12 



The Florists' Review 



,lii.^ 'm;, \ 



yc'llv, the dtlii 1^ riiliiill^ Intel'. Alul it 



;ils(j will UMi.-illy \n- Iniiihl tli;it mily nwi- 



(ir IWii lll'f ~-l|crcS-,,'s, wllilr till' I . t ! I I ' I ■< 



;iii' ritlicr ! ii'fii l\ i II'.; .■\cii iif .-iri' Ii.m-i'^. 



I l,-| \ i Ml: i| l^r(i\ iTci W h Ic li I - till- -|Mit 

 j..-|sv,.(l |,y till' IM11-.1 jiciiph' III' tlh r|;i^- 

 li 1\C'I V t i> lill \ iluW I I V. ! 1,.. \'. III! 1,1 lie 



l!(iri~-t i'r'^iiis t(i liiiiit ;i ^luii-. I'.ir ii^iit 

 liric it iiiiL;lit 111- --a i'l that I !iii i- a i !■ im 

 ideal lecati'iii^ ler a .'lewe'- ^t(,ie tlial 

 are \aeaiit. ll the ^lure '.\ a - \araiit it 

 pnilialiK wiPiiM imt l.e -.iiit.aMe litlnT 

 iiiv a llciwer stdii- 111 aiiv nthei Kiihl nl' 



Stdl'C, i>V it VNnllld have liiell --liap|ied Up 

 liet'dl e. 



Instead lit' L;iiiii;^ til :i leiitiiiL; aeeiit 



til ihi|Uile what the lent u! Mlrll a plare 

 is, tlle ^eeUel I'nr a sliiie liiratiiUI llllist 

 tiild ellt wiiat ale tlle ] m is-, i I i i I i t i es lit' 

 tllel'e lieilli; a NaralleV ill tlle 11 e i l; 1 1 1 1 1 i f 

 lliMid lie ha-- velert I'd : a II i i it 1 here is 

 eniiiM til lie a \arallrV. 1 1 1 1 \\ lllllrh relit 

 \\ \ II he I I'lj mil d til -IT II le the h a^e. 



High Rent Takes Profits. 



lie lit 1 - a II 1 1\ 1 I ll ead e \ I ieii--i' that 

 ;^iii's nil ill dull a^ in liii--y seasiuiv. 'I'lierr 

 is nil e-.ra|ie. liel|i ail I delivery laii he 



illrlea^ed iil derleased a^ the lill^illesv 



deiii.-i ihK. I lilt not sii tlle rent . 



What |ii ii|i(irt inn nf the uruss annual 



sale^ ^hiillhl lie i'\|iendei| t'nr lellt .' That 

 is a dil'tirull i|lli'-.t inll til ailswel', lie 



cause it \aiii's under dit't'erent f(ini|i 

 ticns. .\ lloiist i|niiie a efnss liiisiness 

 (if .-f 1 II, mill jicr year caniKit afTni'd to 

 jia\' nut so lar^e a [leiTent a^c nt' his 

 <;riiss a^ the line dnine- .■*; l(i(.i,li(H) per 

 ,\(.'ar. .\t the ^aiiie time, the .+ lii,n(iiia 

 year tlnrisi will haxe a lii;,fhcr jierceiit 

 Jifjc <if jnofit at the end of tlic ycai', al 

 thduyli not sn iniii ll in tlic jiyurcifat e. 



Hi^Ii-class ri'sidfUic scctinns jinix idr 

 tlic ideal idcatidns t'nr the llnrist wlio 

 lias lint siit'ticient i-apital to start a stni'e 

 ill the lill^ille^s distriet. where a llllli-h 

 jrrcatef inxestnieiit is reijiiired. lliit 

 there are many tliin'.^s tn lie cniividered 



ill si'|i>e1 i lie- ;i >ile ill a resiiielli-c ills 



trii't. miiie, even, than in iiiidiiie ;i suit- 

 aide ini-at iiill dnW lit nw n. 



In Residence Districts. 



'i"he i|!ie^tinns ;i tlnlist -Imuld tilld 

 the aii'-wei^ t(i are: 



Ale the lesidellls nt' this n e i;; h 1 in r 

 IlOiiil aide 111 liU\- tjiiW er- .' 



Are tlle residents lit' this lleiiililinr 

 llfMiil 111' a type that likes the ennd tlliues 

 df llt'e. nl ale theV' nl' the class lli;it 



lia^ niiiiie;, luit lielieves in hdardiiie it.' 



'i'heie is a line disliuctiiin lietweeii the 



latter t w 11 rlas.-e^, as tlnrists li.axc dis- 



inVeled. .M.'IIIX pl'llple W ll I I liaXe UllUley 



dii lint liip. sn niaiiv llnwers : i v iithers 



W 111! ha \ e le^--. 



1 1 a \ i IIUI select I'd the lie 1 e ll I hi I hiin, 1 

 wlleleili it i ■- lielii'\ed a tinwer Stnle 

 \v i II priisiM'l , the chdlce lit' a liM-at inn 

 which is niiist easily accessi I de tn these 

 peiipie i^ the lie\t cdlisideiat iiill. 



Lncatinll Uieails little ill nettillL; the 



t r.ade 111' tlinse wild hahitii.aily ride in 

 a lit diiidlii les. !Se\i'ral Idncks ninre nr 

 less make lid dil'lereiice tn the autd 

 dwiier. lldwe\er, distance dcies make 

 ;i din'ereiice t d t lie car filler. 



