Jacksonville, Florida's dominant city

Material Information

Jacksonville, Florida's dominant city
Jacksonville, Fla -- City Council
Place of Publication:
Publication Date:
Physical Description:
31 p. : illus. ; 23cm.


Subjects / Keywords:
Industries -- Florida -- Jacksonville ( lcsh )
Economic conditions -- Jacksonville (Fla.) ( lcsh )
local government publication ( marcgt )
non-fiction ( marcgt )


General Note:
"A digest of basic reasons why Jacksonville offers superior opportunity to business and industry."

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:
022513435 ( ALEPH )
01820828 ( OCLC )
AAQ4584 ( NOTIS )

Full Text

Summary of Industrial and Tansportation Advantsges o dti
Southemt's Doiut Port City



amcltrr of
City Conn
itt. ph.^^^^^^^^^^^^^^^^^



Summary of

Industrial and Transportation Advantages of the
Southeast's Dominant Port City


klet is pub-
authority of
rising Corn-
SCity Coun-
;onville, Fla.


This booklet presents a digest of basic
reasons why Jacksonville offers supe-
rior opportunity to business and industry.


Florida's Dominant City

The City Council of Jacksonville authorized and
paid for this booklet. Published under super-
vision of City Council's Advertising Committee.

* Dayand night the wheels of industry and
commerce hum their merry song oF prog-
ress as Jacksonville's manufacturing de-
velopment and domestic and foreign
trade outlook show ever brighter promise.


The Capital City of a Growins
Trade Empire

A MIGHTY PORT: Seen from the air Jacksonville presents a great span of deep chapel water
frontage adequate to meet the needs of a vast foreign trade.

A Glimpse of Opportunity to Challenge

Men With Vision

INCREASINGLY the economic trend is
Southward toward development of
America's most livable and most produc-
tive regions; toward principal sources of
raw materials; toward points more central
to new and expanding Southern markets;

toward locations strategic in the coming
competition for Latin-American trade.
Men of vision are establishing their in-
dustries and their commercial ventures in
Jacksonville, Florida, now, cultivating a
responsive existing market and laying
foundapns for the inevitable domestic
and export business that Jacksonville, by
reason of its commanding geographical
position, will dominate.


The manufacturer is prompted by only
one motive in moving plants or establish-
ing branch factories. .. the profits his
business can make from a better location.
Compelling economic proofs are the only
arguments that will convince him.
Jacksonville has economic proofs in
plenty to present to the industrialist and
business executive in support of its claims
to manufacturing and market supremacy
in the Southeast.
A recently completed economic survey
of Jacksonville, made by a nationally
known economist, shows that special op-
portunity exists in Jacksonville for:
Tobacco manufacture
Tung oil refining and related industries
Chemical industries
Glass manufacture
Canning and preserving of vegetables,
citrus and other fruits, seafoods
Wood products.. furniture
Shoe manufacturing. leather pro-
Flavoring and foodstuffs manufacture
Confectionery products..'. sugar
Airplane production

omse for Florida and Southeastern Georgia trade,
acksonville needs and has huge warehouses for
storage and distribuion of goods.

A BUSY CITY: Jacksonville is thundering with
traffic and alive with the vitality of growth stim-
ulated by its expanding trade area and its posi-
tion of dominance in Florida.

Bakery, hotel and restaurant equipment
Medicinal products, herbs and oils
Flour milling
Paper making
Jacksonville is the Southeastern corner
of a great triangle of wealth an'd popula-
tion. Picture a line drawn from Jackson-


I -

ville to New York; another from Jack-
sonville to Chicago; and still another con-
necting New York and Chicago.
' Within this tremendous triangle are im-
prisoned more than half of the wealth
and two-thirds of the population of the
United States.
Jacksonville is the Southeastern door-
way to this storehouse of wealth and op-
portunity. Virtually the entire area in-
side the triangle is within twenty-four
hours of Jacksonville by train; within
half that time by plane.

MODERN METHODS: Rai facilities extend
to shipside at the hge docks, affording rapid
transfer of export and import cargoes at sinm

Jacksonville has ample transportation
facilities giving.ready accessibility for do-
mestic shipments and imports to all points
within this huge funnel-shaped trade ter-
ritory, by rail, highway and air penetra-
And Jacksonville is the logical focus
for the Latin-American exports from this
entire region. A completely sheltered port
is one of Jacksonville's chief assets.
Through it annually goes enough traffic
to rank this city as ninth in importance
among Atlantic ports.
Ample dockage and warehouse facili-
ties nicely complement Jacksonville's ex-
cellent rail and highway facilities.
Further, and also because of its geo-
graphical location, Jacksonville is rapidly
becoming an important aviation center.
Its municipally owned airport is rated as
first class by the United States Govern-
ment and from it daily go north and
southbound cargoes of mail, passengers
and freight.

i TROPICAL BEAUTY: jacksomwile's prks ae
quiet havens of rest in a setting of tropical love-
line. Thisis ia glimpse of Hemaing Park in the
heart of the city.


A plentiful and contented labor supply;
adequate transportation facilities; near-
ness to raw materials and to markets; de-
velopment of export trade and advan-
tageous freight rates have been instru-
mental factors in Jacksonville's growth.
In relation to the great triangle of pop-
ulation and wealth, Jacksonville is the
Southeastern doorway. In relation to
Florida, Jacksonville is literally the front
Long the gateway to Florida's resort
playgrounds, Jacksonville also dominates
Florida from manufacturing and distri-
bution standpoints. All Florida looks to
this city for its industrial, commercial
and financial leadership.
Jacksonville is an alert, progressive, am-
bitious city. It is a delightful city in
which to live; a city of homes, churches
and good schools. It is clean, healthful
and beautiful. Its climate is ideal in sum-
mer and winter.
Jacksonville challenges the manufac-
turer and business executive to consider
its claims.

colonies on the north to the settlements
at St. Augustine and New Smyrna
crossed the St. Johns river at a point
which is today the foot of Liberty Street
in Jacksonville.
Today the same influences of location
and convenience still bring ever-increas-
ing trade, industry and population to this
Naturally in contemplating the indus-
trial possibilities of Jacksonville it is
necessary to view it in its true perspec-
tive as a key center in the growing em-
pire of the Southeast.
Throughout this booklet this perspec-
tive has been maintained so that execu-
tives studying Jacksonville with an eye
to its commercial and industrial possi-
bilities may look beyond the narrow con-
fines of a city and so base their deduc-
tions and decisions on the broader and
more substantial facts brought out by
this relation of a dominant, developing
city to a region rich in resource and

For more than 100 years Jacksonville
has been recognized as a critical point in BUSINESS HEART: Framed by the huge girders
communication and trade. As early as of the St. Johns River bridge, Jacksonville's tall
1765 the foremost travel trails from the office buildings loom impressively against the sky.



