Santa Fe Lumber Co.

(Continued from Page 19) talked briefly on the inspirational side of the retail lumber business, of the wonderful pioneer work that the Western Retail Lumbermens' Association has done in the past in spreading the gospel of better merchandising, of the cooperative work of himself and A. L. Porter in preaching that gospel, and of the marvelous recent development of the state of California along the lines of modern Merchandising. He complimented the retailers of California in general for their advanced ideas and their alvahced methods of merchandising their product, and declared that nowhere in the United States are there lumber merchants who are more thoroughly sold on merchandising methods, or more practically following such methods, than the lumber dealers of California, and that the onward sweep of retail lumber progress in this state is still going forward.

He talked on the future of California, and called upon all districts of the state to waken to an appreciation of what ir being done in Southern California at the present time in the way of empire building. "I believe,'r he said, "that in trying to estimate what Southern California building prospects are, you must cast aside all precedent established elsewhere, and forget the experience of all other building booms, because never before since this old rvorld was yount has there ever happened anything to compare with this miracle of transformation that is taking place in the Los Angeles district. The greatest tide of cir"ijizatiotr 'that ever flowed into any spot on the globe in all history, is flowing into Southern California, and in my judgment it is not yet well started. I believe Southern California is standing in the very gateway of a march of progress that belittles her records of the past few years, and that it will continue until there is one great sweep of homes and humanity and business from Santa Monica to San Diego."

LARGEST CONCAT IN HOO-HOO HISTORY

The Hoo-Hoo Concatehation held at Venice on Tuesda night, will go down in history as the largest, and one the best conducted affairs of its kitrd that has ever held.

One hundred and seventv-one Kittens listened to the im: ! r .ffz_._i_--.---.* pres5iT6-ritualtrn-d were led throufh'tI'6 outer and innner gardens that gave them right to open their eyes to the lvorld, and look as a Cat upon their Brothers. TE""lg three old Cats filed their applications-fpr.re,instatemenlinto ffi

Herman L. Rosenberg, Vicegerant for the Los Angeles District, assisted by the eight other men on the Nine, and an Initiation Committee led by B. W. Bookstaver, put these men through the Initiation without a hitch, and are to be congratulated upon their success.

The dinner held at the Ship Cafe, in Venice was a succeSs from every angle. As is customary, their were about twice the number attended that had been prepared for. This caused a short delay in the proceedings, and when all were seated., $Ur -Hund-red Sn.dJglx-fbteS-ggg ate a very hne drnnef, ancl enjoyed a program oI entertarnment tnat had been prepared by Fred E. Golding. The big hit here rvas a minstrel sketch, put on by Ed Houghton, and F. J. Long, both local members of the order. These boys, in their black face make-up gave a fine presentation, and it came as a complete surprise to the other fellows when they were introduced. No one had been able to guess their identity. Both men have splendid voices, and their songs, and the string of personal jokes that.they pulled on some of the other members, made a big hit.

Parson Simpkins was on hand, and made a few remarks to the meeting, and the Snark of the lJniverse, C. D. LeMaster was given a hearty "Nine." Many. other past Snarks, and other notables were ihtroduced.

The Reception Committee rvas led by R. A. Forsythe, and he was helped out by a dozen of the Los Angeles members. J. M. (limmie) Chase looked after the tickets, and the finances of the meetihg, and it is superfluous to say that this end of the business was taken care of in fine order. Jim Chase is the hardest working man in the Los Angeles Hoo-Hoo District. The Mernbership Committee, composed of'five teams of five men each, and each team led by a Captain, closed their race for nerv members with Forrest Wilson ih the lead with 65 Kittens signed up, and Floyd A. Dernier running a close second with 62. F. J. Connelly, Fred Crosier and Hal Browning brought up the rear all close together, and the final count showed a total of a hundred and seventy-one candidates. The Membership Committee is headed by Phil B. Hart, of "The Calif.ornia Lumber Merchant," as Chairman.

The Kittens were put through a series of antics by .Bookstaver and his gang. Singly and by squads, they were led around the hall and made to do stunts. most of which were new to the boys, and which brought a lot of laughs.

Wednesday Morning

The convention was called to order by President O. A. Spear who introduced Alexander Pollard, who led the meeting in singing several songs.

