Today begins a 6-part series that tells the story of the auto dealerships that operated on the triangular parcel of land bordered by High and Maple Streets and the former Ross Avenue. The initial segment acquaints us with Barrett-Ballard Motors Inc., which set in motion the subsequent operation of several car dealerships at this location.
Francis “Frank” Barrett and Edwin D. Ballard were the principal officers of the newly formed Barrett-Ballard Motors Inc., a Mercury auto dealership. Mr. Barrett, who resided in South Hadley, had 30 years of experience in the auto industry and had been recently employed by the Goderre Motor Car Company. Around 1945, he spoke with Mr. Ballard about his interest in owning a car dealership, and Mr. Ballard agreed. Mr. Ballard was a Southampton resident. He and his spouse enjoyed aviation.
In May 1956, Holyoke Water Power Company (HWPCo) sold a 16,736 square-foot undeveloped parcel of land to the dealership. The property ran 156 feet on Ross Ave., 155 feet along Maple Street, and 128 feet on High Street.
HWPCo also sold two other parcels towards the southern end of High Street to two other car dealerships, one on the east side of the street between Norfolk and Jackson Streets and a second between Jackson and Franklin Streets. These parcels became the future homes of Bowen Motors and Cartelli Pontiac, respectively.
The Civilian Production Administration approved the application of Barrett-Ballard to construct a $40,000 building on Ross Ave. The Casper Ranger Construction Company was awarded the contract to build the showroom, service station and repair facility on the south side of Ross Ave. Permitting was granted by the City Engineering office, and a zone change was approved by the Board of Aldermen, clearing the way for construction.
During the construction period occurring in the summer of 1946, Barrett-Ballard established a temporary showroom at 1545 Northampton Street. For a short time previously to that, the business was located at 1646 Northampton Street. A year after construction began, the dealership celebrated its grand opening at 1 Ross Ave on August 16, 1947.
The building was a modern facility for its day, featuring large showroom windows on either side of its entryway to attract buyers, who could view the new vehicles from outdoors. The repair room was large and equipped with modern equipment. The one exception was an 1863-patented car washer, a hose affixed to an upper circular track, formerly used to wash carriages. The building was fireproof and equipped with a sprinkler system. The building’s design was intended to make it appear larger by angling the walls to maximize space.
In early 1950, Mr. Ballard sold his interest in the business to Mr. Barrett. He and his spouse resided in the former Steiger estate in Wyckoff Park. He moved to Florida and was employed as a pilot for British Overseas Airways Corporation.
Mr. Barrett sold the agency, real estate, and business to Philip Kay of West Hartford, Connecticut, in February 1957, ending his 10-year association with the business. One chapter closed, and a new one begins and will be explored in the next installment, Phillips Lincoln-Mercury.
Citations:
Newspapers.com (paid subscription): Citations: Holyoke (Massachusetts) Transcript & Transcript-Telegram; Springfield (Massachusetts) Republican; publication dates and pages are shown.
Ancestry.com (paid subscription): Price & Lee Holyoke, Massachusetts, City Directories
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