Tag Archive | rockville garage

Site History Shown With Sanborn Maps

For over a half-century at the triangle, Reed Brothers Dodge became a community icon and a local landmark for motorists traveling to and through Rockville. Recently, I have been interested in discovering more about the early history of the Rockville Garage, which was originally located in the triangle at the intersection of Veirs Mill Road and Rockville Pike. I wanted to know “what was there before” and “how and when it got there”. Sometimes it can be hard to imagine just what a building, street, or neighborhood looked like a century ago. A little bit of creative research can uncover a wealth of information in records that were intended to serve a different purpose, and valuable information can be found from unexpected sources like the Sanborn maps. This post features a series of historical Sanborn Fire Insurance Maps of Rockville to illustrate how Rockville Garage/Reed Brothers Dodge evolved in the city’s built environment from 1915 to 1960. Originally in color, the digital editions are line drawings only, but provide a great amount of historical data.

From the late-1800’s to the mid-1960’s, the Sanborn Map Publishing Company of New York City created complex footprint maps of approximately 13,000 American cities. Fires were an all-too-common danger, sometimes wiping out major portions of a block. Insurance companies went to great lengths to know what they were insuring. They periodically sent out map-making teams to gather information about the buildings in cities they served. Rockville was one of those cities. The Sanborn Fire Insurance Company produced maps of Rockville in 1892, 1897, 1903, 1908, 1915, 1924, 1949, and 1960.

In this post, I have included a zoomed-in map to show detail. Below the map is a photograph that provides a visual of how Reed Brothers Dodge grew over the years. (click images to enlarge)

Aug 1908 Rockville Sanborn Map

1908 Rockville Sanborn Map

Aug 1908 Rockville Sanborn Map (zoomed in)

Throughout the late 19th and early 20th centuries, Sanborn maps were regularly updated as cities and towns grew and changed. Specific changes in an individual site such as when a building was built, expanded, or torn down, can often be dated within a reasonably accurate time frame, depending on how many different map editions for that city are available. These maps provide a very detailed picture of Reed Brothers Dodge at different stages in its history.

The Aug 1908 Sanborn map shows the junction of Rockville & Georgetown Turnpike and Washington Road before the Rockville Garage existed. The map reveals three, two-story dwellings. Letters A, B, and C in front of the dwellings are arbitrary identifications supplied by the Sanborn Map Company. These identifications were necessary in the absence of official numbers actually posted on the buildings.

The Montgomery County Agricultural Society fairgrounds (aka Rockville Fair) was located directly across the Rockville & Georgetown Turnpike. Compared to the Rockville of today, the sparseness of structures in this 1908 map really stands out.

Nov 1915 Rockville Maryland Sanborn Map

1915 Rockville Maryland Sanborn Map

Nov 1915 Rockville Maryland Sanborn Map, Sheet 5 (zoomed in)

The zoomed-in image of the Nov 1915 map shows the one-story Rockville Garage at the junction of Rockville & Georgetown Turnpike and Washington Road. Lewis Reed and brothers Robert and Griffith Warfield established the Rockville Garage in this location after acquiring the building from Lee Ricketts and Sons in July 1915. These maps are quite specific, not only in representing graphically the dimensions of buildings and spaces around them, but also in the details of the construction materials and activities that took place there. Notes on this map indicate that the garage had a 15-car capacity as well as a single gasoline pump. You can also see notes written in regarding building features such as “Heat: Stove In Office”— “Lights: Electric”— “Earth Flr”. They also noted the buried gas tank and where it was located with a small circle. The number “28” represents the official designation for the block provided by the city or arbitrarily by the Sanborn Map Company. The triangle is currently occupied by Rockville Garage, five two-story dwellings, and one vacant lot. In 1916, Lewis Reed purchased 6 lots in Rockville (Land Record, 294/375) and began his expansion in 1917 with a two-story addition behind the original garage.

Note: “CADIZ ALLEY” is an arbitrary designation supplied by the Sanborn Map Company in the absence of a suitable official name. “Cadiz Alley” would later become “Dodge Street”.

1915 Rockville Garage

Original 1915 Rockville Garage located at the intersection of Veirs Mill Rd and Rockville Pike. The single gas pump can be seen in front. The roofs of three two-story dwellings are visible behind the garage.

Nov 1924 Rockville Maryland Sanborn Map

1924 Rockville Maryland Sanborn Map

Nov 1924 Rockville Maryland Sanborn Map, Sheet 7 (zoomed in)

This enlarged view from the 1924 map shows the garage capacity increased to 30 cars. If you look closely, you can see the annotations “G.T.” by four open circles—these indicate the gasoline supply is stored in tanks buried just in front of the building. Solid black circles mark the location of fire hydrants. The dealership’s Office is identified by “OFF”. Saint Mary’s Church and Cemetery is also visible where it still stands today. Other notes written in regarding building features include “Heat: Steam”— “Lights: Electric”. The small circles in the corners of the main building indicated it had a slate or tin roof. The numbers immediately in front of the buildings facing the streets are the official address numbers.

