Gordie Howe and Dave Keon’s Halloween Return to Maple Leaf Gardens

Originally published on Torontoist on June 10, 2016.

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1979-80 O-Pee-Chee hockey cards of Gordie Howe and Dave Keon.

While costumed ghouls and goblins wandered the streets of Toronto Halloween night 1979, hockey fans enjoyed tricks and treats of their own at Maple Leaf Gardens. Two hockey legends returned to the building for the first time in years, making the Leafs’ 4-2 loss to the Hartford Whalers palatable. For 51-year-old Gordie Howe, who passed away this morning, it was an early stop in his year-long farewell tour around the NHL. For 39-year-old Dave Keon, it was a return to venue he’d left under bitter circumstances.

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Globe and Mail, July 6, 1970.

While “Mr. Hockey” never played for the Leafs during his 32-year career, Howe served as a sporting goods adviser for Eaton’s, prompting plenty of personal appearances at the department store’s local outlets during the 1960s and 1970s. This apparently bothered Detroit Red Wings management after Howe ended a brief retirement to join his sons Mark and Marty on the World Hockey Association’s Houston Aeros in 1973. When Howe cited one of his reasons for returning to the ice as boredom with his desk job with the Red Wings—he felt like a mushroom patch, kept in a dark room until it was time to throw more manure on him—Detroit exec Jimmy Skinner complained that Howe spent too much time working for Eaton’s.

When the Whalers were added to the NHL in 1979, Howe maintained a hectic pace as the public and media fixated on the ageless wonder during his final season. “Overall, all the attention I’m getting isn’t getting to me,” he told the Globe and Mail. “It’s easier to stickhandle your way through an interview than a young, eager hockey player…I’m playing this season because it’s enjoyable going through the circuit again.”

Howe was particularly pleased about stopping in Toronto because the return of Keon to the Gardens allowed him to share the spotlight. Keon was less excited, having left Toronto unceremoniously four years earlier after a 15-year run with the Leafs. During the 1974-75 season, owner Harold Ballard consistently dumped on his team captain, accusing him of being uncooperative with the media and failing to provide leadership to younger players. When that season ended, Keon became a free agent. Ballard showed little interest in bringing him back. “Keon is free to make a deal for himself anywhere,” Ballard told the Globe and Mail’s Dick Beddoes. “You hate to see players like Keon go, but I don’t need to be hit on the head with a sledgehammer to understand reality. We need big young legs. It’s nuts to fall in love with a racehorse because sometime he has to die.”

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Globe and Mail, October 31, 1979.

Because rules at the time required other NHL teams to provide compensation to the Leafs for signing Keon, and suspicions Ballard was asking for too much, Keon had few options but to jump over to the WHA. After stints with the Minnesota Fighting Saints and the Indianapolis Racers, Keon joined the Whalers midway through the 1976-77 season. Keon’s bitterness over his departure from Toronto was apparent whenever the subject arose in interviews—soon after joining the Whalers, he vowed never to set foot in Maple Leaf Gardens ever again.

But his bitterness wasn’t enough to prevent Keon from playing on Halloween 1979. “I have no bad feelings towards the players,” he noted. “I’m looking forward to it, but playing against the Leafs will be different.”

The game was sweet for both veterans. “Sure somebody, somewhere, scripted the hockey game at Maple Leaf Gardens last night to embarrass Harold Ballard,” the Star’s Jim Kernaghan noted the next day. Besides Ballard’s treatment of Keon, the obnoxious owner refused to acknowledge Howe’s 1,000th professional goal on the Gardens’ message board in 1977 because he utterly loathed the WHA. Keon received three standing ovations from Toronto fans, while several fan banners welcomed him back. He responded by providing a goal and an assist in the Whalers 4-2 victory over the Leafs. “The response from fans was great,” he noted after the game, “This ranks up there with some of the biggest thrills of my life. It’s the kind of thing you hope for, but doesn’t always happen.”

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“Howe blast. Mark Howe (5) of Hartford Whalers watches puck just shot by his father, Gordie (behind Mark) on its way into the Toronto net in National Hockey League action at Maple Leaf Gardens last night. Goal came in third period and was the 789th regular-season NHL marker for Gordie and his third for Whalers this season. Maple Leafs’ defenceman Borje Salming lies on ice after making futile attempt to stop the whistling drive. Whalers shocked Leafs by winning: 4-2.” Photo by Doug Griffin, originally published in the November 1, 1979 edition of the Toronto Star. Toronto Public Library, Toronto Star Photo Archive, tspa_0055784f.

Howe, assisted by his son Mark, sent a 30-foot wrist shot past goalie Mike Palmateer to give the Whalers their final goal of the evening. Howe claimed getting back at Ballard had nothing to do with his goal. ‘It’s just great to score one and it was particularly nice that it was Mark who tipped the puck to me,” he told the Star. “Hell, Harold’s good for the game. He yelps a lot and pays good salaries.”

Both teams moved on to the Whalers’ temporary home in Springfield, Massachusetts two nights later, where two goals from Howe helped the Whalers deliver the Leafs their fifth defeat in a row. The Star’s punny headline screamed “Those Howe-itzers again blast Leafs.”

