Consumer Experience and the History of Transportation and Business on State Street in Madison, Wisconsin

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A Return to the Walking City: Consumer Experience and the History of Transportation and Business on State Street in Madison, Wisconsin

Katherine Fadelli, Katya Mullendore, Breana Nehls, Cameron Wein

A Return to the Walking City: Consumer Experience and the History of Transportation and Business on State Street in Madison, Wisconsin

Katherine Fadelli, Katya Mullendore, Breana Nehls, Cameron Wein

Abstract: Directly connecting the Wisconsin State Capitol and the eastern edge of the University of Wisconsin - Madison, State Street has long been the premier transportation artery as well as the cultural and economic heart of the city. In order to track how the shifts in transportation affected the business landscape at this micro-scale, the authors collected and categorized the businesses present on State Street throughout selected years of 1858 to 2014. Trends of the four business categories that the authors identified changed in relation to the major transportation events on State Street, such as the implementation and removal of the streetcar and the conversion to a transit mall. State Street’s identity evolved from a thoroughfare that supported industry and staple goods to a pedestrian focused shopping and entertainment destination. Our review of archival business directories shows that transportation and the business landscape co-evolved through time.

Introduction:

By incorporating a historical approach to transportation geography, the authors of this paper explore recursive relationships between evolving transportation systems and the business landscape at the micro-scale through time. State Street in Madison, Wisconsin will be used as the focal case study as shifts in transportation systems on this iconic street have been largely in line with national trends for U.S. urban areas. Using historic data, we aim to discover how shifts in the transportation history along this major artery and central business district (CBD) have affected the street’s business content. Focusing specifically on four main business types, each tell a different story.

How did the retail and entertainment sectors change in the face of the pedestrian mall? Why is there no industry on State Street today? How have the types of professional services offered changed with the needs of its customers? Throughout recent history, urban transportation systems and consumer trends have promoted change and innovation in one another as they evolved. In these overall trends, there are also peculiarities. When did State Street sell wholesale oysters? Was there really a shooting range on this street? While these trends can be traced at a national level, narrowing the

scope to a single street in one American town allows us to begin to understand what an urban shopper saw and bought as a street changed over time.

The evolution of urban transportation systems --most notably the emergence of public transportation such as the streetcar, the expanded use of personal automobiles, and the more recent transformation of shopping streets to transit and pedestrian malls-- affects a street’s potential for economic activity in many ways. After creating a timeline for when these types of milestones occurred in Madison, we will track how the amount of various types of businesses have changed in relation to these events, and how the city promoted consumption and economic activity through physical and infrastructural changes to the street in question. Understanding why certain types of facilities were present in this central business district is important for future development, yet challenging to pinpoint given State Street’s rich history.

Our analysis of State Street as it relates to these trends will have multiple components. A historical analysis will detail how closely the transportation history of State Street and adjacent areas followed national and temporal trends. A visual analysis of historical and original images will allow for a regionally specific insight to how the changing transportation systems and business trends were physically manifested on State Street. Additionally, collection of primary data from historic business directories will allow the authors to quantify the effect of available transportation systems on retail content over time.

Our review of related literature will likewise be composed of multiple segments due to the wide range of factors and relevant fields of study that influence our research. More theoretical, economically-themed scholarly articles will shed light on transportation as it relates to the economy in general and the effects of evolving transportation technology on economic

development. Secondary sources on urban and transportation history will be analyzed to compare the transportation history (and its effect on urban districts and form) of Madison’s State Street to general trends in American urban areas. Sources related to the economic and experiential benefits of transit and pedestrian malls will provide insight to the strengths and weaknesses of the State

Street’s current form. And finally, analysis of documents regarding State Street’s current economic and infrastructural status, largely sourced from the City of Madison, will provide site specific information of one of the more successful transformations of a shopping street to a transit mall in the country.

Madison’s State Street is an ideal case study for studying the large-scale systems and trends that play a part in the formation and continuous evolution of urban business areas over time in the United States. Directly connecting the Wisconsin State Capitol and the eastern edge of the University of Wisconsin - Madison, State Street has long held the place of the premier transportation vein as well as the cultural and economic heart of the city. For this same reason,

State Street has also constantly served as a stage to demonstrate what was at the forefront of transportation technology and urban ideas. Given Madison’s size and density, the city has been unable to support an underground or elevated rail system, but has seen almost every other common form of urban transportation system throughout its history, all of which have been evident on State Street. From horse and mule drawn trolleys, to an electric streetcar system, to an automobile thoroughfare, to its current role as a pedestrian and transit mall, State Street has seen it all.

And incredibly, through the photographic resources at the Wisconsin Historical Society, researchers, students, and everyday citizens can also see State Street as it once was at almost

every point in its history. In this paper, we will employ these visual resources, data from the

Madison business directories, and economic and transportation-related literature to uncover the story of how changing urban transportation systems affected business composition and consumption on this iconic street of Madison.

Literature Review:

Section 1: Concepts in Economic Development and City Planning

I. Transportation’s Role in Urban and Economic Expansion

Tracing the history of Madison’s growth reinforces common relationships between transportation, economy, and urban expansion. While the following concepts and ideas are not unique to Madison, they help to explain State Street’s role in Madison as both thoroughfare and destination for economic activity throughout history. Transportation and economic development are closely entwined, as one could not succeed without the other. A basic relation exists between goods, people, and information; as transportation evolves, the accessibility of these three elements increases (Rodrigue and Notteboom 2013). Many settlements grew to become the large cities we know today because of their increased accessibility. They functioned as nodes in transportation. For example, Chicago connected a river and Lake Michigan, and Los Angeles connected waterborne ocean transport to a large accessible coastal plain (Wachs 2013, 1162). In the case of the emergence of the canal system, shipping decreased from $100 to $4 per ton

(Hoffman 2013, 3). It was this progression, from waterborne, to rail systems, to the automobile that gave rise to the implementation of planning in order to harness the flexibility of the most current method of transportation. In an effort to maximize benefits and minimize cost, the ability to combine many of these forms of transportation arose (Hoffman 2013, 4). The “just-in-time”

concept has enabled the expansions into a transnational market we see today (Rodrigue and

Notteboom 2013). This concept means increased efficiency in the delivery of products to consumers and decreased waste from inefficient means of transportation. Products can be distributed only as needed, making economies more efficient. However, this increasing connectivity among cities and markets is not free from its problems. Conversely cities bypassed by new transportation often decline.

II. Rise of the Highway System

Following the great rise of the national highway system, money from the first Federal-Aid

Highway Act of 1956 allowed for an opportunity to optimize and streamline the nation’s transport infrastructure (Hoffman 2013, 7). Origins of planning often began with road infrastructure and decisions for transportation were mostly oriented at maximizing the profit returned to highway development (Hoffman 2013, 8). As a result, large-scale transportation operations were readily studied, while smaller, city-scale operations were left to make their own judgements (Hoffman

2013, 9). In addition to the lack of robust funding, local communities faced additional challenges including the decentralization of central business districts. This was caused by the consumer’s new-found independence via the automobile. It was a real obstacle in the city’s economy.

III. The Rise and Fall of the City Center

As transportation technology developed, it often was almost as powerful as the public policy that enforced it. As public policy accelerated suburbanization and expanded the use of automobiles, central business districts no longer played the critical role that it once had in the lives of its citizens. “Doughnut” cities became quite common as transportation enabled industries to relocate to cheaper locations on the outskirts of towns. This enabled those who no longer

desired to live in downtowns, slowly dying and ridden with crime, to move outward (Wachs 2013,

1160). The growth of transport, especially inland, allowed industry to move away from these concentrated locations to those more on the perimeter. Decades later, as the desire to provide greater connectivity had moved industry out of CBDs, a more powerful desire for connectivity through local, interpersonal exchange brought about a resurgence to city cores (Wachs 2013,

1161). Due in part to advancing transportation technologies which enabled manufacturing to move overseas, the CBDs of many American cities transitioned from manufacturing economies to an economy restructured for consumerism and the tertiary sector (Wachs 2013, 1164). This sector focuses on services including financial institutions, retail, and restaurants. This sector is unlike the primary and secondary sectors which are related to raw materials and production, respectively.

Meatpacking districts, railroad yards, and former ports have all been locations for transformations from primary and secondary to tertiary (Wachs 2013, 1166). Transportation is a critical factor in the evolution of urban land use in America from concentric zones around a CBD to changes in types of sectors. Taking into account the complex relationships that exist among transportation, the economy, and the city, we can apply this knowledge to the data collected about State Street’s history. It can serve as a good baseline for understanding past changes, and anticipating future ones.

V. Land Use Theory

The agricultural land use theory, created by farmer and entrepreneur J.H. Von Thunen, is a simple but powerful theory. Based on a model of concentric rings, the cost of transporting a product to the market foresaw land use delegated to a specific crop in relation to proximity from the market. While advancements in transportation no longer necessitate this type of planning for

agriculture, especially for a single market, Von Thunen still brought attention to the relationship that exists between location, the marketplace, and transportation (Cadwallader 1996, 46). As property close to the market is in limited supply in urban settings, planners have also factored a bid-rent curve into the equation. The general idea is that as the distance from the market decreases, the location rent, which is defined as total production minus production and transportation, increases. In other words, there is an inverse relationship between location rent and distance from market (Cadwallader 1996, 42-43). Transportation is an agent in establishing the locations of land use in relation to the market just as it is an agent in changing them. For instance, if a large highway is built enroute to the CBD, this would transform the general city plan from a concentric circle to a more elongated shape as advances in transportation would enable producers from further away to ship products in at lower cost. Focusing in on the city itself, the ways in which businesses are parsed can also be classified through a model.

This diagram demonstrates how transportations effects land use planning. Cadwallader 1996,50.

Just as different land types are dependent on accessibility of consumers, so too are businesses. The highest valued land is located in the CBD and at intersections of major

transportation routes therefore creating a hierarchy of shopping centers. A certain range and threshold is given for each business in relation to competitors and will determine its success in an urban landscape (Cadwallader 1996, 108). Businesses such as filling stations and grocery stores have a relatively high threshold as they are readily needed by a majority of citizens, in contrast to jewelry stores and department stores, in which only a few are necessary to accommodate a city.

Similarly range, the maximum distance people will travel to patronize a business, factors into businesses’ success. If the maximum distance is less than the threshold, this will be problematic as there would not be enough people to support a certain business (Cadwallader 1996, 107).

Reflecting on the changing landscape of State, this could certainly be a factor. These analytical models enable policy makers to make informed decisions about transportation infrastructure.

There are additional factors that impact the city form and we hope to investigate these factors of transportation throughout State Street’s history.

Tracing the general decline and rise of central business districts, understanding the empirical models of land use, and viewing transportation’s role in a broader scope will help to make inferences about Madison and State Street. To understand not only what happened, but why is a key to understanding State Street through history. Reflecting on characteristics of other cities in America, Madison is quite unique because of its successful pedestrian mall in light of these models and trends.

Section 2: Transportation History

I. The Walking City

Today the term “transportation” often brings to mind urban areas, with multiple forms of private and public transportation interacting with each other and shaping a city-goers experience.

This notion has evolved considerably, as cities were in fact originally created because of the need for accessibility. This eventually resulted in what are now referred to as “walking cities” that ensured citizens’ access to “almost every day-to-day activity” by foot (Robertson 1981, 77). For this reason, it was not until the second half of the 1800’s and the advent of public transportation that the central business district became distinguishable from the general urbanized area

(Robertson 1981, 77).

This image of Madison in 1858 from the current location of Bascom Hall depicts the first university buildings in the foreground connected to the State Capitol building by State Street in the center of the isthmus. Wisconsin Historical Society Image ID: 11034

State Street, the case study and focus of this paper, came into existence around this time when Madison was chosen as the capital of the Wisconsin territory. The first Wisconsin State

Capitol was built in its current location at the center of the isthmus in Madison, Wisconsin in 1837 and the State University of Wisconsin (now the University of Wisconsin) was established in 1848 when Wisconsin achieved statehood. Since then, State Street, which directly connects these two institutions, has much evolved from its beginnings as an unpaved thoroughfare hosting the pedestrians and animal-drawn vehicles typical of a late 19th century walking city.

II. The Streetcar

Cities at this time remained geographically small not because of policies to limit the area of a city, but simply because, with limited modes of transportation, it was most convenient to “locate businesses and residences on available sites that had access by foot to most work, shopping, and social activities” (Chudacoff et al. 2010, 58). This changed when the earliest form of mass transportation was implemented in urban areas, the omnibus. These “large, horse [or mule] drawn coach[es] that carried passengers on a fixed route for a fixed price” were often routed between two important centers of activity (Chudacoff et al. 2010, 80).

State Street was a main route for omnibuses soon after their inception until they were largely replaced by street railways that used animals to pull cars over a permanent rail system. By

1860, there were street railways in eight major cities (Chudacoff et al. 2010, 82). The first horse car system, run by the Madison Street Railroad Co., was introduced in Madison in 1884 as the town grew outward and “the need for public transportation became evident” (Central Electric

Railfans’ Association 1969, 156).

This drawing of the S. L. Sheldon Company Wharehouse and Office in Madison from circa 1889 depicts pedestrians and carriages as well as the horse-drawn street railway system which had been recently replaced by an electric system in 1892. Wisconsin Historical Society Image ID 51493.

The local transportation company --reorganized as the Madison City Railway Company in

1887-- set their sites on electrifying the rails and their last mule-drawn car ran on September 30,

1892 (Central Electric Railfans’ Association 1969, 156). By 1900, most American cities of 25,000 or more had at least one electrified trolley line and the streetcar had become “the chief mode of transit for nearly all classes and ages” (Foster 1981, 14). In his dissertation on the evolution of the

American central business district, Kent Robertson asserts that the advent of the electric streetcar and other mass transportation should be credited with “making the downtown the focus of the entire urban area” by concentrating people around an urban center (Robertson 1981, 79).

Retailing, which before had largely been randomly dispersed, could serve a greater range of customers by locating at a centralized location, securing downtowns “as the major shopping district in the metropolitan area” (Robertson 1981, 80). Downtown retail would be fueled with daytime customers from adjacent downtown office districts, and in the case of State Street, by government workers from the State Capitol and university faculty, staff, and students.

III. The Automobile

By the early years of the 20th century, central urban areas that had previously relied on walking were now just the downtowns or central business districts, where “commercial buildings replaced the remaining residential structures” and where economic and cultural functions were concentrated (Chudacoff et al. 2010, 92). However during this same time, the swift rise in popularity of the automobile and the decentralization of industry from the urban core prompted suburban expansion through the 1920’s (Chudacoff et al. 2010, 180). This allowed people to live

and work outside the reach of urban transportation. Streetcar service providers in Madison faced financial struggles for years, but operations ended suddenly when an ice storm on February 13,

1935 downed many power lines. Buses replaced the streetcars and the decision to permanently take them out of service occurred later that same month (Central Electric Railfans’ Association

1969, 170).

