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6 Home Comforts in Florida Cold weather is the exception rather than the rule during the winter months in Florida, but when the cold days do come some heating system for the home is as necessary as in the Northern States. For real comfort in the Florida Home a heating system that is clean and may be quickly lighted and easily extinguished is advisable. Also one in which the temperature may be readily controlled. Cold spells in Florida usually last from two to four days and the best heating system to use is one which is inatantly available for use when needed and which may be forgotten as far as annoyance and expense is concerned as soon as the cold period is over. Kleen-Heet Oil Burners are ideal for providing comfort in the Florida Home during cold weather. They should be seriously considered by every Florida home owner who desires to be comfortable during the cold days. A FEW WORDS ABOUT KLEEN-HEET RELIABILITY By actual operation in the homes of many thousands of users, Kleen-Heet has proved its cor rectness of design, its simplicity of operation. Kleen-Heet has the simplest mechanism of any automatic oil burner made. Having fewer parts than any other, naturally there are fewer things that could conceivably require attention. EASE OF CONTROL The Kleen-Heet thermostat in the living room is all you need know about to assure con stant, controlled heat to your family all through the winter. This thermostat can be set for any temperature that you wish. Then forget about it. Kleen Heet does the restit is automatically controlled by the thermostat so that it maintains that exact degree of heat. Thus when a cold snap comes, Kleen-Heet feeds more oil into the burner to counteract the outside temperature. And on warmer days, less heat being required, the oil flow is curtail ed, so that without waste, the s ame temperature indoors continues. Should the warmth in the house exceed by one degree the temperature you have set, Kleen Heet stops i tself ; and continues when the proper heat is again reached. It stabilizes itself autom.ati cally. It relieves you of all thinking. WHY WOMEN LIKE KLEEN-HEET Women like oil heat for many reasons. And Kleen-Heet, because of all oil burners, has proved the most trustworthy and reliable. They have found Kleen-Heet fulfills all claims made for it. That it is simple in operation, dependable under all conditions. That i t never requires attention. They appreciate it when they see how much longer thing s are clean-curtains, hangings, wallpaper, when K leen-Heet is used. They like the economies that these thing s effect. But best of all they like a home which is cosy and warm at all times, day and night. And the freedom from fear that the f ire may go out while they are alone in the house. When you put in Kleen-Heet, you simply buy heating service for life, and comfort and clean l iness i n perpetuity. LET US SEND YOU FULL PARTICULARS REGARD ING KLEEN-HEET SYSTEMS FOR FLORIDA HOMES K1LIEENaHEET Automatic Oil Burning Systems SKINNER MACHINERY CO. Dunedin, Florida


VILLA D'ESTE Hotel and Apartment Operated by Carpenter Overlooking Bay Biscayne Compl e te New, C o mfortable All accommodations have individual bath rooms. Many have private sun verandas or bal c onies; some have private parlors. Rooms for one person, and two and three persons, with single, double or twin beds. Suites and connecting rooms for three or more persons. Some accommodations have fully equipped kitchens ; all details of housekeeping being provided and mai ntained. Rooms for maids and chauffeurs. Rates from Three Dollars per day for one person Breakfast Room Restaurant Garage Arrangements A Guest's Desir e Fulfilled IS Personnl Pleasure Your Patronage Invited Telegraph for Reservations Northeast Second Avenue at Eighth Street Through to Bayshore Drive Miami Real Estate Co., Owners. Frederick H. Carpenter, Manager. 7


8 'RealifJt Suburb ol two Cities Midway between Tampa and St. Petersburg Harry E. Prettyman : I CORPORATEV I_


BITHLO The Commercial Center of "East Orange" the largest half of Orange County Bithlo is the only Town Development in the fast growing "East Orange. Bithlo is on the Florida East Coast Railroad, where the Orlando-East Coast Boulevard intersects it. This branch railroad extends from New Smyrna to Okeechobee City, a distance of about 150 miles. The road is being extended from Okeechobee to Miami at a cost of millions of dollars and upon comple tion Bithlo will have a main line railroad. A I 6-foot brick road has been completed from Bithlo north to the County line, connecting up with the hard-surfaced road into Sanford. The Orlando-East Coast Boulevard connecting Orlando with Cocoa Beach and Titusville Beach by Bithlo is to be completed about November. The Southern Bell Tel. & Tel. Co., has just constructed a telephone line from Orlando to the East Coast through Bithlo. Bithlo is about 9 miles from the St. johns River, 2 miles from Lake Pickett. affording splendid fishing, and is I 8 miles from the East Coast. Nature provides a natural drainage system at Bithlo in the form of branches and creeks that take all surplus water off as rapidly as water is drained from any Florida city. Bithlo is surrounded by thousands of acres of as rich trucking and general farm ing land as can be found in Orange County. Many farmers are now prepar ing land for cultivation. Thousands of lots have been sold in Bithlo to individuals from all parts of America. A percentage of the property owners will surely develop their property. There are thousands of acres of virgin timbered lands surrounding Bithlo that will be turpentined and sawmilled. Bithlo is suburban to no other city and is so situated as to best serve Eastern Orange County, being 18 miles East of Orlando, 21 miles West of Titusville, 40 miles South of New Smyrna, I 00 miles North of Okeechobee. Bithlo is an incorporated municipality, having two miles of paved streets. The town has voted a bond issue for paving 4 I -4 miles of additional paved streets this summer. lmprovemenrs mean that real estate will advance, hence profits to the investors. Allow us to show Bithlo to you without expense or obligation. Then you are in position to judge of our investment opportunities. Cars leave our office at 9:30 every day. Bailey Development Co. 115 N. Orange Ave. -:-Orlando, Florida 9