FROM THE AIR: The flier sees acksoville's siness district as compact, well aid-ost ad
convenient with bk ots, otels, stores and theater clustered cely.

Contented Labor---A Basic Necessity for

the Industrialist .

A N AMPLE supply of contented labor
is one of the basic elements in de-
termining the location of a new industry;
of a branch of an established industry, or
of relocation of an old industry.
Jacksonville has such a labor supply.
In the ranks of Jacksonville's workers the
manufacturer can find skilled and un-
skilled, white and colored workers in suf-
ficient number for his plant operation.
Approximately 8,700 men and 2,100
women are employed at present in Jack-
sonville's manufacturing plants. About
half of these are classified as skilled. These
figures include industrial plants only.
Wages paid vary with the work. The

average weekly wage paid to skilled
workers is $27.54; to common or un-
skilled labor, $17.53.
In the building trades the wages are
governed by the type of work performed.
The following average hourly wage rates
were compiled from questionnaires re-
turned by local construction men during
preparation of Jacksonville's Industrial
Carpenters, 60 to 80 cents; hod-car-
riers, 25 to 40 cents; painters, 60 cents to
$1; steam fitters, $1 to $1.25; machinists,
60 cents to $1; cement finishers, 40 to
75 cents; skilled labor, 25 to 30 cents;
concrete mixers, 25 to 30 cents; moulders,
70 to 75 cents; border makers, 70 to 75
cents; pattern makers, 80 cents; plasterers
and bricklayers, 75 cents to $1.25;


plumbers, $1 to $1.25; electricians, $1.12
to $1.25; structural iron workers, 75
cents to $1; form setters, 60 to 80 cents;
structural steel workers, 75 cents to $1;
construction foremen, $40 to $60 per
Cost of construction types, in general,
is given in the following listing:
Mill type: brick walls, heavy timbers
with sprinklers, lighting, etc. per
square foot, $1.60 to $2.
Reinforced concrete: flat slab or beam
and girder construction. per square
foot, $3 to $3.25.
Structural steel: steel columns and
beams, wood joints and floors; average
three stories. per square foot, $3.25
to $3.50.
Structural steel: fireproof construction
.... per square foot, $3.25 to $3.50.
One-story 'building: steel roof trusses,
steelcolumnd, sheet-iron siding, composi-
tion roof . per square foot, $1.25
to $1.75.
Cost of average one-story, four to six
room cottage or home:
(a) Brick, per square ft. $2, $2.50, $3.
(b) Concrete, per square foot, $2.15.
(c) Wood, per square ft., $2 to $2.25.
As a whole, Jacksonville is an open shop

LUMBER PORT: Jacksonville is the largest lam-
ber market on the Atlantic Coast, shipping mil-
lions of feet of Florida lumber throughout the
world each year.

TO WORLD MARKETS: Argosies of trade leave
Jacksonville daily bound for the marts of foreign
nations. Time and labor saving equipment fa-
cilitates loading.

city. The Associated Industries of Flor-
ida, an organization of local industries,
acts as a clearing house in adjusting the
relationship between labor and industry.
Labor is organized in the building and
mechanical trades, plumbers, steamfitters,
printers and railroad services.
The figures cited for Jacksonville's in-
dustrial employment cover 243 produc-
ing, active plants, employing approxi-


mately 10,000 persons for a payroll of
about $10,000,000 a year.
Supplementing these plants are others
not classified such as the municipal water-
works and electric plant, the newspapers,
the railroads with their 4,000 local em-
ployes, the banking houses, and other or-
ganizations employing large groups.
Florida has no workmen's compensation
law but it does have a child labor law.
The chief provisions of this law are:
(1) No child under fourteen years of
age shall be employed in any mill, factory,
workshop, mechanical establishment or
(2) No child under sixteen years of
age shall be employed in any of the above

QUICK DISTRIBUTION: Dimersifie Md d :.f
a large territory require jacksmll to mntai
facilities for quickly serving its thibMary cm.

unless he possesses an employment cer-
(3) No child under sixteen years of
age shall be permitted towork more than
six days in a week nor more than 54 hours
in a week nor more than nine hours in
a day.
Copies of this statute may be obtained-
from the Secretary of State, Tallahassee,
The Jacksonville worker is contented
with working and living conditions of
high character.
In few other parts of the nation is it
possible for the working man to live so
comfortably for so small an expenditure
for living costs.
The necessity for heavy clothing, large
fuel bills, and other expenses incident to
a cold climate is absent in Jacksonville.
The number and size of individual
savings accounts in Jacksonville's banks;
the number of home owners among the
laboring class and the general satisfaction
that exists among the workers are evi-
dence of the attractiveness of Jackson-
ville's working conditions.

CIGARS: Jacksooille has several ciga fctri,
among them the largest idiidl cir plant in
the Seth with a capacity of 450000 cigars daly.


