It is important to remember that the subdivisions we call our neighborhood today were far out of town in the late 1940’s. To generate interest and convince folks to make the drive out, some creative marketing and advertising campaigns were employed.
One of the first homes built in the neighborhood was 4902 Balcones Dr, built by Barnes Hoff and completed in 1948. Hoff excavated the lot, drilling and dynamiting down to bedrock, and architectural firm Fehr & Granger designed the home. Hoff leveraged a nationwide marketing campaign in which 70 homes were built throughout the US, showcasing materials, appliances (from GE) and interior design and all tied in with the release of a new movie starring Cary Grant and Myrna Loy: Mr Blandings Builds His Dream House.
And though there was a Parade of Homes in 1952 in Austin which featured homes throughout the city, the 1953 Austin Parade of Homes was actually billed as the first Parade of Homes and took place in Highland Park on Westfield. It featured 19 “ultramodern” homes by 19 different builders, joined by leading retail furniture dealers and other suppliers allied to the home building field to produce – in showcase style – all the things expected in 1954 over the nation in home design, construction, and furnishings.”[1]
Enjoying big success, it was followed in 1954 by the “second” Austin Parade of Homes, which took place in Highland Park West’s new section 3 (largely on Lakeland Dr), and showcased homes from 12 different builders, each with a unique theme. The event took place over 8 days (Sunday to Sunday) from November 7 to November 14, 1954, 2-10pm daily, with much fanfare including a ribbon-cutting ceremony by Austin Mayor C. A. McAden and other city officials and offering over $6,500 in prizes and giveaways with winners announced every day. Giveaways ranged from the grand prize of an undeveloped lot in Highland Park West (including architectural services by Architect Frank DeGroot and Designer W R Coleman), to 2 tickets to the UT / A&M Thanksgiving football game.[2]
The Austin Statesman (1921-1973); Austin, Tex. [Austin, Tex]. 14 Sep 1953: 9
[1] ‘Parade of Homes’ Expected To Be ‘Greatest of Them All’, Payne, Harvey, The Austin American (1914-1973); Aug 23, 1953; ProQuest Historical Newspapers: The Austin American Statesman, pg. B1
[2] ANNUAL BUILDERS’ EXHIBIT SHOWS NEWEST TRENDS IN HOME DESIGNS: Unveiling 12 Houses Features, The Austin American (1914-1973); Nov 7, 1954; ProQuest Historical Newspapers: The Austin American Statesman, pg. C3
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