In his book examining the relationship between urban planners and public transportation,

Mark Foster claims that crowded conditions made city dwellers and planners eager to adopt automobiles for their ability to “spread out population and convert more adjacent land to urban uses” (Foster 1981, 20). Early in their history, it was thought that automobiles would only

“supplement [a] city’s rail and trolley facilities” and would improve traffic conditions because they were “not confined to trolley tracks [and could] occupy any unused portion in the street” (Foster

1981, 22). Foster also notes that a huge increase in automobile suburbs “signaled the demise of the electric railway” in the United States (Foster 1981, 49). The emergence of the bus as major form of urban mass transit at this time seemed to be the answer to many of the problems with streetcars. Buses then, rather than streetcar systems, received the financial support that could have helped to secure the mass transit industry’s place in urban areas.

This image of State Street taken from it’s intersection with the Capitol Square circa 1930 depicts the crowding that occurred when the street supported pedestrians, the streetcar system, as well as personal automobiles and other service vehicles. Wisconsin Historical Society Image ID: 25153.

At this point in its history, State Street displayed characteristics of the “traditional main street pattern” that Michael Southworth lays out in his study of the evolution of shopping centre patterns:

“[…] with the traditional main street pattern […] retail activity is lined up along both sides of the street. The street is a place of intense interaction that accommodates vehicles of all types, as well as pedestrians. Retail activity is highly visible and accessible along the street. The ground floor is devoted to retail uses while the upper floors of typically two- to three- story buildings accommodate offices and apartments” (Southworth 2005, 153).

In Madison as well as other urban areas at this time, city and state governments recognized the growing popularity and influence of the private automobile and therefore invested in road construction and improvements and traffic regulation which further encouraged car travel. As such, automobiles “overloaded streets and thoroughfares as soon as they were built and ultimately [stimulated] travel that avoided the central business district altogether” (Chudacoff et al. 2010, 181). Retail and entertainment venues suburbanized in an attempt to follow their

markets after World War II, and the location of “shopping centers and regional malls on the outskirts of the urban area” (Robertson 1981, 81) shifted the consumer away from central business districts “where the primary entertainment and retail facilities has been located in earlier years” (Foster 1981, 54). The consequence of this, Robertson argues, “was a massive reduction in the extent and nature of downtown retailing” (Robertson 1981, 81). Major department stores located downtown faced increasing competition from suburban shopping districts and “went to great lengths to entice customers to shop downtown” (Chudacoff et al. 2010, 183).

This 1951 image of the pigeon-hole parking structure built for Manchester’s Department Store was located a few blocks of State Street and the Capitol Square. The structure hydraulically parked cars and could hold 169 total vehicles. Wisconsin Historical Society Image ID: 73144.

In Madison, Manchester’s Department Store on the Capitol Square not only had a tea room for its customers, but also constructed a “pigeon-hole” parking structure just off State Street that hydraulically lifted and parked cars in 1951. This parking structure, which was the third of its kind in the United States when it was constructed, is evidence of not only the stiff competition that

downtown retail faced from its suburban counterpart with plenty of free parking, but also sheds light on the specifically problematic space issue that the City of Madison faced (Wisconsin

Historical Society Citation, Image ID 73144). The city’s location on the narrow isthmus had “forced a fan-like expansion of the city around the lakes” where “most traffic movements had to pass into or through the throat of the isthmus, dominated by the Wisconsin State Capitol building” (Central

Electric Railfans’ Association 1969, 156). These pressures on downtown retail areas prompted some cities to restructure downtown shopping streets as pedestrian and transit malls, as did

Madison in the mid 1970’s.

This image from Google Maps shows the location of West Towne Mall and East Towne Mall (established in 1970 and 1971 respectively) in relation to State Street, market with a red line near the center of the isthmus. Created with Google Maps, December 2015.

IV. The Pedestrian and Transit Mall

Increased use of the automobile often “jammed narrow streets designed for nineteenth

[…] century types and volumes of traffic” (Foster 1981, 62), and consumers began to tire of a shopping experience that was inwardly-focused and disconnected from the community

(Southworth 2005, 152). After the prosperous and auto-oriented 1950’s and 1960’s emerged the idea that consumers were suffering from mall saturation or ‘mall fatigue’ as they rediscovered the idea of main street for its “social/functional space and the notion of street side retail”

(Southworth 2005, 152). To remedy these emerging sentiments, government incentives and regulations began to promote ‘smart growth’ policies which employed the ideas of the New

Urbanism movement such as high-density clusters of mixed housing and businesses, and open space for public use that allows more people to walk and use public transportation (Chudacoff et al. 2010, 275). These new ideas were employed to help failing malls by making them more like a typical main street, and to improve the retail strength of actual main streets.

This effort was lead in Madison by landscape architect Paul Friedburg who proposed a pedestrian-focused plan for State Street in line with the national trend towards creating pedestrian malls to revitalize downtown shopping districts (Wallace Roberts & Todd, LLC et. al

2001, 6). Friedburg’s plan to address the lack of pedestrians on State Street focused designs on the pedestrian experience, but he still asserted that it should be a “self-sustaining urban multi-use street with commercial, retail, and office serving functions with a built-in residential population”

(Wallace Roberts & Todd, LLC et. al 2001, 7). Since the streetcar rails had been removed, State

Street was a typical four-lane road. In 1974 however, Mayor Paul Soglin lead a successful effort to convert it to a two-lane, limited access road (only allowing buses, bicycles, and service vehicles) with extra-wide sidewalks.

Studies have shown that the re-introduction of auto traffic to State Street could increase its potential retail strength (JJR/Inc. 1999), but the “auto-free” character of the street has become part of its identity and was found to be just as, if not more important to citizens than more

convenient access by car (Wallace Roberts & Todd, LLC et. al 2001, 7). State Street’s current form as a pedestrian and transit mall seems unlikely to change as it is well supported by daytime government and university employees and by university students who are more likely to travel on foot or by public transportation (JJR/Inc. 1999). The City of Madison also receives federal funds for the upkeep and maintenance of State Street because it’s limited private vehicle traffic designates it as a “fixed transit guideway” (Wallace Roberts & Todd, LLC et. al 2001, 7). Taking these factors into account, the City of Madison created a comprehensive design plan for the State Street District in 2001 to improve the pedestrian and consumer access and experience of Madison’s “signature public space” (Wallace Roberts & Todd , LLC et. al 2001, 8). State Street still faces competition from other retail districts on the periphery of Madison’s urban area. But due to Madison’s strong planning efforts for the future, State Street’s role as the defining street where “the soul of the city, over years and decades, has taken shape”, seems to be safe (Wallace Roberts & Todd, LLC et. al

2001, 6).

Section 3: Pedestrian and Transit Malls

I. Revitalizing Downtown Retail

Urban retail grew from the 1870-1920’s and became the glue of downtowns across

American cities (Robertson 1997, 383). Transportation played a significant role in this growth with the implementation of streetcars, which allowed the customer base to expand, simultaneously promoting business growth and specialization. With the end of the streetcar era and the emergence of automobiles, downtown retail began to decline and businesses began to close as suburban malls became the dominant form of retail. The changes that the adoption of automobiles as the primary mode of transportation brought to urban form and urban retail did

not go unnoticed by city planners. Automobiles facilitated suburban retail due to its ease of access, with ample free parking, as well as the comfortable shopping conditions it provided, such as a climate controlled environment. Planners in the late 1950’s began to combat this trend of decentralization to the suburbs with construction of pedestrian malls. The year 1959 marked the beginning of pedestrian malls in the United States (Roberston 1997, 387). Planners used pedestrian malls to counter suburbanization trends and return retail to the city center.

A pedestrian mall is an area, typically several blocks in length, within a city center that blocks off any automobile traffic, to promote a walking city environment. This construction focuses on retail and entertainment allowing businesses to compete with suburban malls (Becker and Feehan 2011, 281). The “transit mall” is the first of three main types of pedestrian malls found in city centers. In this type, both pedestrians and any form of public transit is allowed to travel down the main corridor (Robertson 1993, 282). The second is a “limited auto pedestrian mall” where automobiles are only allowed to drive down a one way, single lane road (Robertson 1993,

282). The last type is purely pedestrian area and would allow no vehicular access at any point, whether it was public or private (Robertson 1993, 282). Even though each of these malls operates in a different manner, they all serve the same overarching goal to create a pedestrian friendly shopping and entertainment center to combat the growing popularity of suburban malls and to revive strength in a central business district. In Madison, State Street’s conversion to a part pedestrian mall and part transit mall is an example of the drive to bring retail back to the city center in response to the construction of East Towne and West Towne, Madison’s primary suburban retail centers.

Downtowns that were built after the 1950’s were designed for automobiles and inadvertently created an unsafe and unfriendly pedestrian environment (Robertson 1993, 274). In addition to creating an unfriendly environment for pedestrians, automobiles have led to increased distances and reduced pedestrian flows between destinations. These newer spaces in city centers are not used in a way that is conducive to downtown retail. Areas that could have had high concentrations of retail and entertainment opportunities have been replaced by large parking lots and office buildings with grand landscapes. Such urban sprawl isn’t the only thing that has impeded pedestrian activity in downtowns. Many downtown areas provide narrow sidewalks and obstacles that interfere with the pleasure of walking as well as the lack of aesthetics for a pleasurable experience (Robertson 1993, 274). Pedestrian malls were designed to combat all of these negative qualities of the downtown pedestrian experience. They were designed to be highly concentrated areas of retail and entertainment with large sidewalks that were easy to navigate and aesthetically pleasing. It was also important that these areas were conducive to social interaction to draw people back from the suburbs that were isolated from the culture and community found in downtowns.

American planners were not the original creators of the pedestrian mall, rather it was an idea adopted from European countries that used them to rebuild war-damaged city centers and improve downtown residential conditions. When cities within the United States implemented the malls, the intention was for economic revitalization of the city center (Robertson 1997, 387).

Kalamazoo, Michigan was the home of the first American pedestrian mall and was built in 1959.

This sparked a rapidly growing trend throughout the rest of the United States. It is estimated that by 1980 there were about 200 pedestrian malls with the majority of them being constructed in the

1970’s (Becker and Feehan 2011, 281). Planners saw the pedestrian mall as the solution for the dying retail base in city centers. However, the high hopes for successful economic revitalization began to dwindle by the 1980’s as pedestrian traffic declined.

Image of Kalamazoo Mall in 1965, 6 years after it was constructed. This mall was an example of a Pedestrian only mall, completely cutting off all forms of automobile traffic along the 3 block stretch. Source: Migenweb.org

II. The Rise and Fall of Pedestrian Malls

Pedestrian malls are considered today to be a failure by many planners, as they were generally unable to draw the desired retail back to the city centers. The comfortable environment of suburban malls in addition to the ease of access with automobiles allowed suburban retail to continue to dominate. After the 1980’s a significant number of the 200 pedestrian malls within the

United States were dissolved and opened back up to automotive traffic. Today roughly 30 pedestrian malls exist within the United States (Becker and Feehan 2001, 281). Adepoju Onibokun, a senior research fellow at the Nigerian Institute of Social and Economic Research, conducted a questionnaire for every city with a pedestrian mall in the United States in the early 1970’s before their decline (Onibukon 1975, 202-18). He familiarized himself with the environment of the malls

and then designed a 20 question questionnaire to send to the city halls of each host city. At this time there were 34 malls and Onibokun was interested in discovering the successes and the shortcomings of the relatively new movement. He wanted to know who proposed them, who was responsible for them and their upkeep, what impacts did they have, and what problems were associated with them.

There were many similarities in the responses of the city hall officials on what made pedestrian malls successful. First and foremost they emphasized that cooperation between city government and merchants on within the mall was essential for the success of the mall (Onibokun

1975, 206). In order for the malls to flourish the proposal, operation, and maintenance of the malls had to be joint effort among all of those involved. It was during this time that many of the cities saw numerous positive impacts such as:

“increased rates of voluntary improvements to property; acquisition of additional selling and storage space; reduction in the rates of store vacancies; more young and old persons in downtown areas; more out-of-towners among consumer foot traffic; noticeable changes in shopping patterns in general; higher pace of normal business expansion and an increase in community and variety activities and shows” (Onibokun 1975, 209).

Not all of these positive attributes applied every city; rather they varied from city to city considering each mall was operated in its own unique manner.

Just as most of the cities saw similar benefits of implementing pedestrian malls in their respective downtowns, they also saw many of the same problems. Many lacked planning in their implementation and did not conduct transportation studies, economic feasibility studies, community opinion studies, or maintenance feasibility and cost studies. Likewise many cities had not taken into account parking for people who needed cars to access the mall. In addition

businesses had limited or no access to deliveries and many malls had no municipal ordinances controlling mall use (Onibokun 1975, 210-11).

City officials strongly advised others who planned to implement pedestrian malls to take these processes and potential problems into consideration when developing their own pedestrian malls. Many malls that were constructed in the years following Onibokun’s research did not follow these guidelines however, which is one reason that out of the 200 pedestrian malls present at the apex of the movement, only 30 remain today. “Perhaps the most important factor in pedestrian street success is effective, competent management” (Becker and Feehan 2011, 286), which is a recurring theme of the failure of pedestrian malls by planners today. While Onibokun conducted his survey in a time when planners were very optimistic about the future of downtown retail revitalization through pedestrian malls, the planners coincidentally addressed the same problems that planners today blame for the fall of the pedestrian mall movement.

III. Why Have Some Pedestrian Malls Survived?

Many planners consider the pedestrian mall a failed movement. In most examples the malls did not bring economic revitalization, resulting in their dissolution and the opening of streets to automotive traffic once again. This wasn’t the case for all pedestrian malls though. Some have not only survived but flourished. Becker and Feehan describe the two overarching factors needed for a successful pedestrian mall as follows:

“Many pedestrian malls that have survived have had large pedestrian generators close by which complement the mall. Several successful pedestrian malls have colleges or universities nearby, such as Ithaca, Madison, Burlington, Charlottesville, Iowa City and Boulder. Others have tourist attractions such as Atlantic City or New Orleans. Typically all of these malls have pedestrian generators that attract visitors both during the day and in the evening, providing an important balance” (Becker and Feehan 2011, 282).

In order for a mall to be successful in revitalizing retail, customers need to come to the destination and utilize the businesses and services provided within the mall. The location of colleges and tourist attractions near a pedestrian mall not only bring in a large number of potential consumers but are often a convenient way to limit the need for parking for the mall specifically. In the case of Madison, State Street is located within very close proximity to the UW –

Madison campus and the State Capitol. Students and government employees provide an immense customer base for State Street and have easy access to it allowing frequent usage of the area.

