The Telegraph-courier. [volume] (Kenosha, Wis.) 1888-1946, 1925-09-17
Plans Call for Most Beau
tiful Store Building at
Pearl Street.
Is ALREADY STARTED
Extensive Improvement Plans
Contemplated for Rest
of Balm Property.

A program of extensive improve
ment and building on Main street was
revealed today in connection with the
announcement of the plans of the
Balm Wagon company for the con-
struction of new store building at
the corner of Main and Pearl streets.
excavation work for which has already
begun.
James F. Griswold, president of the
Balm Wagon company; gave an inkling
of the present plans of the company
for utilizing its valuable Main street
frontage. A space of over 80 feet on
Main street just south Of Pearl street,
and dept of rs feet has been pro-
vided in the wrecking of the old two
story brick structure which until this
month has been used for storage pur-
poses by the company. Built in 1884
this structure has been landmark in
the business district of the city and
it was not until this year that 1t was
decided to change this section of the
company's property
Calls for Four Stores.
The present plans provide for four
store buildings with the longest show
window space of any store in Kenosha.
Each store will have a show window
sixteen feet deep. These will face
Main street and each will have ade-
quate lighting facilities making them
all practically daylight stores at all
times. The corner store at Pearl
street will be provided with display
~oan. f~o~4.a 60 raarl,, fhns ar%iro
depth on Pearl street. On the second
floor Of the building provisions have
been made for fourteen complete
suites of Offices, and the plans call for
the most deliberately equipped and
appointed Offices in the city of Keno
sha, according to Griswold. The base
ment will be available for bowling
alleys and a poolroom. The cost of
the entire project is estimated at
100000 and the contractors plans
will make the completed building
ready for occupancy by December
of this year, if weather conditions
permit.
Each of the store fronts will be
trimmed in marble, with marble stairs,
tile entrances, and ornamental lights
on the Pearl street entrances. The
building front will be constructed OF
light grey brick presenting stun
ming appearance on Main street.
sour aim in developing this prod
uct," declared President Griswold, "is
not so much to utilize the Balm Wagon
company property and turn it into a
revenue producing agency, as vt was
to present the city of Kenosha with
an architectural improvement of this
end of Main street which will vie with
any buildings in the city for construc-
tural beauty. No effort is being
spared, and no expense is being left
behind to accomplish this purpose. I
believe that Main street is entitled to
this establishment"
the development of the Balm property
north of Pearl street, on the site Of
which the Balm Wagon company's Of
flee now stands, was hinted by Presi-
dent Griswold. "These plans, how
ever" he continued, fare not yet COM
pletely formulated. They are being
held up pending completion of the
present structure and at that time
if we see that an additional improve
ment is possible we shall proceed at
once on this construction work" The
company has a frontage Of $50 feet on
Main street north of Pearl street.
Fills Real Need Now.
The construction on the new build
ing has already drawn to it consider
able interest. Mr.. Griswold declared
that already numerous applications
/ for lenses for both store buildings
and Offices had been received, but no
action IS being taken on these until
the building should be nearer COM
PISTON than at the present time. The
rash of applications thus far indi-
/ Gates, it was pointed out, that the
! present Improvement fills real need
81. Main street, and supports the con-
| fidencs which the directors of the
Balm Wagon company hold in their
project.
/ The contractors for the new build
ing are Madsen and Peterson, and
Charles o. Augustine is the architect.