Brownsville herald. [volume] (Brownsville, Tex.) 1910-current, 1929-04-12
TEXAS DAILY PRESs LEAGUE
Foreign Advertising Representatives
Valley Climate an Unworked
Gold Mine

California and Florida are famous for their oranges,
grapefruit and winter vegetables.
They Valley rapidly is attaining fame for pro-
ruction Of the same articles-and there is reason
to believe the consuming public is finding our pro-
ducts superior in quality.
But California and Florida are selling another
asset which is yielding much larger returns. Climate.
Tourists are spending more money annually with
in the borders of those two states than the COM
bined gross receipts from all farm products.
A survey of the United States Census bureau re-
veals that more money was spent by tourists in the
United States in 1923 than the gross receipts from
all agricultural products for the same period.
This survey revealed that more than 100000 auto
mobile tourists crossed the borders Of their home
state on vacation tours during the year. An equal
number of people made tours inside the borders Of
their homeland.
In other words, practically two thirds of the popu-
lation of the nation went mentioning"
OF the 66.OOO.OOO persons who travelled by auto
mobile not more than 100000 visited the Lower Rio
Grande Valley OF Texas-to make q very liberal
estimate.
Yet the comparatively small portion Of those
bent visitors who did wend their way to this section
spent enough money to bring a smile to the coun-
tenances OF hotel and restaurant operators. Their
presence was and is felt by dry goods and clothing
merchants, by grocers, by the butcher. the baker
and the candle stick maker"
Tourists travel is the nations leading market and
the principal. remand is for climate.
This is a commodity Of which there Is not an
oversupply. There is no danger Of overproduction.
The Valley has the goods-the next thing is to sell
them.
Some things remain to be done before we are
really prepared to cash in on the unworked gold
mine.
More variety of entertainment must be provided.
and this must be done in advance of the demand.
The recreation facilities must be at hand when the
visitor arrive. He will not await the construction
of gold courses. the stocking Of fresh water lakes
with fish, the building Of pleasure piers on our in
comparable beaches. the building Of all-weather high
ways to the recreationo centers.
More and bigger hotels will be demanded. but this
be taken care Of as the capacity Of present hostelries
are taxed. Men with money to invest will care for
this
After the recreation facilities are provided the
66,O00,O0O people who hunt a warm climate in winter
and a cool one in summer must be told about them.
and about the delightful climate.
At present the Valley is working this rich gold
mine BY the pick and shovel method and is turning
up rich pay dirt" More PICK and shovel mea are
added every time a satisfied visitor returns to his
homeland and tells of the wonderful climate and the
ideal vacation land.
But at best this is a slow method and anitquated.
Installation of modern machinery is needed.
National advertising will provide the machinery.
It is time some concrete plan was formed to really
work the "diggings."