The manufacturer coming to this city
will find with little difficulty skilled
workers in many lines. Some are now em-
ployed in local factories in the branches
of industrial endeavor that new industries
might offer.
Many skilled men are available for in-
dustrial employment who are now em-
ployed in other lines of activity. These
workers have established themselves in
Jacksonville, held here by advantageous
living conditions and the pleasant cli-
mate and have drifted into occupations
other than those for which they were
This condition of an ample, contented
labor supply is of paramount importance
to industrialists who have suffered heavy
losses through strikes, shutdowns and la-
bor trouble in regions where discontented
labor constitutes an economic hazard that
must be considered whenever a program
of expansion or development is projected.
Very little of Jacksonville's available
labor supply is foreign born. A prepon-
derance of the workers are natives of the
Southeastern states while those who have

FORD PLANT: The Ford Motor Company has
06i Jacksonville an advantageous location for
64e W its huge assembling plants from which it
serves a wide territory.
i ;

CONSTRUCTION: Extensive structural and high-
way operations are under way constantly as Jack-
sonville keeps pace with its rapid growth.

come from other portions of the country
are, on the whole, American-born.
Lack of unrest in the ranks of Jackson-
ville labor may be attributed to generally
satisfactory working conditions, a com-
fortable climate, low living costs and
taxes and the generous recreational oppor-
tunities available to persons in all walks
of life.


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RAIL TERMINALS: Four railroad truk limes comege in jacksonille gig superltire freiht sad
paierngr vice to all America peats.

A Rich, Year Around Market Peopled by

Responsive Spenders

MARKETS are the magnets that draw
Jacksonville has a rich local market in
the 500,000 persons within its 100-mile
radius; a still richer market in the South-
eastern states which can be served most
advantageously from Jacksonville because
of transportational and geographical ad-
vantages; and still another of untold pos-
sibilities in the great triangle of popula-
tion and wealth to which it is the South-
eastern portal.
Economical production and advanta-
geous distribution are determinants of the
size of any industry. Large manufactur-
ing organizations, aware of this, are be-
ginning to decentralize into smaller units
located more strategically close to the
sources of raw materials and the con-
suming markets. They are thus able to
manufacture and distribute more eco-
More than 9,000,000 persons live with-
in the area that is defined as the South-

eastern States ... Florida, Georgia, Als-
bama, and South Carolina. This popula-
tion has an income estimated at approxi-
mately $3,160,000,000.
Florida, the market most completely
dominated by Jacksonville, contributes
nearly one-fourth of this spendable in
come to the Southeast's total.
The Southeast is characteristically an
American market. It contains the small-
est percentage of foreign population of
any like area in the United States. And it
has shown since 1840 the greatest pro-
portionate advancement per decade of
any similar area.
This area has a population as great or
greater than the combined populations
of Missouri, Kansas, Nebraska, and Iowa.
Its population is greater than the com-
bined populations of Maine, Vermont,
New Hampshire, Massachussetts, Con-
ndcticut and Rhode Island-of all New
The tremendous development and
growth of the Southeast, especially the
region within 250 miles of Jacksonville
is of the utmost interest to the manufac-
turer who is seeking new fields and whose


product falls within the classifications
to which this territory is adapted; to the
wholesaler and to the retailer.
While portions of this territory are
shared with other cities, most of it con-
sidert Jacksonville as its primary center.
Jacksonville's immediate trade terri-
tory includes 40 Florida counties and 16
in Georgia. However, branch factories,
branch distributing offices and regional
headquarters in Jacksonville serve all of
Florida, much of Georgia, eastern Ala-
bama, South Carolina and Cuba.
Within its 100-mile trade radius Jack-
sonville serves a population of 325,000. It
is significant that more than 21% of
Florida's income tax returns originate
within this area; that 30 per cent of Flor-
ida's passenger automobiles are owned
within it; and that nearly 40 per cent of
the total value added by manufacture
during 1929 was within it.
Retail outlets are of vital importance
in' distributive systems and executives
and managers seeking new locations for
jobbing, district offices, plants or ware-

houses are deeply concerned in the num-
ber and character of retail outlets the
market area affords.
The immediate Jacksonville trade area
composed of 40 Florida and 16 Georgia
counties is characterized by diversified in-
dustries and resources.
It is devoted primarily to agricultural
pursuits such as the production of celery,
lettuce, strawberries and other truck, to
the cultivation of tobacco, watermelons,
nuts, citrus fruits, stock raising and
dairying. There are also extensive lum-
bering and naval stores operations, fish-
eries and manufacture.
It has often been said that Jackson-
ville's future depends upon exploitation
and development of its port. To this
should be added similar exploitation and
development of this wealthy back coun-
The rural sections of this Jacksonville
trade area are well worth investigating
from a marketing standpoint.
A vast quantity of products pours
forth annually from this storehouse of

E NEW INDUSTRY: National man-
ufacturers hasten to meet the de-
mand created by new uses for
Florida products.

manency of construction tells the
stor' of industrialists' belief in
lacksonmlle's future.


panies as Linde Air Products and
the Liquid Carbonic Company use
Jacksonville for regional distri-

BEAUTY, TOO: Industrial plats
in Jacksonille often ave a set-
tig of natural charm to lad dis-

riches and a vast amount of money paid
by the world for these products returns
to it.
The purchasing power of this market
is kept at its considerable height by a
consistent and increasing demand for its
widely diversified products. Even during
years when prices for some of these com-
modities are below normal, the varied
yield of the territory is such that pros-
perous conditions are maintained by other
commodities which support the general
income level.
Further, the seasonal variation of these
products is assurance of a steady year
around income for this market.
One cannot review and analyze the
possibilities of the Southeast and especially
the territory that is tributary to Jackson-
ville without appreciating that this is an
empire of unrealized resources and in-
creasing opportunities.
No longer is this region dependent up-
on other parts of the country for all of
its commodities. Instead it is now pro-
ducing and manufacturing not only for
itself but for the rest of the world.

Florida's population has tripled within
the past 20 years. Its annual value in
manufactures has increased 20 per cent
within two years. The rate of increase in
motor vehicle registration has been much
greater than for any other state in the
South. Florida has, since 1910, had more
new railroad construction than any state
in the South.
Considered as a whole the Southeast
offers a fertile, attractive market for
every commodity in use today. Jackson-
ville's trade territory is one of the richest
in this Southeastern region. It is a trade
territory that pays rich rewards to those
manufacturers and distributors who have
the vision to thrust boldly in to seize its
Individual purchasing power within
this region is mounting and an advancing
scale in living standards is creating a
demand for new products that will sat-
isfy this developing desire. Those that fall
within the luxury class, especially, are
meeting a ready response from this mar-
ket which is well able to buy and will
bay when properly approached.


