Making The Most Of A Good Location

Johnson High Test Oil Company

Johnsunite Gasoline & Hi-Duty Motor Oil

Super Service Station - April 1937

Staff Writer

Almost before we realized what had happened we were stopping before three new and shiny calculating pumps and were hearing a neat and courteous attendant saying - "How many will your tank hold today, sir?"

"Oh, about nine" - We had intended to buy only five gallons and to use the rest room, but we were caught off guard by the salesman's quick question, which he had learned was a volume builder.

As we got out of the car and began to stretch, we analyzed the magnetic characteristics of the station which had attracted us. In the first place the drive was easy to get into. It was smooth, almost to the exact level of the street with no hump to climb over and no gutter to bump through.

If the three pumps had stood alone on the broad service court with no station behind them, the ease of a approach probably would have drawn us in for gasoline. But behind those pumps was a completely white porcelain brick station with large and attractive windows, neat identification and an impression of cleanliness which must have appealed to our rest-room seeking instincts. Closer examination disclosed that the whole set-up was completely new and upon inquiry we learned this story:-

Before modernization the property had been occupied by and old canopy type "filling station," set corner-wise on the lot - (why were so many stations formerly placed in this way?)-with a drive that shunted customers off onto a little used side street and required one to turn, back and maneuver himself into position to resume his course.

An outside pit had permitted almost no opportunity to render lubrication service during the winter months and, hidden behind the station as it was, offered little attraction to motorists desiring first class lubrication service in the summer time.

Behind the old station, but facing the main street, has stood a decrepit two-story frame building of forgotten vintage. The only justification for the room it occupied was the fact that it housed the facilities for battery service, served as a store room for a stock of tires and accessories and had an unwieldy display window where merchandise could be show, though not to any great advantage.

Here was an ideal location...a choice corner on the main street, in the midst of the business district but occupied by a station which had been badly handicapped in the battle for business. In spite of the inconvenience of approach, lack of equipment and the unattractive builder, the antiquated station had produced a creditable volume of business, due almost entirely to the congenial operator whose personality was so attractive that it eclipsed many of the physical handicaps of the obsolete station.

When plans for modernizing began to take shape, it was decided that none of the old was worth saving-that today's business conditions warranted, and motorists' desires demanded a completely new layout.

In this undertaking a temporary suspension of business was looked for, but careful planning avoided it. A portion of the new outer drive was laid and new pumps were installed almost before any wrecking of the old equipment was started. A late evening cutover from old to new pumps was made.

The old two story frame house was moved off of the lot bodily, and behind it rose the walls of a service department with room for three cars. The removal of this building gave breathing space and the skeleton of the old station was then moved to a point where it could be used as a temporary shelter-and would interfere, neither with the building of the new office and sales room which now occupies its old location, nor the flow of traffic on the drive.

Striking as it is, the new building is inexpensive - especially when maintenance costs are considered. All of the face walls are of white porcelain brick. The back walls and partitions are of hollow concrete blocks. In the office and sales room the concrete blocks are finished with plaster, in the service room they are left unfinished.

Window and door frames are the only exterior parts of the building which will require maintenance and only the wood-work on the inside will need attention periodically. Three large show windows which are trimmed attractively permit the attractive display of the wide line of accessory items, which larger and more convenient quarters make it possible to offer the passing motorist. Inside walls have abundant shelving, placed strategically to combine inviting displays as well as convenient stock.

The service room is deep enough to park two cars, one ahead of the other-and wide enough for two. One corner, however, is taken up by working space for battery charging, tire service, and minor repair work. One of the three service bays has a new and modern hoist for lubrication service-a second is used for car washing and polishing-and the third for performing a variety of services such as installation of heaters, radios etc.

At night the whole corner is flooded with light provided by two mushroom type flood lights mounted 14 feet above the pump island, and a single flood lamp located at the extreme end of the drive just 12 feet from the building.

The modernization program has produced a super type outlet which conforms to the trend of the industry and appeals to the most discrimination motorist. A very valuable by-product of the change is the elimination of the serious fire hazards which characterized the old buildings.

Since the new station has been in operation the volume of new business has been most satisfactory. More transients (and local motorists too) have been attracted to the gas island. The calculating pumps have stretched many a "five gallon order" into an even-money - purchase. Lubrication service and motor oil sales have soared, and the volume of accessories and tires moving out has been increased substantially.

"Yes, and most of our casual customers come back again whenever they go through town." said the operator when he had told us of a short-cut that would save nearly fifty miles of driving.

"We will be looking for you again soon" - was his final salute as we got under way once more. He probably will see us too-the very first time we are in his neighborhood. His service was as thoroughly in time with the up-to-the-minute merchandising as the station which had attracted us-and of course-his rest rooms were spotless.

Helpful Links: eBay - Gas Pump Nozzles - Gas Pump Restoration - Antique Gas Pumps - Vintage Oil Cans - Antique Advertising Signs

Double Cola Collectibles - E85 Locations - Natural Gas CNG Stations - Galena Restaurants - Storage Containers

Amazon.com - Buy & Sell Tickets Online - Web Hosting - Domain Registration - Biodiesel Stations

Copyright 2006-2010 - NathansPetro.com