.\ man huys 'llnwers, imt when lu' is 

 eiiiii;; td luisiiiess ill tlle llldrniiie, Imt 

 when he leturns t'l'din husiness ill tlle 

 i'\('llil|e. lie Imards the c'lT dll dlle col- 

 lier and aliehts t'lnin it diaLioiially dp 



pdsite. The/latter is the split. \dt lUl 



the cdi'iier, necessarily, luit near eiiiiueh 



Sd tliat when he ^ets nlT the willddW 



display will he in the direct line id' his 

 \ isidii. His 1lidUL;lit-- are dt' lidine and it 

 is diil\- n.atiii'al that, as his eye rests 

 upon the Idddiiis in the wiiidiiw. he will 

 ilesiie to lia\'e tliein wiiether iir imt lie 

 liiiys at t hat pa rt icn la r t inie. 



Getting and Keeping Trade. 



This, dl' cdiiise, is what is called trail 

 sieiit trade, hut a ciistdiner has the tirst 

 time td enter aiiv stere. Whether he 

 cdiiies lia<d\ ile|ieiiils mi tlle serx'ice he 

 L;ets, the (piality id' the tlowers and the 

 nearness nt' the store In his lioilie. A 

 t'ew sto|is and s;it ist'y iiiL; piircdiases and 

 at no time will he think .'t' tlowers that 

 he dues lint think of the store near his 

 hdllie. 



lldwcver, there are other coiisidera- 

 tidiis than catching the lidiiieward- 

 liouiid limiseli(dder, liei-aiise there tire 

 iiiaii\' hours nt' the d.ay when he is unt 

 i II e\ idelice. 



There are peiijile \\}\ti <_^t) to a certain 

 street daily and rarely, it' ever, cross 

 it. Traftic from mie direct imi td that 

 -treet .'ilsd is many times id' a differ- 

 ent character than th.at frdiu the dtlier. 

 Stieet-- with car line- ot'teii .are the di 

 \ii|il|e lines lietvveeli lli'_;ll (dass aiid the 

 otliel' kind dt' iiei^hlidiliddds. 



The lii'st Incatimi. id' cnlirse, is where 

 the tlnri'-ts' shilp will stem the tide nl' 



the lietter class lit' jiedest rians, e\eii 

 thdueh it is nil the dpposite sid(> frdin 

 the s|Mit wlieie the liiisiiiess niaii ;^(d s 



(iff the ca r. This lua-- Keen pi 



the I'act tli.at .a tlnwer stere (ui 



side has heeii piaid ica 11 \' a I'ail , . '' 



■ 'I 111 



liy nidviii'.; .acriiss the street h i, 



t 11 riled illt d a Siicccss. 



Building a Business. 



New llldn hljiii hnnds, wlu'li' : ,. 



ineiit hniises and hniiies are rap ,_ 



inn jiiiilt and where t'amilies ]^^ 



(■diiiinn niiire nuinerdiis ea(di y, , |^ 



\ide Idc.atidiis where a lldi'ist ca ,,,j 

 up a siilist a lit ial luisiiiess that ■ i i,, 

 come lietter and Ixdter as th- , ;, , 

 |iass. ()ne sllccessl'ul llorist oj ,1 , 



st ore ill the Ilea rt dl' a hi^ li da 

 deiice distriid many years aL;i i| 

 liUsiliess pldspereil, luit gradiia 

 character nt' the district idiaiii, 

 ina.jdrity of his ciistdmers nne 

 more desiralde se(didns, Imt tie 

 t iniied td Imy id' the man w Im le 

 them I'or years. The advent nl' t' 

 truck n.ave him a means liy w 1, , e 

 (•oiihl lender the same service al .:;, 

 taiice dl' sever.al miles that he l;: 

 custdineis when they lived luit 

 lild(d<s aw ;iy. 1 le luiilt a siih-' 

 luisiiiess ill tiie neigh lidilidod an 

 that luisiiiess, despite the (diaiige 

 (diaracter (il' near ny residents. 



Theater and Hotel Buildings 



New theaters ;ind new liidcds ;, ;,, 

 ways attractions t'er llorists' : - 



The character (d' the patronage 

 jilaees draw makes them seem fav' u;. 

 locations for llower stores. Sonn ■ nn- 

 they are and sometimes tlityv are 



Too mil(di de]ieililellce should :> 

 placed (ill the t'act that people goi ^ !' 

 theaters and to dine at hotels, im - :i' 

 ter how high the cdass of these ]'^i'->- 

 are at the time pleasure seekiiii: ui' 

 thertd'ore lik(dy to Imy flowers, it ' 

 happens that they litive heeii JU" 

 df have prev ided theniscdves -with 

 els liel'ole leaving their homes. 



l!ut either one (d' these Idcatl" 

 niidd Jvldviding there are more .1 



t he hotel dining .and t heater i m 

 crowds t"roin vvliiidi to draw patrei '.:' 

 1 f 1 he lleie lilini'hnods ill wliitdi ' 

 |i|;ices are located are higli-(dass .'i 

 tlle store is sn sitll.ated that the :i 



liv residents |iass it in tludr 'old 

 d.ailv movements, there is everv i. -' 

 In l.elieve Ili;it the luisiiiess will 

 ^llcce^s. 



Si'lect iiie a Inc.at ion t'nr a i it ail 

 is the tirst iimv e in --tarting such a 



Mi 



These Two Locations are Only Three Blocks Apart, but There is Great Difference in Value from a Retailer's Viewpoint. 



