“Conceived in adversity during a period when the national government threatened to deprive the entire country of the privilege of owning a home, because of conditions of scarcity incidental to World War II,” HBAGC or the Metropolitan Chicago Home Builders Association as it was known at the time, became “One of the fast-growing and most potent industrial organizations in the country.”
– Martin C. Huggett – Executive Vice President 1951
It was 1939. That September Germany invaded Poland, and a mere two days later Britain, France, Australia and New Zealand declared war on Germany.
It was also the year George F. Nixon became the first president of the newly formed Metropolitan Chicago Home Builders Association (MCHBA). A builder and developer in Chicagoland since 1913, Nixon had, during his illustrious career, purchased and sold more than 5,000 acres of fully developed properties in greater Chicago. He had held past presidencies in local real estate associations such as the Chicago Real Estate Board and the Illinois Association of Real Estate Boards.
As the first president of MCHBA, Nixon’s foremost challenge certainly would have been membership, convincing local homebuilders (small one-man operations) and construction firms to join the alliance and form a united voice to face the challenges within the industry.
With Europe at war the fabric of the Chicago landscape was changing. Manufacturing plants were refitted to make military equipment. Men were enlisting overseas. Jobs were being created. The soon-to-follow attack on Pearl Harbor fast-tracked all these changes.
HOUSING FOR WAR WORKERS
The MCHBA’s 1942 annual meeting and board of directors elections were held at 666 Lake Shore Drive, the site of the Furniture Mart. Joseph E. Merrion of Merrion & Company became the second president. John R. Lewis and Thomas Buckley were appointed vice presidents. Fred J. Walsh was named treasurer, and Owen McCabe, secretary. Directors Martin Braun, Charles E. Joern, Irvin Blietz, John Cummings Lindhop and past president George F. Nixon completed the board. After the meeting Kroehler Manufacturing Company hosted the new board members and gave them a tour of a victory home model that had been erected within the Furniture Mart. Merrion’s company worked diligently for the war effort by constructing housing near Chicago factories at a record pace; he is reported to having promised to build “a house per day” near the Calumet industrial area.
That’s Interesting! If 666 Lake Shore Drive is not familiar to you, you can point a finger to Playboy Corp who insisted that the street number be changed before they signed the Lease – ‘Hef’ perhaps not a fan of the symbolism of such a number, and so 680 came to be.
But in 1942 a federal agency, the War Production Board, which held supreme powers over any defense production, imposed a limit of 3,000 privately built homes for Chicago war workers. (One example of a military-built neighborhood is Chrysler Village, near Midway Airport and the Clearing Industrial District; it was constructed in 1943 to house the Chrysler Defense Plant workers who built B29 bomber engines. The area is now known as Ford City.)
That’s Interesting! When the War Production Board sets civilian-production quotas, it isn’t fooling. TheHurley Machine division of Chicago’s Electric HouseholdUtilities Corp. Ordered to make only 44,000 washing and ironing machines last fall, said WPB, Hurley made 76,000 instead. The penalty, imposed by WPB last week: complete shutdown of production for six months. Time Magazine Feb 1952.
The War Production Board’s ruling did not sit well with the MCHBA executives and board. Director Braun strongly argued against it, saying, “Chicago wants no war workers living in trailers, camps, tents, shacks or barracks. There is no necessity for government agencies to undertake the building of shelters … The homebuilders of Chicago will assume this responsibility.” Many builder associations argued in Washington for a larger quota for privately built homes. Martin Huggett, who would eventually become the executive secretary of the MCHBA, likened the experience to “a voice calling in the wilderness.” He stated, “…. Yet much was finally accomplished through persistence and untiring effort.” (A few years later, when Merrion became president of the National Association of Home Builders, he continued to lobby the government to ensure that living quarters for war workers be built by local homebuilders.)
By March 1943 it was estimated that Chicago would require 284,000 additional workers through the next year to meet job demands. In order to realistically achieve those numbers, the Regional Director of the War Manpower Commission told the Chicago Retail Merchants Association that 188,500 women needed – and should be willing and available – to report to work, filling the jobs vacated by Chicago menfolk and the new jobs that were created to win the war.
That’s Interesting! During these war years the city’s varied industrial base produced 24 billion dollars of war goods and in excess of 1,400 companies participated. Half of the electronics used in the war was produced from 60 local plants (Western Electric). Aircraft plants employed 100,000 workers alone. It is estimated that 120,000 African and Japanese Americans moved to Chicago for war jobs. Chicago was only second to Detroit in producing weapons.