10 THE RITZ HOTEL MIAMI FLORIDA Miami's Newest Commercial Hotel OPENS DECEMBER 15th New, modern, fireproof structure. Steam heated. Every room has hot and cold water and bath. Distinctively n ished. Lounge and mezzanine off lobby. Long distance telephone service from every room. Rates reasonable. In the Heart of Miami's Business, Shopping and Amusement District East Flagler S treet, Be tween First and Se con d Avenues STAUSS-BROWN CORPORATION, Lessees P. J. Davis Const r uct i on Co., Builde r s




12 SUNSET PARK ON OLD TAMPA BAY "U/merica' s Bay qf jl.(gpla" The Paramount Sub.division of Tan1pa Sunset Park has been truly called "Nature's Beauty Spot." A beautiful beach front, a picturesque stream, tidewater lakes, winding roads and the luxuriant growth of trees and foliage combine to make Sunset Park on e of the most attractive places in or near Tampa. Nature left little to be -wished for in Suriset Park and this natural beauty in addition to the many improvements underway, makes the deve lopment an ideal place for home or investment. Improvements include water and electricity and five-feet concrete sidewalk s Roads are two-inch sheet asphalt on a six-inch rock base and will be twentyfour feet from curb to curb. Numerous parks are planned for, two of which will border tidewater lakes The beach front banks are to be developed with a two to one s lope -riprapped and cemented. A superior method of devel opment which has proven popular in high class beach properties. A bathing beach will be developed, with a commodious club house, as a gathering place for the residents of Sunset Park. Sunset Park offers excellent investm e n t oppo .rtunities. Its strategic location -right in the path of progress between Gandy Bridge and the heart of Tampa-means that as development progresses, values will tis e v ery rapidly. Sunset Park improvements are well underway and Gand y Bridge opens in a few weeks. Sunset Park will be restricted according to the plans followed by the leading and most successful subdivisions in America. All houses to be of either stone, brick, concrete or hollow tile construction. Restrictions vary according to location. There will be real homes and real people in Sunset Park. Restrictions have been so carefully planned that your neighbors will be the kind of people you want for neighbors. If you are planning to have an ideal home in Florida see Sunset Park. If you care to make an investment that will pay quick dividends, Sunset Park offers you a splendid opportunity. Pri. ces are reasonable and terms are e asy. We want to tell you more about Sunset Park. When you visit Tampa let us show you that we have not exaggerated one bit the natural beauty of the place or the many improvements underway. And in the meantime let us send you our literature or any particulars you may desire. CHAS. P. GLOVER REALTY co. TAMPA, FLORIDA 513 Tampa Street Phone 22315




YEAR-ROUND CIT Y 1-Palms in front of the Tampa Bay Hotel. 2---Sutl.set on TaJllpa't "Bay of the Bayshorc Boulevard. 4-Tamp3. Street n.o.rth. to Fairgrounds, where the South FloYidl!l Falr is held every February. to--Ships from the Seven Seas are found tn the harbor. B -Shuffleboard is a popular with win.ter visi tors. 9--Mme. Scoville's d.@eert pr c tieing on the beach. 11 -Loadinr phos pbate for export. Photograph s 7 and 9 (C) Borgert l3ro


