Rich's Downtown Department Store, 45 Broad Street, Atlanta

Source document Quoted word for word from HABS GA-2290. Not written, edited or summarised by this site.

i The original building, which has been added to eight times, reflects the appearance of an Italian palazzo, a favorite theme associated with department stores constructed in the early twentieth century. The Store for Homes addition is one of Atlanta's earliest examples of International Style architecture. The Rich's complex is eligible for listing on the National Register of Historic Places. Rich's is significant as the focus of retail shopping in downtown Atlanta since the store's opening in and as the location from which Civil Rights leader Martin Luther King, Jr. was arrested following a sit-in at Rich's Magnolia Room restaurant, leading to his first night ever spent in jail. RICH'S DOWNTOWN DEPAR1MENT STORE (Rich's Downtown) HABS No. GA-2290 (Page,A) !t" PART I. PHYSICAL

Context of Rich's Downtown Department Store

The Rich's complex covers a two-block area of downtown Atlanta in Fulton County, Georgia. It is bounded by Alabama Street to the north, Broad Street to the east, Martin Luther King, Jr. Drive to the south, and the elevated Spring Street viaduct to the west. The site is bisected into two blocks by Forsyth Street, which runs north/south between Broad and Spring Streets. The department stores on either side of Forsyth Street are connected by a four-story pedestrian bridge (hereafter referred to as the "Crystal Bridge").

Except for a one-story McDonald's restaurant on the southwest corner of the Alabama Street/Forsyth Street intersection and a public plaza on the southeast corner of the intersection, the department store facilities occupy the entirety of the two blocks on either side of Forsyth Street. The Rich's site is surrounded by a diverse mix of land uses. The majority of uses are moderate density retail establishments. The Martin Luther King, Jr. and Richard Russell Federal Buildings are located south and southwest of the site. Across Alabama Street to the north is a vacated three-story office building occupied by the Georgia Power Company, which in turn is within the boundaries of a proposed multimodal transportation center. The Five Points MARTA Station is north of the Rich's complex. PART II.

HISTORICAL CONTEXT OF RICH'S DOWNTOWN DEPARTMENT STORE Rich's Role in Commerce The concentration of money and people in cities throughout the industrialized sections of the United States in the mid-1800's brought about the birth of the modern department store. Many dry goods merchants began to expand and capitalize on the growth of these cities, fueling the retail trade cycle of consumption and demand and ushering in a new form of social interaction for women - shopping. Most likely, the opening of A.T.

Stewart's "Marble Palace" on the corner of Chambers Street and Broadway in New York City in signaled the beginning of this new phenomenon - in five stories of imposing and edifying marble, the shopper could fill her consumption needs, hobnob with wealthy clientele, learn about new fashion trends, and be awestruck by the architecture, all under one roof. In addition, this "palace of merchandise" exhibited the new trend in retail trade - departmentalization of goods. As A.T. Stewart continued to expand, other merchants in New York, Chicago and Philadelphia followed the trend: Macy, Marshall Field, John Wanamaker, Jordan Marsh and Edward Filene, to name a few. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No.

GA-2290 (Page 2) 3 The intense competition of the top retailers of the late eighteenth century led to newspaper advertising, attention to customer service, and the one-price-for-all system. No longer did customers have to haggle over prices and wonder if they got a better or worse deal than their neighbors, a system that had become outmoded in large cities in the first half of the eighteenth century. 1 Price tags were placed on every piece of merchandise and clearly marked. This also contributed to the feeling of equality that shoppers felt; they no longer had to feel ashamed by inquiring about a price from a haughty clerk in an exclusive specialty shop.

Shoppers from every socio-economic class could now come to this new shopping emporium and be treated the same as everyone else by the attentive and courteous sales clerks. The appearance of the department store heightened the illusion of shared luxury among the shoppers. In the form of a marble palace, a cast-iron showplace, a sprawling grand depot, or a masonry castle, the store emphasized dedication to the ideal of shopping as an endless delight.

The fact that no offices or other tenants crowded the building's upper stories signaled its commitment to a sole purpose.2 All these elements were refined and improved upon until, by the tum of the century, the typical department store could be recognized by its attractive displays, wide selections, convenient arrangement of merchandise, attention-drawing window displays, and the existence of such customer amenities as rest rooms, lounges, restaurants, reading rooms, children's nurseries, mail-order services, check-cashing windows, ticket agencies, post offices, and credit and complaint counters. 3 While all this was happening in the country's large cities, small merchant houses, haggling, and poor customer service still characterized retail stores in smaller cities and towns.

This was the case in the post-war town of Atlanta, when young Morris Rich, a Jewish emigrant from the Austro-Hungarian Empire, opened up his first dry goods store in a one-story, 20- by 75-foot, wooden building in 1. Gunther Barth, "The Department Store," in American Life, American People. Vol. II (New York: Harcourt Brace Jovanovich, 2. Ibid., 3. Ibid., RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page 3) i.; i 4 Morris Rich was born to Joseph and Rose Reich in in the town of Kosice, which lay at that time in Austria-Hungary, and now lies in the eastern end of the Slovak Republic.

In at the age of 14, Morris and his older brother William ventured to the United States, most likely to escape military conscription and the limited opportunities of their crowded European ghetto.5 They joined family friends in Cleveland, Ohio and got their start in retail by becoming door-to-door salesmen. Morris continued in this vein for eight years, gaining valuable experience in salesmanship and human interaction, as well as seeing various parts of the country. By Morris was ready to open his own dry goods store in war-torn Atlanta, where his brother William had a successful wholesale and dry goods business.

Of all the towns he had seen, he recognized the potential for growth in this small town, where all the major railroads crossed - it was sure to be the transportation hub of the developing Southeast, yielding major opportunities for the growth of business. When the citizens of the state approved eleven years later to move the state capitol to Atlanta, the opportunities for industry were even more apparent. Morris borrowed from his brother, moved into his small rough-hewn wooden structure at 27 Whitehall Street and opened for business May 28, as M.

Rich & Company.6 This first store was quite small - Morris housed his entire stock plus office on one floor which contained two aisles and a side wing.7 His store represented a small portion of the retail dry goods trade in the small-town Atlanta of roughly individuals. The leading merchants at the time he opened his store were Moore and Marsh, Silvey and Dougherty, and and Kiser. 8 4. Henry Givens Baker, Rich's of Atlanta: The Story of a Store Since (Atlanta: University of Georgia, 5. 5. Ibid., 6. 6. Ibid., 9; Facts About Rich's, October Richard H. Rich Papers, Series III, Box 35, Folder 22, Emory University Special Collections. 7. J. H. Latimer, "As I Remember," Rich Bits, May Richard H. Rich Papers, Series III, Box 47, Folder 1, Emory University Special Collections. 8.

Baker, Rich's of Atlanta, 12. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page A) h In the business truly became a family business when Morris' first cousin Adolph Titlebaum came to work for him as a clerk.9 A year later, he was joined by his cousin Samuel Rich, and one of his brothers, Emanuel Rich, who had emigrated with another brother, Daniel, in 10 Emanuel and Daniel had opened up a business together in Albany, Georgia, but soon decided that Atlanta was the better choice and joined their stock with Morris'. In May of seven years after opening his store, Rich started what in time became a well-known practice of his store, advertising in the Atlanta Constitution.

In this ad appears his first publicized motto: "Rich means business when he says so." 11 From then on he advertised more and more in the paper and continuously expanded his floor space. In July of he made his first of many moves to 35 Whitehall Street and then in September of that year, to 43 Whitehall Street and again, one month later, to 65 Whitehall Street. 12 By February of Morris was ready to take in his younger brother Emanuel as a partner, the business now being called M. Rich & Brother. A year later, his other brother Daniel joined the company as a clerk. 13 What perhaps defined Rich's store and set him apart from his competitors was that he brought to Atlanta the sophisticated retail philosophies pioneered by A.T.

Stewart and John Wanamaker in the North and adapted them to the social customs of the South. Though this did not make him the leading merchant from the start, it enabled him to grow, catch up, and, finally, outdistance his competitors. He conducted business in his small store as if he were a huge department store in a large city, and in addition, took the literal interpretation of the creed ''The Customer Is Always Right." Breaking new ground in Atlanta with attention to customer service, the one-price-for- all system and dedication to quality at low prices, Morris and Emanuel Rich's firm 9. Ibid., 21. 10. Ibid., 20. 11. Atlanta Constitution, 5 May quoted in Baker, Rich's of Atlanta, 12. 12. Baker, Rich's of Atlanta, 13. 13. Ibid., 20.

RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page ,6) now emerged as one of the "big five." Their other competitors were Chamberlin, Boynton and Company, John Keely, John Ryan and D. H. Dougherty. 14 Intense competition between these firms helped hone and improve the Richs' business skills. In they opened a dress-making department, which was quite successful from the start as evidenced by Rich's advertisement for 20 experienced seamstresses that same year. 15 The next year, Morris was off to New York in search of a "modiste" for the dress-making department and was able to employ Madame Marie Gillette of Paris, France. 16 Soon, Rich's had the largest dress-making department in the South with a staff of 50 seamstresses making the most fashionable gowns of that time.

17 Their success was demonstrated by the move of Rich's in to perhaps the first department store prototype in Atlanta - A "Bazaar of Fashion" at Whitehall Street. This new two-story, 45 by 105 foot building exhibited one of the main philosophies of the northern department stores - making the store architecturally pleasing to show its commitment to the ritual of shopping. The interior was decorated in black and gold and gas chandeliers hung from the ceiling. This store was also the first in Atlanta to use plate glass show windows.

18 The Rich brothers held their grand opening on September 15, and the Atlanta Constitution heralded it as an "Emporium of Fashion and Design." 19 This location was also strategically placed among the other four big competitors in the dry goods trade: Chamberlin, Johnson and Company; John Keely; High; and Dougherty. The arrangement worked in Rich's favor - a shopper intending to visit two of the five had to pass by Rich's at some point, and this was not the case with the other four. Thus, Rich's benefited from 14. Ibid., 29. 15. Ibid., 26, 28. 16. Ibid., 32. 17. Richard Joel, "A Brief History of Rich's," Atlanta Historical Bulletin Vol VII, No. 27 April 18. Ibid, p. 7. 19. Baker, Rich's of Atlanta, 35, 37. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No.

GA-2290 (Page~,., the others' newspaper ads, and therefore made their show windows attractive to pull in street traffic. 20 In July of the firm was changed to M. Rich and Brothers when Morris' older brother Daniel was admitted as a partner. 21 Soon after, Rich's opened a carpet department, which soon grew to be a major source of income for the store - winning bids to carpet hotels all over the state and even the state capitol.22 Success continued. They built two additions to this store within six years - the first addition in apparently made them the largest store in the city23 and then in they added square feet to the rear. 24 By Rich's was organized into the following departments: Carpets; Draperies; Art Goods and Bric-a-Brae; Furniture; Dry Goods; and Art and Fancy Goods.

25 Atlanta was growing rapidly, and now its population had reached However, by the country was experiencing another economic slowdown, and so competition became even more fierce. One of Rich's competitors, John Ryan, failed during this downturn. 27 By practicing their same prudent business measures, Rich's rode out the storm. In the brothers were financially able to perform what seems to be their 20. Ibid., 21. Ibid., 41. 22. Ibid., 41, 23. Atlanta Constitution, 10 January quoted in Baker, Rich's of Atlanta, 43. 24. Baker, Rich's of Atlanta, 49. 25. Ibid., 26. Ibid., 70. 27. Ibid., 75. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No.

GA-2290 (Page Jj) first act of charity as a firm - they donated to the Fall Exposition at Piedmont Park.28 Another of Rich's competitors, High, went out of business, but Chamberlin, Johnson, Dubose & Company continued to be Rich's chief competitor. 29 A major loss hit the Rich's firm in with the death of Emanuel Rich. 30 In order to keep pace with the phenomenal growth of Atlanta and get ahead of the competition, Rich's decided to reorganize at the turn of the century. Morris, Daniel, William (Emanuel's son) and Bertha Rich (Emanuel's widow) and David H. Strauss applied for a charter of incorporation in December of and it was granted on January 12, 31 They were now known as M. Rich and Brothers Company.

Several days later, they held their first stockholder's meeting in which Morris was elected President and Daniel Vice-President. 32 Between and several changes occurred: Rich's started a mail-order business; held Charity Sale Days; and an annex to the main store was opened at Whitehall Street in May of and connected by corridors. 33 This new store was another step towards the department store ideal. ''Rich's great white store truly a paradise for shoppers; the feminine heart will flutter with real delight at its manifold treasures and conveniences for all."34 Besides being elegantly decorated, the four-story store offered some new amenities for its shoppers and 28. Ibid., 76. 29. Ibid., 30. Ibid., 87. 31. Ibid., 93. 32. Ibid., 94. 33. Ibid., 96, 99, 34. Atlanta Journal, 13 January p.

quoted in Baker, Rich's of Atlanta, RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page g') ':t employees - a ladies' restroom and parlor; an employee's restaurant and restrooms; soda fountain for customers; skylights; and "giant" elevators, apparently the first ones in an Atlanta store. 35 This put Rich's ahead of their competitors for a short while.

