Frederick now had the means for his family to live well. After returning to the city center from Petersburg Highway, he moved his household twice in the same neighborhood, not far from Aquarium, before finally settling into an impressive eight-room apartment (number 13) at 32 Malaya Bronnaya Street. This handsome, modern, six-story building, which towered over its neighbors, was built in 1912 and had been designed by a fashionable architect. Directly across the quiet street is a famous park called Patriarch’s Ponds, which is to this day one of Muscovites’ favorite spots. Frederick also did not skimp on educating his children. In Russia on the eve of World War I, even in a major city like Moscow, only about half of the children of elementary school age received any kind of education. The situation was far worse in the provinces, and although the quality and extent of public education were improving rapidly at the time, illiteracy was still widespread among the lower classes. People with means usually relied on private schools, and Moscow had several hundred to choose from—most quite small, judging by their total enrollment of only some seven thousand pupils. This is the path that Frederick chose. He could even have sent his children to one of the schools sponsored by foreign organizations, such as Catholics or Evangelical Lutheran Germans. All of his children learned a number of foreign languages in addition to Russian and two eventually attended universities in Western Europe; at home they spoke mostly Russian.
Frederick’s businesses required so much attention that he spent little time with his children. Despite this, Mikhail, who was his father’s favorite, recalled Frederick as a loving but very strict parent. One especially vivid event from his childhood was the time, when he was very young, his father tried to instill a sense of responsibility in him by staging a dramatic beating. Mikhail had falsely accused a servant of taking an apple that he had in fact eaten himself, and Frederick, wanting to teach his son a lesson, threatened to punish the servant even though he knew perfectly well who the culprit was. He went so far as to strike the old man several times. Mikhail not only confessed but remembered the lesson for the rest of his life.
The promise of familial stability that Frederick and Valli’s wedding seemed to offer proved short-lived. In his role as the primary talent scout for Aquarium’s variety acts, Frederick was constantly thrown into the company of attractive young women. Although the “casting couch” was hardly Hollywood’s invention, and directors of Russian theaters and cafés chantants were to some extent procurers because they hired female performers with an eye toward having the women entertain male guests offstage as well as on, there is no evidence that Frederick ever abused the power he had over women, either in Moscow or later.
But true love was another matter. Around the time he married Valli, Frederick met a young, beautiful, sweet-tempered German woman named Elvira Jungmann. She was a dancer and singer who had enjoyed considerable success on the variety stages of Western Europe before she came to Moscow to perform. Her appeal and popularity were great enough to be celebrated in a series of publicity postcards issued around 1910 by the Georg Gerlach Company in Berlin, which was famous throughout Europe for producing reams of photographs of personalities from the world of entertainment for the fans who coveted and collected them. Some of Elvira’s postcards were quite risqué for their time and depict a very pretty woman with luxuriant hair down to her buttocks wearing tights, dance slippers, and a form-fitting bodice that shows off her curvaceous figure and remarkably thin waist. But she appeared in other, more demure guises as well, including an American cowgirl costume for an act that she performed on Maxim’s stage in 1912. This might seem very unlikely for Russia at the time, but Buffalo Bill Cody and his Wild West shows had in fact toured England and the Continent with great success at the end of the nineteenth century, and by the early twentieth cowboys, as well as Indians, were already very popular in Europe. Elvira was also better educated than one might have expected for a variety theater performer: in addition to her native German, she was fluent in English, knew French, and picked up Russian so well that some natives did not notice she was a foreigner. Less than a year after Frederick married Valli, his affair with Elvira was well under way. She gave birth to their first son, Frederick Jr., on September 10, 1914 (she would call him “Fedya,” the diminutive endearment of “Fyodor”); a second son, Bruce, quickly followed in 1915. Even though they did not marry until 1918, Elvira embraced domesticity and became Frederick’s loyal companion for the rest of his life, for better and especially for worse. The consequences of their affair would be dramatic and lasting for everyone in the family.
Neither the initial successes of Aquarium and Maxim nor the tensions in his personal life slowed Frederick’s ambition to keep increasing the size and reach of his businesses. Starting in the early summer of 1913, rumors began to spread through Moscow’s theatrical circles that the two most successful new entrepreneurs of the preceding winter and summer seasons, “F. F. Tomas and M. P. Tsarev,” were planning a series of bold new business ventures. First, they bought out their third partner, Martynov, for 55,000 rubles, which would be more than $1 million today. Then, they reconstituted themselves as a two-man firm with the aim of bringing under one business umbrella the three properties they had been managing both separately and together—the Aquarium complex, Frederick’s Maxim, and Tsarev’s Apollo (a popular variety theater and restaurant in Petrovsky Park on the city’s outskirts, near Yar). This move represented their first step in trying to become the biggest popular entertainment company in Moscow. The second one would come a year later, when they would incorporate themselves as the “First Russian Theatrical Stock Company,” an innovative concept in Russian popular entertainment. When the financial details of the new company were announced in January 1914, they were impressive: total capitalization was 650,000 rubles, the equivalent of $12 million today, consisting of 2,600 shares priced at 250 rubles, or about $4,600, each. The new company’s plans were equally ambitious, and included opening, both throughout the Moscow region and in other cities, new theaters for drama, opera, operetta, and movies—which were all the rage in Russia at this time, as they were everywhere else around the world. The new company would also include additional investors, a group of Moscow capitalists to whom Frederick and Tsarev would answer as elected directors. That the partners were able to find businessmen to provide the capital they needed to expand is testimony to their success in Moscow’s money circles and to Frederick’s complete acceptance by them. Had the Great War not intervened, they might well have succeeded.
As the fame of Frederick’s properties spread, they became obligatory stops for foreign tourists, including even the occasional American who decided to add Russia to his European vacation. This is what attracted a pleasure seeker with the jazzy name Karl K. Kitchen, who identified himself as a “Broadwayite,” and who was touring European capitals with the express purpose of sampling their nightlife during the winter of 1913–1914. When he came to Moscow, a Russian friend suggested that the first place they should visit was Maxim, which, Kitchen was pleased and surprised to learn, was “presided over by an American.” He had no idea what was in store for him.