Thos. W. Hewlett R. S. Hanford S.C. Singleton Florida Citrus and Health We often hear the thought conveyed that if Florida had nothing but a wonderful climate, this in itself would be sufficient to make it the best State in the Country. And this with reason for Florida sunshine has given health and life to many thousands of people. But Florida has another great asset capable of giving health, happiness and longer life to humanity, with the added advantage that this health giving medium can be taken to those who need it wherever they may be. We refer to the health-giving qualities of Florida oranges and grapefruit and to Florida's great citrus industry. -We hope that when The Florida Development Board or any other agency in Florida is ready to advertise the State of Florida on a large scale, that much copy will be devoted to telling everyone in the United States just how healthful Florida oranges and grapefruit really are. This would serve a two-fold purpose. It would be the means of encouraging people to eat more Florida citrus fruits and thus increase consumption to the benefit of the grower; and would give health and cheer and life to thousands of people who are not as yet aware that there is more health in the juice from a few dozen Florida oranges or grapefruit, than there is in all the patent medicines they could carry away from a drug store. And this last, if nothing else were accomplished, would be to the everlasting credit of our State. The Atlantic Coast Line Railway Company has been doing some splendid work in this connection for several years. Through their Passenger Traffic Department they have broadcasted the food and health values of Florida citrus fruits in many parts of the Country. Among the mediums used to pass on this information is a most attrac tive little folder with reproductions in four colors of Florida oranges and grapefruit. The following extracts from this folder we know will be of interest to all of our readers: THE FLORIDA ORANGE: We are tempted to sing a paean of praise-but, here, superlatives are unnecessary. Florida Oranges have 40 to 60 per cent more juice than other varieties; and the essence of an Orange is in the juice. They are more highly flavored. They are sun-ripened and rain-watered for which no equal substitutes have been developed by man. Florida is the natural home of the Orange, a fact proven by the existence of thousands of wild trees. HOW TO EAT AN ORANGE: The proper way is to drink the juice. Take Orange from ice, cut in half, squeeze throug h strainer into a thin glass. One dozen medium sized Floridas will' make one quart of juice. Prepare this at night, place on ice, and serve the next morning. This is guaranteed to give tone to the family for the tasks of the day. THE FLORIDA GRAPEFRUIT: The Florida Grape fruit's mission in life is to please the palate, and provide for the breakfast table one of the tenderest, juiciest and most delightful fruit foods known to man. Florida grape fruit is fast becoming the staple breakfast food of a genera tion which is wisely eliminating meat from the first meal of the day. Editor Managing Editor Associate Editor Since Florida supplies the only grapefruit worthy of the name, no time need be lost in making comparative claims. Grapefruit reaches greatest perfection when allowed to ripen on the tree. This is possible because Florida is near the great consuming markets. Consequently grapefruit in prime condition is available to most of the population of North America. HOW TO EAT GRAPEFRUIT: When properly chilled, cut in half. Remove core and seeds, separate inner meat from outer membrane and rind; serve either with or without sugar or salt, according to individual taste. CANNED GRAPEFRUIT: Canned Florida grapefruit is now available to the housewife in search of a new delicacy for her table. Only perfect tree ripened fruit is used for canning. The hearts, separated from rind and membranes, are canned under modern sanitary conditions in factories located in the shadow of the groves. There are epicures who prefer the canned grapefruit, and eat it from choice, even when fresh fruit is at hand. Canned grapefruit may be obtained at any first class food store. CITRUS FRUITS contain invaluable food elements. Health authorities are now agreed that most ailments are traceable to the stomach, and that no food is quite so es sential in keeping this important part of the human body functioning properly as fresh ripe Citrus Fruits. R oyal S. Copeland, M. D., U. S. Senator, N Y.: "Citrus Fruits contain food e lements invaluable to the human family. An infant having Orange juice daily is given a chance of growth far greater than that possessed by the child deprived of this wonderful food." From Dr E. L. Eggleston Eminent Diet etic Authority Battle Creek Sanitarium Battl e Creek, Mich.: "The use of Citrus Fruits has done a great deal to prevent certain nutritional disorders--but even yet they could b e more freely used to advantage. Since they require practically no diges tion they are indispensable in the sic k rooom." For Children Underweight From Fort Dodge Iowa "Messe ng er": "At Carpenter and Ple asant Valley School s underweight child ren were divided into two groups, one of which was given a half pint of milk each morning and the other ail Orange. After two weeks i t was found that the children on milk diet had gained an average of 10 ounces, while childre n eating an Orange daily had gained an average of 18 ounces." From Another Health Authority: "Nothing clears the compl exion like a g lass of Orange juice daily." In the interest of your health eat fresh sun-ripened Florida Oranges and Florida Grapefruit and supply them to those you love. Transformed by Transportation James W. Brooks has caught the true spirit of Florida and has pleasingly expressed it in an introductory article in the Florida number of The American Motorist, the national pub lication of the American Automobile Association. The article is entitled "Under The Palms-In Florida", and gives much food for thought in the realization of just how much trans portation has meant and always will mean to progress. 15


