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Promoting the Golden West: Advertising and the Railroad Author(S): Alfred Runte Reviewed Work(S): Source: California History, Vol

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Promoting the Golden West: Advertising and the Railroad Author(S): Alfred Runte Reviewed Work(S): Source: California History, Vol Promoting the Golden West: Advertising and the Railroad Author(s): Alfred Runte Reviewed work(s): Source: California History, Vol. 70, No. 1, Railroads in California and the Far West (Spring, 1991), pp. 62-75 Published by: California Historical Society Stable URL: http://www.jstor.org/stable/25158553 . Accessed: 08/12/2011 12:52 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact [email protected]. California Historical Society is collaborating with JSTOR to digitize, preserve and extend access to California History. http://www.jstor.org HBHfi^N-,: :-y-J& ^l3l?tfi?Sa^^MfcL Itt^jJJtl^WfiiM ' HHsP^ iP^?^[,^.^la.......[^B9fl v:::; H^^||PQ&u P/j# ,'<? la^a.B.B.l^a^a^>^a.BaMl^^fcllg|M^^Bl|W^t Jlyl^pHii^^^^^^^^^^^^^B BBaBaBaBaBaH>BaaBWB-**+* "-'"'-; -SaaBaBaBaB^BBBaBaallaBaBaBaBaBaBaBaBBaBaB^B^HpP^ '^SaaBBm. 'V'Tr^^^^lB^BaBW^^a^aBaBaBaBaBaBaBaBaBaBaBaBaBaBaBaBaBaBaBaBaBaBaBaBl IH8H9HHU, M^^LaHafaaaa^aHaaaHH^Cr ^llBaWa^l^PK2^^^^^^^^^| laaaaaaaHBi^Ha ""^^B^aaPHMP^^^- A'^SMft^S^^ ^H^^B J* "W V*l-*? aafJn '^KnSitfl^ia^ia^ia^ia^ial " LHa^HHEP' ^' cL. *Tnr ;-t flHMHal ^wi^y^HiBP^^ ^La^La^La^La^La^La^La^La^La^La^La^Lai ^IpbBBIIIPF mk\B r^- --dHIB yjaaWHlBaV a^B.B.B.B.B.B.B.B.B.B.B.B.B.B.B.B.B^H ' ' ' mmmr^aaBaHBIBilniiMnii iiirinli Jr-mF -L* **! mmm\\mW^W^BBMMMMMMMm^BP^WaWMMgElf^ WsJMMMMMMMMMMMMMMMMMMMMMM ^rtsfel^^^^^ffBWr ^Hafa.BfB^B.B^i.B.B.B.B^[alB.B.B.B.B.B.B For their to advertise western travel railroad campaigns adventure, companies employed some of the leading commercial artists of the nineteenth and early twentieth century. One of the most prolific of these was W. H. Bull, the creator of this 1898 poster promoting the Southern Pacific Company's famed "Sunset Limited" passenger train between New Orleans and California. Bull's art also graced the advertising materials of the Union Pacific and other western lines. Courtesy Southern Pacific Transportation Company. 62 CALIFORNIA HISTORY the Golden West: Promoting and the Railroad Advertising byAlfred Runte In these days of color television and lifelike pho of the Northern Pacific Railroad extension pro of evinced a and interest in rail tography, the unique artistry and elegance ject, strong growing rail travel promotion have long since been for travel promotion. A $500 loan from Cooke to the are gotten. Gone, after all, America's great trains, renowned painter Thomas Moran?allowing the artist to said those whose arrivals and departures excited daily travel through Yellowstone?may be the to comment. Explore carefully, then, following have launched the Northern Pacific's distin pages. Note how it used to be during advertising's guished promotional work.1 golden age, the period from roughly the turn of the In 1892 the Atchison, Topeka & Santa Fe Rail was Moran west to century through the late 1950s. This the time way also invited Thomas paint when all advertisers, including the western rail the Grand Canyon. Although the Grand Canyon on not receive status as a roads, relied heavily accomplished commercial would protected until 1908 was artists. The railroads' objective simple and national monument, the Santa Fe Railroad, like the straightforward?to persuade tourists, potential Northern Pacific, proved instrumental in bringing settlers, sportsmen, and health-seekers to book another western wonderland to public attention.2 passage on company trains and coastal steamships. So too, in California, the Southern Pacific Railroad on a To encourage wanderlust, railroad art and adver began promotion grand scale in 1898 with the tising called upon many images, from breathtaking publication of Sunset magazine, under the direc scenery to exotic native cultures, to evoke the tion of the company's passenger department. True desired sensations of mystery, adventure, and inno to form, the very first issue, published in May romance. in cent In the promotion of California 1898, featured Yosemite Valley, which the railroad particular, the western railroads reached into the had already been promoting for several decades.3 rooms assur now living of the American public with the Indeed, there is little doubt that the Southern ance that the anticipations of traveling did not Pacific Railroad also figured prominently in the In lapse west of the Rocky Mountains. California establishment of the national park around the valley were wonders galore, from Yosemite and the High in 1890.4 As John Muir himself admitted to the to Sierra to the rugged