Today’s booklet was advertised in yesterday’s timetable as an “example of the principles of fine book-making applied to travel literature.” While it only superficially resembles a fine book, it is certainly a lavish travel booklet. At 9″x12″, it is much bigger than the usual 8″x9″ railroad booklets. It is also printed on extra heavy-duty paper that wouldn’t ever be found in a fine book and only in the highest quality travel literature.
Click image to download a 21.6-MB PDF of this 36-page (plus map) booklet.
The colorful cover has been carefully designed to look like a woven blanket or rug. Inside, the endpapers are blank (as they would be in a fine book) except for a map glued into the inside front cover. Unfold the page once to see a beautiful painting showing three historic modes of travel: a stagecoach in the middle, a nineteenth-century steam locomotive pulling a passenger train of wooden cars on the left, and a then-modern steam locomotive, probably a 4-6-2 Pacific, pulling steel passenger cars over a high bridge on the right. All of these scenes are supposed to be representative of Nayarit, one of the Mexican states served by SP.
Unfold the page another time to see the map showing Mexican state borders and railroads, with Southern Pacific’s route highlighted in red. Above and below the map are two more colorful paintings, one showing Guaymas, site of the Playa de Cortés Hotel, which is in the state of Sonora, and the other showing Mazatlan in Sinaloa, the state immediately to the south of Sonora and north of Nayarit. The originals of these paintings by muralist Roberto Montenegro (1885-1968) were displayed in Southern Pacific’s Mexico City ticket office.
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Most of the booklet was written by T. Philip Terry, author of a travel guide to Mexico as well as guides to Japan, Cuba, and other places. Six pages describe Mexican history: the Aztec civilization before Cortés, the Spanish conquest, and Mexico today. A photograph of a Mexican man on PDF page 13 (the pages are unnumbered) is credited to Judith Martinez and was also in the “New Way to Old Mexico” brochure presented here a couple of days ago. Ten more pages present a travelogue of several cities in Mexico.
Then come four pages of advice written by the same Judith Martinez about shopping in Mexican markets. Since most American stores had been selling goods for fixed prices for many years, Americans had lost the art of negotiating prices, which was more typical of Mexican markets. Unfortunately, Martinez doesn’t help with that but merely suggests what kinds of souvenirs people might look for in the markets. Finally, the booklet ends with several pages describing SP’s West Coast route, no doubt written by SP marketing staff.
In addition to numerous black-and-white photos, the book contains more than a dozen lithographs and drawing by California illustrator Fred Ludekens. The booklet says it was copyrighted by Southern Pacific in 1935, but I have it listed as 1936 because that is when it was first advertised and to avoid confusion with the previous Mexico piece, which was first used in 1935.