East B.y Reveille Draws Bis Attendance

Collective Advertising ond Trode Promotion Plon Suggested by Clement

Fraser at Large Lumbermen's Rally

The consensus of the 272 lumbermen tvho attended the First Annual Reveille of the lumbermen of Central and Northern California, held at the Hotel Leamington, Oakland, Friday evening, April 21, seemed to be that the affair was a great success from every standpoint.

Members of the California Lumbermen's Council which met in the hotel at noon stayed over for the Reveille. Dinner was served at 6:30 p.m. Earle E. Johnson, of Livermore, president of East Bay Hoo Hoo Club No. 39, sponsors of the big event, presided, and representative lumbermen from all over Central and Northern California were seated at the head table, and all branches of the industry were represented in the attendance.

As entertainment was scheduled to take up most of the evening, the time devoted to speech making was very brief.

mittee at an early date from executives of the various lumber organizations to work out the details of such a plan.

Harry Lake, president of the California Retail Lumbermen's Association, said that the idea is a good one and expressed his belief that the lumber dealers can put it over if they go after it.

Frank O'Connor, president of the California Wholesale Lumber Association, praised the plan, and said he felt sure the wholesalers will cooperate to the best of their ability.

H. Sewall Morton, chairman of the entertainment committee, then introduced Frank Bristol. master of ceremonies. The professional entertainment was preceded by a burlesque entitled "Amos & Andy Lumber Co., Unincorported," "in which," to quote the program, "the wholesaler will endeavor to show the retailer how to sell his lumber without the use of the chisel." This skit was very clever.

President Earle Johnson rvelcomed the large crowd, and said that the Reveille rvill probably be made an annual event, as the large attendance indicated that the idea of such a meeting is a p.opular one.

Clement Fraser, Loop Lumber & Mill Co.. Alamecla, chairman of the genera.l committee and originator of the Reveille idea, in a short talk spoke of the apathy prevailing in the lumber industry regarding much of the propaganda being circulated against wood, and saicl he thought the time ripe for a reveille, or awakening to the dangers that beset their industry. He revealed the serious purpose of the gathering by tentatively introducing the idea of a campaign of collective advertising and promotional rvork to be shared in by retailers, manufacturers and rvholesalers to help revive the industry in Central and Northern California, and possibly of the entire State by selling consumers the idea of wood. The California Lumbermen's Council, he said, at their meeling earlier in the day had approved the idea. He conchided by suggesting the formation of a com-

C. H. Terrell and J. B. McKeon took the parts, and both clid good work.

The choice of entertainment reflected great credit on the entertainment committee, and the show was said by many to be the best ever put on at any lumbermen's gathering in this part of the country. Judging by the applause the Neapolitan Quartette, rvith Joseph L. Bobba, accordion accompanist, was prime favorite. Scotty Weston made a big hit with his tap dancing, and his Co., a l2-year old and a six-year old boy came in for a good hand. Berna Frechette, soprano, the Weber sisters, singers and daniers, and Consuelo Gonsalves all received well merited applause. The Reveille Review, Dr. Josephus Forrestus, The Medicine Man, and Betty Zak, dancer, rounded out a fine program.

The sponsors of the Reveille are indebted to the wholesale firms of San Francisco and Oakland. lvho financed the entertainment. Strable Hardwood Co., Oakland, furnished the orchestra which played throughout the dinner hour.

Bert Bryan, Strable Hardwood Co., Oakland, and C. I. Gilbert, Eureka Mill & Lumber Co., Oakland, were hard working members of Clement Fraser's general committee.

The golf committee consisted of C. I. Speer, chairman; Henry Hink, Dolbeer & Carson Lumber Co., San Francisco; Larue Woodson, Nicolai Door Sales Co., San Francisco, and Jerry Bonnington, Wendling-Nathan Co., San Francisco.

The souvenir program had on its front cover the three colored sticker issued by the East Bay Lumbermen's Club, with its slogan, "Make It Good-Bqild with 'Wood."

Forty eight golfers turned out for the golf tournament on Saturday morning, April 22, at the Oak Knoll Country Club.

'Geo. Dunn, Zenith Mill & Lumber Co., Oakland, was the winner of the low gross prize with a score of 84. Jar. E. "Jimmy" Atkinson, Chas. R. McCormick Lumber Co., San Francisco, won the low net prize with a net score of 67.

The retailers'low gross prize was won by Roy Dreisbach of the Zenith Mill & Lumber Co., with 88, and Geo. Malm of Malm & Angle, Dds Palos, with a net of 74 won the retailers' low net.

Retailers' high gross prize was carried off by A. E. Hilmar, Loop Lumber & Mill Co., Alameda, with 151. Wholesalers' low gross winner was Nick Cryer, J. E. Higgins Lumber Co., San Francisco, and Jerry Bonnington, Wendling-Nathan Co., San Francisco, copped the wholesalers' low.net with a score of 70.

Flight one low gross was taken by Lee Noack, Concealo Fixture Co., Oakland, with an 86; flight one low net was won by Fritz Dettmann, Allen & Dettmann, San Francisco, with a net score of 76; flight two low gross fell to Roy Hills, Wendling-Nathan Co., San Francisco, with a total of 90; flight two low net won by J. A. Chase, Chase Lumber Co., San Jose with 75; flight three low gross won by Doug. Cook, Western Door & Sash Co., Oakland, with 93, and flight three low net by J. G. MacKenzie, LibbeyOwens-Ford Glass Co., San Francisco, with 74.

The prize for the most birdies was won by A. Ferreira, 93-7-86, W. R. Chamberlin Co.. San Francisco. Harry Vincent, E. K. Wood Lumber Co.,9O-tl-79, won prize for lowest score on hole two, 4 strokes. Prize for highest score on hole 13, 10 strokes, was won by Roy Matheny, Matheny Bros., Lodi, IL9-27-82. The prizes for the scores indicating truest handicap were won by Tom Branson, Melrose Lumber Co., Oakland, 94-17-77; C. I. Speer, Zenith Mill & Lumber Co., 9l-14-77, and C. H. Terrell, Hill & Morton, Oakland, 94-14-80. Guest prize was won by Mr. McCurdy.

The 20 golf prizes were donated by lumber and building material firms of San Francisco and Oakland. In addition to these prizes a new ball was given to each player on the first tee. Luncheon was served to the players in the club house.

Announcement is made that copies of the photograph taken at the Reveille dinner on Friday evening may be obtained from H. Sewall Morton, Hill & Morton, Inc., Dennison St. Wharf, Oakland. These are 8x10 inches, and are 50 cents each.

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