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.
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.
