1934 Florida Tourism - Outwitting Winter: Cities of the Sun - Miami & Miami Beach -
THE VISUAL ROMANCE OF DEPRESSION-ERA FLORIDA.
A vibrant 1934 promotional booklet for Miami and Miami Beach, featuring a stunning wraparound aerial panorama by artist Dick Brown. Published during the Great Depression to lure wealthy northerners south, the text sells a vision of 'perpetual summer,' celebrity estates, and Art Deco glamour.
Key Features:
+++ Visuals: The standout feature is the cover art by Dick Brown, which opens into a panoramic watercolor-style aerial map of Biscayne Bay, the Venetian Islands, and the causeways. Internal spreads feature dense photo-montages, notably a 'Prominent People' layout showcasing the specific estates of American titans like Harvey Firestone, William K. Vanderbilt, Albert Lasker, and the 'Vizcaya' estate of James Deering.
+++ Content: Profusely illustrated with black and white photographs of "Mermaids and Mere Men" (swimmers), and a two-page spread of "Palatial Homes" belonging to American titans like Harvey Firestone, William K. Vanderbilt, and Albert Lasker.
+++ Typography: The layout features distinct 1930s Art Deco headers and spot illustrations in pastel colors.
+++ Marketing: The text targets both the energetic youth ("Spice of Revelry") and retirees ("For the Rest of Your Life"), promising low fuel bills and relief from "rickets and other ailments."
Physical Specs:
+++ Date: 1934
+++ Dimensions: 7 x 9.5 inches (36 pages)
+++ Format: Stapled softcover booklet with color lithograph wrappers.
Condition: Very Good -- The interior pages are clean and the color art remains bright and vibrant. The primary flaw is a split/tear at the bottom of the spine (approx. 1 inch). Light handling wear to edges consistent with age.
Only one physical copy located institutional at the Univ of Florida. [OCLC]
Published in 1934, this booklet represents the aggressive tourism marketing efforts required to keep the Florida economy afloat during the Great Depression.
Unlike the frantic speculation of the 1920s land boom, this era focused on 'health,' 'value,' and the established prestige of the winter social set. The inclusion of the 'Palatial Homes' section served as social proof—implying that if the Vanderbilts and Firestones wintered here, it was the only place to be. The artwork by Dick Brown captures the transition of Miami Beach into its Golden Age of Art Deco architecture.
Keywords: Miami Beach History, Florida Tourism, 1930s Art Deco, Dick Brown Artist, Vintage Travel Brochure, Harvey Firestone, Vanderbilt Estate, Biscayne Bay, Depression Era Leisure.
Item #21488
Price: $75.00
Other books you may like
