The end of the rainbow

Material Information

The end of the rainbow
Valparaiso Realty Company
Place of Publication:
New Valparaiso Florida
Publication Date:
Physical Description:
39p. : illus. ; 23cm.


Subjects / Keywords:
Valparaiso, Fla ( lcsh )
non-fiction ( marcgt )

Record Information

Source Institution:
University of Florida
Holding Location:
University of Florida
Rights Management:
All applicable rights reserved by the source institution and holding location.
Resource Identifier:
020727824 ( ALEPH )
01815283 ( OCLC )
AAQ4107 ( NOTIS )

Full Text



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Jas. E. Plew, President, The Valparaiso Realty Co.


N doar Reader:-

Often I a asked this question
"Mr. Plew, what was your real reason for coamig to
Lot am tell you a unvarying reply.
It is simply thi: Valparaiso is the most idoal spot
I have found in whioh to build a home.
-hore are, without question, great
opportunities for development here, greater perhaps
t we ourselvoa realize, but it was not bocaaos of
those that I oame. the boys in the sale department
can toll you about then better than I. I am here for
Just one reason to build me a hoe and enjo life.
For thirty years I lived in Ohioao,
that l log enough. Always in any oity, there
the dirt tha noise. the scramble, the too-olooe
huddling of people indoors an out. And what does
it amount to? A little more money earned, a lot more
money spent.
A number of years ago like many
another oity dweller, I began to see in ny alam's eye
th garden spot that should on e y bai. Zuater, I
went in search of It. Winter after winter I traveled
the south over. I found beatital and enjoyable
plsaes but never a spot that to my way of thinkrng
entirely appolad to no. Then last February, by ohaoe,
I oame to Talparaiso. y problem is solved. SBon my
desire will be a reality. Hero in the pines of
Valperaiso, overlooking Chootawatohee Bay, I shall
build ao the home I have always wanted but could ever
For this reason alone, I came to

inere, b



Deep green of live-oak, grey festoons of Spanish moss, glossy, twining jasmine-here we see
Sidney Lanier's "emerald twilights"-as we recall his matchless lines:

"Gloom of the live-oaks, beautiful-braided and oven
With intricate shades of the vines that myriad-cloven
Clamber the forks of the multiform boughs-"

The End of the
Page four

The End of the Rainbow

The Ideal Spot for a Home
IN Northwest Florida, just fifty-five miles from Pensacola, on Val-
paraiso Bay, an arm of Choctawhatchee Bay, lies the lovely city
of Valparaiso-a gem of glowing green on the Bay's clear, blue
waters-the chosen spot for a home. As Mr. Plew's letter says, it solves the
problem.' Here in the land of flowers, in the soothing shade of.the pine
trees-Here where the superb magnolia proudly bears its creamy blossoms
-where wistaria and oleander grow in colorful profusion-where roses are
riotous-where the dainty fragrance of the jasmine fills the air-Here will
we build our home. Away from the rush and roar of the city-away from
strife and care-far from the frozen winters, the stifling summers of the
north-Here will we live in joyous freedom, under our own "vine and fig
How to Reach Valparaiso
About a thousand miles due south from Chicago, Valparaiso is easily
accessible from all parts of the country. The trip from Chicago takes
little more than a day and night. We suggest that visitors take the
Louisville and Nashville railroad to Pensacola, then to Crestview, our
nearest railroad station. Valparaiso motors meet all trains at Crestview
and the visitor has a most delightful drive of twenty miles through,the
marvelous tropical beauties of the Florida National Forest. The trip from
Pensacola may be made, also, by water. A land-locked water-way makes
it possible for even small boats to go quite smoothly and safely almost any
day in the year. It is planned to have, soon, a fast boat which will make
the trip to Pensacola daily. Boat connections from Pensacola are already
to be had every second day. Valparaiso Bay is really a part of Chocta-
whatchee Bay about eight miles from the Gulf. This distance gives pro-
tection from Gulf storms. And we have never seen a bent or twisted tree
on the entire twelve miles of water frontage in the city limits.

