The Richmond Virginian. (Richmond, Va.) 1910-1920, 1915-05-30
SOUTH SHOULD PRESENT
VACATION LAND CLAIM
Pointing the Way to Roads and
Resorts In South.
WINTER CLIMATE AN ASSET
Tourist Business Should Not Be Over
looked as Source Of Millions of Dol
lars Spent for Pleasure-Adyertis-
Ing Will Get IL.
Manufacturers Record).


magazines of the country during the
last few weeks without having been
impressed with the exceptionally al
tractive advertisements that are being
carried by the New York, New Haven
and Hartford Railroad in the interest
of New England as THE Vacation
Ground" of the country. The adver-
tisements themselves, in style and
wording and display. have been WORTHY
of the magnificent work that this and
other roads of New England have for
years been doing in behalf of the de-
velopment of the tourist business OF
that section.
Some years ago It was estimated
that the tourist crop of New England
was annually worth over $50. 900, 00C
to that section. If these figures were
correct at that time. they have
enormously Increased since. for by
reason of the broad work of the rail.
roads and the hotels and the people oil
New England all combining to EN-.
phasize the attra ctions of that coun.
try for summer tourists. there has
been a steady expansion in the cror
harvested.
1t is said that the particular adj
vertisement which recently appeared
in so many of the leading daily papers
and magazines of the country cost the
railroads who got 1t up $4,000 or
more. But that Is apparently only a
small part of the money that they
are spending. for that probably does
not include circulars and folders and
other literature which have been 80
widely distributed, nor other adver-
tisements which many appear from
time to time.
An expenditure of this kind In typi-
cal of the spirit with which New Eng
land and the people identified with its
development have carried out the cam
paign which has made that section the
tourist region of America. New Eng
land has spent not only millions. but
tens OF millions of dollars to better its
roads tn order TO make motoring at
tractive to the visitors. 1t has pro-
vided every possible facility in the way
Of accommodations from the mex
pensrve to the most elaborate and ex-
penstve. II has realized that there is
no better business in which IL can en-
gage for It's own profit, as well as for
the broadening OF the knowledge Of
the people OF the country of the at
fractions Of that section. than the de-
veiopment of the tourist business.
The South and Southern railroads
may we'll learn a lesson from the work
that Is being done by railroads, by in
dividuais and by States to develop the
eyer-growing tourist business of New
England. The mountain regions of
the South afford almost unlimited OPP
portunity for the development of the
tourist business during the summer
months. This business ought to he
- Ia
IL II was handled as broadly as that
business to the Sand Hill regions OF
the South, to Florida and the Cult
coast and other points could easily be
doubled II the same broad expenditure
and broad treatment of the whole sub
feet as in New England should be
given to the development of this bust
ness.
AS vet the South has scarcely COM
menced to realize on Its winter climate
as an asset. This asset can be de-
veloped to produce a crop not simply
of $4,000. 0o0, such as that reported
of New England, but OF a good many
times $50. 900 900.
Some months ago the Manufaetur-
ers Record published detailed state
ment from an American correspondent
then In Europe showing that italy an
nuaiiy receives sT80. 100000 from Its
tourist business. The Italian govern
ment and the Swiss government have
for many years given much of their
energy to the development of this
business.
II ia more important now than ever
before that every effort should be
made by the South to enlarge its tour
list business and to bring to this sec
ton the tens Of thousands of Ameri-
cans who in the summer time have
fiocked to all Europe and in winter
time have helped to crowd the winter
resourts Of Italy and other Mediter-
ranean cities. Facilities from the most
inexpensive to those OF the very high
est and most expensive kind should be
provided. State governments should
take hold Of the situation in order to
see that the boarding houses and
hotels which cater to this trade are In
proper sanitary condition and are
properly managed. in order that those
whosbecome the guests Of. the South in
this way shall have the very best
facilities that can be provided. whether
they be expensive or inexpensive.
1t IL incumbent upon the railroads
Notwithstanding their shortage of
revenues. to recognize that . wise ex-
penditure and the broadest kind OF ad-
vertising are absolutely essential to
the development OF this business. To
reduce their expenditures at such a
time a. this Ia shortsighted In the ex-
treme. Rather should they stretch
every. point, and with q bold, aggres-
sivs stand undertake To so cultivate
the attention OF the American public
az 70 make certain that this section
win overcome BY an ever-increasing
tourist business any erroneous impress
sions about the South and setting 1t In
It's true light. The situation Is such
that bold. broad, vigorous work on the
part OF the Southern railroads and
Southern people ID needed, and IL IL
scarcely conceivable that farseeins
men or corporations could for a mo-
ment justify themselves in any lessen
ing OF their activities Rather ID the
situation one that demands IN aggres-
sive work which weaiid show that the
people and the corporations or thin
section are ready TO meet every emery.
ency--to meet II boldly and broadly,
New England n setting 4 splendid az.
nuxrle s1lk ~ ruth f1ilcs y