(See also attached story from Versailles, Indiana newspaper published May 26, 1920 after his death).
-Born to Robert and Ernestine Hendler Beer in Versailles, Indiana on March 11, 1862.
-Also called "A.H." or "Alf" in some accounts.
-Married Laura M. Suhr on Feb. 20, 1887.
-Three children: Walter Alfred, Florence E., and Charles Otto.
Alfred was trained as a jeweler and was associated with his father, Robert F. Beer, who established Beer's Jewelry Store in Versailles in 1855. When his father died in 1887, Alfred and his brother Ed continued the business. In 1894, Alfred purchased his brother's interest in the store and assumed sole ownership.
In 1899, Alfred put on the first "Beer's Big Pumpkin Show" to promote his business and the town of Versailles. Why pumpkins? In a presentation to the Indiana Retail Jewelers Assn. in 1911, Alfred explained: "It stands to reason that the same kind of advertising all over our country would not be the proper idea. I find that in my locality, it is well to interest the farmer, and at the same time to interest the citizens in general."
His astuteness in advertising was further revealed in this presentation: "I never gave any cash prizes for this reason: if you give cash prizes the money is soon gone. On the other hand, if you give a watch, silverware, cut glass or something like that - even if you have to buy a fine lamp from one of your dealers - it advertises while in your show window before it is gone and after that as long as it is in use."
The first Big Pumpkin Show was a great success, and Alfred continued putting it on himself for about eight years when it became so large, he turned it over to the city to run. Alfred gained national prominence in the jewelry industry for this advertising scheme. Photos of him with the pumpkins were published in National Jeweler Association and other publications all over the US. As of 2019, the Versailles Pumpkin Show is still being held every September in Versailles under the auspices of the Lions Club. It is the largest festival in Indiana, drawing over 10,000 visitors every year (see VersaillesPumpkinShow.com).
In 1911, Alfred's son, Walter, was made a partner in Beer's Jewelry and opened a store in nearby Milan, Indiana.
A well-respected business man and community leader, Alfred served the Versailles Building Loan and Savings Association as treasurer for thirty years. He also served repeatedly as a city council member and clerk, and was a key organizer in the establishment of the city's local fire company. He was known for his "cheery" personality, and as one source put it, he "was not afraid to put his shoulder to the wheel and help the car of progress through the mudholes and over the bumps that frequently hinder its forward movement."
Alfred passed away rather suddenly at his son Walter's home in Milan, Indiana after feeling unwell for a few days. He was 58 years old.
(Lora Hammond Weber - as of June 2019)
-Born to Robert and Ernestine Hendler Beer in Versailles, Indiana on March 11, 1862.
-Also called "A.H." or "Alf" in some accounts.
-Married Laura M. Suhr on Feb. 20, 1887.
-Three children: Walter Alfred, Florence E., and Charles Otto.
Alfred was trained as a jeweler and was associated with his father, Robert F. Beer, who established Beer's Jewelry Store in Versailles in 1855. When his father died in 1887, Alfred and his brother Ed continued the business. In 1894, Alfred purchased his brother's interest in the store and assumed sole ownership.
In 1899, Alfred put on the first "Beer's Big Pumpkin Show" to promote his business and the town of Versailles. Why pumpkins? In a presentation to the Indiana Retail Jewelers Assn. in 1911, Alfred explained: "It stands to reason that the same kind of advertising all over our country would not be the proper idea. I find that in my locality, it is well to interest the farmer, and at the same time to interest the citizens in general."
His astuteness in advertising was further revealed in this presentation: "I never gave any cash prizes for this reason: if you give cash prizes the money is soon gone. On the other hand, if you give a watch, silverware, cut glass or something like that - even if you have to buy a fine lamp from one of your dealers - it advertises while in your show window before it is gone and after that as long as it is in use."
The first Big Pumpkin Show was a great success, and Alfred continued putting it on himself for about eight years when it became so large, he turned it over to the city to run. Alfred gained national prominence in the jewelry industry for this advertising scheme. Photos of him with the pumpkins were published in National Jeweler Association and other publications all over the US. As of 2019, the Versailles Pumpkin Show is still being held every September in Versailles under the auspices of the Lions Club. It is the largest festival in Indiana, drawing over 10,000 visitors every year (see VersaillesPumpkinShow.com).
In 1911, Alfred's son, Walter, was made a partner in Beer's Jewelry and opened a store in nearby Milan, Indiana.
A well-respected business man and community leader, Alfred served the Versailles Building Loan and Savings Association as treasurer for thirty years. He also served repeatedly as a city council member and clerk, and was a key organizer in the establishment of the city's local fire company. He was known for his "cheery" personality, and as one source put it, he "was not afraid to put his shoulder to the wheel and help the car of progress through the mudholes and over the bumps that frequently hinder its forward movement."
Alfred passed away rather suddenly at his son Walter's home in Milan, Indiana after feeling unwell for a few days. He was 58 years old.