Rich's continued to expand services to employees and customers: for example, they added a Shoe Department in established the popular Economy Basement Department in organized a profit-sharing plan for salespeople in and accepted Liberty bonds in lieu of cas in .36 At the same time, a new generation in management was also having more and more say in the operations of the store: Lucian York, who had started as a bundle-wrapper and window-dresser, was the manager in David H. Strauss, who had joined the team as an accountant in was secretary of the Board in and Walter H. Rich, who had started as a clerk in was now treasurer. 37 Competition remained strong and when Chamberlin-Johnson-DuBose Co.

opened their new store in with five stories and a restaurant, Rich's moved back to second place in regards to facilities. 38 A little over a year later, not to be outdone, Rich's announced their plans for a new store at Alabama and Broad Streets, which would be completed in 39 At the completion of the new store at Alabama and Broad, Rich's had more window frontage than any other store south of Philadelphia. 40 Dubbed "Rich's Palace of Commerce" by citizens, the six-story building of Indiana limestone and Normandy tile 35. Ibid., Joel, "A Brief History of Rich's," 10. 36. Baker, Rich's of Atlanta, 37. Ibid., 87, 38. Ibid., 39. Ibid., 40. Ibid., 168 RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page$) represented floor space nearly 100 times that of the original store.

41 Holding their grand opening on March 24, Rich's offered more than a grand department store - new services were waiting. "Ask Mr. Foster" Travel Information Service, Rich's Home Service (offering the services of an interior decorator), new restrooms with easy chairs, a Tea Room, "Quest for Beauty" Service (offering free beauty advice), an employees' lunch room, and an exclusive dressmaking salon run by Madame Yvonne were instituted at the opening of the Store.42 Rich's was once again the premier department store in Atlanta, but, once again, only shortly. The following year marked the beginning of increased competition when Davison- Paxon-Stokes became affiliated with R. H. Macy & Co. and Sears, Roebuck & Co. announced plans to build a store in Atlanta.

43 Not long after occupying their new store, Rich's determined that they had miscalculated the rate of business growth northward. Davison's announced plans in to build a new department store on Peachtree Street, a full, nine-block jump north of the traditional shopping district. 44 Their plans included four times the floor space of Rich's newly opened store. 45 Rich's was also facing a crisis in leadership during this time of strengthening competition. Morris Rich, 77 years old in was alone at the top - both his brother Daniel and general manager Lucian York had died. 46 Vice-President Walter Rich needed a dynamic leader to take over the reins of the store as general manager; he found this person in engineer Frank Neely, a graduate of Georgia Tech and an avid 41.

Ibid., Floor space in the original store was square feet and the new store had square feet. 42. Ibid., 43. Ibid., 44. Ibid., 45. Ibid., 46. Celestine Sibley, Dear Store: An Affectionate Portrait ofRich's (Atlanta: Peachtree Publishers, reprint 61 RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page follower of the principles of Henry L. Gantt and Frederick Taylor. 47 Rich's owes much of its success to this man who shortly had the business running under scientific principles. He brought in lighting experts, who flooded the store with light, and instituted a method of inventory and stock control.48 In addition, he designed and installed an air-conditioning system in the new store in the first such store to be fully air-conditioned in the country.

49 He also created one of the most well-known policies of Rich's when he eliminated the adjustment bureau - "The customer makes her own adjustment," became an oft-repeated and well-known policy. 50 Neely also continued the tradition of running institutional ads but improved on it by, always running an institutional ad on page two of the Monday morning Atlanta Constitution - Atlantans came to expect their ad there, and it won many prizes .51 Morris Rich retired as president and was promoted to chairman of the Board of Directors in January of and the president's seat went to Walter H. Rich. 52 Morris Rich died in Atlantic City on June 29, In April the company was reorganized in order to finance expansion plans. M. Rich & Brothers Co.

became a real estate firm and the department store business was 47. Ibid., 63 48. Ibid., 64. 49. Ibid. 50. Ibid., 66. 51. Ibid., 67. 52. Baker, Rich's of Atlanta, 179 53. Ibid., RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page J1) put under a new firm called Rich's, Inc. This new company would be M. Rich & Bros. Co.' s main tenant.54 When the stock market crashed several months later, the country was gripped in the Great Depression that lasted through the Rich's continued its prudent management policies and survived, while its arch-rival, Chamberlin-Johnson-Dubose Company, failed in Rich's hired 100 of Chamberlin's best workers and benefited from their retail experience. Rich's maintained an aura of prosperity throughout the Depression.

When Walter Rich heard that the Atlanta City Council did not have enough money to pay its teachers, he informed the council that they could give the teachers scrip which could then be redeemed for cash at Rich's, with no obligation to buy anything in the store. The council did so, and issued worth of scrip, which Rich's held until the city could repay them. 56 By Rich's was ready to invest in expansion of the store. Hiring Philip Trammell Shutze to design their story-and-a-half rooftop addition, Rich's also added two more elevators.

57 In they redesigned the third floor into a fashion floor with thirteen specialty shops and added an employee recreation area on the roof at a cost of almost 58 Headlines in the Atlanta papers announced a new expansion program in December of Completed in September of the expansion included new shipping rooms; a new tunnel under Forsyth Street; a large, five-story addition to the original building designed by the firm of Hentz, Adler & Schutze; a new warehouse 54. Ibid., Atlanta Journal-Constitution, 3 November Rich's, Inc. File at the Atlanta History Center. 55. Baker, Rich's of Atlanta, 56. Atlanta Journal, 19 December quoted in Baker, Rich's of Atlanta, 57. Atlanta Journal, 24 December Rich's, Inc. File at the Atlanta History Center. 58.

Baker, Rich's of Atlanta, RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page ~) j~: 59 across the street; and escalators connecting the first three floors. The escalators were installed by the Otis Elevator Company and were among Atlanta's first. 60 The addition added feet to each floor, making it the largest retail store in the South, according to the Atlanta Constitution. 61 Several new programs were established at Rich's at this time. One of the most valued institutions in Atlanta was instituted in - the Rich's Charge-Plate. 62 Five years later, Rich's had charge accounts, a sure sign that they were doing something right. 63 Also in Rich's instituted the Rich's Mutual Aid Association for employees, and in an employees' credit union was created.

64 To establish an organized way of distributing profits to charities and other worthy causes, Rich's instituted the Rich Foundation in Their first major contribution came in - in honor of Morris, Emanuel and Daniel Rich, was given to Emory University to erect a building to house the Emory School of Business Administration. 66 Rich's also continued to assist the community and establish the company as an outstanding corporate citizen in other ways. For example, when over 59. Ibid.; Atlanta Constitution, 24 December Atlanta Journal, 24 December Rich's, Inc. File at the Atlanta History Center. 60. Atlanta Constitution, 24 December Rich's, Inc. File at the Atlanta History Center. 61. Ibid. 62. Rich Bits, September pp. Richard H.

Rich Papers, Series III, Box 47, Folder 2, Emory University Special Collections. 63. Baker, Rich's of Atlanta, 64. Rich Bits, September Richard H. Rich Papers, Series III, Box 47, Folder 2, Emory University Special Collections. 65. Baker, Rich's of Atlanta, 66. Atlanta Constitution, 11 March Richard H. Rich Papers, Series III, Box 75, Folder 12, Emory University Special Collections. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) BABS No. GA-2290 (Page ~) !'1 100 people were killed in the Winecoff Hotel fire in store managers and other employees went to help the survivors. Free clothes were given to victims, as well as free burial clothes for the dead.

67 When troops returned from Europe on Labor Day weekend at Fort McPherson and found that the safe containing their pay was time- locked until Tuesday, Rich's advanced the money to the soldiers.68 After World War II ended, the patterns of urban living began to change noticeably. After more than a decade of economic stagnation, Americans were eager and able to buy their own homes, and retailers wanting to market to new suburbanites were compelled to respond to the trend away from downtown.

The answer for most retailers was to close up shop downtown and move out to the suburbs - Wanamaker's closed its store on Broadway in New York City in the mid-1950s and most department stores throughout the country followed suit in the early Conversely, Rich's strategy was to expand the downtown store and make it irresistible to shoppers. From the end of World War II until the closing of the downtown store in Rich's tried to fight the suburban trend, and they succeeded for a while. The first solution was the Store for Homes, built in Recognizing that returning G.I.'s would be buying new homes that would need to be furnished and decorated, they planned a separate store devoted strictly to the home - a store within a store.

The new light-grey brick and granite six-story building, costing around was designed by the Atlanta firm Toombs & Creighton 70 The concept was to create a separate store environment dedicated solely to a single theme in merchandise, still connected to the main store. This was accomplished by building a four-story, glass- enclosed bridge above Forsyth Street -also built in Dubbed "the Crystal Bridge," it was the first such bridge in Atlanta. The City of Atlanta owned the air rights over the street; to build the bridge Rich's had to obtain approval of the Atlanta City 67. Sibley, Dear Store, 15. 68. Ibid. 69. Bernard J. Frieden and Lynne B. Sagalyn, Downtown, Inc.: How America Rebuilds Cities (Cambridge, Mass: The MIT Press, 70.

Louis Goodenough, "Rich's Buyers Get Set for the Opening," Retailing Home Furnishings (19 July Herbert C. Milkey, "Rich's Expansion Program," Georgia Engineer, Vol V, No. 9 (November Richard H. Rich Papers, Series III, Box 37, Folders 16 and 17, Emory University Special Collections. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page ,, 71 Council. This set a precedent in Atlanta architecture, and other architects used the concept in their designs, most notably John Portman. New York interior designer Eleanor Le Maire directed the design for the interior of the Store for Homes.

72 The first floor and plaza were opened to the public in late followed by the second floor in the first week of March The grand opening, however, was March 29, when all the floors were ready to be opened. 73 The Store for Homes idea worked; traffic was increasing, including automobile t"'.filfic. In August, a 1,000-car capacity, four-story garage over the Forsyth Street viaduct was opened at a cost of 74 Also in this period, a nursery for children was added on the second floor and a message desk was added on the second floor of the Crystal Bridge for customers to leave notes for expected friends. 75 Rich's also was a leader in employee benefits. They were the first department store in the south to institute the 40-hour work week.

They also paid time-and-a-half for overtime, provided meals to employees at cost, provided a profit-sharing Christmas bonus, free medical care, and group insurance. 76 Further additions to the store were made in The success of the Store for Homes, the store-within-a-store concept, led to plans to build a store to appeal to a market segment traditionally ignored by department stores - the six-story Store for Men. Completed in the store was designed with a masculine appeal, where a 71. City Council Minute Book 43, 17 December Rich's, Inc. File, Atlanta History Center. 72. Goodenough, "Rich's Buyers Get Set for the Opening," Retailing Home Furnishings. 73. Atlanta Journal-Constitution?, undated; Memo from O.R. Strauss, 13 March Richard H.

Rich Papers, Series III, Box 37, Folder 17, Emory University Special Collections. 74. Baker, Rich's of Atlanta, 75. Ibid., 76. Ibid .. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page.~ /b man could shop, test guns, and eat at the Cockerel Grill. 77 Other new facilities were added that year as well: a new 350-seat employee cafeteria for whites; a new snack bar; a pharmacy; and a new cafeteria with lockers and restrooms for Rich's black employees. 78 Breaking with tradition, during this period Rich's was looking to expand to other Southeastern cities. After studying sites all over the South, in Rich's acquired George Co.

in Knoxville, Tennessee and opened a new $8 million store in Acquiring George's by merger in they built a new $8 million store,-\OOich was ready for business on August 29, In Rich's bought for $2 million the rest of the property on the block in which their main store was located. A three-story Service Building was designed by the firm of Stevens & Wilkinson and added to Rich's in the Fall of The top floor was built flush with the Spring Street viaduct and gave parking space to cars. Other improvements included new escalators and an enlarged soda bar and new cafeteria for "Negro patrons. Besides all these physical improvements to the downtown store designed to keep shoppers coming downtown, other more intangible "improvements" were made.

The late - early saw the beginning of two of Rich's most well-known traditions - the annual lighting of the Great Tree and ride on the Pink Pig monorail, in and respectively. 81 For generations of Atlantans, these two traditions symbolized the advent of the Christmas season. Another tradition was the Rich's Curb 77. Rich Bits,Christmas Richard H. Rich Papers, Series III, Box 47, Folder 8, Emory University Special Collections. 78. Ibid. 79. "Stevens & Wilkinson to Rich's Inc." , 20 March Richard H. Rich Papers, Series III, Box 37, Folder 7, Emory University Special Collections; Atlanta Journal-Constitution, 13 July Rich's, Inc. File at the Atlanta History Center. 80. Atlanta Journal-Constitution, 13 July Rich's, Inc. File at the Atlanta History Center. 81.

Atlanta Constitution, 13 November Atlanta Constitution, 17 December p 1E, Rich's, Inc. File at the Atlanta History Center. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page 82 ,,i'] Market Harvest Sale, held for the first time in At this annual sale, farmers from all over the state could set up booths and sell their produce. Fashionata, held from to was revived by fashion director Sol Kent in and quickly became yet another tradition. Mr. Kent wrote, produced and narrated the musical fashion show which benefited a chosen charity, usually an arts facility. 83 These traditions also helped to tie the spirit of Rich's, and the survival of the downtown store, to the heart of Atlanta.

As Rich's Downtown was a successful entei;prise resembling a shopping mall of stores within stores, business was solid enough to begin contemplating expansion to the suburbs. The first two suburban branches, Lenox and Belvedere, were opened in This was the first wave of many branches Rich's would open in the next fifteen years. By Rich's had nine other locations, including two in Alabama.85 Even with suburban expansion, Rich's remained devoted to the health of the flagship store downtown. Rich's downtown would continue to be "the big tent - where the big traffic is," said Richard Rich in now the Chairman of the Board of Directors. 86 With this in mind, Rich's hired the firm Stevens & Wilkinson to design a six-level self-parking garage that could park cars.