CLYDE LINE: For many years Jacksonville has been one of the important freight and passenger
terminals of the famous Clyde Steamship Company

By Rail -By Air -- By Road -- By Sea

to All World Marts

D EVELOPMENT of industrial and mar-
keting centers in the United States
has been largely influefnced by transporta-
tion facilities. Many localities have de-
veloped industrially because of adequate
transportation alone. Industry has flour-
ished where railroads converged or where
rails met tidewater.
Just such a location has Jacksonville
with rail lines converging to meet a port
of world importance, with highways ray-
ing out to penetrate a vast and produc-
tive territory and with a rapidly develop-
ing aerial commercial service.
With these transportation facilities,
Jacksonville is one of the most accessible
cities in the nation.
Two-thirds of the population of the
United States are within 36 hours of
Jacksonville by train.
New York City is 24 hours by rail;
Chicago, Detroit, St. Louis and dozens of
other large cities within the nation's rich-
est region can be reached from Jackson-
ville within 36 hours,
Significant from the industrial -and

marketing executive's viewpoints are the
facts that 36,000,000 persons reside and
work within 24 hours of Jacksonville and
that 57,000,000 are within 48 hours.
This live, accessible market will be a vital
factor in development of Latin-American
trade.... through Jacksonville.
This growing Southeastern- metropolis
is served by four trunk line railroads ....
the Atlantic Coast Line, the Seaboard Air
Line, the Southern and the Florida East
Coast Railways which give Jacksonville
national rail coverage.
Since 1924 each of these systems has
made extensive improvements to its hold-
ings in the Southeastern territory in an-
ticipation of the inevitable development.
Lines have been extended, double tracks
laid, terminal facilities provided, storage
yards built, and new rolling stock and
equipment added.
The Jacksonville Terminal Company,
owned jointly by the major rail lines, op-
erates the terminal facilities which in-
clude all tracks and property at the Jack-
sonville Terminal Station with the ex-
ception of two Seaboard tracks.
Each of the major lines, the Terminal
Company and the Fruit Growers' Express


Company maintain division, district or
terminal offices and facilities as well as
large machine and repair shops and yards.
I Jacksonville's terminal station is out-
standing for its type. It was constructed
meet widely variant seasonal demands.
during the peak of the winter season,
nuary to March, about 112 passenger
ins enter and leave the station every
day. Nearly 100 of these are heavy, long-
distance Pullman trains from Chicago,
"4ansas City, New Orleans, New York,
uebec and Boston to which direct Pull-
man service is operated from Jacksonville.
The station will accommodate as many
S25 trains and 5,000 persons an hour.
nthe average day 8,000 passengers pass
through, but from November to April
the average is 11,500 to 15,000.
The city owns and operates the Munic-
ipal Docks and Terminal Railway which
connects with 'the lines of the principal
railroads, making the waterfront termi-
nals completely accessible to all carriers.
information concerning freight rates
into and out of Jacksonville, switching,
handling and wharfage charges may be
obtained from the carriers or from the
Jacksonville Traffic Bureau.
The Jacksonville Traffic Bureau is
maintained by the City Council of Jack-

steship company which provides Jacksonville
wit luxurious coastwise passenger and fright
se -ice.

UNION STATION: Jacksonille ha the rgest
and finest pass r station santh of Washig-
ton, D. C. Twety-fie tracks are -ned for
passenger wsevie aflo

sonville and the Chamber of Commerce
and is located in the Chamber of Com-
merce Building.
This bureau is alert and watchful of
traffic needs and trends in this region and
is constantly at work tq improve Jack-
sonville's position from' a competitive
freight rate standpoint.
The distributor or manufacturer, most
vitally concerned with freight rates


with strong banks, great stores, theaters and hot
coffee plant. Lower right,'the modem factor

which directly affect his cost of produc-
tion and his distribution expense, finds
this bureau of inestimable value.
Tariff schedules, rate case decision rec-
ords and a vast quantity of data are on file
in the Bureau's office, available with the
services of its experts at any time to the
industrial or commercial organization
needing aid.
Jacksonville has favorable freight rates
for serving the Southeast and for advan-
tageous haulage of raw materials or pro-
ducts to Jacksonville for export.
Because of its strategic position as a
railroad and water terminus easily acces- two-thirds of the nation's popula-
tion within 48 hours, Jacksonville affords
unexcelled opportunities to the indus-
trialist and jobber. This is accentuated
materially by the comprehensive package


... 1 :

Srecognized fincialand commercial center of Florida
end hotels. Lower let, the big MAXWELL HOUSE
n factory of McPHA L'S CHOCOLATES, INC.

car and express service operated daily
from Jacksonville.
Rail lines operate daily package car
service into and from Jacksonville to and
from all terminal points in Florida, Geor-
S gia, Alabama, South Carolina and Ten-
nessee as Irell as from the larger metro-
S politan centers east of St. Louis and Chi-
cago. I
Two railroad express companies, the
Railway Express Agency, Inc., and the
Southeastern Express Company, operate
from Jacksonville. The former company
operates on 75 trains in and out of Jack-
sonville daily over the Atlantic Coast
Line, the S aboard Air Line and the Flor-
ida East Coast; the latter company over
10 trains of the Southern Railway Com-
S pany. The service provided by each of
these comp nies is eminently satisfactory.


