edford Mail Tribune
Groceteria and
Holly Theatre
Section
Secrnd Section
Eight Pages
Twenty-eighth Year
MEDFOliU OREGON, FRIDAY, SEPTEMBER 29, 1933.
No. 163.
M
SMGETER1A
INSTALL FINES!
E
QUPMENT
SUPER Fiji MRKETSOPEH SATURDAY
Holly Theatre Re-opens Saturday for First Run Pictures
Proprietors
Super Food Markets Latest
Expansion Step By Gates
and Lydiard to Provide
Best Service Obtainable
"You must keep on the front porch
If you want to see the parade" and
that Is the aim of the Groceteria
Super-food markets.
With the opening of the new meit
markets Saturday In Groceterias No.
t and No. 2. the last word tn santtv
tlon and refrigeration will be Intro
duced ot Med ford's public, as well as
some of the most attractive display
cases to be Installed In the city.
The white enamel cases, carrying
a black shadow-effect design as the
border, not only bring out the pleas
ing features to the eye, but contain
science's latest and moat acceptable
contributions to keep the meats at
the highest standard and quality
while they are In the cases, being of
fered to the public. W. A. Gates saio.
In an interview today.
Even Temperature
Each case has a three -ln-one sys
tem In the plate glass, which aids In
keeping the temperature Inside at an
absolute 35 degrees at all times. In
the front of the Froz-el cases, put
out by the Weber Showcase and Fix
ture company, and being Installed lo
cally by the Leonard Electric com
pany, there are three separate plate
glasses, and In the eliding doors in
the rear, there are two, with consid
erable space between. Even In the
hotteat weather the temperature In
side doea not vary.
"There is no wood where the meat
is stored, that It might absorb odors,
but only porcelain and metal com
pose the enclosures," Mr. Gates point
ed out. "The meat Is kept at a 35-
tiegree temperature, as at any higher
degree, there Is danger to the keep
ing quality. An automatic tempera
ture control la a part of the system,
and In the methods of refrigeration,
a contribution of science is the auto
matic regulation of the humidity."
Two sets of coils contained in the
cases are contributors to the syste
matic methods of regulating the
temperature.
Carefully Planned
The ultra-modern, all Frlgidaire
system, was carefully selected by Mr.
Gates and W. H. Lydiard, his partner.
Tom Trump, refrigeration and mar
keting engineer for the Weber Show
case and Fixture company made a
special trip to Medford to confer wttn
the owners, and personally aid In
finding the exact style of cases best
suited for the two Gatea and Lydiard
tores.
Completing his work laying out the
local markets, Mr. Trump flew to Chi
cago where he was called to arrange
plans for the Chicago Municipal mar.
ket.
These Installations, Mr. Gates stat
ed, are the first complete layouts In
the state, with the exception of Port
land, where the first one Is being in
stalled at the present time.
Besides the meat cases, the delica
tessen case, with a full front glais
has been obtained In the same de
sign by Groceteria Super-Food mar
kets, and will be used for fsncy
cheeses, sausages, and such articles
of food.
In each shop there will be a new
Dayton grinder, so that persons wish
ing to purchase sausage, may select
the cut of meat, and may see it
ground.
"We're killed the Joke about the
butcher weighing his hand." Mr.
Gatea ssld this morning, pointing to
the new Dayton scales be'-ng used at ,
the counter. The computing chart,
with prices, Is on the customer's !
aide, and la electrically lighted, so
that the purchaser can see the ex
act price for the amount.
Mr. Gates expressed the belief that
meats can be displayed Just as at
tractively on porcelain trays, which
will be sterilized regularly, and only
trsya will be used by tho two stores.
The cases are electrically illuminated,
the bulbs being on the outside, un
der a sheltering reflector.
A high gloss enamel that does nt
collect dust is being put on the wal's
In the bakery, the meat department
nd the room where the meat Is cut.