87 After opening this garage in Mr. "Dick" Rich noted an increase in store traffic. 88 Also added in was 82. Atlanta Journal, 7 October Rich's, Inc. File at the Atlanta History Center. 83. Atlanta Journal-Constitution, 21 August Rich's, Inc. File at the Atlanta History Center. 84. "Rich's Inc. Proxy Statement for Special Meeting of Stockholders to be held 25 October pp. Rich's, Inc. File at the Atlanta History Center. 85. Ibid. 86. Atlanta Journal-Constitution, 7 January p. 40, Rich's, Inc. File at the Atlanta History Center. 87. Atlanta Journal, 10 April Rich's, Inc. File at the Atlanta History Center; "Facts About Rich's," October Richard H. Rich Papers, Series III, Box 35 and 37, Folder 22 and 11, Emory University Special Collections. 88. Atlanta Journal-Constitution, 7 January p.

40, Rich's, Inc. File at the Atlanta History Center. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page yr) t.~ ,,, 89 Rich's Tire Center located off of the parking garage. According to a revised agreement signed by Harold Brockey, Stevens & Wilkinson agreed to design a five- story addition to this garage in but plans apparently changed to make it six stories.

90 The Service Building was expanded first in and again in when Rich's announced plans for a six-floor addition that would add square feet of floor space.91 Richard Rich also demonstrated his commitment to downtown and the city by serving as chairman of the board of MARTA (Metropolitan Atlanta Rapid Transit Authority) from to A promoter of rapid transit, Rich resigned from his position when the referendum for MART A failed. 92 The project later succeeded and the site of Rich's was adjacent to the proposed Five Points Station, where both the North-South and East-West lines would cross.

Rich's had always been in the center of downtown Atlanta's transportation hubs - people changed trollies, trains, and later buses, near the Rich's store, and patrons would visit Rich's between trolley, bus or train rides. However, the subway brought all this activity underground - people switched trains beneath the ground without ever seeing daylight or Rich's. Undoubtedly, the store suffered. It also suffered due to the construction of the station in the mid-1970s, which effectively cut off pedestrian traffic. Rich's attempted in an ad called "There's a lot going on at Rich's Downtown .. dig?" to inform the public of what was happening and encouraging customers not to give up the downtown store.

Depicting a map showing which streets were closed, the ad stated: The other entrances and exits from the Garage will remain open, as will all our pedestrian entrances ... ready to lead you to the excitement, the 89. Rich Bits, Christmas Richard H. Rich Papers, Series III, Box 47, Folder 16. Emory University Special Collections. 90. "Revised Agreement, Stevens & Wilkinson to Rich's Inc.," 15 August Richard H. Rich Papers, Series III, Box 37, Folder 11, Emory University Special Collections. 91. Rich Bits April Richard H. Rich Papers, Series III, Box 47, Folder 25. Emory University Special Collections; Atlanta Journal-Constitution, 17 April Rich's, Inc. File at the Atlanta History Center. 92. Atlanta Journal, 1 May Richard H. Rich Papers, Series III, Box 75.

Folder 17, Emory University Special Collections. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtow~) HABS No. GA-2290 (Page l8) r~1 special events, and the values that have made Rich's Downtown a stand-by, and a most pleasant habit. Don't break it! 93 Richard H. Rich died on May 1, and Rich's merged with Federated Department Stores, Inc. of Cincinnati in late Now the store was no longer a locally owned, family-run business. The well-known author and columnist Celestine Sibley felt that the store lost its hometown affection after the merger. "From time to time there has been an effort over there to regain some of the class the old store was born with," wrote Ms. Sibley.

96 The employee magazine, Rich Bits, which was usually devoted to celebrating the success of Rich's, was now preoccupied with articles on shoplifting and inventory shortages. Now the employees were simply cogs in a national-chain machine, whose sole duty was to watch the bottom line - gone was the emphasis on customer service. 97 Federated maintained that it was dedicated to the downtown store and invested significantly to demonstrate their commitment. In the exterior of the store went through an extensive renovation that was calculated to show the customers who returned after the MARTA construction that Rich's was still there and ready to do business. 98 In the popular Magnolia Room restaurant was renovated and the decor was created by Image Design.

99 To many Atlantans, however, all these cosmetic improvements failed to recapture the old spirit of the restaurant - processed turkey 93. Atlanta Constitution, 5 April Rich's, Inc. File at the Atlanta History Center. 94. New York Times, 2 May Richard H. Rich Papers, Accession# Series III, Box 75, Folder 17, Emory University Special Collections. 95. Atlanta Journal-Constitution, 15 August Rich's, Inc. File at the Atlanta History Center. 96. Atlanta Journal-Constitution, 18 April p. CS, Rich's, Inc. File at the Atlanta History Center. 97. Rich Bits, January Rich Bit, February Richard H. Rich Papers, Accession# Series III, Box 48, Folders 11 and 12, Emory University Special Collections. 98. Atlanta Journal, 17 June Rich's, Inc. File at the Atlanta History Center. 99.

Atlanta Journal, 16 September p. lB, Rich's, Inc. File at the Atlanta History Center. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page 100 now sat on top of the Old #8 sandwich. Nonetheless, a complete interior renovation 101 was begun in and completed in Departments were consolidated into the Store for Fashion store and Store for Men) and the fifth floor of the Store for Homes, and a portion of the Store for Homes was converted into leased office space. The Pavlik Design Team out of Ft. Lauderdale, Fl. had charge of redesigning the interiors. 102 Trouble for the store was compounded when Campeau Corp. bought Federated in and a year later Federated filed Chapter 11 bankruptcy.

103 All the renovations mad& in the at a cost of $9 million, and the reopening of Atlanta Underground in were not enough to revive the old downtown store - it had been losing money each year since and the downtown building was scheduled to close its doors July 13, 104 Segregation Practices and the Civil Rights Movement Modern advertisements hail Rich's as "All About The South," and it always has been a peculiarly southern institution. Morris Rich brought to Atlanta the form of the department store, first established by the northern retail pioneers, to the South. However, this form transmuted and settled itself into the southern environment of racial segregation and strict social behaviors between the white and black races.

So in the "democratized" department stores of the South, separate facilities existed to serve whites and blacks, and not always equally. Strict rules of racial etiquette governed modes of behavior and social interaction between whites and Blacks. Rich's was no exception. Separate employee cafeterias and restrooms existed for each race, and even "Time Ran Out for Rich's," Atlanta Constitution, 18 April p. Al, Rich's, Inc. File at the Atlanta History Center. Atlanta Constitution, 2 October p lD, Rich's, Inc. File at the Atlanta History Center. Ibid. Atlanta Journal, 16 October p. lE; Atlanta Constitution, 16 January p. lC, Rich's, Inc. File at the Atlanta History Center. Atlanta Journal-Constitution, 18 April p. Cl, Rich's, Inc. File at the Atlanta History Center.

RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page 46) separate Christmas parties were held on the roof. 105 Each year the employee newsletter honored workers who had been with the company for 10 and 20 years. Each issue had the white and black year dubbers in separate sections - it was not until the issue that the employees were pictured all together in alphabetical order. 106 Some evidence exists that salespeople treated black customers courteously. Facilities, however, were distinctly unequal. Black patrons here, as elsewhere, could not eat in the same facilities as whites. Restrooms for black c:Jstomers were in the sub- basement, right next to their snack bar. Both were in deplorable condition.

In the early spring of a number of black women's clubs got together and agreed to write letters to Richard Rich and make him aware of the situation. One woman wrote the following: We have always been impressed by the high caliber of service accorded us by sales personnel. We feel, however, that the facilities provided for customer convenience are also indicative of the management's wish to accommodate those who patronize your store.

Quite frankly, unless an emergency arises, we do not use the rest room or eating facilities because we feel that for reasons of comfort, sanitation, and self-respect, the token facilities which you provide for us do not reflect the spirit of "welcome" accorded us in other areas; nor do they reflect a desire on the part of management that we share in the "comforts" provided by the store.

As mothers, we have found it depressing and embarrassing to take our children across the bridge en route to the Children's Department, amidst the smell of food and to have to answer their question, "Where can we eat?" Before beginning a shopping trip we always have to caution our young ones to "go to the bathroom because you won't have another chance until we come back home." We realize that it is difficult for those who do not have to face these prodding questions and humiliating experiences to realize what it must be like. We ask, however, that in keeping with your policy of fairness, Rich Bits, Christmas Rich Bits, Christmas Rich Bits, Christmas Richard H. Rich Papers, Accession# Series III, Box 47, Folders 7,8 and 9, Emory University Special Collections. Rich Bits, Christmas Richard H.

Rich Papers, Accession# Series III. Box 47, Folder 18, Emory University Special Collections. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page 4 '!, i:;t ,,~ some steps be taken to provide for all customers' facilities which in some degree say, "We are glad you came." 107 In response to these letters Rich's immediately built a new restroom "for colored ladies" on the Fifth Floor of the main building, next to the Crystal Bridge. 108 Renovation of the sub-basement facilities was underway by the summer to ''provide a larger, more attractive, and complete Luncheonette and a separate Ladies Lounge in this area," and would also separate the eating and restroom facilities.

100 Less than two years later, patrons were asking not for better facilities, but an end to segregation altogether. When four black college students sat down for service at the lunch counter in Woolworth's in Greensboro, North Carolina on February 1, they sparked the sit-in movement that rapidly spread throughout the country. In response to this growing movement; the Georgia General Assembly unanimously passed a bill on February 16 that made it a misdemeanor for someone to refuse to vacate the premises of a place of business after being asked to by the management. 110 The first sit-in in Atlanta occurred March 111 On March and 7th a group of students went to Rich's and were served. However, when they came on the 8th and the they were refused service.

112 Students and members of CORE (Congress of Racial Equality) became more organized and on March they came as a group and targeted ten different eating places downtown at the same time, Jewel Simon and Margaret Young, Atlanta Chapter Jack and Jill of America, Inc. to Rich's Inc, 14 April Richard H. Rich Papers, Accession# Series III, Box 37, Folder I, Emory University Special Collections. Atlanta Journal-Constitution, 13 July Rich's, Inc. File at the Atlanta History Center; Richard H. Rich to Dolores M. Robinson,19 June Richard H. Rich Papers, Accession# Series III, Box 37, Folder 1, Emory University Special Collections. Richard H. Rich to Dolores M. Robinson, 19 June Richard H. Rich to Jesse Hill, 25 June Richard H. Rich Papers, Accession # Series III, Box 37, Folder 1.

Emory University Special Collections. Martin Oppenheimer, The Sit-In Movement of (Brooklyn, Carlson Publishing Inc., Oppenheimer, The Sit-In Movement of 42. Ibid., RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page .n) .~ ~ including the State Capitol and City Hall. 113 They found the downtown establishments ready for them, however, and 77 were arrested. 114 Action was stalemated for the summer, as the Black community tried to reach consensus on a course of action. Meetings were held between Rich's and the Committee on Appeal for Human Rights, the students' organization. Richard Rich maintained his position of favoring continued segregated facilities.

115 Not long after these meetings, Lonnie King, Chairman of the Committee on Appeal for Human Rights, wrote Richard Rich on August 8th and asked for another meeting. Richard Rich responded with the following: It is our feeling, at this time, that a meeting such as you suggest in your letter would not be productive. You will recall that we had a meeting rather recently on the subjects enumerated in your letter, and we made our views perfectly clear to you. We cannot see how a repetition could be fruitful to either party Jesse Hill, Actuary of the Atlanta Life Insurance Company, also wrote Richard Rich on August 30 and asked for a meeting prior to registration at the Atlanta University Center colleges on September 30.

He stressed that the general aims of the student movement were the same as those of the adult black community. "Certainly now, as never before, it is up to all of us as Atlantans to show that this city of one million people can solve its problems in a manner which will do credit to a progressive modern metropolis." 117 Mr. Rich responded, saying that past meetings had been fruitless, but stated, "My relations with you over the years have been most Ibid . Ibid. Richard Rich to Lonnie King, 10 August Richard H. Rich Papers, Accession# Series III, Box 37, Folder 2, Emory University Special Collections. Ibid. Jesse Hill, Jr. to Richard H. Rich, 30 August Richard H. Rich Papers, Accession # Series III, Box 37, Folder 2, Emory University Special Collections.

RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page 'A) 'J~ pleasant, and I should be glad to have a personal chat with you on any subject, at any time, if you will call my office for an appointment. Rich's was in important target because blacks in the community had shopped there all their lives. Now, as a symbol of protest, blacks were turning in one of Atlanta's "most prized possessions," the Rich's Charge-Plate. 119 One of those to do so was John Wesley Dobbs. He and the Rev. King, Sr. had held meetings with Mr. Rich, and Mr. Dobbs was frustrated by the outcome. In a letter of September he sent the balance due on his account and his Charge-Plate.

"I find that my Conscience and Self-Respect will no longer allow me to support a business that shows so much unfairness to its Colored Patrons. After the (Student Non-Violent Coordinating Committee) Conference in Atlanta October a sit-in demonstration, under the leadership of the Committee of Appeal for Human Rights, was planned for downtown on October - two department stores and eight variety stores were to be hit at precisely 11 :00 a.m. and Rich's was to be their chief target. 121 It was important to the students that The Rev. Dr. Martin Luther King, Jr. be a part of the planned demonstration, though he was reluctant to join. ''Rich's was a symbol of Atlanta, which was a symbol of the hopes of the South, and King was a symbol of the hopes of the Negro people.

Asked by student leader Lonnie C. King to join the sit-in, Dr. King agreed to meet him on the Crystal Bridge. 123 Richard R. Rich to Jesse Hill, 1 September Richard H. Rich Papers. Accession# Series III, Box 37, Folder 2, Emory University Special Collections. Taylor Branch, Parting the Waters: America in the King Years (New York: Simon and Schuster, John Wesley Dobbs to Rich's Inc., 16 September Richard H. Rich Papers, Accession# Series III, Box 37, Folder 2, Emory University Special Collections. Oppenheimer, The Sit-Jn Movement of Branch, Parting the Waters, Branch, Parting the Waters, Ibid., RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page ~4) When Dr. King and the students were refused service at the snack bar on the bridge, they moved to the Magnolia Room.