The End of the
Page fiye

For sheer, artistic delight, Florida fruits and foliage are unsurpassed. This "closeup" of a blue-berry
branch suggests a Japanese print. It is entrancing to think of the masses
of dll blue and green against a cloudless sky.

Neither Too Hot Nor Too Cold

When the north stages its zero weather and its blizzards rage-or when
heat prostrations are daily recorded in northern cities-then.we of Val-
paraiso heartily rejoice that we are where we are. Because of the altitude
and the proximity to the Gulf, there is an even, mild temperature the year
round. Ice is never seen, snow is unknown. In winter and in summer,
the Gulf tempers the winds-and we are seldom too hot or too cold.

The End of the
Page six

Valparaiso a Healthy Place to Live

Valparaiso is from every standpoint, one of the healthiest localities in
the entire country. As stated before, the land is high and free from
germ and r~osquito-breeding low places. The salt air from the Gulf is
healthy and invigorating; splendid drinking water, dear as crystal, comes
from deep artesian wells and is piped to every home desiring it. Actual
examples among folks who have come here in the past two or three years,
have proved beyond doubt that this country is especially advantageous to
those in a run down nervous condition or suffering from rheumatism,
asthma, throat trouble, or in fact, anything where good water, pure air,
sunshine and happy surroundings can do their work.

A acme fo a paiuatu i this. faadmas6 dC1Ith I n am* push,
mbw is I mai a qt thei= uwt sm4 Ubsle bhmmoM~sy._

M. am d sd
Pat* Sacon

Plamettos and pines in the foreground-a strip of woodland beyond the glistening water--
the artistic eye revels in Florida landscape

Average and Monthly Temperatures Government Reports

The following shows approximate and monthly temperatures taken from
the Reports of the.U. S. Department of Agriculture Station, eight miles
from Valparaiso. In arriving at these averages we have taken the lowest
and highest temperatures of each day of the month for every month of the
year from June, 1921 to May, 1922, inclusive.

June, 1921... .74" October........ 66W
July........... 78/ November.....62"
August........80" December.....57"
September....... 79 January.......52Y
General Yearly Average, 67*.

February ......58
March ........60

0 Bad al the
Page eight

Glimpses of the Bay down a vyita of masdraped tree-one hope tis drit may be a la oam.

The Northerners first summer in Valparaiso is a season of never teas-
ing wonder to him. We have warm days but no fiercely hot ones! There
is always a breeze and. the nights are always cool. So gently do the
seasons merge, one into the other, that we are scarcely aware of change.
Note that the highest summer
average is only 80*. The range
between the hottest month and the
coldest winter month is less than 30(.
Our climate is comparable to any
twelve months in the year.

The Valpxrais woeds
as smooth and hard
rfacd. Ahady there

Peg. m er

The approach to Valparaiso. After miles of this splendid, hard road which winds through
the Florida National Forest, there is a gentle ascent to the town.

View of the bay showing
theelevation ofthe share.

The Bad of the
Page tea


Pago elwmo

Corner of Chicago Avenue and East View Avenue in 1920.

The Story of Valparaiso

JUST three years ago a small group of people came to Western Florida,
and to this spot which had been chosen by one of their number on a
former trip. This country with its native pines and live-oaks, its
beautiful bays and bayous, its refreshing breezes, its long stretch of high,
winding water frontage protected from the severe Gulf winds-suggested
the name "Valparaiso," The Vale of Paradise. The charm of Valparaiso
three years ago was in its virgin character; traces of the mounds of Indian
Tribes and tales of the days of Spanish pirates furnished a romantic
background-but few people had lived here in the last half century.