Image of the 500 and 400 block of State Street in 2014. This image depicts pedestrian and transit transportation as well as the capital, which is one of the anchor points of State Street. The UW – Campus, the other anchor point is located directly behind the photographer. Source: Businessinsider.com

The next factor that has proven to be necessary for the success of a pedestrian mall is an active governing body that continually manages, promotes and maintains the mall. Today the most common and successful form of that governing body is a Business Improvement District (BID) which:

“helps downtown businesses compete with [suburban] malls by providing a way for businesses and property owners to band together for their collective good. The BIDs provided a way for the management and marketing of public space and provision of events and other activities that made vibrant urban cores” (Becker and Feehan 2011, 284).

State Street is managed by Downtown Madison, Madison’s Central BID, which brings together

State Street business owners and local government units in order to maintain and promote economic growth and social activity. As mentioned in the responses to Onibokun’s questionnaire, one of the most important factors that would lead to the the success of the malls is a strong governing body and BID’s offered exactly that (Onibukon 1975, 213).

Section 4: Site Specific Proposals and Plans

I. Understanding the State Street Market

State Street is home to nearly 300,000 square feet of retail and entertainment facilities.

Service, retail trade, finance, insurance, real estate, and government facilities make up the majority of this 300,000 square feet, resulting in over 22,000 employees and consumers in the area. Even with this large size, State Street is up against a great deal of competition with West

Towne and East Towne malls, as well as big box stores outside of the central business district. As these businesses offer better accessibility through parking lots and drivable streets, more shoppers are attracted to these areas rather than State Street (Gibbs Planning Group, Inc. 1999, 1-

5). Additionally, since both East and West Towne malls have several large scale and department stores, in comparison to the more specialized shops of State Street. Considering the hierarchy concept of the central place theory, department stores gain a higher location on the consumer hierarchy than specialized stores as consumers are able to access a wider variety of items at the store. Reflecting on this, it can be understood by consumer may be pulled to trade areas outside

of the CBD that offer a wider variety of goods from higher on the hierarchy and pushed from specialized stores lower on the hierarchy (Cadwallader 1996, 107).

Trade areas of Madison. The CBD is within the Central Downtown Region, West Towne mall within the Primary Trade Area, and East Towne mall is within the Secondary Trade Area. Madison’s Central Business Improvement District. 2015

With this in mind, it becomes clear that access and transportation act as critical factors in giving an identity and purpose to a space, while simultaneously managing the flow and interactions of the

place (Knowles 2009). Generally, existing as a pedestrian and transit mall, State Street has gained an identity appealing most to tourists and those within close proximity to the space.

Although the City of Madison does its best to make downtown retail available to everyone, there are several groups whom State Street tailors business to. This is achieved through the the generation of specialized stores and restaurants to create the feeling of State Street being a consumer destination, rather than a simple street. At the eastern end of the pedestrian mall, connecting to the State Capitol, numerous apparel shops, galleries, and sit down restaurants dot the landscape. Such retail and entertainment locations appeal to more professional and business oriented clientele. On the other hand, the western end of the Street, nearing the University of

Wisconsin Madison, occupies businesses geared towards students: bookstores, trendy apparel stores, bars, and fast food restaurants. Generally, the western campus end of the street is home to more casual, laid back spaces, where the eastern Capitol end offers higher-end experiences.

Furthermore, State Street is also populated by several tourists visiting the Madison area. Iconic places such as the State Capitol, museums, the Monona Terrace, and Kohl Center, and UW

Memorial Union Terrace pull tourists to the State Street retail area and act as some of the major pedestrian generators needed for a successful pedestrian mall (Gibbs Planning Group, Inc. 1999,

15).

II. State Street’s Role in Placemaking

Diction in many local planning documents justify using State Street as a study focal point:

“State [Street] is the most important street in Madison – economically, culturally and in terms of placemaking. And the 100 block is the most prominent and intact section of State Street” (The

Madison Trust 2011). This major route of Madison serves as the connection between the two

institutions whom have influenced city development at the highest level- the State Capitol and the state university (The Madison Trust 2011). Giving rise to our current conception of State Street, the City of Madison’s State Street Design Project set out in 2000 to redevelop this beloved street of Madison. The breadth of the new design was set to include the 100 to 600 blocks of State

Street, as well as a one block radius on each side of State Street, creating the State Street District.

Many adjustments were suggested to improve this major artery, many of which aimed at improving the individual experience in the area, whether that is on foot, bike, or public transport.

Improving the accessibility of the pedestrian mall, an extra nine foot “flex zone” has been added to the already 21 foot wide sidewalk. This extra space will allow for mixed use of the sidewalk, balancing the needs of all modes of transportation. Allowing for additional flexibility, in the areas where State Street intersects with cross streets, sidewalks are extended to minimize the time pedestrians spend crossing streets, while also maximizing the space pedestrians have to wait before crossing the street (Wallace Roberts & Todd, LLC et. al 2001, 4).

Following the guidelines for successful pedestrian mall management as described by

Becker and Feehan, City of Madison planners considered both local governance and business owners when redesigning the premier street of the city. The redesign project followed four major guidelines: flexibility, timelessness, durability, and sustainability. Flexible space allows for many users to feel more comfortable when enjoying the State Street cityscape and permits for as many functions to take place on the street as possible. Timelessness not only promotes longevity of the space, but also enhances the flexibility of the space to accommodate a wide variety of experiences. Durability of the street is a must when the large volume of pedestrians who use the space is considered. As State Street is a main attraction of the city, the street must be maintained

as a destination, rather than a simple street. Following sustainable building guidelines, preserves cultural and historical artifacts of the surrounding environment, seamlessly incorporate the unnatural and natural spaces, reuse materials, and minimize upkeep costs (Wallace Roberts &

Todd, LLC et. al 2001, 13).

In addition to alterations of the pedestrian mall itself, parks in the area were also considered for redesign. Park redesigns focused on accessibility to State Street and generating a design that would appeal to a variety of diverse uses. For example, Concrete Park near the Capitol

Square has been restructured to allow for a more exposed and welcoming atmosphere through the removal of concrete sitting walls (Wallace Roberts & Todd, LLC et. al 2001, 5).

Iconic buildings along State Street were also considered in the redesign project. Being one of the more iconic buildings along State Street, the redesign of the Overture Center was meticulously analyzed. The Overture Center redesign was given such attention as it was expected to transform the identity of the entire eastern portion of State Street. Planners coupled increasing the grandness of the Overture Center with the expected inclusion of art viewers and concert attendees to State Street, greatly adding to the dynamic nature of the area and in an attempt to restore an entertainment district (Wallace Roberts & Todd, LLC et. al 2001, 11).

Another prominent location along State Street is the six pointed intersection of State

Street, Johnson Street, and Henry Street, one of the four unique intersections in Madison. The iconic six pointed intersection has seen a great deal of transformation over time. In the 1900’s residential structures covered most of this space, however, it has since become increasingly commercial. As the transport of goods and ideas between the university, county, capitol, and the state as a whole increased, State Street followed the demand of the highly traveled street and

thus commercialized. Examples of commercial companies in the area during the early 1900’s include: a confectioner, a shoe shiner, a battery company, a chiropractor, and a delicatessen. In the same space today, an Asian restaurant, a convenience store, a pasta restaurant, and an art museum exist (Slavish 2012).

Transformations such as those above highlight the relationship between transportation and land use. For example, “as State Street emerged as a critical corridor between the expanding

University of Wisconsin–Madison...and state, county, and local government center[ed] on the eastern end, traffic increased, placing further demand on State Street as a commercial area”

(Slavish 2012). Such commercialization motivated property owners to convert their spaces to cater to the many customers traveling the commercial zone. Recognizing the extremely interconnected nature of transportation and land use, Shaw advocates for a complex relationship of transport and land use change over time. The back and forth between land use and transportation is noted to be extremely fluid- as one shifts, the other follows suit and vice versa

(Shaw 2009). In general, it is evident that State Street has seen a great deal of commercialization over history, in response to changes in land use, transportation, which in turn influences the types of people and activities that occupy the space.

Methods:

Drawing from resources at the Wisconsin Historical Society, Madison business directories, and more, we will construct a history of State Street from the perspectives of this primary data.

The Madison business directories, in particular, will be quite valuable in this research as these

documents depict the types of businesses present on State Street in extensive detail and will allow us to quantify its progression in relation with noted changes in transportation.

Historical photo analysis will also be implemented. Beyond the subject of the photo itself, a photo is much more than what is viewed upon first glance. Information about how people understand, use, and experience the landscape is communicated (Phillip and Johns 2012, 123). In reading the landscape of a photo, what is not included is as important as what is in frame. “As such, the historical record does not merely represent a given social reality that existed in the past, but instead gives voice to the specific discourses that reveal the intentions behind its construction” (Hanlon 2001, 24). These images provide opportunities in historical research beyond a first glance.

With all of this taken into consideration, a timeline in some increment significant to changes in transportation will be produced. It will not be evenly incremented, as the nature of history is perfectly sequential. The progression of State Street is not evenly spaced but that will make for a more compelling narrative. It is in these inconsistencies that the timeline becomes interesting. In addition to extensive historical visual analysis, we will also look to a more contemporary time, examining the city documents that lead State Street to become the destination that it is today.

Results:

The results of our data demonstrate trends in the four types of businesses: Retail,

Professional Services, Industry, and Entertainment, between 1858 and 2014. The time periods are at irregular intervals to reflect the milestones in transportation on State Street. The number of

businesses in each of our four categories fluctuated markedly through time. However, generally,

Industry waned as Entertainment grew (Fig. 2.2, 2.3). Retail consistently comprises slightly more than half of the business makeup on State Street for the extent of our timeline (Fig. 1.1). These trends will reflect changes in consumerism, advertising, and uses of State Street that coincide with the changes in transportation.

Fig. 1.1: This stacked histogram depicts the changing proportion of business type over time.

Fig. 2.1: This line chart depicts the trends of Retail businesses within the selected time period. The vertical lines separate the main phases of transportation that State Street went through and allows us to easily make connections between transportation trends and types of retail. Legend: A- 1858-1884: Pedestrians and Horse & Carriages, B- 1884-1892: Horse-drawn Railway, C-1892-1935: Electric Streetcar, D-1935-1974: Cars and Buses, E-1974-2014: Pedestrian and Transit Mall.

As previously stated, Retail has been relatively consistent throughout the selected study period, maintaining roughly half of the State Street business makeup when the data is normalized

(Appendix 1.3). With small peaks in 1937 and 1975 (Fig.2.1), Retail is relatively consistent in contrast to the other types of business. Looking at Retail in the raw data, a gradual increase between 1858 and 1937 is present, with a maximum value of 148 in 1937 (Appendix 1.2). The minimum is 19 in 1858 (Appendix 1.2). After 1937, there was a fall in Retail, decreasing from its maximum value in 1937 to 105 in 1955 (Appendix 1.2). Values following 1972 continued to decrease until 1975, where there was a small uptick with a value of 91 (Appendix 1.2).

Fig. 2.2: This line chart depicts the trends of Professional Services businesses within the selected time period. Legend: A- 1858-1884: Pedestrians and Horse & Carriages, B- 1884-1892: Horse-drawn Railway, C-1892-1935: Electric Streetcar, D-1935-1974: Cars and Buses, E-1974-2014: Pedestrian and Transit Mall.

The business category Professional Services experienced a trend not unlike Retail. Overall

Professional Services occupied roughly a third of the total businesses on State Street for the time period (Appendix 1.3). Professional Services had a series of of rises and falls between 1858 and

1935 before reaching a maximum value of 86 businesses (Appendix 1.2). After its maximum in

1937, Professional Services had a consistent decrease with a minimum value of 20 businesses, after the maximum, in 1977 (Appendix 1.2). After this time period, Professional Services had a small increase following 1977, with increasing values in 2004 and 2014 (Appendix 1.2).

Fig. 2.3: This line chart depicts the trends of Industry businesses within the selected time period. Legend: A- 1858-1884: Pedestrians and Horse & Carriages, B- 1884-1892: Horse-drawn Railway, C-1892-1935: Electric Streetcar, D-1935-1974: Cars and Buses, E-1974-2014: Pedestrian and Transit Mall.

Of our four business categories, Industry was by far the smallest. The highest percentage of

Industry occurred in 1858, our earliest year recorded, comprising only 13% of all businesses on

State Street (Appendix 1.3). The number of Industry-based businesses reached its highest point in

1892 with 13 locations contributing to only 10% of all businesses. After 1892, Industry slowly tapered off until it completely vanished from State Street in 1977, which makes it the only type of business not present throughout our entire timeline.

Entertainment has seen the largest growth out of all the businesses, beginning at its minimum of 4% of all businesses in 1858 and increasing to 33% in 2004. The rate of increase in number of establishments accelerated greatly after the 1970’s. The number of Entertainment businesses fluctuated from year to year, however there is an overall increase in the number of establishments with the study-wide maximum of 56 locations in 2014.

Fig. 2.4: This line chart depicts the trends of Entertainment businesses within the selected time period. Legend: A- 1858-1884: Pedestrians and Horse & Carriages, B- 1884-1892: Horse-drawn Railway, C-1892-1935: Electric Streetcar, D-1935-1974: Cars and Buses, E-1974-2014: Pedestrian and Transit Mall.

In recording the results of the overall totals of business type, there is a steady increase in businesses on State Street. Beginning in 1858, the minimum value is 30. The peak of this increase in total businesses is the maximum value of 255 in 1937 (Appendix 1.2). After 1937, the number of businesses on State Street decreased until 1977. After 1977, there was an increase in number of businesses. The numbers of businesses, as well as types, during the selected study years on State

Street are imperative in exploring the relationships between transportation, business, and the city.

Analysis:

I. Study Year Selection

When selecting our specific years of study, we aimed to construct as complete of a history of State Street as possible, focusing on years that corresponded to major shifts in transportation systems. We chose to collect data from business directories from the exact year of a major shift as well as two to three years before and after the shift, recognizing that shifts in transportation take time to implement and businesses would not alter automatically. Due to availability of business directories in the Wisconsin Historical Society and online through the University of Wisconsin

Digital Collection, the increments of time are not equal. If a desired study year did not have a directory available, we determined that selecting a directory as close as possible to our ideal year would still allow us to track trends effectively because we are looking at general trends over time.

To have more consistent data, additional years were selected in order to have data from the decades in the sometimes large gaps between major shifts in transportation. Ultimately, 16 years of business directories were chosen for study. This selection process allowed us to not only see the business content of State Street the year of a major shift but in the years before and after to see the effects the change had in the space, recognizing that changes are dynamic and not automatic (Appendices 2.1-2.16).

II. Categorization:

During initial data collection, we categorized businesses (Appendix 2.1-2.16) based on the typology of the business directories. As the types of businesses varied greatly over our timeframe, we combined and generalized categories that would encompass each individual business recorded

in order to chart our data effectively. This resulted in the creation of 45 categories (Appendix 1.1).

Due to the large number of business types, we further combined these categories into four more generalized groupings that reflected the four major business sectors present on State Street, including Retail, Professional Services, Industry, and Entertainment (see below). Generalizing in this way allowed for an easier analysis of trends in these sectors over time.

