Chapter Five:
Selling Sequoia: The Early Park Service Years (1916-1931)
(continued)
Use: Publicity and The Natural History Program
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For nearly thirty years Sequoia and General Grant
national parks had offered the chance to see the largest living things
and some of the most spectacular scenery in the world. Yet a combination
of insufficient publicity and the towering shadow of their famous
neighbor, Yosemite, left the two in relative obscurity. Mather,
Albright, and White shared the view that this was an unfortunate, even
intolerable, state of affairs. One reason for their dismay certainly
arose from Mather's realistic appraisal of his agency's future. Without
a massive display of public sympathy for each park, as well as the
system in general, the National Park Service and some of its parks might
not survive. However, this survival instinct was not the only motive for
the pro-tourism attitude of the director and his top assistants. Mather
and Albright, both businessmen at heart, saw the parks as good and
proper places for public recreation and for the establishment of a
tourism infrastructure to foster and profit from that activity.
Secretary Lane's policy letter was replete with instructions for
concession operations and camping privileges. It ordered that "every
opportunity should be afforded to the public, wherever possible, to
enjoy the national parks in the manner that best satisfies individual
tastes." [8] And Colonel White's early annual
reports were filled with recommendations for tourism developments and
pleas for the money to build them.
One of the best ways to protect the parks was by
public use and the best way to encourage public use was by publicity.
Mather encouraged articles in high profile magazines such as the
Saturday Evening Post and National Geographic and he and
Albright made the convention circuit rounds and filled the radio waves
with enthusiastic invitations to visit the national parks. At Sequoia
and General Grant, the Park Service in 1916 released a slick
forty-seven-page information booklet which became a model for later
guides to the two parks. Of greater significance, National
Geographic published a lengthy and well-illustrated article on
Sequoia bringing the "Big Trees" to the attention of millions. Meanwhile
Colonel White visited state and local newspaper offices and attended
various business and social affairs to publicize his two parks. The
Automobile Club of Southern California helped by printing a series of
popular maps, brochures, and advertisements, while railroads, San
Joaquin Valley towns, and the state of California added their efforts to
the publicity campaign. [9]
Once visitors began arriving in ever-increasing
numbers, the question became one of controlling the amusements and
pursuits they sought. To the minds of Mather and White, the proper
technique was to offer visitor activities consistent with the high moral
and intellectual opportunities available in the sublime setting. White,
in particular, was loath to regulate or control visitors, an ironic
position considering his later stance on such matters. He much preferred
the carrot of education and spiritual enrichment in the parks to the
stick of rules and enforced limitations. To educate the public, a
program was necessary whereby trained park officials could demonstrate
the fascinating natural processes and fragile complexities, nature
offered. Museums, nature hikes, occasional lectures, an entire program
to "interpret" the natural world was necessary. Mather initiated the
scheme by encouraging Dr. C.M. Goethe to conduct nature walks and
campfire talks in Yosemite during the summer of 1920. The reaction was
so positive that before the year was over Mather had directed that each
national park should have a trained naturalist on staff and a similar
program in operation. [10]
In Sequoia, funding problems and many other needs
delayed implementation of Mather's order another two years. But, in
1922, White turned to the man whose expertise and enthusiasm for
investigating and explaining the natural world of Sequoia and General
Grant was already almost legendaryJudge Walter Fry. In his new
position as U.S. Magistrate, Fry found himself with a good deal of time
on his hands. During the summer of 1922 he tried a total of twelve cases
in his park court, most of which took only a few hours to conduct.
Hence, he was free to initiate the Sequoia Nature Guide Service. On his
first guided walk in late June, Fry took twenty-seven visitors on a
wildflower walk and promptly identified sixty-seven different
flowers.
In addition to developing direct visitor contact
programs, Fry also began collecting assorted specimens of the parks'
wildlife and vegetation. Initially the collection was housed in the new
administrative center in Giant Forest. However, within a year Colonel
White was forced to order construction of a two-room tent museum
adjacent to the building for Fry's rapidly expanding collection. By
1925, more than 400 floral specimens had been mounted for public viewing
and reference. The growth of the museum was so steady that by 1926 White
reported the collection had taken over the entire Giant Forest
administration building, which fortunately had been freed by completion
of a new center at Ash Mountain. Mrs. White and her friends waged a
constant fund-raising effort to support the museum and employ an
attendant.
