The art of decorating dry goods windows and interiors

The street fair is the most popular form of modern local enterprise, and has been growing in popularity for several years.

WHAT IT IS.

The street fair consists of a series of temporary booths erected on both sides of the main street of a town, or around a central square or park, if the town is laid out that way. These booths are built at the outer edge of the sidewalk, upon the roadway, leaving the passageway of the sidewalk at one side and the middle of the street at the other side. Most booths face the street, although often they are arranged to face both the street and the sidewalk. Each merchant builds his booth before his own store, making a display of merchandise in the booth, but selling goods only from his regular stock. Confectionery, notions, etc., are also sold from booths. At the street corners or interspersed among the booths of the merchants, are raised platforms on which free entertainments, such as juggling, acrobatic acts, legerdemain, etc., are given at stated intervals for the amusement of the people. In connection with the street fair, various special attractions are arranged, a balloon ascension one day, a parade of floats on another, and so on, according to the fancy or enterprise of the committee.

THE OBJECT.

The free street fair is intended not only to attract temporary crowds to a town, but to make the town popular to the farming and outlying community tributary to it. Many farmers live within reach of two or, perhaps, three towns; but the enterprising town—the one that entertains the farmers with free street fairs, is supposed to be thereafter favored with the largest share of trade.

Moreover, the street fair gives merchants an excellent opportunity to make the acquaintance of the neighboring farmers and residents of smaller, near by towns. This acquaintance ripens into a friendship and mutual respect that not only wins trade, but holds it for all time.

SUCCESS OF STREET FAIRS.

How successful the scheme of free street fairs has been is evinced by the fact that towns which have once held this sort of entertainment are always eager to continue them the next year, and the next—and are still holding street fairs. Seldom has the committee been called upon to collect a dollar of the original subscription—for the fairs pay their own way, and only cost each merchant the expense of his individual display. It is stated that no street fair has ever been a failure since the idea was first conceived, although of course the measure of their success depends greatly upon the ability of the committee and the enterprise of the merchants in making attractive displays.

ADVANTAGES OVER COUNTY FAIRS.

The street fair has proved itself much superior to the old style county or state fair. The people are held day and night at the door of the merchants instead of spending their time two or three miles away from town. The old-style fair leaves a town deserted, dull and forlorn. Trade is at a standstill, and merchants agree it is almost as well to close their doors during fair week. The street fair is a period of excitement, hustling and constant sales for every merchant. The people are forced to remain where there is a constant temptation to spend their spare cash—and of course they spend it.

TIME TO HOLD STREET FAIRS.

The season of street fairs is from May to October, although some are being held in this month of April in the warmer states. They usually open on Tuesday morning and end Friday night, although in some cases the entire week, including Monday and Saturday, is not considered too long a period for the festivities.

HOW TO ORGANIZE A STREET FAIR.

First you must have a guaranteed fund. This is procured as follows: (a) Subscriptions from merchants; (b) sale of booths and privileges; (c) sale of advertising space on the daily souvenir programme.

The cost of a street fair is from $2,500 upward, depending on size of your town, the amount of advertising you do, etc.

