Front Cover
 Back Cover

Gardendale Your Opportunity : Florida, where dreams come true (553)
Full Citation
Permanent Link: http://ufdc.ufl.edu/UF00005109/00001
 Material Information
Title: Gardendale Your Opportunity : Florida, where dreams come true (553)
Physical Description: Book
Creator: Burger Bros. ( Photographer )
Underwood and Underwood ( Photographer )
Publisher: John A. McGuire, Jr. Company
Publication Date: 1925
 Record Information
Source Institution: University of Florida
Holding Location: University of Florida
Rights Management: All rights reserved by the source institution and holding location.
Resource Identifier: ltqf - AAA6422
System ID: UF00005109:00001

Table of Contents
    Front Cover
        Front Cover 1
        Front Cover 2
        Page 1
        Page 2
        Page 3
        Page 4
        Page 5
        Page 6
        Page 7
        Page 8
        Page 9
        Page 10
        Page 11
        Page 12
        Page 13
        Page 14
        Page 15
        Page 16
        Page 17
        Page 18
        Page 19
        Page 20
        Page 21
        Page 22
        Page 23
        Page 24
        Page 25
        Page 26
        Page 27
        Page 28
        Page 29
        Page 30
        Page 31
        Page 32
        Page 33
        Page 34
        Page 35
        Page 36
        Page 37
        Page 38
        Page 39
        Page 40
    Back Cover
        Back Cover 1
        Back Cover 2
Full Text

Your Opportunity!
where dreams come true



PORATION has accomplished a most
extraordinary achievement in being
able to give to the MASONS of CHICAGO
and their friends an opportunity to invest
in "GARDENDALE" at the ridiculous-
ly low price at which it is being offered
to them through this medium.
Noted writers today are urging invest-
ment in Florida-to buy a piece of Flor-
ida-any place-any where-at any
price-only buy.
What an extraordinary thing it is that
allow the MASONS of CHICAGO and their
friends, through them, to purchase in
GARDENDALE at pre-development
and rock bottom prices.
We respectfully urge you not to lose
this opportunity.

_ _~ I ~

_ __~~


r F

The new Whitehall Hotel, Palm Beach


IN ancient Fairy Tales we read of
Aladdin and his wonderful lamp; of
King Midas and his Golden Touch,
which caused everything that came into
contact with his hand to turn to gold; but
these are only figments of the imagination.
In real life, the rush for gold in Cali-
fornia in '49 and
later the mad
scramble to the .....
Klondike, when
the yellow metal
took thousands --
up the Yukon, are
looked upon as
the high spots of
golden opportun Hotel Roal Poi

ity; but both of these stampedes held al-
ways the phantom of want, despair and
death for the many and riches and luxury
for only the few.
When Ponce de Leon landed in Florida
seeking the Fountain of Eternal Youth, he
little dreamed of the tremendous pos-
sibilities of the
land that failed
to yield the ob-
ject of his quest.
Far greater
than the fabled
Fountain of
Youth, are the
unequalled natu-
ciana, Palm Beach ral advantages of

Pcae two




Florida. There are outstanding features
of the opportunities for money making
in Florida, that make it vitally different
from the stampedes to California and
Alaska, the discovery of oil in Texas
and Oklahoma or
the opening up of , I
government , /
lands. S"
The unusual
activity in Flor-
ida land was cre-
ated, NOT by .
some discovery of
oil or mineral de-
posit, or by the
prospect of rail-
way building. In Boat Landing
Florida, the values are IN THE LAND
ITSELF-not in something to be dug up
and carried away.
Florida land, with its wonderful produc-
tivity, its unusual diversification of crops,
its sub-tropical climate, its balmy ideally
healthful climate and its natural harbors
and transportation facilities-all these
things combine to make Florida a state
where investment conditions are ideal.
The highest prices paid by optimistic
speculators today, will become the con-
servative values of tomorrow.
Of importance too, is the fact that the
opportunity to share in the prosperity of

Breakers Hotel, Palm Beach


Florida, is freed of all the dangers that
attended the gold rushes, and the open-
ing of Oklahoma and other government
land, where hardship was the rule and
where success depended upon chance,
luck or endur-
Florida, with
its wonderful
highways and
ultra-modern rail-
way service is
.... easily accessible.
S Its success does
not wait upon the
- - .crossing of des-
erts, the building
t Palm Beach of roads.

The present activity in Florida real
estate is not in any sense a BOOM. The
country has simply awakened to the fact
that the greatest opportunities of the
country are here-and Florida is merely
coming into its own.
Real estate-country or city-is, by
great odds, the safest of all investment. Its
value must continue to increase as our
civilization progresses. The opportunity
for profitable investment in land in other
states is becoming rarer and rarer, causing
all eyes to be turned to Florida, where life
is worth living and the hand of fortune

The Bcard Walk, Palm Beach

Page three

~.irlu--:-�� :";,';'~p-r:'F~9"?U*S~i~(Y~/


-AZ 7_a.ja

Hotel Flamingo, Miami Beach


and the East Coast


IN the year 1856 Miami was merely
a post office, built on the site of an old
Seminole War post, which was aban-
doned seventy years ago.
The town in the late nineties consisted
of a handful of dwellings and village stores.
Then Henry M. Flagler extended his rail,
road from West Palm Beach to Miami.
This brought the price of lots to the value
of eight hundred to a thousand dollars
each. Some of these same corner lots are
now valued as high as a quarter of a mil-
lion dollars for a fifty foot frontage.
Volumes that would rival the Arabian
Nights could be written about the for-
tunes made by the unparalleled advance in
value of East Coast real estate in the past
Page four

few years. The following brief citations
are typical:
Two or three years ago a prominent
statesman bought a few lots for eighteen
thousand dollars; he recently sold them
for seventy thousand.
A few lots that were bought ten years
ago for four hundred dollars a lot, were
recently sold for seventy-five thousand;
and a piece of property that was bought
last April for six thousand five hundred
has since been sold for twenty-five
These phenomenal advances in the price
of Florida land are not merely "spec-
ulative," but represent the real values.
When millionaires first went to Florida