There they were arrested under the state anti- trespass law passed in the beginning of the year. 124 Richard Rich was confronted with a problem - he wanted to accommodate both races. Fearing that if he gave in, he would lose his white clientele, he "broke down in tears on hearing that his board chairman could get King and the demonstrators out of the Magnolia Room only in handcuffs." 125 In all, 51 demonstrators were arrested, including Dr. King. 126 When he refused bond, Dr. King spent the first night of his life in jail. 127 Subsequently, a series of events unfolded that involved the aspirations of Georgia Governor Ernest Vandiver, Atlanta Mayor William Hartsfield, and presidential hopeful Senator John F. Kennedy.

Racially moderate Mayor Hartsfield was determined to get Atlanta quickly through these embarrassing birth pains of integration. Governor Vandiver, however, represented the rest of the state in his conservative, segregationist stance. Hartsfield offered to begin negotiations to desegregate the downtown stores, if the demonstrators came out of jail. 128 However, Dr. King and the students refused to come out until the charges were dropped. Hartsfield was in a tricky situation - he had no control over their release. Only Rich's or the state prosecutor could drop the charges. Since Mr. Rich was not willing to do so, Hartsfield, a consummate politician, found his solution - announce that Senator Kennedy had asked him to release Dr. King from jail. 129 With that kind of backing, Gov.

Vandiver and other state democrats wouldn't dare go against him. Attempting to convince an aide of the Senator's to ask Sen. Kennedy, Hartsfield said: Now, Harris [Wofford], I'm just so certain that his taking a position will help him with this doubtful Negro vote all over the nation that I'm Ibid., Ibid., Oppenheimer, The Sit-In Movement of Branch, Parting the Waters, Ibid., Ibid., RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page25) going to take it on myself to tell this group that Senator Kennedy is asking me to intervene. That he has asked me to turn Martin Luther King loose. Why should he be ashamed of that? I'm going to tum him loose anyway. 130 Before the aide or Hartsfield could reach Sen. Kennedy with the idea, Hartsfield dropped Sen.

Kennedy's name at the bargaining table with Martin L. King, Sr. A reporter overheard, and soon the news was out. Apologizing to the aide, Hartsfield said, I needed a peg to swing on and you gave it to me, and I've swung on it." 131 In the end, the charges were dropped and Sen. Kennedy became linked to Dr. King's plight in the eyes of many black voters, perhaps giving him the extra votes he needed to win. Rich's was flooded with telegrams, postcards and letters, registering shock and outrage at Rich's treatment of Dr. King and their segregationist policies.

132 The following telegram came from Louisville, THE MEMBERS OF ZION BAPTIST CHURCH ARE HORRIFIED THAT THE MANAGEMENT OF YOUR STORE CAUSED THE ARREST AND IMPRISONMENT OF DR MARTIN LUTHER KING JR AND OTHERS SIMPLY BECAUSE THEY SAT DOWN FOR EATING ACCOMMODATIONS IN YOUR PUBLIC LUNCH ROOM IT IS INCONCEIVABLE THAT ANY HIGH CLASS ESTABLISHMENT WITH RICH'S REPUTATION WOULD DENY PEOPLE SOMETHING TO EAT EVEN IF YOU DIDN'T SERVE THEM YOU SHOULD ALLOW FREEDOM OF PROTEST WE SINCERELY PRAY THAT YOU AS OWNER OF RICH'S WILL USE YOUR POWER TO CORRECT SUCH UNDEMOCRATIC UNAMERICAN AND UNCHRISTIAN PRACTICES REV D E KING PASTOR 133 Ibid., Ibid., Richard H. Rich Papers, Accession# Series III, Box 37, Folder 2, Emory University Special Collections. Telegram, Rev. D. E.

King to Richard Rich 23 October Richard H. Rich Papers, Accession # Series III, Box 37, Folder 2, Emory University Special Collections. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page /rl Mayor Hartsfield and black leaders agreed to a 30-day truce on October 22, and the jailed students were pardoned and released. During this truce, a joint negotiating committee was formed, representing the Committee on Appeal for Human Rights and the Student-Adult Liaison Committee, with Jesse Hill, Jr. as the chairman. Meetings between the negotiating committee and the downtown merchants were attempted, but "the majority of the downtown merchants had flatly refused to participate in such meetings," stated Mayor Hartsfield.

134 Thirty-two days after the truce, organized demonstrations resumed. Fourteen department, drug and dime stores were targeted on Friday, November 25 and continued every day. The two big downtown department stores, Rich's and Davison's, immediately closed their seated dining rooms, and offered only take-out or stand-up food service. 135 By Wednesday, only the lunch counter at Walgreen's at Peachtree and Ellis Streets remained open. 136 A memo was sent from the Committee on Appeal for Human Rights and the Student-Adult Liaison Committee to all the targeted merchants on November 29, explaining their position and stating that the joint negotiating committee was ready to meet on the issues. 137 Mayor Hartsfield maintained that "many smaller merchants ...

and chain stores would be willing to go along with us if Rich's would." 138 Rev. W. H. Borders, Chairman of the Student-Adult Liaison Committee, felt that both sides were mainly in agreement, but that the students wanted "Store-at-a-Time Accords Get Sit-in Leaders' Okay," Atlanta Journal, 30 November Rev. Borders, Chainnan Student-Adult Liaison Committee and Lonnie C. King, Chairman Committee on Appeal for Human Rights to Downtown Merchants & Shopping Centers, 29 November Richard H. Rich Papers, Accession# Series III, Box 37, Folder 3, Emory University Special Collections. "Store-at-a-Time Accords Get Sit-in Leaders' Okay," Atlanta Journal, 30 November Richard H. Rich Papers, Accession# Series III, Box 37, Folder 3, Emory University Special Collections. Ibid. Rev.

Borders, Chainnan Student-Adult Liaison Committee and Lonnie C. King, Chainnan Committee on Appeal for Human Rights to Downtown Merchants & Shopping Centers, 29 November Richard H. Rich Papers, Accession # Series III, Box 37, Folder 3. Emory University Special Collections. "Store-at-a-Time Accords Get Sit-in Leaders' Okay," Atlanta Journal. 30 November Richard H. Rich Papers, Accession# Series III, Box 37, Folder 3, Emory University Special Collections. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No.

GA-2290 (Page21) integration immediately, while the merchants wanted to tie it with the school desegregation scheduled for the Fall of 139 In a letter from Eliza Paschall, Chairman of the Greater Atlanta Council on Human Relations, to Richard Rich on December 21, she said that she had heard reports that other stores would desegregate their eating facilities if Rich's would. She states further: Rich's has contributed immeasurably to the development of the Atlanta community. Leadership brings with it responsibilities which weigh heavily. At the same time it brings unique opportunities for service. I believe it is not exaggerating to say that at this time Rich's has the power to grant, or withhold, the gift of peace and good will to the people of Atlanta.

140 In late November, Rich's removed their segregated signs from their restrooms, and whites turned in their Charge-Plates in protest. 141 Picketing and sit-in demonstrations continued through to the new year, and by February a total of 82 students were in jail, refusing bond. 142 On February 20 and 21, the remaining students agreed to come out for negotiations between the Student-Adult Liaison Committee, Rev. King, Sr. and downtown businessmen, represented by the president of the Atlanta Chamber of Commerce, Ivan Allen. 143 A news release was prepared by the Chamber of Commerce on March 7 announcing what came to be known as the "compromise" agreement.

Merchants agreed to desegregate their facilities in "the same patterns" as shown by the rulings to desegregate the schools, and the black leaders agreed to stop demonstrating. This agreement, however, was vague. Lunch counter desegregation was tied to the successful integration of schools, Ibid. Eliza Paschall to Richard Rich, 21 December Richard H. Rich Papers, Accession# Series III, Box 37, Folder 3, Emory University Special Collections. Oppenheimer, The Sit-In Movement of Ibid., Ibid., RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page ~) :1;.i but was not a definite statement. 144 Students felt betrayed by the black leadership, but went along for the sake of unity after an impassioned speech by Dr. King, Jr.

145 The merchants who signed the agreement were: Rich's, Davison's, Woolworth's, McCrory's, Grant's, Walgreen's, Jacob's Pharmacy, Kress and Co., Sears, Roebuck and Co., Kresge's, Green Co., Newberry's and Lane's. 146 The black leaders who agreed were: Dr. W. Holmes Borders, Chairman of the Student-Adult Liaison Committee; A.T. Walden, attorney and Chairman of the Atlanta Negro Voters League; Dr. King, Leroy R. Johnson; Williamson; Jesse Hill, Yancey; Rev. O.M. Moss; Dr. Rufus E. Clement, Pregident of Atlanta University; Lonnie C. King, student and Chairman of the Committee on Appeal for Human Rights; and Miss Herschell Sullivan, student and Vice-Chairman of the Committee on Appeal for Human Rights.

147 A seven-week strike was held by over 10% of Rich's black employees in April and May, Charging discrimination in hiring and promotion practices and a lower wage scale, 350 employees walked out on April 3, 148 Demonstrations and picketing followed, including a thwarted march from Rich's to Harold Brockey's home, until strikers accepted mediation by the Community Relations Commission. 149 PART III PHYSICAL DESCRIPTION OF RICH'S DOWNTOWN DEPARTMENT STORE/

Architectural History

News Release, 7 March Richard H. Rich Papers, Accession# Series III, Box 37, Folder 4, Emory University Special Collections. Oppenheimer, The Sit-In Movement of Branch, Parting the Waters, News Release, 7 March Richard H. Rich Papers, Accession# Series III, Box 37, Folder 4, Emory University Special Collections. Ibid. Atlanta Journal, 6 May Rich's, Inc. File at the Atlanta History Center. Ibid.; Atlanta Consiitution, 23 May Rich's, Inc. File at the Atlanta History Center. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page )9) General Architectural Description Exterior The Rich's Department store complex consists of at least eight distinct additions to the original building located on the block bounded by Broad, Alabama, and Forsyth Streets.

The total complex includes the two city blocks bounded by Broad and Alabama Streets, Spring Street viaduct, and Jr. Drive. Of these numerous additions, the two most architecturally significant portions were built in by the firm of Hentz, Reid,and Adler, and the Store for Homes designed by the firm of Toombs and Creighton. The original building reflects the historical appearance of an Italian palazzo, a favorite theme for mercantile stores in the late nineteenth and early twentieth centuries. The Store for Homes is one of Atlanta's earliest and most dramatic examples of the International Style. The complex of buildings is in good condition with some deterioration of roof surfaces and interiors due to the recent lack of temperature control in the building.

The overall dimensions of the building are feet north/south and 177 .87 feet east/west. For the entire building between Broad and Forsyth Streets, the dimensions are approximately feet along Broad Street, 177 .87 feet along Alabama Street. The dimensions of the Store for Homes without additions are feet north/south and feet east/west. With additions, the Store for Homes is approximately feet along Forsyth Street and feet along Jr. Drive from Forsyth Street to Spring Street viaduct. The original building employed spread footings. Pile foundations were employed on all of the subsequent additions and in the Store for Homes. A variety of materials was employed on the project, all keeping within the original color range of Indiana Limestone.

The building originally employed Indiana Limestone and a medium tan brick. The limestone is used for the diagonally cut corner at Alabama and Broad Streets, for the pilasters separating bays along Alabama and Broad and for trim around the windows. Two significant architectural details are incorporated in the facades -the corner clock and the two Broad Street entry compositions- and each is carved in limestone. The well-known Rich's clock is a circular design surrounded by a wreath motif. The two entry compositions employ rusticated surrounds with prominent keystones and unusual broken pediment motifs inspired by Francesco Borromini' s Collegio di Propaganda Fide in Rome.

The structural systems employed in the complex are reinforced concrete frames throughout, except for a steel structure used on the four-story Crystal Bridge. The RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page 3d) exterior walls are brick and limestone cladding on a reinforced concrete frame. The floors are reinforced concrete slabs. The entry doors of the building are not original and are standard bronze anodized aluminum storefront systems. The display windows have also been replaced with a more recent system and most above-entry level windows have been filled in with glass blocks on the Broad and Alabama elevations. Numerous original wood windows exist on the Forsyth side of the building.

Original lighted windows with wood frames exist only on the fifth floor in the store's management offices. All later additions employ modern aluminum storefront and window systems. The Store for Homes employs a natural finished aluminum storefront system for windows and doors. The building has flat roofs throughout the complex and a portion of the original copper cornice exists on the building, facing Forsyth Street. The remainder of this original cornice was removed when eighth floor was added in Interior The floor plans may be generally described as a typically open mercantile arrangement with unobstructed floor space. Each addition to the original building employed a slightly different bay spacing.

The original building employs a 23-foot square bay, the Store for Homes employs a 28-foot square bay system and the other additions employ a variety of regular and irregular bay systems between these two sizes. The building does not include any elegant stairs for vertical movement, instead all stairs are utilitarian fire stairs with simple balustrade treatment. The major movement system in the complex is the bank of escalators located in the building. The escalator system, added during the renovation, may be characterized as streamlined modem with smooth flowing details that characterized work of that period. The flooring, wall and ceiling finishes have been renovated numerous times in the history of the building.

