Life, 1925-12-03 · page 67 of 84
Life — December 3, 1925 — page 67: what you’re looking at
What you’re looking at
This is not satire—it's a **real estate advertisement**, likely from the 1920s Florida land boom. The page promotes "Indrio," a planned residential community 60 miles north of Palm Beach, marketing it as "America's Most Beautiful Home Town." The pitch emphasizes luxury amenities (golf course, yacht harbor, casino), Mediterranean-style architecture, and Florida's natural attractions (Indian River, sandy beaches, game fishing). Multiple photographs showcase the proposed development. For modern readers: this represents the speculative real estate fever that swept Florida during the 1920s, when developers marketed undeveloped land to wealthy northerners seeking escape from harsh winters. The grandiose language ("masterpiece of civic planning," "men of large affairs") and emphasis on climate were typical sales tactics of the era. The page's rhetorical question—"To you who have tired of the ugliness and climatic discomforts of northern cities"—directly targets affluent urban readers. A tear-off coupon invited inquiries.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
> LIFE - Horida Te DRIO WHICH MAN AND NATURE WILL COMBINE TO MAKE cAmerica’s Most Beautiful Home Town Pow a pine and palm clad slope on Florida’s sun-drenched East Coast—just 60 miles north of Palm Beach on the Dixie Highway and Florida East Coast Railway. From its crest one looks down on the lovely Indian River, a stretch of shimmering sea water separated from the Atlantic Ocean only by a narrow strip of tropical jungle land. Game fish abound in these nearby waters and wild fowl are plentiful in season. Sandy beachesand arolling surf bring joy to the heart of the bather. Insummercool breezes sweep in from the sea, while win- ter days are made balmy by the genial Gulf Stream. {Such is the setting of Indrio, destined to become America’s most beautiful home town. Here midst the splendor of Florida sky and verdure, is being planned a residential community to charm the most critical eye. A Masterpiece of Civic Planning Indrio is the vision of men of large affairs, who command the financial resources and artistic genius necessary to insure its realization. Famous architects and land- scape gardeners have been retained to make Indrio a civic masterpiece. Already parks, plazas and boulevards 4, ~ are being laid out with an un- f g range from 100 to 200 feet in width, and will be generously planted with huge fronded palms. Architectural unity will be as- sured by the adoption of the ap- propriate Mediterranean type of architecture as standard. No resi- dence lot will be less than 100 feet wide, Indrio’s proposed improvements in- clude a million dollar hotel, bathing casino, pleasure and boat piers, yacht harbor, tennis and roque courts, bridle paths, and an 18-hole golf course. To you who have tired of the ugli- ——=¥ ness and climatic discomforts of © } northern cities, Indrio will be a | haven indeed. Here you can H| live amid beautiful surroundings in a climate unsurpassed in all | the world. An elaborately illustrated || folder describing Indrio will J gladly be sent on request. PHELPS-HENDRICKSON COMPANY Exclusive Selling Agents for East Coast Davetorment Company JOHN I. BEGGS, President Box P35, INDRIO, Florida PHELPS-HENDRICKSON CO. Box P35, Indrio, Florida hagh hosteereerg maeet . Gentlemen: Please send me your illustrated eilaad Se i € re \ folder describing Indrio, pentaw) Nee Addres, ‘propesed Indrie station of the Floride East Coast Railway comicbooks.com