The
following commentary is provided by Nate Coggeshall-Beyea who
has extensively studied and documented the history and development
of Howard Johnson's in New Hampshire:
The
first HJ franchise at Hampton Beach arrived in the mid-1930s. This
was a streetside store, located along the hectic and well-traveled
Hampton Beach Boulevard. By the 1930s, Hampton Beach was quickly
becoming a summer haven for motorists. As New Hampshire’s
largest and most popular coastal beach, Hampton offered travelers
plenty of opportunity for summer fun, relaxation, and refreshment.
In
addition to long and sandy stretches of oceanfront for swimming
and sunbathing, there
was plenty more to do and see away from the beach.
Dotted with countless shops, arcades, and food and ice cream
stands, Hampton Beach Boulevard was a hot spot for activity
throughout the day and well into the night-time hours. Musical
performances and variety acts were also common along the
strip, drawing people in. Thus, it was a natural location
for HJ to erect one of its streetside stands, amidst all
the excitement and commotion. |
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The
first Hampton Beach store was strictly a walk-up window
service establishment. Here, beach goers and shoppers
could grab a quick bit to each, such as tendersweet
clams and Frankforts, or chose among 28 flavors of
HJ’s homemade ice cream, helping them to cool
off from the hot summer sun. Next door to the Hampton
Beach store was the Playland Arcade, a favorite among
visitors interested in arcade games during their stay
at the beach. |
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Business
was clearly successful for this HJ franchise
during the spring and summer months. Like
other seasonal establishments along the
Boulevard stretch, this store was probably
closed during the winter months due to a
lack of traffic and patronage. The Hampton
Beach store was clearly a warm-weather enterprise.
A
devastating fire on July 14th, 1950, brought
an end to the first Hampton Beach store,
along with numerous other businesses, including
the Playland Arcade.But without missing
a beat, both HJ and the Playland Arcade
were back in business by 1951, each rebuilt
at their old locations. The fire certainly
gave HJ a chance to upgrade its facility,
and the new store featured indoor dining
service for the very first time. Customers
could now enjoy the same kind of sit-down
meal and service they had come to depend
on from other HJ franchises. The new Hampton
Beach store remained a busy operation through
the 1960s. Its last known directory listing
was 1969. Perhaps it fell victim to competition
from the Portsmouth
store, similar to the fate bestowed upon
Seabrook.
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More likely,
it was the pure saturation of the Hampton Beach market with restaurants,
food stands, and eateries by the late 1960s that ultimately lead
to HJ’s departure from this location.
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