George Henry Daniels, The Advertising “Prophet” of the New York Central

These days, it seems like social media “experts” are a dime a dozen. Tasked with promoting a service or a brand in the “social” world where sites like Facebook and Twitter reign, the social media guru uses a varied bag of tricks to get people to look their way. Though the medium has certainly changed, and the communication is now instantaneous, creative promoters are hardly a new invention. And although the term “going viral” was only recently coined, one could argue that promoters of yesterday experienced a similar phenomenon. Today’s post is about a talented man who was employed by the New York Central at the turn of the 20th century. Described by fellow advertisers as the railroad’s “prophet,” George H. Daniels was endlessly creative in attracting attention to one of the world’s greatest railroads. He was a writer, editor, travel agent, promoter, negotiator, and showman all wrapped into one package, but he went by the title of General Passenger Agent.

Much of Daniels’ promoting came down to a persistent tagline – “Send a stamp to George H. Daniels.” Any soul that would send off a letter to the man in Grand Central, and enclosing a two-cent stamp – of any country, in fact – would be returned travel-related literature pertaining to their specific interests. Perhaps a businessman would get a map of global trade lines, undoubtedly featuring the fine rails of the New York Central and its connections stretching across the United States. A science-minded fellow would find descriptions and diagrams of mighty steam locomotives in use by the railroad, or the newest technology found in use on the road. And a sportsman might find a guide to fishing in upstate New York, complete with photos of the varied fish found within each body of water. Daniels and his team created a litany of brochures for just about any interest, railroad or not. For the more philosophical, there was the reprint of Elbert Hubbard’s “A Message to Garcia” – of no relation to the railroad, yet complete with a map of the line as a reference point. Certainly one of his most prolific publications, it can only be argued that after being printed by the railroad the story went “viral” – and Daniels promised to print as many copies of it as were desired, even if it took a century to do so. The story was subsequently made into two different motion pictures, sold over 40 million copies, and was translated into 37 languages, largely due to Daniels’ influence.


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Around the Country in Railroad Art

As the weather starts to warm up, perhaps you’ve been thinking about vacation. There are plenty of cool spots that one can visit, all by train. As we’ve certainly covered on the blog before, America’s railroads had in their employ both painters and illustrators to create works to entice travelers. Leslie Ragan is certainly one of my favorites – he worked for the New York Central as well as the Budd Company – and about this time last year we were posting some of his spring-like imagery.

This time I thought it would be fun to take a tour of the country through railroad art. There are countless examples of awesome posters and ads, but these are some of my favorites. Perhaps it will even give you some ideas on places to travel this year.

Maybe a nice shorter trip will be in order? Cape Cod, New England, Atlantic City and even Washington DC are all possibilities. Artist Sascha Maurer designed for both the New Haven and the Pennsylvania Railroads. The New England and the Atlantic City art below was designed by Maurer. Ben Nason also designed an array of posters for the New Haven Railroad, including the Cape Cod poster below.


Maybe you’d like to travel to a different city, a litter further away? Maybe you should visit Cincinnati!

Despite the fact that I’m not a big fan of the Pennsy, you it is impossible to not love this poster by Mitchell Markovitz.

Chicago is always a lovely place to visit!

Did I say tour the country? I lied. Maybe a visit to Canada is in order?

Now who doesn’t love a nice trip to America’s National Parks, the Pacific Northwest, or even California? Maurice Logan, William and Kenneth Willmarth designed some of these lovely views of the western United States.

Maybe a nice jaunt to the southwest? Artists Don Perceval and Oscar Bryn created these lovely posters for the Santa Fe.

Are mountains more your thing? Austrian artist Gustav Krollmann worked on these lovely designs…

Oh forget it, let’s just go everywhere! The awesome Amtrak posters designed by illustrator David Klein in 1973 make me want to see the entire country. Klein has a large body of work that is travel-themed, stretched over his entire career. His most known works were for Trans World Airlines, but he also produced work for Holland America Cruises and travel website Orbitz. Klein’s undeniably gorgeous work made railroads once again appear glamorous, just as they were in yesteryear.


