Where the Dollar Has More Cents

Former Pony Express rider and ferryboat operator William Ashton brought his family to Vernal in 1879. William’s sons and grandsons, all of whom engaged in retail trade, consolidated their businesses in 1922, opening Ashton Brothers Mercantile Company directly across the street from you.

Ashton Brothers, the largest and finest department store in Vernal’s history, eventually expanded to cover two-thirds of the city block. The store contained nine departments, carrying everything from groceries to greasers (overalls). They provided superior service and catered to almost every desire in Ashley Valley.

The Ashton’s amazing success was based in their customer service. They frequently extended credit to their patrons during Ashley Valley’s lean times or when families experienced their own hardships. These loyal customers repaid Ashton Brothers when they sold their livestock, wool, or other produce.

This is #18 of the 21 stop history walking tour in downtown Vernal, Utah. See the other stops on this page:

• Vernal’s Walking History Tour

This marker is located at 26 West Main Street in Vernal, talking about the location across the street at 25 West Main Street.