We Work At The Jollity Building

Posted on by The TellAllmarketing Blog

By Ray Schultz

Work recently took me to a WeWork facility in midtown Manhattan, where an upstart with no standing can rent a few feet of space and establish a New York presence. I waited in the shared space or Hot Desk area, where prices start at $450 a month; the coffee and wi-fi are thrown in. People lounged around with their laptops and smartphones, as they would in a Starbucks. Then there are the offices in back, which start at $450 but probably average out at around $2,500—my interview subject, from a foreign company, was located there. It made me wonder if the founders of this outfit ever read The Telephone Booth Indian, A.J. Liebling’s masterpiece on the Jollity Building, circa 1942. It seems to be built on the same business model.

Mostly occupied by hustlers who tried to make a buck or two by “promoting” people (i.e., swindling them), the Jollity Building had a similar sliding fee structure to We Work’s (in 1942 dollars). At the bottom rung were the Telephone Booth Indians, who simply hung out in in the lobby for free and used the telephone booths; often they could not afford the price of coffee and a pastrami sandwich, but they lived in perpetual hope of making a score.

Upstairs, there were spaces for rent on a monthly basis. But you had to see Morty, the rental agent, who refers to the renters as “heels.” Liebling writes:

Morty usually reserves the appellation heel for the people who rent the forty-eight cubicles, each furnished with a desk and two chairs, on the third floor of the Jollity Building. These cubicles are formed by partitions of wood and frosted glass which do not quite reach the ceiling. Sufficient air to maintain human life is supposed to circulate over the partitions. The offices rent for $10.00 and $12.00 a month, payable in advance. “Twelve and a half dollars with air, ten dollars without air,” Morty says facetiously. “Very often the heels who rent them take the air without telling me.” Sometimes a Telephone Booth Indian acquires enough capital to rent a cubicle. He thus rises in the social scale and becomes a heel. A cubicle has three advantages over a telephone booth. One is that you cannot get a desk into a telephone booth. Another is that you can play pinochle in a cubicle. Another is that a heel gets his name on the directory in the lobby, and the white letters have a bold, legitimate look.

The vertical social structure of the Jollity Building is subject to continual shifts. Not only do Indians become heels, but a heel occasionally accumulates forty or fifty dollars with which to pay a month’s rent on one of the larger offices, all of them unfurnished on the fourth, fifth, or sixth floor. He then becomes a tenant. Morty always views such progress with suspicion, because it involves signing a lease, and once a heel has signed a lease, you cannot put him out without serving a dispossess notice and waiting ten days. A tenant, in Morty’s opinion, is just a heel who is planning to get ten days’ free rent. “Any time a heel acts prosperous enough to rent an office,” Morty says, “you know he’s getting ready to take you.” A dispossessed tenant often reappears in the Jollity Building as an Indian. It is a life cycle.

One of the few legitimate tenants is Hy Sky, a sign painter who serves the heels in setting up their usually unsuccessful scams. He laughs when painting the signs because he knows he “will receive the only dollar that is likely to change hands in the transaction—the dollar he gets for painting the sign,” Liebling wrote. Often, Hy Sky would call Morty to say, ““Morty, pop up here and see the character I got here! He is the most phoniest character I seen in several years.”

The name Jollity Building was fictional, but it was based on a real place, or a composite of such places. Of course, two big differences between Jollity and We Work (beyond the clientele) is that you had to buy your own coffee at a counter in the old building’s basement, and We Work doesn’t have a dance palace on the bottom floor.

 

Drinking In The New Neon Wilderness

Posted on by The TellAllmarketing Blog

By Ray Schultz

Poor Nelson Algren. A new bar, the Neon Wilderness, has opened in Chicago’s Wicker Park neighborhood. But it can’t be like the ones Algren hung out in when he lived there, nor can it reflect the ethos behind the name.

 The Neon Wilderness is the title of Algren’s 1947 short story collection. His third book, it mostly focused on the desperate lives of the people who inhabited the area around Milwaukee Ave. and Division.

Among its 24 stories was “The Captain has bad dreams, or who put the sodium amytal in the hill & hill?”, a harrowing yet often funny account of a police lineup. This scene prefigured a similar one in The Man with the Golden Arm, Algren’s 1949 novel, which won the first National Book Award and was the basis of the movie starring Frank Sinatra (that Algren hated).

Algren turned another story in the volume, “The Face on the Barroom Floor,” into the climactic episode of A Walk On the Wild Side, his 1956 novel and the seed of yet another bad movie. And one of the earlier pieces in the collection, “A Bottle Of Milk for Mother,” was the foundation of Never Come Morning, Algren’s 1942 novel that sold over one million copies in paperback.

Perhaps the best story is “Design For Departure,” a novella unto itself, which described how a damaged woman lived in that era before gentrification—“in one of those great city caverns which are halfway between a rooming house and a cheap hotel. Every door has a number; and no one knows anyone else and nobody keeps the hallway clean because nobody rents the hall.

“The beds are rented by week or by night. They are rented along with the air and the hours. There is just so much warmth, just so much air…” (But where would she live now?)

Algren, who died in 1981, never saw much money from any of this, and what little he did see he lost at the track; His world view can perhaps be summed up by this line from Chicago: City On The Make, his 1951 prose poem: “Every day is D-day under the El.”