Howe’s final game at the Gardens occurred on February 16, 1980, which the Leafs won 5-3. Howe failed to score on four shots, including one barely stopped by Toronto defenceman Borje Salming. When goalie Jiri Crha learned that in his debut game he had temporarily stopped Howe’s pursuit of his 800th NHL goal, the Leafs netminder said “this win means even more now.” In Howe’s final game against the Leafs in Hartford on April Fools’ Day 1980, he showed his eternal toughness by earning a 10-minute misconduct penalty with 37 seconds left to go in the match after knocking over a linesman while pursuing the puck.

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Toronto Star, February 16, 1980.

Keon continued playing until 1982. His bitterness towards the Leafs remained in retirement, as he refused official overtures from the team for decades. “It was clear Keon had great pride in his Leafs career,” broadcasting and former Fighting Saints coach Harry Neale told writer Dave Bidini several years ago. Neale summarized, after a pause, Keon’s feelings as “heartbroken.” But Keon has appeared at Leafs events in recent years, and will be honoured alongside other team greats with a statue to be unveiled in Legends Row this October.

Additional material from Keon and Me by Dave Bidini (Toronto: Penguin, 2013); the February 7, 1974, July 10, 1975, December 3, 1977, October 31, 1979, November 1, 1979, and April 2, 1980 editions of the Globe and Mail; and the July 15, 1975, November 1, 1979, November 3, 1979, and February 17, 1980 editions of the Toronto Star.

ADDITIONAL MATERIAL

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Photo by Doug Griffin, 1975. Toronto Public Library, Toronto Star Photo Archive, tspa_0055785f.

While browsing the Toronto Public Library’s archive of Toronto Star photos, found this gem from Howe’s WHA days. The caption’s prediction of Howe’s retirement was premature: “Hero worship: Mayor David Crombie (centre) and Metro Chairman Paul Godfrey appear properly awe-inspired at pre-game ceremony honoring Gordie Howe at Maple Leaf Gardens last night. Howe played what was probably his last regular season game in Toronto and was in top form as his Houston Aeros beat Toros: 5-2. The two civic dignitaries received autographed sticks and Toros’ sweaters.”

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Shaping Toronto: Christmas Window Displays

Originally published on Torontoist on December 23, 2015.

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View of Christmas window display at Queen and Yonge Street, December 26, 1958, Photo by Harvey R. Naylor. City of Toronto Archives, Fonds 1526, File 101, Item 23.

90 years ago, the Globe illustrated the annual pilgrimage of shoppers to the Christmas display windows of downtown’s consumer temples with prose as colourful as holiday lights:

There is a peculiar fascination in Christmas window-shopping, and for the lucky beggar whose purse is at once portly and elastic there is a stimulus in a leisurely stroll along main thoroughfares gazing upon the wonder display flaunted through polished glass plate. On a pre-Christmas afternoon—the purple twilight shattered with shafts of rosy light gleaming from a thousand meteor-lights illuminating the shopping district of the city—men and women, boys and girls loitered in the glare, finding appeal in the magnificence of the Yuletide exhibit.

For decades, Christmas wasn’t complete without viewing the holiday window displays of the rival department store giants at Queen and Yonge: Eaton’s (which also decorated its College Street store) and Simpsons. At their peak during the 1950s and 1960s, crowds jostled for the best view as children and adults stood transfixed by each year’s animated presentation of nativity scenes and Santa’s workshop, and families drove for hours to view the spectacular scenes.

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Globe and Mail, November 30, 1953.

In her book Eatonians, Patricia Phenix described the craft and creativity presented in these via one created for Eaton’s College Street store (now College Park) by Merchandise Display Manager Ted Konkle and his wife Eleanor:

In one illuminated window, movable figures skated figure eights on a Teflon rink; in another, a baby Jesus figure lay in his crèche, surrounded by the figures of three wise men, their velvet costumes designed to Italian Renaissance exactitude. The figures, modelled in Styrofoam, were moved electronically after heated brass rods were inserted in their bases.

The Konkles prepared much of the installation at home, where their clothesline was loaded with papier-mâché figures. “We remember our son sitting in a high chair pounding Styrofoam with something or other,” Ted Konkle recalled. “We were weirdos, let me tell you.”

Weird perhaps, but such efforts worked, pleasing the public and corporate accountants. But something was lost when Eaton’s replaced its downtown stores with its Eaton Centre flagship in 1977—with only three windows along Yonge Street to work with, executives decided there wasn’t room for a holiday display. When the decision was passed off an experiment to gauge public reaction, the Globe and Mailhad a simple reaction: “boo.” It’s tempting to treat this as foreshadowing for the retailer’s unpopular decision to drop the Santa Claus Parade in 1982.

Meanwhile, high-end retailers like Creeds on Bloor Street utilized holiday displays inspired by fashionable New York windows, where the icy creepiness of mannequins was used for dark comedic effect. The shock value of designs which skirted the boundaries of good taste made good headline fodder.

