Charles Goad produced large scale maps of town centres, initially for insurance purposes and later for retail analysis of floor area etc. Experian Goad continues this tradition today. They are beautiful maps and if, as a business, you bought a set – to keep an eye on competitors for example – every so often a Goad representative would come and update your map by pasting 'Corrections' on it. The sample (above) shows part of the centre of Ipswich from the south end of Tower Street down to the site of the Church of St Stephen. Edwardian Ipswich was full of ‘proper shops’, particularly those who clothed and shod us. The traders are labelled either by their trade and/or name. The map legends aren’t terribly readable in places, so it might be illuminating to mention some of them. 

From the Cornhill end of Tavern Street:-

Drapers and clothiers

Tavern Street north side:‘Boots’ (two); ‘Hosier’; ‘Hatter & Tailor’; Frank Mason, Draper; J. & J. Edwards, Clothiers; A.G. Cross, Draper.

Tavern Street south side: ‘Milliner’; ’Draper’ (corner of Tavern St and St Stephens Lane); ‘Hosier’; ‘Tailor’; Frederick Fish, Drapers & House Furnishers (various depts); ‘Milliner’.

Butter Market north side: F. Corder & Son, Drapers & Milliners; ‘Tailor’ and ‘Boots (corner of Dial Lane); ‘Tailor’; ‘Tailor’.

Butter Market south side: Phillips & Piper Ltd, Woollen Drapers & Clothiers; ‘Boots’ (two).

There are also ‘Draper’ and ‘Tailor & Hosier’ in Upper Brook Street.

 

Larger labels include a branch of the ‘YMCA’ running off a passage between nos. 11 and 13 Tavern Street. ‘Institute’ runs off a passage between nos. 15A and 17 (i.e. in its current position) which, to the rear, adjoins Poole’s Picture Palace / Lecture Hall (Gallery and Stage labelled) –today’s Old Rep pub in Tower Street. The large footprint of The Great White Horse Hotel stands out. The Grand Hotel at No. 16 Butter Market runs behind other buildings. The Ancient House is labelled ‘Sta’ (Stationer) running back to ‘Printing Works’ which may relate to ‘Printing’ and ‘Book-binding’ rooms across St Stephens Lane.  

The Conservative Club with its Billiard Room is in its present location on St Stephens Church Passage – the building was the first Masonic Hall in Ipswich (note the apse at the east end). On the corner with Upper Brook Street is ‘Ipswich Club’. The ‘Garden’ off Hatton Court is notable.

Smaller notes on the maps, crucial in assessing potential fire risks, are ‘Lathe & Plaster’, measurements of roof height, fire alarms, heaters, ‘Sprinklers Throughout’ (W.S. Cowell printing works – shown at left with Market Lane – perhaps surprising for 1909), also other dimensions and building material notes.

RG

 

More Goad fire insurance maps of Ipswich of this period can be viewed at:

https://commons.wikimedia.org/wiki/Category:Goad_fire_insurance_maps_of_Ipswich