. In the new shops, the meat will not
b cut behind the counter, but In a
special room directly in back, which
will be open to the public for Inspec
tion at all times.
In this room will be a special place
for poultry drawing, and the fowls
will not be drawn on the block where
meat is cut. Mr. Gates aald.
Bond In Charge
The two shops will be in charge of
Norman Bond, who will be assisted
by two men at each store. Mr. Bond
is a well known mest man, and s
expected to sdd greatly to the suc
cessful operations of the stores.
Every mest cutter will be examined
by a physician at regular Intervals.
nd he must be able to pass the ex
amination in order to work In th
Oroceteria Super-Food markets. An
other Innovation In Medford frr
handling meat, and to Insure clean.i
ress. i that no meat cutter
handle any money. A special casn
register system, whereby the pin
ccaser receives a ticket and pays
cashier, will be installed.
Mr. Gates stated that In sever.il
frtaten ias prohibit mt cutte
handling monr and to insure clean-
lmeta to as jreat aa extent u pos- t
& is
MARLENE DIETRICH
OF
Holly Manager
Fine Theatre Renovated and
Placed In Tip-Top Shape
for Opening With .1:45
Matinee On Saturday
. A. "I'KOUIA MM." UATKS.
progressive business man mid south
ern Oregon booster, ,vbo has again
demonstrated his faith In Meilfonli
by expanding the business whleb
with YV. II. I.vdiard, he friunded near
ly 13 years ago.
pass M
A;
W. If. LYDIARD, pioneer Medford
piorervman, partner In Medford's two
great fnnd emporiums, the Oroceteria
Super-Food Markets, whnpe business
ability has contributed greatly to the
success of the enterprise which Sat
urday takes a new expansion step.
sible. the measures was adopted here.
He also stated that should grade A
r.'.eat regulations be adopted by the
department of commerce, as has been
suggested many times, but sllgnt
changes, If any, will be necessitated in
their shops by the new law..
Finest Meat Available
"Never beef, but steers." la s prom
ise we are making to the public as
to the type of meat we are carrying
in the two stores, Mr. Gates said.
"Fresh meats and milk are more au
ceptible to contamination than any
other kinds of food, and for this rea
son. the highest grades will be soid
by Gates and Lydiard.
"We now have ten atamped Swift
steers In their refrigeration chambers
for our Saturday sale," he stated.
Improvements have also been made
in the bakery at the Groceteria No.
1. with showcases in porcelain car
rying the same design as the meat
cases. The bakery Is situated next to
the meat shop.
In the bakery, meat market, foun
MARLENE DIETRICH
"Only first run pictures" Is the
policy that has been announced by
the Medford . Amusement company
which will open the Holly theatre
Saturday after
noon at two o'
clock with the
matinee showing
of Marlene Diet
rich In 'T h e
Song of Songs"
The 'theatre, lo
cated In the four
story building at
the corner of
Sixth and Holly
streets. Is now
being renovated
so that It will be
In tip-top shspe
for the grand re
opening.
Tn order that a glorified lighting
effect will be In evidence at the box
office, and beneath the brilliant mar
quee, a white enamel finish Is being
put on. The painting and decorating
is being done by tne Kunyan raint
shop.
"This is to be the home of the Med
ford movie-going public." Ernest E.
Marsh, manager, said today, concern
ing the opening, "and the world
finest products will be selected for
showing.
Mr. Marsh requested that the Med.
ford public feel at home In the lare
foyers where comfortable chairs and
davenports have been arranged. Rest
rooms are located on both the first
and second floor, and private tele
phone bootha have been placed In
the rest rooms, for out-going calls
only. Other calls are received at the
main office of the theatre.
The Holly theatre will specialize in
fine projection, aa Mr. Marsh has
made a study of electrical lines aa a
hobby. "We are selling the pictures
on the screen," the manager said.
"and we want to please our patrons
one hundred per cent."
