Historic Photos

Photo of the Week, 65: Adolph ‘Sez’ Slow Down!

May 1st, 2014

On August 18, 1963, 19-year-old David C. Roberts of rural McLean County accidentally plowed his car into—and through—Adolph's Discount Store, located in the “Brandtville" corner of Illinois 150 and the U.S. 66 “Beltway" (now Veterans Parkway). Luckily, Roberts and his two passengers, as well as several customers inside (yes, the store was open), came away unscathed. Roberts told police his brakes somehow failed as he pulled up to the business. That's owner-manager Adolf A. Brooks' outside his store pointing to the damage. Many longtime area residents will remember this store, which opened in November 1961. Brooks' “Adolf Sez" advertisements spoke to an era of madcap, wily, harried, and tireless discount retailers. “Adolf sez whut ain't on the shelf is on the floor. We got it somewhar!" went one of his many folksy sales pitches. Brooks, who passed away in April 1995 at the age of 72, operated Adolf's until 1984.

Bill Kemp


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