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Some 30 feet of culture deposits may be seen exposed in stratified layers in this test-hole of the Pueblo Grande structure.

And it was decided to create on the actual spot of former occupation an out-door museum, consisting of reconstructed culture exhibits.

The position of City Archaeologist was created under civil service regulations and administration of the area was given to the department of Parks and Public Recreation. Research and excavation were begun on a scale Hohokam pottery is easily identified from that of other culture areas, such as the Pueblo area of the plateau. The decorated wares are of a variety called "Red on-Buff," because of the reddish designs on a buff background. Variations of treatment denote periods of styles.

proportionate to available approprations and a laboratory building with facilities for work rooms, educational programs, and supplemen tary exhibits was completed in 1934. When the present war broke out the main research was completed and information obtained suf ficient to warrant the beginning of the reconstruction development of the out-door muMuseum features. Pending the beginning of this work after the war is ended, Pueblo Grande is open to visitors each day from 9 a. m. to 5 p. m., but all research work has been suspended for the duration. Likewise no invitations are issued for regular public entertainment or lectures during the period of gasoline restriction.

to represent periods of its manufacture. AUGUST, 1948 The artist, trained in archaeological research work, is an indispensable member of an archaeological laboratory.

No research work is justified without the dissemination of knowledge obtained by the investigator. Here is a typical Pueblo Grande scene; the outdoor "auditorium" where ancient history is interpreted.

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MIXING WEATHER, WESTERN HOSPITALITY AND THE WIDE OPEN SPACES IN LIBERAL QUANTITIES ΤΟ ΜΑΚΕ PHOENIX ONE OF AMERICA'S FOREMOST WINTER VACATION AND RESORT CITIES

BY AL M. ZELLMER

Twenty-FIVE years ago Phoenix was a prosperous, contented farm community. The business area was neat and clean. The streets were paved, but there was only one five story building in town. There was no suburban residential area comparable to what we have today. There were few resort hotels, no tourist courts, no guest ranches.

The habit of hospitality shines as brightly in the heart of every westerner as does the winter sun in Phoenix in January. This combination of a hospitable people and benevolent sunshine has transformed Phoenix from a farming community to a cosmopolitan city.

When our neighbors in the snowbound east discovered the truth about our winter sunshine, Phoenix became a child of destiny. Golf in your shirt sleeves on Christmas day? Swimming in an outdoor pool on New Year's? No galoshes, no umbrellas, no heavy overcoats, no mittens, no long underwear? At first they couldn't believe it. It was impossible. It was Utopia. And it was true.

In the last normal pre-war season, Phoenix entertained one hundred twenty-five thousand winter visitors, a number equal to one guest for each permanent resident in the metropolitan area.

These guest visitors of ours weren't all here at the same time. Some of them stayed for only a week, some for the season. Their average length of visit was one month.

Taking care of these people, making them welcome and comfortable and entertaining them, has grown into the second most impor-

STRANGER!

tant industry in the state. The value of these winter visitors to Phoenix and to Arizona can-not be adequately measured in dollars and cents. To indicate the size of this business, travel experts estimate that between fifty and seventy-five million dollars in revenue is pro-duced by the tourist business each year.

In the early twenties many communities made a determined bid for tourists. Cities on the west coast spent hundreds of thousands of dollars annually advertising the advantages of that area. Civic promoters from Florida to California regarded the tourist dollar as so much gravy. Sunshine became the open se-same, the promise of sunshine and a warm winter was the bait, and the promoters' idea was all get and no give.

Sectional pride is an understandable human characteristic. People in the Salt River Valley long have been talking about their warm winters. They wrote letters to their friends and relatives back home, and when the travel urge struck America at the end of the first World War, a handful of visitors arrived in Phoenix to see for themselves.

Our sunshine was "up to the brag." Those first visitors weren't strangers for long. After one season they became citizens by adoption and spreaders of the glad tidings by confession of faith. Each year they came in increasing numbers, and their influence made itself felt. They rubbed the rustic edges off our rural town. Our smart shops were created to serve them. Our night spots are dedicated to their pleasure, and our superb resorts, from the magnificent desert hotels to the smallest guest ranch, are a direct answer to their demands.

Their travel demands have helped create our great system of state highways. They are largely responsible for our fast de luxe trains. The added traffic of resort bound vacationers has contributed to the creation of our airports and our airline service.

All these things, which are the mark of civilization and progress, would not have been possible without the aid and the initiative of progressive permanent residents and business firms; but the tourists were the incentive. They were the motivation.

