Sauer Vanilla Factory (2017)
Sauer Vanilla Factory (2017)
Sauer Vanilla Factory (c. 1930s)
Site Name: C.F Sauer’s Vanilla Factory
Date of Construction: 1911
Reason for Construction:
This site was constructed at 2000-2018 West Broad Street to serve as a factory in 1911. In the same year the C. F. Sauer Company moved into this location in order to increase the size of the company, which had been formerly located at the intersection of 17th St. and Broad St. since its founding in 1887.
Since the C.F Sauer Company’s founding in 1887, the company had outgrown its first location, and many other subsequent locations, resulting in a final relocation to 2000-2018 West Broad Street in 1911, soon after the building itself was built. This move not only helped increase the company’s development, but also that of the area it relocated to. In 1911, the time of the move, the company had grown to have more than 250 employees, as well as employing 50 salesmen who worked across an array of many different states throughout the nation. While C.F Sauer was invested in his business in Richmond, he was also interested in other types of related business. For example, up until 1923 Sauer was involved in the American Glass Works. He owned factories in this field in order to produce handmade glass bottles for his company's spices. He sold both his factories when he chose not to rebuild following a fire which burned down one of them. Even with the death of C.F Sauer in 1927, and the selection of his son, Conrad Sauer, Jr., as both elected president and treasurer of the company, C.F Sauer became the largest producer of spices and extracts in the United States. Another gain for the C.F Sauer company during the early 1900s, was the acquisition of the Peerless Ice Cream Company’s between 1925 and 1930.
The C. F. Sauer’s Vanilla Factory is part of an old and illustrious Richmond Area, the West Broad Street Industrial and Commercial District. It began in the late 1700’s as country estates for wealthy Richmonders. Hermitage Road was adapted from the original road on the Hermitage Estate, owned by the Mayo family. Its old origins explain its diagonal direction, which causes some lots to be trapezoidal. Broad Street itself used to be known as Deep Run Turnpike, connecting Richmond to the Deep Run coal fields in Goochland. This commercial and industrial district was so successful in its heyday because it lay at the intersection of several important transportation routes. Broad Street was the main east-west streetcar line, meaning that workers from all over Richmond could come work in the district. Additionally, at the northern border of the district lies the Richmond, Fredericksburg, and Potomac railway. This railroad is the reason that buildings on the northern side of Broad Street were small warehouses and factories. These plants, such as stockyards and tobacco warehouses, sat on larger lots and made ample use of the railroads. On the southern side of Broad Street lay half-acre lots that housed commercial and light industrial buildings. The Industrial and Commercial district not only good transportation, but also had fortuitous timing. It began in the post- Civil War era when Richmond’s economy and infrastructure was expanding. The city made good use of the James, building ports and canals in addition to highways and railroads. In addition, the Virginia Fairgrounds vacated its premises on Broad Street in 1902, prompting a wave of development. It opened up a massive lot for companies who needed more space, such as Sauer’s Vanilla Company and the Putney Shoe Company. The promise of expansion granted by the sudden vacancy lured in other companies wanting to take advantage of the imminent popularity of the district. The West Broad Street Industrial and Commercial District was the center of Richmond’s business from 1900- 1960, when the rise of automobiles finally toppled the economic empire.
What about the site has changed:
Upon success in the first 24 years of business C.F Sauer commissioned the construction of what is considered to this day, and for the past 130 years, to be the Sauer Vanilla Factory. The most major alteration/expansion of the company at its Richmond location occurred occurred between 1925 and 1930.. By 1930 C.F Sauer had added the Peerless Company storefront at 2000-2018 W. Broad Street. In the same year, the C.F Sauer factory’s rear was extended by approximately 40 feet in order to merge with the Peerless’ building. The Peerless Ice Cream Company’s building was located at 2018 W. Broad St, and to this day, these two buildings are completely internally integrated despite their differing elevations. The Peerless’ Ice Cream building was utilized as office buildings, and the ice cream production itself was integrated into production of the factory floor, alongside the creation of spices and extracts. Two alterations occurred during the 1960s. First, a 40 foot long, single story, extension to the production floor was added in the place of 2016 W. Broad street and which runs parallel to 2018 W. Broad St. storefront. The most notable change, was the demolition of the building, at the intersection of Hermitage Rd. and Broad St., which originally held the Sauer Vanilla Sign. The sign was moved to its current location, seeing as its former home had been demolished in order to expand the road. The sign itself faces East, and is most notable at night when its features, the cartoon chef pouring vanilla into a bowl, is lit.
What about the Surrounding area has changed:
Many of the original buildings remain relatively untouched. The industrial buildings’ brick exteriors mostly survive, and the stone and concrete detailing is untouched. Similarly, the brick commercial buildings with their stucco, metal, and stone detailing are in relatively good shape. In general, the ground floor and storefronts have changed to suit the current occupants, but the upper levels remain in their original form. As the West Broad Street Industrial and Commercial District was founded based more on railroads and streetcars than automobiles, its popularity declined as that of cars increased. Streetcars were gone by 1950. Though commercial ventures were more suited to cars, Richmond had begun expanding westward. Outlets such as Willow Lawn were built, meaning that suburban customers no longer had to travel to the city to shop. By 1960, businesses and residents alike were drawn westward, and the glory days of Broad Street were over. Many of the businesses occupying the area have changed, though many of the original buildings remain. Sauer’s has survived, though its original building didn’t. It was demolished to widen Hermitage Road to make the intersection between it and Broad more accessible. This was part of a last-ditch attempt by the city to save the Sears Roebuck Company. It ultimately failed, and the intersection was returned to its original layout. A few buildings have lost their historical integrity, mostly on the south side of Broad Street, but the majority remain. Two buildings have been added recently that have no historical relevance: 7-Eleven and Lee’s Famous Recipe Chicken.
Reflection:
During our research we have learned a lot about not only the site, but the surrounding area. We also discovered Sauer’s journey in not just Richmond, but multiple other locations across the country. We enjoyed delving into the company behind and area surrounding the Sauer’s Vanilla sign and the tantalizing smell of spices that always seem to permeate the air around the factory, especially during the cold winter months when the scent is extra potent. It was fascinating to learn about the history, going back to almost the start of Richmond. The industrial, faded-paint aesthetic of this district, coupled with the charm of old-fashioned pharmacy lends a very nostalgic feel to the project. Having grown up in this city, it was wonderful to learn and make connections to places that have been in our lives for years. Pockets of Richmond have always whispered of remembrance, with their iron bolts and crumbling brick. It was incredible to unlock the secrets of a company whose history is as piquant as the fragrances that waft through the air.
Sources:
"History." The C.F. Sauer Company. Accessed February 16, 2017.
http://www.cfsauer.com/company/history/.
Edlund, Alexa Welch. "C.F Sayer Savors 125 Years of Sweet Success." Richmong
Times-Dispatch. Last modified October 7, 2012. Accessed February 16, 2017.
http://www.richmond.com/business/ article_cb5b8b29-4487-520e-bcce-ba194714ae8d.html.
"C.F. Sauer Company Timeline." C.F Sauer. Accessed March 19, 2017.
https://www.cfsauer.com/company/.
United States Department of the Interior. National Register of Historic Places
Registration Form. June 6, 2011. Accessed March 19, 2017.
http://www.dhr.virginia.gov/registers/Cities/Richmond/
127-6570_Broad_Street_Indust_Comm_HD_2011_NR_FINAL.pdf.
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