Title: Program for the dedication of Jacksonville's new City Hall : Sunday, the twenty-third of October [1960]
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Permanent Link: http://ufdc.ufl.edu/NF00000229/00001
 Material Information
Title: Program for the dedication of Jacksonville's new City Hall : Sunday, the twenty-third of October 1960
Physical Description: Book
Publisher: City
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Bibliographic ID: NF00000229
Volume ID: VID00001
Source Institution: University of North Florida
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jacksonville, florida
October 23, 1960

~Y~i 41

Sunday, the twenty-third of October

1:40 P. M. Music by the Starlight Symphonette Orchestra, under the direction of Carter
Nice, Jr.

2:00 P. M. Introduction by the Hon. Mayor-Commissioner Haydon Burns

Invocation-The Reverend Jack G. Hand, First Presbyterian Church of Jacksonville

Introduction of Platform Guests, Mayor Haydon Burns

Dedication of tree by the Campfire Girls, Inc., presented by
Mrs. Frank Riofski, President

Dedicatory Address-Mr. Wm. S. Johnson, General Manager of the Jacksonville Area
Chamber of Commerce

Flag Raising-Assisted by a detachment of the U. S. Marine Corps

The Star Spangled Banner-by the Starlight Symphonette Orchestra

Benediction-The Reverend Canon Robert J. McCloskey, Executive Secretary, Ie-
partment of Christian Social Relations of the Diocese of Florida

Sealing of Cornerstone


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A Dedication To Progress 1960

today, in the year
1960, we are cele-
brating several cen- '. rt
tries of progress as o
we officially open o
Jacksonville's new-
est skyscraper the modern,
fifteen story City Hall. Rising high
above the banks of the St. Johns
River and overlooking the entire
City, this magnificent building
stands as an emblem dedicating its
achievement to the dreams and In 1906 Laura Street's fashionable residences were rebuilt.
View taken at Adams Street intersection.
aspirations, the ambitions and de-
terminations of hundreds of our
political and civic leaders and thousands of our citizens, living and dead.

Two names standing for the exact same site and location on the St.
Johns banks; two names as far apart from each other as the original cattle
fording spot in the year 1564, is from the great and flourishing city which is
now rising in giant steps on these same marshy banks; two names ... denoting
history in the making.

From across the river, Jacksonville's skyline looked like
this during growing-up period.



Hogan Street in the days when the Dural, Pars and Another view of Laura Street taken in 1912, looking
Windsor Hotels were near old post-office. Sightseeing cars noath. At left is St. James Building under construction.
were a novelty.

Early History

Sntil the twentieth
S ------ 1 century, the growth
of this site was tan-
talizingly slow. Cow
Ford was just what
its name implies, a
The home of Dr. Neal Mitchell located at Julia and For- low spot in the river where the Indi-
syth Streets was for many years a well-known landmark.
ans swam their cattle across; later a
ferry point by which travel passed between the
Spanish territory on the South and the United
States on the North bank of the river. And it re-
mained as such for almost two hundred and fifty
In the Beginning years, constantly buffetted by wars between the

was the French and Spaniards by dissension between
Great Britain and Spain.
River .There was no permanent habitation until the
year 1791 when one Robert Pritchard received a
Spanish land grant of 450 acres on the South side
of the river. Thirty-one years later there were but
15 hardy pioneers struggling for a meager existence on this spot.
Then, in 1822, things began to take shape. It took the vision of young
Isaiah Hart to recognize the wonderful geographical advantages of this narrow
bend in the river. A year earlier the United States had purchased Florida from
Spain. The area to the South was bound to be developed and THIS was the
gateway. The climate was ideal. The St. Johns
Bv 1915 Main, Str,,t at Forith was acquiring streetcar River was waiting to become a great port.
tracks ad late became hub o city's transportation River was waiting to become a great port.
-.. .L With the help of a few others, Hart laid out
a tiny town and made a map. Duval County was
established, and soon after, Cow Ford was sur-
4_ veyed and then renamed Jacksonville, in honor of
fc----- General Andrew Jackson. It still had only fifteen
-. "--,^ citizens. Cow Ford became a name in history.

k .- ,i -'. ,

The spark of 1564 had burst
into a small flame.