In 1944 the association changed its name to the Chicago Metropolitan Home Builders Association. Perhaps the wisdom of having Chicago appear first in the yellow pages was the only reason for the change. In the same time frame association past president Merrion, still lobbying against the War Production Board, stated that private enterprise could build two million homes, if only public housing advocates would “get out of the way.” In 1944 John Cummings Lindhop took over the executive chair, and his board and members carried on for one year until Arthur Fossier assumed the presidency, his board seeing the end of 1945 and the start of the post-war years.
HOUSING FOR VETERANS
President Harry Truman had proclaimed 1947 as “the year of a million homes.” This mandate, of course, had the full support of all homebuilders! The war was over and the economy was improving. Americans rejoiced as families were at long last reunited. Factories were refitted. Women hung up their lunch pails and returned to home life, giving up their war jobs to their husbands, fathers or brothers – who were eager to resume their lives. Many returning men were boys when they joined up, and now were of an age to establish their own homes. Tens of thousands veterans returned with overseas brides, some with infants or young children. “Displaced persons,” Europeans who immigrated to the U.S., needed housing. War workers who had moved to Chicago to fill open jobs stayed. Separated sweethearts reunited and married. Women became pregnant in record numbers. It was the Baby Boom. Homes were desperately needed.
It was a sellers’ market. Not too surprisingly the price for a new home was soon on the rise as prices of raw material and labor increased. Greed crept in and so did that other “G” word: Gouging. Alarmed, the association quickly recognized the danger. Martin C. Huggett, the executive secretary, immediately warned the industry of the long-term effects of price overcharging, which would harm the association’s reputation and perhaps its very existence, and certainly that of individual bidder or building company. Hugget feared that the strides made in promoting the association for the past eight years would be jeopardized.
Huggett appealed to all stakeholders to reduce overpricing and ensure that each and every veteran who wanted a home could afford it. He and the other executives of the CMHBA were well aware by now that many planned projects in Chicago had been shelved because of costs exceeding original budgets. Suppliers and builders were trying to improve their profits and the marketplace could not pay the prices that were constantly on the rise. Home ownership was a challenge for many.
Quickly responding, the association took matters into its own hands. It gathered its membership and developed a new concept – a model of a single-level home that was highly efficient in the use of space and materials. The association named the new construction “modular coordination’’ and promised that a full-scale home would be available to see at the upcoming 1947 home show being held at the Coliseum. This new style of horizontal housing could be a vet’s new home for less than $10,000, including the lot, which would be bigger than normal to accommodate this bricked one-floor home. The house would have a living room and perhaps a dining alcove, two bedrooms, family bath, kitchen and utility room. The all-purpose utility room, typically measuring about 14 by 12 feet, held the water heater, heating system and laundry; at this size the room could be used for extra pantry storage or accommodate a hobby area, a sewing room or workshop and often a day bed. By installing the more efficient heating systems now available in the insulated utility room, the basement could be eliminated. Without a basement building costs would be significantly reduced.
The argument against multi-level housing was sound in itself but, so very wisely, the marketing was directed to the homemaker. Ads appealed to wife and mom, asking her to consider how much easier her life would be if she did not go up and down stairs countless times each day. The ad stressed that, in this type of home, she would be free from much of the drudgery while performing her wifely duties. Recognized, too, was that this style of home would simplify the lives of wounded vets who would not have to deal with stairs to get to bedrooms and bath, nor the basement to deal with issues of the heating plant.
With the government offering land parcels to the builders, large tracts around the city were developed and the city grew outwards. Chicago had suburbs. The days of most living by their workplace were gone. Commuting was the norm for many.
In 1947 the CMHBA board announced that it would be moving into the two-story building at the northeast corner of LaSalle and Randolph in January 1948. Nathan Manilow, then president, stated to the Chicago press that the building would be open to the public with over 4,000 square feet of display space for housing and building products. At the time the association was housed in the Builders Building at 228 N. LaSalle St.
MODERN LIVING EXPOSITION
Perhaps the most impressive events ever staged by the Chicago Metropolitan Home Builders Association were the Modern Living Expositions and, in particular, the one held in September 1951.
The association began this annual event in 1945, and in the early years it was staged at the Chicago Coliseum. However, it was the 1951 event, when E. C. Mahoney was association president, that established the pull and power of CMHBA.
If asked about the association’s 12-year history, as executive vice president Martin C Huggett probably was in the weeks leading up to the 1951 Expo, he would have recalled that the association was born in a time of adversity and a period when the national government threatened to deprive the entire country of the privilege of owning a home due to the unavailability of supplies and labor. The association brought together 80 individual or company builders who formed an alliance with a goal to lobby for and preserve the needs of homebuilders, while guarding the rights of the home buyer or owner, establishing construction benchmarks, and earning and holding the trust of the public.
