Item 2023.000.12 - Old English Atmosphere where Finest Food is Served.

The Photogelatine Engraving Co. Ltd. (or PECO) was founded by Rowley Shillito Hooper of Dudley, England. He came to Ottawa in 1915 to fill a position as a factory superintendent at an Ottawa-based printing firm (Rolla L. Crain Company, Ltd.). Two years later, he left the firm and established his own printing business. The Photogelatine Engraving Company was incorporated in Ottawa on June 18, 1920. “A used Photogelatine Engraving Co., Ottawa postcard, found with the date July 21, 1921, would confirm that the business was up and operating by the summer of 1921.” (Toronto Postcard Company). The PECO opened a branch In Toronto in 1926 and in 1947, PECO fully moved to Toronto. Rowley Shillito Hooper died June 16, 1951. In 1952, he was replaced as president and general manager by Robert D. Church. PECO closed in 1954.

PECO published postcards with images from communities all across Canada and even those from as far away as the British West Indies (however, images were of Ottawa were the largest collection they published – 41 out of 497). “The postcards, whether monotone black, monotone green, or full colour, were printed on a matte card stock and most had a wide white border.” (Toronto Postcard Club). The early printing methods by PECO was a gelatine process, similar to the “Bromoil” bromide process used in photography. “The postcards are generally recognizable today because of the diffuse detail. Under magnification there is limited resolution and broad tonal effects – not the tiny squares, or dots found with half-tone illustration.” (Toronto Postcard Club). The earliest postcards printed by Photogelatine Engraving Co. (1921-1929) were white border designs in monotone black or monotone green tints with hand written captions on the image. In 1930, Photogelatine Engraving Co. introduced a line of white border, full colour postcards. Different than the previous postcards, the caption was printed in the border of the design. Beginning in 1947, postcards produced by PECO carry a Toronto address. “Most of the postcards produced in this period are reprints of earlier white border gelatine colour, monotone black and sepia designs. Early in the 1950s the firm introduced a different type of postcard. The white border, which had become a trademark of the Company over the years, was dropped in favour of an image occupying the entire front and the caption was removed to the back.” (Toronto Postcard Club).

Lynne Arms was an Italian restaurant within the old “Lynne Lodge” building. Lynne Lodge was an estate (and the Gardener’s Cottage) built for Frederick Barnard Fetherstonhaugh in 1899. It was designed by Henry Sproatt. The house was designed in the Queen Anne style with wood cladding, flared eaves, twin roof ventilators, buttresses, a mix of flat-headed and round-arched windows, an entry door flanked by narrow sidelights, and decorative columns on the south-facing window. On his property, in 1910, Frederick has a castle-like guest house built called The Towers where his son James eventually lived after the First World War. James and Frederick did not have a good relationship and in 1945, Frederick died. At this time, Frederick was living at Lynne Lodge with a friend (Jean Ford who was also the executor of the will). James was not mentioned in the will and after the will went to probate, it was eventually sold in 1947 to Hans Sachau who later sold it to the Church family. The Church family turned the house into a restaurant but that failed not long after. In 1952, the house was sold to Joseph Oliver who turned it into the Lynne Arms Village restaurant. In 1955, the business applied to renew its’ business license but due to complaints from locals, the Town of Mimico turned the application down and the restaurant closed. The house was demolished around 1957.

This postcard’s date is a little uncertain. Based on the information about PECO, it fits the design of the reprints beginning in 1947 as it does have the Toronto marking on the back. It does not fit with the description of thew new type introduced in the “early 1950s”. Unfortunately, without the exact date of when the PECO transitioned into the new type of postcards, giving a possible date is a little hard. But since PECO shut down in 1954, it could not have been made past then. Regarding the restaurant itself, the information about the Lynne Arms is limited. Since the Lynne Arms was only open between 1952-1955, it is likely that this is when the postcard was created. However, the name of the restaurant owned by the Church family cannot be found so it is possible that it could have possibly been named the “Lynne Arms Ltd.” as well, but unlikely. A 1953 photo from the Digital Archive at the Toronto Public Library depicts the Lynne Arms very similarly to the postcard. There are slight differences, such as a name over the door and an addition to the sign, but very similar. A 1955 photo of the Lynne Arms from the TPL has minor changes to the building, such as a new over the door sign where it is in a slightly different position, this allows the white of the overhang to be seen like in the postcard. A coloured version of this postcard also from PECO in the TPL Archive (misidentified to the 1940s) displays the larger street sign but no sign on the overhang like this postcard. It is possible the bigger street sign was added later and then the overhang sign after that, which could mean this postcard may date from before 1953. However, it is also possible that in this postcard, some details were removed for easier printing. Relating back to the postcard style from PECO, the date is unknown but the early 1950s is likely before 1954, so a 1952/1953 printing could be likely. With all of this said, the concrete dating of this card is 1952-1954 with a less certain date of 1952/1953.

In the 1940s-1960s, Etobicoke saw a rise in motels due to motor vehicles becoming more accessible and widely used. Motor hotels (motels) became prominent tourist destinations. Etobicoke Lakeshore’s prime motel era is seen in many postcards from the time period (primarily shots from Mimico and New Toronto). “Replacing the traditional cottage industry in Long Branch, local sites hosted waterfront beaches, attractions, and quaint motels with easy and affordable access for local tourists following Lakeshore Road as the main link between East (Toronto), and the West (Buffalo and Niagara Falls) along the shoreline. Construction of the 401 and QEW diverted traffic away from the Lakeshore, causing a steep decline in Mimico’s motel industry in the 1980s, with the last structure demolished in 2012. Many of these sites were replaced by condos as tourism moved away from the area.” (LGIC).