Fond Recollections
Spokane was privileged to have two White Elephant stores which sold items that brought joy to so many people in the community.
Driving down either North Division Street or East Sprague Avenue, folks could see the old familiar landmarks of the White Elephants on the buildings enticing them to come in and check out the fun to be had!
The two White Elephant stores closed as of July 26, 2020, after 74 years in operation. For many, it was closing a chapter in their lives. The stores meant so much to so many people.
There haven’t been any other stores in Spokane—nor will there ever be—where you could pick up a fishing pole, some Matchbox cars, and a site map from Expo ’74 all in one place!
The business philosophy was to buy quality merchandise, buy cheap, buy closeouts, and buy discontinued items—white elephants—and sell them at good prices.
How It All Began
John R. Conley was 19 years old and fresh out of the Navy when he opened his first White Elephant military surplus store in 1946.
The business began when John Conley’s uncle sent him to buy Army surplus toilet paper in the Tri-Cities. John used his $300 discharge compensation and bought leftover canvas and wood truck coverings called “woodies” for $6 each. He later sold them in Spokane for $100 each.
John added war equipment to the items he sold that the military didn’t want any more including blankets, helmets, and even trucks!
John built the store’s inventory over the years based on his passions for fishing, outdoor recreation, and finding the best deal. He always wanted to keep the business a small, local, and family-run operation.
Early Use of the White Elephant Name and an Entrepreneurial Spirit
John Conley and his family were not the first in the Inland Northwest to use the White Elephant theme for their stores. That honor goes to Wyatt Earp who was the famous Western lawman involved in the 1881 gunfight at the O.K. Corral.
In the late 1880s, the legendary Earp and his brother, Jim, ran the White Elephant Saloon out of a tent in the Coeur d’Alene mining area in Northern Idaho. Since 1946, the Conley family’s White Elephant surplus stores drew many more customers than the Earps did out of their tent—and the Conleys even sold tents!
John was not the first one in his family to run a store. His father, James R. Conley, ran a cigar store in the CBS building in New York City. The location was considered just about the center of the world at a time when radio became popular in the 1930s.
The Two Store Locations
The original White Elephant stores in Spokane and in the valley did not remain in the same location.
John opened the first White Elephant Surplus Store in Spokane at 1425 East Sprague in 1946 after he served two years in the Navy during World War II.
The East Sprague store was closed for a time. Thanks to the work of Ed Conley, the valley store was re-opened in 1976 at 12614 East Sprague and operated there for 44 years.
The original store on North Division which opened in 1948 was relocated two blocks in 1951 to 1730 North Division.
The North Division store expanded over the years incorporating adjacent buildings and even a two-story apartment complex that was used to store inventory.
Early Operation of the Stores
John married Mary E. Condon in 1949. In the early years, Mary ran the store on North Division while John ran the store on East Sprague. When Mary would need help, John would take the quickest route to her store while leaving the Sprague store open but unmanned.
One time, John returned to his Sprague store to find a man trying on many pairs of surplus shoes that were untied and lined up down the aisle. When the man saw John, he said, “Hey, where’ve you been?”
Expanding Store Product Assortment
The White Elephant stores moved beyond the original surplus concept. John’s eldest son, Rich, said after his father and mother had five boys, they began selling toys. When Mary found out she was having a girl, they also added toys for girls.
The four major departments in the stores were: toys, fishing gear, sporting goods, guns, and hobbies.
Inside the stores, there were elephant signs indicating where specific items were located. For example, there were signs for trains, racing cars, toys, fishing tackle, hunting supplies, camping tents, and boats.
A Family Affair
Members of the family were actively involved in the day-to-day operation. Rich’s brother, Pat Conley, recalled he and Rich started working at the stores as soon as they could sweep. They cleaned out the coal furnaces and swept the floors at night. John always had them carry a pan of sawdust and sand with oil on it. Pat and Rich would spread it down the aisles—they called it “feeding the chickens”—and then they would sweep it up. Rich also remembered his daughter would spend Sundays with him while stocking inventory in which she would hang up all the Barbie doll clothes!
