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GILMORE GREETS 1933 AS NEW CHALLENGE
Splendid Record of 1934 Offers Inspiration in New Year 

They Demand Real Proof
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President E. B. Gilmore and Vice-President C. S. Beesemyer favor speedway contests as means of proving gas and oil refinements. Here they are seen, Gilmore at wheel, trying race car performance during preparation for the 200-mile National AAA championship race at Los Angeles, in which Gilmore users finished one-two. 

ENTERING the new year of 1935, all who are identified with Gilmore can look back upon 1934 with satisfaction in continued progress and take inspiration from it. 

As we make a brief survey of the past year, we find of primary importance to dealers and to the company, marketing results that show an excellent, steady gain in sales of products. The line was increased in a major way by the addition of two lubricants, sturdy and extreme pressure ; and special emphasis was placed on lubrication business with adoption of the Gilmore Chek-Chart system. 

NEW GASOLINE WELCOMED
In gasoline, the year marked the introduction, late in March, of "Controlled Power" Red Lion with tetraethyl added. An energetic advertising campaign was carried through to the end of the year in the "controlled power" principle. It is noteworthy that army, navy, and marine officers complimented Gilmore on applying to gasoline this principle which is the secret of long range powder and readily gave statements and even lectures on the subject. Similarly noteworthy was the recognition of such power control principle by famous coaches of football and other sports, who willingly gave statements for advertising purposes, glad to emphasize the need of control of power in athletics. They regarded this a sports promotion as well as tribute to the gasoline. 

PACIFIC AAA CHAMPION
Proving up products in the Gilmore way of actual performances in most trying conditions and contests, the year saw Gilmore in a fresh round of records and championship performances. In the Pacific coast's auto racing championship under American Automobile Association supervision, the Gilmore users again were on top. Rex Mays and Floyd Roberts staged a merry duel for the championship during the last two months, with the title finally going to Rex Mays on the finish of the 250-lap race at Legion Ascot speedway December 30. 

SHOWS HOOSIERS SPEED 
Perhaps the greatest automobile speed performance of the year was that of Kelly Petillo, with Gilmore, at Indianapolis when he set an all-time qualifying record of 25 miles at an average speed of 119.329 MPH and also turned the speedway of 2 1/2 miles in the fastest time ever recorded there for two-man cars at over 122 MPH. The fates of racing put Kelly out of the 500-mile grind, but Mauri Rose finished in second place only 27 seconds behind and breaking the former record, while Lou Moore was third and A. R. Litz fourth, all using Gilmore in a remarkable preponderance of evidence of its speed and power. 

ONE-TWO IN NATIONAL 
Returned to the coast, the Red Lion's own hunting grounds, when the AAA scheduled the final contest for national championship at Los Angeles municipal airport track, on December 23, Kelly Petillo and Wilbur Shaw, both pushing throttles on Gilmore "controlled power", seesawed the last 25 laps of the 200-mile contest in first and second places, but Kelly got into the lead in the final laps and hung on to win. Thus Gilmore finished one-two. It was the first time since 1922 that a national race with the two-man cars had been run in the Los Angeles area. With Petillo rode a Japanese mechanic, Takio Hirashima. The winning car was the "Gilmore Special" and the second the "red Lion Special." Third place was taken by Ralph Hepburn, using competitive products, but in fourth place came "Doc" Mackenzie, another Gilmore user. 

The Pacific coast's secondary speedway championship, as well as the AAA principal, also was won with Gilmore, Woodie Woodford having annexed the title of the Pacific Northwest in a brilliant succession of victories. He won 31 races in 41 starts, and was in the money six times more.

