The Detroit times. [volume] (Detroit, Mich.) 1903-1920, 1911-12-07
GRAND RIvtR-AW ENJOYS
BIG BOOM IN BUSINESS
Brilliant Lighting of Street
Proves Magnet in Attracting
Trade-Progressive Firms.

The brilliancy of the recently es-
tabIished new lighting system on
Grand River-ave., between WOODWARD
and Cass-aves., which has caused that
thoroughfare to be called THE Great
White Way" of the city, is already
bringing increased business TO the
street. say the merchants. With all
OF the shops in best holiday attire, in
anticipation of Christmas buying, the
lavish use OF illumination on the
street has attracted many more per-
sons to walk it's length and TO spend
much time studying the window dis
PLAYS. later to enter the store, inspect
and purchase the goods presented
The illumination of the avenue Is one
OF the most desirable moves In a DID
for business the city has known, &C
cording TO the merchants on the
street. and everybody is congratulate
ing everybody else on the fact or us
accomplishment. The fact that many
other portions OF the city given over
To business will adopt similar ignt
ing plan. is the best proof OF its Ell
fective business-getting and CROWD
drawing power.
= r shaw. of the Detroit Business
which institutions new
home Is at Grand River and Park-pl,
was, perhaps. the original mover ID
the lighting idea. On the completion
OF the university's new BUILDING, MI
Shaw felt that the front entrance
should have better lighting facintles'
and IL was his request 10 the Detroit
CITY Gas Co. for an estimate on TWO
street lamps that actually started the
movement for the brilliant lighting OF
the street. 90
OF the several established firms 10
benefit by the new policy OF street
progressiveness' are the following
The Miller jewelry store. NO. o.
Grand River-ave.. which its proprietor
calls THE biggest little store IN
town" The shop Is replete with hoi-
iday novelties and a fine staple STOCK
of watches, silverware. clocks, Jew,
elry and the many articles OF personal
adornment and household usefulness
which the shopper expects to ma III
the arerage shop OF it's kind.
Scott Phillips & Son have one OF
the most up.to-date shoe repalrips
shops I'm Detroit, at No. AZ Grand
River-ave. Mr.. Phillips has peen II,
the shoe business all his lie ana
understands the trade.
The United States Cleaning, Dyeing
q Repairing Co.. at No. SO Grand XIV
or. undertakes TO do all kinds OF work
it's business name implies, and Archie
A Sauve. manager, believes his es-
tatiishment TO be as well-equlppeo
AS any similar dyeing and cleaning
house in the city The very best WORK
IL done bv expert help and deliveries
are guaranteed TO be prompt and care
full
Although one OF the recent corners
IN the avenue, d. F. Lenton, who mas
established a jewelry store at NO. %
Grand River. is one OF Its most pro
gressive merchants. Mr.. Lenton
store will be found an ideal place IN
which 10 select Christmas gifts al
prices that will make a limited purse
60 a long way.
One OF the old firms Is the shoe
house OF ]. A. Reichrath. No. 81 Grand
River, whose store has been the raw
orite shoe buying place OF thousands
OF citizens year IN and year out Mt.
Reichrath has an especially attractive
holiday stock OF shoes from infants
bootees TO hunting boots.
Naturally the Detroit Gas and Elec'
trio Fixture Co. was one OF the first
and most earnest advocates OF better
lighting OF the avenue. This hrm
keeps a fine stock Of fixtures OF all
kinds al all prices.
With the Hotel Griswold at one end
OF The Great White Way and the
Hotel brunswick at the other. there
is brilliancy OF interior lighting also.
The Hotel Griswold Is one OF the best
known and best.patronized hotels in
Michigan, and its handsome cafe is
one OF the most-popular places In the
city New Years Day will be an oc-
casion for special festivity In the
Continued ON Page seven.