few people jumped onto the Dodge Brothers bandwagon earlier than Lewis Reed, and not many have lasted longer. Reed Brothers was franchised as a Dodge dealership and service facility less than one year after the first Dodge automobile rolled off the assembly line. Lewis Reed was the first to sell Dodge cars in Montgomery County, Maryland and his company was the first Gulf gas dealer in the Washington, D.C. area. 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.
Lewis Reed was a member of the Gaithersburg Grace Methodist Church where he served as a member and Chairman of the Board of Stewards, a Lay Leader, and President of the Men’s Bible Class. He was one of nine original incorporators of the Gaithersburg-Washington Grove Volunteer Fire Department when it was created by charter in 1928. He was a Charter Member and Past President of the Gaithersburg-Washington Grove Fire Department and a member of the advisory board of the Rockville Branch of the First National Bank of Maryland. He belonged to the Masonic Lodge of Rockville, the Pentalpha Chapter of the Eastern Star and the Rockville Rotary Club. Before opening his Dodge dealership in 1915, Lewis Reed was one of the earliest and most prolific photographers in Montgomery County. Many of his photographs are now part of Montgomery History’s photo archives. Unsurprisingly, his love of both cars and cameras resulted in his taking numerous pictures of car culture all over the State of Maryland as it developed from infancy to supremacy.
Prior to World War I, Lewis Reed’s love of automobiles led him to becoming a chauffeur. Chauffeurs were not only trained to be proficient with their driving skills, but they also had to keep the luxury automobiles in tip top shape which is where his mechanic training would have come into play. He received his training as an automobile mechanic at the Pierce Arrow factory at Buffalo, New York, the Dodge and Hudson factories at Detroit and the Washington Auto College.
Active in the dealership daily until the day of his death, Lewis Reed passed on January 28, 1967 at the age of 79. Shortly after his death, the Senate of Maryland passed Senate Resolution No. 10, expressing “the deepest regret and sympathy of every member of this body,” describing Reed as “a kindly and loyal person completely devoted to his duties” which he carried out “with fairness and human understanding.” The resolution was sponsored by Senator Thomas M. Anderson, Jr. and Senator Louise Gore.
When you look back and consider what has taken place in the world in the past 100 years or so, you gain a perspective of what Lewis Reed faced. He overcame a lot of obstacles throughout his life. He steered his dealership through World War I, The Great Depression and World War II. When Reed Brothers had no new cars to sell for three and a half years and many dealers went bankrupt, he converted his car showroom into a display room and sold GE Washing Machines, Westinghouse Radios, and other large appliances. Reed Brothers Dodge occupied two locations, the original at the Veirs Mill Road and Rockville Pike intersection and the second at 15955 Frederick Road in front of the Shady Grove Metro.
Lewis Reed set an outstanding example through his success, but more importantly through his sacrifices and commitment to the community he served. Today, Bainbridge Shady Grove Metro Apartments pays tribute to the oldest Dodge dealership in Maryland with commemorative art on the former site of the iconic Reed Brothers dealership.

Bainbridge Shady Grove Metro Apartments now stands on the former site of the Reed Brothers Dodge dealership at 15955 Frederick Road. A sculpture now installed on the property pays tribute to the oldest Dodge dealership in Maryland history. More than 20 feet high, and over 6 feet wide, the public art is inspired by 1939 Dodge headlamps, and the fender of a 1957 Dodge pickup truck.












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