Sunshine Radio
By Ray Seppeler
Printed Courier-Gazette, October 18, 1996
The origin of SunRad Appliances can be traced directly to Sunshine Radio of Toledo, OH, founded in 1926 by Rolland O. Seppeler, my father. We now step back in time to better understand the world during the early days of Sunshine Radio.
After World War I, a new technology was emerging that threatened to surpass the telegraph and telephone. Even the invention of electricity and the electric light could not match an American affair that rivaled that of the automobile. This dynamic newcomer to the technology scene was radio. This comprised very rapid growth of inventions that would propel America and the entire world into the start of the Electronic Era. RADIO was a mystic power that could send information starting with Morse code then speech and even music from one point to another without anything connected ] not even a wire! Radio made it possible for people wherever they were living to hear the news and expand their culture. Even music up to that time had to be a live orchestra or use of a crank up phonograph.
Even some newspapers felt threatened and made agreements to delay airing the news on radio into the early evening after the papers had a chance to sell out. Programming on the networks became so popular that more theaters would stop the movie while the program was played to the audience. Some people would prefer to go without all other home comforts than abandon their radio. It was their link to the outside world. Radio became to many a mystic power with a great aura almost approaching religion.
ln 1926 the radio industry was already over 10 years old but up until that time radios were battery operated and often times experimental. The AC operated radios could be used in the cities but for years, rural America in areas without electrification used the battery sets as being the main link to the outside world.
ln the early 1920's Rolland Seppeler also designed and custom built radios with a brand name inscribed on the front panel "Sunshine Radio," a name chosen for the first business location on the corner of Sunshine Road and Woodville Road. At that time as it is today, Woodville Road was the main artery in East Toledo ] extending from the massive suspension bridge (The High Level) the Maurnee River out to far beyond the city limits. In the early 1930's the store was relocated to the 500 block of Oak Street at the foot of the High Level Bridge).
ln 1932 Sunshine Radio was described in a Toledo newspaper as "one of the most modern and complete of its kind in the city, operating as a charter member of the Associated Radio Service Men of Toledo, an organization founded by Rolland Seppler."
From the 1940's-1960's my father's older brother Clarence and his younger brother Melvin also joined Sunshine Radio off and on in various capacities as the radio/electronics industry virtually exploded with television after World War II. Electronic technology was in high demand and there was even a time in 1949 that my father purchased another business across town just to add two more highly qualified technicians to the service staff. It was during these times in 1946 that I also started work after school at age 12 at Sunshine Radio. It was my chance to learn from my father and the memories I have could fill many pages.
Television had indeed arrived, but there was always something lacking in it for me as it was for so many others. Radio always had the "better picture." The "pictures" were always in full color and three dimensional. You could experience the sound, heat, cold, wind, humidity, and even smell what was going on. You could be at any point on earth or in the heavens. You could envision experiences from the beginning of time or project yourself into eternity. For nearly 20 years radio was beyond comprehension for the imagination of millions of listeners. Unfortunately the present and future generations are denied the full experiences the radio set had to offer. Should we wallow in dejection now that our "mystic power" radio has now seemed to have dissipated. But if you look hard it is still there in full vigor as the catalyst to propel all electronic technology whether it be TV, radar telecommunications, computers or medicine. Indeed our "mystic power" is still alive and flourishing.
My love for the business has never diminished since starting work with my father at Sunshine Radio in 1946. There I acquired a technical understanding and practical solutions that would sustain me for a lifetime. I knew who my teacher was and I would never hesitate to proclaim it. I went on to obtain two engineering degrees from the University of Michigan, followed by 15 years as a Communications Officer in the US Air Force and working as a design engineer and Engineering Manager at General Dynamic Electronics and Frieden Division of Singer. In 1972 I rejected an offer to move with Singer to California and instead chose to pursue a life-long ambition to opening my own branch of Sunshine Radio.
In June 1972, I purchased the business assets of Himes Appliance of Sodus. After much study I chose the business name SunRad Appliances (an abbreviation of Sunshine Radio). In 1974 SunRad was relocated to its present 10,000 sq. ft. facility at 8 East Main Street in Sodus. SunRad has acquired the assets of several other upstate businesses and purchased the business block at 8 Maple Avenue for use as an appliance facility.
In 1981 Sunshine Radio of Toledo was closed when Rolland Seppeler retired at age 72. The remaining assets of Sunshine Radio were then transferred to SunRad in Sodus, NY with the eventual goal of opening the founding Division of SunRad as the historical recreation of SUNSHINE RADIO.
In April 1984 we bought the 37-year-old Morrision TV and Appliance business in Newark, from Tom Morrison. The combined sales of the stores in Newark and Sodus would enable better volume purchasing and lower the cost to the customer. Similiar efficiencies would result in the combined service departments for additional savings. The lowering of business ovrhead costs was made possible through use of computers in inventory and cost control with the greatest savings resulting from intensive family involvement in all aspects of the business operation.
1979 the Radio Shack Franchise was added, giving the business access to computers which gave opportaunity to apply my engineering experience. In addition SunRad affiliated with the UBG Buying Group of NY and then in 1989 transferred membership to AVB of Western NY - a Regional Chapter of the 1200 member AVR Buying Group.
Erna and our six children have always been involved with the SunRad operation. Dan and family reside in Newark. He managed the Newark store for five years before it was closed in 1989. Martin has been Service Manager since 1984 and is assistant store manager. Cynthia also worked in sales and inventory control. Diana was active in Amateur Radio and managed the Radio Shack department in Sodus until she married. Matt and Bill worked respectively in the service and computer departments when not attending school. Erna has been very instrumental as a sales consultant and is the office manager.
In addition numerous outside employees served the business well over many years in both sales and service. We are grateful for the rich heritage of the American Radio/Electronics industry and the growth SunRad has attained as part of it. Obviously we owe a tremendous debt of gratitude to my father as the founder of Sunshine Radio of Toledo in 1926. He taught me abundantly by example and enriched the lives of those who knew him ] whether they were family, friends, or business associates.
Visit SunRad and see numerous historical radios, phonographs, television and parts typical of development in the industry. The restoration and sale of products is planned in the future. Presently Sunshine Radio is promoting the sale of tubes, needles, etc. on a national basis.
Thousands of manufacturers, distributors, and retail establishments have participated in the growth of the electronics industry but few have been as fortunate as Sunshine Radio/SunRad to have survived since 1926. We owe our success to our founder, the customer patronage we have received over the years, and our determination to be a lasting part of the electronics industry.
SunRad is located at 8 E. Main St., Sodus. Call for Museum Hours (315) 483-8451.
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