Vintage Toronto Ads: Western Days in Don Mills

Originally published on Torontoist on March 9, 2007.

Vintage Ad #191 - The West Moves East

Source: Toronto Life, August 1968.

“Hey kids, let’s dig out that cowboy gear we bought for Halloween last year and hum the theme to Bonanza on the way to the Western Days hoe-down in Don Mills! Don’t forget the toy gun, pardner!”

Suburban shopping centres used plenty of gimmicks in the early days to get consumers to hop in the car and drive out to stores where they didn’t have to worry about paying for parking or carrying their goods home on the TTC. Modern indoor sidewalk sales have nothing on their ancestors — when was the last time you received free grilled meat from a server in a Stetson at Bayview Village or Yorkdale?

Note the description of the aboriginal element of the event. Based on everything else in the ad, it’s easy to imagine a depiction of Native culture as sensitive as a 1940s B-western.

Much of the advertising for the Don Mills Centre from this period plays on Wild West terminology, appropriate for a pioneer in Toronto retailing. One of the region’s first large-scale suburban shopping centres, it was designed to be the heart of the Don Mills development. The centre opened in 1955 as an open-air plaza which included long-term tenants like Dominion, Brewers Retail and Koffler Drugs (which evolved into the Shoppers Drug Mart empire). Eaton’s built their first suburban store at the centre in 1961, to be joined by Zellers in 1965. A roof came with a 1978 expansion.

The closure of Eaton’s when the chain was sold to Sears in 1999 began the stampede towards the centre’s demolition last year, to make way for an outdoor “lifestyle” shopping area. The current blank space is large enough to hold a decent-size carnival and rodeo, if anyone is interested…

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