Bridging the Gap
Institutional services available in Iloilo City, 1930s
Iloilo, being considered as the 'Queen of the City of the South' in the first half of the 20th century, was the premier commercial center and entertainment capital of the Philippines outside of Manila in the 1930s. To it flocked not only farmers and merchants from the interior towns of the province and of the neighboring provinces of Aklan, Antique and Capiz, but also hacienderos and sacadas, especially from Negros Occidental. They visited Iloilo to sell their products, buy consumer goods, purchase machinery and equipment, negotiate crop loans with banks, check on prices of sugar and other products, and avail of the services that the city had to offer.
To cater to the discriminating taste of the hacienderos and the emerging middle class in the region, there were a number of tailoring shops in Iloilo City. They were the De Luxe Fashion, that also offered dry cleaning services; the ABC Gents' Tailoring in Iznart St. owned by Peyo Chen; the American Bazaar; and the De Luxe Haberdashery Co., Inc. The last two were found in J.M. Basa St.
For one's photographic needs, a number of photo studios could be found in the city, among them: Casanave Art Studio in Corner Sto. Nino-J.M. Basa Sts., Visayan Studio in Iznart St., owned by a certain H. Niinoto; and, The Nolasco D'Art Studio, Photo-engraving services were offered by the Joaquin Reyes and Co., Inc. at J.M. Basa St.
Iloilo was also one of the earliest cities in the Philippines to show first-run Hollywood movies to entertain patrons from all walks of life. Palace and Roxy Theaters were the homes of Metro Goldwyn Mayer, United Artist, Colombia,and Fox Quality Pictures. Eagle and Lyric movie houses were identified with Paramount, Universal, Warner Brothers, and First National Pictures.
For those who were fond of dancing, there were a number of nightclubs in the city. Gambling houses were also available who were inclined to this particular pastime.
For the moneyed ones who wanted to have a made-to-order jewelry, there were jewelry shops such as the Juan de Salvador Joyeria y Agencia de Empeños, Pablo Dulalia Joyeria y Casa de Empeños, and Hechanova and Co., Inc., all located at J.M. Basa St.
Printing and bookbinding needs could be done by La Editorial and by the Imprenta La Defensa in Rizal St., the latter owned by Marcos Villalon. Insurances can be secured from Sucesores de J. Reguera and Sorox.
There were also a umber of hotels and restaurants in Iloilo City. Among them were Central Hotel and Plaza Lunch, the latter served both as a lodging house and a restaurant.
A barber shop, 'The Modern Barber Shop', owned by Patricio Kabasaan, was operating in J.M. Basa St.
For electrical and refrigeration needs, there was Alpha Electrical and Refrigeration Service near Plaza Libertad.