Haentz & Wheeler began building homes on Harding Avenue in August of 1907 and marketed their new planned development with the flowery language and hyperbole characteristic of the time. Brochures highlighted the beauty of the homes and surroundings and their proximity to public transportation. They referred to the Villa as “the park in Irving Park,” and “the beauty spot of the Northwest side,” offering prospective buyers “a home in a park.”
“No one looking for a home, or a location for a home in the future, can afford not to investigate Villa,” one passage read. “Every home a little gem of beauty and comfort, occupied by congenial, thrifty, home-loving people – agreeable to associate with. An improvement league, composed of resident members, looks after the improvements. This insures Villa being kept like a park.” Residents were expected to join the Villa Improvement League, paying dues of $5 per year. Today, those annual dues are $35.
Click on the images below to see examples of the original marketing materials.