The Jacksonville terminal of the Rail-
way Express Agency, Inc., is the largest
individual express terminal in the world
and cost more than $1,000,000.
Just as Jacksonville is a strategic rail
center, so is it the center of a rapidly
growing but and truck system. Excellent
highway facilities to all points of the
compass serve to widen the Jacksonville
trade area and to permit excellent truck
and bus service to and from this city.
Jacksonville has telegraph and tele-
phone connections with the entire United
States, Canada, Cuba and Europe through
the services of the Southern Bell Tele-
phone Company, the Western Union Tel-
egraph Company and the Postal Tele-
graph Company.
Jacksonville, because of its outstanding
advantages of rail, water, highway and
air transportation facilities, is the most
significant center in the Southeast and
one of the most important in the South.
Not only does Jacksonville afford a
far-reaching rail service to all parts of
the nation but in conjunction with its

port facilities it offers an export and im-
port service comparable to that of any
port along the Atlantic Seaboard. It has
some marked advantages over New York,
Baltimore and Norfolk.
With modern terminal services, with a
completely accessible industrial and wat-
erfront district and with a growing mar-
ket, Jacksonville has much to offer the
prospective industrialist.
A comprehensive package car service
operates from Jacksonville into every
metropolitan area within the great tri-
angle of wealth and population, an at-
tractive arrangement for manufacturers
.and distributors who demand proximity
to the national market.
Jacksonville is favorably situated to
serve the nation. . and to develop
with the expansion of Latin-American
Every factor bearing on profitable de-
velopment of the rich Southeastern and
South American markets involves consid-
eration of Jacksonville as a logical manu-
facturing and distributing center.

quantities of canned and pre-
served tropical fruits are pro-
duced in such plants as the
East Coast Preserving Company's
shown here.

* *

cate perfumes and toilet necessi-
ties are made in this BoKay Per-
fume Company factory.


MUNI IPAL DOCKS AND TERMINALS: Milios of dollars i aval stor re -a o the cn-
modities handled annually throeh the muicipdy-ownd docks.

Str isht to the Heart of Latin American's

Mounting Commerce

TAC KSNVILLES commanding position as
an industrial and distribution centois
largely due to its happy location on .a
excellent sheltered harbor created by the
wide, 4eep reaches of the St. Johns River.
The harbor is 28 miles above the mouth
of the St. Johns river and embraces the
entire river from a point two miles be-
low the city to a point two miles above
it. A 0-foot channel connects the har-
bor with the sea.
The United States government has been
improving the St. Johns river since 1880
and annually provides maintenance funds.
Tide rages in the river are 5.3 feet at
the bar; 4.3 feet at Mayport, two miles
Supstream; and 0.9 feet at Jacksonville.
The government keeps the ship-channel
and all buoys and markers in excellent
The Oity of Jacksonville operates the
Municipal Docks and Terminals composed
of three piers. Piers One and Two
are 1,000 feet long from the bulkhead

line and are 260 feet wide. Pier Three is
1,000 feet long and 350 fet.wide.
A cotton warehouse and compress sup-
plement the pier. Covered sheds, storage
grounds and rail sidings occupy 144 acres
of land dedicated to municipal docks use.
A tremendous quantity of naval stores
is handled annually through the munici-
pal docks. Jacksonville is the second part
and trading center for rosin and turpen-
tine in the world.
There are 75 wharves and piers in Jack-
sonville in addition to the municipal
docks and terminals.
Twelve of these piers are owned by the
major rail lines, four by steamship lines,
three by the City of Jacksonville and the
remainder by private corporations or in-
Of the privately owned piers those of
the Commodores Point Terminal Com-
pany are largest, covering nearly 135
acres and having a 500 foot berthing
space parallel to the channel. Adjacent
is a grain elevator.
Good rail connections are available,
along the entire waterfront.,


A refrigerator-steamer loading a
cargo of oranges for delivery in
ports of Great Britain and Con-
tinental Europe.


men load a wide variety of car-
goes in Jacksonville for delivery
throughout the entire world.

The port is supplied with ample storage
space, several marine railways and dry-
docks for repair purposes and supplies of
fuel, either oil or coal, and soft water are
available. The riverfront and the marine
supplies district are both conveniently
close to the business and financial district.
The entire accessible to
highway borne traffic affording conven-
ient handling of freight from or to trucks
and cars at shipside.
Jacksonville's principal exports are
lumber, naval stores, metal scrap, citrus
to Europe by refrigerator steamship and
general merchandise; imports were crude
ol gasoline, fertilizer materials and
Jacksonville's advantage and value as
a coffee importing port may be seen in
the fact that coffee imports increased
from 2,000 tons to 14,000 tons of coffee
between 1923 and 1928. It is the most
important coffee port south of Baltimore.
As a port for the reception of gasoline
and fuel oil Jacksonville leads Tampa,
Key West, Pensacola, Mobile, New Or-

leans, Galveston, Houston, Savannah and
Frequent regular sailings are made from
Jacksonville to domestic and foreign
ports. Lines operate coastwise as well as
to England, Netherlands, Germany, Bel-
gium, Spain, France, Japan, China and
Latin America.
During 1928 the export and import
business between the United States and
Latin American countries nearly equalled
in volume the business with the Far East.
Every alert executive is aware of this
tremendous market in the West Indies,
Central America and South America and
should even now be planning to ex-
ploit it.
And Latin American opportunities can
be developed best from the port of Jack-
sonville. This city is the logical focus
for this commerce, an economical, con-
venient export port for goods produced
in the great triangle of wealth and popu-
lation; the logical concentration point
for imports to be distributed from Jack-
sonville through the same great triangle


SAnalysis of the Latin-American busi-
ness, the points of origin of exports and
the points of destination of imports
shows that Jacksonville is an advanta-
geous position for the shipper who is in-
terested in the most economical and di-
rect access to his foreign fields and for
the importer who is anxious to bring in
hi4 purchases as directly, cheaply and
quickly as possible.
IJacksonville has distinctly favorable
export rates. The Chicago packer, the
G steel manufacturer, and the Moline
plow maker can ship their products to
Lat-America more cheaply through
Jaksonville than through New York and
at !a considerable saving in time.
vacksonville has a mileage advantage
ov;r New York and other Atlantic ports
in makingg Latin-American shipments and
Jadksonville has facilities and accommo-
ndoubted opportunities exist in
Jacsonville for development of import
an export business. So important is this
port in the eyes of the United States De-
partment of Commerce that a district
office is maintained here.