Edward G. Gavin was the chairman of the Modern Living Exposition Committee and himself a builder. In the September 23, 1951 issue of the Chicago Tribune, he penned a glowing article about the Expo. It was held at Navy Pier. (The only other facility close to being able to host an exhibition this size at the time was the Union Stockyards Amphitheater.) The association reported that there were over two miles of exhibits, with hundreds of displays, all geared to a homeowner or individual wishing to learn more about the industry. There were not only full-scale rooms showcasing the latest products and improvements, there also were full-scale homes within the complex. They dazzled with the current innovations and future trends just available or ‘“coming soon” to the marketplace.
Demonstrations showed consumers the right way/wrong way to construct a home. Enforcing these standards was the official pledge of the association. This message also appeared on the crest the association adopted and all members displayed.
EXPERIENCE + ETHICS = EXCELLENCE
At the same time of the Modern Living Exposition was running, there also was another major show. This was no coincidence, but rather the result of meticulous planning – both shows complimented each other. The Chicagoland Home and Home Furnishings Festival was also successful. Tribune reporter Anne Douglas covered the Expo and wrote that the exhibitors at the Modern Living Exposition were featuring the same products and materials and construction standards that folks touring the Home and Home Furnishing Festival could witness. It did not matter which show was attended first. This was the first time Chicago had permitted two shows of this nature to be held at the same time.
The Expo was a big event for Chicago. It was the largest show of its kind ever held in the U.S. It was managed by no other than veteran show manager, Grover McDonald, who had 30 years’ experience planning events across the nation. He called the show “America’s panorama for everything in the home.” September was proclaimed as National Home Month.
The front page of Section Two of the Tribune praised the Expo. Complimentary articles framed a large cartoon portrayal of a beautiful coiffed young Mom sitting at the table in a shirtwaist dress (possibly in pearls) and the handsome Dad, resplendent in a smoking jacket with pipe clenched between his teeth, while visions of new home models floated above their heads. The scene was further romanticized by the family dog sleeping peacefully beneath Dad’s chair, while Mom was careful not to tread upon the toy train set, abandoned by their perfect toddler. The scene was set. How could you not buy a home? The war was over, the economy was good. So why would you not buy a home built under the umbrella of the Chicago Metropolitan Home Builders Association?
The tremendous organizational efforts of the CMHBA were evident. Exhibitors were eager to participate.
The city government had displays with all key departments providing information to share with Chicagoans. The fire department told of the best practices to prevent home fires. The roads department shared news about highway construction. The health unit provided hints for home hygiene. The forest department was there to share knowledge about building materials. The military came offering exciting displays and brought in heavy equipment. The board of education created a model of the “school of tomorrow,” showcasing a new elementary school that was under construction. The National Home the 1939 World’s Fair, General Electric, again presented its “House of Magic” display to show off innovations from the past decade.
There were demonstrations on ceramic making and flower arrangements. A Homemaker of the Year was recognized, and Miss Modern Living was crowned. There were nightly fireworks.
The Chicago Tribune had sponsored a room design contest well in advance of the Expo, and displayed all the drawings and miniature models. A local technical high school was invited to show off its students’ skills by constructing models of their own plans. The CMHBA had earlier sponsored a contest for Chicago students to design a model home, offering prize money, and put the collective entries on display. The association also invited the Junior Achievers organization to share its work with visitors. Local universities were invited to participate and exhibit. Clearly the association was investing in Chicago area youth.
Being a good corporate citizen, the association provided space so that visitors and participants could take free X-rays and be tested for tuberculosis, a disease that was of great concern at the time.
The Billboard noted that the event was “well marketed with supplements in the Chicago papers, posters plastered on no less than 12 railroads.” The CMHBA put together an important, timely and welcomed event. It was a huge success with a reported gate of 258,914, a record turnout for any event of this type at the time.
1950s HOUSING
As is said, “necessity is the mother of invention,” and the new homes showcased at the Expo were designed within constraints still lingering after the war. Designers and builders responded just as they had when challenged to build affordable vet homes in the 1940s. In Chicagoland and across the U.S., homes were designed with a more open concept. Rooms were no longer defined by walls. Expansive windows let the light shine through. Basements were being built again, and the uses and benefits of the recreation room were explained to curious and receptive buyers. Imagine a second living room for the family to gather and play board games or watch Leave It to Beaver, I Love Lucy or The Jack Benny Show, a place where teenagers jitterbugged to popular hits played on the Hi-Fi. The upstairs room became more formal and became the private enclave of Mom and Dad, his boss and other VIP guests.