The mills of the Gods grind t
slowly and exceedingly small .
by 1840 Jacksonville was still a tiny
village of 300 inhabitants ... men, Presidents and .. ..r .. people signedd the
me w ,regi ster of the I I v 1, seen above as it
women and children who had sur- appeared prior to 1901 fire.
vived the dread Seminole wars with their scalps, who lived in roughly con-
structed wooden buildings and whose only means of transportation was by
horseback or rowboat.
At the half century mark the north side of Bay street was a cornfield,
Springfield was a wilderness and Riverside was open farming territory. But
there were signs of progress. Jacksonville now boasted two-wheeled vehicles,
a second-hand hearse and a dray. Most important, the Florida Atlantic and
Gulf Central Railroad made its advent. The legislature had created the
municipality of Jacksonville and its governing
body now included a Mayor, eight aldermen, a
treasurer and clerk.
With improved means of transportation and
contact with the outer world, word spread of Riviera f the
this ideal site on this beautiful river, of its climate,
its perfect port facilities and people came United States
to see and to visit to stay and make it their
By 1875, the population had jumped to about
7000 and by the end of the nineteenth century to
approximately 29,000. During these years the tele-
phone and the electric light had arrived; beautiful homes and hotels had been
built; tourists flocked here by boat and train to enjoy the winter months .
it was known as the "Riviera of the United States."
More important, as the heart of thriving and expanding citrus and lumber
industries, a shipping trade developed that was as colorful as it was prosperous.
With it came more banks, more businessmen,
doctors and lawyers; employment soared. At the Streetcar waves banners for "Glady's Ro...ance," starring
close of the century Jacksonville had terminals Bil Burke and featured at the Arcade Theatre.
for seven railroads; it boasted twenty beautiful
hotels, one hundred wholesale and several hun-
dred retail houses; it was the center of Florida's
wholesale trade and in addition to a heavy river


commerce, it attracted extensive shipping from

In 1880, the waterworks were completed on Main near
First. The electric light plant was built in 1895.

Friday, May 3rd, 1901 dawned clear, hot and windless. There had been
no rain for a month. There was none in sight. At the Cleveland Fibre Factory
at Beaver and Davis Streets, moss was spread and drying. About noon a little
glow from the moss caught the eye of a workman. He grabbed a bucket of
water and ran for it. He was too late. With explosive violence the fire spread
to the moss packed factory and at the same time, out of the calm, a wind rose,
steadily higher and steadily stronger.
Wisps of flaming moss flew far and wide; a
shanty caught fire here and a house there. Pande-
monium broke loose as men fought a losing battle
to control the flames. The wind rose, heat and
An awful visitation smoke puffed over the city; fierce flames ate their
way eastward towards the heart of the town and
S. A city in ruins as the populace realized that the city was to become
a holocaust, fear filled all hearts.
The City was now an inferno of flames and
heat. Sound and fury filled its streets .the
roaring crackle of flames, the shrill neighing of
panicked horses, the crying of terrified children,
the quiet sobbing of women losing their possessions; unbearable heat and suffo-
cating smoke as men and women tried to load their worldly goods into any
available vehicles to save what they could; and failing this, just to save
their lives. Smoke darkened the skies over a radius of 160 miles and fire com-
panies came from as far as Savannah. To no avail the City of Jackson-
ville was lost.
In eight searing hours the fire had spread over a two square mile area,
consumed 466 acres in the heart and core of the City. The business and fine
residential areas were a sea of glowing ashes. Totally destroyed were 2,368
buildings and homes, 23 churches, 10 beautiful hotels. At eight-thirty that
night the fire was brought under control.

Catastrophe has always brought out the traits of courage, stamina and
determination in people. Jacksonville, ruined on this black Friday, was reborn
the next day reborn to a new growth and a new progress that was to see
it become one of the great cities of the United States.

The Post Office occupied somewhat temporary quarters
until the magnificent Tennessee marble structure at Hogan
and Adamns was completed in 1895. This was the only
public building to escape the 1901 fire.

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Twentieth Century The First Half

rom that dark Saturday morning in
1901 to the closing days of 1950
Jacksonville's growth has been av St er... in 189?
steady and rapid. From the 29,000
people who witnessed the fire, its
population had grown to over
The dedication of this magnificent new City
Hall marks the closing of the old City Hall which
was built in 1903 for a population of a little over
30,000. By 1912, it was already inadequate and
the city, for the last 48 years, has had to use
makeshift space wherever this space could be
found. "-N '4. "
Th/i house, stood at Julia and Adams, ohete the George
This new building contains 220,000 square ohin ,tin Hotel ,ias erected in 1926.
feet of floor space. Here all city offices with
whom the public has contacts will be located, and
it will be from here that daily direction will be
given over the City's 4,125 employees and from
which our $67,000,000 annual budget will be
In these fifty years the City's growth and -
pr9gress has paralleled that of the State of Flor-
ida. More and more, as all of our fifty states and
the world has become conscious of this land of
sunshine, Jacksonville has become its gateway ...
gateway through which millions have passed to Rno Ins H o en" locatel here up i rcade Seolet
gain prosperity, security, a happy and rich home
life for their families and recreation Recrea-
tion with a capital R. l ain Jp,;o,, plant built in 1912 on Talleyrand Avenue.
tlawck oni ill, hal the nation' first nmunicipally-owned elec-
Naturally it has not all been smooth sailing.
Jacksonville and the State, were temporarily re-
tarded by the Panic of 1907, the burst of the .
Florida boom in 1926, the great Wall Street crash ::,
of 1929 and the gripping depression of the early ..
Thirties. -'
But the course has always been forward.

Trees planted, a hotel rebuilt, the challenge of a vacant
lot here is picture of downtown Jacksonville taken
about 1910.
Th 1 Y. M. C. A. and St. James buildings as they appeared

In 1912, Cohen's, Fuichgott's and .Lev's weie all on Bay
St eet.

