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Guide to the Carl Fisher Papers, 1896-1958

Contents

Overview of the Collection

Creator:
Fisher, Carl G. (Carl Graham), 1874-1939

Title:
Carl Fisher papers

Dates:
1896-1958 (bulk 1914-1939)

Quantity:
11 linear feet (28 boxes)

Abstract:
Automotive magnate and real estate developer Carl Fisher led in the creation of two cities (Miami Beach, Florida, and Montauk, Long Island, New York), and played a large role in the automotive industry. His transportation projects included the Indianapolis Speedway, Lincoln Highway, and Dixie Highway. Fisher’s papers contain his correspondence, newspaper clippings, scrapbooks, and photographs.

Identification:
1963-037

Biographical Note

Fisher's life-long involvement with the automobile industry (as salesman, racer, impresario, innovator, manufacturer, and good-roads advocate) was closely connected with his city building accomplishment in Florida. Automobiles were the basis of his fortune (Prest-O-Lite, Indianapolis Speedway) and brought about the vast influx of tourists and settlers that made Miami Beach possible. His friendships and influence among the leaders of the industry, brought to Miami Beach money and national attention, as the new tycoons of the Midwest found there a playground designed by one of their own for the brash conspicuous consumption and sports-oriented informality that characterized the period.

The flair for publicity shown by Fisher from the beginning of his career was one of the main ingredients of his success. He advertised by making news. In the early days he accomplished this by astonishing the public with physical and mechanical exploits. The attendant fame made his business enterprises prosper. Later, he sought media coverage for his undertakings by associating them with the world of celebrities--wealthy industrialists, politicians, entertainers, war heroes, socialites, sports champions--as well as by their sheer magnitude (Lincoln Highway, Miami Beach, Montauk).

He first envisioned Miami Beach as a new Palm Beach, a tropical garden of winter houses for the rich to relax in an atmosphere of luxury, refinement and leisure. He tried conventional methods (advertisements in newspapers and magazines, direct mailing of handsome booklets and brochures, etc.), with little success. He soon changed his tactics. Miami Beach was going to be a place to play rather than to rest. A sportsman himself, he was well fitted for the task. To encourage sports he built tennis courts, golf courses, polo fields, swimming pools, yacht and fishing clubs. He organized regattas, brought over entire polo teams and their mounts from England and Cuba, had a fleet of hydroplanes, speedboats, cruisers, luxurious yachts. By 1923 he was spending about $350,000 a year promoting sports in Miami Beach. This novel approach generated a steady stream of news stories from Miami Beach worth millions of dollars in publicity for his real estate ventures.

1874 January 12 Born in Greensburg, Indiana, to Albert H. and Ida Graham Fisher.
 
1886 Drops out of school in the sixth grade due to poor eyesight. Goes to work in a grocery store.
 
1886-1891 Works as messenger for a bank and a clerk in a bookstore. Sells peanuts, magazines and books to train passengers.
 
1891 Moves to Indianapolis, and, with $600 in savings, opens a bicycle repair shop with his two brothers, Rolly and Earle. Promotes bicycling by organizing two bicycle clubs, racing professionally throughout the Midwest, and performing spectacular stunts, such as riding a bicycle across a tightrope stretched between two tall buildings and making a 20-foot high bicycle and riding it through town.
 
1893 A leading manufacturer recognizes his precocious promotional talents, and gives him a bicycle dealership and $50,000 worth of stock.
 
1903 Becomes an automobile dealer, opening the Fisher Automobile Co. (agent for Reo, Packard, Stoddard Dayton). He promotes car sales by racing and getting free publicity with sensational acts, such as riding a Stoddard-Dayton while hanging from a balloon.
 
1904 Sets world’s speed record for automobiles (two miles in 2:02 minutes) in the Harlem dirt track in Chicago.
 
1904 Organizes Prest-O-Lite Corporation of America to manufacture carbide gas headlights for automobiles, in partnership with James Allison, future designer of the Allison aircraft engine.
 
1905 Goes to Europe with the American team to compete in the James Gordon Bennett Cup Races. The Americans make a poor showing, due to the inferiority of their cars.
 
