Rosie the Riveting

Elephants have long been used as props in promotional advertisements. One such campaign involved an Asian Elephant named Rosie and the 1920s Florida Land Boom.

Carl Fisher, developer of Miami Beach, bought Rosie when she was a baby. Fisher said he would get a million dollars’ worth of advertising out of Rosie the elephant, and many believe he did.

Rosie being used as a golf tee: Miami Beach (1927)

Rosie being used as a golf tee: Miami Beach (1927)

Rosie became the mascot for Miami Beach. She appeared in a variety of publicity photos that promoted the region as a luxury vacation destination. She was shown dancing in front of the Boulevard Hotel, impersonating a dive platform and entertaining children. Rosie even served as a golf caddy for vacationing President Warren G. Harding.

Rosie and friend dancing in front of the Boulevard Hotel: Miami Beach, Florida (1920s)

Rosie and friend dancing in front of the Boulevard Hotel: Miami Beach, Florida (1920s)

Fortunately, there is good visual documentation of Rosie in the Florida Photographic Collection – ensuring that the charismatic elephant will be remembered as Miami Beach’s most charming champion.

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