Jul 04 2020

Kleiner’s Korner: The Vanderbilt Cup Garage


As I've written in prior posts, the popularity of the Vanderbilt Cup Race was used by many businesses to promote their products and services.  Three enterprising businessman went one step further, actually naming their business after the race. 

Happy 4th of July Weekend!

Art Kleiner


The Vanderbilt Cup Garage

Three individuals in 1908 incorporated their business as "The Vanderbilt Cup Garage" however, was it truly a garage? And was it every associated with any of the Vanderbilts? Perhaps residing on Vanderbilt Avenue in Brooklyn gave one of the officials the idea for using the Vanderbilt name.   (The Motor World, March 5, 1908)

Located in mid-town Manhattan at 62 W. 43rd Street, the so-called garage appears having nothing to do with the races and obviously were not near the course.  The site is now the home of The Bank of America Tower, across from Bryant Park and The Hippodrome (both having historical significance and the latter being my first place of employment). 

"Only crazy people . . .".  The business actually sold used cars and advertised in the Brooklyn Daily Eagle in the summer of 1908, apparently playing off the excitement of the renewed 1908 Vanderbilt Cup Race.  Have some fun and read through the ads.  (Brooklyn Daily Eagle, August 9, 1908)

"A corking fine engine"  (Brooklyn Daily Eagle, August 2, 1908)

In 1909, an ad appeared in The New York Times. $550 for a Ford and $3,000 for a Cleveland Limousine (The New York Times, April 18, 1909)


Other Businesses

The officials of the business knew each other from prior business ventures including a medical supply company, an amusement company and other auto related businesses.  (The New York Time, August 20, 1907)

The New York Times, November 21, 1907

The New York Times, February 16, 1908


The End

Further searches for The Vanderbilt Cup Garage didn't produce any results, until this "notice of discharge of bankruptcy" of the company Treasurer, Edward B. Underhill,  appeared in 1910 and which included obligations of the garage.  So safe to assume the garage was no more by that time, and probably hadn't been for a while. 

Later that year, the same Edward B. Underhill, was charged with violation of weights and measures while operating the Garage De Luxe.  The action was brought by the Garage Owners' Association, organized at that time to combat "proprietors of so-called objectionable garages in the city".  Story closed! (The New York Times, August 3, 1910). 



Comments

Jul 05 2020 S. Berliner, III 4:35 PM

“Garage:” then (and well through my childhood in Manhattan - 30’s-40’s) had multiple meanings, including sales, repair, and storage of automobiles.  Sam, III

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