1921 Reed Brothers Dodge

Reed Brothers Dodge got a new remodel in 1921. The original part of the garage was converted into a new car showroom and the service operation was moved out into the rear portion of the building. The Rockville Fairgrounds are beyond the boarded fence. Photo by Lewis Reed

By tracking Reed Brothers Dodge on successive Sanborn maps—1915, 1924, 1949 and 1960—I have confirmed a couple of things. First, Lewis Reed purchased a total of 6 residential lots in the triangle to expand his business. The expansions took place over the course of about 50 years—from 1917 to about 1953. Second, and more curiously, sometime between 1924 and 1949, Cadiz Alley became “Dodge Street”. The street was named “Dodge Street” by the State of Maryland sometime following the dealership’s 1941 expansion. The number “28” marks the spot where Reed Brothers constructed completely new buildings for the Parts and Service Departments.

June 1949 Rockville Maryland Sanborn Map, Sheet 10

1949 Sanborn Map Rockville

June 1949 Rockville Maryland Sanborn Map, Sheet 10 (zoomed in)

After 1924, there is a large gap in the sequence of Sanborn maps, and the next survey was published in 1949. This map shows the expansion of the showroom and Gulf Gas Station that took place during the mid-1930s.  At about the same time as the gas station was remodeled, Lewis Reed split up the Sales and Parts and Service operations by constructing a complete new building; it was located at the intersection of at Montgomery Avenue and Dodge Street. In this image of the June 1949 map, you can see notes written within the “Auto Repair” building regarding construction materials such as “Cinder Block”—“Steel Trusses”— “Pilasted Walls”—”Conc. Fls”. This map reveals that Reed Brothers has implemented automatic sprinklers throughout Auto Sales & Service as indicated by the symbol “AS” within a circle. The solid black circle with “D.H.” at the top of the map identifies a Double Hydrant. New buildings for Auto Sales & Service and Auto Repair have replaced dwellings A, B, and C. One remaining two-story dwelling stands near the back of the dealership, in front of the new Parts and Service building. Block number (28) has been changed to “97”.

1936 Reed Brothers Dodge

Mid-1930s aerial view of Reed Brothers at the intersection of Veirs Mill Road and Rockville Pike. A two-story house stands behind the dealership. Photo taken by Lewis Reed from a Goodyear Blimp that came to the dealership in the late 1930s to promote tires.

June 1949 Rockville Sanborn Map, Sheet 10, Revised Jan 1960

June 1949 Rockville Sanborn Map

June 1949 Rockville Sanborn Map, Sheet 10, Revised Jan 1960 (zoomed in)

This final map is a new report that was updated in Jan 1960. Due to changes in the highway in 1953, Reed Brothers began an extensive remodeling and rebuilding program. The program consisted of a sizable addition to the service shop which enlarged the showroom area and housed the Parts Department. Two-thirds of the original location at the junction of Montgomery Avenue and Veirs Mill Road was razed and a modern Gulf Service Station was erected. The zoomed-in map reveals the new Gulf “ice box” design filling station in front. The last two-story house was demolished and replaced with a parking lot and used car lot, which now completes the triangle.

1960s Reed Brothers Dodge

1960s aerial view showing the used car lot where previously stood a two-story house. Photo by Lewis Reed

Today, Sanborn maps are rarely used by insurance companies, having been supplanted by new technologies. However, these maps remain a vital source of historical information. The Sanborn Fire Insurance Company’s maps are a great way to get a visual sense of the development and changes that took place in the city over time. Today, they can be invaluable for uncovering a business’s long-lost historical details.

Notes: All map screenshots in this post are courtesy of the Library of Congress digital collection of Sanborn maps.
The original Sanborn maps were printed in color, so some details from the original historical maps do not show.

Reed Brothers Beginnings at the “Triangle”

Woodrow Wilson was President of the United States; the Green Bay Packers did not yet exist; the United States was two years away from joining World War I; the cost of a stamp was two cents, and Reed Brothers Dodge in Rockville, Maryland was founded. It is a family business history that parallels the evolution of the American automobile industry itself.

1915 Rockville Garage

1915 Rockville Garage located at the intersection of Veirs Mill Road and Rockville Pike. The sign on the right side of the Garage reads Gasoline, Fisk Tires and Supplies. Note the single gas pump in front. Rockville Garage had the first Gulf gas station in the still-rural Washington D.C. area.

