Dixie Sales Becomes the Exclusive Goodyear Tire Dealer Serving Greensboro
On November 18, 1922, it was announced in an article in the Greensboro newspapers that Dixie Sales Company would be the exclusive Greensboro dealer for Goodyear automobile tires and tubes. Mr. F.W. McConky, Jr., southern district sales manager for the Goodyear Tire and Rubber Company, said that “in Goodyear’s opinion they (Dixie Sales) were the best tire dealers in the city of Greensboro.”
Frank E. Snyder Passes Away From Stomach Cancer in 1922
On December 2, 1922, Frank E. Snyder passed away in Greensboro from an illness at the age of 65. His son, Ellis took over management of the company. His obituary stated that he was “the son of John Bowers Snyder and Mary J. Burns Snyder of Wayne County, Ohio. On December 27, 1882, he was married to Mary Crane Keck of Wayne County, and to that union five children were born, three of which are surviving: Henry Emmett Snyder, currently living in Los Angeles, California; Ellis Bowers Snyder and Mrs. L.H. Starmer (Mabel Snyder), both of Greensboro. He leaves a brother, Edward Snyder of Wayne county (sic), Ohio, and a sister, Mrs. W.E. Gearheart, of Wooster, Ohio, and four grandchildren.”
Jack Starmer Relates History Of Dixie Sales In 1923 Newspaper Article
In March of 1923, the Greensboro Daily News asked Jack Starmer to relate the story of Dixie Sales Company to their readers. The article was DIXIE SALES COMPANY HAS MADE RAPID, STEADY GROWTH:
As one of the first and leading concerns in the state of its kind, the story of the Dixie Sales company (sic), 109 South Davie Street, as told the other day by Jack Starmer is interesting for many reasons. We give it here in his own words.
“More than ten years ago,” said Mr. Starmer, “Mr. F.E. Snyder and I decided to open a tire business somewhere in the south. After thoroughly investigation, we decided that Greensboro was ‘the place.’ Many things contributed to making it better in our opinion and we have certainly had no occasion to change our mind in any particular.
“We were the first and I believe the only tire repair shop in central Carolina at that time. We started upstairs in the old McGlamery-Sutton building in a room about twelve by twenty feet. We stayed there for two years and then moved to a place downstairs on West Market street (sic). In 1921 we moved to our present location, 109 South Davie street (sic), which has become well known to the motorists as ‘The Orange Front.’
“At the time we located here, there were less than five hundred automobiles in Guilford county (sic) and the first year we did less than a $4,050 business. Now Guilford county (sic) leads the state in the number of automobiles and our business has increased more than 2,000 percent.
“In 1920 we opened our electrical department under the direction of E.B. Snyder for serving the motorists more completely. In this department we sell Vesta Batteries and many of the world’s best known starting, lighting and ignition systems together with all parts and accessories. We give the motorist complete repair service on the entire electrical part of his car, and handle nothing but parts made by the original manufacturers. Our battery recharging and service is on all makes of batteries. This department of our business is today doing the biggest volume of any concern in this line of our part of the state.
“We started selling Goodyear tires and tubes soon after opening and today have the exclusive contract (one but few concerns have.) We sold the first cord tire ever sold in the city and repaired the first. We installed the first equipment for repairing Pneumatic Trust Tires, and were first to install complete modern equipment for testing and repairing all automotive electrical equipment. We have today one of the most fully equipped modern shops in the south for service on both the tire and electrical part of automobiles.
“When we began, Mr. Snyder and I were the whole works, and friends told us that there were three prominent people that we would do work for that could not be pleased, and not to be too discouraged about it. Today our payroll touches the dozen mark and those three prominent (men) that couldn’t be pleased are having their work done by us exclusively – and have been since we opened.
“The appreciation of our efforts to build a reputation of quality, service and fair dealings and our determination to ‘Protect Our Good Name,’ gained through such efforts by being ever on guard against a breach of that policy, is shown in the following illustration, which is one of many that I could relate. Mr. T. Hold Laird the other day said, ‘The first car I owned was a Ford the year you started in business. I bought my first tire from you and have continued to buy my tires, batteries, and have you do my repair work since.’ Mr. A. W. McAlister is another that told me practically the same thing.’