Retail was the largest of the four business types, containing 25 categories within it. These categories include: Animals, Appliances/Electronics, Art/Photography, Automobile, Bakery,

Books/Newspapers, Butcher, Cafe/Coffee shop, Chain Restaurant, Clothing, Confectionary/Ice

Cream, Department Store, Drug Store/Convenience, Firearms/Ammunition, Florist/Flowers,

Grocery/Dry Goods, Home Decor/Furniture, Jewelry/Watches, Liquor Store/Wine, Music, Shoes,

Smoke Shops/Cigars, Sporting Goods/Recreation, Toys/Gifts, and Transportation Supplies.

The 12 categories in the Professional Services business type include: Bank,

Cleaners/Laundry, Health Supplies/Professionals, Hotel/Boarding House,

Organizations/Foundations, Post Office/Shipping, Professional Office, Salon/Barber,

Schools/Academies, Skilled Tradesmen, Tailor/Dressmaker, and Telegraph/Telephone.

Categories within Entertainment, covering establishments where people would spend leisure time, include: Churches/Religious Institutions, Library, Restaurants, Tavern/Saloon/Bar, and Theaters/Entertainment.

The smallest business type, Industry, with only three categories, includes: Brewery/Beer

Bottler, Fuel/Power, and Manufacturing.

III. Graphics:

To visualize the trends over time in these four main business types, we created a line graph depicting the rise and fall of the total number of businesses in each sector for each year of study

(Fig. 2.1, 2.2, 2.3, 2.4). We created a stacked bar graph with data from every study year to not only track the changes in the total number of businesses, but also to visualize the changing proportion of each business sector over time (Fig.1.1). This allows for easier comparison between years to acknowledge rises and falls and rationalize them in relation to major transportation and economic events in each of the four business types. In order to maintain consistency and tell a story through our graphics, each type of business is assigned a color (Appendices 1.2, 1.3). These visual representations of the more broadly categorized data is useful to analyze the shifting consumer

experience based on the type of business occupying this setting. We combined and illustrated the very detailed year to year data that we collected from the business directories in order to depict large scale change in a local area.

Our research on the changing number of businesses and of the evolving proportion of different types of businesses at this microscale is useful for visualizing such abstract shifts in business in relation to transportation over time. However, it is impossible to isolate one street from the myriad of global and national trends that shaped society, technology, advertising, and consumerism during the time period of this paper, let alone from the regional trends in the municipality where the street is located. This study looks at the content of one specific shopping street over time, but lacks comparison to others in the City of Madison.

Discussion:

I. Entertainment

Entertainment has accounted for one of the biggest changes in business type on State

Street, specifically in more recent years. Over the course of the study we found that the total number of Entertainment businesses increased gradually from one establishment in 1858 to 56 in

2014 (Appendix 1.2). More importantly, the percentage of the Entertainment sector grew from 4% to 31% between 1858 and 2014. (Appendix 1.3) This growth was not a linear trend however. It slowly and steadily grew from 1858 through the 1970s and then grew exponentially after the late

1970s after the implementation of the pedestrian mall.

As the population of Madison grew and access to the city center after the implementation of the streetcar and adoption of automobiles increased, the number of Entertainment businesses

grew as well. Restaurants and bars/taverns had the most significant of growth from 1858 to 1911.

By 1911, both types of businesses reached seven establishments. (Appendix 1.1) In addition to the increase of State Street’s customer base, improvements in food preservation and shipping may also have led to this steady growth in the Entertainment sector. Food that previously could not reach restaurants because of spoiling were now able to be transported in refrigerated trucks and because this food was now accessible over a greater distance, more restaurants could serve a wider array of food.

Image of horse-drawn milk carriages in front of the Kennedy Dairy Co. in Madison WI in 1910. These carriages provided improvements in the capability of larger shipments of milk products in Madison. Wisconsin Historical Society Image ID: 102334 Creation Date: 1910

The total number of Entertainment businesses took a large dip by 1921. This was likely a direct impact of Prohibition which lasted from 1920 to 1933. Bars made up almost 37% of the

Entertainment sector in 1911 (Appendix 1.1) and once the ban on all production, transportation, and consumption of alcohol was put into place these establishments were forced to shut down immediately. Because alcohol-related business were such a large portion of this sector, the total

number of Entertainment businesses saw a decline from 19 establishments in 1911 to 13 in 1921

(Appendix 1.1). By 1931, Prohibition was still in effect, however the amount of restaurants increased significantly, rising to almost 17 establishments and dominating the Entertainment sector (Appendix 1.1).

After Prohibition, restaurants continued to dominate the Entertainment sector, which remained relatively stagnant until the implementation of the pedestrian mall in 1975. The total number of Entertainment establishments only varied +/- 3 from 1931 to 1977. This is surprising given the large decrease in the number of businesses between the 1940s and the 1970s which experienced a drop from 255 establishments in 1937 to only 119 in 1972 (Appendix 1.2).

Suburbanization was a major driving factor of this decrease in total establishments because malls on the periphery of the city offered more comfortable shopping conditions, as well as easy access for automotive transportation. These shopping centers usually focused on retail however, which is why Retail on State Street dropped significantly and Entertainment managed to remain consistent.

The University of Wisconsin–Madison (UW–Madison) student population also helped sustain

Entertainment on State Street. Students have limited access to cars and therefore entertainment opportunities outside of Madison’s downtown area. Because of the close proximity of the campus, many Entertainment businesses could be partially sustained by a student customer base.

The implementation of the pedestrian mall is likely the biggest factor in the accelerated increase of Entertainment establishments on State Street. After its construction in 1975, the amount of Entertainment establishments more than doubled, increasing from 25 in 1977 to 56 in

2014 (Appendix 1.2). State Street’s transformation to a destination allowed the bar, restaurant, and theater scene to prosper and was well suited for the continually growing student population

of UW–Madison. The 2001 State Street Design Project incorporated widened sidewalks which provided sufficient space for many restaurants and bars to have outdoor seating which has proven to be a big attraction for customers in the warmer months of the year.

View of 100 block of State Street in 1929 with narrower sidewalks and automobile traffic Wisconsin Historical Society Image ID: 25273 Creation Date: 192

View of 100 Block in 2013 after the 2001 State Street Design Project with outdoor restaurant seating and only pedestrian traffic. Source: competitiveeaters.com

Physical and infrastructural changes to State Street that promote the use of these

establishments are a major part of the 2001 State Street Design Project, aimed to improve the

experience of State Street. The Overture Center on the 200 block is an example of one of these

establishments. The area was reshaped to better serve the needs of the Overture Center and the

shops around it (Wallace Roberts & Todd, LLC et. al 2001, 16). You can see the comparison of

accessibility between the photo taken in 1913 and 2013. Bus stops outside the front doors allow

for easy access via public transportation.

View of 200 block, 1913: Vvarious businesses that View of 200 Block of State Street in 2013. On the right is the later became what is now the Overture Center, on Overture Center after the 2001 State Street Design Project. the rig ht. Wisconsin Historical Society Image ID: Madison Historic Trust. Created 2013 3150. Created 1913

Entertainment, though always present, flourished on State Street after the implementation

of the pedestrian mall. Since its construction, the number of Entertainment establishments has

reached a study wide peak in 2014 with 35 restaurants, 6 bars (note that a bar that also serves

food was categorized as a restaurant, such as State Street Brats), 12 theaters or entertainment

facilities (such as the Comedy Club), 4 libraries and 3 religious institutions (Appendix 1.1). The use of space created by the pedestrian mall was much better suited for Entertainment style businesses. It provided a safer, more spacious environment for consumers and the transition of

State Street to a destination allowed consumers to make more spontaneous shopping decisions when visiting, which they possibly would not have made if they were not already within the vicinity. The Entertainment sector remains a significant part of the street, offering nightlife for students and young professionals around downtown creating a rich and diverse landscape.

II. Retail

Throughout the entirety of the study period in this paper, Retail has comprised at least half of all recorded businesses. From 1858 to 2014, Retail has fluctuated only between comprising 50 to 64 percent of total businesses (see figure 1.1). This figure is evidence that modern literature’s reference to State Street as “Madison’s primary downtown shopping district” (JJR/Inc. 1999) has been true for much of its history, and that Retail on State Street, therefore, has comprised a significant portion of the consumer experience in this site. Quantitative evidence of the composition of State Street businesses through historic business directories, however, provides insight to how and why the content of Retail businesses specifically has changed rather dramatically over time due to a myriad of local and national factors.

Looking at Appendix 1.2 and Figure 2.1, it is clear that retail grew steadily from 1858 through 1937 when the number of Retail businesses had a study-wide peak at 148 businesses. This time period in Madison experienced large population growth and consistent increase in the implementation of public transportation which helped to geographically formalize the city’s central business district (Robertson 1981, 77). State Street’s location between the State Capitol

and UW - Madison, was an obvious choice for public transit routes from animal-drawn omnibuses, to the electrified trolley implemented in 1892, to the current metro bus system (Central Electric

Railfans’ Association 1969, 156). It made sense for businesses at this time to concentrate around streetcar stops and along the routes, eventually focusing entire urban areas around downtowns

(Robertson 1981, 79). This proliferation and general increase of Retail businesses on State Street began for this reason and allowed the trend to continue, surprisingly, through the Great

Depression. In fact, six of the 25 Retail categories saw historic peaks in the 1930s (Appendix 1.1).

The study-wide historic maximum amount of automobile related retail peaked at seven individual businesses in 1931, bakeries peaked at seven in 1931, clothing at 32 in 1931, drug stores at six in

1931 and 1935, grocery and dry goods at 22 in 1937, and jewelry and watches at 9 in 1937 (see image below). After this peak in 1937, there is a major decline in total number of Retail businesses in the next two study years through 1972 (Appendix 1.2).

This image of Harrold’s at 220 State Street in 1931 depicts a crowd on the sidewalk in front of the jewelry store for a dollar-day sale in an attempt to draw in customers during the Great Depression. Wisconsin Historical Society Image ID: 19495 Creation date: 1931

This decline in Retail businesses can be attributed to various interacting factors. Most notably to State Street specifically, is the termination of streetcar service in 1935 after a destructive ice storm (Central Electric Railfans’ Association 1969, 170). Bus service did immediately replace the streetcars, but a disruption of such as widely-used public transportation system can have innumerable effects on consumer access to this once central route and commercial destination. At the same time, increased ownership and use of personal automobiles often overloaded streets and were directed to routes that avoided central business districts (Chudacoff et al. 2010, 181). This problem would have been exacerbated in Madison’s narrow isthmus and likely could have deterred consumers from shopping on foot on this major thoroughfare now crowded with cars and buses.

The increased ownership of automobiles also fueled the national trend of suburbanization in post-war America which saw retail follow these markets away from city centers (Robertson

1981, 181). This trend would culminate, in Madison, with the opening of West Towne Mall in 1970 and East Towne Mall in 1971, a likely direct factor that caused the lowest total of Retail businesses in the 20th century on State Street to occur in 1972 (Appendix 1.2). Additionally, the maximum amount of department stores occurred in 1955 (Appendix 1.1), and though there were only two, the wide variety of merchandise sold in them would greatly reduce the need for smaller, more specialized shops in the area. Notable drops in retail business categories during this time include a decrease in clothing businesses from 27 total in 1937 to 18 in 1955, and in grocery and dry goods stores, which decreased from 22 total in 1937 to only four in 1955 (Appendix 1.2).

While many types of Retail businesses slowly disappeared from State Street during this time, those businesses that flourished are a testament to the strong source of well-educated

customers from the State Capitol and university. Books and newspapers experienced a study-wide peak in 1955 with 16 businesses, and music/musical instrument retail peaked this same year with seven total businesses (Appendix 1.1).

The major decline in total number of retail businesses in 1972 is followed by a significant increase to 91 total Retail businesses in 1975 (Appendix 1.2). This increase however, saw a marked difference in the types of retail that would come to define modern retail on State Street, as exemplified in the photos below that depict the same portion of the 100 block of State Street in

1960 and today.

This image of the 100 block of State Street circa 1960 This portion of the 100 block today includes a shoe image of the 100 block of State Street circa 1960 and gift store, restaurant, smoke shop, and depicts the intersection with State and the Capitol Teddywedgers Cornish pasties shop. Katherine Fadelli Square, interactions between pedestrians and November 2015. automobiles,T and the on-street parking system. Businesses depicted in this photo include Dykeman's Tempting Food and Olson's clothing store both with large, neon signs. Wisconsin Historical Society Image ID: 7236 Creation Date: 1960

This increase in total number of retail businesses can be attributed to the complete reconstruction of State Street in 1974 which converted the four-paned road into a two-lane, limited access road (allows only buses, bicycles, emergency and service vehicles) with extra-wide

sidewalks. This effort for this major change was led by Mayor Paul Soglin for a combination of reasons. The transformation of State Street into a pedestrian and transit mall would help the central shopping district compete with the newly opened malls on both the eastern and western outskirts of the city, spur economic development and job creation in the midst of the 1970s recession, as well as promote the use of public transit during the nationwide environmental movement. This new focus on pedestrians on State Street helped revitalize the shopping experience and fueled the increase in notably different types of Retail businesses. Consumers on

State Street, now generally without direct access to Retail by car, and traveling on foot or with public transportation, could not make the same large purchases of previous decades. Evidence of this change are clear in the marked increase of art and photography businesses from 2 in 1972 to

8 in 1977, and in music stores which increased from 1 to 6 businesses in the same time period

(Appendix 1.2). Toys and gifts also had been increasing steadily with 5, 6, and 8 individual businesses in 1955, 1972, and 1975 respectively (Appendix 1.2).

Additional physical and infrastructural changes over time, visible in the comparison of the two photos of the 100 block of State Street (see images above) and laid out in the 2001 State

Street Design Project, further promote this type of consumerism in this shopping district. Widened sidewalks with flexibly-used space between storefronts and the street promote the strolling and shopping styles best for the now prevalent gift and toy stores and boutiques and accommodate for the large crowds drawn to weekend events such as the Farmer’s Market and Art Fair on the

Square (Wallace Roberts & Todd, LLC et. al 2001). Such changes have helped revitalize the strength and number of Retail businesses on State Street but have significantly modified the types presented resulting currently in those types typical of casual shopping at a destination location.

Despite this major change in the content of State Street Retail and therefore the place it holds in the experience of a Madison consumer, the importance of Retail to State Street throughout its history is undeniable.

III. Professional Services

From 1858 to 2014, Professional Services on State Street accounted for roughly a third of the total businesses on State Street for the study period of this paper (Appendix 1.3). Looking to historic business directories for quantitative evidence as well as local and national transportation and economic trends, insight can be gained to better understand the reasons for shifts in

Professional Service business on State Street over time.