Aeroplane view of Miami

to build palatial estates for their own en-
joyment, that was one phase of invest-
ment; but when men of moderate means,
seeking health and surcease from the rigors
of Northern winters went to Florida and
found, not only an ideal place to live, but
that they could profit-
ably cultivate the un-
usually fertile soil, that
was quite another
The value of land
depends upon its pro-
ductiveness to the ul-
timate owner-the
one whose use of the
land must justify its
cost; and Florida has Aeroplane view
shown that its possibilities have only
begun to be realized. The value in


THE LAND itself-is permanent.
The opportunities in Miami, Palm
Beach and the entire East Coast were
opportunities of yesterday. The West
Coast is the opportunity of today.
The preceding review of the wonder-
ful opportunities that
have already made mil-
lions on the East Coast
prove that Florida is
the state for the inves-
tor; but most people
think of Florida invest-
ments in the terms of
Miami and Palm Beach
values. The cities to be
built in the most de-
sirable sections on
fMiamt Beach the Dixie Highway,
connecting the east and west, offer real op-
portunities, and Gardendale leads them all.
Page five


Aeroplane view of Industrial Tampa


ODAY'S opportunities on the
West Coast exceed those of yester-
day on the East Coast. A few short
years ago, the West Coast of Florida
was undeveloped, practically unknown.
Now, in come cities on the west coast,
land values equal those on Broadway, N.Y.
To the Ringling Brothers is due a large
amount of the credit for seeing the advan-
tages of the West Coast. John Ringling
"I want to say that there is no state in
the Union that has such opportunities and
such a bright future as Florida. You have
the sunshine, the water, and the phos-
phate, the three basic fundamentals of
agriculture. New Mexico and Arizona
have the sunshine but not the moisture.

California and certain other sections have
the sunshine and moisture without the
phosphate. You have here those three
fundamentals of agriculture. Secondly, you
have the strategic location; you are near the
great markets; only 24 hours, more or less,
to Washington, New York, Philadelphia,
Cleveland, Detroit and Chicago."
After reading what Mr. Ringling says
about Florida in general, it is highly impor-
tant to note that he chose the West Coast
for his investments, and even that was
several years ago when there were still op-
portunities on the East Coast.
Thomas A. Edison, the great electrical
wizard, is another who saw the advantage
of the West Coast. He says:
"Aside from the fact that the yearly

Page six


Orlando, as seen from the air.

visit to my place in Florida brings a wel-
come respite from the cold, stormy weather
of the North, I delight in the climate of
Florida sunshine, and its equable tem-
While all of Florida
is good and values are
sure to increase, it is (
nevertheless true that
some localities offer oo00
to i better investment
possibilities than others.
Why buy where prices
are practically at the
peak, where tremendous
capital is necessary and
returns moderate? You
can have the very best
that Florida ever had to
offer, in DeSoto County, -

at astonishingly low prices now before the
big profits have been taken. Hesitate, and
your chance in this section will soon pass.
Tampa, with its output of 500,000,000
cigars per annum, St. Petersburg and
Sarasota, have long since
passed the adolescent
stage and have become
Full fledged cities, where
values have reached a
High level. While they
will continue to advance,
the investment stage
has practically passed.
Now, we say, with-
out fear of successful
S contradiction, that the
best investment oppor-
tunities of all Florida
are in Gardendale.

Page seven


44y4 - Z F U44dS4

A typical De Soto County Orange Grove.


NO matter what you seek-health or
rest, opportunities to invest or
make a livelihood-you can find it
in De Soto County.
It has the choicest climate of the best
state in the Union arid no other county ex-
cels De Soto in the productiveness of its
soil or the diversification of its crops. Situ-
ated well below the frost line, its crops
grow the year 'round and anything that can
be grown in Florida can profitably be grown
in De Soto County.
Most people think of Florida as merely
a producer of oranges. While it does sur-
pass in oranges, Florida profitably grows
approximately 250 products of the soil.
The list is too long to enumerate; but no one
can form a fair estimate of Florida's diversi-
fied crops without studying the following
Page eight

partial report of a typical year's production:
A Tear's Production in Florida
Oranges . . . . . .. 25,285 Carloads
Grapefruit . . . . . 18,073 Carloads
Tomatoes.. . . . . . .1,123 Carloads
Watermelons . . . .. I11,337 Carloads
Cabbage . . . . . .. 6,317 Carloads
Celery . . . . . . .. 3,409 Carloads
Lettuce .. . . . . . 3,323 Carloads
Strawberries . . . 1,035 Carloads
Cantaloupes . . . . . 71,097 Crates
Lemons. . . . . . . o10,00ooo Crates
Figs . . . . . . . .. 23,447 Crates
Cucumbers . . . . .. 989,819 Crates
Beans and Peas . . . . 748,551 Crates
Bananas . . . . . .. .52,135 Bunches
Limes . . . . . . . 40,000 Boxes
Pineapples . . . . ... 57,000 Boxes
Tobacco . . . . . . 4,500,000 Pounds

0r I 4


Picking Strawberries in January

Pecans. . .
Peaches . . .
Pears . . . .
Potatoes . . .
Sweet Potatoes
Peanuts . . .
Corn . .
Rice . . . . .
Syrup . . . .
Turpentine . .
Raisin . . . .
Cocoanuts . .
Cotton. . . .
Fruit Crops..
Field Crops..
Truck Crops .
Minerals . .
Lumber . . .
Naval Stores .
Fisheries . . .

