Copyright © 2020 by Wendy Waszut-Barrett
In 1916, Thomas G. Moses wrote, “‘The Smart Shop’ another show for Howard.”
Earlier that year, Moses also designed the scenery for another Rowland & Howard production, “Which One Shall I Marry?”
“The Smart Shop” was a musical sketch by Ed W. Rowland and Lorin J. Howard billed as a “Breezy Musical Comedy Novelty” with ten characters. Bert Peters and Tom Lindsey were responsible for the score and libretto, with Howard as the director.
The “Detroit Free Press” announced the production “combines a display of feminine apparel with sprightly musical comedy” describing, “The scene is placed in a fashionable dressmaker’s emporium and there s a brilliant display of stunning gowns and lingerie” (3 Dec. 1916, page 61). The “Salt Lake Telegram” reported, “There is a distinct plot in ‘The Smart Shop.’” This review just made me giggle, as I pondered the many other shows without a “distinct plot” from this time. “The Smart Shop” was billed as a production with “girls, costumes, a fashionable indoor setting, numerous songs and broad comedy” (Sioux City Journal, 26 Nov. 1916, page 12).
When the show played at the Columbia Theatre in Davenport, newspapers reported, “There’s music and comedy – oh, yes, and lots of shapely girls. It’s rapid fire entertainment, which they give in which tuneful songs and hilarious mirth abound. The cast is unusually capable” (Rock Island Argus, 16 Nov. 1917, page 16). Again, saying “unusually capable” is really not high praise for the acting capabilities of the performers. I also located only one mention of the scenery, and it was described as “good.”
Obviously, this was not an extremely successful production with a strong public following. Well, you can’t win them all.
Popular songs from the production included “I Love Everybody,” “Just for Style,” “Love Dreams,” “Lingerie,” and “The Girl of Now-a-days.”
To be continued…
