The story of a young, entrepreneurial couple in the 1930s who collaborated to teach music to the townspeople and their children.
“Who’s the gorgeous woman with the brown hair and finger wave?” Bill murmured to a new friend at a singles party in the 1930s. “I’m not sure. I’ve seen her here a few times. Great style, don’t you think?”
Early Years
Florence borrowed a dress to wear to the party as her meager earnings prevented costly, stylish clothes. At age 26 her attire was classy, not spinster-like. Her pearl white, satin dress shimmered like glistening snow, accessorized with a little brown hat and clunky, brown tie shoes. She worries about finding a good man. Maybe her finger wave hairdo and friendly demeanor would attract attention.
The remnants of the Depression lingered in Central Ohio. After Bill attended college in Columbus, preparing to teach music, he settled 30 miles from his alma mater. With limited growth opportunities in Coitsville (his hometown), near Youngstown, he risked moving to Newark to investigate employment. Newark, a city of 30,500 offered better opportunities. He stayed the rest of his life.
Unemployment reached the catastrophic statistic of 25% about the time of his arrival. Finding work proved perplexing as few jobs existed in public schools. This young, inexperienced musician decided to teach private lessons. After a year of floundering, he found space for a music studio, in a big house on Hudson Avenue, along tree-lined curbs beside fancy, old homes. With plenty of space for private lessons, Bill’s friendly reputation for teaching the guitar, banjo, bass and mandolin traveled fast. His popularity around the town increased when showing off his students’ skills at club meetings and in churches.
Florence flounced by Bill with pearl earrings dancing from her earlobes at the party. As she moved towards him for a lingering, flirty handshake, she said to him, “Hi, I’m Florence. Are you enjoying the party?” His heart beat faster and faster! Her cologne lingered in the air, suggesting he should learn more about this lady. Tall, gaunt and gracious, his attraction to Florence seemed mutual.
Florence needed a job. Bill needed someone to schedule appointments for the students and manage the accounting. He paid her a small salary and gave her mandolin lessons rather than extra money. He taught her, in her words, “Everything I know.” They married in 1934.
Growing the Business
Her musical talent blossomed, adding the piano, accordion, and guitar to her skills. Bill taught her the basics of music, which led to her teaching career. She increased his earnings by suggesting he should sell stringed instruments. Word of mouth traveled fast with moms bringing their children to learn from “the new guy in town.”
She played string bass with his 90-piece banjo band they took to contests throughout the United States, often winning top prizes. When their stringed orchestra played at the World’s Fair in Chicago, they won many awards and recognition. Imagine transporting 90 students, parents, friends and instruments cross country! He became the biggest customer in the U.S. of Gibson products during that decade. Florence suggested marketing ideas while finding locations for the student performances.
World War II
World War II raged within the first ten years of their marriage. Bill departed for the Army shortly after their daughter was born, leaving in early 1944 for the Army. How would she cope? Her tears flowed as she cringed, realizing how little she understood. How could she manage the store and teach while nurturing her baby?
“Whatever will I do?” she wailed. Bill’s response surprised her, “You’ll survive. I trust you.” She hired a nanny to care for the baby who helped with cooking and cleaning. She hired a sales clerk at their store, punching fear in the face. Roomers in the upstairs bedrooms added a little cash to her income while Bill continued his musical career in the service. Bill directed an Army band and played the bugle at Fort Lee, Virginia, never leaving the U.S. Failure was not an option.
Florence morphed into the predecessor of Super Woman, during his tour of duty. Her strong stamina, quick wit, and gift of gap, appealed to customers. She grasped profit and loss, bankers, and bills. Bill recognized Florence’s survival skills. When he returned after the war, she had stashed money in the bank and owned a thriving business.
The Business Roller Coaster
In the 1950s, the couple added phonographs, pianos, sheet music, records and radios. They added television, bringing more business growth. Florence worked in the store and taught music lessons. His first shop on Church Street grew. When they needed more space, they moved to South Third Street around the corner from the popular town square. They moved to another home with their young daughter. She brought her first grade class to see their new television at her house. In fact, their daughter thought all families owned a piano and implored her guests to buy a TV from her dad.
Debt for the pianos and organs caused major angst for Florence. “The bank owns us, Bill! Our names will appear in the newspaper when they come to take everything. We’ll end up in the poor house!” Bill rarely worried, leaving the troubles to her. Although the rise and fall of economic realities consumed their conversations like hail on their windows in a wind-storm, the risk of consigned pianos, organs and other products proved worthwhile.
Bill and Florence showed resilience throughout their marriage. In 1969 at age 61 Bill died of a sudden heart attack. Florence maintained the store until 1972 when she liquidated it. They both loved work. Florence taught private lessons for more than 50 years. She worked until age 76 or 77 and died in the early 1990s.
Reality and Risk
Bill and Florence faced their struggles through reliance on each other, realistic goals and risk-taking. Although love did not necessarily solve their issues, they counted their blessings, in sync most of the time, despite their differences. Their love balanced each other’s idiosyncrasies while their self-employment enriched the community.
If you visit the natives of Newark over age 50, they probably took lessons from Florence or Bill. Their daughter remains grateful they refrained from naming her Melody, as in her words, “I didn’t want to be a walking advertisement for the music store.”
Today we see a resurgence of the entrepreneurial spirit in small towns. Entrepreneurs face the same challenges as long ago. Tenacity, respect, business savvy, and creative marketing play the same roles, which helped the Flapper and the Music Man.
Happy Mothers’ and Fathers’ Day with a special salute to my own parents.