Cascade History

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Curran Nursery

Planting the Suburbs: The History of Curran Nursery and Landscape Company

Introduction: The Botanical Foundation of Southwest Atlanta

The lush, towering canopies and meticulously manicured lawns of Southwest Atlanta did not emerge by accident. As real estate developers carved massive subdivisions out of the dense pine forests along the Cascade corridor during the post-World War II housing boom, the new homeowners required a massive influx of botanical supplies to cultivate their sprawling estates. For nearly three decades, the epicenter of this horticultural transformation was Curran Nursery.

Located at 2365 Sewell Road S.W. [now Benjamin E. Mays Drive] in the heart of Cascade Heights, Curran Nursery and Landscape Company was far more than a simple garden center. Under the direction of George Porter Curran Jr., the business served as a premier landscaping authority, a television broadcast partner, and the primary supplier of the azaleas, dogwoods, and zoysia grass that came to define the aesthetic of the surrounding neighborhoods. By analyzing decades of local newspaper advertisements, horticultural columns, and commercial contracts, the history of Curran Nursery reveals exactly how the midcentury suburban dream of Southwest Atlanta was planted, fertilized, and maintained.

Chapter 1: 2365 Sewell Road and the Post-War Boom

The commercial property at 2365 Sewell Road, a thoroughfare later renamed to honor Dr. Benjamin E. Mays, was perfectly positioned to capitalize on the explosive growth of the western residential grid. In the early 1950s, the address served as a multi-purpose hub for the suburban expansion. In February 1952, the site hosted the offices of Homes of Georgia, Inc., which aggressively marketed “The Ardmoor” model by National Super Thrift Homes for $8,995.[1] By September 1954, the firm was marketing “The Pacemaker” model, offering veterans a “NO Down Payment” path to homeownership and boasting modern features like alcove-tub bathrooms and generous outside storage for garden equipment, requiring just $600 down and $53.37 per month.[2]

To supply the landscaping for these newly built homes, George Porter Curran Jr. established his nursery on the same site. A veteran who served in the U.S. Army during World War II, Curran became a foundational pillar of the local business community.[3] He served as the president of The Greater Atlanta Nurseryman’s Association and the South Fulton Merchants Club, and was a charter member of the Southwest Atlanta Civitan Club.[4] Based on a “5th Anniversary Sale” advertised in November 1956, Curran Nursery officially opened its doors around 1951.[5]

The nursery quickly became a staple for the residents of the newly platted Audubon Forest and Mangum Manor and Lynhurst Acres subdivisions. Operating seven days a week from “Dawn ‘Til Dark,” Curran offered free estimates for expert shrubbery planting and basic foundation landscaping, ensuring that the raw dirt left behind by construction crews was swiftly transformed into pristine lawns.[6], [7]

Chapter 2: Cultivating the Cascade Aesthetic

The archival advertisements for Curran Nursery provide a fascinating, granular look at the exact botanical species and prices that shaped the midcentury landscape. In the late 1950s, homeowners could visit the Sewell Road lot to purchase patented California and Arizona grown roses, including the Chrysler Imperial for $2.50 and the Radiance for $1.25, weeping cherry trees for $7.95, and massive Moraine locust shade trees for $4.99.[8], [9] The nursery supplied the foundational greenery of the South, selling Burfordi holly, wax leaf ligustrum, and gardenias for just 99 cents each.[10]

Curran was highly responsive to the seasonal rhythms of suburban life. In the fall, the nursery imported fresh Holland-grown bulbs, offering mail-order delivery of King Alfred narcissi, Dutch iris, and Darwin mixed tulips.[11] In the spring, the lot was flooded with fancy leaf caladiums selling for 10 cents a bulb and “Big Boy” tomato plants for 15 cents each.[12], [13] To maintain the sprawling lawns of Cascade Heights, Curran sold locally grown Zoysia Meyer sod for 22 cents per foot, St. Augustine sod for 20 cents per foot, and 100-pound bags of 6-8-6 fertilizer for $2.35.[14]

The nursery also capitalized on holiday traditions with a unique, sustainable marketing pitch. In December 1960, The Atlanta Constitution published a feature titled “Decorate a Holly Tree For Curran Nursery.” The article highlighted Curran’s offering of live, potted Foster Holly trees for $4 and $5 during the Christmas season. Mr. Curran suggested that families use the live pyramidal trees indoors for the holiday, noting that the generous glob of surrounding soil made it easy to plant the tree in the yard once Christmas was over. “You don’t have to toss your Christmas tree in the ash heap at close of season,” the article praised, offering an end to “those tossing-away-the-tree blues that follows on the heels of New Years.”[15]

Chapter 3: The Garden Club of the Air

George Curran was not merely a retailer; he positioned himself as a premier horticultural expert in a city obsessed with municipal beautification. The women of the Cascade Garden Club and other local civic organizations demanded high-quality flora for their neighborhood improvement projects, and Curran was eager to supply both the materials and the education.