The End of the
Page twelve

The Work of Building the City Began
And then began the work of laying out and building a modern city--
literally cutting it out of the forest. With little capital, but with a will
to work, these people superimposed upon the beauties of nature the streets
and dwellings of a modern community. Houses sprang up almost over
night, fourteen miles of hard roads have been constructed, several miles of
cement sidewalks have been laid, the sewage problem has been solved, a
power plant furnishes ice and electric lights, an artesian well furnishes
water in abundance for the entire city. We are already an incorporated
city with a charter from the State of Florida providing for the commission
form of government. Today-hardly more than 36 months from the
cutting of the first tree, we have more than a hundred first-class homes
with nearly as many cheaper dwellings which are used by new-comers
while their permanent homes are being built. The pioneers who invested
their money and labor here have been well rewarded. They saw the
future in the. beginning-but in.their most optimistic dream they could
not have guessed that land which they then bought at less than $100.00
per acre could in three years be valued at $2,000.00 and more per acre.
A home site in -Valparaiso containing about one-quarter acre is today
valued at $500.00 with choice locations and water-frontage sites valued
as high as $1,500.00. Hard work and faith grounded upon native advan-
tages are solely responsible for these mounting values.

The same corner today.
The luxuriant growth of
trees, shrubs and flowers
has wrought this trans-
formation in two years.

The Ead of the
Page thirteen

A physician from New Orleans owns this airy, comfortable home overlooking Choctawhatchee Bay.

A curve of Bay Shore Drive.
James E. Plew
Heads Development of
"The Wonder City"

Doesn't it seem too good to be
true? But it is not even a story
-it is a recitation of cold, hard,

James E. Plew of Chicago found
Valparaiso, and as he expresses
it-it was the End of the Rain-
bow for him. He was so ena-
moured with Valparaiso, and its
future that he has put his finances

The End of the
Page eighteen

On a considerable elevation above the water is this home of a Cleveland family.

behind it to make it grow even faster in the next three years than it has
the past three. And it will--because you will tell a friend and the news
will naturally spread around.
We who live here and know Valpiraiso's charm are sometimes a little
surprised at the suddeness On Bay Shore Drive is this costly home of a family
with which it makes appeal from Wichita Falls, Texas.
to strangers.
People come to spend the
day or the week with us
and at the end of the season
they are building their
Many a bungalow has
been built because a curious
passerby chanced to turn
in the city gate.

The R1d ot idi
Page nineteen

A Community of Homes

In a Beautiful Setting

And so we have today a
modern community in a won-
derful climate with innumer-
able natural attractions and
opportunities, backed by
enormous resources -offering
to those who wish it the finest
playground in the United
States, and to others business

Valparaiso has tempted
the owners of this home
even from beautiful
Washington (D. C.)

Still another Chicago
family own and occupy
this substantial and
roomy home on Bay
Shore Drive.

This bungalow gives
comfort and delight to
people from Rockford,

The End of the
Page twenty

and farming prospects, each
with an excellent future. You
can nail down your own home-
site here for yourself and fam-
ily-and you can see your
land mount in value faster
than it ever did before. This
property has increased in val-
ue ten fold in three years.
Who can tell how much it will
go in three years more? We
are through prophesying-we
just don't know.

"Seven Gables" has just
been completed. The
owners, a Chicago
family, are taking solid
comfort in their posses

The home of a family
from Cleveland. This
floral growth has taken
place in two months.

A typical Valparaiso
bungalow has charming
lattices and deep ver-

Th End of the
Page twenty-one

The Sportsman's Paradise

F ISHING at Valparaiso and in the near-by waters is excellent. The
Sman who enjoys casting finds ready sport in our streams and fresh
water lakes where the bass and trout lie waiting for the minnow.
There are parties going almost daily to the Gulf in motor boats specially
designed for deep sea fishing. They catch hundreds of pounds of red-
snapper, grouper, king fish, silver fish, red fish, mackerel and tarpon.
These fish run at certain seasons and guides always know what they are
going to fish for before they start out. They are prepared accordingly.
Mackerel run from April first to May fifteenth, king fish from May
fifteenth to July first. They weigh from eight to ten pounds each. Tarpon
run from June first to September and are three to four feet in length.
Red fish run from September to Christmas, even later in the bayous.
The Florida National Forest of some 270,000 acres surrounds the city of
Valparaiso and provides a perpetual hunting and fishing reservation for
the sportsman. There are only a few quite reasonable restrictions, prin-
cipally for fire prevention. We can think of few places which offer such a
variety of opportunities to the sportsman. There is scarcely any time
in the year when he isn't kept
For every inch of fishing
ground offered you by the usual
type of fishing waters we offer
you a mile.
If we were to tell you the
truth you would be sure to call
it a "fish story."