Highways aren't just built from one town to another. Highway systems are enlarged and improved and created to meet the demands of the traffic flow. Phoenix has had main line train service for years, but the Arizona limited, a crack streamline de luxe train service, was inaugurated by the Southern Pacific-Rock Island systems specifically to serve the winter visitors who wanted to come to Phoenix and southern Arizona. The Arizona cars on the Chief were the Santa Fe Railroad's answer to the traffic demands.

When the second white settler drove his covered wagon into this valley, the first family here made him welcome. They offered to share their camp and their food, and when the first winter visitors came to Phoenix, they found that same habit of generous hospitality still prevailed. Strangers opened their doors and offered welcome. The settlers were proud of their valley, and pleased as punch that some-

The luxurious Arizona Bilt-more, world-famous resort, is one of Arizona's man-made show places. Here distinguish ed people from all over the world come to pause and play in the winter sunshine.

One should come clear from the east to share our sunshine and the glory of starry nights and the moon peeping over Camelback Mountain. At a time when professional promoters of travel elsewhere were measuring success on the cash register, the people in Phoenix were interested in giving. They wanted the visitors to have a good time, to know and share the mysterious beauty of the desert, the warm sunny days with cloudless skies and the brisk night air They were desperately anxious to please. Experienced travelers in those early years were amazed at their reception here. They were justly impressed by the performance of our sunshine which actually exceeded the claims made for it. Like the satisfied users of a patent machine they were vociferous in their indorsement.

Elsewhere in this magazine there is a com-plete account of Phoenix winter weather. For our purpose it is sufficient to note that during the months when the great population centers of the north and east are blanketed in snow and ice, Phoenix enjoys eighty-four percent of the available sunshine, a higher percentage than virtually any other section of the country.

It takes more than climate to make a winter resort. There must be places for people to stay. There must be things for them to see and do, and there must be a friendly welcome to make them enjoy their visit.

Fortunately there is no phase of our tourist industry which is the product of some super-promoter's dream. Our hotels, both resort and down town, were built to meet a demand, a de mand which already existed. As a consequence each one was designed with good taste and judgment to serve a specific need.

The Arizona Biltmore located eight miles north of town just outside the irrigated area, was created to serve a specific class of winter visitors who wanted luxurious accommodations and were willing to pay for them.

The Biltmore with its swimming pool and cabanas, its championship eighteen hole golf course, and the miles of desert horseback trails surrounding it, is equal in setting, physical equipment and service to the finest resorts in the world.

The Biltmore brings such notables as Grant-land Rice, Irving Berlin, Mayor Edward Kelly, and a goodly number of the cinema luminaries of Hollywood, to Arizona each year Designed by Loomis Bowes to match the moods of the desert, Camelback Inn in its matchless setting between Camelback and Mummy Mountains is our newest luxury resort. John C. Lincoln, Cleveland capitalist, and Jack Stewart, a young, progressive, experienced Arizona hotel man, have cloaked Camelback Inn with a restful satisfying Spanish atmosAt Litchfield Park, a vast scientific agricultural development sponsored by the Goodyear Tire and Rubber Company, the Wigwam with its attractive separated living units offers warm refuge to those who would escape the east's icy winters.

Fifty miles northwest of Phoenix nestling in the rolling hills, Castle Hot Springs Hotel is graced with the charm and tradition of years of service. Bathing in restful mineral warm water, golf on the hotel's private course, horse back riding and sun sports provide a variety of entertainment.

These resorts, and they would be proud in any company, are a direct answer to the needs of the winter visitors. Perhaps it is fair to call them the glamor spots, names which stand out in our mind, but with all their combined facilities, they still can only accommodate a fraction of the people who come to the Sun Country to escape the disconsolate chill of weather in the home town.

All together there are in Phoenix two thou sand first class hotel rooms and three thousand auto court apartments. The auto court, or tourist court, is distinctly a western institution.

In the east, tourist homes are apt to be converted mansions or dingy, down at the heel roadside stopping places. Here, they are brightly painted, comfortably furnished, individual living quarters crammed with conveniences. Most of them are new. Many of them with from twenty to one hundred units, located on beautifully landscaped grounds, boast swimming pool, tennis court, shuffle board, bad minton, and horse shoe pitching recreational facilities. Frequently motorists prefer them to hotels because of their easy access by car and their privacy. Families accustomed to twenty room mansions in the east, settle into these three room, stream-lined living units with a sense of relief. They leave their housekeeping problems at home along with their overcoats and heavy underwear.