After experiencing a series of rises and falls between 1858 and 1935, Professional Services reached a study peak of 86 in 1937, likely due to the rising popularity of the automobile (Figure

2.2). The automobile era, beginning in the 1920s, allowed for decentralization of industry and suburbanization from the city core (Chudacoff et al. 2010, 180). To support the growing popularity of this new trend, auto service stations became more prevalent on State Street, while services such as barber and beauty shops decreased. For example, in study years prior to the 1920s no such services existed. However, between the years 1921 and 1937 (Appendix 1.1) there were nearly five occurrences of auto services per year on State Street alone. Following this peak in of 86 businesses in 1937, as auto services declined come the late 1950s, Professional Services businesses also declined, ranging from only 20 to 40 total businesses (Appendix 1.1). During this time consumers began to feel overwhelmed by the convoluted atmosphere clogged with vehicles and large shopping malls. This led many to reconsider the idea that a prominent city street could

act as a social space and provide a unique street side consumer experience (Southworth 2005,

152).

To overcome such concerns, city planners began to rethink the form and identity of State

Street. Most prominently, in 1974 this major artery of Madison was converted into a limited access road, only allowing for public transportation, bicycles and service vehicles. Following this major change in transportation on State Street, Professional Services rose slightly from 28 businesses in 1972 to 31 in 1975, and falling to 20 in 1977 (Appendix 1.2). With a new identity of a limited access street, Professional Services in the area did not change drastically. However, most shifts were seen in Retail, as the aim in creating such transit and pedestrian malls was to enhance the experience of retail consumers using the space (Robertson 1993, 282). With Retail taking the stage following the implementation of the pedestrian and transit mall, Professional Services did not increase significantly during the late 1970s.

However, moving into the twenty-first century, the number of Professional Service businesses was again on the rise, with business totals nearing 40 in 2014 (Appendix 1.2). When considering the redesign of State Street in 2001, it was noted that State Street could be divided into two very different geographies. The western end of the area, catering to UW–Madison students, characterized by bookstores, bars, and fast food restaurants, did not lend itself to a great deal of Professional Service businesses. In comparison, the eastern end of the street meeting the State Capitol is home to a wide variety of Professional Services including, health services, nonprofit organizations, and most prominently professional and governmental office spaces catering to working adults (Gibbs Planning Group, Inc. 1999, 15). Throughout our study, not only were businesses types and frequency analyzed, but also business addresses, allowing site specific

analysis of the location of certain business types. Overtime, it is evident that the majority of

Professional Service businesses were, and still are, concentrated at the hub of civic service- the

Capitol. With the rise in the service economy, it is rational that the number of Professional

Services businesses would increase in recent years, becoming especially prevalent near the State

Capitol.

Interestingly, not only did the frequency of Professional Service businesses shift over time, but the specific business type of service changed as well. In the early years of the study timeframe, most occurrences of Professional Service businesses included skilled tradesmen such as carpenters, contractor and builders as well as locksmiths, painters, dressmakers, and plumbers.

However, overtime, it became the norm for the content of Professional Service businesses to include public organizations and foundations (Appendices 2.1-2.16). Trends such as this coincide with larger national trends of the shift from a manufacturing focused economy to a more service oriented economy.

Looking back to 1929 in the image below, it can be determined that a majority of

Professional Services were located near the Capitol. The Young Women's Christian Association

(YWCA) dominated a majority of this block, showcasing the importance of professional advocacy for equal rights. The YWCA later relocated to East Mifflin Street, taking the place of the old

Belmont Hotel. Now, the space of the former YWCA (pictured below) is home to restaurants on the street level, replacing Professional Services with Entertainment venues. However, the prevalence of Professional Services in this area has been sustained through the many office spaces located above Retail and Entertainment venues. On the other hand, a tailoring business currently exists on the corner of this block. As of 1931, this same space was home to a confectionary

(Appendix 2.8). It is interesting to note that within the same block one space was converted from

Professional Service to Entertainment over time, while the neighboring business shifted from

Retail to Professional Services. Shifts such as this showcase the complex relationship between transportation systems and business type in a space. Furthermore, it can be noted that no cars are depicted on State Street in the current photo, while several cars dot the landscape in the 1929

photo. Instead, public transportation (pictured below) is used along State Street to transport citizens and consumers to their needs.

100 Block of State Street with people shopping along the storefronts under awnings and automobiles parked curbside. The triangular building on the corner (132 State St.) was built in 1928 as the Unique Building, designed by Frank Riley, for Olivia H. Titus who owned a shop by that name. Wisconsin Historical Society. Image ID: 25272 Creation Date: 1929

100 block of State Street, 2015. Professional offices up off street level, concentrated closer to the capitol square with Retail and Entertainment venues below. Breana Nehls. November 2015.

100 block of State Street, 2015. Tailor located on the corner of State Street and West Dayton Street. Metro busses highlight the prevalence of public transportation and lack of personal automobile use on State Street. Breana Nehls. November 2015.

Similarly, the 400 block of State Street experienced a comparable transformation. The historic photo below depicts the scene of the 400 block of State Street in 1915. Several

Professional Service businesses existed on this block during this time- ranging from laundry services, a tailor, and a wallpaper shop. During this period, Professional Services reached a second highest study peak of 76 businesses in 1911 (Appendix 1.2). Over time however, such Professional

Service buildings were rehomed by restaurants and specialty shops, highlighting the concept of

Retail and Entertainment taking over Professional Services on State Street over time. In the 2015 photo, commuters on bike and bus are depicted, in comparison to the streetcar lines in the 1915

photo. As Professional Service businesses were generally replaced with Retail and Entertainment businesses, the layout of State Street transformed to cater to those consumers visiting the area.

This was achieved through limiting automobile access to the street through the conversion to a transit and pedestrian mall and the expansion of sidewalks and flex use zones outside storefronts.

Trends such as those explained above showcase the interconnectedness of transportation transformations and the shifts in business composition of State Street through time.

The 400 block of State Street, 1915. The specialized types of retail on State Street: a tailor, laundry, electrical supply shop, wallpaper shop, meat market, grocery, and tea shop. The electric streetcar lines can be viewed in the foreground. Wisconsin Historical Society. Image ID: 25145

The 400 block of State Street 2015. Conversion of historic businesses into restaurants and specialty retail businesses. Retail and Entertainment takes the place of Professional Services. Breana Nehls. November 2015.

IV. Industry

The presence of Industry on State Street was relatively short-lived. Industrial businesses had a study-wide peak in 1892, with 13 businesses (Fig. 2.3). Since this date, the occurrences of

Industrial businesses have been in the single digits, with some years yielding no industrial businesses at all; these include 1955, 1977, 2004, and 2014 (Appendix 1.2). Even in the beginning of the study time period, State Street remained relatively consumer-oriented, so this comes as no surprise. While Industry was never a large portion of the total businesses, the types of Industry that were present point to trends in Madison’s economy, as well as how State Street’s purposes changed as transportation facilitated its evolution.

The rise of industry in Madison coincided with the expansion of transportation. Not long after Madison was incorporated, Industry on State Street grew over three-fold between 1858 and

1892. During this time rail transport, which facilitated much of Wisconsin’s industrial operations, expanded (Wisconsin Railroad History, 2012). The 1850s and 60s were important years for

establishing numerous train routes between Madison and neighboring cities including Chicago,

Beloit, and Fond du Lac. Between this time, 11 routes were added (Wisconsin Railroad History,

2012). At the height of the railroad era Madison had six stations, two of which were in close proximity to State Street (Wisconsin Railroad History, 2012). The growth of Madison necessitated transport solutions for its people in addition to its commodities. Decades later, in 1887, the

Madison City Railway Company electrified rails for downtown public transportation (Central

Electric Railfans’ Association 1969, 156). During the late 1800s, brewing and bottling businesses, manufacturing, including blacksmiths, and fuel companies for gas and heat were prevalent.

Though, this did not make a big impact in the makeup of businesses on State Street (Appendix

2.1). This era also marked the beginning of urban retail (Robertson 1997, 383). Given this fact, industry on State Street would soon experience great changes, as it turned away from Industry and more toward urban retail.

From an economic perspective, one factor in the decline of Industry in downtown Madison is the bid-rent curve. That is, the inverse relationship that exists between location, rent and distance from the market. A model of concentric circles depicts how as the distance from the market decreases, location rent increases (Cadwallader 1996, 43). With railroad expansion and an increasingly valued urban center, the incentive for Industry to move out of the city center increased. Bid-rent curves are altered by modes of cheaper transportation that make it possible for businesses and residences to be further removed from city centers. In addition to this factor, technologies, such as refrigeration, no longer required Industry to remain within a certain distance of its consumers (Wachs 2013, 1163). Further development in public transportation would cement State Street as an area for people, not industry.

The beginning of the 1900s signaled a new era in transportation and impacted State

Street’s business makeup once again. In this instance, the total number of businesses increased from 135 in 1894 to 200 by 1911 (Appendix 2.1). This new era signaled the introduction of the automobile and its widespread use. Industry decentralized as transport costs lowered and as greater mobility enabled people to move away from the city center (Chudacoff et al. 2010, 180).

Neither people nor industry were tethered to an urban core as they had once been. The first half of the 1900s ushered in an era of suburbanization that left city centers to pick up the pieces.

Industry was just one type of business that generally relocated from city centers. Started in the

1950s, the federal Interstate Highway program incentivized a diffusion of people and markets which promoted the moving away from the urban core (Wachs 2013, 1162). This trend, however, did not spell the demise for other types of businesses on State Street, as it did for Industry. After

1977, when three Industrial businesses were present, there were one or no industries recorded for subsequent years (Appendix 1.2).

In the wake of these changes on State Street, industry no longer served a purpose in the city center. With the rise of suburbanization came the concept of malls and shopping centers at the fringes of urban areas. However the appeal of these eventually faded. The search for more community-oriented options ushered a resurgence of the urban center as a hub for Retail, residence, and Entertainment. As Industry maintained its location outside of State Street, the three other types of businesses, Retail, Professional Services, and Entertainment, had growth in subsequent years (fig 1.1). So while the era of industry on State Street was relatively short lived, we can see how transportation was a major factor in its rise and demise. Large-scale methods of transport fostered its growth, while increasingly efficient transport issued it a one-way ticket out

of town. The rise of pedestrian-focused infrastructure also turned the urban centers into more

Retail, Entertainment, and Professional Services-oriented areas.

To bring the presence of Industry on State Street full circle look no further than the corner of State Street and Gorham Street. In the 1870s, Capital Brewery occupied the corner. It was the largest German-owned and run brewery in Madison (photo below). From this vantage point, the

brewery is the clear focus of this image. The photographer also found the opportune moment to capture the brewery as a bustling corner with shipments to deliver or receive. It is important to take into account the context of the image (Phillip and Johns 2012, 123). The mode of transport most present is horse car, holding the barrels of beer. While the first city-wide horse car system was not introduced until 1884, it is apparent that Industry was one of the first sectors of the city that needed such substantial transportation solutions (Central Electric Railfans’ Association 1969,

156). Today we see another business that is evidence of Wisconsin’s affinity for beer.

Established in 2015, HopCat is one of the newest bar and restaurants in town. From the lens of this project, the modes of transportation have greatly changed. What was once a relatively unregulated intersection of horse cars and pedestrians, is today a busy pedestrian mall intersected by a main street with traffic lights. Comparing these two images one can see many differences in transportation, but perhaps less obvious is signage. The 1870s brewery proudly displays Capital

Brewery with a sign that could be seen from blocks away. The signage for HopCat is more street- level to accommodate the pedestrian clientele. Both businesses sold beer and this is not the only aspect in common. Echoing former occupants of this street corner, HopCat has a rather industrial exterior. Has industry become so far removed from the city center that businesses now seek to emulate it in their architecture? The large rectangular windows and sheet metal storefront is

Image depicts Capital Brewery. Note the the Image of State Street and Gorham today. HopCat, 2015, horse carriage with barrels of beer. This business pictured in center. 2015. Katherine Fadelli was located on the corner of State Street and Gorham Street. 1873. Image ID 11692

certainly a nod to the former industrial era.

Future Research:

The 16 selected years of study for this paper allowed for an adequate tracking of trends over an expansive time period. However, given the opportunity for additional research, the authors of this paper would focus efforts on collecting business directory data from every year available to create a more comprehensive data set. Annual data collection, rather than studying selected years around major transportation events, would help to create a more complete picture

of the trends of various business types on State Street and would ensure that no unpredicted fluctuations occurred between this study’s selected years. Additionally, the authors of this paper would like to look deeper into Sanborn Fire Insurance Maps to track the shift from residential to commercial spaces on State Street overtime. Further research on this subject might include using historic business directories to contextualize the business content of State Street within a comprehensive data set of the entire city. Certain types of businesses might not have been present on State Street because of site specific limitations, or because this business type simply was present elsewhere. That is, when a business subcategory is missing from State Street in a certain year, that does not mean that it was missing from Madison altogether. Further expanding the project, the authors would like to research turnover rates of businesses along State Street to better understand why certain businesses remained on the street longer than others.

Conclusion:

Using historic business directories, the authors of this paper aimed to detail how the shifts in transportation on State Street over time affected the business landscape. Our data collection, and data categorization, focused the results of our research around the trends of the four types of businesses that we identified on State Street -- Entertainment, Retail, Professional Services, and

Industry. Due to the myriad of historic, economic, and local infrastructural factors that have in some way affected the transportation and retail landscape of State Street, the results of our research are multi-faceted and can be interpreted in multiple ways.

Looking at the total number of State Street businesses in relation to transportation events over our selected study years, one notices a steady increase of businesses as the city of Madison grew, the streetcar was implemented, and as Fordist production and personal automobiles gained popularity. After the study-wide maximum of 255 total businesses in 1937, the total number of businesses dropped and fluctuated until a steady increase was reinstated a few years after State

Street was converted to a pedestrian and transit mall in 1974.

Analysis of the content of the total number of businesses on State Street over time provides insight on how local transportation infrastructure and market factors dictated what types of businesses comprised this central business district (CBD) in Madison. Industry saw a reduction in its percentage of total businesses soon after the start of our study period and is completely absent at the end of the selected study years. As industrial businesses moved to the periphery of urban areas in Madison and other U.S. cities, Professional Services and other office-oriented businesses often took their place as the land value in CBDs increased. The proportion of

Professional Services increased until its peak at 38 percent in 1911 (Appendix 1.2), then decreased steadily, but has recently seen an upswing in the last two selected study years. Retail businesses have consistently made up over half of all businesses on State Street over time, evidence of the street’s role in Madison as a major shopping district, which remains true to this day. As

Professional Services weaned and Industry disappeared from State Street, Entertainment businesses have experienced the greatest amount of growth over time, increasing from 4% in

1858 to its study-wide maximum of 33% in 2004 (Appendix 1.3).