For Holt Renfrew, as fashion director Barbara Atkin told the Star in 2001, a good store window is like good sex: it’s all about the fantasy and allure. She noted that any retailer who just filled the window with merchandise didn’t appreciate, in the Star’s words, “the gentle teasing, the fervent anticipation and the climax of landing the sale.” Since the late 1990s, Holt Renfrew has drawn gazes for themes ranging from Alice in Wonderland to Moulin Rouge.

Beyond consumerism, holiday window displays can serve as a forum for social issues. This year’s scene at Untitled & Co on Queen West looks like a stereotypical nuclear family enjoying Christmas dinner…until the husband slaps the wife. The Ontario Association of Interval & Transition Houses (OAITH) hopes it will raise awareness of the spike in domestic violence the stresses of the season create. “We wanted to bring awareness to the public and we wanted women to know and understand that they weren’t alone during this period,” OAITH chair Charlene Catchpole told the Globe and Mail. “That isolation when everybody around you is happy, excited, looking forward to Santa coming and having this big holiday meal, when you can’t afford those things and you’re waiting for that other shoe to drop—we really wanted to let women know that they weren’t alone.”

The traditional department store holiday display is still available at Simpsons’ successor, Hudson’s Bay. Comparing its display to Holt Renfrew’s in 2008, the National Post observed that “kids don’t care about couture. They care about Santa Claus and elves.” We’ll see how both sides mix in the neighbourhood next year when Nordstrom and Saks Fifth Avenue make their downtown debuts.

Additional material from Eatonians by Patricia Phenix (Toronto: McClelland and Stewart, 2002); the December 14, 1926 edition of the Globe; the November 25, 1977, April 5 1980, and December 14, 2015 editions of the Globe and Mail; the November 1, 2008 edition of the National Post; and the December 20, 2001 edition of the Toronto Star.

Opening City Hall

Originally published on Torontoist on September 8, 2015.

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The Telegram, September 14, 1965.

When the new City Hall opened on September 13, 1965, that afternoon’s Toronto Star editorial echoed many initial thoughts about our new $31 million landmark:

Suddenly today every Torontonian is ten feet high. For the new City Hall is his. He is part of its greatness and shares its beauty. There in its mass and grace is his visible assurance that he is a citizen of no mean city. The building in Nathan Phillips Square is more than an impressive and proud architectural statement of civic status. It gives the metropolis a focus. It is the heart of Toronto’s future. It is the symbol of the new Toronto and we can rejoice in what it means.

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Toronto Star, September 11, 1965.

Seven years after Viljo Revell’s design was chosen in an open competition, four years after ground had broken, the controversial structure buzzed with activity while preparing for its debut. Forty-two workmen moved furniture, including the mayor’s desk, across Bay Street via overnight dolly runs. Shelves were filled at the new library branch. Workmen scrambled to finish installing desks and rugs, catching up after an eight-week carpenters’ strike. Metro Toronto’s coat of arms for the council chamber arrived late. Officials decided that the first two floors of the podium, the council chamber, and the basement cafeteria were the only areas ready for public scrutiny.

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Cartoon by Sid Barron, Toronto Star, September 13, 1965.

A military band from Petawawa launched the festivities at 1:30 p.m., which drew a crowd of 15,000. The civic guard of honour escorted city councillors and suburban mayors and reeves from old City Hall to the platform in front of the new building. At 2:15, a 100-member honour guard drawn from five regiments marched into the square. Accompanied by the first of several RCAF flyovers, Governor-General Georges Vanier’s motorcade arrived on time. He was followed by the Finnish ambassador to Canada, Torstein Tikanvaara, Prime Minister Lester Pearson, and Ontario Premier John Robarts.

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Toronto Star, September 14, 1965.

In his opening speech, Mayor Phil Givens observed that many were responsible for new City Hall, “from an architectural genius in far-off Finland, to the humblest labourer in Canada, and, above all, the support and patience of the citizens of this city.” To Givens, the building symbolized both Toronto’s transformation into a world-class city, and the audacity to build so unconventional a structure in a city steeped in tradition.

Pearson praised City Hall’s modernity, while lamenting the likely fate of its predecessor, which “must become a sacrifice to progress” (plans released later that week for an early version of the Eaton Centre would have demolished all but the clock tower of old City Hall). He was followed by Robarts, three religious leaders, and the presentation of a ceremonial gavel by Hamilton Mayor Vic Copps.

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The living former mayors on hand for the ceremony (Allan Lamport refused to come, while Hiram McCallum was out of town on business). The Telegram, September 14, 1965.

But the man of the hour was Nathan Phillips, whose championing of the new civic square led to his name being bestowed upon it. Givens and Vanier presented him with the Civic Award of Merit gold medallion. Phillips slipped comfortably back into his “mayor of all the people” mode all day, joking with fellow dignitaries. When he examined Givens’ new office, Phillips grinned and said “I didn’t know I was building this for you, Phil.” Noticing the press later on, he assumed a serious tone to state how this was one of the most important events in his life, and how grateful he was for the honour of having served as mayor. He smiled as he switched back to his normal speaking voice. “How was that, eh?”