A typical example is the Magnolia Room, a lunchroom well known to Atlantans, which has roughly 12-inch false walls covering the original wall surface. These new walls provide space to accommodate improved heating and cooling systems. The original base molding is all that remains intact in this important public space. The structural columns in this room are approximately 24 inches in diameter with simplified Doric derived capitals. All the originally round concrete columns in the dining room area have been transformed into square piers with the addition of wood wainscot below and mirrors above. The solitary example of original finishes in the building exists on the fifth floor, in the executive office area. These offices include a conference room, executive offices, and the "Chart Room.

Pine paneling is used in each of these rooms with RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page ~; simplified classical details. The conference room has a cornice approximately 24 inches deep. The Chart Room is an irregularly shaped room located in the diagonally cut comer detailed by the Rich's clock. This room has pedimented overdoors with cushion moldings, and recessed arches with prominent keystones. The original lighted wood windows exist only in these offices. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page Building Complex Development Narrative and Diagrams !3 The Rich's Department Store complex as it existed at the beginning of was the result of a long, almost continuous, process of addition and modification.

This narrative and the diagrams that follow briefly describe the development process and the resultant building. The primary sources of information for this outline are the existing architectural and engineering drawings that were used to construct the various pieces of the complex. (See Photographs GA-2290-99 through GA-2290-161.) Prior to construction of the building, the blocks subsequently occupied by the Rich's complex were numerous smaller buildings, 2 to 6 stories high, usually with brick load-bearing party walls. The site of the building alone was occupied by 14 different storefronts. The area immediately northwest of the site was occupied by a large railroad yard with numerous siding and freight areas. The viaducts on Spring, Forsyth and Broad streets were already built.

The first building constructed, completed in was designed by the firm of Hentz, Reid & Adler (See drawings GA-2290-1 through GA-2290-12), and consisted of a partial sub-basement, basement, first floor, mezzanine and floors 2 through 6. The exterior facing Broad and Alabama Street was an imposing design based on Italian Renaissance precedents and featured a limestone base with rusticated attached columns, a beige brick central segment with large double hung wood windows, and a generously scaled cornice made of sheet copper finished to appear to be stone. The comer at Broad Street and Alabama Street was beveled 45 and featured the famous Rich's clock. (Interestingly, the construction drawings indicate a wrought iron grille instead of the clock, which was apparently incorporated as a change).

The less imposing Forsyth Street facade was designed \vith a lesser degree of ornamentation. The Broad Street facade featured tv,:o entry poincs designed with a large limestone arch infilled with glass, and a canopy (or marquee) made of wrought and cast iron with wire glass panels. Two smaller entries were located on Alabama Street and Forsyth Street. Elaborate display windows were located on Broad and Alabama streets with back walls featuring classical omamentatioil made \vith plaster finished to look like stone. The entry vestibules were finished with dark stained wood, variegated green marble benches, and marble floors. A mezzanine above the first floor ran the entire length of the Alabama and Broad Street sides and stepped up and down over the display windows and entries.

The head room in the mezzanine was too low for usable space so it may have served mainly to promote natural ventilation. A bank of five elevators was located adjacent to the party-wall with the Atlanta Constitution building RICH'S DOWNTOWN DEPARThfENT STORE (Rich's Downtown) HABS No. GA-2290 (Page~ ~l~ ... ~.:i ~ (northwest comer of Alabama and Forsyth Streets) and featured carved wood classical columns and wire glass elevator doors. All floors in the building were concrete with cinder fill topped with a finish floor of wood. Ceilings were plaster and interior columns were finished in plaster with classical molding at top. The sub-basement level was used mainly for mechanical equipment. The basement contained retail space and a shipping and receiving area with a door to Forsyth Street.

The rest of the floors were mainly retail. There was some office space on the fifth floor and some stock space on the sixth floor. Also on the sixth floor was a restaurant and kitchen at the location of what was to become the Magnolia Room at a later date. The structure was poured-in-place concrete on spread footings. The roof was poured flat, probably to accommodate a future floor. The exterior walls were masonry with plaster on interior surfaces. Heating was provided by steam radiators. A fire sprinkler system was provided, and a sprinkler system continued to be provided in all subsequent building additions. o~o 0 ... - A . f:.REA DESICNA TION ... > A <" :c > SECTION DESICNA TJON -, n ~ J..

'-" ca- PRIMARY AREA OF CONSTRUCTION ACTIVITY ~"' '-SECONDARY AREA or CONSTRUCTION ACTIVITY "' :c ... ... " ' 0 ... 0 c 0 A > ... ALADN.IA STREET -.o"' r ~ _ > .. "> ~ 0-< ." ""' ~ ?- ... o- '"' on-<:z:"" ""' ... ::u }( () ::i:: (/) ' \ 1 - - - . - i t;1 A 0 Ul ~ l_ ~\l ~-T ' -u - --- ... - - - ;:o .., A.1 ~ z ~-oorr ;. ' 0 co () ;o ;o Vl Al 0 ~ (/) BUILDING LOCATION IN 0 -l <G ' -< -~ b ::u ' :r: ~ - - .. - - - ... I .. VI l'l "' (/) -l z -l -I ;o ;:o f'l t;1 l'l tr1 ,., ~ DOTTED LINES ' -j "Cl INDICATE a BUILDING LOCATION IN - - ... It D \._ -I I I ' ' 0 ~ tr1 ' ::i::Z ' >- () D b::I (/) (/) c ;:o 1\ UJ ( zO r ,, ~ ~ z :~ ~ ~ ~ ' CURB LINE f'l Z I, o ,i IN f () - - - f - - - - - - - - - I \ \ .:: .:: .:: .:: .:. i-.:.-. J N <D - F F1 JR. DRIV'=._ <

Hunter Stree

Tl '-=.CURil LINE IN N ~ N \0 en Fl c 0 t;1 "" J 0 10 B25 50 100 A 150 ~ 0' KEY PLAN &. LEG~ND ~I I Pl ~ (}Q ::i. G 0 ~~ "-" "-" Q VI 0 0 ... - NO,_$ Tq 1 THIS DIAGRAM: 1. OUILDING: HENTZ. REID !.. ADLER; ORAWlt~GS DATED OCT 3, < C\ ... SUD-BASEMENT, BASEMENT, FLOOR 1, MEZZANlt~E. FLOORS 2-6 > :z > (\ .. 3: 2. ST Nfl OETWEEN 1st & 2nd FLOORS ADDED IN 3. MEZZANINE ABOVE 1st FLOOR AT COLUt.lN OAY ADJACENT TO FORSYTH ST ADDED SOMETIME BETWEEN ANO ,., ::: ... .. ... o ,.. 0 ;-t :z ... B A > ... ALAON.IA STREET ... o .. ' > - -- -- - :z C\ > - - - - - - - - - - - - - - - - > o-< .C\ ~ , .' / . o- ... ... :z .. 0 ~ 1-1 () " ,' # ::c "" c.i5 ( : tj I I - I I 0 (/J 2 .- - . ' ' '- --- lJ I .. - : J- - - - - - - - - - - - - - - - - - - - - - ~- - - ..

- :0 I i' .., l ' z -- 0 0 ;IJ ' (/J ~ (/J -I -< -l ;u x f'I ~z f'I (/J -t -t t;l ;u 1 1 1 1 . rg . . . - Nd>TE 3 1 ' ' I t"' "' . ' ~ tr1 . . . . I ::c z I ''r :: I >- >-l ... .._ ... .. .. .. .. .. '"' ... .., "' .. "' ..' I .. td 'I ' >-l ' 'I zO .. ~ ~ .: .. I I' I .. a~ f I t I I () 1 I , >- - N ;:r ' I \ '-- ' - I N ~ 1.U.K. JR. DRIVE <HUNTER STREET> \() VI - 0 tj o 10 825 ~o 100 A 150 ~ ~~ AR!tA A DAT[: A=Fl I I cFQ ::i.... ~ ~ ::i '-' '-' RICH'S DOWNTOWN DEPARTMENT STORE (Rich's D6writown) HABS No. GA-2290 (Page }6) ~J7

Diagrams Pup

All.ED FEUUARY 19U ay: STE.YENS "- WILX.INSON Of GEORGIA. INC. 100 PEACHTll.EE STREET.A TLANT A.GA.30303 <o:::?' s N N ' ' w ~ c- c- ~ Q 0 ~ ~ ~ w ~ ~ ~ ~ ,., ~ @OJ r-- $2 2 ~ z 0 $2 0 F ~ u u ~ I/) V') ... QI.AO NOTES TO THIS DIAGRAM: o-<- I. ADDITION: HENTZ, REID, & ADLER: DRAWINGS DATED OCT B, 7th FLOOR ONL y ON TOP or BUILDING .,, <" 2. EXISTING PENTHOUSE INCORPORATED INTO NEW CONSTUCTION >~~ 3. NR CONDITIONING SYSTEM ADDED TO BUILDING I~~ :;n -v ~~ ,.. :Zro !: 0 0 8 A :z NOTE 2 > ... AL.ABN.lA STREET -.o"" r ... "' - - - - - - - - - - - - - - - - -- -- ";: _ _ - . > o-< ' ' ?" >"' ~ ~~ o- w n .; on-< / ,': NOTE 3 ::c /, , /.

c/5 1" ."' t1 , 0 I ' I ' Ul ' -u ;u -1 "'l z 0 ro ~ C) ;u :u (/) W#~Jffu ]::;;i.f 0 ~ (/) z -I -< b --i ,.,:o ' I ' :i: Vl t1 r'I --l --i Vl ' :u rg --i ; ('l ;u (T\ t \ fT\ -I --i :1 ' ' . . :' .. ~ tTI ... :: ::c z t-1 '. >-to (/) " - - - - - - - - - - - - .. - - - - - .J .. - - - - - - - - - - ... - _, ' r - - (/) t-1 ~ .. . --- --. -.. : zO # 1 ' 9 G; ' ' -. a~ Io I I >- I () 'I I I IV ::r IV ~ I , ': tn ' - .. ~ , ' 0 t1 - / JR. DRIVE <HUNTER STREET> ~ 0, Pl ~ 8 A R'I OQ ::J (1) rT o~O'l:>t 0 PLAN- AREA IA n DAT[: 193!i ~~1 RICH'S DOWNTOWN DEPAR1MENT STORE (Rich's Downtown) HABS No.

GA-2290 (Page~ In a seventh floor was added on top of the building, designed by Hentz, Reid & Adler (See photos GA-2290-1,5,6,7,9,10,l l, and The drawings indicate a somewhat utilitarian looking exterior of beige brick with operable wood windows and the retention of the large copper cornice on the Broad and Alabama sides of the building. The structure was poured-in-place concrete. In an air conditioning system was installed in the and buildings. The extant mezzanine above the first floor at the Forsyth Street side was probably constructed at this time to accommodate air conditioning equipment. Air conditioning systems continued to be installed in all subsequent additions. DIAGRAMS l'lUl'AlUD FEUUARY aY: STEVENS la. WILXINSON OF GEORGIA. INC.

100 l'EACHTR.EE STR.EET,ATLANTA,GA.30303 0 10 25 so 100 150 ~ C7 I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I ,,, I I IA! I I r- I I I I I I I I DAT[: i I "'" !'1 I I i I I I I I I I I II I , I I I I ,).,~~.MI t\ I I 10."i.1.S I I I I DATf.: .. NOTES TO THIS DIAGRAM: o~> 1. ADDITION: HENTZ, ADLER & SCHUTZE; DRAWINGS DATED FEO 9, < C\ ... SUB-BASEMENT, BASEMENT, FLOOR 1, MEZZANINE, FLOORS PAIHIAL FLOORS > :z > f"I l: 2. EXISTING MEZZANINE DEMOLISHED i REBUILT. ENTRY RELOCATED. FACADE MODIFIED :; )0 J. FACADE MODIFIED, CANOPY ADDED r- ... 4. ESCALATORS ADDED IN BUILDING x> 5. TUNNEL UNDER FORSYTH ST TO WAREHOUSE CONSTRUCTED "' ,.. :z ... '-"O ... a 6. EXISTING OUILDINGS OWNED OY RICH'S OY OASED ON DRAWING ;-t % 0 A > ...

AT A TL HIST CENTER DA TED 8/ ALAOAl.AA STREET ... 0 .. ,_ ~ 7. STAIRS AT Isl FLOOR MO~l~I~~ __ - - - - - - - -- ~ 1 > 0-< n /~I t I .C\ ~ ./ / : : I I \_NOTE 7 / I c/:i o - / /'/ w :z .. 0 on-< w / / " 0 y. , //. NOTE 2 NOTE 4 ~ 0 Vl ) ~ "U ' '. _ -- - - -- - -- --- - - ~- ~ z ;u ~ - - -- .. -- -- ~ - - -: -.i A z 0 w 0 0 ' ;u ;u Vl 0 tg Vl -l -< -I b ;u NOTE 5 ('I I Pl ' I ~ -I '- - - - ... - - - - -~ - :u f'1 NOTE G f'l \~ I -I I z >- o NOTE ' I to (/) : I u~J : ,_ D zO s> S1 . I O '' 87 .6' :: I a~ 'I >- I () ' N N ~ .. o I '' ' oo(/) 'I .. Io I' 'i'.tj 0 . I' ~ ~ I , (IQ ::s \ 1 f - - - - - - - - - - - - I 0 0 -- .,/ JR. DRIVE <HUNTER STREET> B A ffe\ 0 PLAN- AREA 1E DAY[: i=ld~~===~===~~r ~ RICH'S DOWNTOWN DEPARThfENT STORE (Rich's Downtown) HABS No.

