On Target

money to afford home-oriented leisure pursuits. There are a number of retirement homes being built, including one of the Rossmore Leisure World communities as well as deluxe mobile home parks.

Knowing the territory from their vast experience of doing business in Arizona for three generations, the O'Malley firm has wisely positioned their Mesa operation to service both these markets, contractor and consumer.

The contractor side of the business is helped immeasurably by trvo of general manager Don Hossack's senior contractor salesmen, Jim Homan and Jack Wheeler, who both sold more than $1 million of materials last year. The contractor sales department had total sales of more than $2 % million.

There is a separate entrance for the contractor business where the contractor salesmen have their own offices. Adjacent are other salesmen's offices and drafting and related set-ups to help service the contractor trade. There is also a contractor's entrance off the showroom.

The yard reflects scrupulous housekeeping; well marked aisles, neat stacking and all the many things that should be done in a well kept lumber yard are being done for safety and fire prevention.

The firm is all too aware of the threat of fire. This new facility, that had its grand opening last July, had been hit by fire earlier that year. As Don Hossack puts it, with feeling, "One of those in a lifetime is more than enough."

The retail side of the business covers some 24,000 sq. ft. plus another 10,000 sq. ft. devoted to the nursery part of the business. The entire operation sits on 7 acres, is completely paved and has parking for about 165 vehicles.

There are 68 full time employees and like the other O'Malley stores, they are open Mon., Wed. and Fri. 8a.m. - 6p.m.; Tues. and Thurs. 8a.m. - 9p.m.; Sat. 8a.m. - 6p.m.; Sun. 9a.m. - 3p.m.

Accurately judging their marketplace, the firm has stressed the sale of arts and crafts materials and has found them to be good sellers and profit makers. A large part of the buyers are the retirees and affiuent families in town that have taken to doing something creative like a good thing.

In staffer Les Yohe, they have someone who may well be unique in Western retail lumber and building materials operations: a resident artist. A talented man who paints professionally and who studied under famed Saturday Euening Post artist Norman Rockwell, Yohe is on hand to lend his considerable experience in guiding the fledgling amateur artist into whatever area of arts and/or crafts the customer may desire.

In addition to a good selection of paints, brushes and the usual in artists supplies, they have a sizeable 10 tier rack that is about seven feet long that holds nothing but how-to books for the beginning artsy-craftsy types.

The nursery, to which there is both outside access and through the showroom, is a handsome affair, with its partially rough stucco walls that are carried on inside from the exterior of the building. Redwood slats form the ceiling and sun protection.

An interesting feature of the department is an alcove where a number of water fountains and cacti are displayed at the front, backdropped by a large painting of a typical Arizona desert scene. A possession of the O'Malley family, it is framed in weathered, roughhewn wood that was made from ties from the first railroad in Arizona.

Reflecting their proximity to the Mexican border, a number of brightly painted traditional Mexican style pots, jugs and jars are displayed; the Spanish/Mexican influence in architecture and arts being very strong in that part of the Great Southwest.

Overall, the entire operation has a clean open look so exciting and inviting to shoppers, yet there is merchandise aplenty and the entire unit does a brisk business. The years of experience of Don Hossack, along with his store manager Dick Wood, can be seen in the operation, which is first rate in every sense of the term.

Story at a Glance

Year-old O'Malley unit in booming Phoenix suburb is deftly positioned in their market to best serve big contractor trade and a consumer traffic that is heavily into arts and crafts.

NOOK DISPLAYS are tastefully furnished (1) with mirrors, pictures, and wallpaper to backup sinks. (2) Good selection of louver shutters are prominently placed on the floor in this bin, which is painted a bright pastel color. (3) Store mgr. Dick Wood (left) and gen. mgr. Don Hossack. (4) Can you guess what the kids did when they saw the dummy urinal? That's right and that's why the sign is there. (5) Explanatory signing lronts groupings of wood turnings, spindles, railings, etc. (6) Wooden kegs marked down to move 'em out. (7) Customer service island is front and center in the consumer part of showroom. (8)

Art supplies and in-depth stock of picture lrames reflects avid interest in local market with arts and crafts. (9) Large book rack helps furnish lhe know-how with how-to publications. (10) Service counter in nursery area, complete with impulse items. (11) Mexican slyle pottery is a local specialty.

(Continued frorn page 16) ethics and it also allowed industry members to set prices with a maximum low to prevent the disastrous panic price-cutting that had been aggravating an already tough situation.

Various jurisdictions were established to administer the code and CRLA Ioaned Dee Essley to the NRA as the executive director for the area from Bakersfield, Ca., north to the Oregon border. Under him, he had 35 directors and 18 branch offices.

He made a number of trips to Washington, D.C., spending weeks and even a month at a time acting as liaison between government and industry. He also served on one of the seven executive committees that NRA used for control nationally.

Then the U.S. Supreme Court declared the National Recovery Act unconstitutional and almost as suddenly as it had begun, the controls were lifted from business, and Dee resigned his office.

It was 1935 and he decided the time had come to go into the wholesale lumber business for himself. In our issue of July 1, (we were the California Lumber Merchant then) a story noted his new firm and observed that he "has probably the largest acquaintance of any individual among the lumber dealers of California."

Situated in the old Petroleum Securities Bldg. in downtown L.A., headquarters for many lumber firms in those days, he represented the Elliot Bay Sales Co., a Seattle firm, for the next three years.

He was also appointed contract agent and representative for Vancouver Plywood and worked with them for 28 years, until they sold their plywood mills to their employees, who then ran them as a cooperative.

In 1936 his son, Jerry, joined the (Please turn to page 22)

PWP Promotes Gentry

Dave Gentry has been appointed exec. v.p. of Pacific Wood Products, according to Jack Davidson, president of p.w.p.

With p.w.p. for eight years, Gentry has served as manager of the Western and Dixie regions and, more recently, as v.p., marketing.

Can You Top This?

Forty times around the globe sounds like one of astronaut Neil Armstrong's records, but it was the amount of travel logged by Harold M. Frodsham, chairman of the board of South Bay Redwood Co., Orange, Ca., when the airlines recognized him as a passenger who had flown one million miles - 40 times around the earth.

But as that occasion was four years ago and he is still always off for someplace in a plane, he may well hit that second million soon.

He has been in 127 countries, including Shanghai and Peking, China: Timbuktu. Mali; all the European capitals except Tirana, Albania (the communists won't let Westerners enter); attended all four Rotary Clubs in Ethiopia; and is currently working on getting in to Ulan Bator, the capital of Outer Mongolia.

He prefers to fly Alitalia, the Italian airline. It serves all of Africa better than any other international carrier, he notes, and "is first rate in every respect."

Jet lag never bothers him and he eats the native food, drinks the water and is never bothered, except in Rome, his second home, where he maintains an apartment.

D, C. ESSLEY

At this time in his long and happy life, we of D. C. Essley & Son wish to take this opportunity to salute him for his many accomplishments and achievements in business, charity and community work, government service and for his years of devotion and contributions to the lumber industry. But most of all, we want to recognize him for the personal qualities that have made him the friend of so many in our industry. Happy Birthday, Dee, and many, many rlrore.

JERRY ESSLEY