Now that we’ve traveled around the country through railroad art, are you planning to take a vacation to some interesting locale? Are you going to go by train? Let us know in the comments!

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Happy Independence Day from I Ride the Harlem Line!

Our previous post featured some of the menus from the New York Central’s most famous train, the 20th Century Limited… but I left one out, as I felt it was appropriate for today. Printed in 1943, World War Two raged on, and much of the country’s resources were devoted to the war effort. Not only did the railroads move troops and materiel, they heavily advertised war bonds on timetables, menus, and even on a giant “billboard” in Grand Central. This particular 20th Century Limited menu featured a large American flag (the 48 star variety, of course) on the back with a little story about what our flag represents. It felt perfect for today! Happy Independence Day from I Ride The Harlem Line!

Wartime Menu

Wartime Menu

Wartime Menu

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A new local timetable – Mount Vernon, 1906

A few weeks ago, I posted about local timetables on the Harlem Line, and focused on some of the “unofficial” timetables that were also printed by neighborhood businesses. Today I’m posting a short addendum to that, as I’ve recently acquired another little timecard. Printed by the Mount Vernon Trust Company, the timecard features fire alarm signals for the city on the front and back, and train schedules on the inside. Schedules for the New York, New Haven, and Hartford station (today’s Mount Vernon East) are on the left side, and the Harlem Railroad’s station (today’s Mount Vernon West) on the right.

Local Timetable

Similar to many companies featured on local timetables, the Mount Vernon Trust Company no longer exists today, at least in name. Arguably, one could say that it does still exist today, after a long string of mergers over the years. In 1952 the Mount Vernon Trust Company was merged into the County Trust Company, which itself was later merged with into the State Bank of New York. That entity was merged into the Irving Trust Company, which then became the Bank of New York in 1989. In 2007 that bank merged with the Mellon Financial Corporation, becoming BNY Mellon. Don’t you just love banks?

I still think that these little timecards were really an ingenious idea for businesses back in the day, and this one really exemplifies the concept. The previously posted Pawling timecard featured so many ads that it was almost unwieldy. But this card, just a few inches long, was perfect to always carry around. Not only did you have easy access to the train times for both railroads running through town, you certainly wouldn’t forget that the bank was open from 8 AM to 4 PM.

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Local Timetables on the Harlem – 1890 to today

Every time I go to grab a snack at home, I find myself staring at an advertisement. And I’m not talking about the packaging of the food itself – my roommate has hung a calendar from our local pharmacy on the inside of the cabinet. You probably have one of these somewhere in your home – whether it be from the local Chinese restaurant, hardware store, bank, or doctor’s office. Businesses ingratiating themselves among their customers by providing them with a useful item (with a little advertisement for themselves, of course) is hardly a new concept – in fact it has been in practice for well over a hundred years. While today fridge magnets and calendars are commonplace, historically it wasn’t unheard of for a business to print useful cards with train schedules. What better way to remain at the forefront of your customers’ mind than to have your ad on a card they carry around everywhere?

Unofficial timecards are fairly easy to pick out – they bear no official railroad logo or marking – and generally have a whole lot of ads. They also use the railroad’s original name – the New York and Harlem – which was a name everybody knew, as opposed to calling it the Harlem Division, as the railroad did by this time.

Train timecard from Pawling Train timecard from Pawling
Train timecard from Pawling, 1892. A bifold card, the outside features advertisements for numerous businesses. In featuring only weekday trains, the card is tailored to the businessman that would likely patronize the featured establishments. For those looking for Sunday trains, the card advises to consult an official timetable “of the road.”

Another Harlem timecard
Timecard from 1890, featuring selected stops along the Harlem, all the way up to Chatham. Also a bifold, this card is likely more successful than the unwieldy one above, as it would easily fit into your pocket.

