Western Sierra Lumber Company Opens San J ose Retail Store

Since H. E. Cralvford took over as General Manager of Western Sierra Lumber Co., 1615 South Seventh Street, San Jose, things have been popprng.

First of all, he had to contend with a location that generally was not well known and referred to as a dead-end street, even though it was only two blocks from San Jose State's Spartan Stadium. The business was confined to wholesale sales ancl distribution and did not lend itself to any degree of tralfic other than wholesaler's employees.

After a thorough analysis, Mr. Crawford decided to build a retail store on the property. From that point a new 6000 square foot building was built to house the new retail store, as well as taking care of sufficient space for every type of lumber, finished and unfin- ished, on proper display for the retail trade. The retail store was stocked with the finest tools and equipment for both professional and non-professional, plus varied other lines for tl-re home owner.

Then came Dromotional effort. An ad'i'ertising campaign was organized and substantial space was bought in the local newspapers. A two day home improvement show was put on with 15 manufacturers displaying. Prizes were given out to holders of lucky tickets distributed during the two day affair. Refreshments were served free and a fire engine was on hand to give the children a" ride around the six and onehalf acre grounds.

X4r. Crawford pointed out the main reason for the oromotion was to acquaint the publii on how easy Western Sierra was to reach from any point in the area, and that this was the place to come for any type of home improvement material, as well as any type of financing desired.

Brand names at moderate orices lrave brought more and more people to the yard every week. Easy loading facilities and the one stoD home irnDrovement have been instrumental to increasir.rg traffic as well.

Big Sonto Clqrq Borbeque ot Son Jose Country C:lub August IO

Santa Clara Valley Ho,o-Hoo Club 170 :iill again host Bay Area lumbermen to a big barbeque and game night on August 10, according to club 170 prery Knute Weidman. With the annual outing gathering considerable momentum, the officers and directors of club 170 shifted the location this year to the beautiful neu' San Jose Golf & Country Club. The added feature this vear, of course, will be a golf tournament preceding the barbeque and strenuous indoor exercise for which this annual ever.rt is well noted.