STOCK CAR RECORDS MANY
A great many remarkable results in tests on hills and highways were attained during the years as proof of speed, power and mileage with Gilmore products in stick cars of various makes. One of the most notable performance was a drive of 1252 miles in a Ford V-8 on circuit of Los Angeles, San Francisco, Sacramento, Reno, High Sierras and Mojave Desert, which made all kinds of conditions, at average of 31.27 miles per gallon of Red Lion gasoline. This run was made by Austin Elmore, an automative engineer ; and for a hill-climbing record he contributed a successful high-gear scaling of Blue Ridge Summit in the San Bernardino mountains. His was the firs time the 15-mile twisted run to the elevation of 8200 feet had been made in high, and Elmore was joyfully emphatic in credit to Gilmore Red Lion, Lion Head and Gilmore lubrication throughout.  He used SAE 10 Lion Head, declaring it not only stood the grind but that its light weight enabled him to speed his motor as suddenly as required at critical points in the climb. He frankly stated that he had been able to get no such results from other oils. 

WINS ALL ROAD RACES 
Perhaps the dependability of Gilmore gas and oil in stock cars was more effectively demonstrated than in all the highway tests, however, by the winning of the three great stock car road races held in California. These were the Gilmore Gold Cup, the Targo Florio, and the Oakland road races. H. W. Stubblefield won the first named, and Lou Meyer won both the others. Incidentally, Ford V-8 was the winning car in each of these events. Indeed, there were plenty of this make in the races, but those that were powered and lubricated with Gilmore were the ones that "took the money". 

WINS NATIONAL TITLES 
As a matter of fact, Gilmore is so consistently winner that the public just about takes it for granted that such will be the results in any test of speed and power. In this brief resume, we can let the many instances of upholding the checkered flag emblem pass, but mention is due Al E. Blohm for again winning the national championship with his Gilmore-powered Class F racing runabout, which he did at Astoria in September ; and Cordy Milne, Gilmore's motorcycle speedster, for winning the national short-track championship. As novelty, let us also record that Irwin Ohllson chose Gilmore for his miniature motored airplane, and with eight ounces of Red Lion and Lion Head mixed in the tiny craft let it loose for a world record flight of one hour and three minutes. The record was made at the California fair. 

CIRCUS TAKES ROAD 
Publicity activities were many and varied. Exhibits were topped by the Los Angeles and San Francisco automobile shows, the Gilmore radio circus appearing at the latter and causing a new record for attendance in the auditorium. An outstanding feature in showmanship of the year was a theatrical tour by the Gilmore Circus, covering the coast from Mexico to Canada as a headline attraction. The show was out nearly three months, following its season of broadcasting from the Radio Playhouse in Los Angeles. After the close of the tour, in July, the services of Cliff Clark, the backer, who had managed the tour, were obtained as lion-tamer, entertainer and announcer with the public-address car. Greatly amplified sound equipment was installed in the Auburn lion speedster, and a new club lion, Gilmore VI, secured for display aboard the car or in the handsome trailer-cage which completes the rig. 

NEON TRUCK IS HIT 
While the immense popularity of Barker Clark, the lion and the public address service held them in southern California territory too advantageously to make a northern tour before the rainy season, such a tour to the Canadian line was conducted with the latest; and perhaps most attractive, addition to Gilmore equipment. This is the first neon-illuminated, streamlined gasoline truck ever shown, and has brought Gilmore more praise than any other "show-piece" an oil company has turned out. 

COURTESY TO WOMEN
An innovation of the latter months, made as an experiment in good-will service to women, is courtesy lectures on women's place in aviation by Capt. Mary Charles of the Women's Air Reserve. She has been graciously welcomed, with thanks to Gilmore, by women's clubs and other organizations. This service was inaugurated by a demonstration of transcontinental formation flight by six of the women's air reserve fliers known as the Red Lion Flight. A fine gesture with the sports fraternity was accorded by President Gilmore ins ending the Red Lion Skeet team to the national championships at Bridgeport, Ct., with result that the team captured the national title and broke a world team record. Al Lucas, capt., Bob Wilfong, Ralph Scott, Don Morrison and Major Slater, a Gilmore dealer, were the team members. A great deal of display and publicity greeted them on their return to the coast. Sky-writing had a spot in the publicity program, and a true departure from other oil company exploitation was the use of set pieces of fireworks in cooperation with a number of celebration, notably at the great southern California fair in Pomona. 