Although I wouldn’t classify it as an advertisement like above, the Woodlawn Cemetery also printed their own small time cards. You’ll note a great comparison below – an official railroad-printed Woodlawn time card, along with one printed by the cemetery itself. Besides the address and phone numbers of the cemetery, the card also contains an edited list of train times – corresponding with the cemetery’s hours – of course!

Timecards from Woodlawn
Timecards from Woodlawn. The 1891 card at left is official and printed by the railroad. The 1892 card at right was printed by the Woodlawn Cemetery.

Eventually, local timetables did become standardized – printed by the railroad, but still containing advertisements. Below is a nice collection of some local timetables throughout the years. Make sure you note an important portion of the design – the top of every New York Central local timetable is labeled as “official.” By the time the Penn Central came into being, this disclaimer was dropped. Also in the mix is a more current version of Metro-North’s local timetable. The new design still contains advertisements, but they’ve been relegated to the inside.

The current local timetable style

The current local timetable style

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The Paintings of Leslie Ragan – Advertisements for the Budd Company, Part 2

Another Leslie Ragan painting that gets you in the mood for Spring.

Last week I shared with you a collection of advertisements for the Budd Company, all featuring paintings by artist Leslie Ragan. When I said he created a significant number of paintings for the ads, I wasn’t kidding. In fact there are so many different ads featuring lovely paintings, I think I’ll have to split this into yet another post! Enjoy another round of lovely art!


Budd didn’t only make railcars – here are a few ads by Budd for things other than trains.



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The Paintings of Leslie Ragan – Advertisements for the Budd Company, Part 1

Well it might not be very Spring-like outside right now, but at least this week we did have a few days with some enjoyable temperatures. I’m not sure about all of you, but I’m certainly ready for the cold weather to be done. I always joke that my camera hibernates for the winter, which isn’t quite true, but I would much rather be taking photos of trains in some nicer weather (And yes, I suppose it is somewhat ironic that despite all that I took my recent vacation to Alaska). The good thing is that hunting for railroad ephemera is a hobby that doesn’t really require nice weather. While wandering around I happened to come across a cache of lovely artwork by famed railroad artist Leslie Ragan.

Now if you’re familiar with the blog, you may remember that I’ve already profiled Ragan, and have already gone on record with how much I love his paintings. Ragan did quite a bit of work for the New York Central, and some of it was featured on system timetables during World War II and the ensuing years. Of course Ragan didn’t work solely for the Central – he created works for a wide variety of companies and organizations – including the Seaboard Railway, the United Nations, and even the Woman’s Home Companion. But perhaps Ragan’s largest body of work were the paintings he did for the Budd Company, and used for many of their ads in the 1950’s. And it was one of those ads that seemed decidedly Spring-like, and inspired this post.

This beautiful painting by Leslie Ragan, which seems to set the mood for a long-awaited Spring, appeared in an advertisement for the Budd Company.

If you enjoy Ragan’s artwork as much as I do, this post will be a real treat, as we have quite a collection of Budd ads. So many that there will have to be a part 2 at some point in the future!


Budd did not only make trains – this advertisement was for car bodies, but I absolutely adore the artwork of the Golden Gate Bridge.

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Happy Valentine’s Day from the New York Central Railroad!

Valentine's Day card
If you’re into relatively inane holidays, have I got a card for you! This 1951 advertisement for the New York Central was just dying to be made into a card for Valentine’s Day.

Obviously, the above is photoshopped, but for veracity’s sake, below you’ll find the original advertisement – which is not at all for Valentine’s Day. The main concept it depicts is traveling in between the “heart” of cities, as the railroad does. With the mention of no “stormy skies” the ad seems to reference commercial air travel – to which the railroads were steadily losing passengers. While most railroad stations are more towards the center of the city (especially the case with Grand Central in New York), many airports are far outside it. Unfortunately, most people would rather take a short flight than a long train ride, even if they had a nice amenities, accommodations, and food on a train.

