All Aboard for Santa Fe: Railway Promotion of the Southwest, 1890s to 1930s

Amazon.com Price: $12.95 (as of 12/04/2019 02:55 PST- Details)

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By the late 1800s, the major mode of transportation for travelers to the Southwest used to be by rail. In 1878, the Atchison, Topeka, and Santa Fe Railway Company (AT&SF) become the first railroad to go into New Mexico, and by the late 1890s it controlled more than half of the track-miles within the Territory. The company wielded tremendous power in New Mexico, and soon made tourism a very powerful facet of its financial enterprise.

All Aboard for Santa Fe specializes in the AT&SF’s marketing efforts to highlight Santa Fe as a really perfect tourism destination. The company marketed the healthful benefits of the area’s dry desert air, a strong selling point for eastern city-dwelling tuberculosis victims. AT&SF also joined forces with the Fred Harvey Company, owner of a large number of hotels and restaurants along the rail line, to advertise Santa Fe. Together, they developed materials emphasizing Santa Fe’s Indian and Hispanic cultures, promoting artists from the area’s art colonies, and created the Indian Detours sightseeing tours.

All Aboard for Santa Fe is a comprehensive study of AT&SF’s early involvement within the establishment of western tourism and the mystique of Santa Fe.

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All Aboard for Santa Fe: Railway Promotion of the Southwest, 1890s to 1930s

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