GA-2290 (Page~) ~l In an addition immediately south of the building was constructed, along with a number of modifications to that building. The work was designed by Hentz, Adler & Shutze (see photos GA-2290-17 and The building contained a sub- basement, basement, first floor, mezzanine, floors 2 and 3 , and panial floors on 4 and 5. The building was a generally modernist design but featured beige brick compatible with the building. A canopy was included that extended northward across the first three column bays of the building on Broad Street and the entire Forsyth Street facade. The southern Broad Street entry of the building was moved two column bays south to the last bay of the original building, and limestone .

infill panels were installed in the arched opening above the original entry and the mezzanine windows in the two southernmost bays. The first floor and basement windows in the Forsyth Street facade were also filled with limestone. The mezzanine in the building at Broad Street was demolished between the north Broad Street entry and the south end of the building, and a new mezzanine at a lower height (allowing more headroom) was built. Escalators were installed in the building at this time. By Rich's owned several buildings on the block between Forsyth and Spring Street, which were evidently used for stock, shipping and receiving and were connected to the building via a tunnel under Forsyth Street.

The freight entry doors on the building were closed and the area on Forsyth under the canopy mentioned above was converted to display windows. The sub-basement was utilized for stock areas. but the basement and upper floors were retail space. An additional entry point was incorporated into the Forsyth Street facade. The structure \Vas poured-in-place concrete supported on steel pipe piles. The exterior walls were masonry with plaster finish on the incerior. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page~ ~ DIAGRAMS PREPARED FEUUARY SY: HE.YENS Ir. WILJ:INSON Of GEORGIA. INC. 100 PEACHTRU STRE.ET.ATLANTA.GA.30303 l a :1 0 <I ~1 I(" ~~ '" I I(" a Q -< 0 0 '<OJ ~ '.. ' . ~ - I :. }-- - ~ !

< ~ ~ 51 < Q ; 0 I- - (OB) < ~ < ,., ~ lo') 00 z r-: z ~ s 0 - Q 0 I=- e=- u u w i;.!.] V') V> RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page~ "i_) DIAGilAMS PR PAltED FUltUAltY "' WILKINSON 0, GEORGIA. INC. 100 PEACHTREE STIUtT.ATLANTA.GA.30303 I() co ~ Q IO I I ~ I ) g I ..J w z z I- 00 Ml ~ g ~ 2 0 ~ IO u ~I ~ G&J Vi RICH'S DOWNTOWN DEPARTMENT STORE .(Rich's Downtown) HABS No. GA-2290 (Page 4-a) DIACRAMS PlUJ>AlUD HUUARY aY: +f STE.YENS :., WILKINSON Of CEORCIA. INC. 100 l'EACHTitEE STREET.ATLANTA.CA.30303 Cl BROAD STREET -. / - 1- ,. t . I '' \ 'I - - -~ - - - - - - - - I I ' I ' 0 mf w I- I- <

Forsyth Street

Vl ,_ w 0 IO uw 1- -. . -. . . . -. -. . -- ,. -. z -z c: 3: >-0 w w c: 1- .. ' ~-- ' ' w w CJ U1 Vl c: a W1- < -- ,. ' ""\ I V1 I- z- ~ c: ~ 3: I- w 0< CO < I N .. I- J: ~ 1Z I- I- 0 ZU1 I w l- o z --, ' II :J ' .w c: 0.. O:::! 0 .. ' ' ' ' " """ w 2: 0 ~ I- - U1 >- wW ::i:> ~ I' I: . , , . . , .. , . , . .. ,. . . . . . . ,. . . . . . . . . . . .. .,.I I "" '" " -' c: a ~ "' >- I- c: (!) I ' I ... .. I '- ~ oui U1 :J I: .:. ,.. -,' I I I I 1 1 ~ I- z>- j: ' ' ::i 0 -1- u oc: c: wW I-c. >- <o CJ c: c: :!: oc. 0 I \ . , < 0.. ~ w c:: z \ N l.J 001 3: \ \ - - ""i - ; < U- 0z \ \ I w \ -z U1 \ '\ ~ l- 0 VI (.) (.) 0 z~ ' . . o z \ \ co 0-' : I- 5Q 5 ' \ . .'' .. CD m 0 (.) (.) ' I- z~ ~ VI ~ I- ' w uiw ~ ' ' ., .. I..

I I- -::i: x 0 ;:j I- w z 0i S?RING STREET RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page~ Sometime between and Rich's acquired an adjacent existing building at the comer of Forsyth and Dr. (then called Hunter and incorporated it into the complex:. Very little information is available on this building which was known as the "Comer Store." DIAGRAMS PREPARED FU!tUA!tY JY: STEVENS Ii. WILKINSON OF CEORC!A, INC. 100 PEACHTREE STRE!.T,ATLANTA,CA.30303 0 10 25 50 100 150 ~ ~A2 I I 'I I I }\ 1 I I I I I /7 ~ ... \," I I I I . . ~ I I I I I I I I I I I ... ~. I I I I I I . I I I I I I I I I B I "' I I IA I I I I r- : ;. ; I I I I I I DAT[: rA2 I I I Al I I I ,,J I I I I I I I I I I I I DA 44 RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No.

GA-2290 (Page ~ -1 ': DIACRAMS PREPARED 1ESRUARY l9H gy: STEVE.NS ... WILKINSON OF CEORCIA. INC. 100 !'EACHTREt STIUE.T.ATLANTA.CA.30303 NOTES TO THIS DIAGRAM: I. ADDITION: ARCHITECTS UNKNOWN: ROBERT G. LOSE, STRUCTUR.Al ENGINEER: DRAWINGS DATED DEC 14, PARTl.Al 8th FLOOR ONLY 2. EXISTING ROOF ANO PENTHOUSE 3. EXISTING PENTHOUSE INCORPORATED INTO NEW CONSTRUCTION 4. ADDITIONAL PENTHOUSE CONSTRUCTION IN 5. EXISTING BUILDING OWNED BY RICH'S BY B NOTE 4 A .ALABAMA STREET 7 -- - .. - - - :-_ :-- - - - - - - - - - - - - ~- \ / / ~/ / / / ,' .. ' . ,' I I NOTE , ,' I ( .. . . I - - - .., - I I , ... - : I .I ... ... . CD :;o ... 0 25 ... .. ... .. .. ... .. .. ... .. ... ... ... .. ... -~ .. " r - - - - - - - - - - - - - ; . . NOTE 5 NOTE 5 I . 'I I . I I I I I I ' I I I .., c I\ I I , 1 JR.

DRIVE CHUNfER STREET> J 0 10 8 25 150 ~ /A. 72 50 100 A PLAN- AREA DATE: ~ RICH'S DOWNTOWN DEPARTuIENT STORE (Rich's Downtown) HABS No. GA-2290 (Page~ ffl < $, . In an eighth floor was added to the building. The only drawings discovered are structural engineering drawings by Robert G. Lose (see photo GA- This addition was even more utilitarian in appearance than the addition but continued the use of beige brick. The drawings do not indicate the addition's oriiginal function, but the escalators did not extend to this floor, and its final use was for support functions. DIAGltAMS PREPARED FE!lltUARY STEVENS "- WILKINSON OF GEORGIA, INC. 100 PEACHTREE STREET.A TLANTA,GA.30303 0 10 25 50 100 150 ~ ~ .

.>; rr -Al I I I I I I I I' 7 I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I B I ... .,L . I I ~ I I I I I I I r- I I I I I ,-- f .~:::f~:i::~%::::::~::::: I I I I I 'td I I .. .,! n'7 t11 I I I I I I I I I I I I I I I I I I I I I I I I I I I I I , I I I I I I I I I I I B I I ... !.,~,I A I I c; I I I I I I I I I I I I I .- I ;l - NOTES TO THIS DIAGRAM: <C\ 1. ADDITION: TOOMBS t CREIGHTON, DRAWINGS DATED OCT 4, ,., SUB-BASEMENT, BASEMENT, FLOOR 1,PLAZA FLOOR, FLOORS > :z > n PARTIAL FLOOR ON 6 & 7: BRIDGE ON FLOORS TUNNEL AT BASEMENT ~ 1 ... 2. TUNNEL UNDER FORSYTH ST TO OULD~C ,., ::: ~~ J. STRUCTURAL MODIFICATIONS MADE IN BUILDING TO SUPPORT BRIDGE 4. EXISTING BUILDINGS OWNED OY RICH'S OY BASED ON PROPERTY ,., :z ... ,.. ...

o SURVEY BY FITZPATRICK, DATED REVISED ... 0 A :1 :z ... c 8 > ... ALABMIA STREET o .. >o> -- .. - - .. - - - - - - - - - - - -- ~ ... ,., -~' > 0-< ~ ,., ' ,, / >- ... ~ / ~ ?- .. / 2 OI / / e...,on-< ... / ;I ., I / , ctl / , t1 0 I .. I ' (/) . --- -- ' ' - - - - - J .. - .. - - - .: A ;o ~ z CD () 0 ;o XI 0 (/) (/) -1 NOTE 1 -< ~ -1 :u Pl r 1 -1 L~J _ . :i: Ul -1 ;u I ~ . . - f'l .- f'l -1 Ncl>TE 2 ~ ~ NOTE J D ~~ td Cll ~ zO ~ .. "' NOTE 4 p ~ "' NOTE 4 "! c ~' I N N \O V> I 0 t1 JR. DRIVE I <HUNTER srnEETl -;a 0 -c B A IA ~~ 0~ DAT[: o~O~ ~ PLAN- AREA [)) ~' ::s RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page 48) saw the start of construction on the "Store for Homes" located on the west corner of Forsyth and Jr.

Drive (then called Hunter Street)--the largest addition at one time in the history of the complex. The architects were Toombs & Creighton (see photos GA-2290-136 through The building contained a sub-basement, basement (which aligned vertically with the sub-basement level of the store), fust floor, plaza floor (which aligned with a future plaza area on Spring Street), floors 2 through 5 and partial floors on 6 and 7 and was connected back to the original complex by a glass walled bridge on floors 2 through 5. This building was an early example of modernist design in Atlanta. The Forsyth Street facade, the bridge and the west facade were finished with a glass-and-aluminum curtainwall system, and an elaborate curved support rail system for a window-washing car was installed on the roof.

The Drive and north facades featured an undulating brick treatment - the brick was a beige color similar to the previous buildings across Forsyth Street. The warehouse buildings which occupied the site were in effect replaced by equivalent area on the lower levels of the new building, and a new tunnel under Forsyth Street was built to facilitate better communication with the original buildings (now known as the "Store for Fashion"). The upper levels were mainly retail space with an entry located on Forsyth Street. The structure was poured-in-place concrete on pilings, except for the bridge, which was steel. The exterior walls were either curtainwall or masonry finished with plaster on the interior. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No.

GA-2290 (Page ~ !.b DIAGRAMS Plt!PAUO FURUAU aY: STE.YENS &.. WILKINSON OP GEORGIA. INC. 100 PEACHTRU STRU. T.ATLANTA.GA.30303 ....aJ Q r- I I ~ t:O n co 9 v ~ !; .~ I:: I(') ~ ~ ~ Q ~ ~ ~ c. ~ l< t< ~ ~ !~~~is~ ~. :: ~-; ~"' '" ~ ,- c. - :" '" ~~ x: .. ... g '" " . " ~~ ~ ~ ~ u en 2 0 R u: Q N ~ Q Q u ~ V') I () '-" D NOTES TO THIS DIAGRAM: 0 ... .,. < C\ 1. ADDITION: STEVENS t WILKINSON: DRAWINGS DATED OCT 16, SUB-BASEMENT, BASEMENT, FLOOR I, MEZZANINE. FLOORS 2-5 ... > z > n 2. PARTIAL FOURTH t. FIFTH FLOORS ADDED ON TOP OF BUILDING "' 3. NEW CANOPY ADDED EXTENDING TO FIRST BAY OF 192 4 BUILDING ::: ~:: DISPLAY WINDOWS MODIFIED 4. EXISTING BUILDINGS OWNED BY RICH'S BY - ,.. o ... 0 A :-t 2 c 8 ... "' > 0 .. - ALAOAJ.lA STREET r- ~ I - > -. - - - - -r- - - t I - "> I '\ ;!

0-< .,- I : ,,- . "' ~ ""' / ... .-- "., / ... ~ o - .. 1-4 ,," /~ . on-< w ,, " / , ' g ,, , ,' u3 tJ I 1 .. \ ~ 0 - - - -: I Ul A u - - - - .. - - - - - J. - - - - - - - ~ ;u ! \ ___ : ': .,, ~ z 0 OJ () ;u :u V1 0 NOTE 2 .: -< -l l5 _\ I I ;u f') . Vl ~ . - - --- -- , -l V1 -; :u G . ;u f'l "' I ~ n ; ~ 3 D NO TE 4 1- -- -- --- ~~ :::1:i ~ :I! ~ : -- -- I ~ (/) (/) NOTE 1 .h zO ~I D ? ~ NOTE 4 1/ I C)~ ;:i>- I- ' - --- I 0 ~ NOH 4 N ' I N _, __ _ tll \ ,, JR. DRIVE I (HUNTER STREET> ' OtJ -"" -;;:i 0 B A Pl :i:: -c - tfe\ ()Q 0 ~ DATE: PLAN- AR.EA IE or=\~J=~====F=~i .- \!i{I ~ ~o~ RICH'S DOWNfOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page ~ .IJ~l.- .,,,u" In work was begun on the Store for Men, located on Broad St. adjacent to the building.

The architects were Stevens & Wilkinson (see photos GA-2290-150 through and the interiors were designed by the New York interior designer Elanor LeMaire. The building contained a sub-basement, a basement, first floor, mezzanine and floors 2 through 5. The exterior and interior design of this addition were also modernist in character. The Broad Street facade was glass curtainwall and a new entry was built featuring a sloped luminous ceiling and perforated metal guardrails with wood trim. The mezzanine in the building was partially demolished to create one large interior space and a new mezzanine was connected into the remaining existing mezzanine.