The original advertisement

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A Hundred Years of the Oyster Bar, Grand Central Terminal Restaurant

As a Beaux Arts styled building, it is apparent that Grand Central Terminal was heavily influenced by the French. The style itself was taught at the École des Beaux-Arts in Paris, and many of the most famous American architects in the late 1800’s and early 1900’s studied there – including Whitney Warren, who worked on Grand Central. But beyond the building itself, Warren selected three French artists to create works for the Terminal. Probably the most known, Jules Coutan designed the sculptural group on the front facade of Grand Central. Painter Paul Helleu was selected by Warren to design the starry zodiac that fills the ceiling of the main concourse. The often forgotten, and likely least known of the three, was sculptor Sylvain Salieres. Salieres created many of the decorations inside the Terminal, including all those acorns – the Vanderbilt family crest.

Acorns appear on the logo and menus of the Grand Central Terminal restaurant.

The acorns, however, were not restricted only to decorations within Grand Central – they also became part of the identity of one of the more famous tenants in the Terminal. We may know it today as the Oyster Bar, but when it first opened in 1913 it had just the bland name “Grand Central Terminal Restaurant.” The restaurant did, of course, have an Oyster Bar, and was definitely known for its oyster stew – but it served a wide variety of non-seafood delicacies (many did refer to the restaurant as simply the “Oyster Bar,” though). The French influence on the Terminal continued through some of the food – things like Bass Meunière and Capon Venitienne were on the restaurant’s first dinner menu.

Sugar packet and matchbooks from the original Grand Central Terminal Restaurant and Oyster Bar.

Grand Central’s centennial celebration will be held this Friday, a little bit early – probably since it would be easier for the MTA to celebrate it on a weekday. I suppose the MTA isn’t too far off, though. While Grand Central only opened to the public on the 2nd of February, a special gathering was held on the evening of February 1st. Architect Whitney Warren, and around a hundred of his friends, got a special tour of the new Terminal, including the very first dinner service at the Grand Central Terminal Restaurant at 8 PM. And what did they dine upon? Bass, mutton and squab were all main dishes on the menu that night.

The menu for the first dinner at the Grand Central Terminal restaurant. Note that this is a recreation – a text only menu was published, and I placed it into the design of an actual 1917 restaurant menu.

The Railroad Reporter and Traveler’s News published an interesting look at what happened on that evening in the Terminal. Not only did it include the first menu served at the restaurant, it described other little tidbits – like the fact that a band was on the east balcony at opening, and the first song they played was the Star Spangled Banner. An opening ceremony of sorts was held right next to the information booth clock, where the keys to the Terminal were presented to the new manager, Miles Bronson. The second dinner at the restaurant, although quite late, was held shortly after for the employees of the John Peirce Company, who did construction work on Grand Central.

The February 22, 1941 edition of The New Yorker featured the GCT restaurant on the cover.

I’ve collected a bunch of artifacts from the Grand Central Terminal Restaurant, and the Oyster Bar’s 100 year history, all of which provide an interesting look into the Terminal’s longest operating and most established tenant. I must give tremendous thanks to the New York Public Library’s “What’s on the Menu?” project, as many of the menus featured here are from their collection.

Front covers of restaurant menus: 1955, 1917, and 1959.

Carte du jour menu, or daily specials. From 1917 and 1959.

A La Carte menu from 1917.

Breakfast, Lunch, and Dinner menus from 1917.

Postcard from the Grand Central Terminal Restaurant and Oyster Bar

Every winter in the 1950’s seemed to bring out this fluff piece about Oyster Stew in various newspapers. After the closing of the Oyster Bar in 1974, head cook Nick Petter allowed the NYTimes to publish the recipe for Oyster Pan Roast.