Steel superstructure of the 15-story Heard Building, now
the Gtaham Building, dominated downtown scene in 1912.
It was for many years the tallest building in Florida.
HHB~~tfi' '' ^"^ vy"

In this half century, bridges were built across
the St. Johns River, skyscrapers reared their heads
against the skyline, great modern hotels were
Since early days Jacksonville homes hare radiated hos-
erected, shipbuilding and paper mills became vitality. Above is home of W. B. Barnett, founder of the
SBarnett National Bank.
great local industries, hundreds of churches and
schools were erected, the great Naval Air Station,
Cecil Field and the Mayport Naval Base were
installed. With all of these came thousands and
thousands of new residents and families. A,
The Southside became Jacksonville's newest
and most beautiful residential section. New hous-
ing developments, with their shopping centers,
mushroomed in every direction of the compass. ..",... -
Civic groups, of both men and women, became
increasingly active in the interests of Jacksonville's
growth pressing hard for new business and --.
industrial enterprises, for constant improvements -
to our beautiful beaches, and for greater cosmo-
politan achievements within the scope of art,
music, the theater, and other cultural fields.
But notwithstanding this progress and growth,
a strange thing happened as Suburbia spread
outward and beyond the City's limits, urban Jacksonville began to suffer, wore a
robe of seediness, creeping decay, and creeping traffic. It was impossible to get
down town, find a suitable parking space and attend to business, or shop, in
any comfort. In the years between it had been allowed to follow a downward
course to flophouses, saloons and second rate clothing emporiums.
The old Cow Ford fording place on the bend of the St. Johns River, en-
dowed by nature as the most beautiful sites in our area, had been allowed to
deteriorate into a series of dilapidated, unpainted warehouses (backing up on
both sides of the river), covered with commercial billboards in garish colors ..
and with rat-infested and flame scorched piers, already abandoned to the tides
of the St. Johns River. To visitors and tourists Razed to make way for the new erpressway was the Rir-
rth a s th tis w w t side home of Captain C. E. Garnei and later the Jack-
going north and south this was what they Csoonie Junior college.
remembered of the City of Jacksonville.
And then lightning struck engendered
by far-sighted municipal leaders and civic groups. i
Let us look into the fabulous fifties .

-.cb r Ill' Z___---

SThe Jacksonville Story

his decade of dynamic growth
started with the building of a mu-
Snicipal parking lot and ended with
the completion of one of the finest
An aerial view looking towards the city from the South- city expressway systems in the
side expressway complex shows the clear L,. of the
new buildings rising alongside the St. J ., I country.
Who was responsible?
These ten years of urban revitalization and redevelopment were brought
about by the concerted efforts and the tireless work of hundreds of our business,
civic and political leaders men of vision, determination and vast experience
in their fields. Fortunately Jacksonville was blessed with many of them.
All realized something HAD to be done if this mushrooming city was to
retain its heart and core in the urban district.
Three groups must be singled out for their tremendous efforts in Jackson-
ville's rebirth: The city officials of whom the Commission (comprised of five
members) is the administrative body and the City Council, the legislative body;
the Chamber of Commerce and the Committee of One Hundred a group
of business men primarily interested in the redevelopment of the entire area.
The immediate problems were downtown parking and slum clearance. As
beautiful residential sections and shopping centers were developed on all sides
of the City, the heart of Jacksonville was ringed by a circle of slum areas. The
worst of these was a fifteen block strip on the banks of the St. Johns River.
The City Commission is a very strong and well rounded one. It is com-
prised of its Mayor-Commissioner, Haydon Burns, a man with great business
and political experience; J. Dillon Kennedy, a man who has come up through
the ranks and knows every phase of the Electric and Water Utility business
Jacksonville's largest source of municipal income; Claude Smith, an out-
standing lawyer who has been most successful in meeting the city's health prob-
lems; Louis H. Ritter, a young man who holds a B.S. degree in public adminis-
tration and who is making this field his career; and Dallas Thomas, a man
who has carried his most successful business experience into the field of public
administration. More about them later. Their strength is apparent in that
each of them is serving from his second elected four-year term, to his fourth.
They have worked in complete cooperation .with foresight and boldness in
the interests of the city's growth. The nine members of the City Council and
other elected officials have shown the same cooperation and vigor in behalf of
our progress.