The canopies extending up to the building were also modified at this time, including the addition of partial floors on top of the building, with a beige brick exterior to match. A photograph taken at this time indicates that the copper cornice on the building had been removed and the original wood windows had been replaced with glass block. The drawings indicate that the sub-basement through the second floor to be retail and, the fifth floor support space, but no information was discovered describing floors 3 and 4. The structure was poured-in-place concrete on piles. The exterior walls were curtainwall or beige brick masonry. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page )l) ' DIAGRAMS PREPARED fE&RUAltY av: co ~ STEVENS k WILKINSON OP GEOltGIA. INC.

g 100 PEACHTREE STREE.T.ATLANTA.GA.30303 ~ I 8 - - ' ~ s: ~ .~ ~ Ii I(') ~ 52 ,_ 'D - = . ;. ~ :; ; = ; .- . ~ ~ ~ ! i ~ ._ ~ N (0 ~ g 9 I ; .. 'Q IA 0 NOTES TO THIS DIAGRAM: o-<- 1. ADDITION: STEVENS 8. WILKINSON: DRAWINGS DATED rm 24, SUD-BASEMENT, OASEMENT. FLOOR I, ROOF PARKING DECK 2. EXISTING OUILDINC INCORPORATED IN STORE n ... 3. ENTRY INTO WEST SIDE or BUILDING CONSTRUCTED 4. EXISTING OUILDING OWNED OY RICH'S BY Cl ... o c 8 A :-' z > ... ALAflM.1A STREET ... o .. --- -- (\ ~ -~\ ~ ~- - o-< . ,.. / I t ( \ (\~ ,/' / I I I / ,/" : ," ' / ' : .: , / I I .: .: I ... o :z: - .. / ,' ' on-< w ~::i:: / , '' . '' '' /, , ' ' .. . ul ,' tJ ,' 0 ( 1 I I - U1 ' . - J ~ -u . . : ;:o z .. -. ~ A w ~ ' 0 ;:o 0 ' ;o . U1 0 U1 ' ' ...::u ::i: El ~ tJ f') VI r 1 U1 ...

-i ;:o -i I., - Pl .' ;o Pl r'1 -i r'1 -i .r- _ ' B tt1 ' . I) E ~ D ~~ ~~~ ~~ D ~~ to (/l : : tti:~:i~ I :, __ -- (/l zO NOTE J !=' ~ c Cl~ NCbTE 4 I () N ::r N ~ I ; : I \ - .. - .. JR. DRIVE I CHUNTER STREET> ' 0 ~o - c 8 R\ A ~~ PLAN- AREA f c(G DATJE.: Oftd~~:::::::::::~====~i ~ ~~~ '-' RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page ~ OIACIUMS PIHl'AHO FEUUAIH !IY: STE.YENS l&. WILKINSON OF CEORCIA. INC. 100 l'EACHTREE STRHT.ATLANTA.GA.30l0l a BROAD STREET LU l- o2 <D .!- V1 c: co ;~ 0 0 _J u.. m m 1-" z w 0 :::E w V1 < CJ FORSYTH STREET 0 ~ l- ..-i w WI e:: 1- .. r - !- w w u (/1 e:: w I- 0 < 0 w ~ c: w I- CJ I < < I- z 0 -:i_ I :J V1 '-' u u 0 z w 3: .. ' < c: 0 0 ID I I: I: . .." '" e:: a ci ' z ~ -, 0 >- 1: ~ " _ ~ V1 "' en ' I: -- < ~ _J 3: uj: V1 ..

_J =i Q ..:I c:: V1 >- z CJ :E w < > 0 w w ~ w \,J >- z l- V1 3:: o 0 z \ 0 u (.) \ V'I wz a Ci \ :I: _J '-' I- 0 z 5 en '\ ' ' , - - . I- ~ ' ' ' 0.. j:: V'I U.I 0 (/1 ' ' ''' I- <D ~ x w 0 z _J t"i SPRING STREET 0 RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page,a-s') In a three-story addition was constructed on the west side of the Store for Homes extending to the Spring Street viaduct. The architects were Stevens & Wilkinson. The exterior was all below the viaduct level and was utilitarian in appearance. The building replaced several existing warehouse buildings and contained a new truck dock facility and storage space, completing the trend established in for service and freight areas to be located on the west side of the site.

The first set of drawings indicated a built-up roof on top, but a later drawing shows what was actually built, a rooftop parking deck accessed from Spring Street. A western entry to the Store for Homes was also constructed. The drawings show the area under the Drive viaduct used as unenclosed trash and truck areas, but at some later date, this area was enclosed and continued to be used for the same purpose. An existing building on Spring Street (constructed around was connected with a tunnel at the basement level. The structure was poured-in-place concrete. In work was started on a parking deck attached to the north side of the Store for Homes.

Architects were Stevens & Wilkinson (see Photos GA-2290-156 through The deck was part of an effort to counter competition from suburban malls and featured a spiral exit ramp. Vehicular access was from Forsyth and Alabama Streets and shoppers could enter directly into the Store for Homes from each level. Access to the rooftop parking deck on top of the building was also provided. The structure was poured-in-place concrete, as were all subsequent parking deck additions. .. o -o_.._ o,..> "' " ... :z > ~ ... 3: :x: ,. ... i= ... - ,.. ;: 1< > "' "'::i: ... ... ... o I ... o In., I :z ~o: uoe 1 .- ... i:: - >"> ::i: ~~, .y. .. ,, x.- . ~ II ~~: I"<! "'' Li' " g l't t -~ .>- ~ .. . '\ ~I~~; 0 :z .. ctl ~ ... -~~ ... :. _,_ o .. - w t1 0 ~ SECTION ( AREA fHJ DA TE: ~ ~ t1 rg II 71h Wo.ttt 111 .

l"" ..- ~ Ill ., ~~ Oh llOI II td ~ l<d IOI -" boJ I07 r. .. " J.) 10fi2_0 I Pl. ' ' 61 I ~~ R; B.. IO' .II W"- I E i; 5 a~ .. ;:i> ~ I (} I N ~ \0 en 150 0 t1 -;a 0 o K> 2~ 5o m 150 SECTION D AREA f DATE: ~ ~ (1) ~ ~l RICH'S DOWNTOWN DEPARTulENT STORE (Rich's Downtown) HABS No. GA-2290 (Page 91) ~, /:- DIAGllAMS PUPARCD FEUUAU ay: SHVENS "- WILKINSON OF GEORGIA, INC. 100 PEACHTREE STREET,ATLANTA,GA.lOJOl a BRO.AD STREET l N tO ~ CJ C'i u w a FORSYTH STREET :J c:: :c I- 1- co w ;:: w N > c:: 1- w w c:: (/l I 0 I- z <( (/l a w ~ c:: w CJ I- <( I- <( a (/l z. ."' ~. 0 z 2 (.) u "' u N z ' w """ '' 3<( > c:: ... , ... - I " E a N <O '" a z S! ... " "" ci I!.&.) 0 Q-- (/l >- Cl I~- - - - - - - - I ~ ~ ... - : - - _J 0 _J (fl -, ::E ~ G ' ..l E (/l >- ~ z Cl w < > a 0:: w w Q I- tO z < (/l .!.

3: 0 \ 0 trl Uc:: (.) \ VI WO ~ \ 00 a ::i: (.) _J _J ~ I- 0 zl.i.. 5 en c:: z (.) ' . . I- <( w a..::;,; ~ '' VI N trl ~ w I- '' I.LI I- 0 tO <( ~CJ x w -- z <'i a l o_._ NOTES TO THIS DIAGRAM: 0 ... > .,.<O I. ADDITION: STEVENS t. WILKINSON: DRAWINGS DATED DEC 31, PLAZA FLOOR, FLOORS >Z> ALL

Floors on Top

Of BUILDING n 2. EXISTING BUILDING OWNED BY RICH'S OY .,. ~ . ;:: !; ... ,. > . ... ... " ' 0 ... 0 c 8 A ALABAMA STREET ~o;:: ... c: - - - - - - - - - -- > C\ > .. ~' C\ C\ ~ > - ... ?' ~ Oz111 ... n-< 0 n ,' ... /. ,' J ctl t:1 i' ' . 0 1- Ul . . -u -~ ._ - ... _ . ~ z Cil -. 0 A () ;u . H ;u Vl 0 Ul ~<: -t G -< -l tJ z ::u I VI t:1 -l -i Vl :u -l ~ :u l'l : -------i--- 11 I ~ (TJ -l - l}l D I I t I _ '. - - ,- - - - - . - - . I~ I 11 l~_IJ_J_J - ::c z o u_I - - - :, >- to (I) .. (I) , ' . F D E c ~~ a~ ' 1 - ;:i> I () NOTEl2 N N ~ ' . - - - - - - - - - - - - \0 ti> \ &. . . . . . . . . . . . - ... I JR. DRIVE <HUNTER STREET> 0 t1 ~o c A 0 10 B25 50 100 150 G cFQ ~ ~ P'LAN- AREA~~ DAT[: ~ . ~ 0 - ~ IL'. di';) RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No.

GA-2290 (Page The parking deck was expanded northward starting in The architects were Stevens & Wilkinson (see photos GA-2290-160). Cars from this deck also exited onto the spiral ramp. Alabama Street was widened by one lane at this time to improve access. In work was started on a sixth floor addition on top of the service building immediately to the west of the Store for Homes. This addition was designed by Stevens & Wilkinson and added retail space. The exterior was clad in beige brick and featured vertical elements (louvers and brick reveals) that, while not mimicking the building, created a similar proportional system. The structure was poured-in- place concrete and the column grid extended that of the building to allow for large, unobstructed interior spaces.

RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page~) ii' 5 DIAGitAMS PREPAUO FE&RUARY "- Wit.KINSON Of CiEORGIA. INC. 100 PEACHTREE ST REE T.ATLANTA.GA.30303 ~I I UL J L&l . - al ~ ~I I: U") g ~ - 't::i ; l - = :1 - ; = . = ! -., .;. - !! ~ :? ~ ~ ~ " ~ J - - 6 M ... ::; IU1a __ ~l o "'O NOTES TO THIS DIAGRAM: 0 ... - ... > C\ < ,.. 1. PARKING DECK ADDITION: STEVENS " WILKINSON: DRAWINGS DATED 5. rrn >2> FLOORS 7-8 ON TOP OF ANO PARKING DECKS n ,,. 2. EXISTING BUILDING MODIFIED: STEVENS r.. WILKINSON: DRAWINGS DATED JULY 13, 1.3'-I" REMOVED FROM SOUTH SIDE TO ALLOW FOR STREET WIDENING, BOTH ELEVAflONS RECLAD 3. EXISTING BUILDING DEMOLISHED FOR STREET WIDENING. PARK INSTALLED JN ... "' :z ... 4.

BRIDGES FROM RAMP TO SPRING ST VIADUCT ADDED AS PART OF WORK :::oc C 8 A ;-c :z ... > ... ALABAMA STREET ... o .. r- ~ - - - - - - - - 1- - - - - - - - - > o> :z ... "' ;! 0-< .C\ - . >"' C? ... o :z- .. () on-< w :r: en t) 0 VI I ' "U ::0 z m ~ 0 <;) 0 ::0 ::0 0 VI A U\ z~ -1 II G -< -I b ;I) t) (') :i: Vl 1 1 -I -1 VI ::0 ~ : JIJ.J7' \. -1 I .. .,. Pl : ""-NOTE I ~ Pl -I r- ~ '' ' '' Il tT1 ~z D I , I ~ {/) ow li _ ,' ' {/) zO D E ~ ~ I '' c a~ ' ;p. I 0 N ::r . --- - NOTE 2 NOTE! 3 N ~ I I I I: I \ ' 0 ent1 JR. DRIV~ <HUNTER STREET> -;a 0 Pl ~ c 8 A {JQ ::l 0 0 8 !'LAN- AREA H~ ]] DATE.: Ftf-=~===~~i ~ ~, "Q\ ~ "~ .~ ::l . RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page~) DIAGRAMS PREPARED FEBRUARY ay: STEVENS :.. WILKINSON OF GEORGIA. INC.

100 PEACHTREE STREET,ATLANTA.GA.30303 0 BROAD STREET ! __ --- <( . <D N Vl 0 I , c:: 0 I , 0 CJ Cil"' I I Q 0 ~ J 0 FORSYTH STREET <( N <( >- - , -- ... - -.. --- ... a.. w w I- <D c:: w <D >- w ~ Vl c:: >- - N <( I Vl ~ I I C:: w ,~ Cil <( >- z a <i. ' ' ' I w >- . \0 <( ' w . u 0 ' ' 1 I I II > Vl u t ... , ... " ' I I I ,1 ' a c: z 3: I' I: """ b>J <( c:: <-' I: ' ' '' --- '" '- ~ c- ::~ I : ' I " ' " ' " ' " ' " ' " " " ' 1' ' _ _ _ _ _ __J zo I -' ::i 0 Vl- I ~$ I CJ :E 3:~ -< ~ .., u.. viO ''- ... -~ .. J'' < ~a.. >0 ' Cl w>- . \ >- VI VlZ ~ \ :r: z.. 0 a) Q I ~ OVl - c:: 0 t:o t- Oo VI ~ c:: <D t- 0 ~~ z SPRING STREET 0 RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No.

