The sun beat down on the twenty or so students of the College of William & Mary as they gathered around a slender, gray-haired professor with glasses. Together the group, which included myself, made up Professor Pease’s Architectural Design class for the fall of 2007. They followed their new professor on a walking field trip, a rarity for college-level courses, to tour the architecture of Colonial Williamsburg. The first stop on the trip was the simple, unassuming brick alley next to the Cheese Shop that connected the shopping area to off street parking lots in Merchants Square. Professor Pease paused a second, then described how this passage was one of his favorite spots in Williamsburg. Immediately questions like “what’s so special about this spot?” and “how can you possibly enjoy a mere connection between two points?” popped into my head, which I never vocalized. It was at that moment I realized there may be something important about this area that I had not seen before. I wanted to know more.
Over the next few months I began reading more into urban planning and architecture. Simultaneously, I was beginning to toy with the idea of pursuing honors in the history department. I decided to combine my growing interest in architecture with my aptitude for studying history and searched for an appropriate topic. Like many research topics, my final topic little resembled what I was considering in these early days. My first direction of study centered on looking at the evolving plan of Williamsburg over the centuries and its importance as one of the first master-planned cities in the Mid-Atlantic colonies. After some abortive preliminary research and some discussions with Dr. Carl Lounsbury, the Colonial Williamsburg Architectural Historian, I found this topic too broad for a thesis (and that many of my ideas had already been published in the book Tidewater Towns by John Reps). I then looked at what else in Williamsburg could possibly be a topic for study. Most of the buildings in the Historic Area had already been studied ad nauseum, but what about the buildings outside this area that were still relevant to the Williamsburg Restoration of the 1920’s and 1930’s? This is where I found Merchants Square.
I found it easy to ask questions about Merchants Square. What was here before the commercial area was built to accommodate the increased tourist traffic to Williamsburg? What did business owners, townspeople, students, and architects think of the new shopping center built right on top of Williamsburg’s downtown? What were the architectural, financial, and social considerations of architects planning and building Merchants Square? Was the development of Merchants Square part of a larger movement in commercial design? What role did the car’s development have in all this? I found the answers harder to find. Unlike my previous topic, there was no glossary of ready-made answers to these questions. I felt that researching this topic might actually be an important contribution to Williamsburg’s history. As soon as I realized this, I knew I had found the right topic.
When John D. Rockefeller Jr. set out to develop Merchants Square, he was contributing to a larger commercial movement across the United States. In the late 1920’s the car had transitioned from a toy of the wealthy to a household necessity which created new considerations for planners of commercial areas. New parking lots, paved roads, and larger stores were needed. It was now possible to drive to several different stores during a shopping trip and to travel further to find the best bargains. As business owners realized that they could exist outside of the downtown area, many began leaving in search of cheaper rents. Along with other factors, this caused the once thriving downtown areas of many American cities to lose their vitality and importance as they were replaced by regional shopping centers. Longstreth outlines this phenomenon in his book From City Center to Regional Mall: Architecture, the Automobile, and Retailing in Los Angeles, 1920-1950. Merchants Square was one of the pioneers for new open air shopping mall designs, but it was unique in that it was designed in a historical community context. The real question I want to evaluate is: did the transition from Williamsburg’s downtown area to Merchants Square help or hurt the community in the long run? As usual when I study history, I want to know why people, places and events are important and what effect, if any, they have on life today. Hopefully as I pursue my research I can find answers to some of the questions posed here.