Caldwells of Hawthorne Lane

For Howard and Elsie Felt Caldwell, a dream finally came true when they purchased their first home in 1937 at 81 North Hawthorne Lane. Prior to that, the couple had rented an apartment and lived with both their families at different times along Bosart or Irvington Avenues. Despite the Great Depression, Mr. Caldwell's savvy business practices allowed the couple to save enough money to purchase the beautiful home. They were not the first family to dwell in the house as the Reidenbachs, Camps, and Clarks had also lived here.

Howard and Elsie Felt Caldwell moved into 81 North Hawthorne along with their two children, Martha Virginia and Howard, Jr. in 1937  (photo courtesy of Ginny Hingst) 

The Caldwell posed in their backyard at 81 North Hawthorne Lane in 1944 as their son Howard, Jr. had just enlisted into the US Navy. Behind the family, you can see the rear of the Wheeler home at 5317 Lowell Avenue and other Lowell Avenue neighbors. (left to right) Howard Caldwell, Sr., Elsie Felt Caldwell, Howard Caldwell, Jr., Martha Virginia Caldwell (photo courtesy of Ginny Hingst)

Mr. Caldwell founded an advertising agency that eventually became the biggest in the city of Indianapolis. A profile done of him by a reporter for the Indianapolis News in 1958 noted that Mr. Caldwell was not a typical ad man as he "had no ulcers, dropped few cliches, and enjoys Shakespeare." His big break came in 1928 with a successful campaign involving tomato juice, a new product that few Americans had sampled at the time. Mr. Caldwell generally reported to his office on the 11th floor of the Merchants Building by 8:00AM and remained working until 6:30 or 7:00PM.

Elsie Felt Caldwell stayed home and raised the couple's two children, Martha Virginia and Howard, Jr. She was an active club woman and member of the Butler University Alumni Association. Society notes in both the Indianapolis Star and News indicate that Mrs. Caldwell was a member of the Katherine Merrill Graydon Club (Butler University professor), the Irvington Coterie, and the Irvington Union of Clubs. A graduate of the class 1917, Elsie frequently attended Butler class reunions. The Caldwells even hosted one at their home on Hawthorne Lane on June 9, 1946.

Martha Virginia and Howard, Jr. were both excellent students. Martha Virginia graduated from Shortridge High School and Howard Jr. graduated from Thomas Carr Howe High School. Both later went on to graduate from Butler University. Martha Virginia eventually moved to Chicago and became an advertising agent like her father. Howard Jr., joined the Navy in 1944 as World War II still occupied the nation. His father had also been in the navy in World War One. Howard finished his college degree after the war was over and went into journalism as both a radio and later television broadcaster. He married Lynn Gruenholz in 1955.

Martha Virginia Caldwell received her AB from Butler University in 1940. In this photo, she posed in front of her childhood home at 81 North Hawthorne Lane. The residence most visible in the image is of 75 North Hawthorne Lane. (photo courtesy of Ginny Hingst)

Howard Caldwell Jr. posed with Jean Carrollton in this photo taken in 1943 at Howe High School for the yearbook. (photo courtesy of Ginny Hingst)

As soon as he graduated from high school, Howard Caldwell Jr. enlisted in the US Navy in 1944. (photo courtesy of Ginny Hingst)

With worried looks on their faces, Howard Caldwell Jr. posed with his sister, Martha Virginia, in their backyard at 81 North Hawthorne Lane in 1944. World War II still raged at the time so the family was likely anxious about Howard's future and safety.  (photo courtesy of Ginny Hingst) 

Martha Virginia Caldwell a talented ad woman who had a great sense of humor, posed in her backyard at 81 North Hawthorne Lane in 1944. Her niece, Ginny Hingst, is currently producing a biography of her. Behind her, you can see the garage belonging to 85 North Hawthorne Lane and the back of the Wheeler home at 5317 Lowell Avenue. (photo courtesy of Ginny Hingst)

Howard Caldwell Sr. who also served in the US Navy during World War I posed with his son, Howard Jr. in 1944 in the backyard of 81 North Hawthorne Lane. Behind the men, you can see the rear of the Wheeler home at 5317 Lowell Avenue. (photo courtesy of Ginny Hingst)

Howard Caldwell Jr. posed in 1944 in the front yard of his home at 81 North Hawthorne Lane. Behind him, you can see the neighbor's house at 85 North Hawthorne Lane. (photo courtesy of Ginny Hingst)

Howard Caldwell, Jr. posed with Jean Carrollton in front of his home at 81 North Hawthorne Lane in 1944. (photo courtesy of Ginny Hingst)

Howard Caldwell, Jr and Jean Carrollton stood in the front yard at 81 North Hawthorne Lane in 1944. Behind the couple you can see the homes located at 58 and 82 North Hawthorne Lane. (photo courtesy of Ginny Hingst) 

Sisters Reunited: Elsie Felt Caldwell welcomed Mable Felt Browder to her home at 81 North Hawthorne Lane c1955.  Left to right: Howard Caldwell, Jr., Elsie Felt Caldwell, Mable Felt Browder, David Browder, top row: Martha Virginia Caldwell, Clifford Browder, Jr. (photo courtesy of Ginny Hingst)

Elsie Felt posed with a grandchild in the backyard at 81 North Hawthorne Lane c1956 (photo courtesy of Ginny Hingst)

Howard Caldwell Jr., would later become a prominent newscaster in Indianapolis. He began his broadcasting career in Terre Haute. In this photo, he stood in the backyard of his childhood home at 81 North Hawthorne Lane. The home most visible in the image is that of 85 North Hawthorne Lane. (photo courtesy of Ginny Hingst) 

Howard Caldwell, Jr. married Lynn Gruenholz in 1955. In this photo, they posed in the front yard of the Caldwell family home at 81 North Hawthorne Lane. (photo courtesy of Ginny Hingst) 

A beautiful snow blanketed the backyard belonging to the Caldwell family at 81 North Hawthorne Lane c1940 (photo courtesy of Ginny Hingst)

81 N Hawthorne Lane after a snowstorm c1940 (photo courtesy of Ginny Hingst) 

The Caldwells would live in the Hawthorne Lane home for twenty one years. In 1958, the couple moved into brand new ranch style home at 6530 Pleasant Run Parkway North Drive.

Sources:  Bart Grabow, "Howard Caldwell is Ulcer-Free Ad Agency Head," Indianapolis News, June 16, 1958, 25; Article about Howard Caldwell Sr. attending the the enlistment ceremony for Howard Caldwell, Jr., Indianapolis Star, February 17, 1944, 14.

I am indebted to Ginny Hingst for her stories and photos about the Caldwell and Felt families.