The first job for one of the grandsons—who was around 12 years old at the time—was to count and package fishing worms which were shipped in boxes. He would separate bunches of worms and put them in cups for sale. From that job he moved into selling fishing equipment as he got older. It was a way for him to learn the retail business. He graduated from college and got a job in software development but continued to be involved in the business over the years.
Colorful Outside Store Appearance
The look of the White Elephant stores evolved through the years. The frontage on the first buildings had pictures of elephants on the roofs with the words “War Surplus” and signs painted in the windows.
The idea for the friendly and fun appearance of the stores came from the billboard and painter contacts of John Conley. The elephants became the theme. The colorful fronts differentiated the stores from competitors which was a strong selling point in their favor.
The white and red colors of the building along with the elephants were eye catching and made the buildings stand out. The elephants were outlined in black holding multi-colored balloons and even a few carried Canadian and US flags in their trunks.
For added emphasis, the words “White Elephant” and “Toyland”, in big letters were also included on the front and sides of the buildings.
The outside of buildings on the North Division and East Sprague stores had elephants surrounding them in a line like what one would see in a circus.
Those Cute Elephants!
The elephants served as mascots for the stores and conveyed the image of fun.
John Conley bought three of the little kiddie rides at Natatorium Park that cost 10 cents to ride at the time. Two elephants were at the entrances of each of the stores. The other was placed on the roof of the North Division store.
There were cute elephants inside as well as outside. The elephants inside would point customers to where specific things were in the stores.
At the East Sprague store, Penelope was at the entrance that kids could also ride.
A small White Elephant named Isidore was at the front entrance outside of the North Division store. He was referred to as Penelope’s brother. Kids could also ride Isidore for the cost of a dime which added to the store’s appeal.
There was also a small elephant on the awning of the North Division store.
At the East Sprague store, there was the largest elephant which was 10-foot tall. It was made in Germany and was previously owned by the Armour Meat Packing Plant on Trent. It used to be taken to various grocery stores as part of the “Safari Days” promotional campaigns. There was a basket on top in which children could sit as if on safari.
The elephant was acquired by John Conley and painted white. “Ellie the Elephant” as she came to be called was quite the mechanical marvel outfitted with gears and a motor. Her head and trunk moved, her ears flapped and her eyelids blinked. She had a generator to keep her moving. Ellie was put into the bed of a truck and displayed in parades.
When the second store on East Sprague was opened in 1976, the family decided Ellie should have a permanent home on the roof. She was covered in fiberglass; but as a result, she could not move any longer. Unfortunately, she broke off in a windstorm.
Not Only Cute Elephants but Santa Too!
For 32 years, the former Crescent department store Santa stood proudly in the White Elephant parking lot at the East Sprague store waving at passersby.
The 13-foot tall Santa originally appeared at Christmas Time up on the awning of the Crescent department store downtown. The Crescent’s annual Christmas display had animated figurines in the windows which were overseen by Santa. Seeing Santa and the window displays was part of the annual holiday visit for many families.
How the Conley family acquired Santa is a story in and of itself. In the late 1980s, Pat Conley saw an ad in the newspaper for a 13-foot tall Santa. He went to the garage sale that was selling the Santa which was in two pieces. It was being sold by a former Crescent department store employee who had purchased it when the store closed.
When Pat contacted his father, John, and his brother, Rich, about buying it, they were not interested in it. However, Pat thought it would be a valuable addition so he purchased it and loaded the two-piece, 200-pound Santa in his pickup truck. Santa’s legs were sticking up over the cab and the upper torso was facing forward waving to the cars behind him.
Santa was a fixture at the East Sprague store ever since he was purchased. He grew on the family who were glad that Pat purchased him.
One year, Santa was left on the roof all year long and was subjected to vandalism. He was taken down thereafter and fiberglassed into a permanent one piece statue that was airbrushed and painted.
After the repair, Santa resumed his spot on a 4-foot platform by the light pole where he stood waving to the public. He then was only on display between Thanksgiving and the end of the year. In the off season, Santa was placed in a White Elephant storage facility.