The theatre will open Saturday with
a two o'clock matinee, the box office
opening at 1:45 o'clock, and & con
tinuous show will be presented the
Av v
I .-. . JIM-
Photo oy Peasleys.
KRNKST K. MARSH, long experi
enced In t he t neater business, who
comes to Medford from Portland, Ore.,
as new manager of the re-opened
Holly theater.
E.
F
REOPENED HOLLY
The fascination of the theatre was
something Ernest E. Marsh could not
forget so he left his position with
Commonwealth, Inc., property man
agers In Portland, and has accepted
the managership of the Holly theatre
here, which will open Saturday after
noon with a two o'clock matinee.
Mr. Marsh, who has had a wealth
of experience In the theatre business,
came to Oregon from Minnesota in
1922 and has msde his home in this
state since that time.
At Portland. Mr. Marsh was man
ager of the Columbia theatre or
Sixth street. Jensen and Von Her
berg's ace house. Prom that position
he went to Astoria after the fire, and
opened a wooden structure, completed
forty days after the xitt board was
nailed.
Two year latr, he was In charge
of the new Liberty theatre opened in
AMorla. with a sestlng capacity of
1020.
Leaving Astoria, Mr. Marsh return
ed to Portland, and took charge of
the Hollywood theatre, at the corner
of 41st and Sandy. Continuing in
the theatre business he then went to
Vancouver, Wash., taking over Mayor
Keegan's Interest in the three the
atrse operating there at that time.
At Cor vail la Mr. Marsh was man
aging the Whiteside and Majestic
theatres, until a few months ago. It
was then that he accepted the posi
tion to carry on a special campaign
on apartment houses for the Com
monwealth Investment company In
Portland.
"The urge to get back Into the
theatre work was too strong," Mr.
Marsh said. In an Interview today
' and I am very pleased to be in Med
ford, and I like the city."
Mr. Marsh Is charter member, No.
1 of Elks lodge No. 1046 at Aberdeen.
South Dakota, and Is a Shrine r. being
affiliated with Zurah temple at Min
neapolis. Minn. He la also a member
of Kl wants, International, having be
longed to the clubs in the various
cities where he has resided.
Mrs. Msrsh. who la now In Port
land, where they have their home,
plans to come to Medford In the near
future to Join Mr. Marsh.
WINES OF AUSTRALIA
BY
MONTREAL (UP) With a sale last
year of 60,000 gallons, the Australian
wine trade Is developing "very nicely"
In Canada, according to H. E. Laffer,
London, Britain, representative of the
Australia Wine Marketing board, who
has just completed a tour of Canada.
"The Australian wine Industry nev
er has attempted to compete with the
light wines of the continent, particu
larly the French type. In Canada,'
Laffer said "We realize we are up
against competition In price aa well
as In quality, and from the outset
Australian wines sought rsther to
compete with the wines of Portugal
and Spain."
E
MONTREAL (UP) The famous
"Spanish prisoner" who has been in
JsU since the days of the War of the
Spanish Succession, has bought a
mimeograph to aid him In his task
of finding someone to finance his
fight for freedom.
.During the last few weeks at least
30 Montreal merchants have received
letters from the mythical prisoner,
who la offering to give one-third of
a huge fortune he has hidden away to
anyone who lends him enough money
to renew his fight for freedom.
Apparently tired of writing so many
letters by hand, the prisoner now Is
using a mimeograph. The text of
every letter received here Is exactly
elike. The names of the 30 addresses
are cleverly Inserted In Ink or the
same kind and color as that used in
I the mimeograph.
tain and food department of the two
stores, the list of regular employes
now exceeds forty. Mr. Gates said.
Slaps Depression
"If each merchant, who has ceased
to make improvements during the
past four years, would try to mod
ernize his establishment at least fifty
per cent, Mr. Gates stated, the coun
try would forget depression."