.......ai.n' .'e'ction. which r l in., anee... i VS^^U
In the fifties engineers were engaged and a .
financing plan developed for a four block long Mu- --
nicipal Parking lot on the St. Johns Riverfront ...
dead-centered in the heart of the City. It cost four
million dollars, is revenue producing and its 1,980
parking spaces were a life-saver for the downtown
area. More important-this parking lot started a
chain reaction which resulted in an ever increas-
The riverfront terrace of this large insurance company's
ing program of remarkable development. building has become a recognized setting for several an-
nual cultural events.
The City Commission next embarked on a
vital and tremendous thirty million dollar capital
improvement program. Twenty-one million of this
went for improvements to streets, sewers and sew- *A jI li.
erage treatment plants opening vast areas of the
City; five million was earmarked for the construc-
tion of this badly needed new City Hall which is
being dedicated today; Three million was for a
12,000-seat Sports Coliseum which will open this
year and the other million was put aside toward
a four million, five hundred thousand dollar Mu-
nicipal Auditorium which will be completed in
1962. Bringing hundreds of new residents to Jacksonville was a
direct result of this beautiful addition to the waterfront and
Amazingly, these public improvements have business scene.
been accomplished without recourse to general revenue bonds. The parking area
was built with the proceeds of revenue certificates which are being paid off out
of the income from the parking lot and from the city's on-street parking meters.
The thirty-million dollar program is being paid off from a 10%o utility tax.
Word of these tremendous improvements to the city spread like wild-fire.
Business and industrial interests from all parts of the southeast were attracted to
Due to the combined efforts of these three groups mentioned above, the At-
lantic Coast Line decided to move its Headquarters from Wilmington, N. C .
erecting a new 15-story building for the purpose a
little further west on the riverfront. They are
bringing thousands of their employees to Jackson-
The County Commission built their efficient
and beautiful new Court House and Jail on the St.
Johns River to the east of the parking lot. Adja-
cent waterfront property began to take on new


-Al values. Sears Roebuck and Company bought a
Ssite w est of the parking lot and built on it a strik-
ingly modern store, the company's largest retail
outlet in the country, including another spacious
parking area for 900 cars. Old freight depots, sheds
and warehouses moved from this area to the out-
lying parts of the City.
All told, about half a mile of riverfront de-
crepitude has been transformed into a half mile of
beauty and utility.
Much of Jacksonville's business growth dur-
ing the 1950s can be attributed to the insurance
industry. The start was the decision of the Pru-
dential Insurance Company of America to estab-
Aerial view of the Riverside expressway interchange, Fuller lish its South Central Home Office in Jacksonville
Warren Bridge and Southside industrial area.
and they completed a twenty-two story structure
in 1954 in a commanding location on the south
shore of the St. Johns River. The Independent Life
and Accident Insurance Company, which in the
early 1950s was still heating its ancient offices with
a pot-bellied stove, put up its own modern 19-story
building. Other companies made similar plans and
the City now has about six thousand home office
"employees in the insurance business as against
about five hundred ten years ago. For these efforts
we must credit the Florida State Legislature and
the Committee of One Hundred.
The Robert Meyer Hotel, one of the most
Modern office buildings were needed to accommodate new beautiful in the southeast and the first hotel to be
business facilities in the rapidly growing city.
built in Jacksonville since the 1920s was erected
in the heart of the City. J. C. Penney and many of
the chain variety stores erected new and beauti-
Blending of old with the new is often seen when Jackson-
ville's history-nma ked buildings gradually give way to ful retail outlets. The new Baptist Hospital rose
milodern progress.
on the south shore of the river, adjacent to the
Prudential Building.
Naturally, this overall growth and, particu-
larly, the tremendous improvements to the river-
-- u : front property, has had its effect on the oldest
t gl business district in the city, Bay Street. Owners of
this property now realize that it is too valuable for

the old ramshackle buildings which still line most
of its frontage. As a result buildings are being torn .
down continuously and replaced or remodeled and m
put to uses more in line with the new and pros- 1"110m 1
perous phase of the neighborhood.
In the last year, Merchants, comprising the :.No
Downtown Council (which is a vital group within l L
the Chamber of Commerce) have tied together IManr
the City's growing business center with the out- fP I 1 .r
lying parking facilities by a free shuttle bus system. a
Starting with one bus, the shoppers' reaction was
so enthusiastic that another had to be added. nB i
Operating on a six minute schedule, these buses
take passengers practically to the front door of
most retail establishments. one of It e many other buildings that add beauty to
downtom n lawksonille.
While Jacksonville's downtown business area
has been exhibiting such astonishing vigor, subur-
ban development has been far from neglected.
Whereas population within the City Limits has
understandably fallen off slightly since 1950, the
immediate metropolitan area has increased from I "
about 300,000 to over 450,000 people. Impressive
new shopping centers have been created to paral- .
lel this growth. c -'-
Automobiles were the cause of troubles that f '-
sparked off all this redevelopment. Parking lots
alone were not the answer. Traffic had to be .L
Jacksonville's leaders, noting its unbelievable Am" ple parking spare and. parity of serr is gou pin on
cksonil lader, n ting it un l i l e compact area ensure popularity of suburban shopping cen-
S11is sprinaing i up around Jacksoni'ille.
increase in population, had to plan on a conserva- ts nging u around acksonille
tive figure of 675,000 people by 1970 and prepare
for a population of over a million by 1985.
GCiaphic view of Expressway looking North toraids the
This led to the necessity for what developed lohn 7. Alsop Bridge shows group of Jark onrille'i sky-
cnrape s in backg ounnd.
into a $90,000,000 Expressway and bridge de-
velopment which is being completed this year.
It entailed the construction of thirty miles of l 1
multi-laned, limited-access roads and the construc-
tion of two magnificent new bridges across the
St. Johns River .. the Fuller Warren and
the Mathews Bridges. Prior to this expressway, ,