The down town hotels, the Westward Ho, the Adams, the San Carlos, the Arizona, and the Luhrs, to name only a few, are the favorite stopping places of the winter visitors who want to be downtown and who enjoy the freedom from care that first class hotel service gives. There visitors are not penalized for their selection. Every sunshine sport is available with fifteen minutes travel by auto from downtown Phoenix.

Because of these winter visitors, hotel service in Phoenix is far above the usual plane of commercial hotels. The very names of these places reflect the romance of the Sun Country. The Roundup Room, the Fiesta Room, western and Spanish in design and furnishings, cosmopolitan in their service.

Our visitors who have prompted the development of all these good things, don't end their service here. Their reports to their friends and neighbors back home have destroyed much of that provincialism which gripped most sections of America in the twenties. They have destroyed the two great illusions which the people of the east once believed, and they have dispelled that cloud of misinformation which for so long was a barrier between the east and the west.

Phoenix is no longer regarded as a name on a map in the middle of nowhere, a wild western town where every male over twelve wears six guns and spurs. Thanks to our visitors, the folks in Buffalo and Pittsburgh, Minneapolis, Kansas City and St. Louis, know that we live in houses, can read and write English, and are not violent. They know we are the graduates of the same universities at tended by their sons and daughters and we appreciate the same cultural opportunities and share the same problems.

This word of mouth knowledge which is being spread about Phoenix has an additional and very tangible value to us. It has helped to create a market for our quality agricultural products, for our cattle industry, and it has made the east aware of Phoenix as a potential market.

Those first tourists who came soon discovered that the spot they had selected for their winter

Vacation was rich in sunshine and hospitality, and a veritable treasure house stored with things to see and do. The romance of Old Mexico is within a half a day's drive of Phoenix. The world's greatest natural wonder, the Grand Canyon, can be reached in seven hours over a superior modern highway. Boulder Dam is just an overnight visit. Thirteen national parks and twenty-one national monuments stretch northward from Phoenix, jeweled promises of pleasure to lure the traveler.

Arizona is rich with the mystery of antiquity. At Casa Grande, less than sixty miles from Phoenix, we find the well preserved remains of a pueblo, a building four stories in height, which once contained more than one hundred rooms, built a thousand years ago.

At Tumacacori is a mission established by Father Kino in the year 1690, a place of worship which antedates more widely known missions by more than one hundred and twenty years.

Montezuma's Castle on Beaver Creek is perhaps the most perfectly preserved cliff dwelling in the southwest. Picture an apartment house five stories high containing more than twenty rooms with the lowest floor one hundred eighty-five feet above the valley below.

The Indians who built it more than a thousand years ago took advantage of sedentary limestone cliffs for a foundation. The women of the tribe were the builders. They started from the top down. As more space was necessary they added rooms below. The batter in their outer wall is one inch to the foot, a construction principle specified by the engineers who designed Boulder Dam, and the wall itself is a perfect segment of a circle. Yet so far as the archeologists who are in charge of this national monument can determine, these ancients had no instruments to guide them, no academic knowledge of mathematics.

On the Hopi Mesas which can be visited any weekend is Oraibi, oldest continuously inhabited village on the North American continent. Rainbow Bridge and Monument Valley and the changeless nomadic civilization of the Navajo are here to intrigue any stranger who will but pause and look.

It is, then, a combination of these three things which has built the rich tourist industry of Phoenix: sunshine, hospitality, and incomparable scenic wonders. Fortunately for the success of our tourist industry and for the happiness and satisfaction of our guests, development of these natural tourist attractions has been conservative but steady. The tourists themselves have dictated the tastes of the growth, without the promoters' hypodermic injection of rosy promises and disappointing reaction.

That the Phoenix Chamber of Commerce has never engaged in an expensive, highpressure campaign to over stimulate tourist business, is regarded by some as tragedy, by others as a virtue. The fact is that the top yearly budget spent by the Phoenix Chamber of Commerce for advertising and publicity was thirty-five thousand dollars with the average annual expenditure considerably below this. Well aware of the dangers of over-selling, the Chamber of Commerce program has carefully avoided any ostentatious or extravagant claims which too frequently characterize travel advertising. The program has been designed to render a maximum of service to the same class of tourists who in the past have contributed so much to our economic, cultural, social and educational growth.

As the result of this careful planning, the Phoenix area truly enjoys a distinguished clientele and certain undesirable elements have been conspicuous by their absence. Foremost in the minds of the civic leaders who planned this program is the belief that Phoenix