Nowhere in this Country is this being demonstrated just so much as in Florida. Transportation is the keynote of Flor ida's prosperity and Florida is fortunate that plans for fu ture transportation facilities are being made to keep pace with all other developments. Suniland will have much to say about transportation facilities in Florida in future issues and in the meantime commends the November issue of The American Motorist to our readers attention. The introductory artide in this Florida number of The American Motorist by Mr. James W. Brooks, who as a special writer for the American Automobile Association spent two months touring Florida while gathering data for this issue follows: "Evening bells were ringing as our car rolled through the gates of that ancient city (Saint Augustine) and the people of a new age were moving about under the palms. Light rains were falling on Matanzas Bay next morning. Sportive fish shot over the waves in silvered splashes WE STEER BY miles out, for Nature's challange to beauty and harmony has been accepted in Florida with a universality and genuineness of spirit as displayed nowhere else in America. With all of this there are the schools, and churches and public auditoriums, and all Nature herself as the recreation center. If you want to experience the real swing of 'mass action for good, that experience awaits you in Florida. "Again, with Florida only 15 percent complete-as esti mated by some-why not all this astounding enterprise? With room for a hundred more cities the size of Jackson ville, why not? With timber and other building material sufficient to erect homes for ten million more people, why not? With 9,500 miles of water front and room enough for a million more homes on seashore, river and inland lake, why not? With twenty million acres of land yet available for cultivation and paved roads going in, why not? And with all of this, a climate so perfect that super-THE STARS lative description f a I I s short of actuality. and a school of porpoises were at play in the wake of passing boats. In front of the hotel, over looking the bay, stood a long line of motor cars -wheeled couriers of the new age-bearing num bered legends from many States. B y KEN CLOUD "Small wonder indeed, that old conceptions of public and private enter prise fail-in Florida! "Down the road a short distance facing a public square, stood a monument where, according to best tradition, Ponce de Leon and his followers stepped ashore with shouts of 'Pascual de flo res r four hundred and eleven years ago last Easter Sunday. "Four hundred a n d eleven years I and in that time, what? "I shall refrain with considerable difficulty from letting this story run ahead of itself, for there are things about Florida's new discovery that press for the telling things that were shut out by al most five hundred inter vening years from the viaion of those early day arrivals; things that are METEORS are beautiful but we steer b y the stars so runs an old pro v erb 1fln the dark skies that overcast the toil some trying tiring forward path of man's progress, there are stars to guide him. Courage faith, optimism sticktoit-ive ness the y are. Somet i mes they burn dimly brightl!. But b y bearing directl y upon them the final landtng place wtll be the right one. At moments there are meteors-brilliantly, blindl y beaut i ful." The y cast a rudd y glo w over t he surroundings. The y compel attention and the i r momentar y brightness lure s men from proper paths to those falsel y colored ones w hich appear t o b e to follo w than t he right ones In an instant their k i ndly keen light is gone Utter and tot a l obli vi on ensues. Their followers flounder. Steps must be re taken Unchartered paths retraced. Valiant effort must be made to get back under the guidance of the solid stolid staid stars, silentl y s e nding forth the message "Here is y our path. The other fellow s path is no t ours. The roads to succ ess ?re dev i ous and many. We travel ours alone. If we have the fallh, the courage the optimism and stick-toit-i v e-ness we can reach our ultimate goal over our path. If we have not, we chase from one path to another and our progress is of a forward nature so long and the path is shown clearly to us b y the fleetmg brilliance of the meteor. The man, or firm, who makes t he most progress _the e?Siest is that one which picks out one star and steers by tt tn sptte of everything "These points are given here as a sign on the road that you are presently to come upon facts that w11J set you to thinking with :t truer understanding of the relation which transporta tion holds to all progress. When you do come upon these facts you will realize that nature has been patient indeed in setting a continual feast of fruit and flowers during all these four hundred years. In Appreciation We rather expected that the first issue of Suniland would meet with a favorable reception wherever it appeared but we hardly anticipated the veritable flood of congra tulatory letters we have received since our maga zine of Fl'orida made its first bow. As we stated last month if we can make still hidden from sight except to the favored few upon whom fortune has smiled in turning their cars toward this southern clime. friends for the magazine itself through any merit there may be in its pages we will have been sufficiently rewarded, and the friendship we appear to have inculcated in the minds of a great many people would indicate that our reward is as suming huge proportions. "Old conceptions of progress fail, in Florida. The crea tive, constructive and administrative energies of man are doubling back to the starting point on this hemisphere with a cumulative experience gained in the building of a republic to the shores of the Pacific. One needs to know this to understand some of the daring things that are being done in Florida today. If another island is needed to add one more jewel to some city, it is built. If bits of Spain need to be transported in some architect's brain to complete a Moorish setting in the landscape, it is done. If man wants to transform a forest into a city, roads go in, palmetto roots come out, and the city with homes and playgrounds and civic center appears. If a four thousand acre farm needs to be cross-sectioned with flower-lined roads, there is no hesi tancy about that. Building restrictions follow the pavement, not to the edges the city, but five, ten and even fi{lteen 16 It is not the policy of Suniland to publish letters from readers whether of praise or criticism and we have not time to answer every letter we have received commending the first number of Suniland, but it would seem ungracious in deed if we did not take the opportunity here to thank all of our friends for their expressions of appreciation. Noth ing is more helpful in the building of a magazine such as we plan for Suniland to be than a few words of helpful en couragement. We hope our readers will feel free at all times to write their opinions to us whether they be in favor of our policies or pages or include constructive criticism. We are deeply appreciative of every expression of friendship and goodwill we have received and in answer we present the second issue of Suniland which we believe you will like equally as well as you did the first.