“Our slogan ‘Ask Your Neighbor,’ is justified by the fact that we have more regular customers and boosters than any concern of its kind in this part of the country. It is practically impossible for anyone not to be a neighbor to one of our customers.
“Our list of customers contains the names of the biggest concerns and the most prominent people in the city and most of them are our exclusive customers.
“It might be interesting to add that we turn down more tires and batteries brought to us for repair because they are not worth repairing than we repair. Our advice and examination is always gladly given any motorist without charge, either on his tires or the electrical part of his car.”
New Battery Charger Reduces Battery Charging To One Day And Eliminates Battery Renting
In the Sunday edition, April 29, 1923, of the Greensboro Daily News, a small article announced the installation of a new machine at Dixie Sales Company. DIXIE SALES COMPANY INSTALLS EQUIPMENT - “…Their newly installed constant potential charging outfit enables them to give their customers one-day service on recharging batteries. Formerly it has taken several days to render this same service and the motorist was out the expense of a rented battery. The advantages, as pointed out by E.B. Snyder, who is in charge of the electrical department of the company, are that it saves the motorist time, that it saves him money and that it gives him better service that is better for his battery…”
A New Location Built Expressly For Dixie Sales Company At 234 Library Place
In March of 1924, it was announced that J.E. Latham and Company would erect a 250-room eight or nine story hotel at the corner of South Davie and East Market Street at an approximate cost of $1,000,000. All the existing buildings on the site including the 109 South Davie street building occupied by Dixie Sales Company would be torn down as part of the new hotel construction. A summer beginning was planned for what would become the King Cotton Hotel.
By April 10, 1924, Dixie Sales Company announced a new building would be built expressly for them and would be available to move into by the middle of June. The newspaper article read as follows: “The Southern Real Estate company has started excavating for a building at the corner of the Commerce street and Library place to be used by the Dixie Sales company, which will move its present location on South Davie street as soon as the new structure is completed.
The building will cost approximately $15,000. It will have a front of 50 feet and a depth of 85, will be one story high, of brick, with a mezzanine floor. Special facilities will be installed for the use of the Dixie Sales Company, including both sky-lights and side windows. A gas tank will be placed in front to accommodate those desiring quick service.
Jack Starmer, of the Dixie Sales company, said yesterday that the new building will afford the company much badly needed room. It will be ready about the middle of June (1924). The location is in front of the Guilford Motor company’s home in one of the tobacco warehouses.
Library Place eventually became Commerce Place and retains that name today (2013).
AUGUST 7, 1924 GREENSBORO DAILY NEWS AD REFLECTS IMPORTANCE OF CUSTOMER FOCUS AND CUSTOMER SERVICE AT DIXIE SALES
BUILDING OUR OWN MONUMENT: In these days, every sort of business from the manufacturer of locomotives to the owner of a small barber shop, talk about service as though it were something to eat.
As we apprehend it, a great lot of flag-waving is done, in the name of service, about things which are merely the ordinary routine of business and which any buyer can reasonably expect to receive.
What might properly be indicated by the word service would consist mostly of a desire and honest effort to be helpful, and a willingness to use all acquired knowledge, skill, facilities for the benefit of the customer.
While we do not claim to give a perfect service, we do make any honest effort in that direction to the best of our ability.
