Thursday, July 12, 2007
All Roads Lead to Oakland
This advertisement of interest is from the H. C. Capwell Company, celebrating the opening of the Carquinez Bridge in May of 1927.
The advertisement extols the virtues of the "six great highways" delivering traffic across the new bridge to Oakland; bringing in new shoppers from all over. The six great highways include the Pacific Highway, Redwood Highway, Lincoln Highway, Victory Highway, the coast road, and the Ridge road.
Of additional interest is the notice of merger between Capwell's and the Emporium to give Oakland "its greatest store." The combined name "Emporium Capwell" didn't come into use until 1979. Although, in 1990, "Capwell" was dropped in favor of just "Emporium."
In the advertisement, they go on to announce a new store to be constructed at 20th and Broadway in downtown Oakland, which is the current location of Sears.