STADIUM ADDS GOOD WILL 
An individual activity by President Gilmore that has contributed much to good will for the Gilmore Oil Company is his building of the splendid Gilmore Stadium on his boyhood ranch and first Gilmore oil field, which is now surrounded by residential Los Angeles. The location is at Beverly boulevard and Fairfax avenue. Built in horse-shoe shape and of 20,000 capacity, this stadium has been a boon to midget car and motorcycle racing and to football teams not having privilege of the memorial coliseum or requirement for so large an amphitheatre. Its one-fifth mile track is recognized as the fastest in America, and many midget and motorcycle records have been hung up there. 

Mr Gilmore's prize winning horses, reared and trained on his Kern County ranch, likewise contributed to further- 
[Continuation to Bottom of 2nd Page]-ance of the name as a winner ; and more consideration for sportsmen, assisting them in their quests for fish and game, was tendered in sponsorship of many scouting trips to gather and distribute information on hunting and fishing conditions. 

STATIONS ARE IMPROVED
Great improvement in the general aspect of dealer stations was effected during the year. Scores of new, modernly designed stations have been erected in the dealer representation on architectural pattern developed and recommended by the company. These stations not only enhance the impression of Gilmore gained by motorists, but add a degrees of uniformity that aids motorist in identifying stations dispensing Gilmore products. Many new stations on other individual designs likewise were built, also lending modernization to the Gilmore retail picture. Company remodeling of the home office in Los Angeles and of the division and branch offices in San Fransisco have been carried out at considerable expense and improvements made at numerous others of the 48 branches. 

Payrolls were maintained in the increased proportion adopted under the NRA and code regulations, and successful operations enabled restoration of half the single 10 per cent pay reduction made during the depression. 

Sadder-"Women ain't got no consistency."
Wiser-"Sure, but what's the new angle?"
Sadder-"My wife chased me out of the house this morning with a rolling-pin and then cried because I left home without kissing her good-bye."

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Great Gains Are Made In Sales Contest 
Dealer knowledge of steadily increasing favor among motorists for Gilmore products was disclosed in a most practical was by a 91 day sakes contest concluded in December. All distribution branches vied for an attainment trophy offered to that exceeding quota based on past sales by the largest margin, and for prizes put up in connection with the trophy. 

Almost uniformly up and down the coast, retailers were found ready, without any special inducement, to cater to the increasing demand and prepare with larger orders. The duration of the test was sufficiently long to prove up on anticipated increased consumption, building up to new levels in sales. The test applied not only to gasoline also, thereby covering the whole service. 

Highly flattering results, assumed by the lengthy building up process to be stable, were attained. In the Southwest division, the Tulare branch was high with an average of 51% above quota on all products, followed by Pomona, Fresno, Imperial ad Banning branches as the next four. In the Central division, Merced branch led with an average gain of 71% over quotas, with Modesto, Eureka, Salinas and Redding branches next in order. In the Northwest division, handicapped by season, Albany branch was leader with average excess of 8% over quota, and Aberdeen, Portland, Everett and Longview were next in order. 

TOURNAMENT OF ROSES ENTRY REVEALS CLASSIC ANTECEDENT OF GILMORE RED LION POWER 
Golden Legends ! 

This was the theme of Pasadena's 46th annual Tournament of Roses on New Year's Day, 1935-And how it suited Gilmore!
It suited so well, in fact, that Gilmore decided to enter a float for the first time in the famous Rose Tournament parade and picture the mythological origin of lion power for transportation, the adoption of such power by the most majestic goddess of them all-Cybele, mother of the greater gods and goddesses, Jupiter, Neptune, Pluto, Juno, Vesta and Ceres. 
What more glorious ancestry could be had than that symbolized in Red Lion? And what more significant interpretation than from the mythological story of Cybele's celestial steed? It was unity of utmost speed and highest courage that brought about the great queens choice of charger. 

