(The following is a series of four newspaper articles about The Spot which ran in The Cleveland Daily Banner in September of 1991). By William R. Snell Bradley County HistorianIn the midst of the Great Depression while Franklin D. Roosevelt was in his first term implementing the new Deal, two Atlantans conceived an idea, which resulted in The Spot. In the 1930s Ruel Morrison and Curtis Sewell dreamed of a number of small diners in Georgia cities. They planned to open one a year until they finished their master plan. They opened one in a drug store in Athens, Georgia. Later diners were opening LaGrange and Gainesville, Georgia with the latter called the Collegiate Grill. While in Chattanooga to open a grill near a theater, they learned of a “hole in the wall” location in nearby Cleveland, Tennessee. The small building, located at 3215 Ocoee Street, had housed the Postal Telegraph office for years. After securing the lease the owners began serious plans to begin their eatery. The building was strategically located near the Princess Theater the bus station, two local banks and a number of other Cleveland businesses. The local diner opened July 23, 1937 under the name Orange Teaco. The initial ad indicated that the shop dispensed fresh fruit drinks, the new Orange Teaco drink, and included a coupon that could be exchanged for one drink. Allison Saloms was the first manager. The basic menu included a three-ounce hamburger and a five-cent drink, which was standard price for the period. They hoped to specialize in Orange Teaco, which was “an orange drink made of pure fresh orange juice, mixded with our new Hamilton Beach mixers, which gives it a delightful, smooth flavor that you will enjoy.” The shop also served a large jumbo malted milk, “in frost mugs, made of pure pasteurized milk, ice cream, and Borden's malted milk.” Fresh, delicious popcorn was offered to those who wanted something salty. The manager and owners soon realized that they did not have the volume of business to concentrate on the drink for which the shop was name. They changed to other varieties of drinks such as orange – and grape-aid, and Coca-Cola. Always on the alert for a bargain the owners got a bargain on a lighted sign that aid “The Spot.” Early sign shops featured a circle between the two names of the store. Soon the eating place became known as The Spot and has been so known during the next fifty years of operation. Soon Luke Hixson was hired as the manger and served until 1960 He set the pattern of longevity for most managers during the half-century of operation of the shop. In 1939, Hixson asked Chester Pirkle if he would like a part-time job at The Spot. Working briefly there, Pirkle later worked at Little Chef, but returned to The Spot in the early 2940s. Pirkle was born in December of 1924 in Chattanooga and moved with his family while a small boy. He attended Big Springs Elementary School and Bradley Central High School, but did not graduate. After working briefly at the eatery, World War II broke out in 1941. He entered the Army in 1943 and after three years of service retuned to The Spot, where he served until December 31, 1985 when he retired. Pirkle said that the popularity of The Spot was due to the menu, the variety of people who came to eat, and the talking and cutting up that took place among them. Lake Fields of the local fire department jokingly said that a person could “get insulted and a meal at the same time.” When Pirkle first came to work at The Spot hamburgers were ten cents with drinks a nickel. Hamburgers were 90 cents when he left in 1985. In 1977 Chester Pirkle and Lyman Pendergrass tried to explain the unique flavor of the hamburgers to reporter Brooke Heatley. They said that “it's al in the way you slap it on the grill so the whole patty sticks.' Despite its small size, only ten stools for sitting, The Spot was frequently crowded through the lunch period. The Spot had something different to offer in an open door policy and informality. While hamburgers and frosties were the most popular sellers, the menu included malts, milkshakes and homemade chili made by a closely guarded recipe. Frosties are still produced from the same machine installed years ago. The machine has been reworked, but continues to pour forth the thick cream, chocolate concoction. The restaurant was open six days a week from 7 a.m. to 7 p.m and was closed on Sunday. About 15 years ago, the schedule was changed to provide longer hours on Friday and Saturday until 10 p.m. In addition to the paying customers, there are some heart-warming stories of providing free food for some of the hungry visitors. In addition to feeding hitchhikers and some of the down-and-out Pirkle recalled feeding a mother and three t-shirted youngsters one wintry day. Then there is the lighter side Pirkle recounted an incident when a 16-year-old boy came in and ordered six hamburgers to go. A man sitting next to him asked if he were going to eat all of them, whereupon the youth said he would eat 12 if he had the money. The man volunteered to buy them if the boy would eat them; the man had to buy 12 hamburgers, two malted milks, and a Coke. One day a boy came in and asked if they would cash a check. When told there was a bank across the street, eh replied that he had already been there but they would not cash it. Lyman Pendergrass came to work at The Spot in 1958 with the understanding that he would work until he found something better. Pendergrass is still there, with minor interruptions, 29 years later. In 1984, Stan DeLozier, a reporter for the Knoxville News-Sentinel wrote a feature story on The Spot. He recounted that while fast-food franchisers might sell more hamburgers, they could not touch The Spot for atmosphere. He continued, “If you haven't eaten at The Spot, you surely haven't been to downtown Cleveland,” where the establishment is an institution. He described The Spot as a tiny place, maybe 12 feet wide and 14 feet long, which was “barely big enough to hold its reputation.” Because of its small size, during rush hours many stood against the wall until a stool became available. Not much has changed in nearly a half century. The Frosty machine is still the original, and burgers and chili are the staples. He concluded, that while “the burgers are good,” Chester and Lyman were “the attractions” at The Spot. In January, 1986, Lisa Eldreth completed an article on The Spot to commemorate the 40 years that Chester Pirkle worked there. “On the last Saturday of 1985,” Pirkle relinquished his manager's duties in his crowded little restaurant that had become his second home. Friends came from far and near to get that last cheeseburger, or last frosty, or that last bowl of chili ever to be served by their friend, Chester.” The article concluded with the announcement that The Spot was closed indefinitely, but could possibly reopen later. The Spot was owned by the original founders, who became known as Morrison's, Inc of Atlanta until the death of Ruel Morrison, when full ownership was obtained by Curtis Sewell in 1986. The Spot was reopened under the ownership of Larry Presswood. The current managers are a husband-wife team of Jim and Joyce Bennett who began work on April 2, 1987. Present co-owner Jim Bennett reported that The Spot will not be changed, but will be improved to meet customer needs and expectations. Recently the location has been enlarged by expanding into the room in which Mac's Pool Hall was located. Tables, chairs and booths provide additional area in which to eat. Along the walls are memorabilia of the history of The Spot which includes news articles photographs, various supplies and bottles associated with its long history. At present more women are using the facilities and becoming a part of The Spot Generation. Current leaders tell of frequent visits from people who had lived in Cleveland in the past, but live elsewhere at present. They bring family and friends to The Spot to show them that such a place really exists. It does and has for fifty years in Cleveland, Tennessee. It is Cleveland's oldest restaurant . There is not another one like it anywhere. Because of the heavy containers of the frosty mix, girls were not hired until relatively recently among those who have worked at The Spot through the years are:
E.W. Arthur Harry Burch Bill Burns Paul Carter Dennis Cartwright David Clayton Betty Corvin Gary Davis Steve Davis Harold Dixon Thomas Ensley Fred Hetson Terry Hixson Jerry Holmes Leroy Johnson Larry Jones Bob Kaylor Ronnie Kaylor David Ledford Arthur O'Daniel Mansel Parkinson Johnny Passman Bill Pendergrass Lyman Pendergrass Eugene Pierce Mrs. Chester (Ruth) Pirkle Keith Pirkle Mark Pirkle Jimmy Poole Harry Richardson Dennis Scott Gene Sinor Edward Smith Lewis Swetman Tommy Trotter Wensdell Visage Pledger Wattenbarger James Wise Ben Wyatt |