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http://oceanspringsarchives.net/node/73
B.F. JOACHIM II
B.F. Joachim II (1882-1970), called Frank, was born at New Orleans, Louisiana on December 19, 1882. He married Magdalena Schmidt (1882-1971), called Lena, who was born March 10, 1882, at Ocean Springs. She was the daughter of Charles E. Schmidt (1851-1886) and Laura Coyle (1857-1931). Their children were: Mark Oscar Joachim (1904-1955), B.F. Joachim III (1908-1974), and Mary Frances Joachim Milner (1916-1987). In April 1903, a young Frank Joachim had a close call with the grim reaper at Gulfport. While attempting to board the moving Coast Train, he fell sustaining acute contusions to his face.(The Pascagoula Democrat-Star, April 10, 1903, p.3)
The Riviera Livery and Transfer Company
This transportation company was owned by Frank Joachim and was organized after his partnership in Joachim & Toler had ended. Joachim & Toler were in business as early as May 1914, when they added a Ford touring car to their taxi fleet which had previously consisted of one Ford and a Studebaker.(The Ocean Springs News, May 23, 1914)
Dan C. Toler (1876-1939) had been born in Alabama of North Carolina parentage. He married Dora Ramsay (1871-1941), the daughter of Sardin G. Ramsay (1837-1920) and Lula Ramsay (1851-1886). Mr. Toler acquired the Government Street feed store and livery stable of Calvin E. Dees (1877-1954) in February 1909. In December 1910, Mr. Toler sold his business to Dr. O.L. Bailey (1870-1938) who turned it quickly to T.J. Ames (1876-1927). This transaction left Ocean Springs with only two stable owners, J.J. O?Keefe (1859-1911) and T.J. Ames, which were considered adequate for the population and commerce. By 1920, Mr. Toler and family had moved to Vancleave, Mississippi where he was a superintendent of a logging railroad.(The Ocean Springs News, February 27, 1909 and December 24, 1910)
By 1915, Frank Joachim was operating as Joachim?s Livery and Transfer Company and advertised as follows:
Joachim?s Livery and Transfer Company
B.F. Joachim, Jr. Prop.
Automobile service by the day, hour or trip
Special attention given to country trips
Telephone, 59 Ocean Springs, Miss.
(from: Ocean Springs, Mississippi-1915)
C.E. Schmidt (1904-1988), former Mayor and author of Ocean Springs French Beachhead (1972), related in 1967, that his father, Frank E. Schmidt (1877-1954), circa 1910, built a two-story building on the northwest corner of Washington and Desoto for Frank Joachim to house his livery operation. Mr. Joachim remained here as the local Ford dealer post-1920. The business here was called ?Joachim?s Livery-autos, carriages, and wagons?(The Ocean Springs News, February 16, 1967, p. 3)
Ice price war
In April 1920, Frank Joachim began vending ice on the streets of Ocean Springs. A Biloxi dealer was his supplier. The local icehouse sold ice for $1.00 per 100 pounds of ice. Joachim cut the price to $.70 per 100 pounds commencing an immediate price war with the Ocean Springs iceman. Instantly, the price of ice was dropped to $.40 per 100 pounds of ice by the local ice supplier.(The Jackson County Times, April 24, 1920, p. 5)
Ford and Fordson Dealer
In mid-1920, Frank Joachim acquired the Ford dealership at Ocean Springs. It had previously been franchised to Helveston & Bell who operated from the Horton building on Washington Avenue. Mr. Joachim planned to set up a Ford service center and sell automotive parts for Ford vehicles. (The Jackson County Times, January 12, 1918, p. 5, March 6, 1920, p. 5, and December 25, 1920, p. 3)
Notice To The Public
I have been appointed the authorized Ford dealer for this territory and can make prompt delivery. A carload due this week. Full line of Ford parts. Ford Service Station to be installed.
FRANK JOACHIM
(The Jackson County Times, December 25, 1920, p. 2)
1920 Auto facts
At this time, there were approximately 55,000 motorcars in Mississippi. Hinds County with 2008 automobiles lead the State. On the Mississippi Gulf Coast, Harrison County had 1300 cars; Jackson County 700; and Hancock County only 350.(The Jackson County Times, March 6, 1920, p. 5)
On January 1, 1920, Henry Ford of Detroit issued an $8,000,000 bonus to his 80,000 automotive workers. Skilled employees who earned $10.80 per day and with five years tenure were given $270. Laborers who were at the $6.00 per day pay scale received $50. This remuneration was in addition to that earned in Mr. Ford?s profit-sharing plan.(The Jackson County Times, January 17, 1920, p. 5)
Joachim garage notes
In April 1921, Frank Joachim sold two Fordson tractors to locals in time for springs plowing. Gus Nelson and the Hamill Farm were the recipients of this fine machine, which could perform all tasks that its advertisements proclaimed.(The Jackson County Times, April 6, 1921, p. 3)
In July 1921, Frank Joachim reported that he has been unable to make Ford motorcar deliveries because the national demand for Ford automobiles had created a shortage. Mr. Joachim expected a carload of Fords within the next few days.(The Jackson County Times, July 2, 1921, p. 5)
In January 1922, Frank Joachim advertised his auto sales inventory as follows: Touring Car $348; Regular runabout $319; Regular chassis $285; Coupe $580; Sedan $645; One-ton truck $430; and the Fordson tractor $625. All prices f.o.b. Detroit.(The Jackson County Times, January 28, 1922, p. 5)