Mr. Lydiard, who was busily en
gaged In his office this morning, go
ing over the Invoices for the new
equipment, said they were too large
for him to take any time off to make
.statements for publication,
remainder of the day. The same policy
will be carried out each Saturday and
Sunday, with continuous shows
starting at two p. m.
Plana for week-day shows are the
one matinee a day at two o'clock, the
box office opening at 1:45 p. m. In
the evening, the box office will open
at 6:45 o'clock, with the first show
atartlng at seven, snd the second
show at nine.
"Our shows will start absolutely on
time, and regardless of the number
of people present, every performance
will start at the exact time announc
ed," Mr. Marsh declared.
In addition to the first class run
of features, short reels and subjects
of a large variety are to be presented
on each program. A well balanced
showing lnoludlng travelogues, acenlc
runs, comedies snd other short sub
jects tn keeping with the main fea
ture, will be presented, as well as late
news reels.
All employees at the theatre will
be local people, Mr. Marsh said, and
he announced that Dave Lewis and
John Weldner will be operators. Don
Ciinnlngton has been employed as
doorman.
As an added attraction, stage pres-
entatlons will be given from time to
time, and will be selected with a view
to pleasing local the at re-goers.
Among the outstanding shows book
ed by the Holly theatre for the near
future are "Penthoise," starring Myr
na Loy and Warner Baxter, and Zane
Grey's "To the Last Man." with Rsn
colph Scott, Esther Ralston, Buster
Crabbe and Noah Beery In the cast.
Claudette Colbert will be starred
Sn "'The Torch Singer," with Richard
Cortez and David Manners. "One Sun
day Afternoon." in which Gary Coop
er, Pay Wrsy and Neil Hamilton play,
will be shown at the Holly theatre,
as will "Bombshell," casting Jean
Harlow and Lee Tracy.
Mae West, who won her screen fame
jn "She Done Him Wrong." will be
seen here next in "I Am No Angel.1
Cary Grant, also cast In "She Done
Him Wrong." will play opposite Miss
I west in her latest show.
Congratulations
Mr. Gates and Mr. Lydiard
Upon the opening of the
L
FINE GROCETERIA
Super Food Markets
We also congratulate them upon the selection of Mr. Nor
man Bond as Manager of their Meat departments. We know
the quality of the meats handled by these markets to be of
the very best.
Rogue River Meats, Inc.
Al. and Herb Meusel
Sixth Street
Steps Ahead
With the Opening Tomorrow of
the Groceteria
Super Food Markets
and the Re-opening of the
Holly Theatre
SIXTH Street is in the spotlight thit week with the opening of
Gates and Lydiard's finely equipped Groceteria Super Food
Markets and the re-opening of the Holly Theatre under the
management of the Medford Amusement Company, Inc.
With other important development under way and projected on
Sixth Street, this thoroughfare i fast gaining in importance.
Electricity
and the Modern
Food Store
THE food itor of today ii a f&r call
from the old-time grocery itore. , , .
Modern fixtures are designed with an
eye for the convenience of patrons and
serving attendant alike . . . Since foods must
be RIGHT, they must be kept in perfect con
dition through electrical refrigeration. The
Oroceteria Super Food Markets employ the
last word in electrical refrigeration in smart,
porcelain cabinets . . . Patrons of these fine
markets are assured of foods in perfect condition.
Electricity
-and the Theatre
of Today
ELECTRICITY plays a leading role in
the theatre of today . . . With the ad. i
vent of talking pictures, electricity
assumes an even more important place (
in the operation of such an enterprise. In
practically every phase of theatre activity,
electricity has a part . . . projectors, sound
equipment, lighting effects, spots, lobby and .
foyer lighting electricity Is depended upon.
Brilliantly lighted signs, marquee and front art
like powerful magnets, drawing pleasure-seek-ing
crowds.
a.
The CALIFORNIA OREGON
POWER COMPANY-
si.