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IN former days, when the market place in Victoria square was the City's commercial centre, Victoria street, then called Whately toad, was the brightest and busiest thoroughfare in Christchurch. To revive the old importance of the street by stimulating trade and improving its appearance, artistically and commercially, the Victoria Street Traders' Association has been formed; and with a special ceremony at the Clock Tower this afternoon the Association will inaugurate the first move in th* campaign—a fortnight's shopping festival. As the main arterial thoroughfare north from Christchurch, and the connecting link between the City and the largest and wealthiest of its suburbs, Victoria street is destined to regain and increase its former prestige. Such, at least, is the conviction of the Traders' Association; and they have already made their influence felt by. enrolling the shopkeepers, impressing the value of a co-operative campaign, and encouraging the improvement of business premises! Many of the shops have been painted, some completely remodelled. Attention has been concentrated on artistic and effective window displays. Already the street is appreciably brighter and its windows more attractive. "Brighter Shops and . Brighter Service" has become the Association's motto. At 3 o'clock this afternoon the Mayor of Christchurch (Mr J. K. Archer), accompanied by City Councillors and prominent busings men, will declare the shopping display open in a brief ceremony at the foot of the Clock Tower, which now stands at the corner of Victoria, Durham, and Salisbury streets. Following afternoon tea, an inspection will be made of the different premises in.the and a procession of motor-cars will be prominently . paraded. .. . The movement has been made to coincide with the opening of the Bowker Memorial Fountain, which takes place in Victoria square at 9 o'clock this evening. During the last few days the finishing touches have been made to the fountain and its surroundings, and the whole now presents a very attractive appearance. Mr H. L. Bowker will formally ask the Mayor to accept the fountain on behalf of the City, and Mr F. W. Johnston will speak for the Bowker family; The Mayoress (Mrs J. K. Archer) will then turn on the water and the electric current which so brilliantly illuminates it. Sir Arthur Dudley Dobson and Mr R. B. Owen will represent the Beautifying Association at the ceremony. The new fountain, together with the Clock Tower, and subsequently the Cook Statue, will greatly enhance the attraction of a street which is already beautifully spaced out with parks and gardens. On Friday evening, the late shopping night, Victoria street will be specially illuminated with flood lighting. The Municipal Band will parade north as far as Bealey avenue, playing an interesting programme in different parts of the r street. Cinematograph films will be shown in one of the shops, and a guess? ing competition has been organised in which the public will be invited to judge the most effective \rindow displays in different classes. Other attractions will be arranged during the course of the festival, which extends until March 14th. The Association will, continue in office, and for the following months it has other ambitious plans for the redecoration of the street and, the im--provement of its surroundings. * \

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Permanent link to this item
Hononga pūmau ki tēnei tūemi

https://paperspast.natlib.govt.nz/newspapers/CHP19310226.2.20.1

Bibliographic details
Ngā taipitopito pukapuka

Press, Volume LXVII, Issue 20172, 26 February 1931, Page 5

Word count
Tapeke kupu
828

Page 5 Advertisements Column 1 Press, Volume LXVII, Issue 20172, 26 February 1931, Page 5

Page 5 Advertisements Column 1 Press, Volume LXVII, Issue 20172, 26 February 1931, Page 5

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