Vernal in Uintah County, Utah — The American Mountains (Southwest)

Where the Dollar has More Cents

Photographed by Cosmos Mariner, July 16, 2013

1. Where the Dollar has More Cents Marker

Inscription.
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.

Topics. This historical marker is listed in this topic list: Industry & Commerce. A significant historical year for this entry is 1879.

Location. 40° 27.348′ N, 109° 31.771′ W. Marker is in Vernal, Utah, in Uintah County.

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It is at the intersection of West Main Street (U.S. 40) and South Vernal Avenue (U.S. 191), on the right when traveling west on West Main Street. Marker is along the sidewalk directly across from the Jade Lion. Touch for map. Marker is at or near this postal address: 54 W Main St, Vernal UT 84078, United States of America. Touch for directions.

Regionally, this marker is in Utah’s Uinta Basin.

It is also in the American Mountain West

and in Colorado Plateau.

Globally, it is in North America,

the Rocky Mountains,

the Western Hemisphere,

the Western World,

and the Anglosphere.

Historically, it finds itself in what was once New Spain

and also Mexico’s Alta California.

Other nearby markers. At least 8 other markers are within walking distance of this marker: Fort Ashley Center (within shouting distance of this marker); Cobble Rock Gas Station (within shouting distance of this marker); Vernal Post Office (within shouting distance of this marker); Do Religion and Money Mix? (within shouting distance of this marker); Parcel Post Bank (within shouting distance of this marker); How Far Would You Carry a Brick for Seven Cents?

Marker detail: Oxen & wagon in front of Leslie Ashton's Hardware Company image. Click for full size.

2. Marker detail: Oxen & wagon in front of Leslie Ashton's Hardware Company

Oxen pull a loaded wagon in front of Leslie Ashton's Hardware Company. Leslie opened the store in the building behind you in 1895. He operated the business until 1925 when it became one of the departments in Ashton Brothers Company.

(about 400 feet away, measured in a direct line); Where Can You Get an Iron Port, Phosphate, or Suicide? (about 400 feet away); If You Were an Outlaw Where Would You Shop? (about 400 feet away). Touch for a list and map of all markers in Vernal.

Also see . . .
1. Ashton Brothers Company, grand opening in 1924.
Rae Ashton moved to Vernal in 1924 and changed the rear of the Leslie Ashton Hardware Store to the Ashton Brother's Company. It was located on the south side of Main Street in the Coltharp building. Rae mangaed the store and later his sons Ralph and Stewart took over the management. (Submitted on February 26, 2018, by Cosmos Mariner of Cape Canaveral, Florida.)

2. Ashton Brothers Store (Vernal, Utah).
Photograph of the interior of Ashton Store, including merchandise, display cases. From left, Lola Warburton, Rae Ashton, and Ez Burton. (Submitted on February 26, 2018, by Cosmos Mariner of Cape Canaveral, Florida.)

1923

3. Marker detail: Ashton Brothers Mercantile, ca. 1923

The business, known for a time as the ABC, expanded rapidly.

1962

4. Marker detail: By 1962 Ashton's covered two-thirds of a city block

Marker detail: Ashton Family Military Service image. Click for full size.

5. Marker detail: Ashton Family Military Service

Rae Ashton, Ashton Brothers' first manager, was a WWI veteran; his wife, Eva, became national president of the million member American Legion Auxiliary. Their sons, Ralph and Stewart, both served in WWII, Ralph in a field artillery unit, Stewart (far right) in the Naval Air Corps. After flying in numerous air battles and surviving two mid-air collisions, Stewart was awarded six Air Medals and the Distinguished Flying Cross.

Photographed by Jeremy Snow, June 27, 2025

6. Where the Dollar has More Cents Marker

Also shows the Ashton Building, described in the marker, directly across the street.

Credits. This page was last revised on June 25, 2026. It was originally submitted on February 26, 2018, by Cosmos Mariner of Cape Canaveral, Florida. This page has been viewed 783 times since then and 25 times this year. Last updated on June 29, 2025, by Jeremy Snow of Cedar City, Utah. Photos: 1, 2, 3, 4, 5. submitted on February 26, 2018, by Cosmos Mariner of Cape Canaveral, Florida. 6. submitted on June 29, 2025, by Jeremy Snow of Cedar City, Utah. • Devry Becker Jones was the editor who published this page.

Editor’s want-list for this marker. A wide shot of the marker and its surroundings in context. • Can you help?