CAN YOU TOP THESE? Moving ads for Lake of the Ozarks Recreation

 Lens & Pen Press, See The Ozarks, Uncategorized  No Responses »
Nov 012023
 

Painted aluminum license plate topper, 1940s. Aluminum replaced steel in almost everything due to the World War 2 war effort. As aluminum didn’t rust it continued to be used post war. Below it is a less detailed image of the icon of Lake of the Ozarks, Bagnell Dam. Painted steel. Possibly in the late 1930s.

When Americans took to the highways for family vacations, license plate toppers were affixed to their automobile’s back plate. They advertised a place or business. A few identified the vehicle owner’s profession. They were in vogue before cars were required to have two plates and before automobile designs that don’t have space around the plate for the advertising message. Most are from the 1930s to 1980s. Occasionally one sees a descendant of the topper—a license plate holder advertising a sports team, car dealer, or organization. Bumper stickers advertising “Cowboy Bob’s Reptile Ranch” were a topper’s low-class relative slapped on by a teenage lad as you gawked at diamondbacks as fat as a truck tire.

The motif of license toppers of tourist regions, like souvenirs, usually conveyed what was thought to attract visitors or sometimes dramatic architecture or an unusual landscape feature. When Bagnell Dam closed in 1931, Union Electric of St. Louis, its builder, was bursting with pride about the multi-million-dollar hydroelectric project which backed up the Osage River creating 1,100 miles of shoreline. Images of this marvel of modern technology became the region’s icon. Union Electric would be forced to sell these developable properties before a tourism boom. While the public did take tours of the powerhouse, it doesn’t seem likely that very many planned their vacation around witnessing the creation of electricity from running water.

Lazy Days Resort, Lake of the Ozarks license plate topper, marked Vernon Co. Newton, IA. Possibly 1950s. “Fishin’s good” (below) Lake of the Ozarks license plate topper. 1950s? Its graphic style is reminiscent of Jazz Age cartoonist John Held Jr. but there weren’t many promotional artifacts from Lake of the Ozarks during Held’s heyday. No specific business is promoted so it’s unclear what its origins were.

Lake of the Ozarks tourist advertising rarely featured any version of the indigenous population compared to Branson and the Shepherd of the Hills country. This reclining country bumpkin is not accessorized with a jug of corn whiskey or a floppy eared hound. He’s rural, but not a stereotypical hillbilly.

The Vernon Company is still going strong. Founded in 1902, today they employ 500 people producing products branded for promotion. Through the years their design work has been eye-catching. One of their 1950s license toppers of a roller-skating girl with “God Bless America” advertises a Philadelphia Roller Rink. It was on eBay for $395.

Lake of the Ozarks attractions have always been somewhat generic compared to Branson’s specifically regional reasons to visit—float fishing, country music, and frontier history theme parks. Branson’s symbol was Old Matt’s Cabin, domicile of the god-fearing hill folk in Harold Bell Wright’s romantic The Shepherd of the Hills. This bestseller identified the upper White River Hills as a region that had preserved old time ways. Curiously, we’re not aware of license plate toppers with a log cabin or any representation of the anachronistic culture of the place. The two tourist venues have very different beginnings and pitches to vacationers with different promotional strategies.

Our 5,000-piece collection of Ozark memorabilia and souvenirs contains license plate toppers from Lake of the Ozarks but none from Branson. The collection is now owned by Missouri State University Libraries-Ozarks Studies Institute.

Lazy Days Resort seems to have gone out of business around the year 2000. There is a Lazy Dayz Resort and RV Park at Lake of the Ozarks which opened three years ago. Their advertising used a man sipping a drink in a hammock. The reclining hillbilly of the Lazy Days license plate topper has evolved into a lazy tourist.

 

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COMPETING OZARK TOURISM ICONS: Old Matt’s Cabin vs. Bagnell Dam

 Lens & Pen Press, See The Ozarks  No Responses »
Oct 292023
 

The two biggest tourist centers of the Ozarks are Branson and Lake of the Ozarks. While graphics used to promote travel do not necessarily accurately or honestly represent those places, they can betray the character and history of places. Such is the case with the imagery used to advertise and decorate souvenirs of these two attractions.

Souvenirs from the Shepherd of the Hills Country (Branson). Its dominant motif is Old Matt’s Cabin from Harold Bell Wright’s “The Shepherd of the Hills.” Tourism and recreation were not add-ons to a dam and reservoir project here. They long preceded the building of artificial reservoirs and featured fishing and outdoor recreation with the bucolic locals playing a role.

Branson, near the Missouri-Arkansas line in southwest Missouri, began attracting travelers in the early 190s. Harold Bell Wright’s bucolic novel, Shepherd of the Hills, drew attention to the upper White River hills and their rustic inhabitants. Wright portrayed the inhabitants as colorful primitives and locals claimed to be the inspiration for various characters. The Ross house, known as Old Matt’s Cabin, became a symbol of for the area. It decorated brochures and gifts communicating that a vacation in the Shepherd of the Hills country was trip to the trouble-free past.

