THE SETTLING OF SARASOTA (28th in a series)

The year 1929 saw Sarasota in a deep depression. The population of the county was 12,200. Telephone subscribers dropped from 2662 to 1689. Pure pork sausage sold for 10 cents a pound, sirloin steak for 15 cents per pound.

The Ringling Causeway was in such a state of disrepair that it was closed until the city found sufficient funds to pay the labor cost for 50 men who worked on it for a month. The materials were donated.

Powell Crosley Jr. bought a 63-acre bay front property in Sarasota for $35,000 at auction. It had sold for $365,000 to a developer in 1925. He built an 11,000 square foot estate residence with 10 bedrooms and 10 bathrooms and called it Seagate.

Mr. Crosley owned an Automotive Accessories Company, a mail order auto parts company whose sales consisted mostly of thousands of five American flags in a holder that attached to the radiator cap. He also started the Crosley Radio Company in 1920 when his son wanted a radio, a new gadget that cost $130. Crosley bought a book on radios, learned how to make a crystal set and sold thousands at $9.00 each. They were called Harkos, and Crosley was called the Henry Ford of radio. In 1923 he built the 28th radio station in the U.S. with call letters WLW. It had a 500,000 watt transmitter and it was said that it could be heard anywhere on earth.

Crosley marketed the Shelvador electric refrigerator in 1932, the first with shelves in the door. The inscription on front of it read: Crosley/Shelvador/made in USA.

The Cincinnati Reds baseball team was struggling to survive in 1934. Powell Crosley bought the team, installed lights on the playing field, and the Reds played seven games “under the lights.” Attendance was ten times that for a normal day game.

Franklin Delano Roosevelt was inaugurated as the 32ND President of the United States in March 1933 and instituted a special session of Congress to pass a make-work program called the “New Deal”. On Saturday, December 2, 1933, the Conservation Corps (CCC) one of 21 New Deal programs, distributed 641 checks in Sarasota totaling $4,775, an average of just over $7.00 per worker.

(To Be Continued)..

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