GA-2290 (Page~ ~:~ In two floors were added on top of the and parking decks, and a bridge from the spiral ramp to the Spring Street viaduct were added. The architects were Stevens & Wilkinson. At about this time Drive was widened and the "Comer Store" building was modified to remove the southernmost 13 feet and both the and Forsyth facades were reclad with beige brick to make them consistent with the other buildings. In another sixth floor addition was added on top of the service building to the west of the earlier construction. The architects were Stevens & Wilkinson. This construction brought the Store for Homes almost all the way to Spring Street--only a small landscaped plaza was left.

The exterior was, once again, beige brick and designed to be compatible with the building and the addition. The structure was cast-in-place concrete. 0: "'0 0 -i- ro> < (\ >Z> n ~,. ~ fTI ... . - 1.. "" I ' ~ :: 0 tJ ~ ;-t z ... ,._If')'> I I I > ... n l]n .,..o"" - ::c l mo I a ., " .. r ~ A<"'~ ~ :.ov ~ > (\ > en :z: ,.. 1'> i-4 0-< 1. . 10, 11 - ~ tJ T "" .. . A (\ 0 - I I - >-' . >' IH I - 10' ... - o l on-< w I n ~ <: z SIE.CTION ( AREA n/] nDAY[: tJ tT1 6 TH FLOOR ADDED ::c z ~ > 1-j i __ LI_N~~WN DATE to (/) (/) 1-j I ~ zo fJ ~ ~ a~ > I (") N N ~ I ~ B .., ' 0 tJ(I) 1 ~.5 103UI 111 -;a 0 I III I 1?i Pl ~ (JQ ::I I I I ~ I I I ii I I I I I f 1 ,~ ell 150 0 AREA DATE: 0 10 25 50 IX> 150 $~1 SECTION D f ._2 ~ NOTES TO THIS DI.AGRAM: 0 _,_ 0 ... > 1.

.ADDITION: STEVENS & WILKINSON; DRAWINGS DATED JAN 16, BASEMENT, PLAZA AT STREET LEVEL <" :C> n 2. 6th FLOOR ADDED ON TOP OF AREAS 8 & E AT UNl<NOWN DATE, NO DRAWINGS DOCUMENTING THIS WORK HAVE BEEN DISCOVERED "' ... ::: ~~ IA~:: _, - "' "' ... :z ... 0 A ;-i z ... c 8 ~ > ... ALABAMA STREET --t r- ~ 58 O' > ~1 :z "> ... "' ;! 0-< ~ ." NOTE ::! Ze11 ~::i:: on-< w . : .. = IK __/ en t1 0 .. 1-' (/) lJ :;o - ... -: "T) ~ z 0 I CD '1 ;o ;o A I 0 (/) H Vl ~ -t G -< I ;lJ --l ~ I f'l .., I" :r: (/) f'l I --l -l Vl ;o --l I ;o fT1 fT1 I . fT1 -I F --l I I I ' -- ' I D ::i::~ (/) I r; .. ' ' NOTE 2 zO ' p ~ ' ID a~ I () ' N ::r . N ~ \{) V> I ' 0 t1 \ ' - - - - -I- - - - - - - - - " '- - - - - - I - - - - - - I - _, JR.

DRIVE <HUNTER STREET> '>=a 0 ~ ~ c (JQ ::J 8 A tA 0 8 PLAN- AREA ~{ DATE: Fii=-l:===:f====~i ~ ::J . RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown), HABS No. GA-2290 (Page~) In a single-story addition was made on the site of the old Atlanta Constitution building (the northeast comer of Forsyth and Alabama Street). The architects were Stevens & Wilkinson (see photos GA-2290-161). This project was evidently intended to enhance this very visible comer and the poured-in-place structure was designed to accept a multi-story addition on top. The top was a few feet above the Alabama Street level and served as a small park with planters and seating. The floor area, which aligned with the basement of the building, was used for office space. This was the last large addition made to the complex.

When the Urban Walls program was begun in Atlanta a large mural design by artist Vincejia Blount was painted on the party walls of the old Constitution building that were left when that building was razed. DIAGRAMS PREPARED FEaRUAR Y aY: STEVENS r.. WILKINSON OF GEORGIA. INC. 100 PEACHTREE STREE.T.ATLANTA.GA.30303 0 10 25 50 100 150 ~ 6TH FLOOR ADDED AT UNKNOWN DAT~~ ~ I I I I I n I I I I I r ,J I A2 I I I I I I I A1 I I I I I I I I I I I I , I I kt 1 \ I I I I I I B I I I A I I I I I I I I I I rK I I I I DA Tit: 0 - ... > C\ ... < ,.. > Z> (\ l: BASEMENT :~~ PLAZA :: 0 0 ;i z .._ > ... ALABAMA STREET ... o .. -- -- r ~:; / > C\ > z ~ ;! 0-< ' "-- I.A .~ ' . >' ~ o - ..

(J J K 0 w" ::c BASEMENT !-" c.n FLOORS 1-8 ~ d N A ~' ~ - SUB-BASEME NT 0 I - - BASEMENT (/) -0 FLOOR 1 :0 ~ z H MEZZANINE ro Cl 0 :0 OASEMENT ;o ~ G Vl FLOORS 2- 0 (/) ~ z OASEMENT FLOORS 1-8 a -< I.A --l PART FL 8 ~ :0 - a d f'l FLOORS 1-5 ' I Vl f'\ ot --l Vl "' ;u ~ -I ;o M N f'l suo BASEMENT r1 -I - f'l !"' --l BAS MENT "' '! "! FLO )R 1 SUB-BA' EMENl ~ MEZ 7 AfJINE BASEMEt n tr1 f SUB-BASEMENT FLO )RS 2-6 FLOOR I _j D Dl ~ (/) SUB-BASEMENT BASEMENT MEZZANI NE (/) FLOOR 1 la ~LOO RS 2-6 BASEMENT FLOOR I PLAZA FLOOR c IE 00 ()> ~~ PLAZA FLOOR FLOORS 2-6 a SUB- 3ASEMEN1 00 <11 . "' Cl~ FLOORS 2-6 PART FL 7-8 BASE MENT --1 ... I (') - FLOC R 1 N ~ N ~ '"' ' Otj Vl <HUNTER STREETl JR.

DRIVE ~o - Pl ~ - c 8 A - IA (JQ G 0 flNAl CONFIGU~ATION IN ~ ~1 RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page~) ' .,, v Interior Modifications Given the nature of the retail business, department stores' interiors tend to be modified, updated and revised on a regular basis, and this is what happened to almost all portions of the Rich's complex. The interior modifications appear to have begun as early as and the last major renovation occurred in the early By almost all interior areas had been modified. The major elements which had not been significantly modified were: A group of wood paneled offices on the fifth floor of the building. These offices were used as executive offices from the outset until the building was vacated.

Some areas of plaster ceiling in the building that were later concealed by dropped-in ceilings. Most fire stairs (including those in the building), most freight elevators, and most escalators. Portions of the entry to the building. Summary The building complex development of the downtown Rich's store was characterized by several trends: The piecemeal addition of new buildings over a long period of time based on the incremental acquisition of property. The building configurations were based on preexisting property lines. The gradual relocation of freight areas to the west of the complex accessed from under the Spring St. viaduct. The connection of the two blocks with tunnels and a 4-story bridge building that contained retail space.

The use of beige brick or concrete in colors consistent with the original building as a means of unifying the separate buildings into one complex. A consistent effort to build in the latest style with the most technologically advanced systems. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page..~) A continued tendency to design buildings to accept vertical additions. With the continued shift away from downtown shopping in favor of suburban locations, the need for the amount of square footage represented by the downtown store disappeared.

Additionally, the central shipping area that served the suburban stores from the downtown location was moved to a more efficient suburban warehouse in the The functional utilization of interior spaces went through some transformations until, in the early a large portion of the Store for Homes was leased out to the Fulton County Government and other individual lessees. Fulton County moved out into its own space, and then, in the decision was made to close the downtown store. The building was vacated by Spring of except for some continued storage use and the continued use of the parking decks by downtown workers. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page

Part Iv. Bibliography

Primary Documents: City Council Minute Book 43, 17 December Rich's, Inc. File, Atlanta History Center, Atlanta, Ga. ''Facts About Rich's." October Richard H. Rich Papers, Accession# Series III, Box 35, Folder 22, Emory University Special Collections. "Intra-Store Memo from E.L. Harling." 2 September Richard H. Rich Papers, Accession# Series III, Box 37, Folder 19, Emory University Special Collections. "Jesse Hill, Jr. to Richard H. Rich." 30 August Richard H. Rich Papers, Accession# Series III, Box 37, Folder 2, Emory University Special Collections. "John Wesley Dobbs to Rich's Inc." 16 September Richard H. Rich Papers, Accession# Series III, Box 37, Folder 2, Emory University Special Collections. "Memo from O.R. Strauss." 13 March Richard H.

Rich Papers, Accession# Series Ill, Box 37, Folder 17, Emory University Special Collections. Eliza Paschall to Richard Rich." 21 December Richard H. Rich Papers, Accession # 57 5, Series III, Box 37, Folder 3, Emory University Special Collections. Jewel Simon and Margaret Young, Atlanta Chapter Jack and Jill of America, Inc. to Rich's Inc." 14 April Richard H. Rich Papers, Accession # Series III, Box 37, Folder 1, Emory University Special Collections. "News Release, 7 March Richard H. Rich Papers, Accession# Series III, Box 37, Folder 4, Emory University Special Collections. ''Rev. D. E. King to Richard Rich." 23 October Richard H. Rich Papers, Accession# Series III, Box 37, Folder 2, Emory University Special Collections. RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No.

GA-2290 (Page 1f) ''Rev. Borders, Chairman Student-Adult Liaison Committee and Lonnie C. King, Chairman Committee on Appeal for Human Rights to Downtown Merchants & Shopping Centers." 29 November Richard H. Rich Papers, Accession# Series III, Box 37, Folder 3, Emory University Special Collections. "Revised Agreement, Stevens & Wilkinson to Rich's Inc 15 August Richard H. Rich Papers, Accession# Series III, Box 37, Folder 11, Emory University Special Collections. ''Richard H. Rich to Dolores M. Robinson." 19 June Richard H. Rich Papers. Accession# Series III, Box 37, Folder 1, Emory University Special Collections. ''Richard H. Rich to Jesse Hill, 1 September Richard H. Rich Papers, Accession# Series III, Box 37, Folder 2, Emory University Special Collections.

"Richard Rich to Lonnie King." 10 August Richard H. Rich Papers, Accession# Series Ill, Box 37, Folder 2, Emory University Special Collections. ''Rich's Inc. Proxy Statement for Special Meeting of Stockholders to be held 25 October pp. Rich's, Inc. File at the Atlanta History Center. "Stevens & Wilkinson to Rich's Inc." 20 March Richard H. Rich Papers, Accession# Series III, Box 37, Folder 7, Emory University Special Collections. Publications: Atlanta Constitution, 24 December 11 March 30 August 5 April 2 October p lD; 13 November 17 December plE: 16 January p lC; 18 April p. Al; Atlanta Journal, 24 December 30 November 26 January 10 April 1 May 17 June 16 September p. lB; 7 October 16 October p. lE; Atlanta Journal-Constitution, 3 November 13 July 7 January p.

40: 17 April 15 August 21 August 18 April p. Cl, CS; The City Builder Vol. VII, No. 4, (June RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page)~ Goodenough, Louis. "Rich's Buyers Get Set for the Opening." Retailing Home Furnishings 19 July Milkey, Herbert C. "Rich's Expansion Program." Georgia Engineer Vol. V, No. 9 (November . . Richard H. Rich Papers, Series III, Box 37, Folders 16 and 17, Emory University Special Collections. New York Times, 2 May Rich Bits. Vol B-II, No. 4, September Christmas Christmas Christmas Christmas Christmas April Jan Feb Richard H. Rich Papers, Series III, Box 47, Folders 2, 7, 8, 9, 16, 18, 25, Box 48, Folders 11, 12, Emory University Special Collections. Secondary Baker, Henry Givens.

Rich's of Atlanta: The Story of a Store Since Atlanta: University of Georgia, Branch, Taylor. Parting the Waters: America in the King Years New York: Simon and Schuster, EDAW, Inc. Historic Resources Case Report. Atlanta Federal Center, Atlanta: EDAW, Inc., Frieden, Bernard J., and Lynne B. Sagalyn. Downtown. Inc.: How America Rebuilds Cities. Cambridge, Mass: The MIT Press, Gunther Barth, Gunther. "The Department Store."In American Life, American People. Vol. II. New York: Harcourt Brace Jovanovich, Historic Preservation Consulting. Cultural Resources Assessment for the Proposed Federal Center, Atlanta, Georgia, Atlanta: Historic Preservation Consulting, Joel, Richard. "A Brief History of Rich's." Atlanta Historical Bulletin Vol. VII, No. 27 (April Latimer, J. H.

"As I Remember." Rich Bits Vol III, No. 9. (May Richard H. Rich Papers, Accession# Series III, Box 47, Folder 1, Emory University Special Collections. Oppenheimer, Martin. The Sit-In Movement of Brooklyn, Carlson Publishing Inc., RICH'S DOWNTOWN DEPARTMENT STORE (Rich's Downtown) HABS No. GA-2290 (Page i' ' Sibley, Celestine. Dear Store: An Affectionate Portrait of Rich's. Reprint, Atlanta: Peachtree Publishers, ADDENDUM TO: HABS GA-2290 RICH'S DOWNTOWN DEPARTMENT STORE GA-2290 {Rich's Downtown} 45 Broad Street Atlanta Fulton County Georgia FIELD RECORDS HISTORIC AMERICAN BUILDINGS SURVEY SOUTHEAST REGIONAL OFFICE National Park Service U.S. Department of the Interior 100 Alabama St. NW Atlanta, GA