Hoosier State Chronicles is getting ready to upload a large run of issues of the Indianapolis Journal from the mid-1890s. Dominating the front page of Sunday editions in those days are massive, elephantine ads for one of the most colorful clothing stores ever to exist anywhere in the U.S. This was downtown Indy’s great shopping emporium, The When.
In the days before parking garages and flight to the suburbs plunged downtowns into decline, urban cores all over America were a fascinating architectural wonderland. Panoramic images of Indianapolis 120 years ago often leave me wondering if I live in the same town, so devastating has been the toll of the wrecking ball, the termite, and (yes) bad urban planning. Before the auto, pedestrians walked or were funneled down to the business district on trolleys or carriages from neighborhoods not very far out. And amid the amazing visual spectacle that met shoppers’ eyes at the turn of the century, there stands the ingenuity, humor, and incredible marketing smarts of John Tomlinson Brush.
Born in upstate New York in 1845 and orphaned at age four, Brush was raised by his grandfather, went to business college, then served in the 1st New York Artillery during the Civil War. Moving from Troy to Indianapolis in 1875 at age thirty, he purchased a brand new, Napoleon the Third-style building at 36 N. Pennsylvania St. and planned to open a branch store of a New York City clothing wholesaler there.
Brush kept changing the opening date. Probably as a tease to drum up interest, in February 1875 he hung a huge sign outside the store with the simple word (more an exclamation than a question) “WHEN?” Advertisements in the local newspapers also carried just that one-word tease. The name stuck, and the lavishly decorated clothing outlet became an instant consumer hit, soon ranked as the biggest of its kind in Indiana.
John T. Brush (some thought his name was John “Tooth” Brush) was gifted with an ample sense of humor and, I hear, was also a clever cartoonist, though I haven’t seen any of his illustrations. His knack for marketing was far-reaching. Not only did he see The When “elegantly appointed” with iron balustrades, gas lighting, and a courtyard, he also outfitted it with an array of unusual attractions meant to lure shoppers. The When had a baseball team, called The When Store team, and a resident brass band, The When Band. Brush’s musicians played in a second-floor band shell and gave Saturday evening concerts outside on the street and even up on the roof. As we’ll see below, other colorful attractions also greeted shoppers.
Brush got rich quick in Indianapolis, but unlike many capitalists with Eastern roots, he stuck around for good. And in the 1880s, The When’s owner became a prominent pioneer of baseball both in the Hoosier State and around the country.
Originally conceived to drum up business for the store, the Indianapolis Hoosiers were a short-lived local baseball team bankrolled by the clothing merchant. In 1882, he financed the creation of a ball park, Seventh Street Park, also called Tinker Park, at a site now occupied by Methodist Hospital. The Hoosiers played in the National League from about 1885 to 1889, when they folded. Brush later bought the St. Louis Maroons, the Cincinnati Reds, and eventually the great New York Giants, which he owned from 1902 until his death in 1912.
Baseball historian Bill Lamb writes:
Local legend has it that Brush first became enthusiastic about the game after reading a Spalding Guide confiscated from an idle store clerk. Or that Brush’s interest stemmed from acceptance of stock in an Indianapolis ball club as payment for a debt. The facts are more prosaic. Brush was first exposed to baseball while working at company stores in upstate New York, a hotbed of the early game. Later he seized upon baseball as a vehicle for advertising The When Store. In 1882 Brush organized a municipal baseball league, building a diamond with a grandstand in northwestern Indianapolis for league games and engaging Jack Kerins as player-manager of the When Store team.
As a kind of New Year’s gift to his loyal shoppers in 1895, Brush helped bring a clever attraction to downtown Indy: a pair of leopard cubs. The adorable creatures, named Carl and Amanda, were loaned from the great Hagenbeck-Wallace Circus, which wintered in its home base of Peru, Indiana. The cubs spent about a week as a window attraction at Brush’s store while the circus performed at English’s Opera House nearby.
On January 9, the baby leopards got a letter from a bear — and from their mother down the street. (Mrs. Puss Leopard was quite the gossiper.) The feline correspondence was featured on the front page, in The When’s usual space:
John Brush lived to see the New York Giants play in three World Series and was married to stage actress Elsie Lombard. Suffering from a nerve ailment after 1902, he died in his private railroad car near Louisiana, Missouri, in 1912. He came home to a lavish funeral in Indianapolis, attended by many of the greats of the baseball world.
The When Building, which also housed Indianapolis Business College, was sold off to C.S. Ober in the 1940s and came to be known as the Ober Building. Like much of the city’s former architectural splendor, it was demolished by a wrecking ball and is now the site of a parking garage.
Though the When is “Gone With the When,” it’s worthy of our deepest praise. Here are some of my favorite advertisements from Way Back When.
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