Legacies: A History Journal for Dallas and North Central Texas, Volume 21, Number 1, Spring, 2009 Page: 9
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mer student recalled her as the best Spanish
teacher she had ever encountered, and when she
majored in Spanish in college, she found that
Miss de Haro had been an even better instructor
than her college professors.19
In addition to these opportunities, Sanger's
promoted other events which would bring cus-
tomers downtown to the store during the 1930s.
Evelyn Oppenheimer began her book reviewing
career at Sanger's, doing reviews in its auditori-
The store sponsored art exhibitions from
nationally known and local artists in its first floor
galleries in 1930 and 1931, and fashions shows
for women and children were regular events.
Navajo sand painting was demonstrated by visit-
ing Navajos who also included a silversmith,
potter, and Kachina makers demonstrating their
techniques. A grocery store on the first floor
offered home delivery for purchases.
In January 1934 the eighth floor of Sanger's
was transformed from Toyland to "Funnyland-a
place where all is play and no work," where chil-
dren could play in sand piles with buckets and
shovels provided by the store, and ride merry-
go-rounds, seesaws and tricycles-all free of
charge. The Christmas Toyland Express had
become the Funnyland express with free rides,
and Bozo the psychic dog that could "read the
human mind, add, subtract, multiply or tell the
age of any person" appeared the opening week-
To strengthen customer loyalty to Sanger's,
E.P. Simmons, who became president in 1937,
commissioned a fascinating booklet which was
sent to the store's customers: "81 Years Forward:
Inside Information about Sangers."
The booklet introduced the staff of employ-
ees, some of whom had worked there since the
1890s. It described how their training had extend-
ed beyond selling to include proper speaking.
Employees were given diction lessons by Mrs.
H.T. Musselman, who informed customers that
". . . I have had the unique pleasure of teaching
American diction to the more than 800 intelli-
gent, enthusiastic men and women who are
Sanger Brothers employees... "22
Sanger's retained a small town feel during
these pre-WW II years, leaving a notebook just
inside the Lamar Street entrance where visitors
could leave messages for those they were to
In 1919, Sanger Bros. used a biplane to fly a package to its Waco store. Air delivery soon became one of the
store's special services.
Spring 2009 LEGACIES 9
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Dallas Heritage Village. Legacies: A History Journal for Dallas and North Central Texas, Volume 21, Number 1, Spring, 2009, periodical, 2009; Dallas, Texas. (https://texashistory.unt.edu/ark:/67531/metapth66966/m1/11/: accessed April 18, 2021), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu; crediting Dallas Historical Society.