.. .*~

Further, Jacksonville offers another
rich field in the manufacture of many
export commodities. For instance wheat
flour could well be milled here and ex-
ported; boots and shoes could be made
from hides imported from Argentina and
returned as finished products; meats could
be packed here and shipped. By the same
token, Jacksonville offers an opportune
site for plants to receive raw material
imports such as oil and sugar for refine-
ment before distribution to domestic
Growth of the South American trade
promises Southeastern and Gulf Ports a
new era of development and prosperity.
Jacksonville's situation with regard to
the West Indies and the east coast of
South America gives this dominant port
city a definite advantage over its sister
ports both for imports and exports.
Establishment of commercial air lines
to South America has opened up a new
field of opportunity with Jacksonville's
situation at the apex of the wedge of pop-
ulation and-wealth again an important
factor to the distributor using this new

Lumber stored at the Muicipal
Docks awaiting shipment o coast-
wise and tramp steamers.

NALS: Many and varied cargoes
move thrgh this great commer-
cial il which has mple
wharf nd rail facilities.


NAVAL STORES: Jacksonville is the second largest naval stores market in the world and maintains
extensive storage yards and tanks for turpentine and rosin.

Handy Sources of Raw Materials Lessen

Manufacturing Costs

JACKSONVILLE is peculiar in that it is
conveniently located, from the manu-
cturer's viewpoint, to raw materials
produced in many parts of the world as
well as locally.
No other American port is so well sit-
uated in relation to South America for
coffee manufacture, for example.
Jacksonville is as well situated in rela-
tion to Cuban sugar as is New Orleans.
Many other raw materials of foreign ori-
gin pour into Jacksonville for manufac-
ture because this city is well located in
regard to their producing centers.
Advantageous freight rates give Jack-
sonville dominance over all other Florida
cities in this class of manufacture.
The same factors give an advantage to
Jacksonville in manufactures from do-
mestic raw materials produced within
Jacksonville's trade area.
Some of Jacksonville's manufacturing
plants produce only for local consump-
tion while others avail themselves of the

strategic water and rail conjunction for
national and international distribution.
Among the raw materials produced
close to Jacksonville that can be econom-
ically converted into finished products
here are:
Tobacco grown in north Florida and
south Georgia. Jacksonville will almost
certainly become a tobacco manufactur-
ing and warehousing center because of its
location in relation to the new and ex-
panding producing areas.
Tung oil, product of the tung oil tree
and an important ingredient in manufac-
ture of high grade paints and varnishes.
Chemical raw materials such as tung
oil and naval stores, Cuban molasses for
alcohol manufacture.
Sand suitable for high grade glass man-
Vegetables of all varieties for canning
and preserving.
Citrus fruits and other tropical fruits
for preserving and canning and for citrus
Seafoods for preserving.


Shoe and leather goods, manufacturing
fiom imported hides.
SSugar from South Florida and the West
I dies.
IMaterials for airplane construction.
Medicinal products, herbs and oils.
iWheat and other grain for domestic
and export milling.
Paper making from Florida's pine tim-
Peanuts for various peanut products.
In addition to these raw materials pro-
duced near Jacksonville as a point of
manufacture and distribution, manufac-
turing plants already established in Jack-
sonille find it economical to bring in the
following materials from the designated
points of origin:
SSteel from Pennsylvania; flour from
Oklahoma; sugar, Maryland; cement,
Florida, Alabama; marble, Georgia; pa-
per,j Vermont and New Hampshire; min-
eralcolors, New York; cocoa, Philippine
Islands; coffee, Central and South Amer-
ica;l broom handles, Louisiana; creosote
oil, Germany and England; broom corn,
OklIhoma, Arkansas; arsenite, Mexico;
hardware, Ohio, Illinois, New York, Con-
KING EDWARD CIGARS: One of the most fa-
mous of 5-cent cigars is made i this factory
from tobacco produced largely in Florida.

OIL AND GASOLINE: Natiomaly known oi com-
panies store millions of gallons of l ad gasoline
in storage tank yards along the waterfront.

necticut; concentrates, Illinois, Maryland;
soda ash, Virginia; feldspar, North Caro-
lina; pig iron, coke, Alabama; canvas,
New York; tobacco, Florida, Cuba, Ohio,
Connecticut, East Indies; oak staves, Al-
abama, Tennessee, Arkansas; sulphur,
Iowa; guano, Peru; fertilizer nitrates,


Chile; alcohol, Georgia, Pennsylvania;
perfume oil bases, France; talc, New
York, Pennsylvania, Massachusetts; shel-
lac, New Jersey; malt, Wisconsin.
An indication of the diversity of man-
ufacture existing... and profitably. in
Jacksonville today is given by the follow-
ing list:
Automobiles, yachts, medicines, cigars,
canned citrus products, canned seafoods,
marmalades, guava jelly, brooms, paints,
mattresses, pine oil products, disinfec-
tants, metal products, perfumes, chemi-
cals, preserved flowers, paper and wood
boxes, fertilizers, candy and food products.
Jacksonville's desirability as a distri-
bution point for its wealthy and respon-
sive trade territory is clearly demonstrated
by the fact that such manufacturing
plants as the Ford Motor Company, Max-
well House Products Company, McPhail's
Chocolates, Foremost Dairies, Southland
Dairy Products, W. S. Quinby Coffee
Company, Swisher Cigar Company, Gon-
zalez and Sanchez Cigar Company, Liquid
Carbonic and Liquid Air Products Com-
panies, Swift & Company, Asiatic Petro-

leum Corp., subsidiary of the Royal
Dutch Shell Company, and other great
industries have been established in Jack-
Jacksonville's consumers of raw mater-
ials are 243 active manufacturing plants
having an annual productive value of
$70,000,000 and employing more than
10,000 wage earners whose annual pay-
roll aggregates $10,194,768.
These facts and figures are conclusive
evidence that Jacksonville is the manu-
facturing and distributing center of the
Southeast with industrial interests con-
stantly expanding but not confined to
any single product or narrowly limited
group of products.
New uses are being discovered con-
stantly for manufacturers from the abun-
dant raw materials available in quantity
in Jacksonville. And unending search for
new resources is uncovering new reser-
voirs of wealth annually.
Naturally the convenience of raw ma-
terials combines with Jacksonville's port
and freight advantages to bring about
marked economies.

manufacture is one of Jackson-
ville's principal industries. Fer-
tilizer materials are a large im-
port item.

Here are two of Jacksonville's
nine big fertilizer plants the
American Agricultural Chemical
Company (above) and Wilson &
Toomer Company (below).


