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 Title Page
 Frontispiece
 Main
 Back Cover






Lakeland, Florida : The City of Heart's Desire (858)
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Title: Lakeland, Florida : The City of Heart's Desire (858)
Physical Description: Book
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Table of Contents
    Front Cover
        Front Cover 1
        Front Cover 2
    Title Page
        Page 1
    Frontispiece
        Page 2
    Main
        Page 3
        Page 4
        Page 5
        Page 6
        Page 7
        Page 8
        Page 9
        Page 10
        Page 11
        Page 12-13
        Page 14
        Page 15
        Page 16
        Page 17
        Page 18
        Page 19
        Page 20
        Page 21
        Page 22
        Page 23
        Page 24
    Back Cover
        Back Cover 1
        Back Cover 2
Full Text






















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"The City of Heart's Desire


Lakeland, Florida










S--
"In the Heart o' the Golden Hills"








PUBLISHED BY
LAKELAND CHAMBER OF COMMERCE, INC.
LAKELAND, FLORIDA

Copyright, 1924, by Lakeland Chamber of Commerce, Inc.











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Beauty . .The Tuilleries, the Bois, Dreamy Nice . yet
closer . Lakeland





















a .-_: ... -.,,

A gem of opalescent serenity
SLL summer long now you have dreamed ... dreamed of
S i,me spot in golden Florida where you may escape the
Sliors of a harsh winter. You have, no doubt, studied
i masses of resort literature which sing the paeans of praise
for various cities. Each has its alluring features, but none, you have
doubtless found, is the ideal dream city. And so it is that you are no
nearer the solution of your "Where To Go" problem.
In pages that follow you are told of "The City of Heart's
Desire"-LAKELAND-"In the Golden Hills o' Imperial Polk"
County. Instead of an extravagant word picture of an imaginary
city this text matter, which tells you of LAKELAND, is simply a state-
ment of facts answering concretely, innumerable specific questions
which have been asked the Lakeland Chamber of Commerce during
a period of five years.
Basically, this booklet is a pictorial review which briefly and con-
servatively outlines the salient features of tourist life in LAKELAND.
Let the illustrations, reproductions of actual, unretouched photo-
graphs made in the City of LAKELAND, tell the story of the particular
natural benefits of each Florida city which belong to "The City of
Heart's Desire," combined with her own incomparable individual







L A K E L A N D, FLORIDA


But one season . Spring . is Lakeland's


advantages. Pause and reflect, and then
read and find the answer to your every
question.
Herein you will not find statistics
showing Lakeland's superiority from an
investment standpoint. That story of
Lakeland, made up of cold facts and
figures and comparative illustrations, is
told in another booklet, more pretentious






at a





Sand and water . Happiness


and designed to convey to the prospec-
tive investor this city's desirability from
the investment point of view. It is yours
for the asking. If, after reading either
this, the Tourist Booklet, or the Invest-
ment Booklet, or both, there is further
specific information which you desire, do
not hesitate to request it of the Lakeland
Chamber of Commerce.
There has also been prepared for you,
a pamphlet which lists the various Lake-
land hotels and boarding houses, their
locations and their rates. This pamphlet
also gives you the names of the real
estate firms which are members of the
Lakeland Chamber of Commerce and
are recommended, and sets forth their
particular classes of property, city, sub-
urban, farms, orange groves, etc.

The question of climate is outstand-







SUNSHINE AND


Vistas everywhere


ing in tourist inquiries-climate is the
first item of consideration to the pros-
pective visitor. Hence the remarkably
equable climate of Lakeland will form
the initial topic of this booklet.
"At its best, no, even at its average
the Floridian climate is a thing so won-
derful that you sometimes scarcely be-
lieve at the end of the month that you
have really had thirty such golden
days," Collier's Weekly declared a short
time ago in an article extolling Florida.
Lakeland is even more fortunate than
the average Florida city in the matter of
climate.
Lakeland, as the name implies, is a
city of lakes, there being nine of these
beautiful bodies of water within the
corporate limits. These lakes temper
the climate, making Lakeland warm in
winter and cool in summer. Here it is


Grace and beauty


never sultry. Days and nights alike are
delightful and in winter the climate is
incomparable. Lakeland's average tem-
perature is 72.7 degrees. The average
rainfall is but 5.46 inches.
There are many who are obsessed
with the idea that Florida is warm in
summer. Naturally Florida's winter
climate is conceded to be ideal. Long


