Looking Back 50 Years Ago Today: 55th Anniversary and Grand Opening
Today marks 50 years since the Grand Opening of Reed Brothers Dodge new showroom and service facility. When the state widened the roads in 1970, Lee Gartner purchased 4.37 acres of land from Eugene Casey and relocated Reed Brothers Dodge to a new state-of-the-art showroom and Dodge/Chrysler/Jeep service complex on Route 355 at 15955 Frederick Road in Rockville Maryland.
Turning out to honor the company were several hundred dignitaries, officials, businessmen and friends. The new building, a complete automotive sales and service facility marked Reed Brothers 55th year of selling Dodge’s. The state-of-the-art dealership contained the newest customer-focused features throughout which combined technology and comfort. (click on any photo to scroll through gallery)
The new dealership provided a modern new vehicle showroom, 30 service bays, a comprehensive detail and car wash area, Parts Department, Body Shop, the newest technologies to service customer’s vehicles and provided customers with a convenient location to purchase and service their vehicle needs.
Design and construction of the new dealership was managed by the Glen Construction Company.
After 42 years of serving Rockville at this location, the dealership property went to settlement on August 30, 2012. Reston, Virginia-based Silverwood Companies put the former Reed Brothers Dodge dealership under contract, then won annexation into the City of Rockville, and ultimately conveyed the property to apartment builder, The Bainbridge Companies. Today, Bainbridge Shady Grove Metro pays homage to almost a Century of history by celebrating the golden age of the automobile with commemorative art on the former site of the iconic Reed Brothers Dodge dealership.
Before There Was Photoshop, There Was Lewis Reed…
If you take a look at the state of photography today, such as the advances of digital cameras and the artful image manipulation by Photoshop, it is easy to forget that back in the 1900s photographers couldn’t just go into a computer program and change their images any way they wanted. They did what they could with the tools they had. Double image exposure was one tool Lewis Reed had in his photography tool belt. He was doing crazy things to images and creating humorous effects over 100 years ago. With double exposure technique, you could create certain effects like placing the same person on both sides of a picture simultaneously. Photographs were pieced together in the darkroom from separate photographs.
Spotting these manipulated photos in Lewis Reed’s extensive collection has been both easy and difficult. It wasn’t until I viewed the high resolution scan that the modification jumped out at me. The photograph below taken at Black Rock Mill, highlights Lewis Reed’s photo manipulation. (click image to enlarge)
This is a double exposure photograph of Lewis Reed and the same two ladies with bundles of flowers appearing twice – standing on a bridge over Seneca Creek at Black Rock Mill – and on the left at the foot of the bridge. Photo by Lewis Reed, ca. 1905
With double-exposure technique, Lewis Reed learned how to make a subject appear twice in a frame, as if they had an identical twin. To capture these images, he would snap a picture of the subject in one position. Then, he would have to move into another pose before the following photo was shot. Rotating lens caps and special glass plates (the precursor to film) were also part of the process. The final image was then pieced together and developed in the darkroom from the separate photographs. The result was a playful and surreal approach to early photographs.
Double exposure technique often left a telltale vertical line running down the center of the image that is lighter than the left and right sides — a fuzzy stripe separating the two exposures. This is the area where the two exposures overlapped. The picture is lighter where the images overlap because the exposure value is doubled (causing over-exposure) in that specific vertical area. The left half of the image (standing at the foot of the bridge) ends where the light band becomes dark on the right side. And vice versa for the right half of the image (standing on top of the bridge).
Today we are accustomed to Photoshop and people manipulating images, but back in the early 1900’s photo manipulation was used as a form of whimsy.
Lewis Reed Photos in Film Premiere: The Three (Known) Lynchings of Montgomery County, Maryland
These are screenshots of three of Lewis Reed’s photographs that appeared in the premiere screening of “The Three (Known) Lynchings of Montgomery County, Maryland” held Sunday, November 15, 2020 at a virtual event sponsored by the Montgomery County Lynching Memorial Project. (click any image to view photo gallery)
Jay Malin, filmmaker and photographer:
I haven’t seen anything else that gives as good an idea of what Darnestown or Rockville or an ordinary road in the county looked like in the day of the horse and buggy…. As a photographer, I know we most often fail to photograph the aspects of daily life that would really be of interest to future generations. So to have a photo of a horse and buggy on a county road or of the almshouse, which is probably the last thing most people would have thought to photograph, is really great.
I know if my grandfather was here today, I am certain he would be truly humbled and pleased that his photography is being used to help educate future generations.
Lewis Reed’s photos have also been featured in historical television programming, including on the national television show American Pickers, Science Channel Impossible Engineering, Maryland Public Television, and the American Experience History Series on PBS.
Montgomery County Lynching Memorial Project
Jay Mallin Photos
Blog Milestone: 300K Page Views
If you ever glance at the blog view counter on the right side of this page, you might have noticed that this blog just went over 300,000 views. After reaching this milestone, I would like to take the time to thank all of you who have visited, followed, shared, or commented on this blog. Visitors to this site on a daily basis continue to grow — we have been visited by folks from all fifty of the United States and 187 different countries world wide.
