Fort Lauderdale: from plow and trowel to beach towel

Fort Lauderdale Beach

 

By Jane Feehan

Settlers first came to Fort Lauderdale with farming in mind. It was the Everglades they set their hopes on; its rich dark muck was a farmer’s dream—if the Everglades could be drained.

To promote interest in developing farmlands in 1911-1912, city pioneers and Board of Trade delegates traveled to nearby cities by train with a large banner advertising Fort Lauderdale as Gateway to the Everglades. The message: “Our little town is the gateway that leads not only to the Everglades but to success.”

A variety of promotions were used to entice settlers into farm life. In 1911, The Everglades Land Sales Company advertised a "celebration" or exhibition to show off a swamp plow, the Buckeye Traction Pulverizer. A successful tool in Louisiana, it was sure to be in Florida. It could plow 10 acres a day at $3 per acre unlike the “old way” at $6 per acre. Prospective land–and plow—buyers were directed to Fort Lauderdale where they could take a boat to the South Canal and to the company’s experimental farm. It was expected to “attract a large number of people.” (No follow up on this claim.)

In 1922, even though hopes waned about draining the Everglades, the Carmichael Development Company touted Fort Lauderdale as the “Key City to the East Coast of Tomorrow.” The community it was promoting, Placidena, did not sit in the Everglades but in town (today a city subdivision).

Everglades postcard 1935
Florida State Archives

Advertisements shifted away from Everglades by the mid-1920s. Draining exploits failed; Mother Nature prevailed. Messaging was different.

Seaboard Holding Company ads elevated new reasons for moving to Fort Lauderdale while lowering prominence of the Everglades:

• It is on the ocean
• It is on Dixie Highway
• It is below the frostline
• It is at the Everglades
• It is 26 miles north of Miami
• It is 41 miles south of Palm Beach
• The FEC (Florida East Coast Railway)
• The Seaboard Air Line Railway is coming through (airline here refers to shortest rail route)
• The New River is 90 feet deep, right in the city
• It has churches, schools, banks, hotels, golf courses, fishing, bathing, boating and a wonderful climate all year round.

Today, most are moving here for many of the reasons above but even more important, to get away from other states. Many will be unhappy residents during summers when weather is not wonderful but might feel at home with the congested roads and ubiquitous high rise condos.

Fort Lauderdale 2021

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Copyright © 2022 All rights reserved. Jane Feehan

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Sources:

Miami Daily Metropolis, Jan. 23, 1911

Miami Daily Metropolis, July 19, 1911

Miami Herald, Dec. 30, 1922

Miami Herald, April 7, 1926

Tags: Gateway to the Everglades, Fort Lauderdale development, Everglades farming, Fort Lauderdale land sales, Fort Lauderdale history