Book Review
Castles in the Sand:
The Life and Times of Carl Graham Fisher
Mark S. Foster
 Castles in the Sand: The Life and Times of Carl Graham Fisher
is a definitive biography that captures the vivid life of one of the most multifaceted entrepreneurs of the early 20th century. Carl Graham Fisher is perhaps best known as one of the founders of the Indianapolis Motor Speedway in 1908. He is also credited with: helping to establish the
Lincoln Highway -- America's first transcontinental highway, manufacturing some of the
first gas headlights, and developing Miami Beach as a winter playground. Fisher has been
called "The Hoosier Barnum," a "Practical Visionary, and a "Prime Mover." Whatever his
title, Fisher could be characterized by his love of life, an urge to build, and a desire to
make the world a better and happier place to live.
Born in Greensburg, Indiana, he began his activity in sports as a bicycle racer. He leveraged this interest into opening a bicycle shop, where he first demonstrated some of
his promotional skills. As the bicycle fad of the 1890's died down at the turn of the century, another form of transportation took its place -- the automobile. Fisher and his friends soon extended their energies to automobile racing. He quickly grasped the future of the automobile and opened one of the first showrooms in Indianapolis. Again, he employed various promotional stunts to advertise his agency.
His vision for grand ventures was first demonstrated when he and James Allison obtained the rights to manufacture and market compressed acetylene headlight systems for
automobiles, in 1904. Prest-O-Lite prospered and in 1913, Union Carbide purchased the company for $9 million. Fisher and Allison would invest their new wealth in other ventures.
In 1908, after being a competitor and spectator at numerous auto races across the nation, Fisher was eager to build a proving ground "to establish American automobile supremacy." He optioned 320 acres for $72,000, brought in four partners and created the Indianapolis Motor Speedway. The first auto races were in August 1909, with the first Indianapolis 500 on Memorial Day 1911. Fisher sold his interest in the Speedway to Eddie Rickenbacker in 1927.
Next Carl funneled his promotional skills on a problem that had plagued travelers for decades -- bad roads. On September 1, 1912, he announced his plan for a transcontinental highway from New York to San Francisco. His appeal led to the founding of the Lincoln Highway Association in 1913, with Henry B. Joy of Packard Motors as president and Fisher as vice president.
At the same time, Fisher also enjoyed wintering at his white mansion on the edge of Biscayne Bay in Florida. It was here that he conceived his idea of improving a jungle of
mangrove swamps to be known as Miami Beach. He used his proceeds from the sale of Prest-O-Lite to build this "winter playland for himself and his friends." Development of land and facilities in Miami Beach took place over more than a decade by the shrewd marketing and promotional activities of Fisher and other like-minded individuals. Activity in the south Florida was definitely booming when the hurricane of September 1926 devastated Miami Beach and began the collapse of his Florida real estate empire.
As revenues from his Miami Beach ventures began to mount in the mid-1920's, Fisher began to develop his dream of "The Miami Beach of the North" at Montauk on Long Island's eastern tip. Some of the grand facilities were in place by the fall of 1926 when his financial domain began to unravel. The stock market crash of 1929 and the Great Depression forced bankruptcy of Fisher's Montauk holdings.
Unfortunately, Fisher's organizational and promotional skills were out-of-date with the economical realities of the mid-1930's. He died in 1939 with an estimated net worth of
over $55,000, but his legacy lives on.
This biography is the result of copious research and provides a characterization of one the most flamboyant businessmen of the early 20th century. The author sets Fisher's
insights, triumphs, loves, and shortcomings into the proper context. The book is an excellent account of one of America's automotive pioneers who provided us with a rich leisure and entertainment legacy.
Castles in the Sand: The Life and Times of Carl Graham Fisher, Mark S. Foster,
Gainesville, Florida, University Press of Florida, © 2000. ISBN: 0-8130-1809-9
Peruse Castles in the Sand: The Life and Times of Carl Graham Fisher at Amazon.com
Previous Features
|
|
