Redford's shared space with the Hall of President's Wax Museum in St. Elmo next to the Incline Railway. Click to enlarge.
The small variety store – a.k.a. “dime store” – was once a landmark of every city’s Main Street. Frank W. Woolworth was a pioneer of the retailing strategy of selling large volumes at affordable prices. Particularly during tough economic times, Woolworth attracted faithful customers by offering items for sale at only a dime or less. He created a nationwide chain of stores from a humble beginning in Lancaster City, Pennsylvania.
William A. Redford was a pioneer of the 5 cent to a $1.00 store in Chattanooga. He had been connected with the S. H. Kress stores for 20 years prior to opening his own store. Redford’s opened in 1935 in a 25-foot building at the corner of Main and Market Streets. Stores soon opened on Brainerd Road just east of the tunnels, and at 24 Frazier Avenue. The stores carried a wide variety of items, including sewing supplies, cookware, records, greeting cards, and plastic flowers. To motivate “Junior” to behave during a visit to the store, Mom might promise him one of the store’s bolo paddles, plastic army men, jigsaw puzzles, or coloring books. If “Junior” still didn’t straighten up, the bolo paddle could also be used for discipline when Mom got him home.
The chain of Redford’s stores grew, with locations throughout Chattanooga and the tri-state area. In 1964, Redford’s opened its largest store in the Hixson Shopping Center in the former Hodge Furniture location. The Bethel Bible Village store is currently located there. Advertisements for Redford’s grand opening proclaimed that free hand lotion would be given each day to the first 40 ladies entering the doors. Specials included chocolate peanuts for 44 cents a pound, and 2 pounds of orange slices for 29 cents. A king-size TV tray was priced at 88 cents. Metal hair rollers were $1.77, while plastic ones were 88 cents. A sport shirt could be purchased for $1.59.
Redford’s carried out an upgrading of many of its stores beginning in 1973. By then, the retailer had 33 stores. However, the discount retailer had witnessed increased competition and arrival of large, nationwide chains. In 1983, Redford’s filed for Chapter 11 bankruptcy, and was later purchased by Variety Wholesalers, Inc. of Raleigh, NC.
William A. Redford passed away in 1975. One wonders if the retailing concept which he used may one day return. It would be nice to have some neighborhood variety stores which don’t require a long drive and a lot of time just to find a few items.
HALL OF PRESIDENTS WAX MUSEUM
Redford’s was a part of the St. Elmo business district for many years. It was located in a building which was constructed in the early 1900’s, and was formerly occupied by the St. Elmo Bakery. With the Incline and Confederama nearby, it was a natural location for a tourist attraction. In 1964, Redford’s shared the building with a second tenant – the Hall of Presidents Wax Museum. With the name of the museum displayed in large gold letters, several gold stars, and a red/white/blue “Entrance” arrow, the museum attracted tourists. The signage could be described as “gaudy,” but this was during a time when other tourist attractions had equally gaudy advertisements.
A brochure invited tourists to come to see the “life-size, life-like statesmen of history, garbed in authentic costumes of the period in which they lived.” The museum also had one figure on display of a man, who as little-known fact of history was said to have served as President for a day or so. The Redford’s/Hall of Presidents Wax Museum building was torn down in 1984 to make way for the new lower station of the Incline. If you want to tour similar museums, the Parade of Presidents Wax Museum (Keystone, South Dakota) and the Hall of Presidents Wax Museum (Clermont, Florida) await you.
If you have memories of Redford’s and/or the Hall of Presidents Wax Museum, please send me an e-mail at jolleyh@signaldata.net. I’m interested in knowing who started the museum, and whatever happened to their collection.