HOW SPEED AND COURAGE WED 
If you do no remember your mythology, here's the story. The virgin Atalanta, descendent of Prometheus, was the fleetest mortal and so beautiful the youths insisted on wooing her despite an oracle that marriage would be disastrous to her. She made a condition that she would marry and who could beat her in a footrace, but with death and penalty for failure. The handsome youth Hippomenes, great grandson of Neptune, was judge at the field day when may suitors tried and died , but he himself was smitten with her lithe beauty and courageously challenged her, praying to Venus, goddess of love, for aid. Venus gave him three golden apples to toss aside and divert her attention as they ran. She had fallen in love with him and hoped he would win, so stooped to pick up the last alluring apple, thus permitting him to beat her by a stride. 
Hence they were wed, the greatest of speed and courage ; and it was then that Cybele changed them into lion form and thenceforth traveled the heavens and earth riding or driving a lion or lions, or sat upon her throne with a lion at each side of her. 

ITS THE CLASSIC POWER TODAY 
And see how smoothly this classical origin of lion power comes to Red Lion as the earthly choice of queens of motordom!
Cybele was the diety presiding over city building, as symbolized by her mural crown. That sign is fulfilled by the great cities on earth. These cities are full of traffic. And the smart queens with their motor cars emulate Cybele for swift, safe travel, using the lion power that Gilmore offers them. 

SAYING IT WITH FLOWERS 
Depicting the story on the float, a huge sculptured lion patterned after the familiar leaping Red Lion is driven by Cybele in her Golden chariot. The lion's skin is made of petals of poinsettias, the chariot covered with golden glow and decorated with roses and a rail of violets. Behind the chariot, as in the story, are Atalanta and Hippomenes at finish of their race, and back of them under Olympian columns and canopy stands Venus, who brought it all about. The columns are sheathed in white sweet peas and the canopy made of sprays of roses. 
Base of the float is done in creamy pompoms, and the title, "Cybele-Queen Goddess," front and rear, and the name "Gilmore" on the sides, are made of rich red roses. The lion and chariot skim over clouds of candytuft. 

EXPERTS BUILD PICTURE
Building of the float was directed by Harry M. Bennett, noted artisan, who gave full time to this entry and employed the celebrated sculptor Finn Froleich and Martha Warren, expert floral designer, to assist him. From many candidates for roles on the float, Mr. Bennett selected as Cybele, Barbara Gibson ; as Venus, Barbara Brooks ; as Atalanta, Dorothy Branstiter ; as Hippomenes, Don Keinly ; and as heralds, Marion Durston and Elizabeth Jones. These heralds, proficient trumpeters, while not characters in the story, rode in niches at the front corners of the float, close to the ground, heralding the queen goddess and her steed-telling the world, as it were, and a bit interpretive perhaps of Gilmore's readiness to advertise, which was, of course, just what the float was doing there. 
A new Ford V-8 truck chassis was generously loaned by Hubbard Auto Sales Co., 785 S. Central avenue, Los Angeles, for mounting the float and bearing it in the parade. 

PA CAR ALSO ON PARADE 
Aside from having this entry in the parade, Gilmore's public-address speedster was chosen to serve as official announcing car along the route, and having to be covered with flowers, as all vehicles concerned with the show must, it was transformed into motorboat shape by use of a shell coated with flowers. A red floral lion was mounted on it and the good ship named "Gilmore Red Lion". Cliff Clark, the well known circus barker, operated it, with the official announcer beside him. 

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MODERN STATIONS FOR MODERN PRODUCTS 
At left is pictured the new station of Frank Krauger in Salem, Ore., built on uniform design recommended by Gilmore. Dick Weisberger and Johnny Cravec, the "touchdown twins" of the conference champion Willamette team had stopped by and were showing another version of "controlled power". At right is a luminous modernistic station in Los Angeles. 
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How Gilmore Serves Coast Is Told By Strip Map
Showing locations of Gilmore Branch Plants [[Along West Coast]]
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HAPPY NEW YEAR