You will need a large number of committees to properly handle your street fair. One object of having a great many committees is to give every business man in town something to do in connection with the fair, so that those who are inclined to grow lukewarm will, of necessity, be compelled to take continued interest in the forthcoming fair. Furthermore, there are too many details connected with the work of preparing for the fair and conducting it, to be placed on the shoulders of one small committee. Accordingly, there must be separate committees for each department of street fair work. The finance committee must look after raising the money. The amusement committee must see that proper attractions and amusements are provided. The committee on premiums will get up the premium list, appoint judges in the various departments and see that the awarded premiums are paid. The committee on parades and special days will look after the work indicated by its title. You will need also a committee on contests, such as cake walking, baby shows, old violin players, fat men’s race, greased pole climbing, greased pig catching and such other diversions as may be introduced for local talent in addition to the attractions engaged from abroad. Your committee on privileges and booths will be able to render great service to the association by using proper judgment and enterprise. A large revenue can be realized from the sale of booths and spaces for merry-go-rounds, Ferris wheels, side shows, etc. Your committee on railroads will have to look after the important work of securing special reduced rates from all points in territory tributary to your city during the continuance of the fair. By appointing influential men on this committee and having them go direct to the main offices of the railroad company you will be able to secure liberal concessions in the way of reduced excursion rates that will greatly swell your attendance during the week. Your committee on advertising will have plenty of work to do. It is a good plan to appoint the local newspaper men on this committee. They will keep booming the street fair from the time that the date is fixed upon, and will see that the field is thoroughly and constantly covered, so far as the advertising is concerned. You will also need an executive committee. This committee may include all the members of the above committees, these being only sub-committees of the executive committee, or it may be limited, as you think best. In some cities a regular street fair company is incorporated under the laws of the state, with a president, board of directors, etc. This is a very good plan. It gives an air of permanence to the organization and makes all the transactions of the association more business-like in character.

AMUSEMENTS.

Good attractions must be secured for the free entertainments. Do not make the mistake of hiring cheap performers, as they will disgust your people rather than entertain them. There are now a number of expert conductors, or general managers of street fairs, who hire their services to committees and advise the townsmen in all details. These men, having had ample experience, are very useful to committees and often insure the success of the fair. When there is no resident of your town available who has a genius for carrying out such enterprises, the employment of an expert director is advised. In this case it is better to secure your man in the beginning, as he can then assist in organizing the entire festival.

PROMINENT DETAILS.

R. J. McDonald, who is an authority on street fairs, gives the following excellent advice as to details:

The first step is to interest the city authorities, the manufacturing dealers of all lines, and the citizens in general. Then, in order, follow the securing of the necessary subscriptions, concessions from all lines of transportation and many other sources, advertising, newspaper work, billing the country for at least 200 miles in all directions, daily souvenir programme, the formation of the different committees, arranging street parades daily, securing the use of vacant grounds for the erection of booths for the merchants and manufacturing displays, for a Midway inclosure, space for lease to venders of all kinds. Then comes the famous Midway, which, without doubt, will be the most attractive feature of the street fair. Who can forget Chicago in 1893, and the people of all nations? For this feature some large traveling street fair combination should be secured—one which will have all the features which go to make up a successful Midway.

You would also need tents for the press and visitors, one large tent for dining hall—would advise that this be in charge of, and under the management of some congregation—German and Irish villages, with the native dance and the Irish piper to warm the hearts of their countrymen, also two or three free exhibitions, which should be the best in America.

Now, to make the fair a success, the writer would advise making concessions to some charitable institution or some good cause; then you get the ladies, clergy and press with you, and if you can do this, it is sure to be a grand success. The fair must be advertised largely, like a circus, special rates on all lines of transportation. Every day must be a special day. A different parade, finishing at the entrance to the fair, should be held every afternoon—never in the morning. There should be a military day for the entertainment of the soldiers of the civil war, both union and confederate, the soldiers of the Spanish-Philippine war, also a school children’s day. This being campaign year, would advise a democratic and republican day, and invite some of the most prominent speakers of the country, candidates for office, etc. I would also advise a public marriage on one of the days, and each afternoon or evening a genuine old-fashioned cake walk, combined with fireworks and an abundance of good music. A floral parade, properly handled, with a popular lady citizen as queen, would be the strongest feature of the week, and would draw thousands of strangers to any city. This part of the entertainment will require some one with experience to handle, if it is to be a success.

FLOATS.

During street fairs, as well as the ordinary country fairs, industrial parades are frequent, and often the decorator is puzzled how to construct an effective float.

We show several pictures of floats in the late Milwaukee industrial parade. The booth was built upon a large wagon truck and had a latticed roof. The lower sides of the booth hung over the wheels and were elaborately pleated and puffed. Fancy groceries were shown in the float, and maidens, dressed to represent the southern climes from whence the goods came, were seated on each of the sides.