TAMPA ') A Narrative History of Tampa and the Tampa Bay Section By FRANK G. HEATO N ALTHOUGH advent of the first Spaniards in the region bordering Tampa Bay was almost coincident with the arrival of the Spanish at St. Augustine, Tampa's real history, the story of white settlement of the lands around the h ead of the great bay, is a chronicl e of a single century. Pedro de M e n ende z and his m e n founded the first Spanish posts and settlements on the East Coast in 1512. Pamphilio de Narvaez and h i s tiny fl eet sailed into Tampa Bay sixteen years late r in 1528, naming the majestic body of water Bahia de Espiritu Santo1 because of its discovery on that church noly day a weU as becaus e of its vast extent and its beauty of water and shore. Not much else beside traditions tells of the exact landing plac e of de Narvaez. Mos t of the o ld accounts have it that he entered a great bay and landed on the shore. As the late C. E. Harrison, to whom this writer i s indebted for much of the material contained herein, wrote, this is no guide at all, b e cause it would have b een difficult for an explorer to have touched the shore anywhere betwee n Cape Sable and the P e rdido without b e in g in si ght of a bay o f s om e k i nd or size. However, it i s more than likely, by reason of the prom i n ence given in the accounts of the de Narvaez e x p ed ition to the mention of the bay, that it was specially con spicuous because of its size or b ecause of some striking natural features. Only two large bays indent the Gulf Coast line of peninsular Florida -Charlotte Harbor and Tampa Bay, as they are known today. Many r e asons, found in the chron i cle s of the de Narvae z expedition, eliminate the former. Likewi e considering the fact that the Spanish explorer was an e xp e ri e nced navigator, familiar w ith the m e thods of determining channe ls and the safes t and most practicable ways into and out of strange and uncharte d places, no real importance can be attach d to the lege nd that his fir s t land in g plac e was on the bluff over look ing what is now known as Clearwate r Harbor-cut off from the Gulf by narrow and tortuous pass es and great shallows ov e r which eve n the small ves se ls of the Spanish fleet could have s ailed only at imminent risk of disaster and with interminable difficulty The entrance to Tampa Bay on the othe r hand, is broad and inviting, and so it must have Reecnt Photograph b y Burgert Brothers a n d D udley Read b ee n even on the day when de Narvae z first spied the open i ngs between the k eys and glimpsed the immens e expanse within. Simpl e reason indicates that i t was Tampa Bay that Spanish k e els first fur rowed on this pioneer e xploration of the Gulf Coast of the great p e ninsula. That the landing must have been at or near the head of one of the two bod ies of water into which the bay is divided is also the reasonable supposition. Of course it was g old that the Spania rds sought. The dazzling conquests of Pizarro and Cortez in Mexico and Peru, and the fabulous tre a sures of gold and silver and pre cious stones taken back to Spain by these conquistadores and those who fol lowed them had inflamed the minds of all .Spaniards-nay, of all the p e ople of Europe; the new lands across the sea, the El Dorado of the west ern world, accord ing to the general belief w ere paved with golden sands and wall ed with gem i n crusted golden reefs. D e Narvae z and hi s three hundred ad venture r s sought gold; all they found, when Lookinr North in Franklin Street th e y left the little fl eet at anchor and plunged northward through the wilderness, was death, and scattered, lonely graves under the pin e s and palms and cypresses. Perhaps a score out of the three hundr d found their way back; certain it is that the chron i cl e of the de Narvaez expedition ends i n a tale of disaster, and the first Spaniards to land on the Gulf Coast of Florida, giving a location but not yet a name to the region where is built the Tampa of today and the populous country surrounding it, vanished from history's pages Ele v e n years later, in 1539, the n ext Spani sh s h i p s entered the great bay that de Narvaez had d is cover ed This tim e one of the conquistadores, Hernando de Soto, who had b ee n a companion of Pizarro in P eru, sharing with him in the pillag e of the treasure of the Incas, head ed an e x pedi t ion of si x hundred and twenty s oldiers and sailors that sailed past what is now k now n as Egmont Key and entered th e great bay. From a'lmost contemporary Spanish chroni cl es it app ears certain that D e Soto a nd his forc e s landed s om ewher n ear the head of the present 01d Tampa Bay, proba bly at or n ear the present site of Safety Harbor. Maps of the bay and its surroundings, eithe r drawn by cartographers with de Soto, or by othe r map makers from descriptions given by survivors of this expedition, sh ow the topography of the coa s t, the form of the bay, the location of streams, and the d i vision of the uppe r bay into two great bodies, w i th a degree of accuracy that is surprisin g in view of the grotesque mapping of other parts of the n e w world. D e Soto and his men found, a s de Narvaez had not, an IR d ian town not many miles from the e xpedition's place of landing, and this town, p ri ncipal village of the mo s t powerful Indian tribe of Florida and seat of its cacique or c hief, appears in almost all of the old Spanish and many of the Fre nch, En.glish and Portuguese maps unde r the name of Toco bago. V el asco, one of the best known Spanish geograph ers in a work on the geography of ihor ida and the West Indies, pub lished in 1571, shows Tampa Bay and the village of Tocobago, calling the place the city of a chief whose people were the most powerful i n all that land save only the Caloosas, whose country wa s the land around Bah i a de 17


