Fifteen-year-old Indianapolis resident Jane Watts was walking along Meridian Street one fall afternoon in 1908 when she noticed something strange. All traffic on the street had stopped and people were craning their necks upward. Following their lead, Watt stopped, looked up and was stunned to see a giant hot-air balloon floating by with, instead of the usual wicker basket, a Stoddard-Dayton automobile. Sitting in the car she saw, for the first time, the man she would marry—Carl G. Fisher.
Regarded as a promotional genius for most of his life, Fisher, responsible for turning Miami Beach from a mangrove swamp into America’s favorite resort, also played an important role in Indiana’s early automotive history. Although the one-time millionaire was nearly penniless upon his death in 1939, his stamp had been put on such impressive automotive achievements as the Prest-O-Lite Storage Battery Company, the Indianapolis Motor Speedway, and the Lincoln and Dixie highways. Fisher, more than anyone else, according to Hoosier writer John Bartlow Martin, “symbolized the glorification of the automobile in Indiana.”
The man Will Rogers described as
doing “more unique things even before he had heard of Florida than any man I
ever met” came into the world on January 12, 1874 in Greensburg, Indiana, the second of
three sons born to Albert H. and Ida Graham Fisher. His parents separated when
Fisher was young, and his mother moved the family to Indianapolis. Suffering
from severe astigmatism, Fisher quit school when he was 12. According to his
future wife Jane, who produced a biography of her husband titled Fabulous
Hoosier, Fisher got a job in a grocery store, took a bundle of groceries
home to his mother and boldly announced: “From now on, I’m supporting this
family.”
In the coming years, Fisher held several
jobs, everything from clerking in a bookstore to working as a “news butcher”
hawking newspapers, tobacco, candy and other products on trains leaving
Indianapolis. In 1891, the 17-year-old Fisher and his two brothers opened a
bicycle shop in Indianapolis where they repaired flat tires for just 25 cents.
Fisher managed to be in the right place at the right time with his new venture
as a bicycle craze swept the country. An Indianapolis Zig-Zag Cycling Club
member, Fisher participated in the organization’s Sunday rides to such Hoosier
cities as Columbus, Danville, Franklin, Greenfield, Lebanon and Shelbyville.
Joining Fisher on those rides were James Allison and Arthur Newby, future
founders along with Frank Wheeler of the Indianapolis Motor Speedway.
Hoosier journalist and poet William Herschell, reminiscing about the bicycle club’s activities for the Indianapolis
News in 1931, noted that Fisher was nicknamed Crip (short for cripple) by
his bicycling buddies “because he frequently, in bursts of speed, took a spill
and ended with many bruises and cuts.” Herschel recalled that on one Sunday
ride Fisher suffered a severe crash between Noblesville and Indianapolis.
Stopping at a farmhouse to ask for the use of its well water to wash their
bloodied friend, the bicyclists were greeted by a farmer’s wife who decided to
lecture them on failing to keep the Sabbath. One of the riders had a quick
answer: “Am I my brother’s keeper?” he asked. They got the water.
As the bicycle craze died down in the state at the turn of the century, another technological marvel burst onto the scene to take its place--the automobile. Fisher, like his fellow bicycle enthusiast Oldfield, immediately embraced the new means of transportation, telling the champion racer, “I don’t see why the automobile can’t be made to do everything the bicycle has done.” Fisher converted his bicycle shop into an automobile repair/sales facility. Along with Oldfield and his other friends from the Zig-Zag club, Fisher barnstormed through the Midwest with a group that was billed as having “the world’s most daring automobile racers.” And despite his poor eyesight, the man known as Crip managed to steer an automobile to a world’s record time for a two-mile course (2 minutes and 2 seconds) at the Harlem dirt track in Chicago in 1904.
The product may have been
different, but Fisher used similar tricks to promote automobile sales as he had
used for bicycles. Along with his Stoddard-Dayton balloon trip, he once again
used Indianapolis’s building tops as the stage for his unusual advertising.
While his brothers waited on the street below, Fisher shoved a seven-passenger
car off a building’s roof. When the car safely reached the street, one of the
brothers started the car and Fisher drove off with the crowd’s cheers ringing
in his ears.
The Fisher fortune, however, would not be made with wild gimmicks, but with a little luck. In 1904 Fred Avery, holder of a French patent for a method using compressed gas as headlights for automobiles, convinced Fisher (who brought in Allison) to market his invention. The result was the Prest-O-Lite Company, which soon had factories in Indianapolis (later moved to Speedway), Cleveland, Omaha, New York, Boston and Chicago. The only problem was with the often-unstable chemicals employed in the process; the plants kept blowing up. Jane Fisher remembered that Fisher and Allison employed a code to keep secret their plant’s fragile nature. For example, when the Omaha factory exploded, a wire was sent reading: “Omaha left at four thirty.” The tanks were finally made safe when they were lined with asbestos.