Eight horses, caparisoned in white, with large plumes on their heads, were attached to the float, and each horse was led by a groom in fancy dress. This float was one of the most successful in the parade.

One of the most novel floats ever constructed was that of Mr. Mahana, shown herewith. It was shaped like a large slipper, and completely covered the wagon truck on which it was placed. Silver foil covered the entire surface, and around the edge, or sole, was an ornamental border in white and gold. Underneath the big umbrella sat a bevy of pretty girls.

In our first picture is shown a clothing float, the star and crescent being adopted as the design. Although somewhat crudely carried out, the idea is a good one. While only one coat was shown on each side of the star, the float attracted much attention.

The Mercantile Co.’s float, was part of a floral parade. Float and horses were decorated in pure white, and five young girls, seated under the canopy, wore flowing white draperies. The relief to this was given by the mass of greenery in the interior of the float, and by the signs, which were lettered in emerald green.

THE SEASONS.

This float showed on the four sides the allegorical presentations of Spring, Summer, Autumn and Winter.

“No. 1.—Spring.—Front Section of Float.—Arbor and arch trimmed with artificial marguerites and morning glories, intertwined with foliage. Glass prisms hang suspended to represent dew drops.

“‘Spring,’ draped in pure white gauze; wings at shoulders. Butterflies and aigrette in the hair. She is represented seated on a large mushroom (made of a 24-inch chopping bowl). Before her are seated four large rabbits on their hind legs. On the spreading limb of the tree that fronts her are perched two big crows, a blue jay, an oriole and two small birds, all posed in the act of singing (beaks high and open). Spring is clasping in one hand a baton and in the other a piece of music. She is giving the birds and rabbits their first spring lesson. This section was called ‘An Ode to Spring.’

“No. 2.—Summer.—Right Side Section of float.—‘Summer,’ draped in light blue cheesecloth and silver tinsel. On head a wreath of pink and white roses, and on one shoulder butterflies, on the other roses. In her left hand she carries basket of roses. Arbor and archway are trimmed entirely with pink and white roses, three gross being used (artificial). Plums and peaches hang pendent from the top. At her feet (on the right) crouches a large white swan. At each corner of this section are two full size cranes, three feet high.

“No. 3.—Autumn.—Left Side of Float, Ceres (Wheat).—‘Autumn’ is represented by a brunette draped in corn-colored cheesecloth. Her long wreath is of corn flowers, poppies and wheat. On her head a wreath of poppies and wheat. In her right hand she carries a sickle. Under her left arm she carries a loosely bound sheaf of wheat. Arbor and archway trimmed with poppies and wheat. A dozen bunches of artificial, full size grapes hang from top of the arbor. In the growing wheat, at each side of this section, are two quail and two hares.

“No. 4.—Winter.—Rear of Float.—Represented by a young lady draped in dark green. In one hand she carries a bow, in her belt she has an arrow. Her wreath for the hair is of holly berries and ivy. Her bower and arch are trimmed with ivy and dahlias. Her corsage wreath is of dahlias. At her left crouches a Texan puma, life size; at her right stands a full sized deer.

CLEOPATRA’S BARGE.

The combination was green and pink. The figurehead was relief papier mache work done in gold on bronze green ground. The large leaf (sail) is also papier mache work. Close scrutiny is necessary to see the best work.

PATRIOTIC FLOAT.

The framework is light, but substantial, the canopy being supported by iron bars on which sleeve puffing is used. These bars are turned at top and bottom, flattened, and furnished with screw holes. The umbrella holders at the corners are made in the same way, four handsome girls standing beneath the umbrellas. Quite a few goods were shown in the spaces, and the entire effect was excellent.

ORIGINAL STREET FAIR BOOTH WITH REVOLVING ILLUMINATED BALL.

