|Bring a date! Put on your dancing shoes! You are invited to the Gardens Players Supper Dance & Cabaret. The date was May 24, 1935. This is one of numerous ads that were a major draw to Forest Hills residents in our heyday.|
|A less common matchcover known as a supersized matchcover.|
|Even the matches have an illustration! Here we see the Forest Hills Inn & Station Square in the Forest Hills Gardens.|
Unveiling our Historic Businesses of Forest Hills & Rego Park Collection on Flickr, featuring ads from vintage publications, matchcovers, and photos of vintage signs and painted ads:
Much of historic preservation revolves around researching and archiving historic buildings and homes that grant your neighborhood character and a "sense of place" as a whole, as well as advocating for Individual Landmark (facade), Interior Landmark, &/or Historic District designation, so harmonious buildings and neighborhoods can live on, and accommodate and inspire future community residents and businesses.
What we sometimes take for granted is another worthy part of historic preservation when surveying a neighborhood through photos and research, which is a question you must ask yourself...
"What businesses were in my neighborhood decades earlier, which is now where my Duane Reade, Starbucks, & Verizon is? How did this impact the demographics, economic conditions of the neighborhood from then until now, and how did it impact storefront architecture and frame of mind of the streetscape for local and transient patrons?
There is no question that greater attention was paid to the design of our shops years back, rather than the mass produced cookie-cutter glass, stucco, aluminum and dropped ceiling era of today's businesses. Kudos to the few detail-oriented businesses owners that think "outside of the box" by paying attention to the overall historic character of the neighborhood, through the precise design of their storefronts and interiors. This bears a sense of permanence, and that the business was always there, so perhaps it will be here to stay.
On many instances, landmark-worthy apartment houses and commercial buildings co-exist with commercial spaces on their first story or in close proximity, and the relationship between the above characteristics is the very essence of what composes a more appealing and profitable neighborhood in the name of preservation, with historically-appropriate development and adaptively-reused establishments. Every neighborhood has an economic backbone, so let's take a look back at some businesses in Forest Hills depicted in ads published in the 1935 Gardens Varieties by The Gardens Players of Forest Hills, LI. Then decide whether we changed for the better or for worse in regard to detail and character (which is very evident in the ads & matchcovers)......
|The Holland House on Austin St remains one of Forest Hills' most exclusive addresses!|
|The West Side Tennis Club & Forest Hills Tennis Stadium had a number of shops & restaurants named after it. Afterall, Forest Hills: Tennis as Tennis: Forest Hills.|
Want more? All ads in the Gardens Players flickr photoset can be accessed by visiting:
Enjoy the photoset for neighborhood matchcovers, which were once a great source of advertising and art:
|The Carlton Terrace was once a famed nightspot in the Art Deco style, which is now Key Food on the north side of Queens Blvd. Look for clues to a rich past, develop a discerning eye, & never take anything for granted!|
|The Lost Battalion Hall in Rego Park was once an establishment that issued war bonds in the 1940s. Note the humorous cartoon-inspired illustrations on many matchcovers around that time period.|