“In the spring of 1957, Curran elevated his business profile by stepping into the emerging medium of television. Throughout March 1957, Curran Nursery ran prominent advertisements urging Atlantans to tune into Channel 11 (WLW-A-TV) every Thursday morning between 10:30 and 11:00 a.m. to watch ‘The Garden Club Of The Air’ on the Mary Moore Show.”[16]

During these broadcasts, George Curran appeared live on television to personally demonstrate how to properly plant and fertilize azaleas, cementing his reputation as the definitive landscaping authority for the Cascade corridor.[17], [18]

Chapter 4: Close Outs and Commercial Expansion

To manage inventory and clear space for new stock, Curran Nursery hosted massive seasonal sales. In the spring of 1958, the nursery launched a highly publicized “CLOSE OUT” and “LAST CHANCE” event. Advertisements emphasized the quality of the stock, noting they were selling “Grafted or Budded Branched Trees. NOT WHIPS. Will bloom in 1958, Bear in 1959.” Prices were slashed across the board, with weeping cherry trees reduced from $10.00 to $8.00, and slash pines dropped from $6.00 to $4.00.[19], [20]

As the 1960s dawned, Curran expanded his operations beyond residential lawns. In December 1960, the local press announced that Curran Nursery was entering the industrial landscape field, expanding to serve commercial firms across the city after serving homeowners for a decade.[21], [22] Operating under the motto “Shrubbery grown in the South for the South,” Curran was praised as a “common sense nurseryman” who backed his products and stressed long-life as well as beauty.[23] One of his first major commercial projects was landscaping the new Fulton Federal Savings Building in East Point.[24]

The firm also took on significant civic and institutional projects throughout 1961. Curran Nursery participated in the massive renovation program at the Georgia Military Academy (GMA) in College Park, designing the plantings for the school’s new modern brick and glass library.[25] That same year, Curran worked alongside planting superintendent Douglas Noble and the South Fulton Men’s Garden Club to plant the grounds of the Southwest branch of the YMCA, designing the landscape to “span the seasons” with year-round botanical beauty.[26] The nursery even took on restoration work, successfully landscaping the yard of a fire-destroyed church by salvaging 50 to 60 original shrubs and supplementing them with Waterhouse Roses (Memorial Roses) and various hollies to achieve an attractive, dignified facial planting.[27]

Chapter 5: The 1970s Transition and The Potted Arts

As the Cascade corridor underwent a profound demographic transition during the late 1960s and 1970s, the commercial landscape of Sewell Road evolved. Curran Nursery maintained its presence as a trusted local distributor, frequently listed in regional advertisements as an authorized dealer for ferti-lome ecological lawn care products, borer killers, and systemic rose sprays throughout the early to mid-1970s.[28], [29], [30]

In August 1975, the business at 2365 Sewell Road underwent a significant rebranding and partnership. A large advertisement announced “We Take Great Pleasure In ANNOUNCING THE OPENING OF THE POTTED ARTS II.” This new venture expanded the nursery’s offerings to include indoor plants, hanging baskets priced between $4.99 and $7.99, schefflera for $12.95, and Areca Palms for $14.95, reflecting the popular interior design trends of the 1970s. The Sewell Road location operated as a sister store to the original Potted Arts located at 4980 Roswell Road in North Atlanta. Despite the new name, the original expertise remained on site; the advertisement explicitly invited customers to “Visit with George Curran and get his expert advice on fertilizers, and Bill Brackin for Complete Landscape Service and Yard Maintenance.”[31], [32]

Chapter 6: The Ashmel’s Plumbing Era and Final Demolition

The horticultural era at 2365 Sewell Road came to a definitive end in the late 1970s. In June 1978, Curran Nursery placed classified advertisements announcing a final “Going Out of Business” sale, liquidating the remaining inventory that had supplied the neighborhood for nearly thirty years.[33]

Historical Context: Caribbean Entrepreneurship on Sewell Road
By February 1979, the transition of the property was complete when Ashmel Williams took over the site.[34] Williams, an immigrant from Montego Bay, Jamaica, had previously purchased the historic 49-year-old Hart Plumbing Co. on Auburn Avenue in September 1975.[35] Operating as Ashmel’s Plumbing Company, Ltd., Williams transformed the former nursery site into a headquarters for plumbing, architectural roofing, and real estate development.[36]

The building also served as a commercial incubator, sharing space with businesses like Marie’s Florist and Garden.[37] Williams utilized the land behind the commercial storefront to develop “Ashmel Estates,” platting Ashmel Court and building custom homes that sold for upwards of $250,000 between 1999 and 2003.[38], [39]

The physical structure that housed Curran Nursery and later Ashmel’s Plumbing stood until 2023, when it was finally demolished to make way for an expanded parking lot and driveway for the neighboring Pinnacle Credit Union.[40]

George P. Curran Jr. passed away on January 29, 1991, leaving behind his wife Frances, his three children, and a profound physical legacy.[41] While the physical nursery is gone, the impact of his business is permanently rooted in the geography of Southwest Atlanta. The small saplings, azalea liners, and weeping cherry trees sold from the Sewell Road lot in the 1950s have matured into the massive, old-growth canopy that defines the prestige of the Cascade corridor today. Every spring, when the dogwoods and azaleas bloom across the lawns of Audubon Forest and Cascade Heights, they serve as a living monument to the nursery that helped plant the suburban dream.

