El Paso herald. (El Paso, Tex.) 1901-1931, 1917-09-27
POPULAR OPENS
To GREAT CROWD
Store Is Packed; Beautiful
Windows, Unique Dis
plays, Usual Courtesy.

luB IN the southwest mas Suc4 a crowd
filed into a store as visited the new
home Of the Popular Dry Goods Co.
on the occasion Of its formal opening
and dedication TO the public Wednes- I
day evening.
A thousand people were crowding
/ the sidewalks. gazing through the
big plate glass windows admiring the
! extensive display. when the doors
were opened These began toi
file in through the entrance on the
! Mesa avenue side and from that time I
I until after nine o'clock there was a I
! stead stream Of humanity pouring in /
/ and scattering into all parts OF the /
store. Within half an hour or so. the /
/ visitors who had first gained admit /
/ lance, began to file out Of the san An !
/ tonic street doors, which were used !
I exclusively for exits, and after that /
I there was a continuous stream OF hu- |
manity into one door and out Of the |
other for two hours
The battery OF four fast passenger !
elevators was as nothing when II /
came TO handling the crowds. The big /
stairways leading from floor to floor /
were cOngested in the space OF a few !
minutes and continued so throughout 4
the evening One had merely TO fall 4
in with the human stream and float !
n 4
took Herald man seven minutes to
get into the store from the street,
shortly after eight o'clock, and close
TO an hour 70 reach the top floor This
gives an example Of the manner in
which the public flocked to the big
reception.
Flowers Everywhere.
Expressions Of admiration and ap-
probation were heard from every
visitor The store was almost like a
roses, ferns and dahlias. Every floor
was a mass OF color. All the clerks
were attired appropriately, and at
their places behind the counters, but
only TO receive the guests and answer
questions. No business was trans
acted. II ould have been impossible
to do business had this been the de-
sire, but the management made no
effort 10 do anything except show the
callers through the big store that
marks the elimination OF a score OF
years Of merchandising on the part
OF A. Schwartz, better known as
'the merchant prince Of the South
west"
Mr.. Schwartz and his nephew,
Maurice schwartz, general manager Of
the company, received their guests as
they entered the main door on the
first floor Other employees and 4 host
specially detailed guides from the
store staff directed the public
through.
Girls in Mems Clothes.
Orchestras were located on every
floor discOurlng music. Flowers were
distributed from pretty booths on sew
eral OF the floors, particularly IN the
women's ready 10 wear department
where the collection Of costly evening
gowns on display not only attracted
nations OF delight even from the men,
many OF whom stopped TO remark at
the beauty Of the new costumes. The
hats were as striking as the gowns
The most unique departure attend
ing the opening was the display or
mems clothing on living girl models
on the second floor. where sam
Schwartz beamed on his guests and A
Bliss Albro supervised the parades OF
the models. Latest in fall business
suits, evening clothes lounging robes,
OvercOats, sport suits, sweaters and
everything else that goes to make
well dressed man, were featured. This
the women as wei as the
men and the department was crowded
throughout the evening.
Unique Attractions.
On each floor there was some
unique attraction for the entertain
ment Of those who called. Or the third
floor q number OF charming Fl Paso
girls played ukuleles and sang
airs The decorations We're
Oriental and the light was soft and
crowd about the girls was large all
evening
The courtesy OF the employees was a
feature universally commented upon.
Il was impossible 20 turn corner
without meeting an empiOye with
smile Of greeting and a word Of vel
come or Of instruction regarding the
easiest manner 10 reach the best
things TO see. From top to bottom
this was the case The true spirit OF
The To,rrFar u-av hreatNe1 from every
nook in the big institution.
Windows beautiful.
While the big store received its due
AMOUNT Of praise as an institution OF
y hich the Southwest can be proud.
the admiration and praise bestowed
upon the window decorations was
even greater. The windows are done
In Egyptian design, with soft lighting
alton Of art glass. The costliness OF
The decorations was apparent immed-
lately. Everything was purchased es-
pecially for the opening ana the plac-
ing Of the window decorations alone
occupied several days time, but when
the curtains were raised and the dis
play was revealed, the management
felt repaid by the expressions OF ap-
probation and delight from the pub
Praise For schvartE Pair.
A. Schwartz, president OF the big
Institution, was the center Of an ad-
hiring crowd OF friends throughout
The evening, all pressing forward 10
)ffer their congratulations upon the
beauty completeness and convenience
II the vast establishment and the sue
,ess Of the reception. Maurice
schwartz shared the honors with his
incle. for every customer Of the Popu-
ar Is his personal friend. There Is
10 more popular man in FL Paso than
Maurice Schwartz.
A Dance Afterwards.
AS fast as the goods could be
covered for the night, following the
'lose OF the reception, the employees
" the store fastened around the cor
Ter to Cotillion hall, where a dance =
lad been arranged by the Popular
in appreciation OF the
hearty cooperation il had received
a preparing for and making such a
uccess Of the opening. An orchestra :
furnished the music. punch was