White Top Taxis on Rathbone Street, circa 1920s-30s (Whangārei Museum 1998_7_2). Photos / Supplied
White Top Taxis on Rathbone Street, circa 1920s-30s (Whangārei Museum 1998_7_2). Photos / Supplied
OUR TREASURES
Country roads around Whangārei were laid out in the 1860s and 70s, mainly to service local industries of gum and dairy. However, these remained a challenge to horse drawn vehicles and travelling plans were rendered unreliable by weather.
One of the first petrol-powered public transport services was Hardie Brother's truckrun between Kamo and Whangārei. Over the following 20 years, several small and amalgamated bus services connected Whangārei to the region.
These include those run by M Mason and H Wilkinson who became the Northern Motor Bus Company, Smith and Woodman, B Moffatt, Dalbeth Motors, Erceg Motors, Webb Motors, and E Ralls.
By the 1920s and 30s the roads were more reliable and opened options for ever-improving motor vehicles. Enter White Top Taxi Cab Company, providing both motorised transport around town as well as longer tourist drives around Northland.
Whangārei Museum is fortunate to have a collection of photographs donated by M Terryy of the Waipū Informal Genealogy Group.
The photographs record several of White Top's vehicles and staff and were taken by employee Archie Cope.
White Top Taxis was formally registered as a company in Auckland in 1927, by partners J Ashton, A Cope, J Fuge, J Covavich and L Egginton. At the time, their only competition in town were Kia Ora Motors of James St.
White Top Taxis had two premises during the time they were operating. The first was a garage below Gardner's Hall in a double storey brick building on Rathbone St, sensibly shared with Shirley Lecky motor engineer.
They then opened a new establishment in 1931 in the old Britannia Theatre building (previously Theatre Royal) on lower Bank St, next to the Commercial Hotel (now the Grand).
The White Top Taxi building on Rathbone Street, c. 1920-30 (1998.7.1)
Archie Cope wearing the White Top Taxi uniform outside the garage.
Making White Top's taxis stand out was, of course, their dark bodies and white tops. The taxis themselves were Austins, imported from America.
Repairs and car maintenance were carried out in the Bank St workshop, accessed by a driveway positioned through the archway of the original theatre entrance. What a squeeze!
Although it appears very dark in the photos, an outdoor area was available behind the building and the original theatre floor had been ripped up and replaced with a metalled floor.
Drivers may have been able to fill up their cabs out the back as the company applied for a permit to install a petrol pump and a pipe from Vine St. It is unknown whether this feature was approved.
Some of the staff pictured in this photograph collection are the Ivan Cocovich, Joe Fuge and son Neil, Archie Cope, Gordon Eyles, and Esme Alderson who worked in the office and married Ivan Cocovich.
Another service provided was the hire of a Rolls Royce for weddings, so I expect at least one was present at the Cocovich's.
The same year, White Top Taxis became the local representatives of tourist service White Star. Cars left from White Top's office to locations all over Northland and regularly connected with vehicles from Auckland and Hamilton.
White Top Taxis in Bank Street, c. 1931 (1998_7_4).
White Star Tours in Whangaruru (1998_7_18).
One such tour travelled from Whangārei to Mangakahia, Kaikohe, Rawene, Opononi, Kaihu, Dargaville and back to Whangārei.
Much like today, there were only a couple of taxi companies sharing Whangārei territory in the 1930s. Checker Cabs were White Taxis' rivals and were based directly across the road.
Competition clearly heated up following the move to Bank St as there are several articles published in the Northern Advocate detailing a "taxi war".
Firstly, the council had to apologise for false statements and acknowledged that limits could not be put on which taxi companies waited at certain taxi stands in town.
In 1934, White Top introduced a "Tiny White Tops" trade using smaller cars which carried only three people. Just before this, Checkers Cabs discounted their fares, so it appears that both companies were being creative with marketing strategies.
A standard minimum taxi fare was released soon after to counter a wave of chaotic price undercuts.
By 1936, the struggle of competition was solved by the joining of the two rival taxi companies to become All Black Cabs, which operated out of the same Bank St office.
While the cars themselves have changed, Whangarei's taxi services have not changed much in the past century owing to the increase in privately owned cars.
It will be interesting to see what else changes for public transport in the future, with changes for electric cars, tour buses and council run networks.
• Georgia Kerby is exhibitions curator, Whangārei Museum at Kiwi North.
