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The Disappearing Art Of The Indian Matchbox Label • Ellie & Co Travel Blog

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“People are always amazed that we still have Michael’s events at the front desk,” said Michael McCarthy, owner of Michael’s in Santa Monica and Michael’s in New York, who has gifted the ubiquitous restaurant to two of his restaurant locations. Matchbooks are no longer restaurant souvenirs, but Michael’s has decorated the classic 1½” x 2 ¼” size matchbox with the restaurant’s signature Two Beaches on an Art Deco-inspired pale pink background. But McCarty insists his guests’ surprise is unfounded. The truth is, “everyone loves a good game,” he said.

Smoking rates have declined in recent decades, but that doesn’t diminish the event’s appeal and usefulness. (After all, you never know when the stove will go out or the power will go out unexpectedly.) Peter Garfield Kare, managing partner of Chicago’s One of Hospitality Group, who stocks his casual-era-influenced Dove’s Luncheonette and Matchbook at Big Star restaurant, refers to the feeling factor. “We think of events as a nostalgic collection,” he said, adding that they are “a useful thing that people can hold on to.” Nate Tilden, owner of Clyde Common in Portland, agrees. “It’s an old-school restaurant; It’s transportation,” he said. Tilden’s gathering space at the Ace Hotel in downtown Portland features slim boxes with his name in red sans serif font on one side and an illustration of Cleaver on the other. Tilden dismisses alternatives like toothpicks and scratchpads as less desirable restaurant “swag.”

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Because sticks made of phosphorus are not often used to light unfiltered camel or American spirit; The symbol and public image of the event changed. “If you smoke, you have a Bic,” says Jerry Anderson, a recently retired match salesman. Also known as “The Matchman,” Anderson worked for Texas-based Atlas Match for 27 years, and during those three decades saw the role of matchmaking in American life. “People who don’t smoke use more events than people who do,” he says, “so it’s all reversed.” Here’s a look at the history of the popular souvenir, from its heyday in the first decades of the 20th century to the traditional keepers of today.

German alchemist Hennig Brandt’s discovery of phosphorus in 1669 led to the invention of “rubbing” by Englishman John Walker in 1827. Although wooden matchsticks were once the norm, It became even more useful and convenient when Philadelphia patented Joshua. Pusey was paired with compact cardboard a few decades later. Close Cover Before Striking: The Golden Age of Matchbook Art (by H. Thomas Steele, Jim Heyman, and Rod Dyer) Pusey received a patent for compact cardboard matches in 1892. It was then sold to the Diamond Match Company, who came on board as the business’s new in-house patent attorney. (Heyman, now executive editor of publishing house Taschen Americas, designed an event book for NYC restaurateur and hotelier Sean McPherson.)

But Henry C, a Diamond Match salesman, was drawn to the matchbook’s potential as an advertising vehicle. Truett had heard that the New York City Opera Company had success enhancing performances with illustrated matchcovers. According to the New Yorker, in 1902, Trout brought the idea to the Pabst Brewing Company in Milwaukee, becoming the first food and beverage company to invest in PBR-branded events. (A 1953 Kiplinger article reported that PBR had placed an initial order for 10 million matches.) True Bull was later successful with Durham and other major tobacco companies, as well as chewing gum manufacturer Wrigley. Trout’s other major contributions were to improve safety by moving the striking screen to the outside of the matchbook — hence the familiar phrase, “striking before close cover” — and persuading retailers to give free matchbooks to buyers.

According to Match salesperson Anderson; It’s a feature of custom-designed event packages that has been around since the late 19th century. “[Getting a matching book list] is 20, 30, 40 exposures, so it’s probably the most cost-effective form of advertising,” he says. (One thing that has changed: the design. In 1973, a federal safety law required strikers to be placed in the back of the matchbook instead of the front.)

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DD Bean & Sons Co., Ohio Match Company, Diamond, Match Corporation of America, Lion, Atlas, Monarch, Federal, Universal, and Superior produced close-up covers before the introduction of collapsible match covers during the industry’s heyday; It lasted roughly from the 1920s until World War II. But when Close Cover was published in 1987, there were fewer than 20 companies producing matching games in the United States, and the number has since declined.

Pilumenist Michael Priro of The MatchCover Vault notes that all that’s left are “the big three local producers: Atlas, Diamond and DD Bean.” Or as Bob Stine, vice president of Maryland Match Corporation in Baltimore puts it, “Survival of the fittest.” Founded in 1935, Maryland isn’t technically a manufacturer — it’s a distributor that buys basic physical products from other manufacturers like Atlas and customizes them for customers. Today, Atlas currently only manufactures matchboxes and book covers locally for the hospitality industry. of New Hampshire, D.D. Bean and Diamond Match Company are still in business, but both make matches mostly for the retail market — they also make free matchbooks offered to larger businesses, such as Benefit Stories. The industry that produces the most compatible and related packaging is Japan; Moved to China and India. (The next time you pick up a new book or box, take a closer look at where you made your matches.)

The matchbook industry has had to adapt after the widespread adoption of smoking restrictions against cultural and health trends. For most professionals in the hospitality industry; Events have already entered the “unnecessary” column in the business expense account. Carolyn Stine, co-owner (with chef Suzanne Goin) of the Look’s restaurant group in Los Angeles says, “For years, we’ve offered matchbooks as a fun gift that’s endlessly encouraging to restaurants. But Stine clearly cites the current lack of smokers as a reason for stopping the group’s supply of branded matchbooks. “It’s about the collection of matchbooks we have at home and how we remember those restaurants. ” she said. “But as the number of people smoking outside decreased and the economic costs increased, we decided to remove them.”

Stine, who has been with Maryland Match Corporation since 1978, has seen this reaction firsthand. “Compatibility in the first few years in some areas makes it difficult to convince restaurateurs to promote their brand and their image,” he admits. Stine is impressed with Maryland Match’s steady increase in sales over the past six years, but he’s realistic. “It’s not what it used to be, it’s never going to be,” he said of the racing industry. “Our biggest problem is still convincing young restaurateurs that this is the cheapest way to get your name out there. It’s not being promoted as a smoking gun.”

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This point is not lost on restaurateurs like Tilden, who see this type of souvenir in a thoroughly contemporary context. “I never thought of them as an aid to smoking,” he said. But that doesn’t mean no one is smoking anymore. co-owner of Kochon & Butcher, the Link restaurant group in New Orleans; Chef and co-owner Stephen Stryzewski points out, “There’s a big group of people drinking and smoking here.”

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