Contrasting pictures of Florida Avenue. The one above, taken in 1884, shows a s:rove on the block now occupied by the Hillsboro Hotel. The recent picture presents the modern hotel building and the magnificent Cathedral which supplanted the wooden cht1rch in the picture above. Carlos, now Charlotte Harbor. The Caloosas, according to V e lasco, w ere a tribe whose men averaged more than six feet tall. Spanish and English writers spok e of the m as cannibals and the "Carlo s anthropophagi," or man-eaters. As r ecently as 1837, Dani e l C. Brinton in his "Notes on the F1orida P eninsula," refers to Tocobago, which at that time, h e said, was marked only by the remains of an immense shell mound, on e of the "kitche n middens" l eft as silent m e m entoes of the gargantuan appetites for shellfish possessed by the primitive inhabitants of the Gulf Coast of Florida. In Williams's "Florida," also published in 1837, occurs the statement: "Halley's Keys are a range of and islands extending in front of Tocobago or St. Joseph's Bay. From Tocobago to Tampa there is a boat channel behind these keys, but at some places it is very shoal at low water." So fat as this writer has bee n able to discover, the reference here to "Tampa" by Williams is the fir s t use of the name except in documents and records relative to the establishment of the military post of Fort Brooke. Williams speaks of T ampa as a small vi llage of about 100 so ul s around Fort Brooke, which was established on March 5, 1823, four years after the purchase of Florida from Spain by the Unite d ,states. But to return to de Soto and his imposing force. The doughty Hernando, his mind full of memories of the golden treasures of the Peruvian Incas, and inflamed by the wild tales of Cabeza de Vaca, one of the few survivors of the de Narvaez expedition, tarried not long on the shores of the great bay, but likewise plunged into the wilderness in search of gold and of a fabled "Fountain of Youth," said by de Vaca to lie somewhere, vague ly, to the north or northwest. D e Vaca, whose name in English, is "Head of Cow," seems to have been one of those peculiarly depraved individuals who, victim of almost unimaginable and unsurvivable hardships, could not resist the impulse to send others into the same dangers. At any rat e d e Soto's expedition was organized and went forth largely on the stre ngth of de Vaca's purely fanciful tales of the unimagined w ealth o.f Florida. The wealth was there, waiting for the hand of man directed by real intelligence to reach out and pluck it; but it was not the wealth described by d e Vaca; and de So to and his men failed to find it. In the chronicles of Spanish exploration and exploitation of the lands of the New 18 World, de Vaca has gone down as the Spanish Munchausen; de Soto and his men take thei r places as valiant and intrepid venturers into the unknown, misled by the wild tales of those whose p erverted minds seemed only to seek to entrap others in the dangers and difficulties the y themse lves had endured and from which they had barel y escaped with their live s. D e Soto's chronicles of his explorations sh ow that after landing, probably at or n ear the site of the present Safety Harbor, he marched with his men toward the northeast. At a spot believed to be near the present site of Tampa de Soto m e t and held a council with chiefs and head m e n of the Indian tribes then occupying the country. Tradition and study of de Soto's reports and maps, place the location of this meeting on or clo se to the present Plant Park, and a huge oak in the park, called "the De Soto Oak," is held to b e the tree under which the conference was held. Whether this be true or not, none can say; if it cannot be established as fact, also it cannot be disproved. But the oak is there, of size and antiquity s ufficient, apparently, to have been an outstandin g feature of the forest when d e Soto and his men met and counselled with the Indians nearly four centuries ago. At any rate, de Soto and his followers, including some of the first flower of .Spanish aristocracy and the boldes t and most adventurous spirts of Christendom, marched into the wilderness, untrodde n until the n by the feet of any whites save de Narvaez and his men; plunged in, marche d on and on, seeking the fabled El Dorado, the land of gold, and the mythi cal Fountain of Youth, that always were just over the horizon's rim, always just beyond. And so they too pass out of the chronicle of Florida, their leader to find sepulchre such as no white man, to that time, ever had even imagined, beneath the waters of the greatest rive r any man of the expedition ever had se en. And for nearly three hundred years, so far a3 r ecorded history is concerned, Tampa Bay, or Bahia de Espiritu Santo, was unseen by white m e n, its waters rippl ed only by the canoe of the Indian, its shores an unbroke n expanse of wildern ess its silences punctuated only by the cries of g ulls and terns, the song of mocking birds, the shrieks of parrakeets that until within the m emory of living Floridians dwelt in uncounted thousands in the forests. During that time the vicissitudes of Florida had included passage from Spanish possession to that of England, and then back again into Spanish hands. France, first disputant with Castile for posse ss ion of the southern lands of the N e w World, had disappeared from the scene, reappeare d and again vanished. Spain had sunk from h e r proud place as undisputed mistress of the seas and s overeign of the greater part of the world to a p_ace subordinate to that of the English. The Spanish treasure fleets had vanis hed; no more the vast riches of Mexico and Peru poured into Spanish coffers. Pirates and buccaneers of the Spanish Main, as well as British ships, plundered and pillaged and slew and burned on sea and land. And through it all; through the ov erturning of governm ents and the fall of kingdoms, the establishment of n e w forms of government, wars and r evolutions, Tampa Bay s. ept under the golden Florida sun, waiting for the day that was to come At last the intermittent warZare that had been waged along the Florida-Georgia border for years was ended; the American colonists and the Spanish adventurers and refugees from the more northern countries c eased fighting, and a treaty was conclude d between the United States and Spain, whereby the latter ceded to the young republic all of the country now known as Florida, receiving in payment $5,000,000 -less t han one-eighth of t:le a ssesse d value o f property in the present city of Tampa. This was in 1819, though the actual transfer of authority, or as it was called{ "the change of flags," did not occur unti February, 1821, at the time of the formal ratification of the treaty by the United States and Spain. In the events leading up to this transfer of territory and authority the figure of Andrew Jackson looms large. It was "Old Hickory" who chased the maYauding Cree k s and Seminoles across what then was an international boundary, pursuing them to the Everglades, a n d driving the Creeks from their hunting grounds in Georgia and Alabama, heecting not at all the fact that