By 1926, Walter Fry's advancing age plus the
ever-growing popularity of the nature guide program compelled the
recruitment of three new naturalists with money from the volunteer
museum fund. During that season more than 1,200 people attended nature
walks and almost 18,000 heard the nightly campfire programs. Fry
meanwhile continued to publish an extraordinarily popular series of
pamphlets called "Nature Notes. The naturalist program had matured to
the point where its benefits and popularity now exceeded even the
predictions of White and Mather. In his 1926 annual report, Colonel
White wrote:
The expansion of museum, nature walks and campfire
lectures is the surest protection against degeneracy into jazzy
amusements. If we do not lead the public into amusements and sports
which harmonize with the purposes of the park, we must not be surprised
if the public and the operators clamor for an atmosphere which may be
eventually destructive of the policy of maintaining the parks in
absolutely unimpaired form for the use of future generations as well as
those of our own time. [11]
Colonel White now realized that a more permanent
naturalist program was needed in the parks. The importance of the
program was fully proven, but volunteer efforts could not continue to
meet increasing demand. During the summer of 1927, the concession
company hired its own naturalist and specialist on Indians, Herbert
Wilson, to supplement the Park Service effort. But even this addition
proved insufficient. More than 3,500 visitors attended Wilson's walks
alone. It was clearly time to expand the operation and bring it into the
regular park budget.
White now put his considerable political skills to
work. Claiming private funds were no longer adequate to operate the
nature guide service, he allowed the effort to lapse in 1928. Only
Wilson of the concession company continued to provide interpretation for
visitors. White's motives for allowing the nature guide service to
expire can only be surmised from the modern perspective. If, by allowing
the program to die, he was trying to force the Washington office to
begin regular support of a naturalist program in Sequoia, he succeeded.
The 1929 budget provided funds for employment of a permanent park
naturalist. The superintendent hired Frank Been for the new position
before the summer season commenced.
Placing a permanent park employee into a full-time
nature guide position brought new life to the naturalist program. Been's
first summer in Sequoia was a busy one. Before the season had ended he
had taken more than 5,000 visitors on guided walks and presented
campfire lectures to 66,000. These results so gratified White that he
transferred a seasonal ranger from the regular ranger force to Been for
the summer. Meanwhile, he continued his lobbying efforts and in 1931
succeeded in bringing the entire naturalist program into the regular
operating budget of the parks. During that year White hired two seasonal
ranger-naturalists, Walter Powell and Walter Van Deest, to replace the
borrowed ranger, and he besieged the director for another full-time
position. With the opening of a new campfire circle at Lodgepole to
supplement the one in Giant Forest, the naturalist program in Sequoia
alone consisted in 1931 of two nature walks and two campfire programs
every day of the season. The program for nature education of visitors
had arrived and the most familiar and positive image that most visitors
have of national parks, the friendly and informative ranger at the
campfire and on guided walks, was firmly fixed in the public mind. [12]
It is, of course, difficult to gauge the effect of
the nature guide program except by its popularity. This experiment in
public relations, cautiously suggested by Mather, enthusiastically
promoted in Sequoia by White, and begun by the sage and grandfatherly
Walter Fry, met unhindered success and an almost feverish demand from
visitors. As attendance swelled, most tourists came to regard the walks,
talks, and museum displays as the most obvious and appropriate functions
of national parks. Those visitors likewise cannot have failed to adapt
to the messages contained in the rangers' words. In the nature guide
program, which now exists as the Service-wide Division of
Interpretation, the Park Service molded public attitude about what parks
were, what they could and should become, and how their preservation was
a sacred trust of the present generation for the future.
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The development of ranger-guided walks
helped the National Park Service to solidify public support in the
1930s. (National Park Service photo)
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Use: Building for the People
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Many accomplishments characterized the first fifteen
years of the National Park Service in Sequoia and General Grant,
including an eightfold increase in visitation, establishment of resource
management and interpretation programs, and the enormous popularization
of the two parks among the general public. But of all the
accomplishments of Mather, Albright, and White, perhaps the most
significant and ostensible was the vast development of public
infrastructure. From 1916 to 1931, park administrators extensively
enlarged and altered both the road and trail systems, built a
substantial complex of government facilities for public and employee
use, and installed an aggressive and competent concession monopoly to
cater to the burgeoning tourist market. In the process, they also
developed virtually all the park areas and many of the facilities still
in use today and firmly entrenched a set of procedures and activities as
proper and traditional in the minds of both the public and the
concessioner. So successful were they, that within a few years they
began to have doubts about their own policies and the effects of those
policies on the fragile parks environment.
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