MIAMI BEACH, FLORIDA, THE LAND OF SUMMER PLAY ALL WINTER.
Sunshine and gentle breezes-Summer all
winter-bathing in the Atlantic
ocean, warmed by the Gulf Stream-Playtime
all the time in perfect weather and comfort-
Palatial homes and unsurpassed hotel and apart-
All these have been combined to make Miami
Beach, Florida, a land of health and pleasure.
Bathing casinos, golf courses, polo fields, public
and private bathing beaches along the ocean, trop-
ical parks and modern recreational equipment are
all furnished in abundance. Every facility to
amuse the mind and upbuild the body in semi-
tropical comfort in mid-winter has been provided.
Little children tumble in warm, clean sand while
father and mother bask in sunshine or plunge into
the blue-green waters of the
inviting Atlantic ocean, or the
calmness of a salt-water pool.
It is the rendezvous for all the
> family when unfavorable and
unhealthy weather lurks in the
northland. More than that, it
is the land of tanned and smil-
ing children who play under
the watchful eye of the jolly old sun.
Location Miami Beach, a separate munici-
pality across Biscayne bay from
the city of Miami, is directly on the Atlantic ocean.
It is connected with the mainland by three cause-
ways which have their terminus in the northern,
central and southern sections of the city. The
Seventy-ninth Street Causeway to the north is a
direct route to the Miami Jockey club. The Ve-
netian Causeway, a private toll roadway through
picturesque islands, connects the exclusive shop-
ping district of Miami Beach
with Miami. The Dade Coun-
ty Causeway is a direct route
to the main business and apart- '
ment house section of Miami
Beach. Miami Beach also may jE? g
be reached along a picturesque r
ocean boulevard from the j
Miami Beach is the Atlantic ocean terminus of
Florida's splendid highway system. The Dixie and
Federal highways from the north, lead directly to
Miami Beach. The Tamiami Trail, the new and
unusual route across a previously unpaved section
of the Everglades, furnishes a direct cross-state
route to the West Coast of Florida.
Street railways, busses and taxi lines afford
transportation to every section
of Miami Beach from both the
Florida East Coast and the
Seaboard Air Line Railroad
companies' stations. The Clyde,
Merchants and Miners and
Munson Steamship lines are re-
sponsible for water transpor-
tation to this resort city and
liners from every port in the world may land their
cargoes of freight and passengers in the colorful
The thoroughly equipped municipal and private
airports of the Greater Miami area are within
easy motoring distance of Miami Beach, and an
adequate municipal seaplane base is located on one
of the adjacent islands.
The Gulf Stream, the warm river that flows
north in the Atlantic ocean and is the "thermo-
stat" that regulates an equitable climate, makes its
nearest approach to the North American shores
along this section of the southeast coast of Flor-
ida. Southbound vessels en route to Cuba and
South American ports come within the vision of
the beach to avoid the north-bound current.
Population The permanent population of
Miami Beach was estimated
at 650 in 1921. The city now has a winter popu-
lation of approximately 35,000
persons with many thousand
transients who come for visits
of varied lengths during the
winter months. People come [
from the four corners of the r
earth to visit and enjoy the Ctr '
winter charms of Miami Beach,
and many remain to make their
permanent or seasonal home in this pleasant play-
land. Miami Beach is small enough to be exclusive
and a home-like city and large enough to provide
every comfort that man enjoys. The east and mid-
west have been extremely partial in contributing
winter residents who arrive in November and re-
main throughout May.
Climate Miami Beach has a distinct cli-
matic advantage, especially dur-
ing the winter months, over other sections of the
United States, even in the south. This fact is
borne out by the official records of the U. S.
Weather Bureau which have been gathered over
a period of 41 years.
R. W. Gray, U. S. meteorologist of 30 years ex-
perience, says of Miami Beach: "The principal fac-
tors in the production of a
comfortable climate are the ab-
sence of extremes of tempera-
ture and humidity, a high per-
centage of sunshine, adequate
&If- rainfall and an atmosphere un-
contaminated by smoke and ob-
noxious gases. These factors
probably are present to a
greater extent in the climate of East Coast of Flor-
ida than in the climate of any other part of the
"Sunshine is one of the most important, if not
the principal element among the factors that go
to make up a healthful climate. Pure air ranks
second. Miami Beach has an average of only six
days a year without sunshine.