Pacific Coast. Every train Sierra Club at its annual meeting in 1895: "Even the was a a means to never California indeed magic carpet, soulless Southern Pacific R.R. Co., counted on one of the most varied and exciting destinations for anything good, helped nobly in pushing the on earth. bill for this park through Congress."5 once As railroad executives knew intuitively, the For the next quarter century, the western railroads was a major selling point of their passenger trains loosed flood of stationery, postcards, calendars, much as and in not speed, but rather high adventure. As timetables, guidebooks, advertisements, each were an some sce transportation, western trains experience. way distinctly representative of regional were unaware Accordingly, anything that added to the experi nery and culture. Although people of was ence, most notably the establishment of national it at the time, the peak in railroad travel finally was to win the of parks, almost certain support reached just prior toWorld War I;when rail travel as as war in leading rail officials. Thus, early 1871 and the promotion resumed after the the early 1920s, was discussion of creating Yellowstone National Park, automobile travel already making serious Jay Cooke and Company, managers and financiers inroads into rail passenger service. No matter, the SPRING 1991 63 '' - :;1iiy[:iiaial:.iL,.dBtiipJL^ . ". ",a"l Thomas Moran's painting of the Grand Canyon, com missioned by the Santa Fe Railroad, now hangs in the Santa Fe Art Collection at the company's headquarters railroad promotion itself returned in all its color in Atchison, and Santa Fe Railroad more on Chicago. Courtesy Topeka and elegance. Once advertising focused Company. western scenery and the national parks, further as car highlighting the trains themselves magic romance coun pets of and adventure. Perhaps the was new railroads at least held their own during the decade. try's all-time favorite train the California came as a But then the disruption of rail service caused Zephyr, inaugurated in 1949 joint venture of the by the Great Depression and the demands ofWorld Chicago, Burlington & Quincy, the Denver, Rio War II. Consequently, not until the late 1940s were Grande & Western, and the Western Pacific rail the lines fully prepared to attempt recapturing the roads. Its 2,000-mile journey from Chicago to as business they had long since lost toAmerica's love Oakland included such breath-taking scenery car. affair with the private Colorado's Front Range and California's Feather Their efforts were nonetheless sincere and monu River Canyon. Well into the 1950s, the California western trains set mental. By the early 1950s the Zephyr the standard for the restructuring and new western train. had been completely reequipped with sleep redesigning of every classic passenger ers, coaches, diners, and?most significant of on all?vista-dome lounges and coaches. Predictably, [Text continues page 73] 64 CALIFORNIA HISTORY Railroad of the Far West: Advertising A Portfolio Foundedin 1898 and until1914 theSouth- managed by ([ ll ^1 Cn^ ern PacificCompany, Sunset took the lead in the HH^J jf N fW^ ^Hl^lm to Bj^^^. [\ VC^^I pj railroad'scampaign promote tourism, settlement, I I V^^ L/7 W MB and economic in California and the Far K^K) J ^~^)jj l%\ JIJ development 1k^Mk West. For the the SouthernPacific Hkfi|H ?^wfwmmMmm ^mmBm-BdHH magazine's staff, ^^^^^B Jull^B ^Jh[.H employedmany of the era's leadingauthors and artists to the romanceand ^^^^^B ^EH^H vla^HSmBx depict region's opportunity. ^^^^^H ^p^HHL %'^.^H Ha^HH! CourtesySunset Publishing Corporation. ^^^^^H ::lk^i^9.^: i:^HR WKmrnmam \\\\\\\\\\\\mBmmrl^mm 'mmmm ^-^^^^^^-^^^^__^^_i^^^^^^_BaBaBaBaBaBaBal Bat IX^BaBaBaBal ??BaBaBaB*^aBal'^LaBaBaBaBaBal "" ? :''yy: 'flBBaBaBaBaBaBaBat ' MaBak ? A jBaBaBaBaBaBaalHaBaBaBaBal a^BaBaBaBaBaBal v TDAIlil immmmmmmmmmmBBmmmMmm > &, j^BBaBaBa^BaBaBaBa^BaBa^lBaaaBBaBaBaBaB^:^:^*^^ ''-'"Ifitf Trail," the famedCalifornia artist W^?i -f '^KmmW^^B^M^^^^^^ "Apache by ^?^-n3"i MaynardDixon. Early in the twentieth ^Ih^^^^^^^^H^''^^ century;itwas commonto thinkof Native ^f^^^^f^^Kj^^^^^^^^^^k^^ Americans as a race." py-::^ western "vanishing theSanta Major fc^Ill^l^^^^^^^^^^^^^^^Bj^^i railroads,especially Fe, supported artists' and photographers' efforts ~^;f?l^ to recordnative culturesbefore -%'^S^^B^B^K/^^^/B^B^B^B^/j^^m they slipped "> away.Often romanticized, such depictions --':;'>"1^|^^^^^^^h^||^^^^^^|^3 nonetheless amore ;!^^^^^^^H^^^^H^^^^^^Hra promoted positive image ^ of Native Americans. Commissioned the ;J^ by Southern Pacific, Dixon's ^y'.^ Maynard painting of an man, which the cover i%WflB$K Apache graced of a 1930brochure advertising passenger jEMa^^^^i^^^^^^^^^wl^Sp^
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