Lake of the Ozarks, on the northern flank of the Ozarks was created in 1931 by the closing of Bagnell Dam. This blockage of the Osage River was built by Union Electric (now AmerenUE) to supply electricity. Lacking any comparable settler mythos, pictures of the dam represented the new lake. This wonder of technology was plastered on tourist promotions and souvenirs. From the beginning, its recreational attractions have been hedonistic pleasure, boating, and fishing in the 54,000-acre reservoir. Perhaps the difficulty of picturing the artificial lake led to the inappropriate use of an industrial structure.

 

 

 

 

Lake of the Ozarks souvenirs feature Bagnell Dam, which created the reservoir for hydro-electric power, not recreation or flood control.

 

 

 

 

 

 

Most Lens & Pen titles are on sale on our website for half price, postage paid.  See the Ozarks: The Touristic Image, where you can find many more examples of this contrasting branding, is now $12.50, postage paid.

 

EARLY ENTRY IN HILLBILLY CARICATURE

 James Fork of the White, Lens & Pen Press, See The Ozarks  No Responses »
Jun 082022
 

The idea the Ozarks is inhabited by primitives has been perpetuated in books by educated travelers like Henry Rowe Schoolcraft, in popular songs like the “Arkansaw Traveler,” and in souvenir postcards, like this one by otherwise-respected photographer George Hall.

We have incorporated many quotes by Lynn Morrow in our books. This paragraph from Shepherd of the Hills County: Tourism Transforms the Ozarks, 18802-1930s by Lynn Morrow and Linda Meyers-Phinney, so perfectly describes this posed photograph that we use it in its entirety. The book exquisitely describes the romanticism and sentimentality that pervaded early Ozark tourism. Like Mark Twain, the authors debunk popular culture without dismissing the people who embraced its mythologies.

Morrow and Meyers-Phinney reproduced the Hall postcard, captioning it, “Commercial stereotyping using the Arkansaw Traveler story.”

Twentieth century Arcadians came to the White River expecting to see rustics whom the national press labelled as hillbillies, since journalists and tourists had used the term from the very beginning of commercial tourism. Ozarkers quickly learned to cash in on the demeaning hillbilly image. If the tourists wanted to see hillbillies, then hillbillies made their appearances. Float-fishing guides were model hillbillies at the gravel bar camps, telling tall tales and manipulating their Mid-South dialect for the enjoyment of sportsmen; locals at resorts and the legendary sites of Harold Bell Wright’s novel took up the challenge of dramatizing the hillbilly stereotype for visitors.

As we found in the gift shop of the Shepherd of the Hills Ziprider Canopy Tours tower, the practice continues:

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Branson’s College of the Ozarks had its beginnings in Forsythe

 James Fork of the White, See The Ozarks  No Responses »
May 062020
 

Real photo postcard of some faculty of the School of the Ozarks on a 1909 outing at Swan Creek.

Along with Harold Bell Wright’s moralistic Shepherd of the Hills influence, a component of the region’s image has been the School of the Ozarks, now called College of the Ozarks (“Hard Work U.”). It began as an effort by the Presbyterian Church to expand the limited educational opportunities for Ozark children in the early 1900s. A $20,000 brick building was built on a hill overlooking Swan Creek. A fire destroyed it in 1915. The school used the facilities of the Forsyth Public School for a time until a campus was started at Point Lookout in Hollister where the College is today.

The Christian ethical influence of Harold Bell Wright and College of the Ozarks is in sharp contrast with the more secular origins of another Ozark tourist draw, Lake of the Ozarks. Two of the three men most influential in the creation of Bagnell Dam and the Lake did time in federal penitentiaries.

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Harold Bell Wright’s erstwhile melodrama jump-starts Ozark tourism

 See The Ozarks  No Responses »
Apr 082020
 

Real photo postcard circa 1910 by G. E. Hall. Captioned on front, “At the Deer Lick, 33 Hall Photo Co.” Deer Lick is a location in the novel, The Shepherd of the Hills.

Printed on back of this very early Hall postcard is “The Shepherd of the Hills series,” Made by G. E. Hall, Notch, Mo.” At that time the entire region from Galena to Branson and surrounding hills and river bottoms of Taney and Stone counties was known as the Shepherd of the Hills Country.

In his just-published Volume 2, A History of the Ozarks, The Conflicted Ozarks, Brooks Blevins gives credit to Harold Bell Wright’s 1907 novel, The Shepherd of the Hills, for fixing an image of the Ozarks as a homeland of dramatically primitive but appealing Americans. Blevins attended a performance of the Shepherd of the Hills outdoor theater near Branson in 2013: “It wasn’t Chekov; no one goes to the ‘Shepherd of the Hills’ thinking it’s going to be. But it was entertaining—and melodramatic, syrupy, platitudinous, and predictable, just like the beloved novel on which it as based.” Blevins goes on to point out some real history about the truly dramatic night-riding Baldknobbers is worked into the sentimental storyline.

Locals began representing themselves as the real characters in Wright’s book. Photographic images of them at the landmarks where the novel took place helped perpetuate the idea the region was populated with somewhat backward but appealing characters, whose lives were uncommonly dramatic.

Lens & Pen books are available for purchase on this website on amazon.com and at Barnes & Noble. See sample pages from our new book, Lover’s Leap Legends: From Sappho of Lesbos to Wah-Wah-Tee of Waco, on our website: hypercommon.com