Holing out for tea


HEALTH







L A K E L A N D


They call them velvet highways


residents of Lakeland, however, are
unanimous in their declaration that the
summers are even more delightful than
the winters.
For long those
persons who have
not really seen
Florida have de-
clared the state to
be flat. But there
are hills-real hills
-in Florida and
these are to be
found in Polk
County, the heart Skirting
of the state in which Lakeland is situ-
ated. Lakeland is the highest city in
Florida, having an altitude of 227 feet
above sea level.
HowLakeland's climate compareswith
California and with other famous resort


cities may be gleaned from the follow-
ing table of temperatures: Mean An'l
[Temp.
Pau, France . . 56
Pisa. Italy .. .. 60
Rome, Italy . . 60
Cairo, Egypt . . 70
Malaga, Spain . 65
Algiers, Morocco . 66
Los Angeles, Cal.. 62
San Diego, Cal. . 61
LAKELAND, Fla. .72.7

In the matter of
transportation
Lakeland is indeed
fortunate. Eight-
een Atlantic Coast
ue waters Line passenger
trains serve the city daily. Within the
next year the Seaboard Air Line Railway
will also serve this city. In addition, bus
lines radiating in every direction serve
Lakeland almost hourly throughout the
day. Of all the cities in Florida, Lake-


F L O R I D A


bl







PAR A D I S E Is


Golden Garden


land is exceeded only by Jacksonville
and Tampa, both port cities, in the
matter of transportation facilities.
Lakeland is not
a one-season city.
Its growth, al-
though rapid, is
not of the boom
variety. Since the
census of 1920,
which gave Lake- --'
land a population
of 7,062 the resi-
dential develop-
ment has been phe- Brigh
nomenal. Today the city has a resident,
or year 'round, population of 18,000,
Lakeland having more than doubled its
population in the past four years.
Last year Lakeland entertained ap-
proximately 25,000 tourists and this


tU


Student's playtime


year this number will be materially in-
creased.
While Lakeland is a winter resort city,
business goes for-
ward uninterrupt-
ed throughout the
summer.
For the past four

maintained a re-
markable building
Program. In order
to accommodate
the many tourists
waters who visit Lakeland
annually builders have been averaging
more than a house a day for a period of
three years. The erection of new hotels
has gone forward rapidly, the latest ad-
dition to Lakeland's hotel facilities be-
ing the Lakeland Terrace, a pretentious


M71


A GROWING







S LAKE L A N D,


-More tha a house .. a home
More than a house . a home


structure of nine stories having 260
rooms, each with bath. Another modern
new hostelry is the Washburn Hotel,
which was completed a short time ago.
The Hotel Thelma and the Hotel Elk are
also excellently suited for the accommo-
dation of tourists.
The past year has seen the erection of
several new apartment houses. These


Not Spain . Lakeland


additions make Lakeland's apartment
facilities rank among the best in the
state. Here, too, are to be found select
boarding houses, providing all of the
comforts of home.
The most modern of accommodations,
combined with the quiet refinement of
home life may be secured at surprisingly
low rates. The majority of tourists who
visit Lakeland desire either furnished
bungalows or furnished apartments,
hence the supply is very large.
Lakeland has much to offer in the way
of homes. Here every type is to be
found, the most predominating being
the quaint Spanish style structures.
These beautiful homes are set off by
magnificent semi-tropic flora and won-
derful, moss-covered shade trees which
line the streets.
Lakeland is a city of fine churches,


F L O R I D A







'MID BEAUTY


Romantic? Yes


Heart's desire


there being edifices of nearly every de-
nomination located in the city. Within
the past year two new churches, each
very beautiful, Episcopal and Baptist,
have been erected.
In the matter of schools and colleges
Lakeland ranks very high. The high
school is on the accredited list. Two
new schools have been erected within
the past year. Lakeland, the home of
Southern College, Methodist, which has
a very high rating, an institution having
a student body of 300, despite the fact
that the very beautiful plant on a site of
seventy-eight acres on the shores of
beautiful Lake Hollingsworth is only
partially completed. There is also a very
good business college to be found here.
Provision is made for entering pupils
in Lakeland's institutions at any time of
the scholastic year. The city also has


splendid kindergarten facilities. Private
tutoring may be arranged if desired.
Lakeland's lodges, representing nearly
every order, cater to tourist members.
Visiting members are welcomed.
The tourist club and the various state
societies are also very bright spots in
the life of the winter visitor here. Pic-
nics, fish fries, card parties, dances,


