Florida's Founding Attraction
As sheets of rain poured down along the shoreline, throngs of people slowly made their way down the crowded A1A highway. Despite the weather, nearly 30,000 visitors clamored to see an unprecedented site: a recreation of the ocean floor, viewable from land. Upon reaching their destination, just 18 miles south of St. Augustine, Florida, visitors were awed by two large tanks filled with thousands of species of marine life. The recreation was made complete by a seven ton, living coral reef, imported from the Florida Keys, and a sunken ship. Both the reef and the ship provided hiding places for the smaller fish, lest they be consumed by Marine Studio’s larger inhabitants, such as sharks and more famously, dolphins. The overall look and feel of the new studio was described as similar to “a stranded Caribbean cruiser.” Guests could view the tanks either from the nautical themed deck, through large outer windows, or get a closer look from inside the studio through hundreds of strategically placed portholes. St. Augustine Mayor, Walter B. Frazer declared June 23, 1938 a holiday, the opeining day of Marine Studios, the world’s first oceanarium.
The long-awaited day had finally arrived, and Marineland staff had a full schedule of events planned for the public. This invitation illustrates the marketing talents of Marine Studio's founders, as well as shows the magnatude of Marineland's popularity from the very beginning. In the late 1930s when Marine Studios opened, the idea of an oceanarium had never been presented before, and Americans were fascinated to see all species of sea life living together in a single enclosure. As people crowded together for the opening ceremony, pomp and circumstance permeated the previously desolate highway A1A. The opeining of Marine Studios marked the beginning of a lucrative tourist economy, not only along Marineland's coast, but in the St. Augustine area as a whole. Thank to Marine Studios and their eventual tourist ammenities, North Florida was well on its way to participating in the 1930s tourist boom occuring all across the Sunshine State.
After the completion of the state-of-the-art aquarium facilities, Marine Studios founders and local businessmen alike began building up a small town around the studio. At Marineland's height, it was essentially an all-inclusive resort considered to be "Florida's Newest Vacationland."
"At Marineland, sunshine and surf blend for carefree hours. Relax on the soft sands at Marineland Beach and bathe in the tangy waters of the Atlantic ocean…linger over cocktails at the Penguin Bar…and play again at the Marineland playground. After zestful hours of exploration enjoy the thrill of dining at the Dolphin…and quiet, restful, sleep at the Marine Village Court! All this is yours…most inexpensively."--Marineland Brochure, 1941
When Marine studios opened its doors in 1938 it was a solitary attraction, with the closest major hub being Daytona. W.F. Rolleston, the Vice President of Marineland during the 1960s, stated that when the site for Marine Studios was chosen A1A was a poorly traveled road. The coastal road was in bad repair and a portion of it was regulated by tolls. A road survey conducted in 1937 revealed that only 25 cars a day traveled along the highway; once Marine Studios became a tourist destination, thousands of cars roved the roads each day. Along with the flood of new people, came a wave of amenities, such as new hotels, restaurants, and other recreation areas, such as tennis courts and a play ground. The stretch of pristine beach between Daytona and St. Augustine was no longer a desolate route, but bustling with the sights and sounds of a tourist paradise.
Bibliography
Department of Marine Studios, Inc. “Purpose and Scope.” St. Augustine Historical Society Research Library.
Revels, Tracy J. Sunshine Paradise: A History of Florida Tourism. Gainesville: University Press of Florida, 2011.
“The World’s Original Oceanarium.” Sarasota Herald Tribune. August 8, 1993. St. Augustine Historical Society Research Library.
W.F. Rolleston to Robert C. Harnsberger, letter. April 12, 1961. Marineland, FL. Marineland Archive.
“Things I Never Knew About Marineland Until I Went Up to Find Out.” Daytona Beach Morning Journal. July 8, 1939. St. Augustine Historical Society Research Library.
Work Projects Administration. The WPA Guide to Florida: The Federal Writers’ Project Guide to 1930s Florida. New York: Pantheon Books, 1984.