While Phillips was visibly moved by the reception he received, one of his predecessors was a party pooper. Allan Lamport had backed more conventional designs during his mayoralty in the early 1950s, and believed taxpayer money was wasted on the project. Having campaigned to review the project during his failed 1960 mayoral bid, his bitterness was still evident. Lamport spent the day at his insurance office. “I have to work for a living and I haven’t got the time for parties these other fellows have,” he declared. He had no desire “to cheer something that is wrong and impractical for the taxpayers.”

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Globe and Mail, September 13, 1965.

After the presentation to Phillips, Givens paid tribute to Revell, who had died less than a year earlier. Revell’s widow Maire sat in the front row next to the Finnish ambassador. The Toronto Finnish Male Choir sang “Finlandia” to honour Revell, whose work was commemorated with a plaque by the front entrance. Mrs. Revell was given a gold pendant depicting her husband’s work. Despite her stern bearing during the ceremony, she later signed souvenir programs and indicated she had enjoyed the day even if it was difficult to express her feelings about the realization of her husband’s work. She admitted in a Globe and Mail interview that initially it wasn’t one of her favourite designs. “But when I first saw the drawings for it, I knew that it was going to be for the best,” she said. “I was really shocked at the design—shocked in the sense of liking it.” One of her laments was that Revell had visualized a sculpture by Henry Moore as part of the square, an element which appeared only after a battle royale among city politicians the following year.

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Mayor Phil Givens’s office. Canadian Architect, October 1965.

Among those sitting on the green benches reserved for dignitaries was 90-year-old Alfred Stagg. He had ventured downtown that day to buy a hearing aid battery for his wife. Noticing the crowd in the square, he asked a police officer what was going on. Stagg then shared stories about his childhood adventures on the site. “We used to play on the vacant lot there,” he told the Telegram. “And there used to be circus wagons there sometimes…and snake charmers and medicine men. I had a tooth pulled out by one of them.” The officer took Stagg by the arm and walked him past the VIP barricade. Asked his opinion of the new building, Stagg replied “I used to call it Phillips’ Folly. But now I like it.”

The ceremony ended with the official ribbon cutting. Watched by Givens and Metro Toronto Chairman William Allen, Vanier used a giant pair of scissors to cut the 132 foot long ribbon. Fireworks went off.

Confusion ensued when the dignitaries went on a post-ceremony tour. Robarts was accidentally barred from the mayor’s office. The building’s circular shape led confused guests into places they didn’t expect—trips to the cafeteria turned into expeditions through the chauffeurs’ garage. Limited elevator service created long waits for overcrowded cars to reach the council chamber. Pearson and others vainly searched for a staircase, only to discover that they were closed because they also led to the freshly asphalted front podium roof (workers were afraid high heels would leave holes). The PM joined everyone else in line.

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Toronto Star, September 10, 1965.

Press reaction was positive, steeped in civic pride and confidence in Toronto’s future. That feeling carried over into the Star’s man-on-the-street interviews, such as one with civic worker Jack Boustead:

You can have memories, but you can’t live in the past. The old City Hall, and I knew it for 54 years, served its purpose. The new City Hall is a symbol of Toronto’s progress and outlook on life. The City Hall should lead in new architecture.

Not everyone was pleased. Roofer John Fridz felt it lacked dignity, charm, and a clock tower. “This new thing is cold, grey, and not worth the cost,” he observed. “If it impressed any one—it won’t be from beauty.” At least one letter writer to the Star preferring that the hoopla be directed to building the Bloor-Danforth line into Etobicoke and Scarborough, proving you can work complaints about subway service in the east into any Toronto political development of the past half-century.

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Toronto Symphony Orchestra performing in Nathan Phillips Square. November 14, 1965. City of Toronto Archives, Fonds 329, Series 1569, File 2531.

Opening day ended with the first of a week-long entertainment series in Nathan Phillips Square, a salute to Canada’s military history. The next evening, around 30,000 watched a bill featuring the Canadian Opera Company, National Ballet of Canada, and the Toronto Symphony Orchestra. The latter decided not to fire cannons during the 1812 Overture out of feat of shattering hard-to-replace glass—the replacement smudge pots proved a bust. “The entire event recalled something of a civilized ritual of a bygone era, the conversazione,” noted the Globe and Mail’s Ralph Hicklin. “There was music there—beautifully presented, well amplified—for those who wanted to hear it. There was room for the others, who had come to promenade, or to chat, or do a little courting. In Toronto, where we are reputed to take out pleasures sadly, it was wonderful to see so many people having a wonderful time, in surroundings as beautiful as any you could find in North America.”

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The Telegram, September 14, 1965.

Day two also saw the building open for public tours. Over 200,000 passed during the week, their enthusiasm keeping the tour guides perky. Some cranky visitors felt it was their right as taxpayers to visit private spaces. The most popular stops were the neighbouring offices of Allen and Givens.

Politicians testing the new facilities found flaws. The Board of Control found a committee room was too small to hold other officials and the press, while the Public Works committee met in the cafeteria. A policy to use the council chamber solely for full city and Metro council meetings was revisited. When Metro Council held its first full meeting on September 21, East York Reeve True Davidson, no fan of the building, insisted councillors didn’t need mics to be heard. She was later asked to remove her hand from her mic. After the session, she claimed she didn’t like how she sounded over the sound system.

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The Telegram, September 20, 1965.

