In Sarasota yesterday there were no color pictures to show how beautiful the landscape is, or to show the beauty of the beaches, or the Mediterranean and Spanish Mission houses, or the building construction; Only black and white photos look at movies, cars, and stores.
That lack is offset by beautiful pen and ink drawings, hand-colored illustrations, and flowery prose and hyperbole.
Sarasota has more history
The literary style of that era may be embarrassing by today’s standards, but it was good enough at the time, and it’s still fun to read today.
The main pitch to come to Florida because of its beauty, the weather, the many pleasures of living here, and of course the opportunity to make money, then as now, at will of the country.
In “Florida in the Making,” the authors report: “There is not a community in Florida large enough to have a post office that does not have a department of commerce to make an effort to tell the world about its benefits. good of that community.”
Florida was described in a letter sent across the country as “Bathed in the passionate caresses of the southern sun, washed by the lipid waves of the embracing seas, wooed by the glorious Gulfstream …”
Each village, town, or city tried one-upmanship to expand their space over others and attract newcomers.
Vero Beach goes with “Transcendent charm, nestly close to the bosom of the ocean, where it captures every inspiration among the flowers and palms.” Vero invites new people “to come, stay small and enjoy the beauty of its diverse and interesting features.”
Not to be outdone, the Sarasota Chamber of Commerce countered with: “In the joy of his dreams God created the world and threw it from the neck of his hand among many meteors and with the twinkling of the stars. It may have been too late for an effect to be made in Sarasota County, and for all these years Nature seemed to have rested in contemplation of its rich and varied features. .Wow! What a place. Stop the car, Jethro, we’re going south!
One of the most beautiful descriptions of Sarasota was written in a letter from Davie Lindsay Worcester to her husband Thomas, in their hometown of Cincinnati. Davie, who had come here for health reasons, visited Bird Key and its vicinity one day with some friends.
Choosing his words by choosing colors from the palette, he wrote: “The beach is full of the most beautiful shells, I can’t choose them, dear, when first. I thought my heart would burst on that shell-covered beach. With thousands of palms flying to the sky; the Gulf of Mexico washes at our feet. This is what I want for my old age. Oh! Words cannot paint the scene; The mind cannot conceive of such glory.”
The health benefits of living in the Sunshine State have inspired St. Petersburg boasts the healthiest place in the United States, with “only one factory in a city with a winter population of 13,000 people. Months pass without death.
In Sarasota, the promise to buyers has sparked one of the many housing developments taking place in the county.
During the real estate boom, Whitfield Estates was regularly promoted by the Adair Realty and Trust Company. Bobby Jones played games on the Donald Ross designed golf course there and sold property on the side.
One of the many advertisements given for “Those Who Love The Joys of Life.” A full-page ad once again wrote of the history, “A Wonderful Land … where DeSoto landed, lived and loved.” Also: “In a beautiful fashion, the boulevard runs eastward over the high lands, up Whitfield Street to the Country Club — sparkling like a pearl as it passes over of a mound placed upon a palm mound.”
Sapphire Shores offers homes of “Compelling Charm for A Favored Few.” Another full page confirmed, “Living at Sapphire Shores is a symbol of difference. We’ll tell you more.”
Indian Beach, “Where Dreams Become Realities,” has succeeded in keeping prices low because “Desirability Created The Demand [and] The price can be demanding.
Realizing that there are many buyers here to consider, an advertisement by Manhattan Bond & Mortgage Co. said, “Start building your wealth by buying in Indian coastal lands!” Hurry is the name of the game, “Buy now before prices go up. Buy now and start profiting.
Shares, or bonds in the lot, are sold several times a day, each sale increasing in price. Some units at Golden Gate Point have reportedly been sold seven times, adding confidence to the potential for profit.
Among the economic headlines: “Price Climbing, let your assets go up.” “Values will continue to increase.” “It’s an opportunity to make a lot of money.”
Do it quickly. As Sylvan Shores, “Autocrat of All Homesites,” once said, “Twelve hours of ancient history in rich Florida.” And the Roger C. Rice team asked “How does your brain work? They said, “You have to think, and fast these days in Florida.”
Of course, the prices have gone up a lot. As an example, the Sarasota Herald recorded one set of transactions as follows: In 1923, 24 lots were sold on 9th Street. [today’s 3rd Street] for $66 each. In 1925, eight of them were resold for $45,000 each, and another 16 were sold for $600,000.
The reconstruction is another sign of the city’s progress. As This Week in Sarasota said, “Sarasota’s new homes offer a sense of purpose.”
A good example of this is the 150-room El Vernona Hotel, which opened in 1926 and is famous for its Moorish architecture. Designed by Dwight James Baum and built for Owen Burns, the Sarasota Herald wrote that the resort, “Almost astonishing in its beauty, beautiful in its beauty and breath-taking in the simple beauty of its choices .” Called The Aristocrat of Beauty, the paper reported that it was “more pleasing to the eye than any other hotel among Florida resorts.”
Street names are decorated. In 1915, highways from the Midwest to the South joined Florida as the Dixie Highway, known as “the rope on which Florida hangs its jewels.”
Locally, the two-lane road from Sarasota to Venice is only nine feet wide, forcing oncoming traffic to pull over. This major improvement was called the “Velvet Highway.”
During the Roaring ’20s the car became a must-have. And while Chevrolet announced in 1925 that they had sold their two millionth car and boasted that Chevy offered “QUALITY AT LOW COST,” the legendary Ford promised in its reprint, “New and Improved” and Marmon promises its “strong. chassis and smooth ride quality of any car, domestic or imported,” Jordan Motor Company took a different approach and buying cars is more attractive.
During this great Gatsby era, no other automaker epitomized the colorful prose better than the Jordan Motor Corporation, whose Sarasota showroom on South Pineapple Avenue.
Producer Ned Jordan started a series of ads that claimed he was more famous than the car itself.
Also known as “advertisement,” one of the most poetic of these is:
West of Laramie, there’s a girl driving a car who knows what I’m talking about. He could tell what a sassy pony was, he was a cross between a greased lightning and a beater, able to handle eleven hundred pounds of steel and work when he went high, space, and beauty. In fact – Playboy was built for him. It’s made for the dark-skinned girl after a day of fun and running and racing. He likes the cross of wildness and love.
After creating models such as Playboy, Tomboy, Blueboy, and a special order, Speedway Ace, each with its own specific description, Jordan was forced to leave the production of the 1931 when the Great Depression hit his company, and others.
Although Sarasota has been told that the constant increase in real estate prices is not a real estate bubble, it is a bubble and even the most colorful and colorful advertising cannot prevent the inevitable pain.
Of the lots sold at such inflated prices on Ninth Street, the Herald reported, “Nothing was placed on them until many years later when they were sold for taxes.” The red rich party is over; there is nothing fancy about that.
Jeff LaHurd was raised in Sarasota and is an award-winning journalist.