1909 Builds the Indianapolis Motor Speedway, a profitable business venture as well as an invaluable testing ground. He wants to make American cars supreme and Indianapolis the center of the industry.
 
1909 October 23 Marries Jane Watts, 15, of Indianapolis.
 
1910 January Visits Miami for the first time. He and Jane stay only a week, but plan to return and buy a winter home.
 
1911 Sells Prest-O-Lite Corp. to Union Carbyde for $9,000,000.
 
1912 Buys his first Miami residence, on Brickell Avenue, through the mail. Names it the Shadows.
 
1912 Impressed with John Collins’ half-finished wooden bridge across Biscayne Bay, loans him $50,000 to complete it. As part of the agreement, he acquires from Collins 200 acres of beach and mangrove swamp. Loans $150,000 to the Lummus brothers for their Ocean Beach development and acquires 210 acres from them and a mortgage on all lowlands west of what will become Washington Avenue.
 
1912 October Convinces leaders of the automobile industry to raise $10,000,000 to build the first intercontinental paved road, "a coast-to-coast rock highway," to be known later as the Lincoln Highway.
 
1913 June 12 Collins Bridge opens. Fisher is in Indianapolis preparing to go with the "Trail Blazers" motorcade along the proposed route of the Lincoln Highway.
 
1913 Lincoln Highway Association organized, with Arthur B. Joy as president and C.G.F. as vice president.
 
1913 Announces that he will spend the next two years and $250,000 to develop his section of the beach into a winter resort city, "a tropical garden," with electric lights and telephones by 1914 and city water and sewerage by 1915.
 
1915 Lincoln Highway is completed. It will help selling automobiles beyond the wildest hopes of its backers in the industry.
 
1915 Begins campaign to build Dixie Highway, which, besides further stimulating motor transportation, will bring tourists and settlers to Florida by the millions.
 
1915 March 16 Miami Beach is incorporated as a town, with J. N. Lummus as its first mayor.
 
1915 October Arrives in Miami at the head of the Dixie Highway Pathfinders’ Tour caravan from Chicago, through Indianapolis, Louisville, Nashville and Chattanooga.
 
1915 Buys J. N. Lummus’ land west of Washington Avenue for $500,000 in partnership with James Allison, A. C. Newby and James A. Snowden. Organizes the Miami Ocean View Co. to handle its development.
 
1915 Begins building another residence, also called "The Shadows," this time on Lincoln Road in Miami Beach.
 
1916 Builds (1) Lincoln Hotel, a 32-unit apartment hotel to accommodate overflow guests from The Shadows, (2) Cocolobo Cay Club, a millionaires’ fishing club on a small key near Caesar’s Creek, and (3) the Roman Pools, for some time the social center of Miami Beach.
 
1916 Sells a few lots ($40,000).
 
1917 April U.S. declares war on Germany. Fisher proposes using Speedway as a military airfield. His proposal is rapidly approved. He is appointed to the National Advisory Committee on Aeronautics and made chairman of the Landing Fields and Flying Routes Subcommittee of the Civil Aerial Transport Committee.
 
1917 May Miami Beach is incorporated as a city.
 
1917 Sells $52,000 worth of lots.
 
1917-1918 Builds Star Island, first completely artificial island in Biscayne Bay.
 
1918 Sells $132,000 worth of lots.
 
1919 Sets up the Miami Beach Bay Shore Co. in partnership with the Collins family (Fisher 51%; Collins 49%).
 
1919 August Buys a 30-acre island (Fisher Island) south of Government Cut and sets up a new corporation, Peninsula Terminal Co. with the idea of enlarging the island and making a deepwater seaport. This plan is bitterly opposed by E. G. (Ev) Sewell and the Miami Chamber of Commerce, who favor a mainland location for the port. The controversy continues through the 1920s and 1930s and isn't settled until 1965.
 
1919 Sells $300,000 worth of lots after deliberately raising prices by 10% and announcing that he will continue to raise prices at least 10% each year. "We try to give our customers an investment that substantially and steadily grows in value."
 
1920 Builds the 150-room, $2,000,000 Flamingo Hotel. The Flamingo and the completion of the County Causeway account for the high volume of sales (almost $2,000,000) during the year of tight money that preceded the 1921 depression.
 