The evening celebrations carried on, including events ranging from a multicultural night to square dancing. It climaxed on September 18 with “Toronto A Go Go,” a teen-centric concert featuring local rock acts and go-go dancers. Givens taped radio ads for the show, urging “all you cats and those who are young at heart” to come on down. The crowd of 60,000 whipped itself into a frenzy, causing officials to ask for calm several times. One of Givens’ requests turned into a duet featuring the mayor and Bobby Curtola singing “When the Saints Go Marching In.” Around 200 police officers were present in case the show went off the rails.

The climax came during the performance of the soul-influenced ensemble Jon and Lee and the Checkmates. During a cover of James Brown’s “Please Please Please,” singer Jon Finley’s gyrations “moved the girls in the front rows to new heights of endeavor,” reported the Globe and Mail, “as they screamed and tried to push through the police.” Givens and other officials had enough. According to Finley, the mayor tried to grab drummer Jeff Cutler’s cymbal, but was whacked across the knuckles as the band kept going. Finley was later helped off the stage, nearly unconscious—as another entertainer told the Star, “he doesn’t sing from his heart or that…he sings from his soul and it gets him emotionally.”

Givens ordered an early start to the evening’s fireworks.

Amid the mayhem, 19-year-old Brian Batt was stabbed, the result of an encounter with other youths described as wearing Beatles-style ensembles. The wound missed Batt’s coronary artery by a millimetre. Five men were later charged over the incident.

Despite the chaos, Givens was satisfied with how the go-go unfolded. “It was a great night and I’m glad we had it,” he told the Star. “There was a great spirit of enthusiasm, although I was worried a couple of times that someone might get hurt. But the police did a great job of controlling the crowds.”

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Cartoon by Al Beaton, the Telegram, September 13, 1965.

As politicians settled in and resumed their usual squabbling, the new City Hall remained a busy tourist attraction. To this day, the site retains its place as a symbol of our civic pride, and the heart of where we’d like Toronto’s future to unfold.

Additional material from Before the Gold Rush by Nicholas Jennings (Toronto: Penguin, 1997); the September 9, 1965, September 11, 1965, September 13, 1965, September 14, 1965, September 15, 1965, September 16, 1965, September 18, 1965, September 20, 1965, and September 22, 1965 editions of the Globe and Mail; the September 4, 1965, September 13, 1965, September 14, 1965, September 16, 1965, September 20, 1965, and September 22, 1965 editions of the Toronto Star; and the September 13, 1965, September 14, 1965, and September 20, 1965 editions of the Telegram.

ADDITIONAL MATERIAL

The final installment of  the second run of Vintage Toronto Ads, published on Torontoist on September 9, 2015, tied into this article.

When a major landmark opens, everyone (apart from skinflints complaining about cost) wants to join the party. It’s an opportunity to mark a major addition to your city, display optimism for the future, or find any means to hitch your wagon to the hoopla. Advertising in this vein ranges from simple congratulations to using the event as a springboard to brag about your latest milestone.

The opening of new City Hall in September 1965 was no different. The following ads mix historical perspectives, media coverage, building sketches, and corporations eager to embrace the future our new civic space symbolized.

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Toronto Star, September 11, 1965.

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Toronto Star, September 8, 1965.

Bosley Real Estate’s ad highlights how the process to build City Hall went back nearly two decades, and tips its hat to previous occupants of the site.

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Toronto Star, September 11, 1965.

Shell Canada operated its head office at 505 University Avenue from 1958 until moving to Calgary in 1984. Design firm Mariani and Morris was among the contenders to build City Hall in the early 1950s.

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Globe and Mail, September 11, 1965.

The Revell-inspired sand castles resemble those built by Nathan Phillips in an editorial cartoon five years earlier.

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Globe and Mail, September 11, 1965.

John B. Parkin Associates’s Simpson Tower opened in 1968.

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Globe and Mail, September 10, 1965.

Given the firm’s work on City Hall, employees of John B. Parkin Associates earned a well-deserved day off.

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Toronto Star, September 11, 1965.

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Toronto Star, September 11, 1965.

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Toronto Star, September 11, 1965.

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Toronto Star, September 11, 1965.

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The Telegram, September 10, 1965.

The Telegram’s supplement was the largest of the newspaper sections honouring City Hall.

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Toronto Star, September 11, 1965.

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Toronto Star, September 11, 1965.

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Toronto Star, September 11, 1965.

Vintage Toronto Ads: Eaton’s ’68

Originally published on Torontoist on August 19, 2015.

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Globe and Mail, August 9, 1968.

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Globe and Mail, August 16, 1968.

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Globe and Mail, August 28, 1968. Located on the fourth floor of the Queen Street store, the Pierre Cardin shop bore an avocado green and gold theme.

As Eaton’s headed toward its 100th anniversary in 1969, the venerable department-store chain was working to keep up with the times. Earlier in the decade, there was a sense of stagnation; statistics compiled in 1962 revealed that the typical Eaton’s manager was a male in his mid-50s armed with a high school diploma and over a quarter-of-a-century of experience with the retailer. As costs rose and revenues flattened, a decision was made to emphasize what had been a dirty word at various times in the company’s history: profit.