The expert caster finds many tests for his skill
in the numerous fresh water lakes and streams,
filled with bess and trout.

The and of the
Page twenty-two

A few hours hiug son
nets a hundred pounds
or more of this kind.

The Bad of the
14as -O
IC. e.,sn 4,m

Deer are still to be found in the silent depths of the great National Forest.

Duck Shooting and Turkey Hunting

H UNTING is a favorite pastime. In season, ducks of all kinds
fairly swarm to our lakes and bays. It is not unusual for parties
driving through the Forest Reserve to see a flock of wild turkeys-
as many as fifteen to twenty-five. These turkeys often weigh twenty to
thirty pounds so that the hunter who bags one or two is sure of a big
turkey dinner with plenty of hash besides. Deer are frequently brought
in by the hunter. They are sometimes shot almost within the city limits.
Only last Fall a fine young doe ran down Main Street to the Bay,

The End of the
Page twenty-four

In the fields around Valparaiso the call of the quail is a quite familiar sound.
In this picture, a big covey is being made ready for the broiler.

jumped off the dock and swam away! Squirrels
are plentiful and now and then a lucky shot will
bag a bobcat or a fox. Quail are everywhere.
A hunter with a good bird dog can have the ..
time of his life when the quail season is open.
All this sport is ours for years to come because
of the Florida National Reserve which surrounds
the city, covering an area of about 422 square

Back from a successful trip. .

The End of the
Page twenty-five

_r_ ____
~ul~da~"~i~~c~ii '~ ;~a~~:;-` '~- ~~qg~i~
rJieC~.-~CL~ -e .:~-~''~PT~I.~

View of the beach at Valparaiso.

Refreshingly beautiful is\
this strip of woods and
wide sweep of water seen
from Sunset Bay-look-
ing southeast.

Clean, sandy beaches and shallow water make swimming a pleasure-
and safe even for the youngsters.

The End of the
Page twenty-six

The Gulf near Valpraio afrta emrclat mrf hbhi
'^t *

Swimming and Surf Bathing

S WIMMING in the Bay is delightful almost every month in the
year. The beaches are sandy and in many places the shallow water
extends out as much as 500 feet. Surf bathing in the Gulf is a sport
that attracts many to the west coast. Motor boat parties go regularly
from Valparaiso to the Gulf for this exhilarating amusement,

Twelve miles of this water fontage in the City liits of Valparai o

Thke Rd of the
it I N a0
P"P ftpwdr_

The ninth hole of theVlpriso Golf Course Vlp By in the b
The ninth hole of the Valparaiso Golf Course. Valparaiso Bay in the back ground.

Florida's Finest Golf Course

G OLF will be a reality at Valparaiso soon-probably before this
booklet is printed. About fifty men have been laboring for months
to complete what is generally conceded to be the sportiest golf
course in the state. No two holes are alike. Nature has provided almost
unimaginable hazards-up hill and down dale, and across streams.
Experts have looked the course over and have pronounced it one of the
finest. It is quite unusual for Florida where the land is generally low and
flat. But here we have hills and streams-always looked upon with favor
by the golfer.

The End of the
Pae twerty-eht

The Country Club
The first and last holes of the golf course are right on the edge of the
Bay-where the ClubHouse will be located. The goler, tired and warm,
may come back to the Club House, takehis dip in the Bay-and then have
his dinner on the big, cool verandah overlooking the water. He may step
into his motor boat after dinner and glide over the smooth water to Choc-
tawhatchee Bay-or even to the Gulf. Rsh ah ideal 7coinaa6rsn f
pleasure! It is planned to have in connection with this cub, trap shoot-
ing, tennis, etc., and all manner of water sports.