In the building of our new home on Library Place we feel we have made the greatest, single stride forward in the whole ten years of our existence. With pardonable pride, we hope, we point to this as a permanent monument to better service from the Dixie Sales Company. “Ask Your Neighbor”
DIXIE SALES CO. IN BIG MODERN BUILDING HERE 1924
After moving into their new building at 234 Library Place, there was an August 17, 1924 Greensboro Daily News article that further described the building inside and out:
…The building is two stories in height although there is but one floor. It is of steel, brick and concrete construction and make possible ‘day light’ for work over a long period of hours. There are 26 windows each four by four that may be used for both light and ventilation in addition to six large sky-lights and the large front windows…
The new home is ideally arranged. In fact Jack Starmer and Ellis B. Snyder, the proprietors had it planned specifically for their business. To the right when one enters from Library place is the office and a stock-room, while additional stock is carried above the office on a sort of second or mezzanine floor. Back of this is the electrical repair department and still further back is the steam plant used in vulcanizing. On the opposite or north side of the building is the storage battery and vulcanizing equipment. In front there has been installed a gas station…
The proprietors of the company are tickled pink over their new plant and traveling men who called on them the latter part of the week while they were moving declared it to be the most modern establishment of the kind they had visited in the south.
The company remained at this location (234 Library place (sic), soon to be Commerce Place) until 1939.
THE GREAT DEPRESSION
From approximately 1929 until the beginnings of the American entry into World War II, the American economy hit rock-bottom with the stock market failing in 1929 and banks soon following. The Snyder’s were living at 2516 Spring Garden Street at the corner of Spring Garden and Longview Street. Jack and Mabel with son’s Charles and Ernest were living at 909 Longview Street, just behind the Snyder’s house.
Around 1929 or 1930, there was a meeting at 2516 Spring Garden Street house where the widow of Frank Snyder, Mary was living. The family met with a banker named Frank Boyles. The decision was made to put all cash assets into Frank Boyles' bank. Very soon that very bank failed and the family’s money was gone. Times were very hard, business was very slow and customers weren’t paying their bills, and it was a real struggle for the Starmer’s to hang on to their house at 909 Longview Street and likewise for the Snyder’s to keep their house at 2516 Spring Garden Street.
Mabel Starmer, wife of Jack and mother of Charles and Ernest, became sick, and passed away on May 20, 1934. Now the Starmer’s were facing life without a wife and a mother. Charles was 17 and Ernest was 14 years old when their mother passed away. Jack had borrowed money from the company to pay doctor’s bills and maintain their home. Ellis would not let Jack pay back any of the money he owed nor would he let Dixie Sales assume part of Mabel’s expenses. Ellis insisted that Jack turn in part of his Dixie Sales stock to offset what he had borrowed. That portion of his stock went to Emmett Snyder, giving him his first ownership in Dixie Sales.
In the mid 1930’s, the bank wanted to repossess Mary Snyder’s house at 2516 Spring Garden Street in payment for a $19,500 note. Luckily, The Homeowner’s Loan Corporation accepted personal bonds in lieu of cash and the house was saved.
The nation was in a downhill spiral during the 1930’s and Dixie Sales was certainly not immune to hard times. The nation was not spending money. Lack of working capital and very little cash flow were very real issues for small companies like Dixie Sales. By 1935 bankruptcy was a real possibility. There was a working capital shortage of $3,000 and $3,000 worth of debt.
But with a drastic cut in salaries and the dismissal of some employees, profits began to trickle in. Accounts receivable were still behind. In July 1937, only 45% of accounts receivable was current. Over 25% were over 90 days past due.
There was one friend of Dixie Sales, A.W. Pfeiffer, manager of the United Motors Service accounting department. He received bi-monthly statements from Dixie Sales and responded freely with continual advice and suggestions for getting control of Dixie Sales’ financial situation and rebuilding its financial strength.
The Dixie Sales Company Has Been In Business In Greensboro For 19 Years
In the September 24, 1933 issue of the Greensboro Daily News was the following news article titled THE DIXIE SALES COMPANY HAS BEEN IN BUSINESS IN GREENSBORO FOR 19 YEARS: Prominent among the old timers in the automotive service field in Greensboro is the Dixie Sales company, 216 Commerce place (sic). The company was organized in 1914 by F.E. Snyder and L.H. (Jack) Starmer. When Mr. Snyder died some 10 years ago his share of the management of the firm was passed on to his son, Ellis B. Snyder. With this one change, the management is the same today that it was 19 years ago.