An idea man who was often fuzzy
when it came to details, Fisher had a simple method for doing business: “I have
a great many men working for me who I consider have more brain power than I
have, and I always try to get this type of men to aid me. It pays well in any
sort of business to know all your employees, from the truck drivers up – and to
stick by them in any sort of trouble.” With Fisher’s ideas and Allison’s good
business sense, Prest-O-Lite prospered. In 1911 Union Carbide bought the
company for $9 million. Allison took his money and invested it, telling Jane Fisher
he was going “to be the goddamnedest laziest man in the whole goddamned
universe.”
Throughout his career, Fisher
always had time for pleasure as well as business. His Indianapolis attorney,
Walter Dennis Myers, described his client as a “shrewd, hard-working young
fellow,” but also noted Fisher’s “genius did not extend to women, wise as he
was in the ways of this world.” While he was Fisher’s lawyer, Myers handled 10
breach of promise suits brought against Fisher by 10 different women (he
finally got married on October 23,1909 to the 15-year-old Jane Watts). It was
unfortunate, according to Myers, that the auto magnate had ever learned to
write. “Breach of promise cases must be predicated on a promise and breach
thereof,” he noted. “Such cases are hard to defend when the promises are
alleged to have been made orally; it is hell and high water when they are put
on paper, however deficient the writer may have been in describing romance.”
Cars, however, were not the first machines to race at the Speedway, which was originally paved with crushed stone. Instead, motorcycles tested the new track’s fitness. The motorcyclists didn’t know what to make of the facility when they came to Indianapolis in August 1909. Used to smaller board tracks, the two-wheel daredevils seemed intimidated by the Indianapolis raceway’s long straightaways and monstrous curves. On August 19, 1909, a week after the motorcyclist’s had tried their luck, the first automobile races were run at the Speedway. The results were deadly; six people were killed, including three drivers and two spectators. Although scheduled for 300 miles, Fisher stopped the race after 235 miles had been completed.
With the crushed stone track
proving to be unsuitable for racing, Fisher returned to the drawing board. He
convinced Newby to pay for repaving the track with 3,200,000 ten-pound bricks
and “The Brickyard” was born. The new surface stood up well in the 1910 racing
season and Fisher promised bigger things to come for the next year. On Memorial
Day 1911, the Speedway hosted the first in a long line of 500 mile races. Ray
Harroun, driving an Indianapolis-made Marmon Wasp, won the race with an average
speed of 74.59 miles per hour. Fisher had helped inaugurate an event that
became known as “the greatest spectacle in racing.”
Fisher next turned his relentless
energy to a problem that had plagued the automotive industry for years--bad
roads. Driving an automobile in those days was a real adventure as motorists
not only had to deal with inadequate roads but also a lack of directional
signs. Drake Hokanson, in his Lincoln Highway history, pointed out that the
180,000 people who registered motor vehicles in the United States in 1910 had
only 2.5 million miles of road to drive on (with only 7 percent improved in any
manner).
“The highways of America,” Fisher
wrote his writer friend Elbert Hubbard, “are built chiefly of politics, whereas
the proper material is crushed rock or concrete.” Fisher had firsthand
knowledge about road problems. In campaigning for better roads, he often told a
story about an automobile trip he made out of Indianapolis with a few friends.
Caught in a rainstorm at night, Fisher and his companions had reached a fork in
the road and were unsure about which way to proceed. Sighting a white sign on a
telephone pole, Fisher stopped the car and proceeded to climb up the pole in an
effort to see whether it could tell him which road to take. The sign offered no
assistance; its message read: “Chew Battle Ax Plug.”
Fisher met the road problem like he
did any other problem--head on. At a September 1, 1912 dinner party for automobile
manufacturers at the Deutsches Haus in Indianapolis, Fisher unveiled his plan
for a highway spanning the country from New York City to California. “A road
across the United States! Let’s build it before we’re too old to enjoy it!”
Fisher urged the auto executives. His idea was to build a coast-to-coast
highway in time for the May 1915 Panama-Pacific International Exposition in San
Francisco. Fisher estimated that a transcontinental highway would cost $10
million and sought pledges from the auto officials at the dinner. Just 30
minutes after his talk, Fisher received $300,000 from Frank A. Seiberling of
Goodyear, who pledged the amount even without first checking with his board of
directors.
A few months after the Indianapolis
dinner, Fisher received a letter from Henry Joy, Packard Motor Company
president, pledging $150,000 for the proposed roadway. Joy, a leading force
behind getting the coast-to-coast highway built, also suggested that the road
be named for Abraham Lincoln. On July 1, 1913, the Lincoln Highway Association
was created with Joy as president and Fisher as vice president. The
association’s goal was to “procure the establishment of a continuous improved
highway from the Atlantic to the Pacific, open to lawful traffic of all
description without toll charges: such highway to be known in memory of Abraham
Lincoln, as ‘The Lincoln Highway.’”
