The Business Booms!
1931 proved to be a profitable first year for Joe's new business, and his mind was at work again.
In 1932, Joe started the plans of building even more cottages on the beach to compliment the nine already standing, and had already started to purchase more lots along Route 6 on either side of the cottages, building the new cottages as he purchased the land. In all, he built 4 more to the south, and another 9 to the north, keeping to the same cottage design as the original nine. He also built a small diving platform in the water just south-to-center of the new row of 22 cottages.
The opening of the 1933 season marked the first season to rent out the newer cottages. By this time, the windows were trimmed in green paint, wearing green shutters, and the bottom trim of each cottage was painted white. The green-and-white color scheme would spread along the entire property in waves, culminating in the colors used on this very website.
By this time, the row of cottages stretched far enough north to come across the street from a small gas station situated next door to Days' Market. In the late 1930s, this gas station was bought by Joe. He had the pumps and tanks removed, and he noticed something about the size of the building that housed the service station....
It was about the same size as...a cottage!! A bit of remodeling, and Joe had his 23rd cottage!
Soon after, Joe's wife, Amelia, had an idea of her own. In order to give the cottages their own individual identities, she brainstormed the names of 23 different flowers, one for each cottage. After the list was made up, Joe had yellow signs made up with black lettering for the flower names, and another tradition was born.
In the infamous Hurricane of 1938, the cottages weathered the storm with no major damage. Given the severity of the storm, it was a testament of survival for the days to come.
Cottage Changes -- the 1940s and 1950s
Another powerful hurricane blasted through the Cape Cod area in 1944, and again the cottages suffered no major damage, but there was still one nagging issue: erosion from the storms would always reduce the sand level to almost dangerous proportions underneath the cottages. By now, the business was already locally famous, and season after season proved full occupancy in the hot summer months week after week, and protection for the cottages was needed.
Thinking again of the future, Joe came up with another idea for his business, and in the mid-1940s, a sea wall was built between the cottages and the shore to protect the cottages from any further beach erosion. Small ramps were built at a few places along the edge to allow easy access to the water. This also had the added benefit of providing a few yards of seaweed-free pristine beach directly in front of each cottage for the tenants to relax on. He also had the space between cottages 12 and 14 (there is no 13) paved over from the highway to the seawall, leading to a large ramp for tenants to launch boats from.
Also, the small grocery store was quickly outgrowing its space. As the Cape grew as a vacationland, souvenir purchases were on the rise, and Days' Market had started to carry these items as well as the usual groceries. Joe decided to expand the store in the late 1940s, doubling its size, and building a small storeroom in the back. Days' Market was now a full-fledged grocery store, now as large as some of the A&P and Finast stores in Provincetown were 10 years before. A few years later, the whole building would have a fire sprinkler system, one of the first buildings in the area to get such a fire prevention system. A small playground was also installed on the premises, including a 6-swing swingset, a slide, and a merry-go-round.
The early 1950s saw what was seen at first to be a major obstacle. MassHighway announced they were building a bypass that would take Route 6 away from the business centers of North Truro and Provincetown. The old highway would be designated Route 6A. This ended up to be another testament to Joe's forward thinking, as the resorts didn't suffer very much lost business, being resorts, but many retail stores along the small strip of Route 6A couldn't survive, as prospective customers decided to use the new bypass instead.
Days' Market did experience some business loss, but survived. Having a resort full of customers right across the street from the store didn't hurt, either.
The 1950s also saw what was to be the most drastic changes to the cottages since 1933. Joe decided to have the porches glassed in to increase living room space, he had furnaces installed in all the cottages and blocked the fireplaces, and had the shingling on all the cottages painted white.
Still more! The 1970s and 1980s