Wurlitzer
The Rudolph Wurlitzer Company, usually referred to as simply Wurlitzer, is an American company started in Cincinnati in 1853 by German immigrant Rudolph Wurlitzer. The company initially imported stringed, woodwind and brass instruments from Germany for resale in the United States. Wurlitzer enjoyed initial success, largely due to defense contracts to provide musical instruments to the U.S. military. In 1880, the company began manufacturing pianos and eventually relocated to North Tonawanda, New York. It quickly expanded to make band organs, orchestrions, player pianos and pipe or theatre organs popular in theatres during the days of silent movies.
Wurlitzer also operated a chain of retail stores where the company's products were sold. As technology evolved, Wurlitzer began producing electric pianos, electronic organs and jukeboxes, and it eventually became known more for jukeboxes and vending machines, which are still made by Wurlitzer, rather than for actual musical instruments.
Wurlitzer's jukebox operations were sold and moved to Germany in 1973. The Wurlitzer piano and organ brands and U.S. manufacturing facilities were acquired by the Baldwin Piano Company in 1988, and most piano manufacturing moved overseas. The Baldwin Co., including its Wurlitzer assets, was acquired by the Gibson Guitar Corporation in about 1996. Ten years later, Gibson acquired Deutsche Wurlitzer and the Wurlitzer Jukebox and Vending Electronics trademarks, briefly reuniting Wurlitzer's best-known products under a single corporate banner in 2006. Baldwin ceased making Wurlitzer-brand pianos in 2009. Vending machines are still manufactured in Germany using the Wurlitzer name under Gibson ownership. The company stopped manufacturing jukeboxes in 2013, but still sells replacement parts.
In 2024, the Wurlitzer brand was reintroduced when Sound Leisure, a British manufacturer of classic-styled jukeboxes, partnered with the Wurlitzer family, launching a new jukebox as an official tribute to the 1940s Wurlitzer 1015.
History
Franz Rudolph Wurlitzer, an immigrant from Schöneck, Saxony, founded the Wurlitzer Company in Cincinnati in 1853. His sons Howard, Rudolph and Farny successively directed the company after his death. The company initially imported musical instruments from the Wurlitzer family in Germany for resale in the United States. Wurlitzer was an early American defense contractor, being a major supplier of musical instruments to the U.S. military during the American Civil War and Spanish–American War. In 1880, Wurlitzer started manufacturing its own pianos, which the company sold through its retail outlets in Chicago. In 1896, Wurlitzer manufactured its first coin-operated pianos.In the late 1800s, fairs were popular. As crowds grew and mechanical rides began to appear, there was a need for louder music. The fairground organ was developed. Eugene de Kleist of North Tonawanda, New York, was an early builder of such organs for use in carousels. Wurlitzer bought an interest in de Kleist's North Tonawanda Barrel Organ Factory in 1897. In 1909, Wurlitzer bought the entire operation, and he moved all Wurlitzer manufacturing from Ohio to New York. In 1909, the company began making innovative automatic harps that were more durable than European prototypes, and from 1924 to the 1930s, eight models were available. The "Mighty Wurlitzer" theatre organ was introduced in late 1910 and became Wurlitzer's most famous product. Wurlitzer theatre organs are installed around the world in theatres, museums, churches and private residences.
With the onset of World War I, imports from Germany became problematic, and Wurlitzer found it necessary to increase manufacturing in the US. In the early 1930s, Wurlitzer built a new, state-of-the-art manufacturing and marketing facility in North Tonawanda, complete with employee recreation areas, showers and a cafeteria. It had two landscaped avenues which fanned out over the area in front of the factory, creating a park and parkway setting off of Niagara Falls Boulevard. Some tree and lamp post installations, laid diagonal, remain to mark these roads. The growing company held its first annual Convention of associated businesses in Buffalo, New York at the Statler Hotel in September of 1937, complete with a three day program of events and a parade. The surviving complex, particularly the central front tower building and main entrance hall, is now a National Historic Landmark. Wurlitzer abandoned production of nickelodeons but continued to manufacture the music rolls for player piano music through a wholly owned subsidiary called the Endless Roll Music Company. Wurlitzer also assumed production of Lyric brand radios from the All American Mohawk Radio Company in Chicago. Lyric radios were a high-end console radio, which retailed for as much as $425 in 1929.
In addition to business acquisitions, Wurlitzer entered into several joint ventures with James Armitage, George Herschell, and other businessmen from the area. He constructed a separate plant at Goundry and Oliver Streets in downtown North Tonawanda specializing in short production runs to manufacture organs and hurdy-gurdies for amusement parks, circuses, roller rinks and carnival midways. Amusement rides, particularly carousels, were assembled at the facility.
