Our longest-running subscriber. Our most loyal advertisers. Our most written-about chef. On the eve of our 50th anniversary, we salute some of the pillars of our publication.
50th Anniversary Countdown
Over the next few months, PHOENIX magazine will wax nostalgic in a series of monthly articles celebrating the people, news events and seismic cultural shifts that have defined the Valley over the past 50 years. Our golden anniversary self-fête will culminate in the May issue with an epic year-by-year overview of Greater Phoenix since 1966.
“When I graduated high school in 1969, my parents gave me a subscription,” recalls Tricia Kallof of her introduction to this publication. A San Diego native who had lived in Phoenix since she was six, Kallof was leaving soon for Northern Arizona University in Flagstaff. “They wanted to give me something so I wouldn’t be homesick.”
564 monthly issues later, Kallof is our all-time, longest-running subscriber. We think. The magazine’s subscriber rolls are a little sketchy prior to 1980.
Stints at NAU, Phoenix College and ASU led Kallof to a career teaching home economics and English at Moon Valley, Shadow Mountain and North high schools. Through it all, PHOENIX has kept her current, and she’s not alone: “Many of the ladies in my garden club, The Diggers, have taken it from the beginning. I always thought, how lucky you were, to get a nice magazine about your city.”
Sitting amidst her PM collection at her Biltmore home, she shows off issues about the early days of Sky Harbor, Sun City, Valley Garden Center, Phoenix Roadrunners and Paolo Soleri – or, at least, Soleri’s early Arizona days. The bell-peddling architect was already in his late 30s when he settled in Paradise Valley in the 1950s.
Through it all, Kallof used PM not just for recreation, but as a teaching tool, assigning it to students to find topics of interest. “Vocational writing teachers try to excite curiosity,” she explains. “I always said, PHOENIX magazine opens doors. It comes to your door, and it opens doors.”
Vincent Guerithault received his first mention in PHOENIX in 1986, shortly after he opened Vincent’s on Camelback. Thirty years, a wife, three sons and a James Beard Award later, he holds another title: Our Most Written-About Chef. After all those words devoted to him, here are a few from him.
What’s changed for Vincent’s since 1986?
When we first opened, the restaurant was much smaller. It was mostly not so much French, still with cream and butter but always with a Southwest twist.
The [Saturday] Camelback Market [October-May], started 25 years ago, and in those days it was lots of vendors. Now 95 percent of the food comes from our kitchen, we don’t have to depend on people telling us “The truck broke down, my dog is sick, I can’t come.” In ’02 we opened the Bistro, which is more French.
How has the Valley restaurant scene changed in general?
So many, not chain, but corporate restaurants have opened, which makes it hard for independents. Also, the middle class has disappeared. You can see that on CNN. So for a couple with two kids, a restaurant like this, more than three, four times a year? It’s tough.
To paraphrase a popular ad slogan: When Valerie Watters wants advertising, she takes an ad in PHOENIX magazine or Phoenix Home & Garden. It’s what she does.
At least, it’s what she’s done since 1989, when she founded Valerie’s Furniture and Accents in the 70th Street and Shea Avenue area. The store relocated to Cave Creek in 2002, but her advertising has staunchly stayed put.
What drew you to the home furnishing business?
I was born in northern Michigan. I dreamt of moving to Montana or Wyoming. I wanted to marry me a cowboy and have a big old ranch.
Why did you choose PHOENIX to advertise your store?
I thought, it always went to doctors’ offices and businesses, so I wanted to get out in front in a top magazine. It worked. At the time I had my friend draw a black and white picture, because I couldn’t afford photography.
What’s changed in your business over the years?
I went more hardcore cowboy when I moved to Cave Creek. When I opened in ’89, Southwest was in – whitewash pine, seafoam green and peach, coyotes howling and kachinas. The kachinas are back. The coyotes aren’t.
More ad legends...
E.D. Marshall jewelers already had a decade-strong reputation as the go-to place for high-end gems, diamonds, custom jewelry and luxury watches when owner Edmund Marshall opened Capriccio Fine Jewelry in 1981. As depicted in this ad from the September 1988 issue of PM, the intention was to showcase Marshall’s dazzling jewelry designs with an extra dash of chic European branding. Though Capriccio is now an inactive business, the E.D. Marshall empire has grown to include five Valley locations (the newest is in Tempe), and make original jewelry designs for the likes of Saks Fifth Avenue, Marshall Field, and Sakowitz.
When Two Danes named Erik Hansen and Tony Christensen moved from California to Phoenix to open a showroom dedicated exclusively to Danish Modern furniture in 1970, naysayers gave the duo six months, max. Forty-six years later, Copenhagen is still going strong, and has branched out of Phoenix into Tempe, Tucson, Scottsdale, and various locations in Texas. This ad is from our August 1985 issue. Doesn’t it make you want to play pinochle?
As this 1969 ad illustrates, Hanny’s department store (opened in 1947) at the corner of Adams and First streets was well-equipped to serve the fashion needs of the Valley’s Don Draper look-alikes. After closing in 1986, the building – designed by architects Lescher & Mahoney in the “International Style” – was repeatedy set on fire to train city firefighters before the current owner reopened it as a restauarant in 2008.
Event Horizon: The PHOENIX Open
Our most-covered annual event? Dollars to duffers, it’s the august Phoenix Open. Founded in 1932 by the Phoenix Thunderbirds – a prominent fellows-only service club – the golf tournament was a major PGA tour stop by the 1960s and a natural coverage concept for PM. Inside the 1967 issue, pictured above, readers found candid photos of links legend Arnold Palmer and other golfers horsing around with the T-Birds. The more things change...
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