The City of Lamar and the Historic Preservation Advisory Board are proud to announce the official listing of The Lassie on the Colorado State Register of Historic Properties. The approval occurred May 21, 2025; the official designation was made in recognition of the property’s contribution to the heritage of the State of Colorado. 

This recognition is a point of pride for the entire Lamar community and serves as a meaningful tribute to the life and legacy of Beverly Augustine. Beverly moved to Lamar in the 1940s for a position at The Maxwell House, where she worked for four years. In 1947, she met her future husband, Clifton F. Augustine and soon after left her job to pursue a career in retail. She opened The Lassie, a women’s clothing store, in 1948. Beverly and Clif married in 1950, and she went on to operate her store for over 70 years, making lasting contributions to local commerce, women’s entrepreneurship, and community life. 

Since the store was opened before Beverly’s daughter, Julie, was born, she was delighted with the designation. “The Lassie has been part of our family for my entire life. Life revolved around the store,” commented Julie (Augustine) Vice, “our family is so honored by the designation, and my mom would have been thrilled.” 

The building at 212 South Main Street was built in 1911 and served various uses before 1948 including a grocery store, cobbler shop and thrift store. Each business highlighted the changing business needs of downtown Lamar over time. 

The nomination is part of Colorado Heritage for All: Historic Preservation Initiative. This initiative expands representation on the Colorado Register of Historic Properties, increasing funding and preservation opportunities for historically underrepresented communities. The goal is to add 150 new or revised historic sites by 2026. 

Governor Polis, the Colorado Historic Preservation Review Board, and History Colorado extended congratulations and appreciation for the City’s continued interest in historic preservation.