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Globe and Mail, August 29, 1968.

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Globe and Mail, August 30, 1968.

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Globe and Mail, September 5, 1968.

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Globe and Mail, September 7, 1968.

Signs of the future were evident during the run-up to the anniversary celebrations. By late 1968, most small Eaton’s locations in Ontario were closed, while plans revealed for new stores such as Scarborough Town Centre pointed toward an emphasis on larger, urban branches. In-house factories were sold off as product was sourced from smaller firms and foreign manufacturers. The traditional drawing of curtains on window displays on Sundays (lest one be tempted on the Lord’s Day) was scrapped. A fresh coat of white paint was slapped on the chain’s flagship at Queen and Yonge. New boutiques for lines like Pierre Cardin opened within stores.

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The Telegram, September 10, 1968.

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The Telegram, September 11, 1968.

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The Telegram, September 12, 1968.

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The Telegram, September 14, 1968.

Eaton’s advertising in 1968 reflected the era’s artistic influences. Out went conservative department-store ad layouts, in came designs inspired by psychedelia and other trendy influences. This stylized approach earned Eaton’s many advertising awards during this period. Our gallery features a small sampling from this era, highlighting period fads like Nehru jackets for kids.

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Globe and Mail, August 31, 1968.

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The Telegram, September 9, 1968.

Several of these ads mention the “New Era of Elegance” fashion show held at the Eaton Auditorium (now the Carlu) in September 1968. The main draw was superstar British model Jean Shrimpton, who to many was the face of Swinging London. Before the show, she told reporters that she hadn’t been on a runway before because she suspected she’d hate it. Eaton’s staff weren’t fazed by her admission—“they were awfully nice about it.” When she walked out in front of the audience, fright crossed her face. “She dashed onto the stage,” the Globe and Mail observed, “flinging that famous Ophelia hair out of her eyes, froze for an agonizing minute then sprinted around the runway and off again as if chased by a thousand devils.”

Shrimpton was slightly calmer during her subsequent strolls out. The audience, mesmerized by her appearance, didn’t mind. One observer felt Shrimpton’s nervousness gave the show a touch of humanity onlookers related to.

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Globe and Mail, September 26, 1968.

Additional material from The Store That Timothy Built by William Stephenson (Toronto: McClelland and Stewart, 1969); and the September 11, 1968 editions of the Globe and Mail and the Telegram.

Vintage Toronto Ads: Fabulous Cloverdale Mall

Originally published on Torontoist on November 19, 2014.

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Globe and Mail, November 15, 1956.

In many ways, Cloverdale Mall fulfils the visions of early shopping-centre designers: a convenient, one-stop destination at the heart of a suburban community. As a 2013 profile of the mall in The Grid observed, “its very ordinariness and prosaic mix of shops is precisely what makes it so valuable to its customers.”

What Cloverdale lacks in flashiness it makes up for by serving its neighbourhood. Initiatives such as offering free temporary space for non-profit organizations and a “Heartwalkers” program for health-conscious shoppers demonstrate an awareness of the community’s needs.

The mall’s efforts have been rewarded, too: in 2007, Cloverdale won the inaugural Social Responsibility Award from the Canadian branch of the International Council of Shopping Centres for its fundraising campaign to build the city’s first free-standing residential hospice, the Dorothy Lea Hospice Palliative Care Centre.

There was a tinge of glitz to Cloverdale’s opening on November 15, 1956. The original 34-store section of the open-air plaza consisted of two rows of businesses separated by a 30-foot wide walkway. Tile mosaics designed by Joseph Iliu provided storefront decoration—the largest was a seven-by-19-foot panel on the west wall of the Dominion supermarket depicting fish, produce, and a cocktail glass.

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Globe and Mail, November 22, 1956.

Near Dominion stood the plaza’s major art installation, a 25-foot high sculpture by Montreal artist Robert Roussil known, depending on the source, as “Figures in Movement” or “Galaxie Humaine.” The work was made of British Columbia fir and covered in lead. “I think I have a normal Canadian viewpoint and this sculpture is designed for everybody,” Roussil told the Globe and Mail. “Like anything new it won’t take long for people to become interested. Whether they accept it or not is another matter.”

Businesses at Cloverdale quickly found ways to draw in customers. Major retailers such as Dominion benefitted from Etobicoke’s relaxed evening-shopping bylaws. Record store owner Wilf Sayer capitalized on the growing power of teen consumers. He began inviting them to his shop on Tuesday nights for listening sessions and dancing, offering pop on the house.

As the events became more popular, Sayer stopped subsidizing the drinks and moved the dances into the plaza. After 600 people showed up for the July 2, 1957 starlight dance, he turned the event into a biweekly affair. In an interview with the Globe and Mail, Sayer encouraged parents to chaperone so they could “see for themselves that it is a wholesome evening of entertainment.” While the playlist included Elvis Presley and other early rockers, squares were pleased by the strains of Pat Boone and Andy Williams.

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Globe and Mail, July 17, 1960.