S. .. 2,000,000 Pounds
. . ... 50,00ooo Bushels
. . . . 5o,ooo Bushels
. . . 2,860,000 Bushels
. . . 2,940,000 Bushels
. . . 5,ooo,ooo Bushels
. . 10io,000,ooo Bushels
. . . . 98,000 Dollars
. . . 3,891,619 Gallons
. . . . 920,000 Gallons
. . . 56o,o000o Barrels
. . . 4,949,576
. . . . 12,000 Bales
. . . . .. $30,000,000
. . . . . . 22,000,000
. ..... i8,ooo,ooo
.. . . . 20,000,000
. . . . ... 30,000,000
. . . . . 20,000,000
S. . . . 14,000,000

No wonder that people who go to Flor-
ida to look around decide to spend the re-
mainder of their lives in that delightful and
profit producing country.
In addition to perfect climate, De Soto
County has abundant rainfall and is rich
in phosphates, making it the ideal section
for agriculture; and agriculture is the back-
bone of all land values. Prosperous cities
have been built in the middle west, sup-
ported entirely by agricultural operations
yielding annually $o10 to $15 per acre.
Think what the future of Florida cities will
be surrounded by land producing crops
ranging from $ioo to $iooo an acre.
There are vast undeveloped possibilities
in this section. De Soto county has 932,000
acres, with about 17,000 less than 2%
under cultivation and still its annual out-
put exceeds two millions and a half.
Page nine

g Zan Olt

fps* I--


De Soto County is one of the largest
producers and shippers of citrus fruits in
Florida, and remember that Florida ships
an average of a carload of fruits and
vegetables every o10 minutes of the year.
Read what the Commissioner of Agri-
culture says about the types of soil in De
Soto County: Commissioner of Agricul-
ture, Nathan Mayo, has this to say about
the types of soil found in De Soto County:
"The Lands ofDeSotoCountyareclassed
as high and low hummocks, high pine, flat-
woods, sand scrub, etc., and the high pine
lands are sometimes divided into two
classes: 'Choice' and 'poor pine land'.
This distinction has little significance, how-
ever, as both classes of pine land are fre-
quently embraced in a five-acre lot, and
every class of land above mentioned might
be found in one quarter section. This
County has every character of land to be
found in South Florida, and if the immi-
Page ten

grant 'doesn't see what he wants' he
should 'ask for it.'
"Now we come to briefly consider the
productions of the soil, and it is here that
this County can justly claim preeminence
over every other County of the State and
of many other States; for, as before re-
marked, no County in the world of equal
size can compare with her in variety of
"So numerous are they that only the
most important can be mentioned and none
can here be described. Of the field crops
we recall corn, oats, hay, barley, teosint,
rye, millet, sorghum, Kaffir corn, rice, sugar
cane, peas, peanuts, chufas, cassava, tan-
yah, pumpkins, melons, arrow-root, tur-
nips, "sweet potatoes and Irish potatoes.
Sugar cane, perhaps, gives the best net re-
turns-$100 to $150o per acre, and planting
suffices for six or seven years. Sweet pota-
toes pay very well, also.


"In the truck gar-
dens we find toma-
toes, eggplant, cau-
liflower, cabbage,
cucumbers, beans,
beets, peas, onions,
radishes, Jamaica
ginger, lettuce and
about everything
grown anywhere.
Okra and peppers
are perennial. Gher-
kins grow wild. To-
matoes are the lead- An Arce
ing early vegetable crop, and patches of
ten and twenty acres each are frequently
seen.They are planted in the fall and winter
and net the growers from $50 to $300 per
acre-sometimesmore. Eggplants are profit-
able, and in the lake region only require to
be planted once in three or four years. Cu-
cumbers pay from $ioo to $300 per acre."


The new East to
West Coast Boule-
vard connecting the
East coast with the
West passes through
De Soto County and
this County itself
has, within the past
veryfew years spent
a million dollars for
goods roads.
Taking into con-
sideration the fore-
an Home going statements
concerning the climate, productive
soil, abundant rainfall, good roads and
other natural advantages as well as devel-
opments already made, one can readily see
why we say that De Soto County offers
the greatest opportunities in Florida; and
we think the greatest opportunities
in De Soto County are in Gardendale.

Blackberries are a profitable crop

Page eleven


Another De Soto County Orange Grove

The wonderful stories of profitable in-
vestments in Florida real estate are so
numerous that it would take a large
volume to record them all, even if the
facts were available,
Here is a sample of profit taking:
In December, 1924, a Palm Beach resi-
dent bought 223
acres at Delray at
$225 per acre-
$5o,1i7 The bin- 77-"
der payment was
$1,500. Within a
month-before the
first payment was
due-the pur-
chaser resold this
property at $675-
Page twelve

$150o,525-a neat little profit of
$100oo,000 on a $i,soo payment. In April,
1925, it was again resold at $1,300 per
acre. The second buyer got $289,900-a
profit of $139,000. Some day this property
will sell for a handsome price. The present
owner, who bought it for $289,900, refused
$2,500 an acre for
it, thus turning
down a profit of
$266,000 within 60
days of his binder
payment of $8,ooo.
His present asking
price is $3,oo000 per
acre, and it is safe
to say that he will
soon get it.


t i

While Florida is not in the "Corn Belt," it produces over 10,000,000 bushels of corn annually.
The above photograph was taken in May in De Soto County, near Gardendale

Page thirteen



;, -wy



De Soto County High School


A RCADIA, the nearest city to
Gardendale, is destined to be-
come a southern metropolis.
Arcadia, county seat of De Soto
County, has aptly been called "the
Chicago of South Florida."
It is situated on the Peace River, on the
new Dixie Highway, within easy motoring
distance of both East
and West Coasts.
Arcadia is the junc- loria ranks fir
Florida ranks firs
tion point of three umber of growi
. number of growing
railroads. The Atlan- food products, va,
tic Coast Line, East duction of phosph
and West Coast Line, naval stores and
and the Charlotte has the greatest
Harbor and Northh- greatest area of
ern, the latter having any
its Terminal and
shops in Arcadia.
Page fourteen

In the heart of the citrus fruit district,
Arcadia is destined to become a very im-
portant city. It is amply provided with
packing houses, equipped to handle and
pack 20 carloads of fruit per day, and
greater facilities will be provided as needed.

Its stores and business houses equal'

those of many

;t of the States in
g days, diversity of
riety of crops, pro.
iate, Fuller's earth,
fishing industry. It
coast line and the
water surface of.

larger cities and it is con-
tinually growing and
constantly improving.
Arcadia is a city of
homes, many of them
being among the most
beautiful and attrac-
tive in the State.
People come here, not
to buy and sell and
go away-but to build
homes and to spend
their lives here.