Beauty and charm


[91


6 CULTURE






. LAKELAND, FLORIDA


Every day a lawn fete day


and various other forms of entertain-
ment are enjoyed by the visiting tour-
ists throughout the winter.
Because of its
location on the
main route of trav-
el through Florida,
the Dixie High-
way, Lakeland is
very accessible to
the automobile
tourist. The city is L
just a delightful
day's drive from
Jacksonville. Golf
Polk County, within the past few
years, has received the distinction of be-
ing one of the best paved counties in the
South. At the present time Polk County
has more than 400 miles of excellent
asphalt roads which have come to be


known as "velvet highways." Here
motoring is indeed a pleasure for there
are countless miles of rutless, dustless
highways radiat-
ing in every direc-
tion, taking one to
innumerable treas-
ure troves of
beauty. Every day
is a motoring day
and you will never
tire of the beautiful
motor trips which
are to be had here.
daytime This city has not
overlooked the automobile tourist and
has provided camp sites where they may
live throughout the winter season. The
most popular camp site is located on the
Dixie Highway, the main route between
Jacksonville and Tampa.


1 10 ]


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IN EVERY WAY-TO SERVE 5


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1-State Bank of Lakeland 2-First National Bank
3-Lakeland's Post Ofice
4-Central Bank and Trust Company 5-Polk County Trust Company
BANKS . .EACH STRONG, SAFE AND ENTERPRISING
[ 11






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Study Lakelanl's sporty course here, approximate our .c',re. Ihn r cone and o la\- r-il li s


0L0 r t r Es a t 1 .. b._ t,
Bobby Jones enjoyed the rolling Jairways and the 'iull-lApt _:r tt h Llll* ( ,,blitr l ( lub


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L A K E LA N D, F L O RI D A


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1-The Palace Theatre 2-City Hospital
3-Autotel
4-Public Library 5-Auditorium and City Hall

FIVE OF LAKELAND'S NEWEST BUILDINGS ... EACH PRETENTIOUS

[ 14 ]







CITY OF RE-CREATION _s


The Cleveland Indians train at Lakeland


For its size, Lakeland has more daily
newspapers than any city in the South.
The city has three daily newspapers, one
morning and two afternoon, which keep
the tourist informed as to all the news of
the day.
The tourist here will find every out-
door pleasure at his command. For the
lover of roque and horseshoe pitching,
the city has provided courts in Munn
Park, located in the heart of the city,
where these sports may be enjoyed every
day. Chess, checkers and cards are also
enjoyed in Munn Park, the players con-
gregating under the beautiful moss-cov-
ered shade trees for their games. Courts
for bowling-on-the-green are now under
construction and will be ready for play
this winter, making Lakeland one of the
few Florida cities offering this diversion.
Munn Park is the civic center where
every appealing recreational facility is
to be enjoyed. Fingerhut's Cincinnati
Concert Band is retained by the city to
play here twice daily throughout the
winter season for the tourist. For the
winter visitor Munn Park, a jewel of
beauty, is the most favored spot in the


city. Here the tourist may enjoy every
day out of doors.
Excellent bathing is one of the out-
standing features of Lakeland. The
many lakes are always inviting and daily
hold their quotas. If salt water bathing
is desired it may be secured in the Gulf,
a three-hours' drive to the West Coast.
Fishing is another sport which finds
favor with the tourist. Choice catches of
bream, perch and trout may be made in
lakes located in the heart of the city.
Boating and canoeing are also very pop-
ular lake diversions.
Football, basketball and baseball are
to be had throughout the winter. Big


Concerts daily
Concerts daily


[151


LE


Ail M4,7. Il







L A K E L A N D,


Roque every day


league baseball games, between the
various clubs which winter in Florida,
are outstanding attractions. The Cleve-
land Indians have
made Lakeland
their permanent
training quarters
and may be seen in
pre-season action
at their various ex- U
hibition games. a
Tennis on excellent
asphalt courts may
be had every day
in the year. This Year
year tennis tournaments which will bring
many tennis stars to Lakeland will be
staged.
Golf on one of the sportiest courses in
all Florida is a wonderful attraction
which Lakeland holds for the golfer.


Love "slipper slinging?"