1921 January President-elect Warren Harding spends a weekend in one of the Flamingo's luxury cottages as his personal guest. The genial Harding obliges posing for publicity pictures on the golf course with a baby elephant for a caddy and with game fish at Cocolobo Cay Club, where Fisher takes him in his yacht, Shadow K.
 
1921 November 13 After 12 years of marriage a son is born to the Fishers. The child dies 26 days later. Fisher and Jane drift apart. He begins to drink heavily.
 
1922 Sells "Blossom Heath," his Indianapolis home, and buys a house in Port Washington, Long Island, N.Y. Also rents an office in Manhattan to be near "where the big money is."
 
1922 Agrees, then declines, to adopt a three-year-old boy. Jane adopts the child on her own.
 
1922 His funds nearly exhausted by years of dredging, clearing mangroves, filling the swamps, bulk heading the new shorelines, creating artificial islands, building roads, utilities, golf courses, polo grounds, yacht clubs, hotels, schools, a church, a theatre, homes, sponsoring sporting events, etc., his great gamble begins to pay off. Lots begin to sell well. The Florida real estate boom is on.
 
1923 Builds the luxurious 189-room Nautilus Hotel at a cost of about $2,000,000.
 
1923 Sales reach $6,000,000.
 
1924 Sales reach $8,000,000.
 
1925 Sales reach $23,000,000, despite the fact that, unlike many Florida boom realtors and speculators, he adheres to a conservative, scrupulously honest sales policy. By now his fortune is estimated at $50,000,000 to $100,000,000.
 
1925 Looking for a new, bigger challenge, Fisher buys 10,000 acres on the sandy eastern end of Long Island, N.Y., with the idea of developing Montauk, "the Miami Beach of the North," as a summer resort and deep-water transatlantic port.
 
1926 Florida real estate boom collapses.
 
1926 September Hurricane causes severe damage to Miami Beach properties. Fisher halts all work in Montauk and proceeds to clean up and reconstruct Miami Beach.
 
1926 Jane goes to France and divorces him.
 
1927 Sells Indianapolis Motor Speedway to a group headed by Eddie Rickenbacker.
 
1927 June Marries his private secretary, Margaret Collier. Drinks heavily, gains weight, health begins to fail.
 
1929 Stock market crashes. Fisher's main source of cash, payments on contracts and debts, fails as notes mature and go unpaid. Montauk bonds come due. Rather than letting down his friends and fellow investors, he makes good from the proceeds of sale of Speedway and Miami Beach funds.
 
1930-1931 Various schemes to refinance Montauk fail. Montauk bonds go unredeemed.
 
1932 Montauk Beach Development Corporation goes into receivership.
 
1934 Bankruptcy proceedings are filed.
 
1935 The Carl G. Fisher Co., a holding company comprising 21 other Fisher corporations, is taken over by creditors. Personal bankruptcy is avoided, but he is no longer a wealthy man. The Bayshore Co., controlled now by the Collins family, gives him a salary of $50,000 a year, later reduced to $25,000, then to $10,000. Personal property (houses automobiles, yachts, club memberships) are all sold to meet obligations.
 
1935 Separates from Margaret and moves to small house on 51st Street. Continues to drink, despite a deteriorating liver condition which requires painful weekly drainage of about 20 pounds of excess fluid from his abdomen.
 
1939 July 15 Dies at St. Francis Hospital, Miami Beach, from a massive gastric hemorrhage.

Scope and Contents

The Fisher papers document Carl Graham Fisher’s conontributions to activities that greatly influenced American life in the 20th century, namely urban development, automotive transportation, publicity, and sports. The collection's greatest strength is the almost day-to-day picture it draws of the building of Miami Beach from a wilderness into a world-famous resort city (1912-1926). The papers also include materials pertaining to the development of Montauk (Long Island, New York).

The collection consists mainly of business and personal correspondence. The papers include clippings, photographs, legal documents, financial reports and statements, memoranda, telegrams, pamphlets and brochures, blueprints, and patents.

The Fisher Papers are organized into three series: (1) correspondence; (2) newspaper clippings, scrapbooks, and ephemera; and (3) photographs. Letters and printed materials (except clippings) are filed together chronologically in folders labeled according to individual correspondents or topics, and arranged alphabetically.

