Yorkville, Through Rochester-Coloured Glasses

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Some celebrity tourism in mid-1970s Yorkville. “The star of The Snoop Sisters does some snooping of her own. While character actress Helen Hayes was strolling down Yorkville Ave., she discovered a shop that specializes in Canadiana furnishings and spotted a china platter that she said she would like to add to her collection.” Photo by Doug Griffin, 1974. Toronto Star Archives, Toronto Public Library, tspa_0054027f.

By 1976, Yorkville had shed its image as a haven for music venues and wayward youth, as it gentrified into a high-end residential and shopping district. The neighbourhood’s new image made it ideal for newspaper profiles touting its charms for tourists.

Take this five-page piece, published in the April 18, 1976 edition of the Rochester Democrat and Chronicle‘s Sunday magazine Upstate.

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rdc 1976-04-18 yorkville profile 1-3 coffee mill

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“Scollard Street is where you’ll find most of Yorkville’s art galleries, including the Marianne Friedland and Evans galleries.”

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rdc 1976-04-18 yorkville profile 3-1 map

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Ending with a Wizard of Oz reference? Sheesh.

Hazelton Lanes opened later that year. The writer wouldn’t have many more opportunities to criticize the Riverboat, as it closed in June 1978. The Yorkville branch of Hy’s lasted until 1982, while the Book Cellar remained a hive of literary activity until 1997. The Coffee Mill served its last goulash in 2014.

rdc 1976-04-18 yorkville profile 5-3 howard johnson ad

This ad appeared on the last page of the article. Note that neither of the Metro Toronto HoJo locations listed here (Airport and Scarborough) for a bubbly-filled weekend were anywhere near Yorkville (though the chain eventually occupied the old Regency Towers Hotel on Avenue Road).

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