Purchase of Expo ’74 Memorabilia
John Conley spent a lifetime finding deals and offering things that interested him. He was living proof that timing is everything in business.
John was given the opportunity to purchase the leftover Expo ’74 souvenirs after the fair closed in the fall of 1974. He paid $28,000 for an estimated 280,000 of unsold souvenirs that filled the basement of their warehouse.
Soon, the White Elephant became famous as the after-fair outlet for Expo ’74 memorabilia. John made the money back in three months and the profits from sales thereafter helped put his 11 children through college.
The Business Philosophy and Store Operation
Through the years, the business philosophy the company was built on never changed. It was to buy quality merchandise that included closeouts and discontinued items as cheaply as possible and sell them at low prices to the public.
Rich Conley stated that type of a store with that kind of a philosophy would be hard to find again. The loyal customers saw the White Elephant stores as selling an interesting mix of items not found elsewhere.
The stores did not accept credit cards until 1995 and they hadn’t computerized until shortly before closing in 2020. John never used price tags. He started marking prices on items with grease pencils. Employees later listed the prices on merchandise with black sharpie pens. The higher prices were marked out to signify a deal.
The stores were known for providing an interesting shopping experience in a traditional selling environment which was different from the online retailing of today. Rich said the stores had thousands of loyal customers and hundreds of former employees. They all had an impact in the stores being built up through the years.
Prior to John’s passing, he continued to stay involved in the business even in his later years. At 84, he still paid all the bills from home. He visited the stores as long as he was physically able. Whenever he did so, the customers would like up to shake his hand! Rich managed the North Division store and Pat managed the East Sprague store.
When John passed away in 2017, the ownership went to sons Rich and Pat and John’s wife, Mary Conley.
Rich said the family was indebted to the customers, the employees, and friends who helped them through the years as well as the entire Spokane community.
Changing Times
The family tried to restructure its business model but decided against it given the competitive online market and big-box stores. After the temporary closure caused by the pandemic, the family agreed it was best to permanently close the stores. A huge sale was held to clear out the inventory bringing an end to 74 years in business. The stores officially closed on July 26, 2020.
Rich Conley said he relished the idea of slowing down. He was looking forward to a normal Christmas season without the long hours and stocking toys and trying to make a Christmas for everybody else. He spent his life selling sporting goods to customers so they could get outdoors and spend time with their families. All he ever saw was boxes and it was finally time to open them up and spend time with his own grandchildren.
Happy Endings for the Elephants
One small part of the White Elephant stores will live on for the enjoyment of the community and future generations.
The Conley family generously donated the small White Elephant, Isidore, from the North Division store to the Spokane Riverfront Park. He is on wheels so he can be indoors near the Looff Carousel or outside depending on the weather. Isidore remains a 10-cent ride, as part of the gift agreement. Isidore came from Natatorium Park and was reunited with his animal friends on the Looff Carousel which was also at Natatorium Park.
After the East Sprague store closed, Penelope appeared at the Spokane County Fair and Expo Center for the annual Christmas Bureau fund raiser. She was placed in front of the banners that used to hang from the store. The Conley family agreed to bring Penelope to the fund raiser every year so that she could continue to bring joy to children.
Ellie did make a comeback in February, 2020, after the original elephant fell off the roof in a windstorm at the East Sprague store. The “new Ellie” was driven around Spokane to promote the stores rather than being mounted on the East Sprague store roof again.
Many Good Memories
The White Elephant’s loyal customers will never forget them and the many shopping memories they made. The stores will always be part of Spokane’s history for their unique offerings, shopping experience, and connection to the community. It was the end of an era for them but what a fun ride we all had! Our “hats off” to this retail icon!