0.- ,,i. Arlington was a remote hamlet across the St. Johns
River. Today and as a result of this expressway
and bridges, it is a thriving township containing
"V.i -our Jacksonville University, a fully accredited
o gs- four-year college. So intense has been its growth,
"a m u u:i. .. the tolls on the Mathews Bridge, leading to it,
-- have already reached the engineer's estimates for
A five-man Expressway Authority, appointed
by the Governor, has directed this improvement.
It is supported by tolls and a portion of the
County's share of gasoline tax, pledged through
1990. However, due to the unexpected heavy
Tourists visitingg the Gateway to the South will find hotel
aorn,,,,odation. nd service equal to any thouhout the, usage and toll revenues on both of these bridges,
the Authority has announced that all County
go.it'p: dd und, can be released as of about 1960.
Two other great benefits have
been derived from this Expressway:
As the Expressway was developed,
it cut and passed through many
slum areas, with the result that slum
clearance and redevelopment was
effected along nearly the entire
S. T thirty miles of this Expressway;
The famed Gator Bowl football classic attracts visitors and secondly, new industries attracted
local fans by the thousands. Aerial view was taken during
g ..... to our city and old established firms
have relocated all along the Expressway route. Offices, small and large busi-
ness concerns and other lighter developments have been attracted to similarly
appropriate sites on the newly opened areas.
In the last analysis this thirty miles of Expressway and toll bridges has
made the downtown Renaissance possible. As fast as the metropolitan area
has grown in this past decade, one can get downtown from any section of the
city in a matter of minutes and can go from one outlying metropolitan dis-
trict to another within half an hour.
Through far-sighted planning through inspiring leadership leader-
ship with the courage and boldness to spend money for its future growth .
Jacksonville, as the 1960s open, has become one of the great cities of the
United States. This program represents almost $200,000,000 worth of progress
... but this will one day be considered only a drop in the bucket when we tally
its potentialities and its future income.


l ,:" Elected City Officials

sioner of Health and Sanitation, "..: "' sioner of Highways, Airports and
was elected to the City Commis- Sewers, was elected to the City
sion in 1951 and was re-elected in ,* '.% .;- Commission in 1955 at the age of
1955 and 1959. Mrs. Smith, the 29 and was re-elected in 1959. He
former Louise Luten is a Jackson- has administration over Highways
ville girl. As Health Commissioner and Street Paving, Sewers and
he has jurisdiction over the Health Sewerage Disposal, Airports, Side-
Department which includes Street walks and Curbing, Drainage and
Cleaning, Collection and Disposal. the City's Engineering Depart-
Insect Control, and the city f ment. He was born in Jacksonville,
garage. as was his wife, the former Celeste

sioner of Finance, was first elected missioner of Public Utilities, was
to the City Commission in 1955 first elected in 1949, and was re-
and was re-elected in 1959. He wa elected in 1951, 1955 and 1959.
born in Duval County and married He is a native of Jacksonville and
Ida Harris, a Jacksonvilie girl. As, i married to the former Delia
Commissioner of Finance, he ad- Sandvik of this city. As Commis-
ministers to Cit Hall and its sooner of Utilities he has jurisdic-
Auditing and Accounting Depart- tion over the operation of the
ments, Park Department, Munici- Electric and Water Utility De-
pal Parking Lot, City Prison Farm, partnment, Municipal Docks and
Agricultural Department. City Terminals and the city-owned radio
Storeroom and the Municipal Zoo. station. I']JAX.
HAYDON BURNS, Mayor-Commis-
sioner, was elected Mayor in 1949, be-
came Mayor-Commissioner in 1951 and
has been twice re-elected. He has carried
the Jacksonville Story to many states of
the Union and to several foreign coun-
"7 tries. He was born in Kentuckl and came
to Jacksonville as a boy and attended
local schools. He is married to the former
Mildred Carlyon and they have two
children. He is the active administrator 7
of Jacksonville's Safety Department, the
-. Police, Fire Department, Plumbing and
Building Inspection, Housing Authority.
Signal Bureau and the Traffic Engineer's


City Council

"l 4 *- "

Brad Tredinnick Lemuel Sharp James M. Peeler Clyde Cannon W. O. Mattox, Jr.
Councilman Councilman Councilman Councilman Councilman
Ward One Ward Two Ward Three Ward Four Ward Five
Elected 1959 First Elected 1939 First Elected 1943 First Elected 1939 Elected 1959
-Firvt Term -Fifth Term -Fifth Term -Seventh Term First Term

i. Marvin Sweat Cecil F. Lowe Ralph N. Walter John Lanahan
Councilman Councilman Councilman Councilman
Ward Six Ward Seven Pard Eit Ward Nine
First Elected 1935 First Elected 1947 City Council Elected 1959
Sixth Term -Fourth Term -Second Term First Term