The ocean air, which is brought
in by the prevailing breezes of
winter, and the almost constant
easterly breezes of summer, is
as near being chemically pure
as free air can be."
The air at Miami Beach is
so free from foreign matter
that investigations made by physicians with estab-
lished reputations have shown that the ultra-vio-
let rays of sunlight, which are so beneficial to
health, are more prevalent here than at the famous
TIC OCEAN AND PERFECT, PALM-
(ABOVE)-THE BISCAYNE BAY SKYLINE SHOWING FLAMINGO, FLEETWOOD AND FLORIDIAN HOTELS AND THE FLAMINGO REGATTA COURSE. (BELOW)-THE SIN PARLOR OF AMERICA, THE ATLAN
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WHERE MILLIONAIRES ARE BUILDING A NEW PARADISE AT MIAMI BEACH.
(UPPER LEFT)--LUNCH TIME AT EXCLUSIVE MIAMI BEACH BATH CLUB. (UPPER CENTER)-PROMENADE IN FRONT OF BATH CLUB CABANAS. (UPPER RIGHT)-NEW HOME OF ALBERT LASKER, FORM
(LOWER LEFT)-AIR VIEW OF BATH CLUB. (LOWER RIGHT)-GALLERY AT $15,OOO MIAMI BEACH-LA GORE OPEI
ER HEAD U. S. SHIPPING BOARD.
ous drives, all of the three golf courses are bounded inland waterways also provides
by riding paths. / picturesque water-paths through
IJ the city.
Motoring Miami Beach is a paradise for
o the motorist, offering 1ong
winding drives beside the ocean and interesting
trips in the back country. One
may turn from the main boule-
)/ vards and find quiet and cozy
Spots of beauty by the bay or
J ) ocean. Within the city limits
there are 125 miles of paved
streets, illuminated with a
complete boulevard lighting
system that extends over the
Living Accommodations A city built
for the spe-
cific purpose of providing mankind with health
and play while most of the nation is in the grip of
ice and snow, Miami Beach, Florida, has hotel and
apartment accommodations unsurpassed among the
resorts of the world.
The development of this city of winter happi-
ness into an internationally famous playground,
has been accomplished within a few short years,
Miami Beach has reached maturity in the era of
the airplane, radio and other modern conveniences
created for comfort and pleas-
As a result, its living accom-
modations include the most
modern and improved ideas as
well as many innovations in
luxury that have been copied
in hotel and apartment con--
struction throughout America.
Located near the southeastern tip of Florida, be-
side the Gulf Stream in the Atlantic ocean, the
unusual shape of the city itself gives it a distinct
advantage. Although there are seven miles of
ocean frontage within the city limits, only a dozen
blocks separate the surf of the Atlantic from the
quiet, blue waters of Biscayne bay. A system of
SAt Miami Beach one may se-
lect a wide variety of accom-
modations. Along the ocean,
separated by tropical parks
from the blue-green waves and
soft, golden beach, are many
high-class hotels and apartments. Here one may
bathe in the ocean with comfort practically
every day in the year while friends up North are
shivering in cold bleak weather. Seven casinos are
within easy walking distance of these ocean-front
For the golf enthusiasts, three excellent golf
courses are in operation throughout the winter.
Apartments and hotels also surround these play-
grounds and the ardent follower of the ancient
Scottish pastime will find his game near either his
front or back yard.
For those who wish to keep their children in
fresh air all winter, playing in
sunshine and being schooled in
breeze-swept rooms, many mod-
erately priced apartments are
to be obtained within easy
walking distance of Miami
The boat lover, with his
yacht, large or small, can find
accommodations along Biscayne bay, a convenient
yacht anchorage, where a tender may carry boat
parties back and forth to land quarters with con-
venience. The many apartments and hotels along
the inland waterways provide water routes to boat-
Four polo fields attract sportsmen, and games
can be witnessed from many apartment and hotel
Accommodations vary from single apartments,
small but complete, to spacious suites with serv-
ants' quarters and garages. Co-operating with the
Miami Beach Chamber of Commerce, apartment
houses and hotels list their seasonal rates and
guarantee them, and ample accommodations can
be found to suit all pocketbooks.