The educational system of Arcadia is
one of which any city of its size may well
be proud.
The system embraces all the units of

secondary education,
separate faculties the
whole being under
the supervision of a
supervising principal,
an office correspond-
ing to the city super-
intendency. From
the primary, through
the high school, a
course of twelve
grades, the major pur-
pose is the full and
complete preparation

each group having

for complete living ofits students. The high
school is affiliated with the universities
of the south and south-west through
the Southern Association of Colleges and
Universities. The departments of manual

"..5- ~ ~ ~ A ,, . ... j

training, domestic science, domestic art,
expression, music and teacher training are
fully organized and equipped and the work
in each is definitely correlated with the
academic work of the school. Departmental
work extends from
the fourth to the
Florida is not twelfth grades, in-
not mob hys- clusive.
y means that To the deep religi-
n rediscovered
ous sentiment and ex-
,e is just being
zed. cellent church organ-
ization is largely due
annually over the liberal provision
rth of citrus made for her excel-
lent schools. There
are eight organized
white churches of as
many different denominations doing ac-
tive work in the city, and yet there is no
friction or unseemly rivalry, but on the
contrary, a broad spirit of fraternal re-
gard prevails, and in many movements of

Baptist Church, Arcadia

Page fifteen

The land rush to
d "boom." It is
teria. It simple
Florida has bee
and its real value

Arcadia ships
$1,oo00,000 wo
fruits alone.


De Soto Avenue, Arcadia

Christian service there is a cordial coopera-
tion that obliterates sectarian lines.
The leading religious denominations
have churches:-The First Baptist Church;
The Christian Church; The Church of the
Brethren; St. Edmund's Episcopal; The
Holiness Church; Trinity Methodist; The
Presbyterian Church; The Roman Catholic

Among the proposed
are, a 135 room Touro-
ist Hotel on the beau-
tiful Peace River, and
an 80o room commer-
cial hotel. A $i0o,000
grammar school and
several important
business blocks are
also being planned.
The Summers in
Arcadia are delight-
ful, the temperature
usually ranging from
Page sixteen


Florida leads the
atoes, producing

Florida land wil
cheaper; its va
tinue to increase
held by the ulti
and THEN it I

80 to 90 degrees. The wonderful winter
season is ideal, almost beyond descrip-
tion, with its fresh water and surf bath-
ing, fishing and hunting of wild game,
which is abundant. These things, along
with good hotels, clubs and golf links,
make this section of Florida the ideal win-
ter playground of America.
Pneumonia and sunstroke are
unknown and the death rate is exceed"
ingly low, being only
i in 1447 while in
world in toma- New York, it is I in
one-third of the 473; in Pennsylvania,
crop. i in 557; in Maine,
i in 315, and in
l never be any Massachusetts, I in

lues will con-
until it is ALL
mate owner-
will not be for

Not the least con-
tributing factor in the
health of De Soto
County, is its un-


limited supply of good, pure water, readily
obtained at a depth of 6o feet.
Arcadia is only 24 miles from Charlotte
Harbor, on the Gulf of Mexico; 46 miles
from Sarasota, the Miami of the West
Coast; 50 miles from
Bradentown and 96
miles from Tampa; 67
miles from Lakeland
and 68 miles from Oke-
choahee City, and good
roads in every direc-
The newCross-State
Highway connects
with Connor's High-
way at Okechoahee West Oa s
City, bringing Fort
Pierce, West Palm Beach and Miami
within a few hours drive of Arcadia.
Arcadia with its many advantages is not
a new city and its land values are, neces-
sarily, advanced far beyond those in some
other parts of De Soto County. While Ar-
cadia still offers good investments, by far
, .R6- I


greater opportunity awaits you-just a
few miles away, where all other advantages
are equal but where the greatest return
can be had for your dollar, because the
community is new and you can buy at the
lowest possible price.
Read about Garden-
dale, the greatest in-
vestment opportunity
of the age!
A few years ago,
most people were
afraid of an invest-
ment in Florida, even
on the East Coast
where millions have
*eet, Arcadia since been made by
those who were far-
sighted enough to buy.
Today it is the source of the greatest
regret to thousands that they did not
meet opportunity half way. Will you
invest in Gardendale now, while the op-
portunity offers, or will you let it pass
and allow someone else to take the profit?

De Soto Bank, Arcadia

Page seventeen


Grammar School, Arcadia

"Florida's Climate is God-given and is
three-fourths of the state's value."-Carl
"Florida has unsurpassed opportunities
for all classes of people."-William Jen-
nings Bryan.
"Florida has the goods and can deliver
them."-B. C. Forbes.
"The recent economic trend is toward
Florida and nothing can stop it."-Roger
W. Babson.
Expending Over Thirty
Millions for Good
Roads in State
On January i, 1925,
the state of Florida had
under 'construction
roads and bridges cost-
ing $10,149,757.17. The
State Road system alone Presbyterian (
Page eighteen

now comprises a distance of 3,508 miles.
It has 33 highways designated as state
roads. The' various counties of Florida
have supplemented this state system
with a network of high ways exceeding
the state roads in both mileage and cost.
At present more than $30,000,000 is
being expended for good roads.
Florida leads the world in tomatoes,
producing one-third of the world's crop.
Florida is spending
30 million for good
Florida ships-an aver-
age of a carload of fruit
and vegetables every
ten minutes of the year.
Florida produces 95
per cent of the grape-
rchr Arcadia fruit of the world.

. ..... ... - .. . . .