Related Reading:

Footnotes & Citations (Click to Expand)
Citations:
  1. “Display Ad 41,” The Atlanta Journal and the Atlanta Constitution, February 10, 1952, 13C. ↑
  2. “Display Ad 11,” The Atlanta Constitution, September 24, 1954, 6. ↑
  3. “Mr. George Porter Curran, Jr.,” The Atlanta Journal, January 31, 1991, 37. ↑
  4. “Mr. George Porter Curran, Jr.,” The Atlanta Journal, January 31, 1991, 37. ↑
  5. “Display Ad 15,” The Atlanta Constitution, November 10, 1956, 9. ↑
  6. “Display Ad 15,” The Atlanta Constitution, November 10, 1956, 9. ↑
  7. “Display Ad 5,” The Atlanta Constitution, November 2, 1957, 2. ↑
  8. “Display Ad 3,” The Atlanta Constitution, February 2, 1957, 3. ↑
  9. “Display Ad 8,” The Atlanta Constitution, March 16, 1957, 6. ↑
  10. “Display Ad 15,” The Atlanta Constitution, November 10, 1956, 9. ↑
  11. “Display Ad 114,” The Atlanta Journal and the Atlanta Constitution, September 15, 1957, 16F. ↑
  12. “Display Ad 151,” The Atlanta Journal and the Atlanta Constitution, March 9, 1958, 16E. ↑
  13. “Display Ad 4,” The Atlanta Constitution, May 31, 1958, 5. ↑
  14. “Display Ad 15,” The Atlanta Constitution, June 22, 1957, 11. ↑
  15. “Decorate a Holly Tree For Curran Nursery,” The Atlanta Constitution, December 19, 1960, 17. ↑
  16. “Display Ad 107,” The Atlanta Constitution, March 7, 1957, 36. ↑
  17. “Display Ad 107,” The Atlanta Constitution, March 7, 1957, 36. ↑
  18. “Display Ad 271,” The Atlanta Journal and the Atlanta Constitution, March 10, 1957, 14G. ↑
  19. “Display Ad 282,” The Atlanta Journal and the Atlanta Constitution, March 30, 1958, 21G. ↑
  20. “Display Ad 21,” The Atlanta Constitution, April 12, 1958, 11. ↑
  21. “Curran Nursery Enters Industrial Landscape Field,” The Atlanta Journal, December 19, 1960, 43. ↑
  22. “Curran Nursery & Landscape Co. Expands to Serve Industrial Firms,” The Atlanta Constitution, December 12, 1960, 25. ↑
  23. “CURRAN LANDSCAPED,” The Atlanta Journal, December 19, 1960, 43. ↑
  24. “CURRAN LANDSCAPED,” The Atlanta Journal, December 19, 1960, 43. ↑
  25. “Curran Nursery Landscaping Participating in School’s Renovation,” The Atlanta Constitution, October 30, 1961, 16. ↑
  26. “Curran Nursery Planting Branch YMCA Span the Seasons,” The Atlanta Constitution, April 24, 1961, 15. ↑
  27. “Curran Nursery Landscape,” The Atlanta Constitution, October 16, 1961, 38. ↑
  28. “Display Ad 127,” The Atlanta Constitution, April 12, 1974, 2D. ↑
  29. “Display Ad 154,” The Atlanta Constitution, April 5, 1974, 12E. ↑
  30. “Display Ad 161,” The Atlanta Constitution, April 26, 1974, 12F. ↑
  31. “Display Ad 89,” The Atlanta Constitution, August 7, 1975, 1D. ↑
  32. “Display Ad 33,” The Atlanta Constitution, August 14, 1975, 3B. ↑
  33. Classified Advertisement, The Atlanta Journal, June 29, 1978, 70. ↑
  34. “Display Ad 11,” Atlanta Daily World, February 18, 1979, 5. ↑
  35. “Williams Purchases Hart Plumbing Co.,” Atlanta Daily World, September 25, 1975, 12. ↑
  36. “Display Ad 2,” Atlanta Daily World, December 26, 1996, 2. ↑
  37. Google Street View imagery for 2357 Benjamin E. Mays Dr SW, Atlanta, GA, August 2011. ↑
  38. “Subdivision: Ashmel Estates,” The Atlanta Constitution, March 2, 2000, 153. ↑
  39. “Subdivision: Ashmel Estates,” The Atlanta Constitution, June 20, 2002, JD5. ↑
  40. Google Street View imagery for 2357 Benjamin E. Mays Dr SW, Atlanta, GA, February 2025. ↑
  41. “Mr. George Porter Curran, Jr.,” The Atlanta Journal, January 31, 1991, 37. ↑
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