"It Is My Move First" was the address of E. D. Tennant, secretary-manager of the Los Angeles District Lumbermen's Club. Mr. Tennant stated that it was very essential to know the cost of doing business and every concern should know just where they stand at the end of every month; he said that the day of waiting until inventory time to find out this information had passed. He spoke on the question of competent help and urged the retail dealers to watch this matter verv closelv. He also devoted some time to the question of grades, and stated that some of the houses !€ing built today were not fit to live ih and this to the fact that contractors were able to get some retaily'ealers to play with them, the result being the construfion of many undesirable houses.

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The morning session was closed by Douglas Malloch who made a humorous address entitled "Husbands and Wives."

Jim Chase Buys Some Lumber

One of the most entertaining and at the same time instructive things on the entire business program was pulled by that sterling retailer, salesman, and Go-Getter, Jim Chase, of the Owens-Parks Lumber Company, of Los Angeles, assisted by three very clever salesmen of his own concern, ahd a woman, Miss Eda Dernier, who is associated with her brother in the operation of The Lumbermen's Service Association, of Los Angeles.

They put on a sketch, showing Jim Chase, a hard-boiled contractor, sitting in his office, and he is called upon successively by three young men representing various retail lumber companies, who want to sell him a bill of material he is in the market for. Miss Dernier acts as his Secretary, ushers the salesmen in, and plays a prominent part generally.

The first caller is George Dotson, who is supposed to represent the "We Will Lumber Company." He tells Mr. Chase a long string of bromide stuff about the service and stocks his company can furnish but he doesn't get anywhere because he isn't saying anything specific or particular, and he makes no impression. Mr. Chase picks up a copy of The California Lumber N{erchant and goes to reading it in his visitors face, remarking that "We can't get along without" the Merchant.

The second caller is Chas. Elliott. who reDresents the "skinem Lumber Company," and he makes -a sales talk strictly on the basis of low price, and makes no other argu- ment. He wants to sell the bill because he can deliver the goods cheaper than can anyone else. IIe dosn't get away with it either.

The Ed. Owens, of the Owens-Parks Lumber Company, who represents the "Go Gettem Lumber Company," comes in and delivers the goods. He talks plan service, architectural service, dependable goods, perfectly graded and guaranteed stock, prompt and sure deliveries, and the respongibility of his concern which stands back of every sale and guarantees satisfaction. These things, he advises, cost more money, but are worth more, and he finally sells the bill at a very high price.

It was a very enjoyable skit indeed.

Ball And Dinner Dance

The gala event of the entertainment program for the week was the dinner dance and ball given in the main ballroom of the Biltmore Hotel the night of Wednesday, February ZOth. It was a truly wonderful event, one that was fairly alive with spontaneous fun and frolic, and which provided a world of entertainmeht for an over-flow crowd. So great was the attendance that the proposed dinner dance had to be changed into dinner and then dance, because the entire ballroom floor had to be filled with tables to serve the guests.

A splendid orchestra furnished lively and inspiring music all evening, and throughout the dinner there was a snappy entertainment program furnished by professional singers, dancers, and entertainers, that kept the attention of the diners.

Jack Dionne acted as Master of Ceremonies for the evening, with Phil B. Hart, Chairman of the Ehtertainment Committee directing the program and the entertainment. The Master of Ceremonies announced early in the evening that joy would be unrestrained, that there would be no speaking program, and that earnest supplications from Al Porter, Gus Russell, and Elmore King for permission to address the crowd, had been unanimously voted down by the committee in charge. This announcement was met with much applause.

After the dinner was concluded the hall was cleared away, and there was a most joyful dancing party. Bal- loons were distributed wholesale, and the air was filled with laughter and music. Delightful light refreshments were served throughout the evening.

"Gerlinger Quality" has been associated with lumber and logr for 25 yea^B O"lv on the basic of cerrice can a business sutrive and gl1ow for a quarter of a century.

Later in the evening, lntroduced by David Woodhead, the Master of Ceremonies told "nigger" stories for some nrinutes to the ballroom crorvd.

The party broke up in the wee small hours and was voted one of the most wonderful lumber social events in the history of Los Angeles.