W. F. Wilson W. C. Almand H. S. Albury J. E. Santora, Jr.
Tax Assessor City Recorder City Treasurer Municipal Judge
First Elected 1945 First Elected 1933 Elected 1959 Elected 1959


Jacksonville's Government

owitics correctly
defined is the
organization, science
and management of
Government. In the
vast complexities of today's world, An aeial view of the City-Owned Waterfront Paking
government must, by its very nature, 'esect. Trhe Citi Hall is seen at extr eae right.
become the administrative body of municipal business, and ... again, in today's
world particularly where it involves a city the size of Jacksonville and a city
which owns as many revenue-producing departments as it does, it is very BIG
Successful business must be given progressive management and Jackson-
ville's voters are the people who elect this management. Without good munici-
pal government, a city cannot prosper business, in general, cannot prosper
he hand its citizens cannot have the security which is essential to their peace of
mind and contentment.

the City Council. The City Commission, over which the Mayor is the permanent
chairman, is the 5-member administrative and management branch and the
nine-member City Council is the legislative and law-making body. This pro-
vides an almost perfect system of democratic checks and balances, one
against the other.
Although the Commission prepares and recommends the yearly fiscal
budget, operates and administers all the City Departments and appoints such
independent boards as the Library Trustees, Recreation and Civil Service
Boards, and others. The Council must pass and approve this budget and ap-
propriates all City funds and many of the Commission appointments are sub-
ject to Council confirmation.
Elerated 1/,000,000 gallon capacity water storage tank is
The City Government is com- included in aerial riew of Expressway interchange.
pleted with four other elective posts:
the City Treasurer, who has the large
task of handling all moneys taken in by ,i
the City; the Tax Assessor, who valu-
ates all city property, land, buildings


and personal, for tax purposes in its
behalf; a Municipal Judge, who hears
I all cases, sets fines and sentences for
violation of City ordinances; and the
City Recorder, who serves in the dual
(/ capacity of Secretary to the council
Sand Clerk to the Municipal Court.
Children w'ho have been noted by the teacher as possibly The charter demands that the
having some visual difficulty are retested by nurse of City
Health Depa,tment. Commission meet weekly in City Hall
and that the Council meet twice monthly in its chambers. In the Mayor's ab-
sence, the President of the Council serves as acting-Mayor but cannot sit as a
member of the Commission.
In the final analysis and although the Commission is the administrative
body, the responsibility for the rounded efficiency, operation and expansion of
Jacksonville's complex departments and for its public works program and
growth rests squarely on the heads of our elected officials as a body.

The operation of our municipal government has been referred to as a "big
business". It is. The administration of its 1960 budget involves the operational
expenditures of approximately $67,000,000.00 the supervision of over 4000
employees. In 1959 the total volume of money deposited and withdrawn from
banks through its Treasurer's office was over $398,000,000.00.
No one man could possibly do justice to the administration of all these
departments and personnel. Just as the President of the United States appoints
his administrative cabinet, each of the five commissioners, although working
in essence as a body, is designated to have jurisdiction over the management of
certain of the city's responsibilities and he is responsible to the other com-
missioners for the efficient operation of the departments under him. They have
become known, in the broad sense, as the Commissioners of Safety, Utilities,
Health, Highways and Finance. The departments in the same sense are broken
down between those which are revenue-producing and those which are not.
Let's first review the non-revenue producing departments.

Every city must have its Safety
Full time dental service is important part of public health P li ,
program offered by City Health Department clinic division, departments Police, Fire, Build-
ing and Plumbing, Inspection, Hous-
ing Authority, Traffic Engineer and
Signal Bureau. It must have a progres-
sive Health Department, Street Clean-
ing, Garbage Collection and Disposal
Departments. Of necessity, some of



S smos the ann

the most costly Highways, Paving and Streets,
Sidewalks and Curbing, Sewerage and Drainage.
It needs a Finance Department, Auditing and .
Accounting Department, a Department of Parks
and Nursery, a City Jail and Prison Farm. None
of these can be revenue producing. Pictures and
captions, to be found on these pages will give an
indication of their scope and efficiency. _- d S i-i o'
In the field of revenue-producing depart- The Cleve.land S,teet incinerator is one of three modern
In the field of revenue-producing depart- failities built in the past 10 years to help keep rity clean
and .anita 'v.
ments, Jacksonville has an exciting story to tell.
The first of these are the City-owned Electric
and Water departments. The electric utility has
been continuously operated by the City for sixty-
four years with ever increasing expansion and
revenue. Other outstanding revenue departments,
owned and operated by the City, are the Munici-
pal Docks and Terminals, a radio station, the
airport and both on and off street parking facili- Adjacent to the new City Hall is the recently built Dual
County Court House, itself commanding interest as an out-
ties. In the years to come there will be additional standing building.
revenue from the new Coliseum and the Audi- -
From these, the City of Jacksonville, its resi-
dents and taxpayers, derive great revenue. Fur-
ther, the City gains revenue from its Ad Valorem


Jacksonville's Municipal Zoo, an ever-growing public at-
traction, was visited by approximately three quarters of a
million persons in 1959.