T* e4 *. otf
30 **W<-

- II 1 ~21111111 _~JlpL~~rrrr r

Everyone should own a motor boat in Valparaiso.

Boating on the Bayous

BOATING at Valparaiso has distinctive delights. Here you may
ride for days in and out of lakes and bayous filled with luxuriant,
colorful tropical foliage-down streams where giant trees draped
with Spanish moss almost meet above your head. Or you may ride
to Pensacola on a smooth, protected
water way where Gulf storms never
reach you. Other towns may be
reached by water. Everyone coming
to Valparaiso should plan to have a
motor boat. While driving is beauti-
ful and delightful, life at Valparaiso is
scarcely complete without these allur-
ing trips across the bay or down the

A gay party on the
way to Pensacola.

The End of the
Page thirty

This blueberry farm near Valpariso is making a small formte for it ownr.

Farming and Fruit Raising

T O NORTHERN and Middle Western farmers perhaps the most
interesting feature of our farming possibilities is that we can use
our land twelve months of the year. As is the case with the greater
part of the South-Florida farms are not fully developed. Insficient
capital is the chief cause. Inexperience is a close second. The soil here is
generally light but with modern fertilizing methods will grow anything
planted. Fruits, especially peaches, satsuma oranges, figs, grapes, are
ideally suited to the climatic and soil conditions. All varieties of melons
thrive throughout the summer. Blackberries, dew berries, and blueberries
are indigenous to this section. When taken from their wild state and placed
in cultivation they grow by leaps and bounds. An ortiardin this vicinity

The Rad of the

Can't you hear them
cackle? And don't you
taste those eggs?

Shaded and sheltered by
the forest is this alluring
farmhouse near Val-

The End of the
Page thirty-two


Truck gardening near Valparaiso. Hundreds of watermelons and cantaloupes
ripening on this farm.
Napier grass growing at Valparaiso

contains forty acres planted to noth-
ing but blueberries. Some of these
bushes are fourteen to sixteen feet
high and yield 30 to 40 quarts of ber-
ries per crop. All berries grown in
this manner are sold on contract
before being picked and shipped to
the North and East. Sugar cane
flourishes here, as of course, it should.
The accompanying photographs
give an idea of what is being done
with this product in Western Florida.
With the protection afforded this
crop by the Federal Tariff laws-it
is always a profitable grower. Na-
pier grass is perhaps the most spec-
tacular product of tlils section. It
grows profusely, givig about four

The End of the
Page thirty-three

Japanese cane near Valparaiso. Showing remarkable growth, common in west Florida.

crops-head high-per year. For stock raising it has proved itself essen-
tial to the progress of the South. An official government analysis shows
the food content to be about the same as that of alfalfa. The making
of Napier Grass meal should be an extremely profitable industry here.
Land suitable for Napier Grass farming may be had near your home-site
in Valparaiso at quite reasonable prices and terms. Poultry raising is
especially profitable because chicks may be hatched every month in the
year. Truck farming is profitable to farmers of this region. Several
communities furnish an excellent market for this produce. Each home-
site carries enough area to allow a man to raise his own vegetables if he
wishes. An experienced farmer with sufficient capital to put in his crop-
or set out a small orchard-will have a profitable investment from the begin-
ning. More detailed information will be furnished on request.

The End of the
Page thirty-four

A pecan grove-always a lucrative investment-flourishes in Florida soil.
These trees were planted two and a half years ago.

Hotel Accommodations

Visitors will find comfortable and commodious quarters at the Bay
Shore Hotel. The site of this hotel is probably the prettiest in the South.
The veranda overlooks Sunset Bayou, Valparaiso Bay,-and beyond to
Choctawhatchee. Excellent meals are served and the hotel is well known
in this section for its special fish dinners. The Sunset Apartments are
up-to-date in every respect. Two and three room furnished apartments
with bath may be had by the day or week. Reservations may be made
through the Bay Shore Hotel or the Valparaiso Realty Company. You
are always comfortable in Valparaiso.