Circa 1933, the Wurlitzer name gradually became more associated with jukeboxes than with musical instruments. In 1942, organ production at the North Tonawanda factory ceased and production was shifted to the manufacture of bomb proximity fuses for World War II. After the war, normal production efforts resumed but with more focus on radios, jukeboxes and small electronic organs for private homes. The Rivera Theatre, also in North Tonawanda, possesses one of these historic organs as well as Shea's Performing Arts Center in Buffalo, New York.
Among Wurlitzer's electronic instruments, beginning with electrostatic reed organs in 1947, the most important have been the fully electronic organs, especially the two-manual-and-pedals spinet type for domestic use. In the mid-1950s, Wurlitzer began manufacturing portable electric pianos.
Rembert Wurlitzer independently directed the firm's violin department from 1949 until his death in 1963, building it into a leading international center for rare string instruments.
In the 1960s, Wurlitzer ventured into new instrument markets. In 1964, Wurlitzer bought the rights, registered trademarks, copyrights, patents, engineering records and factory of the Henry C. Martin Band Instrument Company, which manufactured brass wind instruments in Elkhart, Indiana. In 1967, Wurlitzer entered the guitar market as the sole distributor of Holman-Woodell guitars, which were originally sold under the Wurlitzer brand. Wurlitzer then switched to an Italian guitar maker, Welson, before abandoning guitar sales altogether in 1969.
While original Wurlitzer jukeboxes sold well, technology soon outpaced Wurlitzer. By the 1950s, other companies dominated the jukebox market. Wurlitzer sold its Martin rights to LeBlanc in 1971, to focus on its core markets with pianos and jukeboxes. In 1973, Wurlitzer sold its jukebox brand to a German company and closed the North Tonawanda factory. The former Wurlitzer complex hosts a business park, contractors' supply store, storage, offices, restaurants and a Platter's Chocolate factory. Piano and organ manufacturing continued in Mississippi and Arkansas factories for several years.
The Baldwin Piano Company purchased Wurlitzer's piano-making assets and brand in 1988. Subsequently, the Gibson Guitar Corporation acquired Baldwin and operated it as a wholly owned subsidiary. Meanwhile, Gibson acquired Deutsche Wurlitzer Jukebox and Electronics Vending brand in 2006, briefly bringing the primary Wurlitzer product lines back under one owner. However, Baldwin stopped using the Wurlitzer name on pianos by the end of 2009. Gibson now uses the Wurlitzer brand name exclusively for vending machines.
In 2021, the original Wurlitzer family re-secured the rights to the Wurlitzer brand for several music and consumer electronics categories and regions. The brand was reintroduced in 2024 when Sound Leisure, a British manufacturer of classic styled jukeboxes, partnered with the Wurlitzer family to launch a new jukebox in tribute to the 1940's Wurlitzer 1015.
Products
Acoustic pianos
Beginning in about 1880, Wurlitzer built a full line of upright and grand pianos. In 1914, Wurlitzer became the sole distributor of Melville Clark Pianos and in 1919 acquired the Melville Clark company. Wurlitzer continued to manufacture pianos at the Clark factory in DeKalb, Illinois under the Melville Clark name. Other brands which have been manufactured by Wurlitzer are Apollo, De Kalb, Julius Bauer, Farney, Kingston, Kurtzman, Merrium, Schaff Bros. and Underwood.Wurlitzer excelled in piano design. It developed the "Pentagonal Soundboard", "Tone crafted hammers", and other unique innovations to help its pianos produce a richer, fuller tone. In 1935, it was one of the first manufacturers to offer the spinet piano to the mass market. This 39-inch high piano was an instant sensation. The spinet came at an opportune time, when many Americans could not afford a full upright or grand.
Butterfly grand pianos
In the mid 1930s, Wurlitzer unveiled a line of symmetrical grand pianos, or "Butterfly" grands. At this point in Wurlitzer history, all piano manufacturing was exclusively in DeKalb, Illinois. Models ranged from the Student Butterfly having 44 keys, to the 88 key Deluxe Art Deco Streamline Model 1411.Model 1411 had many innovative patented features. A quartet of raised banding around the body were actually functional sound port slots that radiate all the way around the case, allowing sound to escape the cabinet with the lids closed. The most notable feature was the symmetrical lids that opened like butterfly wings. These lids open to reveal a secondary ported removable inner lid. These lids are decoratively cut out to allow the sound to ring out via a large F hole, similar to a violin, as well as multiple radial slots along the outer edge. Another design innovation was the "Tone Amplifier". The device consists of a metal flat bar between the piano rim, running under the bass bridge to a fixed point on the soundboard, designed to bring out the tone on a smaller piano. A screw mechanism on top of the bridge allowed adjustment of the tonal output.
Wurlitzer made at least three different versions of the 73 key model butterfly. Each had variations in appointments, such as legs, lyres, and sheet music stands.