THEATRE PARTIES WELL ATTE}IDED

On Tuesday evening, according to the printed schedule, a theatre party was held at Grauman's Hollywood Egyptiah Theatre. Nearly a hundred of the visiting ladies, together with a number of the men who had not attended the HooHoo affair at Venice, boarded special cars in Los Angeles and were taken to this beautilul show place where so many of the newest picture spectacles have been presented.

"The Ten Commandments," said to be finest picture that has ever been shown, together with several features, some of which had been specially mqde for the lumbermen and their ladies, received the enthusiastic approval of the party. This afiair was in the hands of Miss Dernier, of the Lumbermens' Service Association, and Miss Wood, of "The California Lumber Merchant."

Thursday afternoon, one hundred and ten of the visitors were taken, in special electric cars, to San Gabriel. After a short visit through the old I\[ission, they were taken to the famous Mission Play Theatre, to witness a performance of John McGroarty's Mission Play, story of the history of California. They were loud in their praise of this part of the entertainment program. A party of fifty were met at the theatre by a large sightseeing bus, and were brought back to Los Angeles, via some of the scenic d.rives through San Gabriel and South Pasadena.

The fifty passenger car that was kept on hand at the Convention Headquarters all through the Institute, was well patronized by the out of town delegates. Wednesday, Thursday and Friday, the car made several trips, going in different directions each time, and affording an opportunity to the visitors of seeing a part of the beauties of Southern California.

Thursday Morning

The convention was called to order bv President O. A. Spear, u'ho introduced Alexander Poilard, who led the meeting in several songs.

H. A. Templeton, President Monarch Lumber Co., Great Falls, Montaha, led the discussion "The Three ElementsTurnover-Expenses-M argin."

A. B. Wastell, Manager of the California Retail Lumbermens' Association, San Francisco, gave an excellent talk on the "Benefits of a State Organization." Mr. Wastell stated that the State Association acted as sort of a clearing house for the various regiohal lumbermen's clubs in the state and that the time was coming when the retail lumber dealers in the State should be strongly organized for concerted action. He said that the benefits that the retail dealers get out of their association is dependent on just the actual amount of work that they put into the association. He spoke on the recent consolidation of the Southern Californla Association and the State Association and the benefits that will result from this amalgamation. Mr. Wastell said that the State Association now had 280 members and that they expected to get at least one new member a day during the month of February. He told of the progress that the State Association was making, the service that they were rendering to the retailers of the state, and closed by stating that the retail lumber dealers of the state should take gleat pride in being afifiliated with the State Association.

O. R. Taylor, Routt Lumber Company, Fresno, gave a very interesting talk on "Our Experience With Plan Service." In regards to the service that should be given to the consumer, Mr. Taylor cited the services given the buyer by the furhiture dealers. He gave an excellent talk on the construction of better homes and in concluding his ad. dress, stated that "better homes made better menr" "better men made more prosperous communities,t' and "prosperous communities meant more business."

Thursday Afternoon

The California Concert Company opened the afternoon sessioh with several excellent musical numbers.

President Spear then introduced C. H. Griffin, secretary of the Homer T. Hayward Lumber Co. of Santa Cruz. Mr. Griffin talked on the activities of the Coast Counties Lumbermen's Club, stating the dealers in his territory realized that they were overlooking an opportunity by not being organized and a year ago started their local lumbermen's club. He said that their club how represents 40 yards and that they meet once a month. He said that the dealers have benefited a great deal by their sessions through an interchange of ideas which should no doubt result in their making more profits and a more successful handling of their business ploblems. He stated that when their club was first formed that the dealers of Sahta Cruz were carrying twelve patterns of siding in stock, that this item was first reduced to six patterns and at the present time the dealers there are only carrying two patterns.

He also spoke on the newspaper advertising that the Santa Cruz dealers were carrying on and the various other means they were using for the proper merchandising of their lumber products. Mr. Griffin said that their company employed their own architect at their Santa Cruz yard and that he was of great assistance to new home builders. He also referred to the money that u'as going into automobiles, victrolas, oil stock, etc., by the public and it was his opinion that the dealers should devise some methods in getting the public to put some of this money into building new homes. He said that excellent good fellowship prevailed

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