This is an original dealership sign from the 1950's.
Donald G. Peterson opened his business on August 26, 1946 operating a repair shop for cars, trucks, and tractors after he returned from serving in the Army in World War II. Don Peterson Motor Co. was located in the former Crouse Implement dealership (Allis Chalmers) building at 716 Allen Street. On July 27, 1950, Don Peterson Motor Co. became the authorized Oliver dealer for Boone County after Boone Implements, Inc. exited the farm equipment business. This caused the firm to change their name to Don Peterson Motor & Implement Co. They continued to operate at 716 Allen Street for 10 years. In the spring of 1960, the city of Boone purchased this property for $23,500 to make it into off-street parking. This downtown (Allen Street) location building was torn down in July 1960 to become a municipal parking lot. Unfortunately, no pictures have been located of the original dealership building.
New Location To replace his dealership's building, Don Peterson purchased a 300’ x 300’ parcel north of the Boone airport on Old Highway 30 (now Mamie Eisenhower Avenue) and built a 26’ x 110’ metal storage building to temporarily operate out of in summer of 1960. That fall, they started construction on a concrete block 60’ x 102’ dealership building. On March 22, 1961, Don Peterson Motor & Implement Co. had its grand opening for the newly completed dealership building. The "Oliver Spotlight Premier" open house featured Oliver's new 1800 and 1900 tractors. The new building featured a showroom on the south end of the building with large glass windows and room to display multiple tractors. It also included a parts department and large shop for repairing farm equipment.
The new dealership building in March 1961 for the open house.
This style of advertising banner can be seen hanging just to the left of the main entrance in the picture above from the grand opening.
Don Peterson stands next to an Oliver 1800 displayed in the showroom of his new dealership building in March 1961.
The Final Chapter In early 1964, Don Peterson was looking to move to Washington state as this was mentioned in a real estate ad for his home in Boone. Because of this, Don Peterson Motor & Implement sold the dealership building to J.I. Case on April 25, 1964 and closed the Oliver dealership. This location became a corporate-owned Case implement dealership. Eventually, Case relocated their dealership to new Highway 30 east of Boone. Over time, Union Pacific Railroad purchased the building as part of a maintenance and repair yard they operate on the surrounding land and the building was torn down. Don Peterson passed away in May 1985.
Ad from 1954, when Oliver Corporation offered an incentive to promote sales of diesel tractors.
In 1951, the dealer hosted "Oliver Day" at the Boone County Fairgrounds.
Oliver promoted new dealer openings as "Oliver Spotlight Premiere" as mentioned in this ad from 1961.
Ad for the open house of the new building and location for Don Peterson Motor & Implement in March 1961.
In June 1960, Don Peterson took a 4-H group from Boone to tour the Oliver tractor plant in Charles City.
Pictured is the former Don Peterson Motor & Implement building. In 1968, it was a Case Power & Equipment dealership