Music Trade Review

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
JUNE 2, 1923
THE
MUSIC TRADE
REVIEW
A Far Western Canadian Music House
New Store of Fletcher Bros., Ltd., in Vancouver, B. C, a Striking Example of Modern Planning in the Retail
Music House—Building Represents the Latest Developments in the Proper Background for
the Display of Musical Instruments and Convenience for Customers
There arc those in the music trade in the Unit-
ed States who are inclined to regard that sec-
tion of the Dominion of Canada known as the
Canadian Northwest as more or less of a wil-
derness and a section where retail merchants,
including music merchants, do things in a small-
town way. It is for the benefit of this class,
as well as for those who are interested in see-
ing how the other music merchant arranges his
establishment, that we are presenting herewith
a number of views of the new headquarters of
Fletcher Bros., Ltd., Victoria, B. C, known as
one of western Canada's music houses and
which now has what is considered one of the
finest retail music establishments on the other
side of the border.
It was only about a year ago that the old
building occupied by Fletcher Bros, was de-
stroyed by fire, but, in a sense, the fire was a
blessing in that, before the hose had ceased
playing on the ruins, James H. Fletcher, man-
aging director of the company, conceived the
idea of a new building of distinctly modern
character, upon which work was begun almost
at once. The formal opening of the new estab-
lishment was held not so long ago.
Studied Other Music Stores
The new building is two stories high, with
mezzanine floor, and cost in the neighborhood
of $75,000 to build and finish. In it is incor-
porated almost every modern feature of store
arrangement and equipment. Before complet-
ing plans for the new structure Mr. Fletcher
personally made a three months' tour through
California and Oregon, studying the leading
music stores in those States for the purpose of
securing the best ideas to be incorporated in
his own establishment. When he returned he
sifted his voluminous notes and from them se-
lected those features which appealed to him as
being the most practical and beneficial.
The new building has approximately 10,000
square feet of floor space and a feature is the
in both the ground floor and mezzanine win-
dows serve to attract attention to their con-
tents from both the day and night crowds, and
is a model sheet music department. Back of
this is Mr. Fletcher's office, in order that he
rr.ay be available to anyone who seeks to corn-
Grand Piano Display Room
the display is readily observed from the oppo- municate with him, his plan being to see every-
one who comes into the store, if possible, and
site side of the street.
It is upon entering the store that the real to take time personally to adjust the slightest
attractiveness of the establishment is realized, difficulty.
An unusually interesting feature of the main
for what first impresses one is the combina-
tion of marble, mahogany and plate glass in the store arrangement is the small but attractive
interior construction. The main floor is sup- booth set aside for the use of such worthy
plied with a white-beamed ceiling, equipped musical organizations of the city as desire to
sell tickets for various events. Even during
the limited time in which the booth has been
in use it has proven its value in bringing crowds
of music lovers to the store and in developing
their good-will, this, in turn, being calculated
to promote sales. In the rear at the left is the
record department, where a complete stock of
"His Master's Voice" records are handled, while
opposite on the right is a battery of eight
soundproof demonstrating booths, well venti-
lated and furnished for the use of record cus-
tomers.
On the mezzanine floor, which is reached
cither by an attractive marble staircase or by
elevator, is found the talking machine depart-
ment, equipped with a number of richly fur-
nished salesrooms where customers may select
types of instruments they most desire. The
front part of a section of the mezzanine floor
is given over to the band instrument depart-
ment, where is carried one of the most com-
plete irj^ies in Western Canada. On the second
floor are to be found the pianos. This floor has
been provided with a half dozen sound-proof
rooms, each richly furnished to give it a home-
like appearance. This arrangement allows for
six customers being taken care of at one time,
and each privately.
Band and Stringed Instrument Department
big spread of show window space in the store with an indirect lighting system, which makes
front, as well as on the mezzanine floor, which the premises bright and cheerful. The front
provides an abundance of opportunity for the portion of the main store at the right is re-
window dresser. Special lighting arrangements
served for display purposes, while at the left
Special Room for Grands
The outstanding feature of the second floor
is a large front room with large plate glass
windows flooding it with daylight that is re-
served for the display of grand pianos, thr
Fletcher Bros, featuring the Steinway amon 8
other makes. No home was ever furnished with
more thought or care than this room and the
effect is thoroughly in keeping with the pianos.