Despite the micro-scale of this study’s location, creating a holistic representation of the evolution of State Street’s business landscape requires synthesis that incorporates and combines localized data and transportation events with larger-scaled spatial and economic trends. In addition to these generalized trends, the business landscape of State Street was also formed in part by the physical restrictions of Madison’s location on an isthmus and by local stakeholders, such as city officials, urban planners, business owners, and consumers themselves, throughout history. With all of these factors in mind, the evolution of the business landscape in Madison can be generalized to several broad trends. State Street saw an increase in total number of businesses from the implementation of the streetcar through its high popularity and sudden removal. As auto traffic began to dominate the street, Retail businesses became most prominent and reduced the diversity of business types. The total number of businesses also decreased during this time as

State Street faced competition from regional malls on the periphery of the urban area. After the pedestrian and transit mall was implemented, the number and diversity of State Street businesses grew as the return to a focus on pedestrians allowed for major growth in the dining and

Entertainment sector. This closer look at the complex history of State Street allows one to begin to

see how its specific co-evolution with transportation has led to its unique role in Madison today as both a major artery for public transportation as well as a bustling, pedestrian-focused Retail and

Entertainment district reminiscent of the walking cities of yesteryear.

Appendix 2.1: 1858 Business Directory Business Type Number Address Baker 1 State N Fairchild Black/White Smiths 2 State N Gilman State N Henry Brewer 1 State E Gorham Butcher 2 State N Gorham State N Henry Clothiers, Wholesale & Retail 1 State N Henry Coach & Carriage Makers 1 State N Gilman Contractor 1 State N Murray Dressmaker 1 State N Frederick Drugs & Medicine, Retail 1 State N Fairchild Dry Goods, Wholesale & Retail 2 State N Mifflin State E Gilman Grocers, Wholesale & Retail 7 State N Johnson State N Gorham State N Dayton State N Mifflin State E Gilman State N Mifflin State N Henry Hair Dressers 1 State N Fairchild Harness Makers 1 State N Gilman Hotels 2 State N Henry State N Henry Iron Founders 1 State E Johnson Milliners 1 State E Johnson Physicians & Surgeons 1 State N Henry

Porter Houses 1 State N Fairchild Shoe Maker 1 State N Hamilton Wine And Liquors, Wholesale And Retail 1 State C Fairchild

Appendix 2.2: 1890 Business Directory Business Type Number Address Bakers And Confectioners 1 328 State

Barbers 3 N.W. Cor. State And W. Gilman Under 433 State 127 State Bath Rooms 2 Under 433 State 127 State Beer Bottlers 2 223 State 235 State

Billiard Halls 2 124/126 N Fairchild Cor. State 431/433 State Blacksmiths 1 409 State Boarding Houses 1 128 State Books And Stationary 2 427 State 235 State Boots And Shoes 3 410 State 309 State 326 State Breweries 1 329-335 State Brewers' Agents 1 223-225 State Broom Manufacturers 1 304 State Butchers 1 205 State Carpenters/Contractors/Builders 2 713 State 303 State

Carriages, Wagons, And Sleighs 1 409 State Cigar Manufacturers And Dealers 2 Over 105 State 218 State Clothing 2 416 State 122 State Curtains 1 114 State Decorators 1 114 State Dressmakers 5 219 State 714 State 130 State 831 State Over 311 State Over 417 State Druggists 1 S.W. Corner State & Gilman Dry Goods 1 311 State Embroidery And Fancy Work 1 311 State Feather And Mattress Renovators 1 316 State Fishing Tackle 1 115 State Fruits And Confectionery 3 509 State 226 State 328 State (Ice Cream) Furnaces 1 105 State Furniture Manufacturers And Dealers 1 222 State Gas Fixtures 1 215 State General Stores 1 228-230 State Groceries 5 413 State 432-434 State 310 State 207 State 228-230 State

Gunsmiths 1 115 State Hardware, Stoves, And Tin Ware 1 105 State Hats, Caps, And Furs 1 416 State

Hotels 2 124-126 N Fairchild Cor. State 321-323 State Insurance Agents 1 117 State Laundries 1 109 State Livery, Sale And Boarding Stables 2 508 State Cor. Henry And State Locksmiths 1 115 State Men's Furnishing Goods 2 416 State 122 State Merchant Tailors 1 302 State Midwives 1 420 State Ministers 1 540 State Moudlings 1 114 State Natural History And Bird Store 1 126 State Notions 1 311 State (Embroidery Store) Oyster Dealers (Wholesale) 1 402 State Packers 2 402 State 205 State Painters 1 114 State Paints And Oils 1 S.W. Cor. State And Gilman Paper Hangers 1 114 State Plasterers 1 713 State Physicians 1 518 State Platers (Gold, Silver, Nickel) 1 234 State Plumbers 1 215 State Real Estate 1 117 State Saloons 6 318 State

333 State 227 State 431-433 State 117 State 101-103 State Cor. Mifflin Sausage Manufacturers 2 402 State 205 State Sign Painters 1 114 State Sporting Implements 1 115 State Stamping And Embroidery 1 311 State Stationary 1 Cor. State And Gilman Tailors 2 124 State 121 State Taxidermist 1 126 State Toilet Articles 1 Cor. State And W. Gilman Upholsterers 1 222 State Wall Paper 1 114 State Watches, Clocks And Jewelry 1 237 State Window Shades 1 114 State Wines And Liquors 2 223-225 State

Appendix 2.3: 1892 Business Directory Business Type Number Address Nw Corner State And W Academies And Schools 1 Gilman Ammunition 1 115 State Artists 1 State Bank Building (102 State) Bakers And Confectioners 1 328 State Barbers 4 235 State Nw Corner State And W Gilman 433 State 127 State Nw Corner State And W Bath Rooms 3 Gilman 433 State 127 State Beer Bottlers 1 333 Billiard Halls 2 431 And 433 303 Blacksmiths 1 409 Books And Stationary 2 235 427 Boots And Shoes 4 404 410 309 326 Bowling Alleys 1 217 Breweries 1 329-335 Brewers' Agents 1 223-225 Broom Manufacturers 1 304 Butchers 3 402

205 502 Carpenters/Contractors/Builders 1 213 Carriages, Wagons, And Sleighs 1 409 China, Glass, And Queensware 2 413 408 Cigar Manufacturers And Dealers 5 235 332 State Corner Gorham 226 Sw Corner State And W Gilman 216 Cigars, Wholesale 2 105 216 Clothing 2 416 122 Curtains 1 230 Decorators 1 230 Dressmakers 7 714 311 831 226 219 328 417 Druggists 332 State Corner Gorham Sw Corner State And Gilman Electric Bells 1 115 Fish And Game 1 402 Fishing Tackle 1 115 Fruits And Confectionery 6 235

506 226 235 509 328 Furnaces 2 105 401 W Gilman And State Furniture Manufacturers And Dealers 1 222 Gas Fixtures 1 215 Gas And Steam Fitters 1 215 General Stores 1 228-230 Groceries 7 413 316 408 432-434 310 207 228-230 Gunsmiths 1 115 Hardware, Stoves, And Tin Ware 2 105 401 Gilman Corner State Hats, Caps, And Furs 2 416 122 Horse Shoers 1 409 124-126 N Fairchild, Corner Hotels 3 State 321-323 227 House Furnishing Goods 1 114 Insurance Agents 1 117 Laundries 1 306

All State Bank Building (102 Lawyers 3 State) Livery, Sale And Boarding Stables 1 508 Locksmiths 1 115 Men's Furnishing Goods 1 416 112 Merchant Tailors 1 302 Midwives 1 420 Ministers 1 540 Oyster Dealers 1 402 Packers 2 402 205 Painters 2 230 420 Paints And Oils 2 230 Sw Corner State And Gilman Paper Hangers 1 230 Physicians 1 518 Pictures And Picture Frames 1 230 Mixed Use Facility Platers (Gold, Silver, Nickel) 1 234 Plumbers 1 215 Real Estate 3 541 State Bank Building (102 State) 117 Saloons 8 217 333 117 224 227 431-433 301-303

101-103 Mifflin Corner Sash, Doors And Blinds 1 213 Sausage Manufacturers 3 205 402 502 Second Hand Stores 1 114 Sign Painters 1 280 Sporting Implements 2 115 401 W Gilman Corner State Stationary 1 Corner State And Gilman Steam Heating Apparatus 1 215 Steamship Agents 1 State Bank Building (102 State) Tailors 2 124 121 Toilet Articles 2 332 State Corner Gorham Corner State And W Gilman Upholsterers 1 222 Wall Paper 1 230 Watches, Clocks And Jewelry 1 216 Window Shades 1 230 Wines And Liquors 2 223-225

Appendix 2.4: 1894 Business Directory Business Type Number Address Ammunition 1 115 Artists 1 State Bank Building Bakers And Confectioners 2 230 328 Barbers 5 237 433 Nw Corner State And W Gilman 414 127 Bath Rooms 3 433 414 127 Beer Bottlers 2 223-225 333 Billiard Halls 5 217 318 431-433 303 326 Blacksmiths 2 409 409 Books And Stationary 2 427 235 Boots And Shoes 5 404 410 120 309 326

Bowling Alleys 1 217 Breweries 1 329-335 Brewers' Agents 1 223-225 Broom Manufacturers 1 304 Butchers 3 402 205 502 Carpenters/Contractors/Builders 3 306 213 432 Carriages, Wagons, And Sleighs 1 409 China, Glass, And Queensware 2 413 408 Cigar Manufacturers And Dealers 2 105 216 Cigars, Wholesale 2 105 216 Clothing 2 416 122 Decorators 1 215 Dressmakers 5 209 124 220 130 219 Druggists 2 332 State Corner Gorham Sw Corner State And Gilman Electrical Appliances 2 115 224 Fish And Game 1 402

Fruits And Confectionery 7 436 226 509 235 328 221 506 Furnaces 2 105 401 Gilman Corner Of State Furniture Manufacturers And Dealers 1 222 Gardeners 1 103 Gas Fixtures 1 224 Gas And Steam Fitters 1 215 Groceries 5 413 316 408 310 207 Gunsmiths 1 115 Hair Goods 1 126 Hardware, Stoves, And Tin Ware 2 105 401 W Gilman Corner State Hats, Caps, And Furs 2 416 122 Horse Shoers 1 409 409 Hotels 2 321-323 227 Insurance Agents 1 119 Jewelers 1 218

Laundries 1 317 Lawyers 3 All State Bank Building Livery, Sale And Boarding Stables 1 508 Locksmiths 1 115 Men's Furnishing Goods 2 416 122 Merchant Tailors 1 302 Midwives 1 420 Ministers 1 540 Moudlings 1 215 Notions 1 408 Oyster Dealers (Wholesale) 1 402 Packers 2 402 205 Painters 3 215 114 420 Paints And Oils 3 215 Sw Corner State And Gilman 114 Paper Hangers 2 215 114 Physicians 2 518 301 Pictures And Picture Frames 1 215 Platers (Gold, Silver, Nickel) 1 234 Plumbers 1 215 Real Estate 2 541 117 Saloons 7 217

318 333 117 227 431-433 301-303 101 213 Sausage Manufacturers 3 402 205 502 Sign Painters 1 205 Sporting Implements 2 115 401 W Gilman Corner State Stationary 1 Corner State And Gilman Steam Heating Apparatus 1 224 Steamship Agents 1 State Bank Building Tailors 1 121 332 Corner Of Gorham And Toilet Articles 2 State Corner State And W Gilman Upholsterers 1 222 Wall Paper 2 215 114 Watches, Clocks And Jewelry 1 218 Window Shades 2 215 114 Wines And Liquors 2 223-225

Appendix 2.5: 1900 Business Directory Business Type Number Address Academies & Schools 4 719 [2] Over 301 Over 412 Ammunition 1 115 Architects 1 108 Artists' Materials 1 118 Athletic Goods 1 436 Bakeries 3 221 421 111 Barbers 3 231 414 127 Bath Rooms 2 414 127 Beer Bottlers 2 223 333 Bicycles And Repairing 1 113 Blacksmiths/Horse Shoers 1 409 Boarding Houses 4 545 631 545 417 Books And Stationary 3 412 436 504,06 Bowling Alleys 1 217 Breweries 1 329-335

Butchers 3 402 311 205 Carpenter/Contractor/Builder 1 213 Caterers 1 110,12 China/Glass 1 408 Chinese Store 1 306 Chiropodists 1 Over 221 Cigar Manufact & Dealer 5 126 Over 101 236 228 216 Cleaners, Repairers 1 129 Clothing 3 416 122 228 Confectioners 1 110,12 Confectionary 1 328 Dairies 1 229 Decorators 2 215 114 Dentists 2 Over 302 108 Draymen 1 527 Dressmakers 6 Over 223 Over 311 Over 219 201 Over 222

120 Druggists 2 509 502 Dry Goods 1 430 Electrical Contractors 2 114 301 Electrical Supplies, Electrician 1 301 Employment Agencies 2 229 113 Fishing Tackle 1 115 Florists 1 120 Fruits/Confectionery Retail 4 509 236 110,12 328 Funeral Directors 1 123 Gardeners 1 Over 101 Gas Fixtures 1 224 Gas And Steam Fitters 1 224 Grocers 4 510 209 434 226 Hardware, Stoves, Tin Ware 1 105 Hats, Caps, Furs 2 416 122 Hotels 1 227 House Furnishings 1 105 Insurance Agents 1 119 Jewelers 2 218

425 Kindergarten 1 723 Laundries 2 317 306 Lawyer 1 108 Livery, Sale And Boarding Stables 1 508 Locksmiths 1 115 Manicure And Shampooing 1 Over 221 Men's Furnishing Goods 4 430 416 122 222 Merchant Tailors 5 302 121 332 222 404 Midwives 1 420 Milliners 2 234 120 Sheet Music 1 436 Music Teachers 3 301 723 302 Musical Instruments 1 436 News Depots 2 228 436 Oysters, Fish And Game 2 311 205 Packers 2 402

311 Painters And Paper Hangers 3 215 118 420 Paints And Oils 4 S W Cor State And Gilman 215 118 502 Phonographers 1 113 Photographers 1 108 Physicians 3 108 108 518 Physicians' Supplies 1 502 Pictures, Picture Frames 3 215 118 436 Plumbers 1 224 Railroad Office 1 108 Real Estate And Loans 2 541 119 Saloons 9 303 227 217 309 318 333 431,33 101 220

Sash, Doors, And Blinds 1 213 Sewing Machines 1 305 Shoes 2 109 326 Smokers' Articles 2 126 226 Sporting Implements 3 115 436 504 Stationary 3 412 436 502 Steam Heating Apparatus 1 224 Steam Fitters 1 224 Stenographer/Typewriter Supplies 1 113 Toilet Articles 1 509 Undertaker 1 123 Upholsterers 1 230 Wall Paper 2 215 118 Watches, Clocks, And Jewelry 2 218 425 Window Shades 2 215 118 Wines And Liquors 2 223