Sources
- Riley Haun, “Hundreds of People Swarm Division White Elephant for Liquidation of Inventory”, The Spokesman-Review, June 10, 2020, page a1;
- Doug Clark, “Expo ’74 Merchandise, Riches, a Lasting Gift for White Elephant”, The Spokesman-Review, May 8, 2014, page a5;
- Dan Pelle, “White Elephant Marks End of Era”, The Spokesman-Review, June 7, 2020, page a1;
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- Stefanie Pettit, “Refurbished Mascot has a Storied Past”, The Spokesman-Review, May 27, 2010, page n6;
- Nina Culver “Penelope the White Elephant Rides Again at Christmas Bureau”, The Spokesman-Review, December 7, 2022, page a1;
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- Casey Tefertiller, “Wyatt Earp Turned to Business in Idaho, HistoryNet.com, accessed May 12, 2026 (https://historynet.com/wyatt-earp-turned-business-idaho/);
- Kaitlin Knapp, “The Life and Legacy of the White Elephant and Conley Family”, KXLY.com, accessed May 6, 2026 (https://www.kxly.com/news/local-news/the-life-and-legacy-of-the-white-elephant-and-conley-family/article_f2637855-a45e-50c2-8bad-43b57736f0ac.html);
- “White Elephant N. Division Location Set to Close for Good on July 26”, KHQ.com, August 12, 2020, accessed May 6, 2026 (https://www.khq.com/news/white-elephant-n-division-location-set-to-close-for-good-on-july-26/article_d2848264-c844-11ea-ae50-ebdc0fef6a0a.html).
Image Sources
- Featured Image: White Elephant Store at 1730 North Division Street, June 2020, author’s image;
- White Elephant First Store at 1425 East Sprague Avenue in 1946 (Courtesy of the Conley Family);
- White Elephant Store at 12614 East Sprague Avenue, June 2020, author’s image;
- White Elephant Original Store on North Division Street in 1948 (Courtesy of the Conley Family);
- White Elephant Store Relocated to 1730 North Division Street in 1951 (Courtesy of the Conley Family);
- White Elephant Store at 1730 North Division in June, 2020, author’s image;
- Two-Story Apartment Behind the White Elephant Building on North Division used for Inventory, June, 2020, author’s image;
- Side of Two-Story Apartment Behind the White Elephant Building on North Division used for Inventory, June 2020, author’s image;
- White Elephant Toys Neon Sign Outside the North Division Store, June, 2020, author’s image;
- Toyland Sign Inside the White Elephant Store on North Division, June 2020, author’s image;
- White Elephant North Division Store Entrance in June 2020, author’s image;
- White Elephant East Sprague Store Entrance in June 2020, author’s image;
- Side of the North Division Store had Elephants walking in a Line Advertising the Items They Carried, June 2020, author’s image;
- Side of the East Sprague Store had Elephants walking in a Line Advertising the Items They Carried, June 2020, author’s image;
- White Elephant Sign in the Parking Lot of East Sprague Store, June, 2020, author’s image;
- White Elephant Signs Inside the East Sprague Store Directing the Public to Trains and Racing Cars, June 2020, author’s image;
- White Elephant Penelope at the Entrance to the East Sprague Avenue Store in June 2020; author’s image;
- White Elephant Isidore Outside the North Division Store in June 2020, author’s image;
- White Elephant on the Awning of the North Division Store in June, 2020, author’s image;
- White Elephant Ellie on the Roof of the East Sprague Avenue Store, accessed May 11, 2026 (https://www.whiteelephantstores.com);
- Former Crescent Department Store Santa Stood Proudly at the White Elephant Store on East Sprague, accessed May 11, 2026 (https://www.whiteelephantstores.com);
- Santa Inside the White Elephant Storage Facility, accessed May 11, 2026 (https://www.whiteelephantstores.com);
- Expo ’74 Official Souvenir Programs at the North Division Store, June, 2020, author’s image;
- White Elephant with Expo ’74 Logo Used for Selling Memorabilia, accessed May 11, 2026 (https://www.whiteelephantstores.com);
- White Elephant, Isidore, Outside the Looff Carousel Building with the Expo ‘74 U.S. Pavillion Tent in the Background, accessed May 11, 2026 (https://www.whiteelephantstores.com);
- White Elephant, Ellie, at the North Division Store in June 2020, author’s image;
- Ellie at a St. Patrick’s Day Parade in Spokane, 2024, accessed May 11, 2026 (https://www.whiteelephantstores.com).