Smiley's Point Returns to Augsburg

The building across Riverside Avenue where many Augsburg students gathered during the 1950s is now home to the 27-person staff of Augsburg's institutional advancement division. The College leased the building from Fairview-University Medical Center in order to bring the division's three departments-development, alumni/parent relations, and public relations and communication-together at one location.

From its construction in 1899, the Smiley's Point building served for over 60 years as an apothecary, initially founded by Norwegian immigrant Johan Vedeler. The Svane Apotek (Swan Pharmacy) served the largely Norwegian area of the Cedar-Riverside neighbor-hood near streets named Bjornson and Sverdrup, and next to the Norwegian Hospital, now Fairview-University. Because of its shape and architectural detail, it was the most prominent building of the several that inhabited the land surrounded by Riverside Ave., Sixth St., and 23rd Ave. After Vedeler's death in 1934, another pharmacist bought the building and gradually added features for students, such as a post office. The owner's personality and customer service were not particularly endearing to the students, however, and the place became known as "Grumpy's place."

In 1947, Dick Pautz '37 was working in Augsburg's public relations office. When an opportunity came to buy the business, he was talked into it by friends in the Seward and Southside Businessmen's Association.

"I took it as a sideline, and didn't intend to run the business," says Pautz. "I tried to figure out how to change the place's character."

Pautz sought to create a place for students to go after chapel, and expanded the scope of the business. Flowers were added to also serve hospital visitors. Drugs were eliminated, and the place became a confectionary, serving ice cream and sweets. Kelly Roth, nicknamed "Smiley," was hired as manager.

In order to name the business, Pautz launched a contest. The winning entry, from a neighborhood child, was "Smiley's Point," which appealed to Pautz as an antidote to the former nickname.

In 1953, Pautz sold the business, and the building was home to coffeehouses and other establishments before Fairview Hospital puchased it. Until this year, the hospital has housed several of its clinics and offices in the building and continued to use the Smiley's Point name. Two adjoining buildings have been connected to the original triangular building.

The alumni/parent relations and the development offices moved to Smiley's last summer, while the public relations and communication office joins them in December. The development team has offices on both floors, while alumni/parent relations and public relations are upstairs.

The office of the division's vice president is located upstairs in the rounded bay window on the point, in the room that Fairview Hospital preserved in its original state and called the Victorian Room. The Vedeler family lived on the second floor above their pharmacy for a time, and this office shows the beautiful original woodwork and detail of the building. Augsburg students have also lived upstairs at different times.

"We're very pleased with our new offices, the opportunity to continue the tradition of Smiley's Point, and the ability to work more effectively as a division," says Augsburg regent and interim vice president Allen Housh.

"We hope to see many alumni and friends here at Smiley's and hear memories they may have from their time at Augsburg," he continues.

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