Appendix 2.6: 1911 Business Directory Business Type Number Address Academies And Schools 2 510 433 Ammunition/Guns 1 115 Architects 1 108 Artists' Materials 2 413 118 Bakeries 3 334 328 111 Banks 2 236 102 Barbers 4 127 233 230 414 Beer Bottlers 1 223 Bicycles 1 113 Blank Books, Stationary 1 436 Boarding, Rooming Houses 1 417 Books And Stationary 3 412 436 504-508 Boot And Shoe Mngr. 1 326 Boot And Shoe Manufactures 3 404 209 232 Bootbacks 2 302.5 211.5

Breweries 1 329-333 Carpenters, Contractors, Builders 1 211 Caterers 1 110-112 Cigar Manufactures. 4 101-3 227 312 216 Cigars And Tobacco 3 320 235 225 Clergymen 1 712 Clothes Cleaners 4 511.5 513 406 405 Clothing 4 105 416 122 222 Confectioners 2 110-112 528 Confectionary 7 207 231 509 110-12 334 528 421 Delicatessen 1 302 Dentists 4 302

416 108 108 Department Stores 1 202 Designer 1 427 Dressmaker 10 420 413 332 232 311 303 326 407 227 227 Druggist 2 507 502 Dry Goods 4 308-10 418 430 219 Electrical Supplies Retail 3 203,205 507 301,305 Embosser 1 427 Engineers Consulting, Hydraulic Sanitary 2 108 530 Florist 1 226 Flour And Feed Dealers 2 227 408

Fruits 2 231 402 Furniture 1 26 Grocers 7 227 302 107 408 419 434 334 120 Hair Dressers 4 210 108 419 210 Hair Goods 3 304 313 509.5 Hats And Caps 4 228 416 122 222 Insurance Agents 3 108 108 117 Jewelers 4 434 334 405 326 Laundries 4 429,431

304 313 509.5 Lawyers 1 108 Livery Sale And Boarding Stables 1 Rear 211 Locksmiths 1 115 Machinists 1 129 Manicure 1 210 Massage 3 210 419 217 Meat Markets 1 422 Mechanician 1 129 Medicine 1 108 Men's Furnishing Goods 1 428 Merchant Tailor 2 228 306 Milliner 3 318 401 234 Newspapers 1 427 Opticians 1 221 Paints, Oils, And Brushes 1 118 Painters, Paper Hangers, Decorators 2 406 315 Photographers 3 128 119 507 Physicians 2 433 108

Pictures, Picture Frames 1 413 Plumbers And Gas Fitters 1 311 Printers 1 427 Publishers 1 407 Real Estate And Loans 4 108 321,35 108 117 Restaurants 7 415 130 218 207 437 312 110,12 Saloons 7 220 322 117 329,33 101,03 307 215 Sash, Door And Blinds 1 213 Shoe Manufacturers 1 326 Shoes 6 217 109 214 432 326 504,08

Sign Writers 2 231 315 Tailors 4 513 431 406 705 Tea, Coffee, And Spices 2 126 120 Theatres 2 208,12 204,06 Undertakers 1 123 Upholsterers 1 309 Wines And Liquors 1 223

Appendix 2.7: 1921 Business Directory Business Type Number Address Artists 1 State Bank Building Artists' Materials 3 648 118 130 Apartment 1 529 Automobile Electric Equipment 250 1 306 Automobile Electrical Repair 1 250 Automobile Service 1 250 Automobile Used Cars 1 250 Bags 1 416 Bags Repair 1 416 Bakers And Confectioners 1 426 Beauty Parlors 1 317 Bands 1 420 Banks 3 412 State And Gilman 102 Banquets 5 233 127 207 616 638 Bath Rooms 1 317 Batteries 1 250 Billiard Halls 3 644 223 532

Books And Stationary 1 328 Bowling Alleys 1 662 Breweries 1 321 Bridal Bouquets 2 226 Brief Cases And Portfolios 1 416 Buttons 2 226 538 Carpenters/Contractors/Builders 2 301 306 Cameras 1 212 Camera Manufactures 1 426 Caterers 1 426 Cigars Retail 1 532 Chocolates 1 426 Chiropractors 3 408 317 Crockery And Glassware 1 126 Cleaners And Pressers 1 538 Clothing Cleaners 2 538 429 Clothing 5 435 219 234 222 203 College Of Music 1 506 Clothing Repair 1 538 Confectioners 6 426 205 528

114 231 306 Cut Flowers 1 226 Decorations 1 226 Decorators 1 118 Delicatessens 1 302 Dentists 3 624 105 672 Dressmakers 3 531 226 538 Druggists 5 210 501 114 670 680 Dry Goods 2 504 430 Dyers And Cleaners 3 509 538 538 Electrical Appliances 1 306 Electric Mazda And Nitrogen Lamps 1 301 Electric Motors 2 305 602 Electric Rangers 1 301 Electric Baths 1 317 Electric Repairing 2 602

301 Electric Shop 1 602 Electric Treatment 1 317 Electric Vacuum Cleaners 1 301 Electrical Repair Shop 1 527 Feather And Mattress Renovators 1 538 Fans 1 306 Flashlights 1 306 Florists 2 222 226 Fruits Dealers 1 236 Groceries 3 419 434 107 Gowns 1 226 Glass 1 118 Hair Dressers 3 317 642 233 Hats 2 317 538 Jewelers 7 124 216 218 220 310 521 406 Kodak And Supplies 2 606 212

Ladies' Furnishing Goods 3 324 202 121 Lamps 1 306 Leather Goods 1 416 Manicuring/Masseurs 1 317 Meat Markets 1 421 Medical Baths 1 317 Medicine Cabinets And Mirrors 1 315 Men's Furnishing Goods 3 115 413 222 Millinery 5 324 318 309 320 230 Ministers 1 731 Motors And Generators 1 306 Moulding 1 118 Music Teachers 1 506 Musical Instruments 4 101 114 305 215 Nerve Specialist 1 302 Newspapers 1 326 Nurses 3 525 218 642

Optometrists 1 521 Office Supplies 1 521 Opticians 1 521 Package Delivery 1 118 Paints And Oils 1 118 Physicians 1 105 Piano 1 215 Popcorn 3 130 314 408 Pictures And Picture Frames 3 State And Frances 118 218 Photographers 3 525 322 608 Photographers Supplies 1 606 Pleating 1 226 Plumbers 1 311 Printers 1 232 Public Buildings 10 831 102 217 105 816 222 208 803 218 122

Real Estate 2 State Bank Building 331 610 Restaurants 7 126 306 664 317 437 422 425 Refrigerators 1 315 Shoes Retail 8 217 224 401 109 214 614 432 326 506 Shoe Shiners 3 319 128 302

Shoe Repair 4 436 666 209 414 School Of Art 1 506 Sewing Machines And Agents 1 113

Sign Painters 2 644 231 Sporting Goods 1 506 Stationary 1 606 Suit Cases 1 416 Stenographers And Typewriter Supplies 1 521 Tailors 7 506 405 129 221 228 312 410 Tea Shops 2 511 417 Theatres 1 204 Victrolas Phonograph 1 215 Wall Paper 2 415 118 Water Heaters 1 N/A

100

Appendix 2.8: 1931 Business Directory Business Type Number Address Accessories 10 105 205-07 223 227 228 231 233 514 528 602 608 Antiques 1 113 Art 2 130 524 Auto Rental 3 250 531 610 Auto Repair/Parts 2 250 329 Bakery 4 111 310 418 516 Bank 3 102 502-04 610 Barber 6 127 315.5

101

324 640 709 803 Boilers 1 501 Book Store 2 643 712 Cafe 1 410 Campus Building 2 821 831 Chiropractor 2 332 521 Church 3 713 731 811 Cigars 1 328 City Health Dept. 1 311 Cloth Making 5 105 123 210-03 433 610 Clothing 17 109 113 121 126 206 222 229 234

102

340 513 520 546 558 619 644 658 720 Clubs 1 803 Coal Company 1 125 Confectionary 7 132 309 318 540 548 707 710 Construction 1 545 Decorator 1 118 Deli 1 440 Dentist 6 105 228 231 303 317 503 Dept. Store 1 313-15 Doctor 1 210 Dormitory 1 556

103

Drug Store 6 114 204 206 501 676 708 Dry Goods 3 201-203 202 430 Electric Co 2 506 720 Florist 1 230 Food Lab 1 311 Foundations 1 512 Fruit 4 101 236 245 402 Furniture 3 117-119 215 327 Gas Station 2 341 431 Gift Shop 2 219 416 Grocery 7 302 401 410 412 421

104

425 434 Insurance 1 231 Jewelry 6 124 220 316 330 414 605 Laundry 12 129 301 429-31 505 511 518 526 531.5 617 637 648 654 Lawyer 1 332 Leather Goods 2 435 508 Library 2 201-03 816 Massage 3 114 130 317 Meat 1 408

105

Millenary 4 105 115 128 538 Music Store 4 208 210 232 423 Office (Juvenile) 1 204 Office Supplies 1 656 Painter 1 417 Phone/Telegraph 5 128 521 523 610 650 Photo Studio 6 332 413 507 525 606 609-11 Plumbing 1 419 Radio 2 225 234-36 Real Estate 3 232 311 510 Restaurant 18 107 212

106

217-19 218 307 320 410 420 432 437 529.5 552-54 613 629 631 662-64 714 Rug 4 201-03 319-23 325 342 Sales Agency 1 415 Salon 12 114 125 130 218-20 221 228 305 402 406 503

107

521 625 Sewing Machines 1 214 Shoe 12 130 224 306 404 428 436 520 542 542 652 652 710.5 Sporting Goods 4 221 317 616 702-06 Teachers Agency 1 504 Theater 3 105 209-11 216 Typewriter 7 415 416 518 519 523 533 720

108

Watch Shop 1 539 Ywca 1 122

Appendix 2.9: 1935 Business Directory Business Type Number Address Accessories 9 105 123 223 227 510 528 544 644 702-06 Architect 1 610 Art 1 606 Auto Rental 1 531 Auto Repair/Parts 1 531 Bakery 6 111 250 312 334-36 418 507 Bank 2 102 502 Barber 8 127 309 637 642

109

672 674 709 803 Book Store 3 113 643 712 Cafe 2 212 410 Children’s Shop 1 205-07 Chiropractor 3 232 317 521 Church 3 713 717 731 City Health Dept. 1 311 Cloth Making 6 222-24 228 332 408 621 718-20 Clothing 15 114 126 129 206 213 222 229

110

231-33 324 306-08 426 529 546 550 558 Clubs 1 803 Coal Company 1 125 Confectionary 4 219 309 316 318 Construction 1 545 Dairy And Food Lab 1 311 Decorator 1 118 Deli 3 226 540 639 Dentist 7 105 228 231-33 303 317 503 610 Dept. Store 1 313-15 Doctor 5 130 210

111

231-33 317 605 Dormitory 1 556 Drug Store 6 204 317 501 670 676 718-20 Dry Goods 3 201-03 202 430 Electric Co 2 602 718-20 Florist 2 121 230 Foundations 1 508 Fraternity 1 811 Fruit 2 115 250 Furniture 2 117-19 215 Gas Station 1 341 Gift Shop 1 416 Grocery 8 236 302 327-29 346 408

112

410 435 434 Ice Cream 2 406 513 Insurance 2 107 311 Jewelry 9 124 128 220 310 330 420 520 611 708 Laundry 12 129 301 429-31 505 511 527 531.5 619 654 658 705 718-20 Lawyer 2 217 303

113

Leather Goods 2 435 508 Library 1 816 Liquor 3 132 217 322 Massage 3 114 130 317 Meat 2 250 421 Millenary 3 101 422 511 Music Store 3 208 232 610 Office (Juvenile) 1 204 Office Supplies 1 605 Paint 2 415 648 Phone/Telegraph 2 523 650 Photo Studio 10 303 305 305 328 413 420 519

114

525 609 718-20 Plumbing 1 419 Post Office 1 670 Radio 3 325 342 523 Real Estate 3 232 311 610 Restaurant 13 107 218 307 320 437 529.5 613 627 629 662-64 707 710 714 Rug 1 319-23 Salon 14 105 114 130 218-20 227

115

404 521 524 608 610 625 656 Schools 1 114 Sewing Machines 2 340 617 Shoe 12 109 113 130 214 225 314 436 560 614 623 658 702-06 Sign Maker 1 523 Sporting Goods 3 221 224 616 Tavern/Bar 2 412 432 Theater 2 209-11 216

116

Typewriter 7 414 416 512 523 533 708 718-20 University Buildings 2 821 831 Ywca 1 122

117

Appendix 2.10: 1937 Business Directory Business Type Number Address Accessories 8 103 105 123 223 528 544 702-06 702-06 Appliances 2 524 702-06 Architect 1 610 Art 2 107 512 Auto Rental 1 531 Auto Repair/Parts 2 531 531 Bakery 4 111 312 334-36 419 Bank 2 102 124 Barber 6 127 309 637 642 672 647

118

Bath House 1 227 Book Store 3 643 702-06 709 Cafe 1 212 Children’s Shop 1 205-07 Chiropractor 4 227 232 317 521 Church 3 713 717 731 Cloth Making 5 114 228 432 621 718-20 Clothing 16 113 114 126 206 213 222 227 229 231 234 306-08 426

119

435 529 546 602 Clubs 1 803 Coal Company 1 125 Confectionary 6 128 132 219 309 318 548 Construction 1 545 Consultant 1 610 Coolerator 1 401-05 Decorator 2 118 550 Deli 2 226 320 Dentist 7 105 228 228 231 317 503 610 Dept. Store 1 311-15 Doctor 4 130 210 231

120

605 Dormitory 1 556 Drug Store 4 204 501 676 718-20 Dry Goods 3 201-03 202 458 Electric Co 2 606 718-20 Fish 1 346 Florist 2 121 230 Foundations 1 508 Fraternity 1 811 Fruit 1 115 Furniture 2 117-19 215 Gas Station 1 341 Grocery 10 236 245 250 302 414 418 421 425 466 652

121

Historical Records Survey 1 610 Ice Cream 2 410 507 Insurance 1 502 Jewelry 9 124 128 220 310 330 440 520 611 708 Laundry 12 129 301 429-31 505 511 527 531.5 558 619 654 705 718-20 Lawyer 3 231 303 635 Leather Goods 1 508 Library 1 816

122

Liquor 2 217 402 Lodging 1 712 Magazine Shops 1 521 Massage 2 114 317 Meat 2 250 421 Medical Supplies 2 523 658 Millenary 2 101 511 Music Store 5 208 232 419 434 610 Office Supplies 2 506 605 Paint 2 325 415 Phone/Telegraph 1 650 Photo Studio 10 303 305 328 411 413 519 525 609

123

670 718-20 Post Office 1 676 Radio 2 327-29 342 Real Estate 1 124 Restaurant 16 107 218 307 314-16 317 437 462 529.5 538-40 552-54 613 627 629 662-64 710 714 Rug 2 319-23 422 Sales Agency 1 506 Salon 17 105 114 125 130 205-07