taxes licenses franchise and cigarette
taxes 80%7 of municipal court fines and
inspection permits.
To give an example of the vital effect and
great savings in taxes which these revenue-pro-
"ducing departments of the City have had on its
citizens, total 1959 receipts amounted to $24,-
One of ten front ernd loaders used by the City Street Clean-
ing Department ,osily handles heavy t,ee limb for dis- 619,000.00. Of this amount ONLY $3,621,000.00
came from City Ad Valorem taxes. City-owned,
self-sustaining enterprises produced a net operat-
ing profit amounting to $19,961,000.00 and
Si of this amount $15,000,000.00 was transferred to
the General Fund for the operation of the city
government and for the retirement of debt services.
Since only 1955, the City's General Fund
S receipts have risen from $15,722,000.00 to the
above mentioned $24,619,000.00. Without a his-
tory of such tremendous revenues, one of two
things would have happened: the city's ad va-
One of three sources of generation for the City Electric lorem taxes would have been excessively high or
system is the Talleyrand Avenue Plant-165,500 kw.
it would have had to go without many of the
"I great improvements which have contributed to
Sits expansion and progress.
Malor onicrr located north of jacksonrille. Plan- are undeu considera-
t ion fo its elpandion.

View from top of the new City Hall offers sweeping
panorama of commercial ,ire, activity. Seas-Roebuck attracted shoppers back to Bay Street again
when they built their "largest retail store in the Nation."


-:..M-' .. .

Your City Hall...

I s one of the most beautiful municipal buildings in the entire United
States. The fifteen-story building is of fireproof construction, com-
pletely air-conditioned with four high-speed elevators for vertical
transportation. Approximately 230,500 square feet of floor space
are provided in the 15-story building about 80% of this space is devoted to
The exterior of the building is of stone, brick and glass with accent points
of polished granite at all entrances. The striking mural on the Bay Street side
of the building is two stories high and 80 feet long and depicts Jacksonville's
strategic location and the settlement of Florida. The date 1564 appears
on the mural commemorating the first settlement at Fort Caroline.
An unusual feature of the building's exterior is the curtain wall construc-
tion on the north and south sides complete panels covering the sides of the
building with aluminum frames, glass for windows and cast concrete panels at
floor spandrels that are covered with Venetian glass mosaic tile.
The City Hall completes one of the final links in the nine-block-long down-
town civic waterfront improvement and beautification project and adjoins the
four-block-wide City Waterfront Parking Facility.

Sectional view of City Commissioners' Conference Room.

The Municipal Parking Lot, planned site of the Auditorium
and new railroad building flank this ziew fon the City
Hall terrace, looking south. -r-lr

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The Years To Come

acksonville and its citizens
both urban and sub-
; ', rpl urban can look for-
"The new Sports Coliseum adjacent to the Gator Bowl can ward to the decade of the
be used for sports contests, conventions, or large scale
theatrical prodctions. 60s with the brightest op-
timism with a confidence and assurance based on the facts that the City
is prepared and ready for WHATEVER growth and progress that may be
in store. The groundwork has been laid and is now ready in every field
of community development.

With the opening of the new 12,000 seat Sports Coliseum this fall, aug-
menting our already famous Gator Bowl and new Baseball Park, we will surely
become the Sports Mecca of the southeast. Huge conventions, great boxing
matches, industrial shows and exhibitions, track meets, hockey, ice skating and
famous Ice Follies will be magnetized to our city. Our Hotels and Motels can
and will accommodate thousands of visitors.
In March of this year, the city administration approved the site of the old
City Hall as the location for a new Municipal Library that will cost approxi-
mately $5 million. City residents will have an opportunity to vote the long-
needed library into reality early in 1961 it would be financed by the sale of
general obligation bonds payable through ad valorem taxes.
With the opening in 1962 of the new 33,600 (?) seat Municipal Audi-
torium, the City will have room to attract additional conventions .
road companies, even the original New York companies, of great plays and
smash musical hits will head our way. Ballet and opera will be an integral part
of our cultural growth. The Auditorium is designed for all of these. Situated
just to the east of the new Atlantic Coast Line Building on the banks of the St.
Johns, it will be another major step in the beautification of our riverfront area.
Across from it on the Southside, 16 acres, belonging to the City and lying
between the Alsop (Main St.) and the Acosta Bridges, will be developed into a
magnificent park site, complete with colored lighted fountains, promenades,
Reversing trend of suburban shopping centers will be this and a modern marna.
modern downtown shopping center offering elevated park-
ing facilities. Where will we go? What fantastic
ends can we attain?
V-- Urban development: A few
"months ago one of the most stupendous
projects ever envisioned for a City of

I ,il .lllllbl .

