Page:The Coffee Publichouse.djvu/21

15 made too fine for the working man is not shared by the proprietors of gin palaces, who know that the contrast between their lavish decorations and the squalor of the workman's home is an important element of attraction. The working man may be driven away by encouraging a different class of customers, but if this be guarded against, he knows how to appreciate lights, and pictures, and pleasant airy rooms as much as other people. It is to be borne in mind too that many of the customers of these houses, especially in great towns, are elderly people, thinly clad and in weak health, who would value a warm and cheerful room and a comfortable seat all the more because it is a boon they so rarely enjoy. It may be argued that as they are not accustomed to such luxury they will not expect it and may do without it, but the answer is that the Coffee Publichouse movement seeks to discover, not what people may do without, but what they need, and that it relies for its success upon the extent to which it may confer upon working people unaccustomed benefits.

The front of the house should be so decorated as to distinguish it from the neighbouring houses, and attract the notice of passers by. The sign or name of the house should be painted above the windows in letters extending the full width of the building, and also upon lamps fixed in front of the house, so as to be conspicuous when the lamps are lighted as well as by day. These lamps are the best advertisement of the business; they should therefore be fitted with brilliant burners.

The name or sign is not a matter of very much importance, but it is better on the whole to avoid giving to the Coffee Publichouse a distinctively class designation, or one which might appear to connect the house with any particular social or philanthropic movement. Any popular sign with local associations may be adopted with advantage.

If the upper part of the walls is papered or painted a pale tint, neatly picked out, with a darker dado below, and varnished, the best effect will be produced; painting, if