I MUNICIPAL POWER PLANT: Abendant power is.geerted here at low cost for industrial,
commercial and home use. Capacity 50,500 k.w.h.

Adequate Cheap Power for Industry; Strong

Banking Institutions

A DEQUATE and cheap public utilities
service and adequate and progressive
banking institutions are two prime es-
sentials in development of any industrial
community today.
Jacksonville has both.
Nowhere else in America and in only
one other city in the world, Glasgow,
Scotland, has a municipally owned and
operated electric plant reached the stand-
ardsi of efficiency maintained by Jackson-
villd's municipal plant.
The city owns and operates the pro-
ducimg plant as well as the distributing
system. The principal generating plant
has t capacity of 50,500 k.w.h. Several
substations have been established in vari-
ous parts of the city.
Jacksonville has one of the lowest elec-
tric rates in the country, charging for in-
dust ial wholesale power inside the city:
3 cepits per kilowatt hour for the first
2,500 kilowatts; 2 cents for the next 10,-
000; 1% cents for the next 15,000; 1!%
cents' for the next 50,000, and 1'/4 cents

for all over 77,500 k.w. consumption per
Charges for industrial current outside
the city are: 4 cents for the first 2,500
k.w.h.; 2% cents for the next 10,000;
2 cents for the next 15,000; 1% cents
for the next 50,000; 1'/ cents for all
over 77,500 k.w.h. per month.
These favorable industrial and com-
mercial rates have resulted in a marked
increase in consumption of electrical en-
ergy for industrial, commercial and home
use during the last decade.
The plant's earnings turn a large sum
back into the city's general treasury fund
each year, making possible a lower tax
Crude oil is used exclusively as fuel at
the light plant. It is obtainable inexpen-
sively in Jacksonville, imported from Lat-
in-America and stored here.
The city's water supply is also owned
and controlled by the municipality. All
water is derived from artesian sources.
-Twenty-one city owned wells are in-
cluded in the system.
In quality Jacksonville's water is clear,
hygienically pure but hard.


Jacksonville rates high in the efficiency
of its fire department. Fire protection of
first order is provided throughout the city
with special service in the business and
industrial sections. A powerful fireboat
gives fire protection along the river front.
The Southern Bell Telephone Company
maintains its state headquarters in Jack-
sonville and the Western Union and Pos-
tal Telegraph Companies have large of-
fices here.
Gas for domestic and industrial uses is
manufactured by the Jacksonville Gas
Company. Its net rates: First 200 cubic
feet, $1; next 4,800 cubic feet, $1.70 per
M. cubic feet; next 5,000 cubic feet,
$1.60 per M.; next 5,000 cubic feet,
$1.50 per M.; next 5,000 cubic feet,
$1.25 per M.; next 30,000 cubic feet,
$1.10 per M.; next 50,000 cubic feet,
$1.00 per M.; all over 100,000 cubic feet,
90 cents per M.
Transportation within the city is pro--
vided by the Jacksonville Traction Com-
pany in Jacksonville and the South Jack-
sonville Municipal Railways in South
Fares are 10 cents straight but tokens

CITY-OWNED AIRPORT: Modern and com-
pletely equipped with three runways hangars,
machine shop and night lighting facilities, it has
a first class rating.

haven overlooking one of the busiest corners of
Jacksonville's financial district.

are sold for 7 cents each and by the pur-
chase of a weekly pass the average car
rider obtains street car service at a fare
estimated at 4 cents.
In finance, Jacksonville is Florida's
stronghold. Not only do its financial in-
stitutions afford service to business and
industry in Jacksonville's immediate ter-


rit~ry buit also, through affiliated banks,
they serve a large part of Florida.
The Federal Reserve Bank of Atlanta
maintains a Jacksonville branch through
wlich all Florida and Cuban-American
business clears.
Jacksonville's banks reflect the sub-
stahtial, sound growth of this rapidly de-
veloping frontier. Combined deposits rose
fromn forty millions in 1918 to seventy-
eight millions in 1928, showing clearly
Jacksonville's rise to financial eminence.
the three national banks and one trust

WATERWORKS PARK: The larger Imdigs are
the central pumping station and electric sub-
station. WJAX, municipal broadcasting station,
and tourist center on left.

company provide trust service. Each bank
also maintains an investment and bond
department with direct wire service to
New York.
Several members of the New York
Stock Exchange operate branch offices
and boards in Jacksonville affording di-
rect and quick service between this city
and the nation's trading centers.
Another indication of Jacksonville's
commercial growth is to be gleaned from
the annual postal receipts which increased
from $687,138.00 in 1918 to $1,060,543
in 1928.
Jacksonville is a city where the amount
of money orders cashed far exceeds the
amount placed in orders.... an invari-
able sign of a "control" community serv-
ing and drawing money from the sur-
rounding area.
In these three vital elements-power,
public utilities and finance-Jacksonville
is well prepared to meet any demands that
progress can impose.

WATER SUPPLY: acksonville's water suply
comes from artesian ws owned by te city.
The water is hygienically pure and health.


MEMORIAL PARK: This is the most beautiful of Jacksonville's 70 parks. It is dedicated to World
War heroes and overlooks the St. Johns river.

A Happy, Healthy Home City Where

Contentment Dwells

ACKSONVILLE is located in about the
same degree of latitude as Houston and
New Orleans and in the same longitude
as'Cleveland, Ohio, and Augusta, Ga.
Government records for 46 years show
an average annual temperature of 69.2
degrees which closely approximates the
so-called "health temperature" of 68 de-
Jacksonville's winters are mild and
temperate, free from the extreme cold of
the north yet brisk enough to be invig-
Summers in Jacksonville are always
tempered by constant and cool seabreezes
sweeping in refreshingly from the Atlan-
tic Ocean. Extreme heat is as unknown
as is extreme cold.
A 20-year record shows that the su
shines in Jacksonville 64 per cent of the
time. Annual precipitation averages)
50.69 inches of which more than 50 pet
cent is in the period between June and
Of course Jacksonville's climatic con-

editions mean that residents of this city
spend less in fuel and heavy clothing bills;
that their existence is uncomplicated by
cold weather, snow, and ice and the at-
tendant ills and discomforts they cause.
Living Conditions Afect Industry
Successful industrial plant operation
must take into consideration all factors
that bear upon the human element of
To the conscientious executive living
conditions, educational, recreational and
religious opportunities and general social
conditions are subjects of prime impor-
tance in deciding on new plant locations.
Without an adequate supply of con-
tented labor living in a pleasant and
happy environment, the advantages of
market and transportation lose much of
their weight.
Jacksonville is a city of homes. The
dwellings of the laboring classes and of
the salaried classes reflect a spirit of con-
tentment and pride. Single family dwell-
ings predominate although in late years
many duplex dwellings and large apart-
ment houses have been constructed.