I have often been asked why I started this blog. For me, it’s because history is important. Sometimes we don’t know we need to do something until it’s handed to us, and once we have it, we suddenly see and feel its value. As we were getting ready to close the doors to the dealership for the last time in May 2012, I was standing in the empty showroom thinking about all the history, past achievements, and hardships the dealership had endured over the years. Few businesses can say they’ve lasted almost a century. It seemed a particularly pertinent time to start thinking about such a project, as it was a time of reminiscence, but also looking forward.
When I stop to think about what Reed Brothers Dodge has experienced over the last century, from World War I, The Great Depression, World War II, to three economic recessions, two energy crises, and numerous Chrysler setbacks — including the first Chrysler Bailout, the sale of Chrysler to Daimler, and the sale to the private equity firm Cerberus — I could not be more proud to be a part of such an amazing story. It takes resilience to weather 97 years in business. The dealership adapted itself multiple times in order to survive. Through the good times and the bad, Reed Brothers Dodge held on and prospered.
I felt it was important to take the time to ensure our history remained accessible for those who read it years from now, or decades from now, when I or other family members who know the story firsthand are no longer around to tell it. How Reed Brothers Dodge came into being, and how the company overcame the inevitable changes and challenges throughout almost a century of being in business — all adds up to a great story.
Creating this blog and sharing our business history has been the most rewarding endeavor of my life. I appreciate all of you for your continued support and making Reed Brothers Dodge History one of the places you visit during the course of your day.
Thanks for reading!
Jeanne Gartner, Blog Author
A WWI Tribute to Edgar Reed on Veterans Day
Veterans Day is a time to recognize the veterans in our lives — to honor their service for our country and show them that we appreciate their sacrifices made in our behalf. World War I began 106 years ago and later ended on November 11, 1918. In commemoration of Veterans Day, this very special post is in honor of the contributions Sergeant Edgar Reed made for our country during World War I.
Edgar Reed, partner with brother Lewis, in Reed Brothers Dodge. Photo taken ca. 1918 by Lewis Reed.
Edgar was a partner with his brother Lewis Reed, in Reed Brothers Dodge. I never got to know my great uncle Edgar like the rest of the Reed family, because he passed away the year after I was born. My mother told me she took me to the hospital right after I was born to meet Edgar, but of course, I have no recollection of that. I do, however, feel like I know him through all of the family stories and photographs I have spent archiving over the last ten years.
Edgar, center. Photo taken ca. 1918 by Lewis Reed.
Edgar at Hotel Cape May, New Jersey during World War I. Photo by Lewis Reed, 1918
On September 28, 1917 a draft for World War I began and the first 40 men reported for duty at the Montgomery County Court House in Rockville, Maryland. In the photograph below, cars are parked around the court house during the speech-making in the court room to drafted men. Montgomery County’s first recruits left Rockville by train for Camp Meade, Maryland on this same day. They each received a package of smoking tobacco and a rousing send-off from two thousand people after speeches at the courthouse, dinner at the Montgomery House Hotel, and a parade to the depot. About 160 Rockville men served in the eighteen-month war. One of those men was Rockville resident, Edgar Reed.
Montgomery County Court House. Note two tags on the cars; it was necessary to have DC as well as Maryland tags if the car was to be driven in DC. Photo by Lewis Reed, 1917.
Edgar Reed (1890–1951) was born in Darnestown, Maryland on October 17, 1890. On February 26, 1918 at the age of 27 years old, Edgar was enlisted into the U.S. Army as a Private. At this time, he lived on Montgomery Avenue in Rockville. He had been employed by R.W. Vinson, Rockville druggist for eight years.
On April 27, 1918, Edgar was promoted to the rank of Private First Class, and on February 14, 1919, he was promoted to Sergeant. According to “Maryland Military Men, 1917-1918”, Edgar served as a Sergeant in the U.S. Army Medical Corps from February 1918 to August 1919. He had been posted to GENERAL HOSPITAL NO. 16, NEW HAVEN, CONNECTICUT and GENERAL HOSPITAL NO. 11, 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 in New Jersey 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.
At eleven o’clock on the eleventh day of the eleventh month in 1918, World War I fighting came to an end when an armistice between Germany and the Allied nations went into effect. On August 4, 1919, Edgar was transferred to the Demobilization Center at Camp Lee, Virginia and was honorably discharged on August 6, 1919.
Pictured below is Edgar Reed’s World War I draft card, signed and dated June 5, 1917.
Below is Edgar Reed and friends returning home on the train after the war ended wearing the World War I “Victory Medal” on their lapels.
Edgar Reed, right. Photo by Lewis Reed.
This photo captures the moment Edgar Reed (left) and friends arrived home from World War I. Photo by Lewis Reed.
Edgar was fortunate enough to survive World War I and to settle back in Rockville and enjoy a successful life and career in the automobile business. After returning from the war in 1919, Edgar joined his brother in the business and the name changed to Reed Brothers Dodge. Edgar was in the automobile business with his brother, Lewis, for 35 years until his death in 1951.
So while we honor all who served this Veterans Day, on this day, I salute you Edgar Reed, and thank you for your service to our country.
Sources:
U.S. Army Office of Medical History
Ancestry.com
Maryland Military Men, 1917-1918
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 
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