Toto's Zeppelin

One of the most unusual structures to grace Holyoke was Toto's Zeppelin Restaurant on Northampton Highway. In 1932, the Martin Brothers, Joseph & Albert, contractors, constructed a wooden structure intended as a dining and dance spot, but it did not open until three years later.

The building suffered fire damage in November 1934. By this time, Margaret Walsh and Holyoke Cooperative Bank owned it.

The restaurant opened in the summer of 1935, when several civic organizations and other get-togethers met for dining and meetings. As the city was at its limit for issuing liquor licenses, restaurant owner Salvatore "Toto" Lobello had to partner with an existing licensee to request a license transfer to the restaurant. After several months of filing applications and city officials discussing the matter, a liquor license was granted in November 1935. 

Later in November 1935, a permit was granted to build a two-story addition. M. J. Walsh & Sons was the general contractor. Walsh had sold the building to Mr. Lobello. 

The restaurant building was shaped as a replica of a zeppelin popularized by the interest in Trans-Atlantic flights during the early 1930s. 

The Grand Opening was held on December 16, 1935. The restaurant had a seating capacity of 300, with dining and dancing on the second floor and a cocktail lounge on the first. An orchestra pit was in the center of the room. The restaurant was air conditioned. 

Within three years of its opening, the zeppelin-shaped restaurant was destroyed by fire on November 20, 1938. 

In December 1938, Mr. Lobello was issued a permit to rebuild. White Construction of Boston was awarded the $6,000 construction contract. The structure would not replicate the prior zeppelin design. The restaurant celebrated its reopening on February 9, 1939.

In 1946, a two-story brick-and-steel addition was permitted. Raymond Tessier of Northampton was awarded the $27,000 contract. A penthouse was built over the kitchen in 1947.

During the 1940s and 1950s, Toto's was heavily booked for engagement parties, wedding receptions, civic and religious organization functions, dinner dances, reunions, banquets, and testimonials. This was partly due to its capacity of 350 patrons, one of the area's larger venues. 

A wishing well with a waterfall was located in front of the building. On Mother's Day 1948, it was dedicated as an Orphan Wishing Well with all proceeds donated to the Holy Family League of Charity in Western Massachusetts. 

In addition, 1,500 could be served at Toto's Mountainside Grove which opened in 1952. The area was large enough to accommodate a softball field, as well as other outdoor activities. Mr. Lobello opened the area up on a scheduled basis to the City of Holyoke for summertime organized activities for school children. 

In November 1953, 325 people attended a testimonial for retired Chief Michael F. Burke of the Fire Prevention Bureau. On Easter Sunday, 1955, 1,100 dinners were served to patrons.

As busy as the restaurant was, financial problems with suppliers and taxing authorities took their toll. Attempts to sell the restaurant during the latter part of the 1950s failed to produce a buyer. In June 1960, a court-appointed receiver ordered the sale of Toto's. In September 1960, the business was leased and renamed the Oaks Steak and Rib House.

The Grand Opening of the Oaks Steak and Rib House occurred in November 1960 after renovations were completed. On April 9, 1961, the Oaks Steak and Rib House was destroyed in a major fire. This was the end of the well-known restaurant and banquet house, which resembled a zeppelin in the 1930s.

Source of news articles: Newspapers.com (paid subscription): Citations: Holyoke (Massachusetts) Transcript-Telegram; publication dates are shown.

The following five photos are credited to the Facebook group, Growing Up In Holyoke, MA

                                        1930s Toto's Zeppelin Restaurant (destroyed by fire 1938)

Rebuilt Toto's Restaurant after the 1938 fire. A portion of the Mountainside Grove can be seen in the background.

Toto's Mountainside Grove pavillion (opened in 1952)

Interior Views

Zal's (The Saltman family)

One of Holyoke's most remarkable retail stories would include the Saltman family.

The story begins in 1914 when Simon Saltman, his wife Rebecca (Pomerantz) Saltman, and their children emigrated from Poland to Holyoke, where they had family. The move occurred just before the outbreak of World War 1. The family moved to a block owned by Simon's brother at the corner of Hamilton and So. Summer St.

In 1915, Simon began nine years of street peddling fruits and vegetables, assisted by his children, Jonas, Rose, and Zal. By 1924, he saved enough money to purchase a three-story block at the corner of Park (now Clemente) and Sargeant St. 

The building had a laundry, barber shop, fruit store, and cafe, which were eventually vacated and replaced by the growing Simon Saltman store. The store specialized in selling yard goods, which were fabrics and materials for making clothing, which was common at the time. By 1946, the business flourished, and a three-story addition was built.

In 1943, Simon became completely blind. His three sons, Jonas, Jack, and Zal, assumed store management. Jonas had given up his law practice to assist in managing the business.

In 1948, Saltman's Ladies Apparel and Dress Shop opened at 252 Maple St. In 1950, Saltman's Junior Shop opened at 275-277 1/2 Maple St in a building the Saltman family owned. Each of these two businesses continued to expand to neighboring spaces.

Simon Saltman died in 1954, and his wife Rebecca in 1951. Both lived to experience the expansion of the Saltman stores onto Maple Street.

In 1956, the brothers announced they would move the Simon Saltman store to the Maple St. area, where their other two businesses were operating. The So. Holyoke store closed on September 1, 1956, and the building was placed for sale.

Eventually, all three stores consolidated at 277 Maple St. On May 10, 1958, Saltman's closed its doors.

Zal's

On August 2, 1958, Zal and Adelaide (Keller) Saltman announced they would open a clothing store in the new South Street Shopping Center. The name chosen for the store was Zal's, and the store's opening was planned for mid-August. They cited a need for an all-inclusive family clothing store in Holyoke to compete with the specialty shops. The availability of plenty of free parking was also an enticement to this location at 229 South Street.

Although small, the retail area was maximized with the latest women's and men's apparel from teens to adults, from socks to suits and coats. Narrow passages between clothing racks and display tables were the norm, making it challenging to walk through the store without brushing up with other shoppers or against the merchandise. 

Zal's advertised regularly and, during some periods, daily in the Holyoke Transcript-Telegram. Zal was the consummate, friendly, helpful salesman and remarkable at juggling several customers. The old joke retold in several variations was that "I went in for a pair of socks and walked out with a new suit, shirt, tie, sweater...and socks." Handwritten signs would identify the manufacturers and products.

In 1970s newspaper ads, deeply discounted items would be prefaced with "Out They Go." 

On December 27, 1994, the Springfield Republican newspaper contained an article and interview with Zal and Adelaide Saltman. They announced that although business was still good, the store was closing due to age and health concerns. Zal Saltman was 85 years old at the time. 

This was the end of an era, 37 years of operating Zal's and 71 years of Saltman retail store history.

I'll leave you with this from the December 27, 1994, news article: 

"Last week, Zal told one customer, "This (clothing) is so good, I hate to let it go." Adelaide added, "No one leaves without buying."

Source of news articles: Newspapers.com (paid subscription): Citations: Holyoke (Massachusetts) Transcript-Telegram; publication dates are shown.

Zal's (1958-1995)

Transcript- Telegram  > August 22, 1969