Another selling feature of this new modern home was the addition of a full garage, or at least a carport, which was less costly to build. These features first appeared in the 1920s when cars became popular. And since commuters had cars and cars needed protection, builders were more than willing to oblige homeowners with this status symbol.
That’s Interesting! The US economy was booming in the decade following the first Great War. During the presidential campaign of 1928, the Republican Party claimed that if Herbert Hoover won there would be “a chicken in every pot and a car in every garage.”
The furniture designers responded, too, complementing the new home style. The Home Furnishings Festival that ran concurrently with the Modern Living Exposition showcased a new look in furniture. It had a lighter feel to it; it was modern. “Early American” or “Cape Cod” were certainly still popular, but consumers looking for something new found it. Gone in this new style were the heavier brocades and tapestries, plump cushions and skirted furniture. Grandfather clocks were out – sunbursts were in. Pendants replaced chandeliers and table lamps. Coffee tables looked like boomerangs. Formica™ was introduced in this era – strong and easy to clean. The new look offered was sleeker; it was minimal and so very 1950s!
That’s Interesting! The term Mid-Century Modern was employed as a style descriptor as early as the mid-1950s, was reaffirmed in 1983 by Cara Greenberg in the title of her book, Mid-Century Modern: Furniture of the 1950s (Random House), celebrating the style that is now recognized by scholars and museums worldwide as a significant design movement.
Designers, builders and the advertising firms they hired developed campaigns to promote the new and exciting homes, named the Ranch or the Rambler, suggesting wide open spaces both in and out. Buyers embraced this new look, banishing the doom and gloom of the war years once and for all.
AFTER THE REALLY BIG SHOW
There were no attendance records found for the Modern Living Exposition for the two years after the breakout 1951 event. In 1953 Laurence H. Mills assumed the CMHBA presidency, taking over from Mahoney who was serving his second term, having stepped aside for a single year, handing the reigns to A.O. Aldrich for a term.
In 1954 the Expo reported a gate of 289,000 – more than the banner 1951 record and opened its doors for an extra day – more than likely just to handle the crowds.
The Modern Living Exposition grew into a must-see event, too big for its Navy Pier home. The association had to turn away viewers and exhibitors, a fact that frustrated then-president George Arquilla Sr., who led the association in 1954 and 1955. Attendance was 126,974 in 1955. The show was receiving television coverage now, and Arlene Francis broadcast her home show from the Expo on one of the nine days it ran. Irvine A. Blietz became president in 1956 and made the decision to move the show to the International Amphitheater. With 100,000 square feet of space available, growing pains were no longer an issue.
In 1956 the association offices were located on the second floor at 130 W, Randolph Street. On the first floor at the new location, the association maintained a Modern Living Exhibit, open to the public year-round. The association established an ethics committee to screen new membership applications and interview candidates. The CMHBA worked to create a statewide association, the HBA of Illinois. Each January CMHBA hosted the National Association of Home Builders’ annual convention.
Continuing to support Chicago youth, the CMHBA established a scholarship award program for Chicago high schools students. This sub-group guided and mentored the Young Builders Council. The association also established a Home Improvement Contractors Council, knowing that reputable renovators needed a voice, too.
In 1957, under the direction of new president Martin Braun, a director who had rallied hard against the building quota imposed by the War Production Board in the early 1940s, signed the resolution to change the association’s name to Home Builders Association of Chicagoland. In 1959 Kimball Hill took the helm to close off the decade. Then, Ralph Finitzo claimed the president’s chair as the association moved into the next decade.
HERE COME THE SIXTIES
Firmly established as an association to be reckoned with, by 1960 the HBA of Chicagoland was a brand recognized by consumers, suppliers, various levels of government, real estate professionals and designers. Membership was at 1,200.
And, the association was on the radar of all the builders who were not members. They may have wanted to join, but it was not as easy as paying annual dues. The standards were quite high, and that is how the executive aimed to keep it. An applicant would need to prove that he had five years of activity in the homebuilding field, with two of them being a principal. A credit check determined his sustainability. But the key performance indicator came when he faced the ethics committee. Finally, the association’s board would need to unanimously vote in favor of letting him wear the CMHBA Crest.
Marketing efforts directed Chicagoans to look for this crest when they searched for a new home. The ads subtly suggested that few buyers were capable of appraising construction themselves, that the association and its strict membership guidelines offered the reassurance and comfort consumers needed in order to make this very important investment.
Toward the end of the 1960s, the association published the HBAC Guide to Quality Homes and analyzed it’s membership to define the “modern builder” and listed the many attributes of the typical member homebuilder in Chicagoland. The checklist seems quaint in today’s world, but it was state-of-the-art in the 1960s. Contributed by Wendy Pasher Higgins for Brandit360