Methodist Church, Arcadia

Irish Potatoes are a staple Florida Crop in De Soto County, near Gardendale

Page nineteen


HE new East and West Coast
Boulevard is no doubt destined to
become the most travelled road in
Florida, as it is the only present con-
necting line between the coasts.
Gardendale is situated on this Boule-

Roman Catholic Church, Arcadia

vard in one of the most fertile counties
in the state, De Soto County.
Values here are low at present, because
developments are new; but they are des-
tined to reach probably the highest peak
of all Florida values, because this section
leads in all the natural advantages
that make land values. And because
of these things, this is the great oppor-
tunity for investors-one that in all
probability will never occur again.
Even the early rumor that Gardendale
is to be developed, immediately in-
creased very materially the value of all
surrounding property.
The discovery of Florida's real worth
began with the development of the East
Coast where millions have already been

Page twenty

�_1_ I

., ........-- .-.. .
... . . . .......




made. This proves the value of Florida
investments, but leaves comparatively
little opportunity on the East Coast.
Then the cities on the West Coast were
quickly built up until values again became
rather too high for investment; but Gar-
dendale, the ideal development in De
Soto County, the heart of Florida's
most productive section, offers you
investment now at very low prices,
with the certainty of rapid advancement
that probably cannot be assured any-
where else.
Conservative Northern bankers and
investors further emphasize Florida's
opportunities and rapidly maturing and
generous profits, for they have invested
hundreds of millions in Florida, con-

vinced of Florida's magnificent future.
The census, too, tells an all convincing
story while recording practically a doub-
ling of the state's all year population
within the last 5 to o10 years.
Therefore, invest in Gardendale.

Buying lots on a Florida town-site

Page twenty-one

~B~aBg~ 'd~ ps,~:;F~p~*ap~~l'~6~se~~r



Proposed Gateway to Gardendale

W HEN we bought the site of Gar-
V dendale for development, we did it
N . with our eyes open. With liter-
ally millions of acres to select from in prac-
tically every part of the state, we chose
De Soto County, knowing beyond any
doubt that its natural advantages are
greater and its development opportunities
far more reaching than could be duplicated
elsewhere in the state. If this had not been
demonstrated beyond a doubt, we would
have planned our development elsewhere.
Doubtless you have read in earlier pages
how De Soto County excels all other parts
of Florida in its productiveness; how it
produces from 3 to 5 crops per year, with a
Page twenty-two

variety of over 25o kinds of crops to select
from; that its equable climate closely ap-
proaches the ideal.
It has been pointed out that, located on
the new East and West Coast Boulevard,
61 to 72 feet above sea level, its nearness
to the seashore, to Tampa, Sarasota and
St. Petersburg. Railway facilities and
good roads, place Gardendale within easy
access of all points on the West Coast, as
well as within easy motoring distance from
Miami and Palm Beach. It is sure to grow
rapidly and values will be enhanced ac-
cordingly. To those who buy early will
accrue the long profits, represented by the
present low price and the final values.


Picturefor ern states
yourself the where the soil
rise in values . cannot pro-
that is bound duceonetenth
to take place of the wealth
in such a city iitha t this sec
as Gardendale. tion yields.
Surrounded And, after all,
by a section the real value
unsurpassed of land de-
in the produc- . pends upon
tiveness of its how.much
soil; strategic- wealth it will
ally situated produce; the
for transport- price the ulti-
ation; ideal in De Soto County Court House mate owner
climate; the city itself planned to beone of can afford to pay, and still work the soil
the most beautiful extant. at a profit. That is why we feel so opti-
With all these advantages, could there mistic about the future of Gardendale.
be such a thing as values remaining at their We know that the present opportunity
present level? will not last long. So we say, invest in
Look at the increase in values in north- Gardendale now, while values are still low.

Where Nature reaches perfection

Page twenty-three


One of the Spanish types of residence such as the Spanish Section will be restricted to


The residential portion of Gardendale
will have several sections, some restricted
and some without restriction. Surround-
ing the residential portion, will be a large
number of ten and twenty acre tracts,
for the development of fruit farms and
other agricultural pursiuts and for
country estates.
Gardendale is planned especially for the
investor of moderate means. While larger
capital is welcome and will come, the in,
vestor of modest means need not fear that
he will be eclipsed by the millionaire.
Some prefer to live in a section where
there are certain restrictions as to archi-
tecture, landscape gardening, etc., while.
others do not.
To satisfy all tastes, we have planned
the following restricted sections. There
will be a Spanish section, where all archi-
Page twenty-four

tecture will be of the Spanish type, and
streets will bear Spanish names.
In another section, the Venetian style
of architecture will prevail.
In a section which will be named Gar-
den Villa, it is restricted to make it a beau-
tiful garden of Florida flowers and shrubs.
There will also be the Woodland sec-
tion, where all streets will be named after
trees and shrubs, and the buildings some-
what less restricted than in the preceding
Not the least interesting will be
the Bungalow section where each may
have an opportunity to express his own
In general, Gardendale will be laid out
in such a manner as to make it, for those
who are fortunate enough to live there, an


One of the Venetian types of residence such as the Venetian Section will be restricted to

earthly Paradise and one of the real beauty
spots of the south, which means of the
The most noted people in this country
are advocating "Buy Florida-any place,
any price, but buy Florida." Note what is
said by Brisbane,
Howe, Babson, Bar-
ron-all recommen-
ding to buy Florida
land and to act
Not only has
Gardendale every-
thing in its favor, as
a place to live, think
of it from purely an
investment point of
view. It is unequal-
led anywhere!