124

218 227 228 404 521 531 608 608 625 640 656 702-06 Schools 2 114 502 Sewing Machines 2 514 617 Shoe 10 109 130 214 225 322 470 560 614 623 702-06 Shooting Gallery 1 510 Sign Maker 1 107 Sporting Goods 3 221 224

125

616 Tavern/Bar 1 448 Theater 2 209-11 216 Typewriter 9 430 452 506 513 533 605 644 708 718-20 Ywca 1 122

126

Appendix 2.11: 1955 Business Directory Business Type Number Address Apartments 2 663 672 Artists' Materials 1 629 Bakers And Confectioners 2 318 419 Banks 1 102 Barbers 2 665 709 Beauty 8 105 636 631 228 107 202 125 310 Billiards 1 554 Books And Stationary 5 673 712 707 645 702 Bridal 1 525 Business Machinery 5 523 540 670 528 426

127

Carpenters/Contractors/Builders 1 130 Carpets 1 319 Cigar Manufacturers And Dealers 1 617 Cleaners 3 511 558 543 Clothing 11 118 113 702 231 234 718 662 454 105 436 544 Club 1 803 Churches 3 713 731 717 Confectioners Wholesale 5 236 548 132 129 658 Contractor 2 107 610 Cosmetics 1 615 Department Store 2 202

128

201 Dentists 6 301 105 130 638 231 228 Deli 1 334 Dressmakers 3 346 525 228 Druggists 1 501 Engineering Consulting 1 550 Florists 2 121 230 Fountain Pens 1 528 Fur 2 529 519 Greeting Cards 1 312 Grocery 2 435 652 Hosiery 1 128 Household Appliances 1 232 Info Bureau 1 435 Insurance Companies 3 229 124 303 Interior Decor 1 539 Jewelers 8 650 202

129

410 330 621 440 115 127 Laundries 3 434 462 505 Lawyers 2 232 610 Leather And Findings 2 508 Library 728 Letter Shops 1 527 Liquor 3 402 328 Luggage 2 401 508 Mail Order Houses 1 427 Meat 1 421 Music Teachers 6 107 545 114 414 232 114 Musical Instruments 1 456 Opticians 3 432 638 231

130

Office Supplies 2 521 Oyster Dealers Paint/Wallpaper 2 250 Photographers 5 619 648 638 411 668 Plasterers Physicians 1 643 Printers 2 513 Property Mgmt. 1 114 Razors 1 426 Reading Rooms 2 305 Real Estate 5 130 228 124 627 610 Restaurants 13 308 533 603 226 107 636 651 529 450 212 562

131

320 218 Secretarial 1 540 Sewing Machines And Agents 1 325 Shoes 8 614 224 202 227 118 560 202 213 Sporting Implements 2 418 644 Tailors 5 610 232 419 524 231 Taverns 4 531 552 625 317 Tv Equip 2 627 309 Theater 1 209 Trucking 1 610 Watches, Clocks And Jewelry 1 128 Wall Paper 1 415 Yarn 1 702

132

Appendix 2.12: 1972 Business Directory Business Type Number Address Audio 1 409 Typewriters 1 528 Architects 1 130 Artists' Materials 1 124 Art Galleries 1 544 Apartments 5 525 522 716 226.5 220 Bakers And Confectioners 1 318 Banks 2 202 102 Barbers 4 665 650 129 627 Beauty Shops 5 631 228 125.5 543 342 Blue Prints 1 340 Books And Stationary 6 673 645 434 702 720

133

670 Buildings 2 202 231 Business Mach 1 419 Carpenters/Contractors/Builders 1 638 Candles 1 121 Churches 2 713 717 Cigar Manufacturers And Dealers 1 617 Cleaners/Dryers 3 513 462 541 Clothing 17 662 502 231 222 555 511 558 604 250 524 105 420 639 307 507 302 636 Clergymen 1 723

134

Club 1 803 Coal And Wood 1 125 Confectioners Retail 2 236 468 Dentists 1 228 Department Stores 1 201 Deli 1 425 Druggists 2 676 720 Florists 1 230 Furniture Manufacturers And Dealers 3 251 550 117 Gas Companies 1 341 Groceries 1 501 General Merchandise 2 115 132 Gift Shop 3 126 401 121 Hair Goods 1 520 Insurance Agents 3 202 220 334 Jewelers 5 220 334 123 127 521 Lawyers 2 202

135

130 Leather And Findings 508 Liquor 2 402 328 Musical Instruments 1 414 Newspapers 1 638 Numismatists 1 111 Opticians 1 346 Phonographers 1 658 Pictures And Picture Frames 1 510 Restaurants 17 651 603 317 227 523 316 306 435 540 636 226 107 519 547 514 652 410 Residence Halls 1 660 Shoe Dealers 5 204 466

136

322 109 118 Shoe Repair 2 545 310 Sound Recording Systems 2 625 409 Sporting Implements 1 644 Stationary 1 214 Tailors 1 231 Taverns 3 714 212 552 Theater 2 216 213 Wig And Toupees 1 301 Wool Dealers 1 553

137

Appendix 2.13: 1975 Business Directory Business Type Number Address Artists' Materials 2 711 123 Apartments 3 525 522 226.5 Amusement 1 113 Auto Rental 1 341 Appraisal 1 202 Bakers And Confectioners 1 318 Banks 2 102 114 Barbers 4 665 650 627 521 Beauty Shops 6 631 122 128 115 125.5 129 Bicycle 1 419 Blue Prints 1 340 Books And Stationary 8 673 660.5 506 231 645

138

320 711 670 Buildings 5 638 122 105 202 231 Business Mach 1 417 Churches 2 701 723 Cigar Manufacturers And Dealers 1 617 Cleaners/Dryers 2 513 541 Clothing 17 662 619 328 661 505 124 427 250 105 302 512 507 420 519 222 636

139

511 Club 1 803 Coal And Wood 1 125 Confectioners Retail 1 236 Corsetieres 1 417 Cosmetics 1 615 Department Stores 1 201 Deli 1 425 Dentist 3 638 301 228 Druggists 1 676 Electric Shaver/Pens 1 444 Electronics 1 520 Employment Agencies 1 202 Florists 2 230 639 Groceries 2 501 303 General Merchandise 3 251 132 204 Gift Shop 5 126 548 309 122 121 Health Reform Goods 2 301 311 House Furnishing Goods 1 319

140

Investment 1 642 Jewelers 7 334 521 127 220 130 122 440 Lawyers 1 130 Leather And Findings 1 508 Liquor 3 402 329 527 Musical Instruments 4 436 311 414 232 Novelties 1 434 Opticians 2 629 346 Organizations 1 816 Pet Shop 1 325 Photographers 2 648 668 Photographic Equip 3 411 218 510 Real Estate 1 506 Reading Room 1 234 Record Shops 2 658

141

410 Non Chain Restaurant 19 651 603 317 523 437 540 311 636 227 508 462 226 301 307 316 547 514 652 306 Shoe Dealers 7 639 466 109 128 208 118 545 Sporting Implements 3 418 401 644

142

Stamping And Embroidery 1 214 Stereotypers 1 430 Taverns 2 212 552 Theater 2 216 213 Toilet Articles 1 312 Travel Agent 2 311 330 Type Writers 1 528

143

Appendix 2.14: 1977 Business Directory Business Type Number Address Amusement 1 113 Artists' Materials 1 711 Art Galleries 2 228 230 Apartments 2 226.5 522 Bakers And Confectioners 1 318 Banks 2 102 202 Beauty Shops 7 665 650 521 122 115 125.5 129 Bicycles 1 409 Blue Prints 1 340 Books And Stationary 7 231 462 506 645 320 711 670 Buildings 4 638 122 105

144

202 Business Mach 1 417 Cameras 1 218 Churches 2 701 723 Cigar Manufacturers And Dealers 1 617 Cleaners/Dryers 2 513 541 Clothing 18 662 502 619 661 505 555 222 124 427 105 512 604 307 334 328 122 519 636 Club 1 803 Confectioners Retail 1 468 Cosmetics 1 615 Dentists 1 638

145

Department Stores 1 201 Deli 1 425 Druggists 1 676 Electronic Equipment 1 520 Florists 1 109 Furniture Manufacturers And Dealers 1 511 Groceries 2 501 302 General Merchandise 1 664 Gift Shop 5 548 310 509 507 319 Ice Cream 1 524 Investment 1 202 Jewelers 8 220 128 521 625 127 130 440 326 Lawyers 1 202 Liquor 1 527 Musical Instruments 2 436 414 Opticians 2 629 346

146

Pet 1 325 Photographers 4 648 638 668 411 Restaurants 20 305 603 317 523 437 540 636 227 508 226 305 107 316 547 514 652 420 306 529 315 Records 3 410 658 640 Shoe Dealers 8 639 466

147

121 128 322 208 118 545 Stenographers And Typewriter Supplies 1 528 Taverns 1 212 Theater 1 216 Toys And Fancy Goods 1 506 Travel Agency 1 311 Yarn 1 533

148

Appendix 2.15: 2004 Business Directory Business Type Number Address Action Wi 1 122 Adult Arcade 1 113 Alliance For Animals Community Org 1 122 Americans Coming Together Non Profit 1 122 Apparel 16 206 309 329 330 340 341 410 411 444 449 505 512 551 553 553 604 Art Gallery 1 230 Bank 2 202 Bank 1 449 Bar 4 212 552 603 636 Beauty 4 341

149

437 524 665 Bicycles 2 419 419 Book Shop 1 320 Bookstore 3 664 670 673 Brian Gleason Law Office 1 122 Cellular Telephone 1 629 Chain Restaurant 10 232 401 462 529 534 558 564 652 658 662 Children's Museum 1 100 Church 4 701 7223 731 731 Clary's Gourmet Popcorn 1 105 Clean Wi Inc. 1 122 Coffee 6 208 418

150

544 650 661 731 Comedy Club 2 119 662 Consignment Shop 3 449 521 Cooking Utensils 1 409 Copy Service 1 555 Copy Service 1 127 Cosmetics 1 319 Counseling 1 341 Dane County Senior Council 1 122 Drugstore 1 676 Electronic Equipment 1 429 Eye Ware 1 440 Food 1 211 Frida Restaurant 1 117 Game And Supplies 1 506 Game Haven 1 129 Gazelle Dancing Supplies 1 122 Gift Shop 6 214 310 434 502 507 627 Government Offices 1 202 Grocer 2 302

151

501 Hats 1 417 Health Clinic 1 222 House Of Wi Cheese 1 107 Hydroponics Electronics 1 449 Ice Cream 2 427 468 Ideal For You 1 103 Italian Game Language School 1 122 Jeweler 2 306 449 John Hyatt And Assoc. Theatrical Equipment 1 122 League Of Women Voters 1 122 Library 2 728 816 Lindsay Stone & Briggs Inc. Advertising 1 100 Lingerie 1 513 Liquor 1 402 Loans 1 449 Lock Systems 1 130 Luggage Rental 1 435 Madison Repertory Theatre 1 122 Martial Arts 1 532 Michelangelo's Coffee 1 114 Music Instruction 1 341 Myles Teddy Wedgers Cornish Restaurant 1 100 Naral Wi 1 122 National Abortion And Reproductive Community Organization 1 122 Newspaper 1 202 Non Profit 2 202

152

733 Optometrist 3 123 346 615 Peace Meal Vegetarian 1 115 Pharmacy 1 341 Photo 1 341 Popcorn 1 511 Posters 1 506 Posters 1 645 Progressive Dane Political Org 1 122 Record Shop 2 436 508 Religious Organization 2 731 Restaurant 25 216 226 305 313 315 316 317 318 334 341 422 425 449 449 505 540

153

541 543 547 548 617 625 638 644 803 Retail 1 506 Serrv International 1 122 Shangri La Collections Importers 1 125 Shea Gail Consultants 1 122 Shoe 4 528 204 411 619 Smoke Shop 2 517 550 Sports Apparel 3 631 636 639 Sports Equipment 2 251 510 State Historical Society 3 816 State Senate Democratic Committee 1 122 State Street Bar And Grill 1 118 Tailoring 1 132 Theatre 3 211 216

154

228 Tiger Lily Operations 1 128 Tobacco 1 511 Ton-Ton Japanese Restaurant 1 122 Travel Agency 1 429 Trophies 1 130 Video Game 1 640 Video Rental 1 515 Wi Asphalt Pavement Assoc. 1 122 Wi Coordinating Council 1 122 Wi National Org For Women Political Org 1 122 Wi Network For Peace 1 122 Wi Stewardship Network 1 122 Women's Apparel 1 124 Women's Fitness Center 1 122 Yost 1 201

155

Appendix 2.16: 2014 Business Directory Business Type Number Address Alliance For Animals 1 122 Apparel 18 126 224 306 307 309 329 340 341 341 410 444 512 521 502 604 636 639 673 Apartments 1 642 Accessories 2 513 514 Art Gallery 3 201 211 230 Bank 2 202 662 Bar 6 115

156

122 204 317 523 552 Bakery 2 122 511 Beauty/Barber 4 202 528 627 665 Bookstore 3 320 668 673 711 Caterers 1 201 Cellular Telephone 1 629 Chain Restaurant 7 232 517 527 548 564 658 727 Church 2 701 723 Coffee/Tea 10 114 224 418 430

157

449 449 544 650 652 661 Comedy Club 1 202 Community Organizations 1 122 Consultants 1 122 Cooking Utensils 1 409 Cosmetics 1 319 Dance Studio 1 341 Drugstore/Health 4 310 341 631 676 Electronic Equipment 1 449 Eye Ware 1 437 Sport 2 208 449 Game And Supplies 2 341 640 Gift Shop 7 227 230 330 449 507 508 619 Government Offices 2 201

158

318 Grocer 2 302 501 Gym/Fitness 3 122 202 202 Hats 1 414 Hookah Lounge 1 429 Ice Cream 5 341 506 427 468 627 Insurance 1 100 Jeweler 2 220 227 Lawyer 1 122 Library 3 728 728 816 Liquor 1 402 Lock Systems 1 130 Museum 1 227 Non Profit 2 122 731 Offices 3 202 216 341 Optometrist 3 123 615

159

346 Organizations 1 341 Popcorn 3 105 127 128 Posters 2 506 644 Progressive Dane Political Org 1 122 Record Shop 1 436 Religious Organization 1 436 Real Estate 1 660 Restaurant 34 100 101 107 118 206 212 226 227 250 305 313 315 316 318 341 401 411 419 422

160

425 449 449 449 462 505 508 515 529 603 541 617 625 638 Restaurant Supplies 1 202 Schools 1 122 Serrv International 1 122 Shoe 3 109 341 414 Smoke Shop 3 103 440 550 Social Services And Welfare 1 122 Sports Equipment 3 434 510 532 State Historical Society 1 816 State Senate Democratic Committee 1 122 Tailoring 1 132

161

Theatre 2 216 228 Trophies 1 130 United Nations Association Wi 1 122 Video Rental 1 449 Wi Network For Peace 1 122

162

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