Culture Victoria

H. W. Clapp: the man who made Flinders Street Station pay

By News Team Posted Under Flinders Street Station

Guest Blog by Jenny Davies, author of Beyond the Facade : Flinders Street, more than just a railway station.

 

 

In an early morning radio interview with Red Symons soon after I'd launched my book, Red opened the session with the question, “Tell me something I don’t know about the railways.”

 

In a very open moment, the answer came clearly: “The railways made money for a period of time.” A deep silence was followed by an incredulous response from Red, “Surely not! Surely not from passengers from Flinders Street to Frankston!”

 

“No Red, of course not – that’s a service….”

 

"The peel is but the colour scheme. The juice itself's the gold ORANGES." The slogan over the Elizabeth Street entrance could be used today. PROV collection.

 

Under the leadership of Chief Commissioner, H.W. Clapp, the Victoria Railways reported record income and even during the Depression, Clapp managed to keep the railways almost in profit.

 

Clapp was appointed in 1920 and shortly after introduced a number of initiatives which significantly added to the railway income. He had a holistic view of the state’s economy and believed it was the responsibility of all industries to do what they could to support other industries – hence the apparent fixation with fruit...

 

The first fruit stall on the concourse, customers purchased a ticket from the little booth in the foreground before collecting their juice from the staff at the counter. From the PROV collection

 

Clapp insisted the fruit was always freshly squeezed in front of the customer - these were probably the first fresh juice stalls in Victoria. From the PROV Collection

 

He realized that the small fruit blocks assigned to WWI returned soldiers were being used, but that there was no market at home because Australians, at that time, were not fruit eaters. Clapp decided to create a demand for fruit, which would not only deal with the fruit surplus but turn the fruit into products like freshly squeezed orange juice, raisin bread and dried fruits sold in packets.

 

A cornucopia of fruit on display at one of the stalls. PROV collection

 

In the 1920s, Clapp established the Refreshment Branch, which gradually took over all the food outlets operated by licensees. He had a bakery built because no one would make his raisin bread in the quantity he required. The bakery then was able to bake pies, cakes and scones.

 

The dining room along Flinders Street was very formal and used mostly by country passengers from Platform 1. Public Record Office Collection

 

Railways bakery located at Spencer Street. PROV collection.

 

A butchery was established nearby, and a poultry farm acquired in Noble Park. The railways were a huge consumer of eggs. The farm also produced vegetables and in Kensington, a plant nursery was established.

 

Ducks at the railways poultry farm, Noble Park. PROV collection

 

Apart from food, the Refreshment Branch also encompassed an extensive advertising division with saleable space available on trains, at stations and particularly on large billboards.

 

Two poster ads - one for raisin bread and the other for the zoo. PROV Collection

Perhaps one of the most remarkable profit making ventures was the establishment of the Children’s Nursery at Flinders Street Station in 1933. This was indeed ‘Clapp’s baby’ and one of just two other nurseries connected to stations throughout the world. It not only provided a valuable, profitable service, but had the additional benefit of encouraging women to travel by train, usually at off-peak times.

 

 

Watching the trains must have been an added entertainment for the children in the Flinders Street Station Nursery. Public Record Office collection.

 

During the Depression, Clapp relocated all offices back into buildings owned and operated by the railways, hence reducing rental expenses. He was a man who left no possibility for improvement to chance, and who set a standard for business management and efficiency for which there are few comparable examples.

 

When Clapp arrived in Melbourne to take up the position with the Victoria Railways in 1920, he used a phrase that he had learnt in America and to which he remained totally committed : the railways are made up of 90% men and 10% iron and I intend to get to know as many of my men as possible.

 

H W Clapp - The innovative Chief   Commissioner " the railways are made up of 90% men and 10% iron and I intend to get to know as many of my men as possible".  Image from Jenny Davies

 

For more fascinating stories about characters from Flinders Street Station's rich past visit Jenny's website http://www.flindersstreetstation.com.au/

 

We'd love to hear your stories about Flinders Street Station. We are looking stories of love, lost or found, or journeys that might have changed your life, or in fact any anecdotes that involve the station.

 

Do you have a story to tell?

 

If so, submit it (up to 500 words), along with any pictures to us at: culturevictoria@gmail.com and become part of the larger story of our station and our city.  These will be published in a very special "best of" Flinders Street Station Blog post.

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