he was in territory belonging to a foreign power. Nor did he heed the pleas of the two Engli hmen, Arbuthnot and Ambrister fomenters of trouble b etw e n the and the Am ricans. To their demands for a fair trial, General Jackson characteris tically r etorted, "Yes, you sl1aU have a fair trial but by the. eternal you shall hang," and hang the y chd, though. paragraph in the hi tory of th United States usually is slurred over as not one of which to be proud. Meanwhile, though a few scattered ad v nturers, among them real pioneer as well as others who sought the wllderness for the sake of safety, had penetrated into what ts now known as South Florida, no occupation oi the site of the city of Tampa is recorded in anything save traditi on. The .Seminoles were falHng back before the advancing white ; the buccaneers of the Gulf and the Spanish Main had Eractically vanished. It was not until in December, 1823, that th r eal settl ement of Tampa b egan, when American troops under Col on e l Brooke sailed into Tampa Bay, and recognizing the strategic advantages of the l ocation as a base for expeditions against hostile Indians, establ is h ed Fort Brooke. The site of the army post was at the mouth o E the Hil lsborough River, and its location gave to that ection of the c ity the nam e by whic h it is commo11ly known to the p1esent day-" the Garrison. India n warfare and the story of numer ous expedition from Fort sent out against the S erninol an I tb ir kinsmen, t he Creeks, marked all the eady years o f t h e army post, then the farth st south of Am rican military occupati on. It was from Fort Brooke that the ill-fated expediti on headed b Major Francis L. Dade started to the r lief Fort King, b e.seiged by Osceola and his tribesmen. The story of the ambu h of Dade's force of 117 m e n and officers is perhaps the darkest page in the hi tory of the South Florida of that far di stant past. Setting out on Ghristn1as morning, 1835, the exped ition marched a on g the Hillsborough Riv e r to the point where the Seaboud A i r Line railroad now crosses the river. There the fot'oe turned toward the north, through the present Dade City section, crossing the W i thlacoochee Rivet and proceeding to the eastern bank of t h L"ttle Withlacooche e where in tbe early morning of December 2 1 35, the Lookinr Sout"' l'(l FrilJ Iillo Stnlet toward the "C.arrlon.' Th

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A magazine of Florida
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Tampa, Florida
The Peninsular Publishing Company
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3 v. ill.


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Periodicals -- Florida ( lcsh )
serial ( sobekcm )

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University of South Florida
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020391587 ( ALEPH )
15210433 ( OCLC )
S49-00002 ( USFLDC DOI )
s49.2 ( USFLDC Handle )

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Suniland [Magazine]

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On November 4th the Tampa Bay Hotel will open its 1924-25 season, and during the months of ovember and December will operate on the European plan only. Commencing with Janu ary, and continuing until closing date, will operate on American plan exclusively. Tampa Bay Rote TAMPA, FLORIDA W. F. Adams, Pres H. A. Haskell, Mgr.


Outdoors ... on ... A GREAT POWER made Florida the world beyo n d the house, where year-round, open air living is the heritage of aiL Davis Islands offers bounte ously of this great outof-doors where expanses of sky and water diffuse in inspiring splendor. The attractive features and enhanced beauties of island abode the rare advantages of healthful environ ment and the added interest of that little romanceful something which attaches itself to life on an island are among the answers to the spontaneous popularity of Davis Islands. All in all, Davis Islands seem so particularly su i ted to provide an atmosphere of residential richness that it is little wonder it is so unanimously the choice as a setting for distinguished Tampa homes D. P. DAVIS PROPERTIES Tampa-Florida's Year-Round City 1


Come to JBJEA A K Th e B e autiful Here, within fifteen minutes of down town Tampa--overlooking the broad ex pans of the bay, i a d lig htful haven for your family. The I an, pure, healthful atmosphere -the hady restfuln of age-old tree and the delightful b auty of thi r idential suburb insure the Health and Happiness of your loved ones. Here i exclusiveness without seclusion mong fri ndly folk who love their homes and the di tinction of their surround ing. BEACH K On Old Tampa Bay .-.: .. ; :


"A MAGAZINE of FLORIDA" _., '\-... Contents for :A(gvemberJ I924 Frontispieces: Sunset on Lake Howard, Winter Haven Tampa-Florida's Year 'Round City Editorials A Narrative H istory of Tampa and the Tampa Bay Section by FRANK G HEATO Confessions of an ExRum Runner by "CAPTAIN McSWEE EY" The Investment Opportunities in Florida by G. L. MILLER When the Heart Calls-A Tale of the Indian River by B. F. BoRCHARDT Miami and Its Twin Cities by SHELTON S. MATLACK They Begin Starting for Suniland by FRAN K S. WINC He Laughed at the Word "Impossible" by KARL H. GRISMER The Unspoiled Hammock by STEPHE!S CoCHRAN SINGLETON Our Educational Institutions by A. J. HANNA As a Boy He Dreamed of "Castles in Spain" by S.M. SHELTON Dog-Gone-Another Negro Story b y ToM FREEMAN O'er Suniland, Lakes and Bay s A Page of Photographs Visionaries of CreationSe cond of a Series by N VAN BEYNUM HORN by JIMMY DYKES How to Land the Silver Tarpon Stories of Florida Success The Ante-Room to Heaven Tallahassee Prepares for Its Centennial The Florida Home-A Department Pieces o f Ei ghtA Se c tion of Humor by C D. GEDDES and W. M. WALKER by DR. CHARLES B. McFERRIN by NoRMA W. GRECC Conducted b y JANE WAY SUNILAND Kasrazlne Ia fully proteeted by and nothin1r that appears In it may be reprinted either whoUy or in part without permluio:n from the publishers Month!,!, The Peninsula Publ ishinr Company Wa,..,. Bu i lding Tampa, Fkmda B C Skinnn, Pesident and 'l'uasucr Tha. W Hewktt, <1M Manag..-Eaat Coast Office, 215 Hahn Bull.clin, Miami, Florida Lundy Dirr, Advertlsln Manqer W. K H. Shafto, Circulation Manqer Advertlain Representatives Eastern States, Stevena and Baullllun, Inc., 47 Weat 34th Street, New York City ADVERTISING RATES ON APPUCATION Ten cents per c:opy. Subscription rates In U. S. and Pouesalo!'a $1.00 p e r year; $1.50; Foreisrn $2.00. Chan.J. of addreaa, corrections or additions to addresa on wrapper or fatlure to receive Sunli&Dd should b. reported to the Clrculaton Department. In aenclin chana of addreaa ive both new and old addreuea. Cop,richt 1924, Penm.ular Publishing Company, (I nc ) A U rielot resenl