Apartment and hotel build-
ings in all cases are of modern
stucco and brick construction,
designed especially to take ad-
Y vantage of a semi-tropical cli-
mate. Building costs are com-
paratively low and Miami
Beach continues a constant
building program throughout
the year to care for the increasing demands of each
new winter season.
Flamingo Park Conducted under the
supervision of a mu-
nicipal director of recreation, a complete program
of play is available for both adults and children,
day and night at Flamingo Park. Here is a full
complement of playground equipment for the most
popular, health-building sports such as tennis, vol-
leyball, basketball, diamond ball, baseball, football,
soccer, archery and other such games.
Sports for women and girls, under competent su-
pervision, include basketball, volley ball and soccer.
Archery and field hockey, played under cloudless
skies, are two popular sports and the croquet greens,
horseshoe courts, and checker and chess tables in
the municipal park attract many players.
Hand craft classes for women, boys and girls are
conducted by expert instructors.
Story telling is a major activity
for the tiny tots, who have a
complete playground. B u s y
mothers may leave their chil-
dren here while they attend
business or social duties.
About 250 business men week-
ly participate in the night Dia-
mond Ball League, played under an unique illumi-
nating system. Here, under giant flood-lights, be-
fore crowded bleachers, contestants battle nightly.
Flamingo Park is the complete playground that
one might expect to find in a playground city.
THE BEACH AT RONEY PLAZA HOTEL AND ROMAN POOLS AND MIAMI BEACH MUNICIPAL AND MIAMI BEACH BAYSHORE GOLF COURSES IN BACKGROUND.
(UPPER LEFT INSERT)-GALLERY AT BAYSHORE GOLF COURSE. (LOWER LEFT)-PETE DESJARDINES, WORLD CHAMPION DIVER, PERFORMS IN ROMAN POOLS. (LOWER RIGHT)-BEACH IN FRONT O
F RONKY PLAZA HOTEL.
Schools A complete education under sun-
ny skies is the offer of the splen-
did system of schools at Miami Beach with build-
ings designed to take every advantage of an out-
No steam-heat radiators clank in stuffy rooms
to disturb the study. Two blocks away the ocean
croons under white-clouded skies and through many
wide-flung windows come sunlight and healthful
breezes. Education is conducted in an atmosphere
of contentment conducive to undisturbed study.
Built around a picturesque patio, the Ida M.
Fisher High School is as attractive as it is practical.
Miami Beach is faced with a peculiar educational
problem during the winter season when application
for entrance in its schools are made by pupils
coming from all sections of the nation and who have
been trained under a variety of educational systems.
This condition has been thoroughly studied by ex-
perts and a standardized testing program fits the
tourist pupil into the local system so that they may
return to their original school having
advanced as far in their studies as they
would have had they remained in the
Library A complete circulating
i library, conducted un-
der the supervision
of the Miami Beach
Woman's Club and
municipally su p-
ported, is available
at Miami Beach. It
is centrally located
on Lincoln Road and
modern in every re-
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Hospitals Miami Beach, an acknowl-
edged health center, has
perfect hospital accommodations. Allison Hos-
pital, located on an island in Indian Creek
and overlooking the Atlantic ocean and Bis-
cayne bay, was erected and equipped at a cost
of more than $1,000,000. It is designated as
a "Class A" hospital by the American College
of Surgeons, and has been characterized as
"one of the most complete institutions in the
country" by scores of prominent physicians
S. ., and surg-
I visit it dur-
Sing the sea-
Su under the
m a nae-
-..- ment of the
Order of St. Francis, the
same order of sisterhood that
operates the St. Mary's Hos-
pital, Rochester, Minn., for
Mayo Brothers and St. Fran-
cis hospitals in New York and
Boston, the Allison Hospital
is completely equipped for
virtually every kind of treat-
Specialists throughout the
world have agreed upon the
curative qualities of the cli-
mate and sunshine of Miami
Beach, and every facility has
been provided to take ad-
vantage of this natural heal-
ing source. The entire roof
is a solarium, swept by gen-
tle breezes, and special ele-
vators take bed-ridden patients into
the open air and sunshine.