It is impossible accurately to estimate
the amount of profit that purchasers will
make on Gardendale lots, but we know
that the present low prices will prevail
for only a very short time.
How are the Lots in Gardendale Conveyed?
By the warranty
deed of the Garden-
dale Development
Company, a million
dollar Florida
. What is Meant By a
Warranty Deed?
A warranty deed
means that the
grantor or the party
conveying guaran-
tees or warrants
that he has the ab-

Page twenty-five


A Luxurious Florida Home

solute title to the land conveyed; that
it is free from any and all liens or in-
cumbrances, and the warranty deed con-
veys all his title in the land..
Such a deed as this, should the land
have any incumbrances, would enable the
purchaser to sue on the deed for breach
of warranty. The assets of over a million
dollars of the Gardendale Development
Company are behind the warranties or
guarantees of such a deed.
What Is A Title Insurance Policy?
A title insurance policy is a guarantee
on the part of the insurance company
that the title conveyed is the absolute
title to the land, free and clear of all
incumbrances and the insurance com-
pany agrees that should the title not
be free and clear that they will be re-
sponsible to the amount of the policy.
Page twenty-six

What Protection Has a Purchaser of
a Gardendale Lot That the Title to the Land
Secured Under His Deed Is Perfect?
He has a dual protection. He has the
insurance policy of the Florida Banking and
Trust Company, together with the assets
of the Gardendale Development Company
to look to on a breach of warranty.
What Is Meant by Merchantable Title
or Title in Fee Simple?
By merchantable title or title in fee sim-
ple is meant that the grantor or the person
conveying is conveying the greatest title
that the law permits, namely, the absolute
title to the land, free and clear, of any and
all incumbrances.
Thus it may be seen that a person pur-
chasing a lot in Gardendale is amply se-
cured that the title of the land conveyed
is free and clear inasmuch as he has the
insurance policy of the Florida Banking


Residence of J. A. Parker, Arcadia

and Trust Company in the amount of
$100, together with the assets of the
Gardendale Development Company which
now greatly exceeds one million dollars, to
protect in case anything is wrong with
the title.
In addition to this the title has been
passed upon by Treadwell and Treadwell,
South Florida's leading real estate lawyers
and conveyancers, as being absolutely free
and clear.
Invest in Gardendale-NOW!
Does an increase in value from 62c an
acre to $20,000 a foot front seem pos-
When the United States bought Florida
from Spain in 1821, the price was about
62c an acre. Now there is plenty of
property in the State that could not be
bought for $20,000 a foot front!
The following are only a few of the
hundreds of instances we could cite, show-
ing what others are making in Florida:

The combined sales of Florida's prop-
erty by only 4 operators totaled over 13
millions in one week. (W. J. Connors,
$5,000,000; Burguieres & Cheply, $7,500,-
ooo; Norwood Investment Company,
$500,000; A. H. Wagg, $200,000.)
George Kepper, Superintendent of
Grounds for Henry Ford, bought a lot for
$1,8oo and sold it one year later for
$18,ooo (1,oo000% profit).
In May 1925, a Milwaukee man bought
a piece of property in Palm Beach for
$32,000 and in 30o days was offered and
refused $65,000 for it.
$998,000 Profit on $7,000 Investment
The owners of a tract of 5,600oo acres of
islands and swamp lands, on Merritts
Island, recently refused a million dollar
offer for this tract, which was bought 15
years ago for $7,000 which was then con-
sidered exorbitant.
Page twenty-seven


While Florida grows over 250 soil crops, it is most widely known by its luscious oranges, of which the
state produces over 25,000 carloads annually. Photograph taken near Gardendale.

Page twenty-eight




Not so well known, perhaps, is the fact that banana culture is on the increase and that Florida now
ships, annually, over 50,000 bunches.

Page twenty-nine


John Treadwell's R
Sold Seven Times in Few Days
A record of movement in real estate
was made at Avon Park when a local
realtor traded in and out of a single piece
of property seven times in five days. The
first purchase was for $2,200 and the last
sale for $6,500oo.

evidence, Arcadia
Movie Actor Nets Half Million in Florida
Real Estate
When Thomas Meighan was "on loca-
tion" in Florida last February, he.pur-
chased a tract of land in the vicinity of
Ocala. A few weeks ago he sold his hold-
ings and netted $500oo,ooo profit.

During the winter of 1924 an investor
bought a tract of land consisting of 22,000
acres, situated within twenty miles of Tam-
pa, for $12.50 per acre,
paying 25 per cent
cash and executing
notes for the balance,
due in one to three
years. Prior to the ma-
turity of the first note,
in fact prior to Janu-
ary ist, 1925, this tract
of land was sold for
him at $35.o00 per acre, Street Sce
Page thirty

or in other words on an investment of
$275,000 on which he had only paid
$75,000 cash, he realized a profit of ap-
proximately $500,000
in less than 12
Business corner on
Central Ave., pur-
chased three years
ago for $78,000, was
leased recently for
99 years on a basis of
S . ' It $300,000 valuation.

ne il rinUIcaLa.

"a 4



Picking Beans in January, De Soto County

Cultivating Young Orange Trees

Page thirty-one


Arcadia General Hospital

Probably the best story out of Sarasota
is that of J. F. Tallivast declining some
twenty years ago a deed for 528 acres of
land south of Sarasota. He bought the
timber and turpentine rights on contract
and the man who owned the property
deeded him the land in lieu of contract-
neither wanted the land. Tallivast tur-
pentined the tract and in the course of
time it went for a tax sale and was pur-

chased by J. H. Lord. Mr. Lord refused
over a million dollars for the property
before he started to sub-divide it and the
price for the lots thereon now totals
better than six million dollars.
Acreage at "Riverview" resort develop-
ment near High Springs on the Santa Fe
River in Aluchua County, was bought at
$23.ooper acre sincethe istofJanuary,I925.
Single river front lots have sold at $3,000.

; I
.,. -^t4'

Type of houses purchasers are privilegeldto build in unrestricted sections of Gardendale

Page thirty-two



Typical style of dwellings purchasers are privileged to build in unrestricted sections of Gardendale.

Page thirty-three



Eminent Committee Visits the Site of Gardendale on a Tour of Inspection


WILLIAM C. RAPP CARY B. FISH-Deputy Grand Master, Florida

This committee, appointed by The Masonic Temple Cor-
poration of Chicago, visited the site of Gardendale and
carefully inspected the property, as well as the surround-
ing country. Read the following letters which show what
these men think of the present-day opportunity in Gardendale.

Page thirty.four

Phone State 5944
CHICAGO, ILL. August 14, 1925.

To United Masonic Temple Corporation,
Chicago, Illinois.

We, the undersigned, were delegated by the
Board of Directors of United Masonic Temple Corporation
to go to Gardendale, Florida, and examine the property
about to be used by the United Masonic Temple Corpora-
tion in its proposition for the distribution of house-
lots in Gardendale.