our size was announced by the S. S.
Jacobs Company two square blocks 4 ISj!'
in the heart of our downtown area are
to be utilized for a business center ii. ,
a new concept in urban development, r .IT I T,--i i
to cost $15,000,000.00. It will be cor- ..
prised of a six-level parking garage, with-
space for 400 cars the street floor to
New banking facilities proposed for the City will include
be occupied by one of the city's foremost this block-square combination office building.
women's shops; Next, a five story depart-
ment store to be occupied by the J. B. Ivey Company chain, the seventh of
their famous stores in the southeast; included is the Universal-Marion Build-
ing, where that worldwide manufacturer of heavy industrial products will have
its executive headquarters; and lastly a five story medical building with a restau-
rant and cocktail lounge overlooking the central and spacious plaza. Under-
ground there will be parking for another 400 cars. Plans for this public plaza
are amazing: a place that will be alive with activity all through the year ...
ice shows, dramatic presentations, concerts, civic events and fashion shows .
the type of thing that will make the center a magnet for this northern section
of the business district. And here again will be beautification and urban re-
development in a run down area. Just prior to this, another two square block
development was announced in the same neighborhood; a down-town heart-
of-the-city motel, consisting of four hundred rooms, swimming pools, restau-
rants and cocktail lounges to cost approximately eight million dollars (?)
What about our suburbs?
All of the area's population growth in the 50s took place in the suburbs
and impressive new shopping centers are being created to parallel this growth
in residential homes. Most spectacular of these will be the Phillips Highway
Plaza which will be one of the largest suburban shopping centers in the United
States, covering forty-one acres, offering parking for 5,000 automobiles and al-
most 100 large retail shopping stores. Another will be the Roosevelt Mall .
a 38-store, three million dollar facility.
Jacksonville, despite the overwhelming growth of the 50s, is embarking on
another decade of vital progress.
We do not know what information tomorrow's newspapers will hold but
we can be sure that as the days, weeks, months and years roll by we will hear
of more and more industries, .manufacturing concerns and service organiza-
tions who will announce their intentions h
SOne of the largest suburban shopping centers in the entire
South will be located on Philips Highway.
of moving to this great and beautiful
city. We will also hear of tremendous

Expansion of m any com panies now w ith
t PrIt is with great and humble pride
S that the City Officials of Jacksonville
"A dedicate this new City Hall as a monu-
ment to Jacksonville's progress. This is
a city that cannot stop growing. But,
above all ... we, the citizens, civic lead-
ers and officials cannot afford to rest on
These well earned laurels.
Progress and growth, ever-increas-
ing and ever-widening must be con-
tinuous by-words of our present and
future leaders.
Addition of a several floored parking facility will greatly
simplify shopping in new downtown shopping center. Jacksonville's much visited Library i .ii.i;,, East Adams
Street will be replaced with this .... ,.......i at the site
of the old City Hall.

I film ri Lt-" irra'x


M. ....- I


Jacksonville's proposed new City Auditorium will be of
the musical hall type, giving impetus to staging of ballet,
operatic and other cultural productions.

Several large downtown stores will have their first subur-
ban representation in the $3,590,000 Roosevelt Mall Shop-
ping Center now under construction.


"_..-ij .. ,,.L.- __.RY-
& IF V t)~

MOVE 01r "

Reynolds, Smith and Hills Jacksonville, Florida

The Auchter Company Jacksonville, Florida


Winfrey Bros. Erection of Granite and Cast Stone
Bryce Elevator Company Elevators and Dumbwaiters
Mabie-Bell Furnishing of Cast Stone
Erectors and Riggers Installing Cast-In-Place Piling
Reeves Bros. Roofing and Sheet Metal
Western Waterproofing Caulking and Waterproofing
Williams and Williams Metal Windows and Curtain Walls
Colonial Hites Metal Mural and Signs
Geo. P. Coyle and Sons Folding Doors and Balanced Entrance
Aichel Steel Roll-up Doors and Grilles
George Doro Wood Paneling, etc.
W. L. Brown Install Clay Tile, Block, Brick
L. A. McCall J. F. Dees Painting and Finishing
T. C. Cochran Plastic Wall Covering
L. C. DuBard Floor Carpet
Remington-Rand Special Office Equipment
Steward-Melon Slate Paving
ABC Venetian Blind Company Venetian Blinds
Mills Company Movable Metal Partitions


Jacksonville Tile Company Marble Hard and Soft Tile,
Terrazzo, Acoustical Tile
Brentwood Plastering Lath, Plaster, Stucco, Metal Stud
Wesley C. Paxson Company Electrical
Perkins Building Material Demolition
Cutler Mail Chute Mail Chute
Ingalls Iron Works Structural Steel furnish and erect and
Erection of Metal Deck
Henley and Beckwith Mechanical and Plumbing Systems
Capital Glass Company Glass and Glazing, Storefront
Fla. Distributors Insulation behind Curtain Walls
Sanymetal Toilet Partitions
Jacksonville Miscellaneous Iron Furnish and Erect Steel Stairs
Ferber Sheet Metal Erect Convector Covers
Southeastern Fireproofing Company Furnish and Install Sprayed-on
Everett Blair Place Reinforcing Steel
American Seating Company Furnish and Install Fixed Auditorium
Seating, and Steel Folding Chairs
Atrium, Inc. Draperies

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