SChulrches Miami Beach, kept
in the eyes of the
S world through her wonderful physi-
cal development, her unsurpassed cli-
S....~ mate and sports and pleasures, also
----- cares for the spiritual desires of her
residents and visitors.
The church system of Miami Beach was the out-
growth of the community church idea which devel-
oped from the construction of the Miami Beach
Congregational Church, built in the pioneering days
of this resort. Today, practically every religious
belief has its place of worship at Miami Beach.
The latest addition has been the St. Patrick's
Catholic Church, and a Hebrew Synagogue is un-
Other denominations at Miami Beach with places
of worship are the First Methodist Church; the
First Church of Christ, Scientist; Miami Beach
Baptist Church, and Miami Beach Presbyterian
Building Miami Beach has led the entire
State in new construction in the
percentage of increase over 1927, during the year
1928, and has been second in the state in actual
totals. During the city's fiscal year ending No
vember 1, 1928, $3,115,080 was expended for new
Homes, built by individuals for private residency,
and not for promotion, predominate the building
program. One hundred and seven residences were
constructed during the year at a total cost of $2,-
114,046. In addition to the home-building program,
seven apartments, 19 stores, two churches, one ca-
sino and many other buildings were completed.
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(TOP)-LOOKING NORTH OVER MIAMI BEACH FROM ATOP THE CITY HALL. RONEY PLAZA HOTEL ON OCEAN IN RIGHT BACKGROUND AND MUNICIPAL GOLF COURSE AT LEFT.
(BOTTOM)-LO KING SOUTH OVER WASHINGTON AVENUE FROM ATOP CITY HALL TOWARDS GOVERN MENT CUT, ENTRANCE TO HARBOR.
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The most impressive new section is along "mil-
lionaires' row" on the Atlantic ocean in the vicinity
of the exclusive Miami Beach
Bath Club. These homes vary
2 in cost from $50,000 to half-
million dollar estates. In addi-
tion to this sturdy building pro-
gram, the municipality and pri-
.i vate individuals spent many
i-iL -thousands of dollars in land-
.cnping. and two city parks
were practically recreated.
City Government Operating under a
ity G rnment combined council-
manic and city manager plan, the city govern-
ment of Miami Beach is declared by experts to be
one of the most efficient in the South. A recent
official report disclosed that the city had approxi-
mately $1,000,000 in cash in banks, $10,000,000 in
assets, and had reduced its bonded indebtedness,
its taxes, water rates and operating budget dur-
ing the past fiscal year.
The records disclosed that taxes were reduced 24
per cent during the fiscal year of 1927 and 13 per
cent for the current year; water rates were re-
duced 20 per cent last year and 15 per cent this
year, and that the operating budget for the fiscal
year is $908,000, a reduction of $451,000 from the
operating expenses of two years ago.
Chamber of Commerce The Miami
ber of Commerce was organized a few short years
ago by pioneeers who early caught the vision of the
plot that was destined to become, not only "the
playground of the nation" but
also a city of homes. '
The chamber, since its organ-
ization, has constantly worked
in the interest of civic develop-
ment, planning and endeavoring ? "
to make Miami Beach the /
greatest all-year-round resort P-&F:.-,
city in the world. It keeps in
contact with other cities, observing their progress
and, where the opportunity presents itself, applies
the ideas and experiences of others for the benefit
of Miami Beach.
This organization is ever alert to serve both resi-
dent and newcomer. It distributes the literature
that informs the nation of the advantages of Miami
Beach and performs the con-
stant services of equalizing the
_/ rentals of hotels and apartments,
conveys this information to the
public at large and assists all
inquirers in obtaining exactly
S' < what they desire in the way of
History Many cities exist by virtue of
/ ome whim of fate. A pioneering
prospector drops his pack for the night in a lonely
spot in the road. Days pass into weeks, and weeks
into years and passersby linger about the solitary
camp until a city is born. Sources of raw material,
strategic distribution centers, logical transportation
sites and rail heads are all responsible for the loca-
tion of communities. Many cities struggle along for
years before discovering the real purpose of their
Miami Beach, Florida, was not an accident. It
is a city with specific purpose. The reason for its
development existed long before this palatial play-
ground reared its walls as if by
magic and accumulated inter-
Miami Beach, one of na-
ture's favorites, was planned
and built by man for the specific
purpose of health and play.