Appreciating the importance of our mission,
we made a very thorough investigation. We carefully
examined the records of the property, rode over the
land in heavy automobiles and found it to be high and
dry land. We then, through .the records of the Chamber
of' Commerce, investigated the agricultural possibili-
ties of the County.
We are strongly in favor of the plan of dis-
tribution of these lots as outlined. We are thoroughly
convinced that the value of the lots is far in excess
of the price asked.*
Each member of the committee thought so well
of the investment possibilities offered that each
member purchased not one but thirty-six lots. Our lots
will be selected on the first day of the campaign in
the same manner and under the same plan offered to
.We went, we saw, we purchased ourselves and
now we recommend the plan to you. We believe that any
purchaser will make a very wise investment.

Investigating Committee.

Page thirty-five


August 11th, 1925.

Elmer E. Beach, Pres.,
United Masonic Temple Corp.,
Chicago, Ill.

Dear Sir and Brother:

I have just returned from a visit to, and an
investigation of the lands near Arcadia, in DeSoto County, Florida,
that you propose to divide into lots 25 x 100 ft. and sell at 420.00
per lot, and in reply to your request for my opinion of the proposition,
will say that I find the tract of land to be about six. miles from
Arcadia on Dixie Highway No.8, known as the cross State road connecting
the East and West coasts of Florida. The highway is hard surfaced from
Arcadia to the land in question and the money is in hand, and I under-
stand the contract will be let within a few days, for the completion
of this road which will probably be accomplished within the next few
The land is level, dry pine land with numerous
small hammocks on it. There is practically no "waste" land on the
tract and almost all of it can easily be cleared and cultivated, with
little, or no expense,

A canal of ample size to take care of all surplus
water, was cut through the land some yuars ago by the U.S.Government and
provides ample draining facilities, and with very little additional work,
the whole tract can be easily drained, should it become necessary.

The soil is what is known as black sand, and is
especially adapted to raising citrus fruits and all kinds of vegetables.

I may say that I feel that your Association is very
fortunate indeed, in securing this tract of land, and under the present
phenomenal development and movement of lands in Florida, any one may be
considered very fortunate, who can secure a lot of this land for the ex-
tremely low price of �20.00. A subdivision immediately adjoining this
tract is now being rapidly sold, the cheapest lots at $100.00, they being
2- miles from the main Highway, with no improvements, while the choice
lots nearer the Highway range as high as $4000.00.

I think so much of the proposition personally that I
am subscribing for the purchase of six of the lots.

The development of the State of Florida is still in
its infancy and as the people of the Northern, Northwestern and Western
parts of the U.S. learn more of the unexcelled salubrious climate, the
productive soils, the magnificent views, the splendid system of hard-
surfaced highways, the large development, and great strides now being made
by this wonderful State, they will flock to Florida by the millions,to bask
in its balmy clime, its bright sunshine and its cooling breezes and inhale
the perfume of its beautiful flowers; where they can live out of doors the
year round, regain their health, rebuild their fortunes and revitalize
their lives.
I have resided in Florida all my life, and have
been in close touch with the present wonderful development and progress
of the State, and I feel sure that this is no land boom, br temporary
movement, but that it is one that will continue as long as there is
available space for people to come and make their homes here.

Fraternally yours,

Grand Master.

Page thirty-six

Lovick Holtzendorff, thmn.
jeJimt oentrq f lameru of ummMCe Jimors
A. T. Shelfer
George Stonebraker
Lowndes Treadwell
R. F. Saxon, Jr., Brownville
L. E. EIOLE, Dr. E. C. Aurin, Ft. Ogden
Managing Secretary H. L. Burton, Joshua Creek
Managing Secretary Mrs. Cassie Orr, Owens
Wesley L. Sams, Lansing
ricut, -o Albert Carlton, Nocatee
May 21, 1925.

Gardendale Development Company,
Arcadia. Florida and New York City.


Agreeable to your request I have made thorough investigation of
your holdings in DeSoto County.

The tract purchased by you, I find, contains approximately 50,000
acres, extending for several miles along either side of the Gulf to Ocean
Highway, the only cross-state highway in Florida.

The land in this tract is varied in its composition-some of it is
eminently.adapted to citrus culture, some to trucking and gardening-and all
of it will make most excellent building sites. The tract lies contiguous
to the Government Aviation field, now abandoned. The government chose this
section because of its location, general health conditions and other points
of vantage. Ample provision for draining the entire tract has been made by
the government. It may be necessary to make a few lateral connections. The
elevation of the tract is between 60 to'70 feet. The divide of that section
passes through your holdings.

Adjoining your lands is the Arcadia Gardens, a very high-class re-
stricted development promoted by Arthur Dunas and associates of Chicago. A
few weeks ago this tract was an idle waste. Now lots, 50 x 120, are selling
at from $100 to $500, and the larger building lots and business lots sell
from $1,000 to $2,000 each. This company is now constructing 135 miles of
sidewalks and about 45 miles of hard-surfaced streets. Your holdings are,
in my opinion, composed of land of even better type, judging by the natural
growth with which it is covered.

Good water can be got by driving wells about sixty feet deep. The
water is colorless,, soft and of great purity, having been thoroughly fil-
tered in its passage through the deep layer of sand which underlies the

The DeSoto County Chamber of Commerce is very desirous to keep out
of the county any and all spurious speculators and unscrupulous land sel-
lers. For that reason we examine all lands which we know will be offered to
the public at large. If we find the land unsuitable to the purposes for
which it is exploited, we do not. hesitate to warn the public. In your case,
we feel that a development of the land you offer for sale will benefit the
buyers and the county at large.

I shall be glad to serve you in any manner I can.

Wishing you success in your undertaking, I am

Very truly yours,

Page thirty-seven

,%-Cyve4vp vvr%.r

ARoSLEY-ON -HUDSON September 9th, 1925
Mr. Elmer E. Beach, 1
United Masonic Temple Corp.
111 W. Washington Street,
Chicago, Ill.