This eighteen-hole course, which is a test
for the skill of the best, follows the curv-
ing shore line of one of the beautiful
lakes.
Diversified play,
desired by every
golfer, is the main
appeal of the Lake-
land Country Club
t in course. The golfer
has a need for
every club in his
bag. The grass
greens of velvety
nd tennis smoothness and
the beautiful fairways are constantly
kept in the best of condition under the
direction of a very capable professional
who will also gladly set you right on
your game if you are "going bad."
The club-house is very spacious. Here


[ 16 ]


F L O R I D A


ul







"A LITTLE BIT '0 HEAVEN"


Wt006 AC Mh4'i % 4--




Beyond the arch .. modern haciendas




Beyond the arch .. modern haciendas


is where you may enjoy the social life of
Lakeland. Golf teas and parties, dances,
etc., are frequent delights.
If you desire a
refreshing plunge
after your "eight-
een,"you may don
a bathing suit and
dive into the crys-
tal clear waters of *
Lake Parker, a -._L-
stone's throw from
the nineteenth
hole.
Last year Bobby Journ
Jones played the Lakeland course and
complimented it very highly. Many
golf notables will play in tournaments
over the Lakeland course this winter,
and whether you are a golfer or not,
you will enjoy seeing the various


constellations of Golfdom in action at
Lakeland.
In order that the golfer who plans to
visit Lakeland
may visualize the
course even before
his arrival, a golf
map has been in-
S cluded in this
booklet. In this
way the golf addict
may play his game
before he reaches
the city.
's end At the present
time Lakeland has more than twenty-
seven miles of paved streets. Seventeen
miles of additional paving is under con-
struction and the work is progressing
very rapidly. When the big paving
program is completed, Lakeland will be


17 1


ey







FLORIDA da


Lakeland Terrace Hotel


Hotel Thelma
Hotel Thelma


the best paved city of its size in Florida.
The city's 1924 public improvements,
which have been authorized, involve a
total expenditure of $3,339,000.00, the
program including parks, new public
buildings, sewerage extensions, light and
water extensions, street paving and side-
walk extensions, etc. Citizens of Lake-
land have lately authorized the creation


Hotel Elk


of a thirty-acre park and playground
around the shores of one of the beautiful
lakes. The new park, according to au-
thorities in all parts of the country, will
be unequaled by any other city in the
United States.
Lakeland has a commission manager
form of government. The light and
water plant is municipally owned. In
the matter of drinking water, Lakeland's
is, according to government reports,
among the purest to be found anywhere
in the South.
One of Lakeland's greatest achieve-
ments, evidencing the strong belief in
the city's future, was the recent pur-
chase, involving a total consideration of
$767,500, of a site of 1825 acres by the
United Brotherhood of Carpenters and
Joiners of America. Upon this will be
located the home for aged and disabled


[ 18 ]


L A K E L A N D,







CITY OF CIVIC WORTH


,,_ --- c'" -. --- t -- -m----











One of Lakeland's schools


be b


members of the organization, costing in
the neighborhood of $4,000,000.00. The
site is but a very short distance from the
heart of the city.
Lakeland's payroll from industries now
established amounts to $2,500,000.00.
At the present time Lakeland has a total
of sixty-eight industries.
A question frequently asked is that of
taxes in Lakeland. The taxes in Lake-
land are very low. In 1923-24 the as-
sessed valuation of Lakeland was $18,-
500,000.00, based on 90% of the valua-
tion, with a millage of 4%.
With the recent authorization of the
construction of a new library building,
auditorium and city hall, this city will
have the most public buildings to be
found anywhere in Florida. Residents
of Lakeland have also authorized the
construction and the equipping of two


handsome new hospitals, one for white
patients and one for colored.
The city has four substantial bank-
ing institutions. They have a combined
capitalization of $650,000.00.
Lakeland has a gas plant. An ex-
cellent grade of gas is given the con-
sumer at a very low rate.
Naturally, every tourist who visits







,Washburn Hotel




Washburn Hotel


[ 19







a. LAKELAND, FLORIDA


Pleasure spots innumerable


Florida wants to see an orange grove and
in visiting Lakeland this ambition may
be realized daily. Polk County, the
wealthiest county
in America, which
boasts a per capital
wealth of $6,198,
is the largest citrus-
producing county
in the world. It
stands first in the
counties of Florida
in the production
of citrus, stock,
cattle, value of all Cam
crops, second in strawberry-raising,
third in the marketing of early vege-
tables, fourth in number of automobile
owners and fifth in population. More
than forty-five per cent of the world's out-
put of phosphate ismined in Polk County.