In April, 1513, Don Ponce de
Leon, Spanish nobleman, reached
the mainland of Florida, seeking the "Fountain of
Health." Explorers had come before him. The
Vikings had touched a cold, dreary land in the north.
Columbus had missed the mainland of America in
an attempt to find a short trade route to the East.
Other intrepid adventurers, in the days when trans-
atlantic sailing was even more daring than modern
transatlantic flying, had roamed the shores of
North America. And back to the courts of Europe
went the story of the magic foun-
tain that brought constant health
and prolonged life.
It was this message that stir-
red the old world and beckoned
m de Leon to cross the dangerous
waters in search of a myth which
was in fact a reality-the land
of sunshine, Florida.
Today, five centuries later, America has come
to recognize a real "Fountain of Youth" in the
radiant rays of sunshine.
Ten years ago, man, seeking a place to play his
way to health, found the southeastern coast of Flor-
ida. Miami Beach was then a semi-tropical wilder-
ness with a few inhabitants. A half century before,
northern capital had attempted to establish a co-
conut oil industry on this location and planted hun-
dreds of graceful coconut palm trees.
Carl G. Fisher, a successful manufacturer and
wealthy sportsman, came south on an errand of
pleasure. So enthusiastic did he become about em-
bryonic Miami Beach that, although he had practi-
cally retired, he ventured forth again in a business
to assist in building a place of winter pleasure.
Huge dredging machines worked day and night
filling the great mangrove swamps, and hordes of
men came with mechanical assistance to actually
construct and fashion a city of health and pleasure.
Hotel sites were planned where once the tide
rocked the blue waters of Biscayne bay, and a city
of submerged land was laid out first on blueprints.
Engineers waded waist-deep
in water where now stand
palatial hotels, and work boats
darted up and down where
luxurious cars now roll smoothly j-v
along. Miami Beach was being
actually built for a playground,
and nature smiled down at men
who came to her assistance.
~S~i~""~"l~ II I 'I 1
REGATTA WEEK AT MIAMI BEACH WHEN THE YACHTS OF THE NATION GATHER FOR THE MOST COLORFUL SPEED-BOAT COMPETITION OF THE YEAR,
(LEFT INSERT)-GAR WOOD AND HIS MISS AMERICA SETTING NEW SPEED RECORDS. (RIGHT INSERT)-BISCAYNE BABY RACE.
CELEBRITIES AND NATIONALLY-FAMOUS PERSONAGES WHO SPEND THEIR WINTERS AT MIAMI BEACH. (1) JOHN GOLDEN, PRODUCER AND MISS HELEN MENCKEN, ACTRESS; (2) C. F. CHAPMAN,
ZINE; (3) HARVEY S. FIRESTONE, AUTOMOBILE TIRE MANUFACTURER OF AKRON, OHIO; (4) (LEFT TO RIGHT) GAR WOOD, EX-GOVERNOR JAMES A. :OX, OF OHIO, AND CARL G. FISHER, DEVELOP
TUNNEY, RETIRED HEAVYWEIGHT CHAMPION OF THE WORLD; (6) THE FIRESTONE POLO TEAM, SONS OF HARVEY S. FIRESTONE; (7) "BIG BILL" EDV'ARDS AND MRS. EDWARDS; (8) JOHNNIE WE
OF THE WORLD; (9) WALTER KELLY, THE "VIRGINIA JUDGE"; (10) GEORGE L. (TEX) RICKARD, MRS. RICKARD AND BABY MAXINE; (1I) GRANTLAND RICE, SPORTS WRITER, AND RING LARDNER
EDITOR MOTOR BOATING MAGA-
PER OF MIAMI BEACH; (5) GENE
ISMULLER, SWIMMING CHAMPION
, HUMORIST; (12) COL. E. H. R.
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RICHARD B. HOIT