The Idlewyld story - Hortt converts swamp to top-tier real estate

 

By Jane Feehan

The history of Fort Lauderdale’s Idlewyld neighborhood reflects the story of Fort Lauderdale’s M.A. Hortt. A former streetcar conductor and gold prospector from Utah, “Al” Hortt came to Fort Lauderdale in 1910. Possibilities for wealth generation were far greater here than in the desert.

The city saw its first land boom in 1910, when, according to Hortt, it claimed only 121 residents. As he wrote in his biography, Gold Coast Pioneer, he arrived when Fort Lauderdale was just a “wide spot” in the road. Not for long. News spread “up north” about Fort Lauderdale’s real estate. The early boom proved to be an early bust but Hortt’s roster of subsequent land deals (and travel escapades), could spin heads. The focus here, however, is Idlewyld.

Hortt and business partner Bob Dye bought a piece of swampy land in 1921 that spanned from the Las Olas bridge (opened 1917) to the “intersection of New River Sound” and beyond. They envisioned a subdivision on part of it but needed a developer with money. Hortt was familiar with Miami developer Carl Fisher’s success in converting Miami Beach's water-logged land into desirable real estate; he wanted to apply the same method in Fort Lauderdale.   

According to Hortt, he took a beach walk near Las Olas where he met visitor Tom Stillwell. Stillwell was looking for a real estate opportunity and the garrulous broker had just the deal: if Stillwell could put up $50,000, they could create a company with $100,000 of land and cash assets; Stillwell would get a 50 percent share. 

To convince the visitor about development possibilities, Hortt took him to Miami Beach to view Fisher’s projects. Stillwell was sold on the development idea for Fort Lauderdale and brought in three partners from Indiana. The New River Development Company was formed in 1921 and dredging of the Intracoastal and New River Sound began. Dredging would provide the soil to build up the swampy tract.

The name Idlewyld was chosen and its land platted. Streets, sidewalks, water mains and electric lines were installed after dredging.

To buoy its appeal, coconut palms were planted along its streets. However, for months only a few lots sold. They lowered prices and gave lots to the investors for building homes. The Indiana partners pooled resources and built one house. The company also offered to give away 10 lots for house construction. By year’s end, only four houses were built; the town experienced a real estate slowdown. 

Intracoastal view,
with Las Olas Bridge at left

As is often said today, the best time to advertise is during an economic slump. Savvy Hortt suggested he would handle advertising if a deal could be made with the partners. He wanted a 25 percent commission on sales of all lots. Prices would depend on location and would run $2,500 to $5,000. The New River Development Company approved and the first advertisement went to the Miami Herald.

One article in the Miami Herald reported that a promotion of the subdivision would include free transportation from Miami, dinners and a river trip. An ad in the same paper beckoned visitors to buy a lot in “Fort Lauderdale’s sub-division deluxe with people you’ll be glad to have for neighbors: men of wealth and social standing and a-1 character.”

The advertising campaign proved to be a success.  Hortt claimed in his book that he and Dye sold every lot “in less than one week,” and each for the price originally agreed upon. Success led to plans for a $250,000 hotel in Idlewyld. Promised to be “bigger and better than any yet planned” the hotel was expected to sit on six lots and open in one year.

The Idlewyld neighborhood gained attention. Hortt built his home there. In 1925, while on one of his many trips, he was offered $60,000 for that house. Upon his return he upped the price to $75,000 (a steep price then) and sold it to businesswoman Helen Brooks Smith. The sale made local headlines.

Less than a year later, the aftermath of the 1926 hurricane brought the South Florida real estate boom to a halt.  It’s interesting to note that during the storm, the U.S. Coast Guard’s houseboat station, Moccasin, was lifted from its mooring and thrown across the waterway near Idlewyld. The Coast Guard took up temporary quarters in the “deluxe” subdivision in two houses donated by W.C. Kyle until they could re-establish their base.

Hortt remained solvent and developed several neighborhoods such as Beverly Heights. He was recognized for guiding Fort Lauderdale’s recovery from the storm. He served as mayor and commissioner of Fort Lauderdale and then bought large tracts of land in Pompano Beach, where he died (750 Ocean Blvd.) in 1958 at 77.

And Idlewyld? It remains one of the city’s most beautiful neighborhoods with many of the original houses replaced with multi-lot sized homes selling for millions (as of this post, 17 on the market). The Riviera Isles/Idlewyld area is home to 508 residents. 

Hortt’s legacy includes not only his sales record of early city communities but his recognition of waterside locations in boosting real estate values. Many who came to Fort Lauderdale in the early 1900s thought real estate fortunes were to be found in agricultural land to the west. Hortt knew better.

Sources:

Hortt, M.A., Gold Coast Pioneer. New York: Exposition Press, 1955.

Miami Herald, Jan. 20, 1924

Miami Herald, Feb. 20, 1924

Fort Lauderdale News, Feb. 25, 1925

Fort Lauderdale News, April 17, 1925

Fort Lauderdale News, Nov. 13, 1925

Fort Lauderdale News, Nov. 16, 1926

Fort Lauderdale News, June 20, 1926

Fort Lauderdale News, March 1, 1952

Fort Lauderdale News, April 15, 1958

Tags: Idlewyld neighborhood, M.A. Hortt, Fort Lauderdale history, Fort Lauderdale communities, history of Fort Lauderdale, Fort Lauderdale in the 1920s, Jane Feehan