4 An unusually good Commercial City with four railroads, and numerous boat lines to river and seaboard points brings low freight rates and splendid transportation facilities. Unexcelled labor condi-tions. Living in Palatka is much cheaper than in most Florida Cities. At the crossing of two State Highways on which a million and a half dollars is being expended on paving and bridges. Half million on Municipal improvements. Land values at present very low. Largest woodworking plants in the Southeast. Surrounding Country produces immense quantities of various farm products and fru i ts. PALATKA DEVELOPMENT COMPANY Industrial locations on both railroad and river. Homes sold on the installment plan. A few Irish potato farms at reasonable prices. We are also developing a thirty-acre sub-divi sion within the city limits for fine homes. We offer for investment $30,000 or part, 7 % first mortgage bonds secured by city property. We are glad to answer your questions about Palatka and its possibilities. PALATKA DEVELOPMENT CO. PALATKA. FLORIDA LEAVITT LAND COMPANY We offer several thousand acres in Putnam County. Timber land, grove land, colonization land, and land suitable for general farming. Many tracts on new state roads. Improvements now being made opening up terri tory previously inaccessible. Splendid markets and transportation. Easy finance plan for homeseekers. LEAVITT LAND COMPANY Realtors PALATKA, FLORIDA WILSON CYPRESS COMPANY PALATKA, FLORIDA MA UFACTURERS OF Cypress Lumber-Rough and Dressed -Shingles and Lath At Your Service PALATKA CHAMBER OF COMMERCE


Florida Banana Plantations PRODUCE MONTHLY INCOMES Six Valuable Banana Facts 1. The banana plant bears in 9 to 12 monthl!. 2. Bananas mature each month in the year. 3. Each plant bears one bunch the firot year and three bunches ach year thereafter. Bananas are p .lanted '00 bulbs to the acre. 5. Bunches weigh from 4 0 to 100 pounds each. 6 Bananas sell at wholesale from fie to c per pound. OWN A FIVE-ACRE PLANTATION On Our Extended P ayment Plan Our !}-acre Commercial Banana Plantations. now b eing planted in one of the mo. t f rtil valleys. a s F-ur t h e owneT n ubstantial i-nco m e, while the investment is Hmiled. The location is n ear \Vintcr Hav('n on dch mu<: k l11nds to banana culture. Climate and fre h-water lak make our planting ideal. prnctically eliminating the Cear of killing frosts. Supervisin g the entire dev i 8 practical banana grower with years of experience, assudng t h e mos t succe s(ul methods or planting and cultivation. Ahunclant Success Awaits the G rower of Florida. Bananas your opportunity lo gel in on what will without doubt b one or the States greate:st industries \V e will prepare, plant and deed to you one o f o u r 5 -acr e Banana Plantation!4 fol.' a very reasonable down payment, '"\'ith balanc:e on easy terms whic h enable the buyer to reaHze some returns from hi invetment to apply on deferred Our plan ha'! received highe:..t endorsement and will stand complete in estigation. W e i nvite you to commn nicale wi t h u s and will gladly e :rcplain, without obligating you in any way, h o w you can a share of the big profits being made from Flor ida banana growing. Write today for our illustrated booklet alld otber information Branch O ffices: Taylor Alexander Company 227 Central Ave., St. Petersburg, Fla.: 116 W Lafayette St.. Tampa, rla.: 10 Oak st .. Orlando, F la.: s. Florida Ave., Lakeland, Ia. "THE ORIGINAL BANAN A PLA TATION DEVELOPERS" Wide.-.awa.k e Sales R e present atives write tas Some good territor y available Winter Haven, Florida. Beymer Bldg 3,000 Acr es on Beautifu l Lake Marian (Eastern Polk County) Compri1ing oran1e 1rove1, dairy land, vegetable land, beautiful lake front home aitea, buaineu dittrict and hundreds of busineu and building lob for all purpoaea. Thi. mapificent u located o1> the famciua ridge of Florida, three milea eaat of Lake Hamilton, four mile S E. of Hainea City, on the banka of beautiful Lake Marian, in "IMPERIAL" Polk County. The elevation among the very higheat in the atate, and good roads are on every hand. HOMESEE KERS-W E CAN SUR ELY MEET YO U R EXACTING REQUIREMENTS A land of peace and plenty-cooled by lake breezea and aalt air, shaded by lately oaks and pines, a hundred years in the growin1. Orange, Grapefruit, Avocado Pe

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