The evening times. [volume] (Grand Forks, N.D.) 1906-1914, 1911-12-15
ADVANTAGES OF A BRIGHT
WHITE WAY.

tactical application to this city tina
is reproduced herewith. The iten
onsisted Of excerpts from and di
ests Of the address of c. L. Eshel
ian Of Cleveland before the Amert
Civic association now in session
4 Washington. The news item fol
Tvs:
Mr.. Eshelman was speaking OF
the benefits Of modern street
lighting in American cities. and
he declared that a bright white
way in any city was the fore
runner Of business prosperity.
Civic pride and civic competition.
he said. were largely responsible
for the increase In ornamental
lighting systems in the cities.
Well lighted streets. said Mr..
Eshelman, not only have an ad-
vertising value to a city, indicat-
ing prosperity and progressive
spirit, but a benefit in dollars and
cents could be traced to them d.
rectly.
Mr.. Eshelman cited instances
whore a city block. apparently
dead, was revived to a live BUSH
ness thoroughfare of. heavy traf-
fc when private enterprise pro-
vided the illumination.
Modern lighting on city streets.
Mr.. Eshelman said was sure to
enhance the value Of property.
because the value Of business
property was fixed only by the
amount and kind of traffic which
passes it . He explained the COM
mon condition Of one side Of a
street being deserted and anoth-
err side busy, as being due to the
superior lluminations on the
busy side.
practically any street directly
tributary to a business thorough
fare can be fully doubled in VAL
lie by the installation Of spectac-
lar lighting" said he. Lighting
the entire business section Of a
city increases values by increas-
ing traffic, not only from the city
itself but from the surrounding
country and towns. Good light
increases the value of. residential
streets. Good street lighting more
than any other thing gives to a
city an air of progressiveness and
prosperity"
Mr.. Eshelman condemned the
system Of not lighting city streets
after midnight or on nights when
there is a moon as a fallacy. He
described many systems Of orna-
mental lighting which r now
in use in indianapolis, Pueblo
and other cities with
The Times was the first newspape
n the city to advocate the installa
ion of the bright White Way" i,
:rand Forks. We believed then tina
. had a commercial as we'll as an ar
istic value. We believed it woul'
epay those who were assessed in tn
value of their property AM
he increase in business. These view
re co~rroborated in the address quot
d above.
No public improvement has attract
d so much favorable attention no
so much favorable common
rom visitors as the street ornamental
system. Strangers Judge tn
'ity more by that than any othe
because it is visible. TIL
ewers are under ground and tn
require a brief inspection
It least, while their substantial char
has to be explained. But tn
system attracts attention an
Explains itself. The committee VIII
so assidiously to cur thi
beautiful lighting system ma,
veil be proud Of the results Of thei
forts.
The point made by Mr.. Eshelmal
hat the value of a business propert
8 fixed by the amount of and kin,
4 traffic which passes it, was intend
d to apply primarily to cities large
han Grand Forks. And vet it /
rue even here 4. If n merchant, 70
Instance. has a monopoly of any Ar
icle which the public must have, tn
will go to him regardless q
ocation. But if his competitors hay
he same article, trade will folio,
he crowd and the merchant locate
IN a street largely used will get tn
share of trade. Then Their
g what might he termed the uncon
,cious influencing of buyers. A mer
chant displays an attractive piece q
apparel in his window, an
he observing of that piece of good
oegets In the mind Of the observer
to possess it; and the desir
% possess is 500 converted into pos
if the purchase is within he
The display Of the goods Wa
merely an appeal to the prospectiv
customers taste and fancy, and tn
silent asking for Il purchase. TIL
is only Illustrative. Otht
lines of goods and classes of custom
ers are appealed to in the same maj
ner with the same results.
The lighting system of a city is
part Of this presentation of busine!
the public. No woman and fe
men will stop to study the display {
! window or an ill-lighted street; b,
they will stop and study one alon
Inc bright White Way" Nor is tn
III . The street crowds always use II
best lighted streets, so that there n,
moro people passing a window di
play OF Il well lighted street thu,
IN one poorly lighted. and cons,
luently more people Influenced
Grand Forks can take credit (,