Families may reside in comfortable
hoes with their own gardens producing
fruit and vegetables and yet be within a
short ride by trolley or auto of their
places of employment.
Schools and Churches Are Important
Schools and churches wield powerful
influence in the living and moral condi-
tion of any city.
Duval County's (Jacksonville's) school
systten is modern in character and is con-
ductbd in accordance with approved
school management principles. It is re-
gard!d as excellent in every department.
During 1929 the total school enroll-
ment for Jacksonville showed 19,447
whit4 pupils and 8,683 negroes; rural
whit<, 2,293; rural negro, 1,487; total,
Jacksonville has two senior high schools,
two junior high schools and twenty ele-
mentiry schools. There is one combina-
tion senior-junior high school in South
Jacksonville. The county also operates a
part-time school and a night school.
In addition to the public schools are
nine private kindergartens, five private

jACKSONVILLE'S BEACHES: This incomparable
driving and bathing strand stretches away for 30
miles to St. Agustine. The beaches are poplar
year around.

CHARMING VISTA: The busine district gami
a rementic touh wrho viewed from the fashin-
able Riverside resident section aron a wide
bend in the river.

primary, nine private advanced schools
and four parochial schools. There are also
two private general schools, two business
colleges, two schools of dancing and two
negro colleges.
Jacksonville's numerous churches have
won it the designation of "City of
Churches". In Jacksonville proper there


are 105 churches with Baptist and Meth-
odist churches predominating.
Jacksonville is a Healthy City
Jacksonville boasts one of the best
health departments in the entire South.
It has a full time, organized staff with
nurses, sanitary inspectors, dispensary and
laboratory and statistical service. It sup-
ervises all restaurant, market, dairy and
fountain service imposing on all dispen-
saries of food stuffs rigorous sanitary re-
quirements. Jacksonville's infant death
rate is among the nation's lowest.
Among the recreational features pro-
vided for citizens of Jacksonville are the
free public library with the main library
building downtown and four branches,
one of them for negroes.
The municipal radio station WJAX
which operates on 1,000 watts power is
another source of recreation for Jackson-
ville's citizens. The radio station houses
a tourist club, and is adjacent to the mu-
nicipal miniature golf links.
Jacksonville's excellent park system in-
volving in all 350 acres is under the sup-
ervision of the city commission. The or-
ga-ized recreational and playground ac-
tivities are under the direction of the
playground and recreation board which

SCHOOLS: acksonville's school system is mod-
er. Many fine buildings have been recently erec-
ted to cope with a rapidly growing population.

operates separately from all other
branches of the city government.
The playground department operates
three municipally owned swimming pools
and the municipal stadium in which many
athletic contests and community events
are held.
The city zoo is operated by the park
department and contains many interest-
ing specimens of wild life.
All of the sports and recreational fa-
cilities that bring tourists to Jacksonville
annually are available to the Jacksonville
resident. .. golf on splendid privately
owned or municipally owned golf links,
fishing, hunting, tennis, swimming at the
World's finest beach .... and many other
year-round outdoor pleasures.
A flood of new money is brought into
Jacksonville winter and summer by the
swelling tide of tourists who make this
city a stopping point in both southward
and northward journeys.
This wealth goes to enrich everyone in
Jacksonville, trickling down through
trade channels until it leaves its tithe in
the hands of every citizen.
Tourist expenditures form one of the
most profitable sources of revenue for
Jacksonville and its beaches.
Recognizing this, Jacksonville provides
entertainment features in its parks and at
its tourist center which clusters around
the municipal radio station, WJAX, on
the edge of the business district.

4^*w64 *~'P


HERE ARE FACTS: In this new svey the executivewill find illn inating information concerning
acksonville's trade and industrial future.

Jacksonville's Industrial Survey a*

Key to Opportunity

JACKSONvILLE'S industrial and commer-
cial advantages have been described
briefly in the foregoing pages.
Most of the facts set forth in this
booklet were drawn from the recently
completed Industrial Survey of Jackson-
This survey was compiled by an econ-
omist and engineer of national note and
sets forth the facts concerning Jackson-
ville as he found them. It is a dispassion-
ate study of Jacksonville's manufacturing
and marketing opportunities uncolored
by local prejudice.
Every phase of Jacksonville's industrial
and commercial life has been carefully
weighed in this survey, every opportunity
analyzed and every advantage and disad-
vantage considered.
SIncluded in this survey is a comprehen-
sive examination of Latin-American trade
possibilities with data showing what ex-
isting trade relations are; where imports
and exports are originating, how shipped
and where consigned.

Copies of this 250-page book are now
available to industrial and business execu-
tives who are interested in serving the
Southeast from Jacksonville.
To the distributor and industrialist in-
terested in the Southeast, this book is in-
valuable. It contains information of great
value concerning economic conditions
throughout the Southeast in their rela-
tion to Jacksonville's trade, distributing
and manufacturing possibilities.
So comprehensive is it in scope and
treatment that recognized economists
have sought copies for their own files.
Whether your interest in the Southeast
is immediate or remote you will find this
survey of interest and benefit in estimat-
ing this territory for manufacturing and
distribution of products.
This survey is for distribution only to
those to whom it will be of active use.
It may be had on request.
Requests should be made on your busi-
ness stationery and should be directed to
the Industrial Bureau of the Chamber of
Commerce or the office of the Mayor.
The City Council of Jacksonville au-
thorized and paid for this booklet.


Prepared by
Printed by
Jacksonville, Florida