The Washington times., 1924-01-28
All San Franciscans
Knov "Jin1 Rolph
Popular Mayor Now Is Serv-
ing Fourth Term Keeps
Tax Rate Lowest in ~. s..
Buying Traction Line, and
Making Record Improve
2 ments.
BY FRED /. WALKER,
Cosmopolitan News Service.

SAN FRANCISCO, Jan. "a
This city boasts . mayor VINO mas
held office longer than the chier
executive of any other large city
government in the United States.
He is James Rolph, jr., who has
lust been reelected for the fourth
consecutive term Of four years by
the largest vote Of his career.
And the end is not yet in sight.
Ask any man on the street what
he thinks of Mayor. Rolph and
the answer win be emphatic in
dorsement. You will be told Of
his genial personality-everyon
calls him "Jim" and If you stop
to linger, San Francisco's tax
rate-$3.47 a hundred on a 80
per cent valuation-will be parad-
ed before your eyes.
Every one in those parts knows
that San Francisco has the lowest
tax rate in the country. And the
massive civic center, parks, play
grounds and municipality owned
street car lines attest 1t has not
been obtained at the expense OF
progress.
The real reason behind Rolph's
political success IT, In his ability
as q business man. Mayor Rolph
is an institution. He represents
to San Francisco the spirit OF prog
ress they have come to believe is
typical Of the city.
Mayor Rolph is one who does
things. When election rolls around
he goes before the public with a
platform Of work.
LET me finish what started"
he tells the voters. He is re-
completed and then new projects
are planned. It is a never-ending
circle. Finish one job and start
another. If Mayor Rolph did not
finish them he would not be re.
elected; but he does finish them.
Won On Personality.
A singular fact anent Rolph's in.
PRODUCTION to the mayors chair In
that he originally was selected
because Of his personality. His
success in the business world was
known to all. But San Francisco
needed polished executive first, a
business man second.
Back in 1912 definite plans were
being laid for the Panama-Pacific
International Exposition, which
was to be held in 1915.
Direct financial gains to the city
occasioned by this enterprise would
be eclipsed only by the invaluable
advertising that would follow the
return. Of tourists to their home
towns. all agreed.
A man was needed as mayor who
would be able to meet foreign
dignitaries in a manner that would
stamp San Francisco as city
that knew how"
Jim Rolph" the successful
young business man was selected
as the likeliest candidate. He had
personality, his friends were numer-
Gus.
Had Good Majority.
Rolph was elected by a good
majority and the exposition later
proved to be big success.
When the city settled down to
normal, it was discovered that
Mayor Rolph was more than an
exposition mayor" Rolph, the
business man, was running the city
government more efficiently than
many dreamed it could ever be
run.
Long discussed improvements
were commenced. New streets were
laid. The hills that had stood for
generations as stumbling blocks in
the path Of progress were tunneled
and new districts were opened to
home-seekers.
The city hall was started and
actually completed under the orig
nal estimate.
Five Cent Fares.
One fine morning San Francisco
awakened to find 1t had q new
municipality owned street car line.
It has been in operation eleven
years now and has steadily i'm
proved its service to the public
through the addition Of ten addi-
tonal lines.
And today the fare IL but five