By the late 1800s, the major mode of transportation for travelers
to the Southwest was by rail. In 1878, the Atchison, Topeka, and
Santa Fe Railway Company (AT&SF) became the first railroad to
enter New Mexico, and by the late 1890s it controlled more than
half of the track-miles in the Territory. The company wielded
tremendous power in New Mexico, and soon made tourism an important
facet of its financial enterprise.
"All Aboard for Santa Fe" focuses on the AT&SF's marketing
efforts to highlight Santa Fe as an ideal tourism destination. The
company marketed the healthful benefits of the area's dry desert
air, a strong selling point for eastern city-dwelling tuberculosis
sufferers. AT&SF also joined forces with the Fred Harvey
Company, owner of numerous hotels and restaurants along the rail
line, to promote Santa Fe. Together, they developed materials
emphasizing Santa Fe's Indian and Hispanic cultures, promoting
artists from the area's art colonies, and created the Indian
Detours sightseeing tours.
"All Aboard for Santa Fe" is a comprehensive study of
AT&SF's early involvement in the establishment of western
tourism and the mystique of Santa Fe.
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