John Schoenknecht  has posted the first chapter off his soon to be published book  (sometime in 2003) called The Great Waukesha Springs Era.  This is the last of three installations of his new book. I you want to see the entire sample John has placed on his web site, the complete chapter can be found at:
http://my.execpc.com/~thbolt/book.html

Thanks to John Schoenknecht for letting us all have a preview!!

From the Beburary 2003 Issue

THE GREAT WAUKESHA SPRINGS ERA

Chapter One (Continued)

ARCADIAN AND ROXO SPRINGS: The Ideal Waukesha Water

   Separate Companies

     For several years, the two plants were operated as separate companies. They were listed in city directories as the Waukesha Roxo and Waukesha Arcadian Companies. The superintendent of both plants was Phil Leininger, a man who had also been superintendent of the Crystal Rock Spring Company (the bottling house which Roxo apparently replaced). The Fred Phelps family moved from the area and was no longer listed, although his father, Henry, continued to live at the same address.
     This becomes a bit confusing, as there were two bottling plants and two springs being used. This situation continued into the 1920s. Sometime during the 1920s, the address for Arcadian Spring was listed separately from the address for the bottling plant. The U. S. government had purchased the Resthaven Hotel and converted it to a U. S. Veterans Hospital. It also acquired the spring, and perhaps that was why it was listed separately in the directories. Another possibility was that the spring was purchased along with the hospital in 1918 when the government bought the hospital. Whatever the case, at some point in time, the Arcadian Spring ceased to be connected to the bottling plant across the street.
     In 1929, a new lannon stone wing was added to the Arcadian plant. It was located to the south of the older building; and while not as attractive as the older Arcadian building, it was nevertheless functional.
    The following year, the old Roxo plant was no longer listed in the city directory, so it would be safe to say that all operations were moved under a single roof. The old pipeline from the former Sotarian Spring must also have been abandoned at the same time. A new spring was opened on Hartwell Avenue. This spring still exists under a large concrete bunker located on the north east corner of Waukesha Springs Park.
     By 1930, two of Milwaukee’s largest brewing families were involved in the Roxo Company. In a series of letters written between Arthur Uhlein (involved in the Schlitz Brewery) and Fred Pabst (of the Pabst Brewery) it was agreed that Pabst would sell its Artesia Water business to the Waukesha Roxo Company. The address of the Roxo Company was 118 Jefferson Street, Milwaukee.
     In 1935, the machinery in the Roxo plant was renewed. It became one of the largest and most modern bottling plants in the city.

Destruction

     Also, in 1935, Captain J. G. Taliaferro of the Resthaven Sanitarium tried to open the Arcadian Spring to the public; but after the results of a health report came back against such a move, the idea was abandoned. He then wanted to put a fountain in Arcadian’s place, but the spring did not supply enough pressure. This plan, too was abandoned. Taliaferro then petitioned the U. S. government for permission to tear down the structure.
     On September 14, 1938, the deed was done. The Freeman carried the story and told of how the entire structure was removed, leaving only the foundations. A “bog garden,” featuring swamp growing plants was planned in its place. Considering how well built the spring was, this was a good idea. The destruction of the springhouse did not seem to bother Waukesha citizens. In fact, the paper’s headline called the structure a “relic of bygone days.”

Sold

 On March 4, 1946, the Freeman reported that Albert Trostel Jr. sold Roxo to three Milwaukeans; Samuel Ginsberg, Sidney Previant and Sam Singer, for $200,000. The price included the Milwaukee offices and a warehouse. Ginsberg built  up the business. By 1960, There were 55  employees, and  750,000 gallons of spring water were bottled annually. The water trade accounted for about one third of Roxoís total business.

    Reception House

     The next oldest remnant of the Arcadian Spring Company was the reception house which later became the residence of Henry Phelps. It was used for the residence of the commander of the Veteran’s Hospital (it was known as the Commander’s House) until 1949. Standing vacant for three years, it deteriorated quickly and was purchased by a Waukesha realtor, James R. Lowe. He requested a change in zoning for the 1.9 acre parcel, from multi-family to business zoning. He planned to build a filling station. In anticipation of a successful zoning change, the house was torn down. The opening line of the Freeman’s story was “Another relic of the days when Waukesha was the Saratoga of the West has fallen a victim to progress” (Freeman, July 11, 1952).

From Bethesda /Roxo To Landmark

     On November 7, 1967, Roxo was sold to Waukesha’s other remaining bottling plant, Bon Ton (Bethesda). The twenty-five employees of Roxo were absorbed into the Bethesda work force. The Roxo plant was abandoned after 82 years of operations. Roxo water was bottled under the “Bethesda/Roxo” label at the Bethesda plant.
     The Roxo building continued to deteriorate. Vandals broke into the interior and caused some damage. The owners, Palmetier and Abell lumber Co., were ordered by city building inspector Ervin Smith to clean up the site after receiving numerous complaints. The owners said that they had replaced all broken windows, but these in turn had been broken. It was “vandalism, pure and simple.” Smith ordered that all the windows and doors be boarded up and that the roof fixed (Freeman, May 25, 1976).
     In March of 1977, the city was contemplating the creation of a Landmarks Commission to identify and protect buildings and structures of historical or architectural significance in the city. One of the advantages of placing such buildings under the protection of the Landmark’s Ordinance was the protection from destruction which it provided. Buildings could also be placed on the National Register of Historic Places, which qualified them for investment tax credits, thus making renovation feasible.
     When the owners of the Roxo building pressed the city for passage of a Landmarks Ordinance, Tom Owens, alderman for the Seventh District, said that “it’s a rat trap” and “it has as much historical value as my garbage.” This seemed to echo the attitudes of some citizens of the city. Thankfully, the Landmarks Ordinance passed; the building was placed on the National Register of Historic Places; and it was remodeled into an apartment complex. The older part of the building was maintained, and the 1929 addition was added to. The resulting building was a triumph and sparked a new interest in historic preservation in Waukesha. Thank goodness Mr. Owens’ comments did not discourage the owners from completing their project.

Products

     Early Arcadian bottles are very rare indeed. There are a few blob-top, labeled examples. The bottles are attractive, and the tops were sealed with foil.
     Some of the Waukesha springs featured a woman in their advertising, usually scantily dressed. Arcadian was no exception, and their girl was named Diana. She was pictured standing next to a waterfall, drinking from a clear glass. She wore sandals, a crown, and a see through white dress. A bow and arrow were slung over her shoulder.

 

     Another remnant from Arcadian’s early days is a wooden case. It has two medals printed on the front, one which claims to have been won by Arcadian water at the 1885-86 North, Central and South American Exposition held in New Orleans.
     Roxo bottles seem to be more common. The early trademark of this spring featured a pair of small cupids leaning over a small pool of water, dipping water from a small waterfall emptying into the pool. One holds a sea shell in his hands to dip the water. The labels were shaped like a chestnut. There were 7 oz., pint, quart, and half gallon bottles. The company also produced 5 gallon bottles for water coolers.
     Sometime in the 1930s, the logo of the company became a small man in a top hat. One of his eyes held a monacle. He represented the “good life.” The trademark was developed by Milwaukee artist Sid Stone.
     The final Roxo labels feature the name on the label and are rather plain.
     From its beginning in 1885 to the present, the Arcadian building stands as a tribute to James Kennedy Anderson and his dreams, to Henry and Fred Phelps, and to the Trostels, and to subsequent owners. It is one of the few remaining reminders of Waukesha’s past.