Fisher, as he had for his other
ventures, employed a very direct method for raising money. He wrote one Lincoln
Highway Association official that it was easy to get contributions from people.
“You should first give them a good dinner, then a good cussing, whenever you
want money,” Fisher explained. Although this technique worked with most people,
it did not work with one of America’s leading automobile manufacturers--Henry
Ford. Despite help from U.S. Senator Albert Beveridge, Thomas Edison and Hubbard, all
close Ford friends, and a personal appeal from Fisher, Ford refused to give any
financial assistance to the Lincoln Highway. He declared it was the
government’s responsibility, not industrialists, to build better roads.
The association announced the Lincoln Highway’s intended route at the annual governor’s conference in Colorado Springs in late August 1913. The planned route ran for 3,389 miles, from Times Square in New York to Lincoln Park in San Francisco, and passed through New York, New Jersey, Pennsylvania, Ohio, Indiana, Illinois, Iowa, Nebraska, Wyoming, Utah, Nevada and California. The association, when it publicly released the route in September, was immediately besieged by letters from communities who, thinking they had assurances from Fisher that the highway would pass through their town, wanted the route changed. The association, however, stood firmly behind its planned highway and its direction remained essentially the same as when it was first announced.
As work progressed on completing
America’s first transcontinental highway, Fisher had turned his sights to other
projects, especially improving a jungle of swamps to be known as Miami Beach.
This switching from one project to another was a familiar Fisher trait. “He was
the catalyst, the spark plug, the idea man. The details could be left for
others to complete--he had to keep moving,” Hokanson wrote describing Fisher.
Although Fisher had big dreams for
the Miami area, his wife Jane was not impressed with the area on their first
trip there in 1912. Mosquitoes blackened the couple’s clothing and Jane refused
to find any charm in this deserted strip of ugly land rimmed with a sandy
beach.” Carl, however, had a grander vision: “Look, honey,” he told his wife,
I’m going to build a city here! A city like magic, like romantic places you
read and dream about, but never see.”
Ralston, who believed strongly in
good roads, quickly acted on Fisher’s proposal. The Indiana politician invited
his fellow governors from the effected states – Illinois, Ohio, Kentucky,
Tennessee and Georgia – to a meeting about the highway, which was held in
Chattanooga, Tenn., on April 3, 1915. At the meeting, Ralston stated that the
Dixie Highway could act “as an advance agent of social intercourse, mutual understanding
and national unity and good will.” The other governors agreed with Ralston’s
vision and pledged their support. Fisher also offered his unique promotional
skills on the road’s behalf, leading 15 cars from Indianapolis to Miami on a
Dixie Highway Pathfinding Tour. In September 1916, Fisher and Ralston attended
a celebration in Martinsville opening the roadway from Indianapolis to Miami.
Fisher’s grand dreams, which
sprang to reality with such projects as the Indianapolis Motor Speedway (sold
in 1927 to World War I flying ace and former racecar driver Eddie
Rickenbacker), the Lincoln and Dixie highways, and Miami Beach, came crashing
down with those of many other businessmen in the 1929 Wall Street crash. He had
sunk millions of dollars into a new development at Montauk on Long Island’s
eastern tip and, with the Great Depression’s onset, had to sell his Miami
property in order to satisfy Montauk bondholder’s claims. Even when he sold his
huge Miami Beach house, the indomitable Fisher spirit remained intact. “Hell,”
he said about the house, “it was too far for me to walk to the front door
[anyway].”
The Indianapolis attorney who
represented Fisher in his many breach of promise suits, Walter Myers remembered
the last time he saw his former client. Visiting Miami Beach on business after
the Great Depression, Myers spotted Fisher standing with one foot on a park
bench. Stopping his car, Myers walked up to Fisher, shook his hand and asked
him how he was doing. The answer Myers received was not encouraging: “I can
tell you in a few words. The bottom dropped out of the sea. New York and Long
Island took everything I had. I’m a beggar--dead broke, no family to fall back
on. Yes, the bottom dropped out of the sea and I went with it. You know, I
promoted Miami Beach here. The grateful people got up a purse, five hundred
dollars a month for me. That’s what I live on. I used to make dreams come true.
Can’t do it anymore. I’m only a beggar now. The end can’t be far away.”
Fisher died from a gastric
hemorrhage on July 15, 1939, in Miami Beach. Jane Fisher, divorced from Fisher
in 1926 and remarried, never forgot her life with a man some Hoosiers had
labeled “crazy.” Living with her first husband, said Jane Fisher, was like
“living in a circus: there was something going on – something exciting going on
– every minute of the day. Sometimes it was very good; sometimes it was very
bad. Still, it was living. It was excitement, aliveness, that I never found
again.”