How did Salt Lake City's 300 South become Broadway?

How did 300 South become Broadway?

Salt Lake City's Broadway (300 South), shown here at the intersection with Shelmerdine Ct (235 East).

In 1912, SLC business owners petitioned the SLC Commission (now City Council) to change the name to highlight the newly developed shopping/business district.

This new 300 South business district was significant in that it was located away from the traditional commercial sectors of Main and State Streets. Many new large department stores had recently been constructed such as Auerbach’s, the Paris, Keith-O’Brien, Walker Bros Dry Goods, and other prominent businesses such as the Judge Building, J G McDonald Chocolate Factory, Peery Hotel, and the Colonial Theater (old Yardstick Building). Many of these buildings are still standing.

Two-page spread in the December 8 1912 edition of the Salt Lake Tribune detailing Broadway shopping between Main and State Streets.

Two-page spread in the December 15 1912 edition of the Salt Lake Tribune detailing Broadway shopping between West Temple and Main Streets.

In May 1912, the Auerbach Company petitioned to rename 300 South, between the Rio Grande Depot and State Street, to Broadway Street- after Broadway in New York City.

Proponents wanted “a distinctive name that commands attention.” They wanted visitors who disembarked a train at the Rio Grande Depot to see a grand boulevard of shops and exquisite buildings, complete with electric streetlights.

There was pushback. Nearly 1,500 Salt Lakers signed a protest against the name change. Many didn’t like the idea of deviating from the SLC’s grid system. Others indicated there was already an alley named Broadway (eventually renamed and is now the northernmost section of Regent Street that runs through City Creek Center). The postal workers were especially against the idea.

I was not able to find any documentation of the official change of name, nor what section was designated as Broadway. I searched various online repositories. Presumably, there is some documentation in the paper records at Salt Lake County archives. Regardless, it seems that maps were eventually updated with the new Broadway Street, although even today maps vary on which section of 300 South is Broadway.

Nowadays, it seems that Salt Lake County retains control of street names. According to their data, Broadway is the section of 300 South between 455 West and 549 East.

The signage of Broadway is a little sporadic. My quick field recon showed that primarily the area between the Rio Grande Depot and State Street is signed as Broadway – except for my photo here at the intersection with Shelmerdine Ct (235 E).

Sources:
Salt Lake Telegram 1912-05-29 Pg 10; 

Salt Lake Tribune 1912-06-18 Pg 6; 

Salt Lake Tribune 1912-07-06 Pg 7; 

Salt Lake Telegram 1912-07-11 Pg 12; 

Salt Lake Tribune 1912-11-10 Pg 20; 

Salt Lake Tribune 1912-11-24 Pg 21; 

SLC Infobase; 

various Sanborn Maps