Also noteworthy is the fact that while many new services have been added, the firm still offers the motoring public all of the services originally planned in the scheme of the organization: namely, vulcanizing, battery service and automotive electrical service.
As the years rolled by and more and more improvements were made on automobiles, more specialized services were required. Gradually the services offered by Dixie Sales grew until now the firm gives almost every service except major mechanical repairing and oil and gasoline. The wholesale distribution of automobile parts and accessories is now an important branch of the business.
Of particular interest is the service of motor analyzing. By means of an intricate-looking machine know as the Weidenhoff motor analyzer, the operator can detect with uncanny accuracy the causes of loss of pep, power, faulty starting, faulty firing, generator trouble and a score of more other common faults, according to Mr. Starmer. The analyzer shows on an instrument panel a number of dials and gauges. While the motor of the car is in operation, mysterious wires are attached here and there. On the instrument panel lights begin to flash. Fingers on the face of dials begin to swing or dance. Gauges show pressure within the firing chamber of the cylinder – or what not.
“To the experienced operator all these things show the true condition of the motor and the entire electrical part of the engine”, Mr. Starmer said. Once the trouble that causes unsatisfactory and expensive car operation is located it is an easy matter to correct the fault. Some of the other services added during recent years are shock absorber service, speedometer repairing, the installation and service of car heaters and radios, oil filter service and key-making service.
“It is pleasant to think back on the good old days,” Mr. Starmer declared. “During our 19 years, we have seen both good times and times that were not so good – like the last few years,” he added with a grin. “But our customers have been loyal to us and we have always tried to give them good service. Right now, with general business conditions so much improved, we have every reason to believe that we are at the beginning of a very satisfactory business season.” September 24, 1933
A New Larger Commerce Place Location Comes In 1940
In early 1940, Dixie Sales moved across Sternberger Place from 234 Commerce Place to 238 Commerce Place. Dixie Sales Company was located on Commerce Place from 1924 until 1951, nearly 28 years.
238 Commerce Place 1940 - 1951
At the 238 Commerce Place location (formally Library Place,) from 1939 until 1951, Dixie Sales sold such merchandise as headlights, horns, tires, Briggs and Stratton locks and keys, and Briggs and Stratton air-cooled engine parts for engines used on washing machines. They offered automotive service and radio installation and repair.
As the United States became involved in the Second World War in the early 1940’s, Ernest Starmer enlisted in the Army. Ernest Starmer had joined Dixie Sales in 1937 when he was 17 years old, working on the parts counter. He later became an outside sales person until 1963, when he became General Manager.
1940 – Celebrating 26 Years in Business
A 1940 Greensboro Daily News article talks about 26 years of growth for Dixie Sales Company: DIXIE SALES IS OLD LOCAL FIRM – ORGANIZATION SHOWS RECORD FOR GROWTH – The Dixie Sales Company, 234 Commerce Place, is an organization that has grown and progressed with the city of Greensboro for the past 26 years. Established in 1914 by F.E. Snyder and L.H. Starmer as an automobile tire sales and repair company, the firm has taken on additional lines as it expanded due to increased business.
In 1920 batteries and electrical equipment were added and today the company, occupying large new quarters, specializes in repair work on all types of automobiles, and is distributor for a number of nationally known makes of automobile equipment and parts.
The business got its start in small quarters on East Washington Street. Soon it was necessary to seek more space in the 100 block of West Market Street. Expansion then carried the company to the corner of Church and North Elm Streets. Further growth of the business sent the firm to 224 Commerce Place and this year they went into their new home at 238 Commerce Place.
The company also sells Philco automobile radios and Delco home and auto radios and a modern repair shop for all makes of radios is maintained by a competent staff of workers.
The company sells and services the Zenith carburetor, Packard automotive cable, A.C. Sparkplugs and United Motor Service products which include A.C. Fuel pumps, gauges, and speedometers; Delco batteries, hydraulic brakes, shock absorbers and Delco –Remy starting and lighting equipment; Inlite brake lining and clutch facings; Hyatt roller bearings; Klaxon Horns; Harrison heaters and radiators and New Departure ball bearings.
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