Deckmbkr 5, 1012. 



The Florists^ Review 



28 



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View in the Retail Store Recently Opened at Indianapolis by the Hill-Heller Co. 



many or as few courses as he may wish. 

 He should be given a certificate when 

 each course is finished in a manner sat- 

 isfactory to the instructor or to the 

 committee in charge. J would have 

 courses given in the culture of conserva- 

 tory plants, courses in greenhouse con- 

 struction and heating, courses in culture 

 of special crops like roses, orchids, 

 carnations an<l the like, and courses in 

 wholesaling, retailing, designing and 

 decorating. 



In order that the stiidents might 

 carry on their daily work while taking 

 these courses, I would suggest that 

 evening lecture work be given, perhaps 

 two hours on some evening of the week, 

 preferably Friday evening, and that 

 Saturday morning or afternoon be de- 

 voted to an observation trip to some, 

 important commercial range, retail or 

 wholesale establishment or private con- 

 servatory in the vicinity. Here the 

 points considered in the evening lec- 

 tures might be emphasized and made 

 clear by observationy There is no sec- 

 tion which offers better facilities for 

 such observation trips than in the im- 

 mediate vicinity of Boston. T would 

 not have all of the evening lectures 

 given by one man, but would have 

 specialists treat various topics. 



I am aware that the work as I have 

 outlined it would be something rad- 

 ically new and quite out of the ordi- 

 nary, but it seems to me the venture 

 is worth trying. In order to success- 

 fully carry out the courses there must 

 of course be the greatest enthusiasm 

 on the part of the instructors giving 

 the courses and the most cordial and 

 hearty cooperation by the club members 



and all connected in any way with the 

 work. The Massachusetts Agricultural 

 College stands reaily through its exten- 

 sion to organize and develop these 

 courses just as soon as this club gives 

 the assurance of its support and cooper- 

 ation. 



I believe it is up to the present gener- 

 ation of florists to exj)and and to get 

 out of narrow, conservative ruts, if 

 there be such, and to give the coming 

 generation such a preparation for their 

 life work that the business will take on 

 nev/ value and dignity. 



The gardeners and florists of today 

 are, as a class, broad-minded, progres- 

 sive men, but we who are bound u]) 

 heart and soul in the interests of the 

 industry want the next generation to 

 go far ahead of the present in every 

 phase of the work. 



A NEW INDIANAPOLIS STORE. 



The accompanying illustrations show 

 the Indianapolis store of the Hill-Heller 

 Co. At the time this company was 

 organized there was no suitable avail- 

 able store to be found in the business 

 section of Indianapolis and the com- 

 ])any was compelled to lease a vacant 

 lot and erect its own building. This 

 was done on short notice, and, thanks 

 to the architect, the company now ha« 

 what is certainly one of the most beau- 

 tiful and artistic flower stores in the 

 country — at least a great many of their 

 friends who have traveled extensively 

 have told them it has no superior. 



The store is only one story high, and 

 stands between two tall buildings, at 

 225 North Pennsylvania street, directly 



facing the Federal building. The ma- 

 terial used is stucco dressed with small, 

 sharp Bedford stone. The design can 

 best be seen from the photographs. A 

 most convenient arrangement in the de- 

 sign are the two front doors, one of 

 which enters the store room directly, 

 the other on the opposite side, opening 

 intQ a side hallway, which allows the 

 delivery of ice, packages and plants to 

 the rear of the store, which is found to 

 be a great convenience, while in no way 

 iletracting from the l)eauty of the front. 

 The store opened formally, for busi- 

 ness, the last week in October, with a 

 chrysanthemum show, at which time 

 these photographs were taken. The 

 members of the com))anv were both 

 surprised and delighted at the interest 

 shown, and at the great number of 

 people who visited the store. 



The Hill-Heller Co. is selling agent 

 for the South Park Floral Co., of New 

 Castle, Ind.; the E. G. Hill Co., and 

 P^'red H. Lemon & Co.. of Eichmond, 

 Ind. Heller's .American Beauty roses 

 are well known to the Indianapolis 

 flower buyers, and this year the quality 

 of th<' stock has been unusually good. 

 The E. C. Hill Co. and F. H.' Lemon 

 hav6 been exhibiting chrysanthemums, 

 carnations and new roses in Indianapo- 

 lis for fully thirty years and have a 

 great number of friends in the city, who 

 have given them a hearty welcome. 



Raymond Kester, formerly with tho 

 S. S. Pennock-Meehan Co., Philadelphia, 

 is the floral artist in charge, and we 

 are glad to know that Mr. Kester has 

 taken kindly to the middle west and 

 that his work is appreciated in 

 Indianapolis. 