Index Terms

Automobile industry and trade
Dixie Highway
Fisher, Carl G. (Carl Graham), 1874-1939
Indianapolis Motor Speedway Corp.
Lincoln Highway
Miami Beach (Fla.)
Montauk (N.Y.)

Administrative Information

Restrictions on Access

Collection is open for research.

Preferred Citation

Fisher Papers, Historical Museum of Southern Florida

Acquisition Information

Bequest of Jane Watts Fisher, 1963.

Processing Information

It is unclear whether the file folder headings for the correspondence were established by Carl Fisher or by Polly Redford. Redford is believed to have extensively rearranged the papers while writing her history of Miami Beach, Billion Dollar Sandbar (New York: Dutton, 1970).

Bibliography

Books and documentaries that used the Fisher papers for primary research.

Davis, Mark.Mr. Miami Beach: the Remarkable Story of Carl Fisher. [video recording] WGBH Educational Foundation, c1998. 60 minute documentary, which aired on PBS television as an episode of The American Experience.

Fisher, Jerry M.The Pacesetter: the Untold Story of Carl G. Fisher. Ft. Bragg, Ca.: Lost Coast Press, 1998.

Kleinberg, Howard.Miami Beach: a History. Miami, Fla.: Centennial Press, c1994.

Redford, Polly.Billion Dollar Sandbar: a Biography of Miami Beach. New York: Dutton, 1970.

Container List

Series 1: Correspondence

Box Folder Contents
 
1 1-3 Aerocar
4-6 Aerocar Company of Detroit
7-8 Allison, James
9 Anderson, William T.
Macon Telegraph.
10 Aquarium
11-12 Automobile men
13-14 Automobiles
15-16 Aviation
 
2 1-2 Aviation - Landing fields and flying routes
3-4 Bahamas
5 Balloons
6 Barry, William
7 Bath Club
8 Bicycles
9 Biography
10 Bishop, Mildred R.
11-12 Boat races
13-14 Boat races--Fisher--Allison trophy
15-16 Boats
17 Books
18-19 Boom
 
3 1 Britten, Fred A.
2 Capone, Al
3 Caribbean Club
4 Carl G. Fisher Corporation
5 Casino, Roman Pools
6-7 Celebrities
8 Champion, Albert
9 Chapin, Roy D.
10 Charities
11 Cocolobo Cay Club
12 Coffin, Howard E.
13 Collins, Irving
14 Collins - Pancoast
15 Committee of One Hundred
16-17 Corporations
 
4 1 Cox, James M.
2 Curtiss, Glenn
3 Deering family
4-6 Dixie Highway
7 Elephants
8-11 Estate of Carl G. Fisher
12-13 Everglades National Park
14-15 Family - Father and brothers
16 Family - Mother
17-20 Family - Relatives and family tree
 
5 1 Finances, To 1920
2 Finances, 1920
3-4 Finances, 1921-1930s
5 Finances, 1922-1926
6-7 Finances, 1927
8 Finances, 1929
9 Finances, 1930
10-12 Finances - Bankruptcies, reorganization, receiverships, etc.
13 Finances - Personal, after "crash"
14-15 Finances - Statements and summaries
 
6 1 Firestone, Harvey S.
2 Fisher, Jack Welsh
Adopted son.
3-4 Fisher, Jane, To 1925
5-7 Fisher, Jane - Correspondence with Carl G. Fisher, 1929-1939
8-9 Fisher, Jane, 1925-1968
10-13 Fisher, Margaret Collier
14 Fisher, Margaret Collier - Bank statements
15 Fisher, Margaret Collier - Correspondence with Carl G. Fisher, 1934
16 Fisher, Margaret Collier - Correspondence with Carl G. Fisher, 1935
 