In March 1922, The Jackson County Times, reported that Frank Joachim led all Ford dealers in the district in percentage of sales in February 1922, and that it appears that he will excel his previous month record.(The Jackson County Times, March 11, 1922)
In June 1922, the Joachim Livery Stable acquired a seven passenger Buick.(The Daily Herald, June 17, 1922, p. 7)
Early December 1922 saw Frank Joachim install a modern radio set in his Washington Avenue garage. He invited everyone to visit in the evenings and listen to concerts broadcast from Forth Worth, Houston, Atlanta, and Jefferson City, Missouri.(The Daily Herald, December 6, 1922, p. 2)
In May 1923, Harry R. Lee (1903-1951) joined the sales staff of the Joachim Ford agency.(The Jackson County Times, May 12, 1923, p. 5)
In March 1924, Ford representatives rated the Joachim dealership at Ocean Springs as Class A, the highest rating possible.(The Jackson County Times, March 22, 1924, p. 5)
Joachim Building
The Joachim building was located on the northeast corner of Washington Avenue and Desoto on the west three-quarters of Lot 6-Block 24 (Culmseig Map-1854). Originally, the large home of R.A. VanCleave (1840-1908), pioneer entrepreneur at Ocean Springs and namesake of Vancleave, Mississippi, was situated here. It was erected in the winter of 1891, and burned circa 1905.(The Biloxi Herald, February 7, 1891, p. 1)
In January 1906, the VanCleave family sold their family residence property on Washington Avenue to Hannah Johnson, the spouse of William Johnson (d. 1922), an L&N conductor. In 1904, the Johnsons had built a home at present day 306 Washington Avenue, popularly known as the Holloway house.(JXCO, Ms. Land Deed Bk. 30, pp. 455-456)
Mrs. Johnson conveyed her Washington Avenue corner lot to B.F. Joachim II in March 1916, for $3250. Here sometimes in the early 1920s, Frank Joachim erected a large two-story masonry building to house his Ford dealership. In Late March 1931, Mr. Joachim vended his building to Frank B. Faessel (1870-1953) for $7500. It appears that the Joachim Ford agency failed during the early years of the Depression. The depressed economic situation during this era was reflected in July 1936, when Mr. Faessel sold the Joachim building to The United Poultry Producers, a co-op of poultry and eggs producers, he took a large capital loss as the selling price was only $3250.(JXCO, Ms. Land Deed Bk. 58, p. 440, Bk. 64, pp. 229-230, and Bk. 69, p. 151)
It is believed that Frank Joachim relocated to New Orleans for many years, before returning to Ocean Springs after WWII.(Mark G. Joachim, January 6, 2004)
Texaco dealer
Frank Joachim took over management of the local Texaco dealership in early July 1947. This station was situated on the old J.P. VanCleave property on the SE/C of Washington and Porter. Texaco acquired this parcel from W.S. VanCleave in June 1930.(JXCO, Ms. Land Deed Bk. 63, p. 479)
Mr. Joachim advertised his new venture in the local journal as follows:
TEXACO SERVICE STATION
Having taken over the management of the local Texaco Service Station as of July 1st, I shall appreciate your patronage.
FRANK JOACHIM
?Will You Please Give Me A Trial? I Will Try To Please You?
(The Jackson County Times, July 6, 1947, p. 8)
In November 1948, Frank Joachim remodeled his Texaco service station. Two new subterranean storage tanks with a 10,000-gallon storage capacity were installed. Gasoline distribution to patrons was supplied by two new pumps, which were approached on a newly resurfaced driveway. In addition, Mr. Joachim had two sanitary restrooms for the convenience of his customers.(The Jackson County Times, November 24, 1948, p. 1)
Texaco sold this station to Clovis H. Barnett in March 1977. Howard R. Barnett acquired it in November 1983 and vended it to Mohler Tidy car in December 1986. The Robert Mohler family still manage and operate the station and will soon open a deli-diner, to compliment their mini-mart.(JXCO, Ms. Land Deed Bk. 586 , p. 342, Bk. 777, p. 192, and Bk. 877, p. 100)
Youkey-Joachim house
The Frank Joachim home is extant at present day 1208 Porter Avenue. It is situated on Lot 8 and a part of Lot 7 in Block 2 of the H.F. Russell Subdivision. John K. Youkey (1848-1922), the builder, and family came to Ocean Springs from Cottage Hill, Florida in October 1911. Initially they rented the Meyers? cottage on Church Street. The Meyer?s cottage, now owned by Laura Ederer Bolton, is more familiarly known to today?s older generation as the Scharr house.(The Ocean Springs News, October 7, 1911, p. 5)
In late December 1911, Mr. J.K. Youkey acquired several lots in Block 2 of the Russell Subdivision fronting on Porter Avenue from H.F. Russell. Consideration for the parcels was $350. It is assumed the Youkey?s erected their home here in 1912.(JXCO, Ms. Land Deed Bk. 37, p. 525)
Mr. Youkey was a native of Ohio. He married Helen M. Douglass (1856-1928), an Indiana lassie, and the daughter of Jackson Douglas and Mary Lee. Youkey was a War of the Rebellion veteran having served with Co. H of the 135th Indiana Infantry.(Bradford O?Keefe Burial Bk. 17, p. 39)
Frank Joachim acquired the Youkey house from Walter G. Armstrong (1878-1945) in May 1944. It is believed that Mr. Joachim had been in New Orleans since the collapse of his automobile business at Ocean Springs, during the Depression.(JXCO, Ms. Land Deed Bk. 85, pp. 378-379)
The Heirs of B.F. Joachim Jr. conveyed their parents? home to Neil H. Ballard (1920-1984) in July 1971.(JXCO, Ms. Land Deed Bk. 410, p. 528 and JXCO, Ms. Chancery Court Cause No. 17286)
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1882 - 1970 (87 years)