It all started in 1898 when Edmonton businessman John Alexander McDougall had a dream to build a subdivision he called “McDougall Heights.” From his plan grew today’s Highlands community, one of Edmonton’s most richly historic places, home to a high concentration of residences and commercial buildings dating from before the First World War.
The neighbourhood is bounded by Ada Boulevard to the south and 118 Avenue to the north between 50 Street and 67 Street. In the 1880s, the area was part of River Lots 32 and 34, and owned by brothers James and George Gullion, former Fort Edmonton boat builders.
McDougall, who was twice Edmonton mayor, bought the land in 1898, and in 1910 he hired William J. Magrath and Bidwell A. Holgate as land brokers. They envisioned the neighbourhood as a wealthy suburb for the city's growing middle and upper classes. Like many developers in the early 1900s, Magrath and Holgate sold lots to buyers, who would then build houses at their own expense. To ensure the area would attract the well-to-do, they mapped out large house lots and slapped a $2,500 minimum on any building permits.
A contest was held to name Edmonton's newest "high class neighbourhood," and the winning entry got $50 in gold. Magrath and Holgate launched a vigorous advertising campaign, aimed at convincing people that the newly named Highlands – overlooking the North Saskatchewan River – wasn't too far removed from the amenities of the big city.
Hoping to spur sales, the development company built 28 homes starting in 1911. That year, Highlands was annexed in by the City of Edmonton, and then came city services including electricity, sidewalks, water, telephones and the coveted streetcars, which trundled out from downtown along 112th Avenue.
Magrath and Holgate built mansions overlooking the river valley on Ada Boulevard, named for Magrath's wife. Magrath’s mansion was reported to be worth $76,000 in 1912, a staggering amount of money for the time, while Holgate's, just to the east, was valued at $49,000.
The boom went bust in 1914, new construction screeched to a halt and many of the neighbourhood's homes were foreclosed. It wasn't until after the Second World War that substantial new in-fill development began to happen in the Highlands.
Today the neighbourhood remains one of Edmonton’s most popular residential areas for the same reasons it was so successful in 1910. It is a magnificent neighbourhood of large lots, gracious houses, big trees, and beautiful river views – all within a short distance of central Edmonton. Highlands endures as a close-knit place where people know their neighbours, watch out for each other and take pride in their treasured little haven of history.
When our Editor (Cheryl Mahaffy) suggested, in 2007, a story on the history of the stores/ businesses on 112 Avenue might be appropriate, I decided to take on the task. My original idea was cover from 'day one to the present', however! The first fifty years proved to be 'interesting' enough for now. The original plan was just to list the businesses by year and location, unfortunately, this made the article look like a 'stat' sheet.
It is hoped the finished format will be satisfactory, that is, a photo of what is now, and what other businesses operated at the same address. Starting at the 'east' end, through to an obituary for the Bellevue stores. Most Highland locations have a picture except for 6227 Bellevue Meat Market, (1914) 6228-Magrath Hart Building Co. (1914-15).
Click HERE for the Avenue History in pictures and to continue reading the story...