The mall gained a major anchor when Montreal-based department store Morgan’s opened a branch in August 1960. Globe and Mail advertorial columnist Mary Walpole wrote that the store “has an air of big town sophistication and which we think is a compliment to the people who go a-shopping there … whether it is mother and the carriage crowd in sun dresses and slims or smart suburbanites who might have stepped off the cover of Harper’s [Bazaar].” The Morgan’s space would later house The Bay, Zellers (which relocated from elsewhere in the mall), and Target.

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Etobicoke Gazette, August 5, 1976.

The mall, which was enclosed in 1976, has seen its ups and downs. But local retailers such as Hot Oven Bakery and Taylor Somers clothiers have stayed for decades, enhancing Cloverdale’s community-oriented feel and offering the mall some stability. Several other current tenants either have been around since the beginning (LCBO, Scotiabank) or are descended from early businesses (Coles, Metro).

Major retail announcements in Toronto increasingly tend to focus on high-end “prestige” outlets or cheap chic, so it’s reassuring that a pretension-free mall such as Cloverdale manages to survive, and to continue serving its community.

Additional material from the November 16, 1956, November 17, 1956, August 3, 1957 and August 19, 1960 editions of the Globe and Mail; the April 29, 2013 edition of The Grid; and the September 26, 2007 edition of the Toronto Star.

ADDITIONAL MATERIAL

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Globe and Mail, November 16, 1956.

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Globe and Mail, November 17, 1956.

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Etobicoke Gazette, August 12, 1975.

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Etobicoke Gazette, August 19, 1975.

Vintage Toronto Ads: Eaton’s Remembers

Originally published on Torontoist on November 11, 2014.

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Globe and Mail, November 11, 1948.

They were Faithful unto Death
In proud remembrance of the two hundred and sixty-three members of the Eaton staff who made the supreme sacrifice in World War II, having gone forth valiantly to fight for the survival of freedom. Their names are here inscribed that all may read who pass this way. 1945
(inscription, Eaton’s war memorial plaque, 1948)

For Eaton’s employees, Remembrance Day held a special significance in 1948. The department store spent $25,000 installing bronze war memorials in Toronto, Montreal, and Winnipeg to honour its workers who died serving in the Second World War. Designed by sculptor Edward Watson, the plaque placed in the Eaton’s store on Queen Street West complemented a similar memorial erected years earlier to those who fell during the First World War.

During the fight against the Axis, Eaton’s president R.Y. Eaton revived the company’s policy of subsidizing enlisted employees, despite warnings that the model was financially unsustainable, given how many more employees would serve in the Second World War than served in the First. Married men were paid a salary that, combined with their military pay, equalled their regular income, while bachelors were compensated up to two-thirds of their normal salary. To comply with the Reinstatement in Civil Employment Act passed in 1942, any employees honourably discharged were returned to their old jobs or given a suitable equivalent.

When the war ended, new company president John David Eaton ordered staff to organize a series of banquets across Canada to honour returning veterans. One of the first, held at the Eaton Hall estate near King City in September 1946, saw more than 2,500 vets bused in from the city. John David and R.Y. Eaton gave attendees 10-karat gold signet rings, replicas of which were later sold for $3.97.

Delayed due to a materials shortage, it wasn’t until November 10, 1948, that flying officer George Knox, representing the Eaton Veterans’ Association, unveiled the Second World War memorial. Reverend David MacLennan of the Timothy Eaton Memorial Church conducted the quiet ceremony; attendees included Eaton’s company directors, war veterans, and families of the fallen employees listed on the plaque.

Afterwards, veterans’ committees representing Toronto, Montreal, and Winnipeg decided to offer John David Eaton a token of their appreciation. More than 95 per cent of Eaton’s employees contributed to buy a large silver punch bowl crafted in Denmark, which was accompanied by 24 goblets and a tray engraved with military crests. The notoriously private company president declined the gift on the grounds that he wasn’t owed anything. “Father didn’t think he was deserving of any gift from them,” his son Fredrik later said. “Those guys fought in a war.” The bowl sat wrapped in cellophane on a storage shelf for years before the Eaton family accepted it.

The Toronto memorial moved to the Eaton Centre store when it opened in 1977. Several years after Sears took over the site, the Eaton family requested the plaque be returned to them. They donated the memorial and its First World War counterpart to the Canadian War Museum, where it remains today.

Additional material from Eatonians: The Story of the Family Behind the Family by Patricia Phenix (Toronto: McClelland and Stewart, 2002); the November 11, 1948 edition of the Globe and Mail; and the November 11, 1948 edition of the Toronto Star.

BEHIND THE SCENES

After a nearly two-year break, Vintage Toronto Ads returned to Torontoist with this post. The column was revived to help provide material during an editorial transition period. Unlike the first incarnation of the column, this version tended to see longer entries, akin to shorter Historicists. This incarnation, which ran until July 2015, also provided me something to work on as a grew frustrated with a 9-to-5 job I’d recently taken on, a position at a large financial institution where I was paid to do nothing for two months. One would think that would have been enjoyable, but the boredom was killing me. My other freelance work soon picked up, and I left the job.

Vintage Toronto Ads: Morgan’s

Canada’s Quality Department Store

Originally published on Torontoist on March 23, 2007.

Vintage Ad #195 - Morgan's, Canada's Quality Department StoreSource: Leaside High School Clan Call, 1959/60 edition.