The Oyster Bar, as we are familiar with it, came into being in 1974. The original restaurant had been owned and operated by the Union News Company, and they were looking into closing several of their restaurants around the country. Some said that the restaurant had not been profitable for quite a while, but it stayed open for nostalgia. On July 31st, 1974 at 4pm, the Grand Central Terminal Restaurant, including their oyster bar, was officially closed, with little notice.

photos photo2
Historical photos from the Oyster Bar. The lower image appeared in the New York Times, and shows chef Tom Sato in 1974, shortly before the restaurant closed.

The MTA had already been looking around for another person to take the helm at the restaurant, and restauranteur Jerome Brody accepted the challenge. Several former employees returned to the new restaurant when it reopened several months later. (According to the Oyster Bar’s history, the restaurant had been shuttered for two years. This contradicts the NYTimes account that says the original restaurant closed in July, and reopened in November). The new restaurant was officially called the “Oyster Bar,” and served a seafood-focused menu.

Some of the Oyster Bar’s quirky advertising. The ads are certainly interesting and unique, and I love the stylized illustrations of Grand Central that appear in several.

The restaurant was shuttered briefly one other time in its long history, in June 1997 due to fire. A blaze started after a refrigerator short-circuited around 2:30 in the morning. The inferno destroyed kitchen equipment and furnishings, and many of the Gustavino tiles on the ceiling. Although the Terminal was evacuated, most people had already left Grand Central by that time. By mid-July the Oyster Bar had reopened, or at least one part of it. The full restaurant reopened several weeks later. Eagle-eyed patrons may notice subtle color differences in the Gustavino tiles, the tiles replaced after the fire have a slightly different color.

The above ads fit well with the also quirky multicolored Oyster logo. Menus at the restaurant today look similar to this.

Besides running into those two short-term snags, the restaurant / Oyster Bar has been in operation all one hundred years the Terminal has been around. Many tenants have come and gone, like the theater and the barbershops and haberdashery. Countless new shops have populated the Terminal since its restoration, including the Apple Store. But none are really a New York institution like the Oyster Bar, the home of “New York’s Greatest Dish.” You may no longer be paying 35 cents for a dozen oysters, but you can still grab a good meal before catching a train or subway. So happy 100th not only to Grand Central, but to the Oyster Bar as well!

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James P. Carey, Grand Central’s Entrepreneur Extraordinaire

When Grand Central Terminal opened, some of its most touted amenities included the special waiting rooms for men and women located right next to the general waiting room. Included within were a barbershop, dressing rooms, and a manicure parlor, and all were operated by a rather ingenious entrepreneur by the name of James P. Carey. Not only did Carey have a gift for making and creating businesses, he recognized Grand Central as a prime opportunity, and the perfect place to launch those businesses.

Left: Photograph of James P. Carey with his dog Kerney, Right: Advertisement for Williams’ Shaving Soap, with testimonial by Carey and citing his barber shop in Grand Central Station.

Born in Middletown, Connecticut around 1869, James P. Carey was a trained barber that just happened to have a knack for business. After moving to New York City in his youth, he eventually started a chain of 25 barber shops, which he ultimately sold to focus on business ventures in Grand Central. His first established Grand Central endeavor was a barbershop in 1905 – several years before today’s Terminal was constructed. Like several other businesses in the old station, Carey reestablished his barbershop in the Terminal when it was completed, though it was much expanded.

Postcards showing Carey’s barber shop in Grand Central Terminal. From the collection of Steve Swirsky.

Carey’s barbershop in the new Terminal was truly a spectacle, and was claimed to be the largest barbershop in the world. Measuring 10,000 square feet and part of GCT’s mens’ waiting room, it was filled with plate glass mirrors, high polished Carrara glass, cream tiling, and marble basins. Only the best-trained barbers stood at the ready in white uniforms, waiting for patrons. In addition to walk-ins, you could also reserve an appointment by phone, or by telegraph from your train. The shop operated from 6 AM to midnight, and in addition to the barbers employed 2 cashiers, 3 coat and hat attendants, 3 shoe polishers, and 2 podiatrists (or as they were then called, chiropodists). The shop also contained a Russian steam bath, offered at a cost of 50 cents, and large enough to accommodate 33 men. For the women, Carey operated the manicure parlor and hairdresser as part of the women’s waiting room, which employed 6 manicurists and 2 hairdressers.

