JC Penney Escalator
115 S. Phillips
The first escalator in the state is kind of a big deal, and Sioux Falls could brag about it, thanks to JC Penneys.
When Fantle’s moved its store from Phillips Avenue to 9th & Main, the building it left was on the table for a fierce bidding war. When the dust settled, JC Penney had emerged victorious. Penney’s renovated the building at 117-119 S. Phillips to give it a unique, updated look. New carpet, new display shelves. The usual. There were no flowers for the ladies or other gifts at the grand opening on May 4, 1939, but there was an expanded and well-organized sales area. All-in-all, the move was a good one for Penney’s, but it was overshadowed by the grand opening held after a 1953 remodel.
Penney’s had been in that location for just over 13 years when the need to modernize and add sales space became apparent. The store remained open through the remodel, keeping certain areas boarded up to cloak the project and keep the dust down on the sales floor. The project expanded sales space by 4,000 square feet. A new ventilation system was installed to keep the air cool in the summer months and pleasant and fresh through the rest of the year. That was good news, but hardly very exciting. There were rumors and whispers around town of an escalator. Some called it a motor stair, but any way you cut it, it was a sure sign that Sioux Falls had hit the big time. Lookie-loos crowded the sidewalks in front of Penney’s, hoping to catch a glimpse of the modern marvel being installed.
All floors were remodeled to take advantage of the latest sales innovations. Big wigs from the Minneapolis office were on hand to oversee the event. James Cash Penney couldn’t be on hand, but sent his best.
On March 19, 1953, the day of the grand re-opening, people gathered from miles around to see the new store and ride the escalator. The managers estimated that the store saw around 20,000 visitors that day - not too shabby for a Thursday. Of those, all but 3,000 were immune to the allure of the escalator.
The motor stairs moved at 90 feet per minute, and went all the way up to the fourth floor. On the day of the grand re-opening, an estimated 17,604 visitors rode at least to the second floor. Some rode the escalator twice or more just for the thrill. There were wide grins from adults, while the children were less-reserved. They’d hoop and holler at the thrill. Most found the escalator to be more gentle and soothing than the elevators. One could look over the store’s wares on the way up or down and avoid the inevitable butterflies so common to elevator travel. The constant, no-wait nature of the escalator provided a more efficient means of travel between floors.
Penney’s had been in that location for just over 13 years when the need to modernize and add sales space became apparent. The store remained open through the remodel, keeping certain areas boarded up to cloak the project and keep the dust down on the sales floor. The project expanded sales space by 4,000 square feet. A new ventilation system was installed to keep the air cool in the summer months and pleasant and fresh through the rest of the year. That was good news, but hardly very exciting. There were rumors and whispers around town of an escalator. Some called it a motor stair, but any way you cut it, it was a sure sign that Sioux Falls had hit the big time. Lookie-loos crowded the sidewalks in front of Penney’s, hoping to catch a glimpse of the modern marvel being installed.
All floors were remodeled to take advantage of the latest sales innovations. Big wigs from the Minneapolis office were on hand to oversee the event. James Cash Penney couldn’t be on hand, but sent his best.
On March 19, 1953, the day of the grand re-opening, people gathered from miles around to see the new store and ride the escalator. The managers estimated that the store saw around 20,000 visitors that day - not too shabby for a Thursday. Of those, all but 3,000 were immune to the allure of the escalator.
The motor stairs moved at 90 feet per minute, and went all the way up to the fourth floor. On the day of the grand re-opening, an estimated 17,604 visitors rode at least to the second floor. Some rode the escalator twice or more just for the thrill. There were wide grins from adults, while the children were less-reserved. They’d hoop and holler at the thrill. Most found the escalator to be more gentle and soothing than the elevators. One could look over the store’s wares on the way up or down and avoid the inevitable butterflies so common to elevator travel. The constant, no-wait nature of the escalator provided a more efficient means of travel between floors.
Over the years, JC Penney’s downtown store was known as the escalator store. Employees were called on to chase off kids who took advantage of the escalator rides, occasionally jumping from the upward-bound stair to the downward-bound. Sometimes kids would shut the escalator off with the easy to see button located at the bottom of the amusement.
When the old JC Penney store was torn down in 1980, the escalator went with it, and the memories of escalator rides came forth. Penney’s escalator was the first in the state; when it was demolished, it left Sioux Falls without that conveyance for years to come. Home Federal Savings and Loan installed one in 1989, but the stodgy nature of banking denied the children the joys of escalator rides.
When the old JC Penney store was torn down in 1980, the escalator went with it, and the memories of escalator rides came forth. Penney’s escalator was the first in the state; when it was demolished, it left Sioux Falls without that conveyance for years to come. Home Federal Savings and Loan installed one in 1989, but the stodgy nature of banking denied the children the joys of escalator rides.
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