San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1923-09-23
SPENT
.ON PLATE GLASS.
IN SAN ANTONIO.
Business District Has More
Than 100000 Worth
In Display Widows.
REMODEL OLD STORES
Almost Every Old Business
Building Now Has Plate
Glass Windows.

Conservatively estimating, the
amount of plate glass in display. WIN
dows in the business district OF San
Antonio will total more than $oOO,OOo,
which is not including the cost of ill.,
stallation, the cost of the construc-
ton of hardwood floors, and the cost
of the copper or brass trimmings. Only
few years ago, the total value OF
plate glass in the bushes district
would not total -one-third of the above
amount. Need of a connecting INK
between newspaper advertising ana
the distribution of merchandise has
necessitated the remodeling OF nearly
every building in which merchandls-
ing is attempted. There is no class
of business that the modern plate glass
window does not benefit. The re-
modelling of store buildings in the
city's business district at various
times during the last several years
he's resulted in practically two con-
tinuous plate glass walls" along tine
principal streets.
It would be difficult even to rough
| " estimate the value of plate glass
on store fronts throughout the city,
but it is safe to state that millions
of dollars have been spent for these
means of attracting the public's at
tention. --.
II In estimated by C. s. Baxter OF
the Pittsburg Plate Glass Company,
| that the plate glass in San Antonio
hus;nes district alone will total more
than 100000. Beginning on Alamo
Plaza at Commerce street, the large
and newly remodeled windows OF the
Joske Brothers Company store, repre-
sent an expenditure of many thou
sands of dollars. These windows have
plate glass on the inside as well as
he outside and are said to be some
/ Of the most valuable in San Antonio
Across the street are the large VIII
k'1ows of the Saul Wolfson dry goods
store. which represent an expenditure
which also will run into the tnou-
sands. Further north ON Alamo Plaza
are the new windows Of the Guarantee
Shoe Company. which are trimmed
and set in brass. These windows
are also ssid to be among the most
costly in the bushes district. Fur,
tber north are the store fronts OF
q Ransom & Silsbee, the Woolworth
building and others, which total sew
eral thousands of dollars.
$685. 600 on Houston Street.
Then beginning at Alamo Piaza
and estimating the cost Of the plate
glass on Houston street TO flores, =,
E conservative to say that more'than
S165,OOO has been spent on gas
alone. The costs OF installation oi
remodeling the store fronts, the con-
struction of hardwood floors anu ~
conner or brass trimmings, also VIII
total several thousands OF dollars.
The cost of plate glass ranges IRON
S1.35 to as much as SO square Ioo.'
according to Mr.. Baxter. The aver
age height Of the windows Is sald 10
he seven feet, so it is an easy matter
TO make a rough estimate on I ,ne
amount per block. A total OF slS;ooo
is the estimate for the average pioch
on Houston street, and with the eA'
ceptiou of one or two buildings, prln-
cipally banks, there are continuous
"walls" of glass on Houston anu
Commerce streets and Alamo Plaza. :.
During the San Antonio flood "
was estimated that loss of S9oooU
was experienced by merchants in plate
glass alone. The Pittsburg Plate Glass
COMPANY replaced almost that much'
II ia said. A $97 600 stock OF plate
glass is carried by the Pittsbure
Plate Glass Company.
1Dead" Without Windows.
When business buildings were first
eopstructed in San Antonio 1T was
S6ought unnecessary to build large
display windows. In the. years tha'
followed, landlords, one by one, be
gan remodeling the fronts OF then
business buildings. Merchants began
TO demand display space. The popu'
larity of window shopping was IN,
creasing, and soon building could
not be rented unless there were win
dows for displaying wares. TO-DAY.
no matter how small the shop, bust
ness house or store, the building has
some kind of display window. The
merchant today who attempts to dc
business in q store building without
windows for display purposes is usual
ly handicapped in spite Of the fact
that his store might be in a lively
district.
In the construction OF a new store
building, the display window is the
first and chief feature considered by
the owner. 1t is the most expensive
part Of the store, as it not only costs
more to construct, but it has its daily
expense, or rather investment, IL
hiring expert window dressers. The
window dressing profession today Is
considered one of the most important
among merchandisers because no long
err can the unframed clerk arrange
the merchandise in a manner that Will
ziease the eye of the manager OF the
Rtore, or of the customer. The WIN
dow must be "tantalizer," or else
BIT is worthless.
1t is safe to say that practically
every kind of business is employing
the use of display windows to adver'
tise. Shops Of all kinds are among
the foremost users of window displays
Plumbers probably head the indus
trial. merchandising world in win
COW advertising. 1t is common sight
today to see on any street in any city
window equipped with the latest in
plumbing devices, including the com
plete establishment of an up-to-date
bathroom, with shower, modern bath
tub and other conveniences.