The star and Newark advertiser. [volume] (Newark, N.J.) 1908-1909, 1909-01-18
LIGHTS ON SOUTH
BROAD STREET TO
Be PERMANENT
Big Arcs Are to Stay, but Small
lncandescents Here for
Seven Days.
SATURDAY OPENING
ATTRACTED THOUSANDS
Receptions Held at City Hall and
Business Houses on New
White Way.

The success of the inaugural of THE
New White Way on Saturday evening
was so pronounced that the illumina-
lion of South Broad street will be con-
Tinued every night this week.
With it's more thar half-a-million
candlo-power of light Broad street
south of Market blazed out for the first
time on Saturday night as the most
brilliantly illuminated thoroughfare in
the world. It's brilliancy far outshone
the lights of famed Broadway.
All of the new 5000 candle-power
flaming arc lamps will remain perma.
nently, each night giving an added ag-
sregate light of approximately 500, 600
candle-power. The many thousands of
small incandescent lamps strung across
the street from post to post will re-
main each night his week. These lights
have been donated by the Public Serv-
ice Corporation.
Even without the i~ncandescent lights
the street will remain as the most bril-
liantly lighted in the world.
Despite the weather Saturday night.
which was as bliZZardly and miserable
as might be imagined, a great crowd
turned out to witness the inaugural of
the illumination. Many thousands of
persons were brought to the city by
the railroads, which ran excursions from
all sections of the State. The Oranges
and the other suburbs contributed their
thousands n the city turned out en-
masse to see the new grandeur of New
ark.
Every merchant of South Broad
street who contributed to the fund to
make possible this vast asset of the
city conducted a reception in his place
OF business to the public. Every store
was lighted to its capacity and each
was crowded with the throngs which
the new lights had brought to the
street.
Not the least part of the celebration
was the open house kept at the City
Hall. The great building was illumi-
mated from top to bottom, inside and
out. The Mayor held a reception to the
public from 9 until 10 O'clock. Many
thousands of persons shook the hand Of
the executive.
The police department had trans
ferred its prisoners to the First Pre-
cinct Station and received all callers at
the City Hall with a welcome. Hun
dreds were taken through the cells and
shown all the advantages of the sys-
tenn at police headquarters. -
Incidentally. It was the first time
that many citizens of Newark had seen
the interior of their City Hall. For
three years, since it's formal opening,
they had seen pictures of it and had
passed it and observed it's exterior, but
for I1, a r1-A ,,ya,t 30 H. I,.x.. I'll
Saturday night it was the first time
they had seen the beautiful interior,
and they marveled at It.
Lights to Remain This Week.
The South Broad Street Merchants
Association originated the idea, the
members all being in favor of the new
and novel in advertising. Many of he
fir s represented in the association
have been on South Broad street for
years. and the sentiment of the whole
body was to draw attention to their
stores and also to take advantage of
the trade which was sure to follow such
a brilliant illuminaa pn as that of Sat
urday night. 1t gave the people an OPP
porunity to traverse the entire section
of the street and see for themselves
just what the shops he'd for display,
anu uOuptleSS many NeWdfkerS hereto
fore combining their shopping to tina
portion of Broad street north of Mar
ket, will in the future give liberal
patronage to the stores south Of
Market.
The association had an informal
meeting on Saturday night and it was
determined on account of the brilliant
success of the affair to leave the deco
rations and strings of incandescents
stretched across the wide street in
place until midnight next Saturday.
1t is said that the association has more
than n move in their advertising
campaign which will greatly amaz
Newark when the time for exploiting
them has arrived.
A great many people. of the
exhibition II illumination and living
in towns in Newark's vicinity. seeing
the brilliant reflection of the lights in
the sky, thought that there must be a
great conhagration in the city and
many were the telephone inquiries re-
ceived asking just where the fire was.