(Lora Hammond Weber - as of June 2019)
(See also attached story from Versailles, Indiana newspaper published May 26, 1920 after his death).
-Born to Robert and Ernestine Hendler Beer in Versailles, Indiana on March 11, 1862.
-Also called "A.H." or "Alf" in some accounts.
-Married Laura M. Suhr on Feb. 20, 1887.
-Three children: Walter Alfred, Florence E., and Charles Otto.
Alfred was trained as a jeweler and was associated with his father, Robert F. Beer, who established Beer's Jewelry Store in Versailles in 1855. When his father died in 1887, Alfred and his brother Ed continued the business. In 1894, Alfred purchased his brother's interest in the store and assumed sole ownership.
In 1899, Alfred put on the first "Beer's Big Pumpkin Show" to promote his business and the town of Versailles. Why pumpkins? In a presentation to the Indiana Retail Jewelers Assn. in 1911, Alfred explained: "It stands to reason that the same kind of advertising all over our country would not be the proper idea. I find that in my locality, it is well to interest the farmer, and at the same time to interest the citizens in general."
His astuteness in advertising was further revealed in this presentation: "I never gave any cash prizes for this reason: if you give cash prizes the money is soon gone. On the other hand, if you give a watch, silverware, cut glass or something like that - even if you have to buy a fine lamp from one of your dealers - it advertises while in your show window before it is gone and after that as long as it is in use."
The first Big Pumpkin Show was a great success, and Alfred continued putting it on himself for about eight years when it became so large, he turned it over to the city to run. Alfred gained national prominence in the jewelry industry for this advertising scheme. Photos of him with the pumpkins were published in National Jeweler Association and other publications all over the US. As of 2019, the Versailles Pumpkin Show is still being held every September in Versailles under the auspices of the Lions Club. It is the largest festival in Indiana, drawing over 10,000 visitors every year (see VersaillesPumpkinShow.com).
In 1911, Alfred's son, Walter, was made a partner in Beer's Jewelry and opened a store in nearby Milan, Indiana.
A well-respected business man and community leader, Alfred served the Versailles Building Loan and Savings Association as treasurer for thirty years. He also served repeatedly as a city council member and clerk, and was a key organizer in the establishment of the city's local fire company. He was known for his "cheery" personality, and as one source put it, he "was not afraid to put his shoulder to the wheel and help the car of progress through the mudholes and over the bumps that frequently hinder its forward movement."
Alfred passed away rather suddenly at his son Walter's home in Milan, Indiana after feeling unwell for a few days. He was 58 years old.
(Lora Hammond Weber - as of June 2019)
-Born to Robert and Ernestine Hendler Beer in Versailles, Indiana on March 11, 1862.
-Also called "A.H." or "Alf" in some accounts.
-Married Laura M. Suhr on Feb. 20, 1887.
-Three children: Walter Alfred, Florence E., and Charles Otto.
Alfred was trained as a jeweler and was associated with his father, Robert F. Beer, who established Beer's Jewelry Store in Versailles in 1855. When his father died in 1887, Alfred and his brother Ed continued the business. In 1894, Alfred purchased his brother's interest in the store and assumed sole ownership.
In 1899, Alfred put on the first "Beer's Big Pumpkin Show" to promote his business and the town of Versailles. Why pumpkins? In a presentation to the Indiana Retail Jewelers Assn. in 1911, Alfred explained: "It stands to reason that the same kind of advertising all over our country would not be the proper idea. I find that in my locality, it is well to interest the farmer, and at the same time to interest the citizens in general."
His astuteness in advertising was further revealed in this presentation: "I never gave any cash prizes for this reason: if you give cash prizes the money is soon gone. On the other hand, if you give a watch, silverware, cut glass or something like that - even if you have to buy a fine lamp from one of your dealers - it advertises while in your show window before it is gone and after that as long as it is in use."
The first Big Pumpkin Show was a great success, and Alfred continued putting it on himself for about eight years when it became so large, he turned it over to the city to run. Alfred gained national prominence in the jewelry industry for this advertising scheme. Photos of him with the pumpkins were published in National Jeweler Association and other publications all over the US. As of 2019, the Versailles Pumpkin Show is still being held every September in Versailles under the auspices of the Lions Club. It is the largest festival in Indiana, drawing over 10,000 visitors every year (see VersaillesPumpkinShow.com).
In 1911, Alfred's son, Walter, was made a partner in Beer's Jewelry and opened a store in nearby Milan, Indiana.
A well-respected business man and community leader, Alfred served the Versailles Building Loan and Savings Association as treasurer for thirty years. He also served repeatedly as a city council member and clerk, and was a key organizer in the establishment of the city's local fire company. He was known for his "cheery" personality, and as one source put it, he "was not afraid to put his shoulder to the wheel and help the car of progress through the mudholes and over the bumps that frequently hinder its forward movement."
Alfred passed away rather suddenly at his son Walter's home in Milan, Indiana after feeling unwell for a few days. He was 58 years old.
(Lora Hammond Weber - as of June 2019)