7 1 Fisher, Margaret Collier - Correspondence with Carl G. Fisher, 1936
2 Fisher, Margaret Collier - Correspondence with Carl G. Fisher, 1937
3 Fisher, Margaret Collier - Correspondence with Carl G. Fisher, 1938
4 Fisher, Margaret Collier - Correspondence with Garret P. Heath
5 Fisher, Margaret Collier - Correspondence with parents
6 Fishing
7 Flagler Monument
8-9 Flamingo Hotel, 1919-1925
10-11 Flamingo Hotel 1927-1929
12 Flamingo Hotel, 1930-1933
13 Fleischmann, Julius
14 Florida Keys
15 Galloway, William H.
16 Gambling
17-18 Golf
 
8 1-2 Hannagan, Steve
3 Harding - Presidential visit to Miami Beach
3-6 Health
7 Heath, Garret P.
8-9 Homes on Miami Beach
10 Hertz, John D.
11-12 Hotels
13 Hurricane, 1926
14 I. I. Board - State matters
15-16 Indianapolis Motor Speedway Corporation
17 Japanese Gardens
Includes material on Kotaro Suto and Shigezo Tashiro.
18 Jews
19 Joy, Henry B.
 
9 1-2 Kettering, Charles F.
3-6 La Gorce, John Oliver
7 La Gorce Golf Club dedication
8 Lasker, Albert D.
9 Le Boutillier, George
10-11 Levi, John
12-16 Lincoln Highway
17 Lincoln Hotel
18 Lummus, J. N.
19-20 Mahoney, Daniel J.
21-22 Memorial Monument, funeral, mausoleum, etc.
 
10 1 Messing, Abe L.
2 Miamians
3-4 Miami Beach - Advertising
Correspondence.
5 Miami Beach - Biota
6 Miami Beach - Depression
7-8 Miami Beach - Development - details, 1920-1924
9-10 Miami Beach - Development - details, 1925
11-12 Miami Beach - Development - lights, streets, labor, construction, etc.
13-14 Miami Beach - Development - summaries
15-16 Miami Beach - Dredging
17-18 Miami Beach - Sales, 1915-1926
 
11 1-2 Miami Beach - Sales, 1927-1936
3 Miami Beach Bayshore Co.
4 Miami Beach Rod and Reel Club
5-6 Miami Ocean View Co.
Pertains to Star Island.
7-12 Milton, Thomas W.
13 Miscellaneous
14-16 Montauk - Boom, 1924-1926
17-19 Montauk, 1927
 
12 1-3 Montauk, 1927
4-5 Montauk, 1928
6-7 Montauk, 1929
8-12 Montauk, 1930
13 Montauk - 1931 and after
14-15 Montauk - Summary analysis
16 Moskovics, Frederick E.
17 Myers, T. E. (Pop)
 
13 1-8 National Bureau of Analysis
9 Nautilus Hotel
10 Negroes
11 Ocean front
12-15 Odell, Ann Rossiter
 
14 1 Olds, R. E.
2-6 Patents
7-8 Peninsula Terminal Co., 1919-1923
Relates to Port of Miami.
9 Personal
10-11 Personality
Miscellaneous information relating to friendships, opinions, etc.
12 Polo
13-14 Port of Miami
 
15 1-2 Port of Miami II
3-4 Port of Miami - Free port controversy
5 Port Washington, L. I.
6 Prest-O-Lite Co.
7 Prohibition
8-9 Reed, Arthur B.
10 Rickenbacker, Edward V.
11 Rogers, Will
12 Russell painting
13 St. Francis Hospital
14 Schools
15 Seiberling, F. A.
16 Sewell, E. G.
17 Shutts, Frank B.
Editor of the Miami Herald.
 
16 1 Soldier Key
2 Sports
3 Steamship lines -- Havana, Montauk, etc.
4 Talbott, Harold E.
5 Tennis
6-10 Treiber Diesel Engine Corp.
11-13 Tyndall, Robert H.
General.
14 Utilities
15 Vanderbilt, W. K.
16 WIOD [radio station]
17 Women
18 Wood, Gar
19 Zoology, wildlife

Series 2: Newspaper clippings, Scrapbooks and Ephemera

Box Folder Contents
 
17 1 Newspaper clippings
2 Scrapbook pertaining to obituaries and funerals
3 Scrapbook pertaining to news
 
18 1 Checkbook
2-3 Deeds
4 Exhibits
5 Financial statement of the Lincoln Highway Association.
6 James Whitcomb Riley Hospital for Children
7 The Lincoln Highway
8 Miami Beach Junior Chamber of Commerce
9 Newspaper clippings.
10 Official program of the 20th Annual Biscayne Bay Regatta.
11 Personal correspondence.
12 Record book.
 