Streets of beauty


p


High class road shows, vaudeville and
first run motion pictures are to be en-
joyed at Lakeland's theatres. A beauti-
ful new theatre, the
Palace, is now be-
ing erected.
Wild game is to
be found in Polk
and the adjoining
counties. A license
is required of the
huntsman. How-
ever, there is no
tax levied upon
here fishing.
Lakeland is not lacking in the matter
of luncheon clubs. Whether you be
Rotarian, Kiwanian or Exchangeite, you
will find a warm welcome in each of
these clubs.
Winter visitors often ask regarding


2 20 3






I N T H E H I L L S


i-< -. '- o ? -:" ~

7- S :-^^ -- _- i- -.. .. *. **_

Like an armed magnet the beauty attracts

malaria fever. Lakeland is absolutely one of the largest counties in the State,
free from malaria, partly by reason of its with an area of 1,907 square miles.
high altitude and partly because of the Homeseekers want good transporta-
absence of the tion facilities as
mosquito. One de- well as good lands,
siring to come to and Polk County
Lakeland should has both.
not hesitate for a Polk County is
moment for fear of a rich agricultural
malaria. In the county now, pro-
hills there is health during in a won-
and Lakeland is in derful degree from
the hills of Florida. a wealth of re-
sources which,
0w Hills and dales o
however, have as
yet been only lightly touched. To the
A WORD ABOUT POLK COUNTY investor, the homeseeker, the countless
thousands tired of the endeavor to make
POLK COUNTY is situated about the a living under the cold and uncongenial
center of the peninsula of Florida. It wintry skies, or the blistering and con-
has a population of about 60,000 and is suming heat of the summer sun, working

S21 1


H I G H







L A K E L A N D,


Episcopal Church


during the latter period to make enough
to tide over the months when pro-
duction is difficult and impossible, Polk
County offers a most attractive oppor-
tunity.
We ask the reader to picture for him-
self a section of country very much in
topography like New England, gemmed
with hundreds of clear, sparkling, fresh-


Presbyterian Church


Wilsonian Apartments


water lakes, large tracts of pine, oak, and
other hard woods, thousands of acres of
beautiful and productive orange and
grapefruit groves; thousands of acres of
winter vegetables of all kinds; the lus-
cious strawberry supplying the Christmas
market; stock, dairy and poultry farms;
beautiful farm houses, reached by and
connected with splendid asphalt high-
ways; fishing, hunting, golf; numerous
industries which with their large pay-roll
help very materially, together with the
agricultural resources, to make up the
splendid financial conditions which have
given this section the name of "Pros-
perous Polk."

Tourist Headquarters, where the
winter visitor may secure information
relative to living accommodations, recrea-
tional facilities, various points of interest


1 2 1


F L O R I D A







IN "PROSPEROUS POLK"


Southern College campus


to visit, etc., is maintained by the Lake-
land Chamber of Commerce. Here is
the gathering spot for tourists. An effi-
cient director, who arranges various
social functions for the benefit of the
winter visitors, is in charge. Next year
Tourist Headquarters will occupy a
much larger space than at the present
time. Headquarters will then be main-
tained in the new city hall.
When you come to Lakeland let your
first duty be that of visiting Tourist
Headquarters. Here you should register,
so that your friends visiting the city
may easily locate you. Tourist Head-
quarters is maintained for you, and from
the Lakeland Chamber of Commerce
you may secure city and road maps and
any information which you desire. This
organization is at your service.
Herein you have the answers to tour-


ists' questions anent tourist life in Lake-
land. In compiling this booklet it has
been the desire of the Lakeland Chamber
of Commerce to give you, briefly and
concisely, the answers to questions asked
by tourists. Perhaps there are questions
about tourist life that remain unanswered
here and if so, your inquiry is invited.
And if you are contemplating invest-












Baptist Church


[ 23 ]







L A K E LAND, F L OR I D A


Paradise and Lakeland, synonymous


ment, or want to learn of Lakeland's
magic growth, do not hesitate to request
the Investment Booklet.
So here has been unfolded your ideal
dream city. Here you will find the charm
of moss-hung oak, gorgeous flora, skies of
blue, golden fruit ... each day a golden


day in "The City of Heart's Desire."
Pick your route to Lakeland from the
map on the back cover of this booklet,
and come far from the chilling blasts of
winter to where lies this place which we
would have become the city of your
heart's desire.


[ 24 ]


COVER DESIGN
BY H. .GREEN











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N


Tins MAP
TIlls Illjv
'111.1V S
THE HIGHWAYS

0\ FR U IICH
I'LUU MA\ 1 1;A VEL
Tip

LAKELAND

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