One hundred years ago, the direction of the auto industry was uncharted territory to be explored by many people. Lewis Reed was an enterprising young man who put his future in the fledgling automobile industry. Although the specific motivation for Lewis Reed to go into the automobile business is not clear, the 1910s was a period of exponential growth in the American automobile industry, and with a location on the major east-west route through Rockville, a town that was on its way to becoming a satellite community of Washington, D.C., he was well positioned for success.

The 1910 census indicates that 23-year old Lewis Reed was working as a machinist. In 1915, Lewis Reed and brothers Robert L. and Griffith Warfield established Rockville Garage after acquiring the building from Lee Ricketts and Sons who had the Overland Agency. In 1918, Lewis Reed bought out Rockville Garage from the Warfield’s and changed the name to Reed Brothers Dodge. Soon after opening the doors to his dealership, Lewis Reed started to expand. In 1917, a two-story addition was added. The first floor housed the Service Department and upper floor was used for parts storage. At the left side of the two story building was a narrow vehicle entrance that led to the service department in the rear. A house can be seen behind the addition. Lewis Reed later purchased the remaining five residential lots to expand his dealership in the back.

1917 Rockville Garage

1917 Rockville Garage with two-story addition. Photo by Lewis Reed

In addition to Dodge Brothers Motor Cars, Rockville Garage carried Hudson and Oldsmobile. To survive the early days in the automobile business, most dealerships sold several makes of cars. Cross-selling was an acceptable business practice until the late 1940s when brand loyalty took hold. Also by then, the vast number of automobile manufacturers had been pared down. Reed Brothers got a new remodel in 1921, and an island with three new modern gas pumps were added. By this time, gasoline retailers had determined that placing gas pumps on an “island” in front of the station, where drivers could approach from either side, provided the most efficient station layout.

Reed Brothers Dodge 1922

Reed Brothers Dodge got a new remodel in 1921. The original part of the garage was converted into a new car showroom and the service operation was moved out into the rear portion of the building. Note the modern gas pumps. Photo by Lewis Reed.

In the late 1920s, a second story was added to the showroom with a glazed front looking out onto Rockville Pike on the right. A modern drive-through canopy was added along with new gasoline pumps and Dodge Brothers Motor Car and Graham Brothers Truck signage. “That Good Gulf” was one of the the Gulf Refining Company’s marketing slogans for a number of years during the twenties and thirties. Another interesting detail is the placement of floodlights on the canopy roof pointing at the signs.

Reed Brothers Dodge 1922

That Good Gulf Gasoline drive-through filling station with canopy and gasoline pumps were added in the late 1920s. Photo by Lewis Reed

The new car showroom below is filled with late 1920s Dodge Brothers new car models. The high ceilings and mezzanine floor gives an air of elegance to the showroom and the expanse of windows on the front extends the full width of the building. Locating a showroom “in relation to traffic” was of the utmost importance. The showroom faced the triangle at Veirs Mill Road and Rockville Pike which gave the dealership maximum visibility to the largest volume of cross traffic. Behind the large plate glass windows and an awning above was the product — the new car. It appears the showroom could accommodate 4-5 new automobiles. An upper floor mezzanine housed the dealership’s Parts Department and storage area. This level was accessed by a wide, open staircase. All of the elaborate design features inside, such as the high ceiling, wood railings, and mezzanine were usually reserved for upscale dealerships. To find this level of construction expense in a dealership selling mid-priced cars was extremely rare.

1920 Dodge Showroom

Late 1920s New Car Showroom. Photo by Lewis Reed

In 1930, Reed Brothers added the Plymouth line. Even though times were tough during the Great Depression, Reed Brothers was doing well enough to finance another facelift and renovation; the front of the Gulf Gasoline Station and the canopy was remodeled as shown below during the mid-thirties.

Reed Brothers Dodge 1936 After WW II and the Addition of Gulf Gas

The forth update to the showroom and Gulf Gas Station during the mid-thirties. Plymouth signage can now be seen on the side of the building along with Dodge. Photo by Lewis Reed

After years of hard work that also helped to establish an excellent reputation, once again Reed Brothers Dodge needed to expand. At about the same time as the gas station was remodeled, Lewis Reed split up the sales and parts and service operations by constructing a complete new building; it was located at the intersection of at East Montgomery Avenue and Dodge Street. The showroom was ideally located at the intersection of two streets, with a large curving window placed within the field of vision of approaching traffic and designed in such as way as to increase drivers’ viewing time. The corner showroom window simulated a “corner statement.”

1936 Parts and Service Dept

In 1936 Reed Brothers constructs a complete new building for the Parts and Service Departments. Photo by Lewis Reed.

At this point, eight new cars and trucks were being sold each month, along with a number of used car sales. Many purchases at the time, as had been the custom for years in the automobile business, were still initiated at a prospect’s home or job site; as many of the customers were farmers, the Reed’s had an active team of salesman in place who called on prospects right on their property.

