Imperial Valley press., 1919-03-27
LOYALTY TO THE HOME TOWN.


ter city we must undoubtedly follow the sugges-
ton of prominent business man made the 9TH
er day, with respect to buying home.
One OF the SureSt means of developing the
retail and wholesale business in any city is the
inculcation of the idea Of municipal loyalty.
Ell Centre probably suffers less from brisi-
ness lost to mail order houses or to merchants
of other cities than any other town in the val
ley. And yet we are not free from this leakage
this unnecessary and needless drain on the
resources of the city.
Some of the most attractive homes in this
county have outfitted almost entirely from
Ell Centro stores, in spite of the fact thaat the
owners come from large cities. They are frank
to say that they can buy more reasonably and
receive pleasant, helpful attention that is
quite out of the question in the hury- burly and
rush of stores in the big cities
The advent of good roads is constantly en-
larging the scope of operations for Ell Centro
stores. The tradedrawing radius has been
growing at an astonishing rate for the past five
years. The coming of the automobile has made
it possible for farmers and others to drive to this
city easily and quickly and the result has been
the constantly widening field of operation en-
ioyed by local stores.
The residents of this city who believe in it
and who are anxious to see it develop in the
maximum of its opportunities should spend
every dollar they can here. 1t is no longer nee
for strictly high class amuSements Our theatres
are showing the very best films that are to be
obtained under the most comfortable and agree
able conditions possible. Our play houses are
better than are to be found in most cities several
times the size of Ell Centre.
The business men of Ell Centro are doing
everything possible to meet the requirements
made of them and the constant growth of their
business is the best assurance that can be asked
of tbo 10 tra6o of Alprt of
vision anticipating the greater opportunities
to come and this sort of enterprise and determ-
ination is bound to persuade the residents OF
this city to shop here where money can be saved
and where goods can be easily returned it not
found to be satisfactory.
The charm of acquantanceship and the soici-
tions interest that accompanies it is minus
quantity in the sold, harsh treatment of indif-
ferent clerks in big cities
Ell Centre stores are entitled because of their
character to all the retail trade here and we be-
lieve for this reason they are sure to receive
the very large proportion of it. And it will
grow in ratio as times passes. The Chamber
of Commerce members can do much to promote
the idea and to keep this excellent trade at home
maxim in mind.
Every dollar spent in Ell Centre for manu-
factured products, merchandise food stuffs or
supplies Of any character tends to develop the
city. If we make all our retail purchases here
it means htat more clerks, cashiers, messen
gers, delivery men, accountants and other work
ers must be employed to handle the business.
Not only that, but it means that the stores with
augmented business expand and thus be-
come still more attractive. They can carry larg
er stocks and better stocks
In this connection, it is worthy of comment
that the retail trade interests OF this city have
made wonderful strides during the last few
wears. The character of the stocks carried here
is the subject of frequent comment on the part
of visitors in the city. There may have been
a time when it seemed necessary to 60 out OF
town to find satisfactory assortment in varl- !
GUS lines, but thaat day has long passed
It is possible now to find both the quantity
and the quality and the wide variety from which
to choose and fill ones needs There are no,
better retail stores anywhere than are to be
found in Ell Centro. Customers receive courte-
Gus steatment and certain personal interest,
wholly out Of the question in any large city
store, is taken in buyers requirements. When
it comes to prices the story is absolutely settled
for any discriminating buyer. The expenses OF
merchandising are less in the smaller city and
local merchants are able to buy just as advan-
tageously as any in New York or Chicago and
it is established beyond controversy that they
sell more cheaply. The buyers are in frequent
touch with the best markets and are alert to.
take advantage Of genuine bargains, to pass on
to the buying public of the Imperial Valley.