Quick–name the first department store chain to locate in suburban Toronto.

Eaton’s? No, they waited until 1961 to open shop in Don Mills.

Simpson’s? No, they followed Eaton’s a year later, landing in Scarborough at Cedarbrae Plaza.

Try a chain that only lasted in Toronto for a decade, but whose locations served those moving into areas like North York and Etobicoke.

Morgan’s roots were in Montreal, where Henry Morgan opened a dry goods store in 1845 (originally Smith & Morgan, until Smith sold out a few years later). In 1891, the store moved to St. Catherine Street, the first of several department stores to locate in what soon became Montreal’s retail centre.

Morgan’s entered Toronto in 1950, with the Bloor Street store mentioned in this ad. As they claim in this ad, Morgan’s was the first department to move into Toronto’s suburbs, with stores at Lawrence Plaza in North York (1955) and Cloverdale Mall in Etobicoke (1960).

Morgan’s presence in Toronto was short-lived, as the company was sold to the Hudson’s Bay Company towards the end of 1960, which would HBC’s first venture into department stores in eastern Canada. While the Ontario locations saw a name change within a few years, the Morgan’s name hung on in Quebec until 1972 (HBC would repeat this tactic years later, when the Simpson’s nameplate was reduced to Toronto). The flagship store on St. Catherine still operates.

As for the Toronto locations, the Bloor Street address is buried within Holt Renfrew, Lawrence Plaza is split between Winners and Dominion and Cloverdale is now home to Zellers.

Hearth-y Eating

Originally published on Torontoist on August 8, 2012.

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Don Mills Mirror, November 13, 1963.

A menu full of cozy comfort foods for harried shoppers, kids tagging along, and managers from nearby industrial plants along Scarborough’s Golden Mile. That, at any rate, is who we imagine today’s ad—for the restaurant inside a Morgan’s department store—was targeting. While some of these old Toronto favourites linger on in diners and cafeterias, milk and crackers is nowhere to be found on menus at modern eateries, just as “smorgasbord” has given way to “buffet.” There are times when we wonder if bylaws existed in every municipality within Metro Toronto that obliged all dining establishments to serve roast beef with Yorkshire pudding and a salad plate incorporating cottage cheese.

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Toronto Star, August 22, 1963.

Opened on August 22, 1963, the Eglinton Square Morgan’s was the fourth Metro Toronto location since the chain entered the market in 1950, and the first since Hudson’s Bay Company took over the business in 1960. The event was marked by the arrival of store manager D.B. Murdy in a helicopter, which was promptly offered for sale after he disembarked. Besides choppers, the store also allowed customers to order “anything else possible and legal.” The Hearth was a second floor cafeteria that seated 150 and, according to the Star, was decorated with “six murals of early Toronto plus antiques such as flintlock rifles, copper kettles and spinning wheels.” For the convenience of drivers, a spiral parkade adjoined the store.

The store’s days as Morgan’s were short-lived. The following year, management dropped the brand outside of Quebec and renamed the stores The Bay.

Additional material from the August 21, 1963 edition of the Toronto Star.

ADDITIONAL MATERIAL

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Maclean’s, June 15, 1953. Click on image for larger version.

A spread opening a seven-page article on the history of Morgan’s and the state of its business as it expanded during the 1950s. An excerpt on the store’s policy towards “bargains” at its downtown Montreal flagship (warning: outdated language is used by the writer):

Morgan’s abhors the word “bargain.” Nothing is ever “cheap” at Morgan’s. The advertising copy writers on Morgan’s staff are niggardly with the word “sale.” But every month Morgan’s offers a prize of two dollars to any member of the staff who sports in a rival store a comparable article selling at a lower price. Last March there were only three winners.

The budget floor in Morgan’s is not in the basement because that would give it an unfortunae association with “bargain.” It is on the third floor, and the third-floor staff is watched with particular care to see that its customers are treated with the same deference observed in the more ritzy departments.

On the budget floor models slink around in twenty-four dollar dresses with the same femme fatale fluidity they assume in the more expensive salon downstairs. Last April when Eve Trill, the fashion director, was posing models for catalogue photographs of cotton house dresses at five-ninety she made them wear dainty gloves and cute hats to show that the garments were suitable for outdoor wear too.

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Toronto Star, November 7, 1960.

As of early 2018, none of the three stores listed in this article remain Bay-owned stores. The Bloor flagship is now Holt Renfrew, while Lawrence Plaza is split between Metro and Winners. Cloverdale, after a stint as a Target, is planned to be redeveloped into more retail, a gym, and a food court.

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The Toronto Star‘s preview of the Eglinton Square Morgan’s, from its August 21, 1963 edition.

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Photo by Reg Innell, 1963. Toronto Public Library, from the Toronto Star Archives, tspa_0110310f.

A clearer version of the photo used in the previous article. While you can still park on the roof of the main section of the mall (which involves a neat retro experience of driving up the ramps), the parkcade shown here has been torn down. With the Eglinton Crosstown LRT headed in Eglinton Square’s direction, a redevelopment plan has been proposed which would retain the mall and add residential towers.

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Toronto Star, August 21, 1963.