27 1 Clippings: Alton Beach Realty Co. and Miami Ocean View Co.
2 Clippings: Aviation
3 Clippings: Fisher, Carl - general articles
4 Clippings: Fisher Home, Miami Beach
5 Clippings: Indianapolis Motor Speedway
6 Clippings: Memorials for Carl Fisher
7 Clippings: Miami, Miami Beach Boom Times
8 Clippings: Miscellaneous
9 Clippings: Montauk, Rhode Island, NY
10 Clippings: Obituaries, Carl Fisher
11 Clippings: Sports
12 Clippings: Streetcars
13 Clippings: W.I.O.D. radio

Series 3: Photographic Prints

Box Folder Contents
 
19 1 Boats and boating. Photo album
2 Carl Fisher funeral. Photo album.
3 Elephants on Miami Beach. Photo album, with captions. Photos by Claude Matlack
4 Yachting trip. Photo album.
5 The Shadows, Carl Fisher's home / photos by W. A. Fishbaugh. Photo album, with lengthy captions.
 
20 1 "Thomas M. Howell Fishing expedition to Galapagos Islands" / photographs by Claude C. Matlack. Photo album. 1934
2 "Scenes in Fisher Pass and on the Seiberling Section of the Lincoln Highway, on the Great American Desert in Utah." Photo album, with captions. 1915-1918.
 
21 Montauk, New York ca. 1930. 47 11 x 14 photographic prints (sepia) mounted on 13 x 16.5 inch boards. Subjects include beaches, dwellings, horse-back riding, golf, boating and scenic landscapes.
 
22 Portraits of Carl Fisher, friends and family.
 
23 1 Miami Beach, 1914
2 Miami Beach, 1914
3 Miami Beach, 1915
4 Miami Beach, 1916
5 Miami Beach, 1917
6 Miami Beach, 1918
7 Miami Beach, 1919
 
24 1 Automobiles
2 Balloons
3 Bicycles
4 Boats and boating
5 Casinos, Bathing
6 Cocolobo Cay
7 Fisher, Carl
8 Fisher, Carl - To ca. 1910
9 Fisher, Carl - Blimp ride and airplanes
10 Fisher, Carl -- Christmas
11 Fisher, Carl - Sports
Golf, polo, etc.
12 Fisher, Carl - Studio portraits
13 Fisher, Jane?
14 Flamingo Hotel
15 Harding, Warren
16 Indianapolis Motor Speedway
17-18 Miami Beach and Environs / photos by Claude C. Matlack, 1922
 
25 1 Miami Beach -- Development and Construction
2 Miami Beach Hotels
3 Miscellaneous
4 People
5 Portraits and snapshots of people
6-7 Portraits of family, relatives and ancestors. Mainly albumen prints.
8 Portrait of John C. Graham
Tintype.
9 Riley, James Whitcomb
10 Treiber Diesel Engine Corp
 
26 1 Yachting trips
1 unidentified. -- 2 Nassau. -- 3 Nassau and Hope Town.
2 Yachting trips.
4 Garden City. -- 7 Florida Places . -- 8 Miami and Cuba.(Miami, St. Petersburg, Tortugas, Key West)
3 Yachting trips.
9 Cuba. -- 10 Long Key and Turtle Harbor. -- 11 Miami Beach. -- 12 Miami Beach and Grassy Harbor.
4 Yachting trips.
15 Miami and Grassy Bay. -- 16 Grassy Bay and Bimini. -- 17 Miami and Grassy Bay. -- 18 Miami and Port Washington. -- 19 Port Washington and Montauk Point.
5 Yachting trips.
20 Port Washington and Montauk Point. -- 21 Port Washington and Bermuda.
 
28 1 Miami Beach aerial views / Richard B. Hoit. 2 items.
2 Dwellings.
3 items.
3 Florida Public Relations Association. Hall of Fame certificate, 1961.
4 Automobile racing. 2 items.

 

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