{"nrhp_refnum":"99001499","name":"Texas Farm and Ranch Building","other_names":["Holland Building"],"category":"building","location":{"address":"3300 Main St.","address_restricted":false,"city":"Dallas","county":"Dallas County","state":"TX","lat":32.78537437800003,"lon":-96.77569128899995,"geom_source":"nps_gis"},"listed_date":"1999-12-09","is_nhl":false,"nhl_designated_date":null,"areas_of_significance":["Social History","Communications"],"significance_levels":["state"],"summary":{"what_it_is":"A three-story Commercial Style masonry office building with a one-story annex at 3300 Main Street in Dallas, Texas, built in 1920 (annex 1921) by contractor Fred A. Jones to designs credited to F.J. Woerner & Company.","why_significant":"It served as headquarters of Frank P. Holland's Texas Farm and Ranch Publishing Company until 1950, publisher of Farm and Ranch and Holland's Magazine, which reached over a million households by the late 1930s. It is significant at the state level for communications and for its link to Holland's Progressive Era work for farmers, agricultural education and the State Fair of Texas.","narrative":"Located at 3300 Main Street just east of downtown Dallas, this three-story brick office building was completed in 1920, with a one-story annex added the following year. Contractor Fred Jones built it at a reported cost of $200,000. It housed the Texas Farm and Ranch Publishing Company, led by Frank P. Holland, until 1950. The company produced Farm and Ranch and Holland's Magazine, which in the late 1930s were reputed to reach over a million households in twenty states. Holland used his publications to promote crop diversification, oppose cotton futures trading, and support farmer education, experimental farms and the State Fair of Texas. The building is a Commercial Style example, with a skeleton frame, open plan, large windows, and ornament concentrated at the entrances and cornice. Cast stone bases, brick pilasters and wood sash windows survive on the principal facades. The interior has been converted to apartments, while the exterior retains much of its original character.","period_of_significance":"1920-1945","architect_builder":"F.J. Woerner & Company; Fred A. Jones, builder","architectural_style":"Late 19th and early 20th Century American Movements: Commercial Style","criteria":["A","B"],"status_note":"Rehabilitated from offices to residential use as apartments (Deep Ellum Lofts); described as in excellent condition with a high degree of integrity, though the annex windows are covered with sheet metal.","vacant_flag":false,"machine_generated":true,"model":"claude-sonnet-5-5","prompt_version":"v1.0-2026-10-29","generated_at":"2026-10-29 02:54:24.174822-05","source_pdf":"https://s3.amazonaws.com/NARAprodstorage/opastorage/live/75/9717/40971775/content/electronic-records/rg-079/NPS_TX/99001499.pdf"},"photo":{"url_800":"https://nationalhistoricalregister.com/media/99001499/206d90d3e1-800.webp","url_1600":"https://nationalhistoricalregister.com/media/99001499/206d90d3e1-1600.webp","licence":"CC BY-SA 3.0","author":"Renelibrary","credit_html":"<a href=\"https://commons.wikimedia.org/wiki/File:Texas_Farm_and_Ranch_Building_1.jpg\" rel=\"noopener\">Renelibrary</a>, <a href=\"https://creativecommons.org/licenses/by-sa/3.0\" rel=\"license noopener\">CC BY-SA 3.0</a>, via Wikimedia Commons","source_page":"https://commons.wikimedia.org/wiki/File:Texas_Farm_and_Ranch_Building_1.jpg"},"district":{"nrhp_refnum":"100009082","name":"Deep Ellum Historic District","url":"https://nationalhistoricalregister.com/districts/texas/deep-ellum-historic-district-100009082/"},"sources":{"nps_snapshot_date":"2026-05-22","nara_catalog":"https://catalog.archives.gov/id/40971775","wikipedia":null,"wikidata":"https://www.wikidata.org/wiki/Q110001842"},"indexable":true,"url":"https://nationalhistoricalregister.com/texas/dallas-county/texas-farm-and-ranch-building-99001499/"}