Due to changes in the highway, Reed Brothers began an extensive remodeling and rebuilding program. Two-thirds of the original location at the junction of then Route 240 and Veirs Mill Road was razed and a modern Gulf Service Station was erected. Below is a mid-1960’s photo of the Reed Brothers Dodge Gulf Gasoline station. The famous Gulf “ice box” design dates back to late 1930’s and there were probably more of these built than any single one of the later Gulf designs.

Reed Brothers Dodge Gulf Gas Station mid-1960s

The fifth update after 1953 reconstruction of new Gulf Gas Station. Photo by Lewis Reed.

Two great entrepreneurs, Lewis and Edgar Reed, built and sustained a business that lasted for more than a half-century at one location under one ownership, and earned a place not just in the history of Maryland, but in American automobile history as well. For 55 years at the triangle, Reed Brothers Dodge became a community icon and a local landmark for motorists traveling to and through Rockville.

Horsemobile?

Horsemobile

Early transportation powered by true “horsepower”. Photo taken by Lewis Reed, 1915

This fun and interesting photograph taken by Lewis Reed is one of my favorites. The photo shows William Beall in his 1915 Pullman in front of old St Mary’s Church and his younger brother Vernon on horseback “towing” him to Reed Brothers. The photo was taken from in front of Reed Brothers Dodge which was directly across the street from St Mary’s Church.

Several of the Beall family were original employees at Reed Brothers, including: Leonard Beall (paint/auto body shop), Otis Beall, Walter (Bud) Beall, and Mary Anna (Slater) Beall (Bookkeeper). Bud and Otis Beall were two of Reed Brothers’ original Gulf Gasoline Station attendants.

Horsemobile

Rockville Garage Hudson Motor Car Ads (1919-1920)

The advertisements in this post do more than just simply pitch a product, they capture a moment in history. A moment in history when Lewis Reed’s Rockville Garage 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.

Hudson introduced the Essex brand in 1919. The Essex was intended to compete with Ford and Chevrolet for budget-minded buyers. The Essex offered one of the first affordable sedans and by 1925 the combined Hudson and Essex sales made Hudson the third largest automobile manufacturer in the United States.

Prior to the advent of television and radio advertising, print media was the most popular form of advertising and most car ads were black and white. The following ads distributed by the Lambert Automobile Company in The Baltimore Sun newspaper advertises the Hudson and Essex automobiles.

In addition to franchise car dealers, there were also factory stores. In the early days, the factory stores did the national advertising. A factory store, also known as a branch store or branch dealer, was a dealership owned and run by the manufacturer. A list of area Dealers was placed in fine print at the bottom of the ads. Rockville Garage, Rockville, Md, is highlighted in yellow on each of these ads.

1920s Hudson & Essex ads

The Baltimore Sun 2 March 1919

By the 1920s, Hudson and Essex Motor Car advertisements featured elegant architectural borders with static drawings of their cars; some ads never pictured people during this period.

1920s Hudson & Essex ads

The Baltimore Sun 30 May 1920

1920s Hudson & Essex ads

The Baltimore Sun 29 Aug 1920

1920s Hudson & Essex ads

The Baltimore Sun 25 Jan 1920

1920s Hudson & Essex ads

The Baltimore Sun 24 Oct 1920

1920s Hudson & Essex ads

The Baltimore Sun 21 Nov 1920

1920s Hudson & Essex ads

The Baltimore Sun 17 Oct 1920

1920s Hudson & Essex ads

The Baltimore Sun 13 Jun 1920

1920s Hudson & Essex ads

The Baltimore Sun 10 Oct 1920

1920s Hudson & Essex ads

The Baltimore Sun 1 Feb 1920

1920s Hudson & Essex ads

The Baltimore Sun 3 Oct 1920

1920s Hudson & Essex ads

The Baltimore Sun 28 Mar 1920

1920s Hudson & Essex ads

The Baltimore Sun 30 Sep 1920

1920s Hudson & Essex ads

The Baltimore Sun 5 Mar 1922

A lot of old newspapers have found their way online and with digital archival, it’s easier to take a trip back through old newspapers than ever before. These ads were found on NewspaperARCHIVE.com, the largest historical newspaper database online.

 

Meet Grafton Reed

Grafton Reed 1921

Grafton Reed, Mechanic

Lewis Reed’s Rockville Garage started Sales and Service operations in 1915 with a handful of key employees. The original Rockville Garage, located at the intersection of Veirs Mill Road and Rockville Pike, had a 15-car capacity as well as a single gas pump. Grafton Reed was a brother of Lewis Reed and a part of the dealership’s first work force. Grafton started working  as a mechanic at the dealership in ca. 1918. According to his U.S. World War I Draft Registration Card, 1917-1918, his occupation at the time was listed as Garage Manager, Rockville Garage.

Grafton Reed

Grafton Reed (1885-1939)