The End of the
Page thirty-five

Unique i desi and coarctioa, thi pubicchod l building a oa of the finest in the county.

Educational Opportunities

at Valparaiso
Valparaiso has a first class grade school with good teachers and one of
the finest school buildings in the county. The Valparaiso Chamber of
Commerce and the Valparaiso Woman's Club are very active in the
promotion of educational advantages in the city and through their efforts,
Valparaiso will have this Fall, a Junior High School with competent
instructors. Next year, we are promised a new school building and com-
plete high school courses.

The Community Church
The community church has proven very successful and funds have been
subscribed for the erection of a new building. Plans are being made by a
local architect and the construction of the building is expected to start as
soon as the building committee passes on the plans and specifications.

The lad of the
Page thirty-six.

Business Opportunities
T TALPARAISO is a young community hubblingwith energy and
initiative. There is a difference between a "boom" city which relies
on artificial props, or on'a paper oil-well, and a fast growing com-
munity built on a substantial bass. "Bom" cities make and low fabu-
lous fortunes-and then it's over. In a young city of workers where the
foundation is laid-business and commerce grow steadily and surely along
profitable but conservative lines. We have up-to-date stores and store
buildings. We have two mode office buildings. We are fortunate in
having a new ice plant. We had our electric lighting system and power
plant within two years after the city was begun. The raw materials and
the actual beginnings of several industries are actually present awaiting
a small amount of capital to exploit and develop them. Boat building is
now quite active but facilities are inadequate even for the local demand.
One large company in the fishing business is shipping Red-snapper,
Spanish Mackerel, Blue fish, and other kinds-tons of fish to the North
and East daily. Canning factories for the fruit, berries and fish of the
section are badly needed. Wood manufacturing industries have the raw
material right at the door. Weaving and crafts have a small start
already. Feed mills must soon come in to take care of the grinding of
feed raised in the neighborhood. Along educational lines, our site and
climate make Valparaiso a most excellent location for a boys' private
school. All these things and many others will, within a short time,
return excellent profits to those who will take the opportunity offered.
If in connection with establishing your home here you wish to invest
a small amount of money in your own business-you have innumerable
opportunities to do so.. The construction of houses, mercantile buildings
and the like, is proceeding rapidly. We always have on hand a list of
shops, stores and other commercial enterprises which have a future for
the right man. Or you may write the Valparaiso Chamber of Com-
merce for this information.

T Ba. o f te
aA wasiW

Where woodland and waters meet.

Your Home on Valparaiso Bay
You may have made up your mind that you will establish your home
here and come at once to live the remainder of your days in solid comfort.
Perhaps you have arrived at one of the following conclusions:
You have business connections that make it impossible for you to be here
the year round. Hence you have concluded that you will have a cozy little
bungalow here on the Bay, where you can come any time winter or summer
for a few months and hunt, fish, swim, and play golf. Where you can
entertain your friends as they were never entertained before. Valparaiso
is quickly and easily accessible from almost any point in the U. S.
Or you have concluded that you can't see your .way clear now to
build a home here, but you can see the time when such a thing will be pos-
sible and before home-sites soar to almost a prohibitive price as they have
in other Florida resort cities, you want to select one now and pay for it
as you go along, if such a plan is possible.
Knowing this, we are in a position to sell you a home-site in Valparaiso
on very easy terms. We have worked out a plan whereby you can in all
probability finance your purchase in large part through a local bank.
In such cases, three years is the usual time given in which to complete
payment. We ourselves will offer you terms extending over a two year
period. Write the Valparaiso Realty Co. for maps and other particulars.

At the End of the
Page thirty-eight

At. the End of the Rainbow

-The Treasure

As the rainbow after the storms of life-the golden light
that smiles with promise-
Like your air castle made real-your drean-come true
-is this lome in the pines of Valparaiso.-
A treasure-in truth-at the rainbow's end!
"And where the treasure is there will the heart be also."

Lawn, shrubs and parkway shade trees produced in two year

At &So Uin.f8




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