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Throwback Thursday: W.F. Heavner
By: Eric D. Tudor
Around 1868, a young entrepreneur set his sights on Downtown Lebanon. His motto? “Quick Sales, Small Profit.” He had already opened shops in nearby Decaturville and Sleeper, but it was Downtown Lebanon that would become his crowning achievement.
W.F. Heavner’s store was the ultimate general provisioner. He sold everything from dresswear, Buster Brown shoes, and fine hats to sugar, gas, and oil. If you needed it—he had it. In 1904, just in time for Christmas shopping, he even gave away $100 in gold. Over 5,000 people packed the streets of Commercial Avenue, arriving by horse, wagon, and coach to attend his events. Who was this “Lebanon Leader”? His name was William Franklin “W.F.” Heavner.
Born in Pike County, Illinois, Heavner moved to Missouri with his family in 1869, settling near Mack’s Creek. In June 1887, he married Mary Ann Witworth, and together they had 12 children. Tragically, one child passed away at just 8 months old while the family was living on West Madison Avenue in Lebanon, due to a mix of whooping cough and influenza.
Providing for such a large family was no small task, but Heavner rose to the challenge—providing not only for his family, but for his neighbors and community as well. He opened W.F. Heavner’s store at what is now 109 W. Commercial Street. The building later became Ashenhurst’s Department Store, and today is part of First State Community Bank.
Heavner was a true “man of the people.” Charismatic and relatable, he was a devoted father, husband, businessman, and friend. In 1908, he hosted a nationally recognized Buster Brown Shoe Exhibit in Lebanon, even renting the opera house above Sam Farrar’s Drug Store to host a supper reception for locals and out-of-town guests.
A St. Louis newspaper reported on the spectacle when the Buster Brown representative—and the beloved mascot “Tige”—visited Lebanon:
“Well, the town was full of people—they came in carriages and wagons, on horseback, just like they were coming to Barnum & Bailey’s circus. By 3 p.m., the street was blockaded with people from wall to wall, and for nearly a block up and down in front of W.F. Heavner’s store. For such a multitude of both old and young people, they were the most orderly, best-behaved, and attentive crowd I’ve addressed in a long time. There must have been over 5,000 people present.” — Buster Brown Representative
To me, it’s inspiring to see Downtown Lebanon still embracing these traditions—closing off streets for concerts, lightsaber battles, parades, and more. It feels like a quiet tribute to those who came before us. These community events are more than just fun—they are the foundation of our local downtown economy. They’re the heartbeat of what makes me love this place we call home.
You know the one: Our Town. Your Town.
