Map-Street Guide Souvenir Directory of Memphis

“Down in Dixie” in 1940.

Apart from offering a handy tourist reference, the booklet provides an ephemeral glimpse into the everyday life of pre-war Memphis. To begin with, an introduction by Walter Chandler welcomes the audience to the ‘Place of Good Abode.’ Chandler was a product of the local political machine led for decades by E.H. ‘Bull’ Crump, who appointed him personally as mayor in 1940 after a perfunctory one-day stint in the role. Crump Stadium, recently enlarged to seat 25,000, is among the locations of interest listed.

Segregation, a defining characteristic of the era, is referenced only in a few places – most notably with the two ‘Negro’ state parks dedicated the year of publication (the smallest on the list, in terms of acreage). Beale Street, a vibrant (and predominantly African-American) neighborhood with influential music and food scenes, is proudly claimed as the origin of the Blues in the first few pages. Numerous advertisements promote local restaurants, hotels, service stations, and retailers. Of particular interest is an ad for John Mills, a pioneer in the Memphis barbecue scene who started his first restaurant in 1929.

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