"CHEER-UP WEEK."

New Zealand Herald, Volume LXVIII, Issue 20851, 18 April 1931, Page 12

"CHEER-UP WEEK."

CARNIVAL IN AUCKLAND.

festivities commenced.

PROCESSION IN QUEEN STREET. DENSE CROWDS IN THE CITY. The carnival spirit was abroad yesterday when "Cheer-up Week" commenced in celebration of the 90th anniversary of Queen Street. All Auckland,* it 'seemed, was out of doors, and Queen Sf'reet itself was thronged with people who gathered befoie the luncheon hour to see the procession of decorated vehicles pass through the city. The procession marked the beginning of a week of festivities, and was the method adopted by local businese people and manufacturers of "Saying it with a smile."

Queen Street was dressed for the occasion in bunting and flags, and streamers stretched overhead enjoined all and sundry to "Cheer up." The people of Auckland willingly complied, as the atmosphere of the crowded footpaths testified.

Perhaps the women were more cheerful than the men—or it might have been that the men were more self-conscious than the women. At all events, the women gave unmistakable evidence that they had come out to enjoy themselves, and since they are credited with having control of the family purse their cheerfulness was evidently a good' oilier for the shopkeepers. Throrgs Witness the Parade.

A flight of aeroplanes from the Auckland Aero Club manoeuvred over Queen Street shortly after mid-day. At 12.30 p.m. the procession, which had assembled at r,una Park, turned into Queen Street and commenced its journey up the main thoroughfare, along Karangahape Road, down Pitt Street, Hobson Street, and Wellesley Street, and back through Queen Street. The object of the organisers of the procession was to make it the largest one ever seen in Auckland, and so great was the number of entries that they took almost 15 minutes to pass a given point.

Every vantage point in Queen Street was crowded with spectators. The footpaths and tramway safety zones were thronged, while others watched the spectacle from the windows of buildings and the roofs of verandahs. The procession was headed by mounted policemen and the Auckland Artillery Band. First in order of the decorated vehicles was a representation of "King Neptune" with attendant mermaids, an apt recognition of Auckland's status as a seaport. This was followed by various trades' exhibits. Variety of the Exhibits, The fire brigade was represented by a fire escape fully manned and the Auckland Transport Board by a decorated tramway repan tower. Humour was pro. vided by a "dark town" band and othef grotesque tableaux. •All descriptions of manufactures were represented, from bath mats to beer, and in many cases samples were distributed to the crowd. Orchestras on decorated lorries played lively music and _added to the gaiety. Both before and after the procession proper, certain business firms took advantage of the crowded streets to advertise their products by means of decorated vehicles, and during the day music was provided by orchestras which were driven through the city or played at street corners. In some cases the night signs i outside business premises were lighted up, which enhanced the colourful effect of the streets. Fortunate "Treasure Hunter." The success of the free gift scheme held in conjunction with the -festivities was evident. Circulars bearing different numbers had been distributed throughout Auckland during the week, and tickets bearing corresponding numbers were circulated among the Shopkeepers and placed on certain- selected articles. The production of the circular entitled the holder to the article so marked. This scheme will be continued through "Chccr-up Week." The holder of a circular has first to find the article to which he or she is entitled, and this entails a thorough inspection of shop windows. One' fortunate "treasure hunter" yes-, tew!ay, among others, was Miss M. Hosking, of St. Mark's Road, Reniuera, who found in the window, of a jeweller's shop an 18 carat gold solitaire diamond ring bearing a number corresponding to the circular in her possession. She promptly claimed and procured the ring. Although throughout the afternoon and evening groups of eager searchers were to be seen pressing round all the shop windows, they appeared to give added attention to the displays in the jewellers' shops, no doubt working on the principle that a free gift from such an establishment could not be other than valuable. Working Models on Display. Apart from the special displays ih the shops, entertainment was provided in many other ways. In the afternoon a . masked woman singer sang in the Queen's Arcade and the Strand Arcade, and items were played by a "Cossack" banjoist. An exhibition, which included engineering models, was open to the public in the Hall of Industries, in the Queen's Arcade, and working models were to be seen in many shop windows. The gay appearance of Queen Street was enlivened after dark, when festoons of coloured lamps were lit. The usual Friday evening crowd of shoppers was considerably augmented. Walking on the footpaths all day and in the evening was a slow and difficult process. Bands and decorated vehicles continued to parade in the evening, and special entertainments were provided in the picture theatres and cabarets. The spirit of reyolry continued to a late hour. List ol Yesterday's Awards. To-day 600 orphans will bo brought to Auckland to see the sights. In this work the Auckland Transport Board and private owners of motor-cars are cooperating. On Monday there will be a grand parade of motor-cars, and on Tuesday demonstration by the fire brigade. The Sallowing awards were made in connection with yesterday's procession:— Best decorated trade vehicle: Choysa Tea, 1; Firestone Tyres and Summit Shirts, commended. Bost decorated private car: Pink Roses. Most humorous 'turn-out: Old-time Phaeton. Character impersonation: "Bicycle For Two," 1; "Grandpa and Grandma 90 Years Old," 2; "Auckland's Oldest Settler," 3.