It has always been my theory—and I have yet to hear it successfully disputed—that it is better to have an attractive advertisement costing $1 than a poor one costing twenty-five cents; and on this hypothesis the above booth will be described. The street fair is one of the best chances for advertising you will ever get. Your audience is not going to be the same that critically and leisurely inspected your show windows and the goods and taste displayed therein the week before. It is going to be a rushing, pushing, good natured and sight seeing crowd. It will not be one that will be critically inclined, nor have time for minute details. Knowing this to be a fact, it is “up to you” to get in your advertising and do it with a booth that will arrest the eye, whether in a hurry or not. Here is where you can use all the loud, flashy and contrasting colors you want.

First you must see if your electric light company has the “strings” of lights (see Fig. 1), shown running from the center to corners, on hand. There are companies who keep these on hand, with weatherproof sockets, to be rented out for just such purposes. The lights shown around the edges can be put in by any electrician at a small cost on one circuit. Both these and the “strings” are supposed to burn steadily, and not connected to the flasher. The carpenter contractor will undoubtedly put in an appearance in due time. These contractors usually put up the booths for a stipulated price, rent you the lumber and remove it when the fair is over.

Next is the ball frame (see Fig. 2). This is intended to be six feet in diameter, made of strips of wood or moulding ¼ × 3 inches, soaked in hot water and bent to form. The 3-inch width is to give you a base for the lamp sockets. Between the six ribs shown run hogshead hoops to give fullness between the ribs shown. The frame can be covered with two contrasting colors in six equal sized pieces for daylight effect, and the colored lights will take care of this part in the evening. The shaft should be of 1-inch gas pipe. Having had a platform built inside the booth flush with the gables, it will be a length equal from the floor of the platform to the peak of the roof, plus the height of the ball and six inches for clearance. Have the bottom drawn to a point or filled with a pointed plug shown at C (Fig. 2), and provide a socket bearing. This bearing is intended to support the entire ball and not offer undue friction to its rotation. It will also be necessary to provide an extra shield near the bottom to prevent a heavy wind forcing it out of the socket sideways. At a point just under the peak of the roof, which is also the upper bearing for the shaft, drill two ½-inch holes. Drill two holes also at a point between the roof outside and the bottom of the ball, shown at A. The contact rings and brushes at B are fully described in detail in the March issue of The Show Window. These will be made the same, only larger. Equip the shaft with a 5-inch grooved pulley belt direct to the countershaft of your flasher, and it will run about thirty revolutions per minute.

The shield shown in Fig. 3 is made of tin or painted pasteboard, and will be found absolutely necessary to keep rain out of all sockets pointing outward from a point above the center of the ball. If water was to get in between the socket and lamp base, plugs will be blown faster than you can put them in.

The wiring is shown in Fig. 4. There are three circuits, each of different color, divided into two parts, each half on opposite sides of ball. One side of each row of lights will be coupled to a common main, which will go inside the shaft at the upper hole and out again at the lower; thence to the bottom ring, which is connected to the main direct. Circuit No. 1, red, goes from the first brush on the flasher to top ring and brush on the shaft and thence to the remaining sides of the two red rows. Circuit No. 2, white, goes from No. 2 on flasher to No. 2 brush and ring, thence connects to remaining sides of the two white rows. Circuit No. 3, green, goes from No. 3 on flasher to No. 3 ring and brush, thence to the remaining sides of the two green rows. The other main goes to the leg of flasher direct. Run one wire from each main for the motor.

Set your flasher lugs as shown in Fig. 5, and the various color changes will take place, as shown at the side of diagram in the order given.

After you are through with your wiring, you will probably find your hands not in condition to hold the dainty hand of Angelina, and which soap fails to remove. Don’t get scared. This will probably be a combination of muriatic acid, asphaltum and rubber. They can be cleaned as follows: Wash first in water, without soap, to remove the acid. Next loosen the asphaltum with any kind of oil or grease. Lastly, wash them with soap, water and sawdust, and you will be surprised to see how easily it is done when you know how.