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SPIRIT ARCHIVES, LIQUOR EXPERT:  JEFFREY POGASH

HOW TO TREAT A LADY
by Jeffrey Pogash 
  
In many ways, the 19th century woman held a privileged position within our culture, as long as she was a member of the social elite that is.  Imagine pulling up to The Waldorf Hotel on 33rd St. & Fifth Avenue (were the Empire State Building is found today) in a splendidly bejeweled coach and four, with footman, in attendance to cater to milady’s every need.  Socialites who were proper ladies would never have considered entering a bar, as it was then sacred territory of men.  The bars of The Fifth Avenue Hotel, The Waldorf, The Hoffman House, and all the other top establishments were reserved for the gentleman and most had the word “Men” in their title, indicating that there were other rooms in the hotel more “suitable” for the gentler sex.  The Waldorf’s bar was originally called ‘The Bull ‘n’ Bear’, but was changed to ‘The Men’s Bar’ just in case there was any doubt about its accessibility to women.  But if you entered The Waldorf to attend one of the grand balls give by J.P. Morgan, Mrs. Astor, the Guggenheims or the Bradley Martins, and if you were the daughter or spouse of one of New York ’s movers and shakers, then a special dinner, or better yet, a costume ball, was a social event to look forward to.

The most luxurious and opulent sets ever seen, created years before the birth of the Ziegfield Follies, were erected within the ballrooms of the great hotels and restaurants, where outstanding French cuisine, great wines, flowing punch bowls and lavishly costumed women, who happened to be the most beautiful and sophisticated in the United States, took center stage.  It was just this type of event that was empowering for women, since they took control and reinvented themselves, quickly becoming the object of desire at social affairs, the décor serving to enhance the aura of forbidden love.

At a typical party in the Palm Garden , the great fireplace would be a blaze of roses and acacias, with centerpieces for each of the one hundred and twenty-five individual tables featuring a massive bouquet of American Beauties.  At another event, hosted by Mr. Guggenheim, nightingales, blackbirds, and canaries sang in a grove of transplanted rose trees with blooming hyacinths and tulips.  Golden matchboxes and vinaigrettes adorned with rubies served as party favors.  It was theater at its best and most decadent.  At the Vanderbilt Ball of 1892, Miss Anne Morgan, the daughter of J.P. Morgan came dressed as Pocahontas in a beaded dress made by Indians.  Mrs. Bradley Martin appeared as Mary Queen of Scots sporting a white bodice and a headdress of ruby velvet.  For dramatic effect, at the stroke of 12 Midnight, liveried footmen passing among the guests distributed jeweled gifts to the ladies, a gracious American custom that would last well beyond the Belle Époque.

The great hotels of this century became the center f social life for women of privilege, women who were appropriately spoiled by the men who owned and ran these great hothouses of entertainment.  But nowhere was a woman treated with greater delicacy and largesse than at the finest dining establishment of the time, the restaurant that set the standard for all eateries, including those of today, Delmonico’s.

Lorenzo Delmonico was consummate host, a master restaurateur, and a brilliant marketer, evidenced by the creation of his own champagne label back in the 1860’s and the renown that lingers to this very day for Delmonico Steak.  The name ‘Delmonico’ was legendary thirty years before The Waldorf Hotel opened its doors, in part, because of a series of events that were held in the restaurant located on Fifth Avenue and 14th Street , known as the “Silver, Fold, and Diamond Dinners.”  These gargantuan repasts, created without cost in mind, were marked by some of the greatest cuisine ever created and by thoughtful little gifts folded into the napkin of each lady.  In stunning succession, prominent New Yorkers Leonard Jerome, August Belmont (of racetrack fame) and William R. Tavers attempted to outdo the other in order to impress the ladies.  Bracelets of silver were found in the napkins of each woman attending the Travers dinner, a gold bracelet engraved with “J.P.” was discovered at the Leonard Jerome dinner and Mr. Belmont pampered his female gusts with a diamond bracelet hidden within their napkins.  From a culinary perspective the truffle ice cream served for dessert at the Jerome dinner made quite an impression on guests.  Lorenzo Delmonico himself was amazed and baffled at the audacity of these men and with their challenge: “charge what you will, but make my dinner the best.”  Never had he received a request such as this from three men competing against each other in what can only be described as a gastronomic triathlon.

The gift bag of today, handed out at upscale parties and promotional events, descends directly from this 19th century tradition of handing out extravagant gifts to the ladies during a dinner.  Where did it all begin? Apparently, this type of gift giving can be raced back to a southern gentleman by the name of William Gaston of Savannah Georgia who “always placed at each lady’s plate, a beautiful Spanish fan of such value that they are preserved by the grandchildren of those ladies and are proudly exhibited to this day.” Shouldn’t every lady have a Mr. Gaston looking out for her?

 

BARTENDER Magazine - Summer 2007

 

This article was featured in BARTENDER Magazine, Summer 2007 Issue. 

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