My dear Elmer:-

I have just returned from a trip to Florida where I went to study
the resources of the state and also the causes and the extent of the rush
to buy land, so perhaps I can answer your questions.

To being with there is nothing novel about this Florida "boom", so-
called. The same thing happened recently in Southern California ahd before
that in the farming regions of the middle and north west. It is merely a
rush to a new land of opportunity and the opportunities in Florida, just
now, are greater than anywhere else in the country.

Florida has two assets, climate and soil, either one of which is
ample to warrant her amazing growth.

There is but one Florida and one California and there are fifteen
million people in America with the means and the leisure to seek a winter
playground. Florida is almost next door to three quarters of the
population and seven eighths of the wealth of this county and so long
as her sun shines and the gulf stream warms her shores a large proportion
of those fifteen million people will spend their winters there. Investment
in a Florida home has come to be regarded as an investment in health,
and the steady returns from Florida's tourist crop is enough to maintain
her present growth and prosperity. The time is soon coming when she will
be the most popular and most populated winter resort in the world.
Florida real estate will never again be cheap.

But aside from this, her native resources are practically untouched
and the rush of homeseekers is just beginning. If her winter visitors
ceased coming she could get along very well. She could show a greater
profit ftom her soil than from her climate. There are more than one
hundred different kinds of soil in the state, each suitable for something.

The middle west has been built up on agricultural lands that yield
from $10 to $50 a year; there are millions of acres of land in Florida
which can be made to yield from $100 to $1,000 a year. I know of truck
farms that have raised three crops totalling $8,000 from a single acre.
Florida can ship half a billion dollars of farm produce every season,
aside from livestock, fish, phosphate rock, lumber, naval stores and

She has a million and a quarter people and can support five million.
It is cheaper to get into the family flivver and drive south for the
winter than to stay home and buy coal.

De Soto County, where your land is situated, is a fine county. The
boom has been late in striking it. It is well south and therefore
protected against frost; it has fine motor roads and three railways. Much
of the soil is suitable for citrus raising which means it is good.

I know of no town lots anywhere in Florida which are selling at
such a low price as you are offering yours. If Gardendale grows in
any way to compare with other Florida towns they should show a splendid
profit to the purchasers.

Faithfully yours,

Page thirty-eight


Do These Names Mean Anything to You?

Read What These Men Say of Florida

Arthur Brisbane, the most widely read
and best-known American writer, says:-
"Florida offers more opportunities today
to the investor than all the other states
in the Union combined."
Roger W. Babson, America's greatest
statistician, than whom there is none
better qualified to weigh and predict upon
sound bases:-
"I believe Florida is destined to be-
come the greatest Agricultural State
in America.
"I believe Florida will become the
richest State in the Union and one of
the most populous.
"There are at least 5,ooo,ooo resi-
dents of the United States who can
afford to come to Florida every winter
and live on their incomes and store up
added energy and longevity as a result
of their freedom from the ordinary ills
of the cold-climate winters.
"In the neighborhood of THREE-
QUARTERS of the land area of Florida
consists of FERTILE MUCK LAND,
propitiously adapted for food produc-
"Florida is today the finest place in
the United States in which to live.
"My personal idea is that we who
live in Florida are residing directly
above a great mine of diamonds-Mother
Earth, here in FERTILE FLORIDA.
C. W. Barron, editor Wall Street Jour-
nal, and the Boston News Bureau-"If the
land booms in Florida continue a few years
and the Federal officers are efficient, the

Coolidge-Mellon program for the reduc-
tion of supertaxes for the whole country
may be realized, provided Florida land
profits are properly divided with Uncle
Sam. . . . . People from the North come
here cautiously, but when they once de-
termine that it is an all-year-round State
with an all-year-round pleasurable CLI-
PRISE pour in."

George Ade-"Florida has the most
wonderful climate in the world. I have
been to California, the West Indies,
Egypt, and, in fact, everywhere else, but
you have something here that cannot be
duplicated anywhere on earth. Your cli-
mate is something which your business
men should get out and sell."

Barron G. Collier-"The lure of the
beckoning hand of Florida, with its won-
derful possibilities of development, rich in
climate and all its charm that attracts the
seeker of happiness and health was so
great that I could not resist the tempta-
tion. I know of no land which offers such
opportunities of investment yielding quick
and satisfactory returns to capital."
Addison L. Winship, Vice-President of
the National Shawmut Bank, Boston.-
"Florida is indeed fortunate in being so
richly endowed by nature. As a winter
Paradise it already outshines famous Euro-
pean resorts, while its agricultural possi-
bilities are just being appreciated."
John Wanamaker-"Florida is destined
to be one of the greatest and most pros-
perous states."
Page thirty-nine


Julius Fleishman-"You can find what
you want in Florida, no matter what your
age, occupation, or taste may be."
Hon. David Elkins-"Those who are
acquainted with Florida know it to be a
commonwealth that affords a bewildering
array of opportunities for investments that
promise early gratifying returns."
Charles H. Ingersoll-"I believe that
there is no section of the United States
where industrial effort will give greater
returns than in Florida."
W. L. Douglas, Shoe Manufacturer-
"Florida has a wonderful climate, more
especially the southern part of the state.
I have visited southern France, Italy,
Switzerland and Egypt, and I have yet to
find in any of those countries a climate
equal to southern Florida."
Judge Kenesaw M. Landis, King of the
Swats-"There is only one way to stop

this tremendous development of Florida,
and that is to station a line of militiamen
across the northern border of the State
with orders to shoot everybody that tries
to enter."
Henry Ford-"Florida has everything
in the world that we Northerners want,
and need. Whatever it is that we want
we don't have at home, we can find it here,
and all the comforts of home, too. Florida
beats California all to pieces."
Following are a few of the well-known
Americans w h o already h a v e Invested

heavily in Florida:


The Bungalow drawings reproduced on pages 32 and 33 areby courtesy of George E. Fowler, New York.
All other photographs shown in this book are copyrighted either by Underwood & Underwood or Burgert Bros.

Page forty



Showing the geographical
position of Gardendale in
relation to other principal
cities in Southern Florida.


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