1913 ads for Carey’s businesses in Grand Central Terminal, shortly after opening.

Not only did Carey have a keen business sense, he had quite a talent for sensing what patrons of the Terminal needed. When I posted about the Grand Central Theatre, I tried to make the point that Grand Central morphed along with changing demographic of people that used it, and constantly reinvented itself to remain current and relevant. In that respect, Carey’s inventiveness perfectly reflected that spirit of Grand Central. At first the barber shop tailored to the high profile guests of the Terminal – people that relished their privacy, and could wire the barbershop from their train to reserve a private appointment. Soon after, Carey opened yet another barbershop – a no frills affair geared to the more everyday folks using Grand Central. Not long after that Carey noted that not just passengers were interested in getting their hair cut, thus he opened smaller shop in Grand Central’s office building for employees and train workers.

Carey also operated a men’s clothing shop, or as the folks wishing to ooze class would say, a haberdashery. Postcard from the collection of Steve Swirsky.

At most, Carey is said to have operated twelve different businesses in the Terminal, including a clothing shop, laundry, luggage check, and car service. While some people were at first skeptical of the commercial space in the Terminal, calling it “barnlike” and having “storerooms [that were] too scattered,” Carey realized the opportunity, and created new businesses to fill the void. One such business was a haberdashery, or men’s clothing shop, which survived for many years in the Terminal.

Believing that Grand Central represented amazing opportunity, Carey focused on acquiring as much commercial space in the Terminal as possible. In 1920 Carey managed to oust fellow longtime tenant Mendel’s check room and luggage when their lease ran out, acquiring the space for himself. Like Carey, the proprietor of Mendel’s first established his shop in the previous Grand Central, though much earlier than Carey, in the 1870’s. When their lease came up for renewal, the owner, unaware they even had any competition for the space, put in a bid matching what he had been paying previously. Unbeknownst to him, Carey entered a higher bid, and by the time Mendel’s tried to up their bid, it was too late. Knowing that the check room and luggage shop was a necessity for the station, Carey opened his own version in the newly acquired location.

Advertisement and postcard for Carey’s transportation business. Below, right: photo of a Carey bus at JFK airport.

In 1921, right outside the walls of the Terminal, Carey embarked on his most significant and profitable venture – car transportation. Using the fanciest cars available at the time, Carey’s drivers chauffeured wealthy patrons arriving and departing Grand Central Terminal – rumored to include Babe Ruth, John F. Kennedy, and J. Edgar Hoover. Eventually the car service was expanded to include New York’s airports, and buses were added to the fleet. Though the company has gone through many changes and transitions over the years, Carey International is the current form of the company started so many years ago outside Grand Central.

In a move that would likely be frowned upon today, Carey fashioned himself a logo modeled after the New York Central’s. Below is the logo in use by Carey International, the current form of the company that J.P. Carey started many years ago.

Carey operated all of his businesses in the Terminal until 1940, when he retired due to illness (he died not too long after, in 1942). Many of the businesses he set up in the station, like the men’s clothing store, lasted for at least 50 years. The baggage check service was ultimately rendered obsolete when the New York Central installed lockers for travelers. As mentioned above, a successor firm to the transportation service Carey started still exists under the name of Carey International.

One final vestige of the Carey name still exists in the Terminal – a spot called Carey’s Hole (visible in this Metro-North floor plan). Until recently, Carey’s Hole was a locker facility used by Metro-North’s conductors and engineers (these locker facilities have now been relocated to the third floor). Located below the spot where Carey’s barbershop once was, this basement area was likely used for storage many years ago. For a man who spent much of his life on endeavors in Grand Central Terminal, it seems appropriate that at least one spot in the Terminal bears his name – even if it is just a basement.

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