Harlan’s History: SOUTH JERSEY REALTY COMPANY PRIVATE MAIL CARD “Complimentary Building Lot Reservation Certificate” 1910

Harlan’s History: SOUTH JERSEY REALTY COMPANY PRIVATE MAIL CARD “Complimentary Building Lot Reservation Certificate” 1910

SOUTH JERSEY REALTY COMPANY PRIVATE MAIL CARD “Complimentary Building Lot Reservation Certificate” 1910

Vintage private mailing postcard addressed to Mr. H. S. Risley at the Real Estate Trust Building in Philadelphia, Pennsylvania. The card reads “Private Mailing Card” across the top and bears a green one-cent U.S. postage stamp with George Washington. The printed address reads “Mr. H. S. Risley, 915 Real Estate Trust Bldg., Philadelphia, Penna.” with the word “(Personal)” printed at the side.

INTRODUCTION: The private mail (both foldable and detachable) postcard featured in this article is a real “gem” pertaining to the early history of Stone Harbor. I use the word “gem” to describe this card because in the world of Stone Harbor paper collectibles and memorabilia, this particular item is not only elusive but rarely ever surfaces to see the light of day. For your information, this postcard also resides in the Stone Harbor Museum archives section and was a noteworthy donation by a generous benefactor in 2024. This account is about showing you a piece of history that depicts a novel approach or way the founding Risley brothers set about notifying and attracting prospective investors to consider building houses or cottages, as they were commonly called in 1910, in a “New” South Jersey seashore resort that would be called Stone Harbor.

Foldable promotional mail card issued by the South Jersey Realty Company featuring a “Complimentary Building Lot Reservation Certificate.” The certificate is numbered 37 and issued in favor of Mr. Jos. L. Hiller. It states that two Class “C” building lots in Stone Harbor are reserved for the holder subject to inspection and approval. The document is signed by H. S. Risley, President, and stamped with a red embossed seal. Text at the bottom instructs the recipient to detach and mail the reply card as soon as possible.

BACKGROUND: The Risleys were masters at promoting Stone Harbor by cleverly using postcards as vehicles for much of their advertising, and such practices resulted in amazing success. Previous articles that I have written for the Stone Harbor Museum webpage have illustrated many postcards that depict artists’ renditions that the Risleys prepared and mailed, showing the planned Ocean Parkway connecting Stone Harbor with Cape May Court House, the proposed Yacht and Country Clubs, a railroad station, as well as a hotel, some recently dredged basins, and a number of the first cottages that had been built. Such postcards and Prospectus Booklets distributed by the South Jersey Realty Company, the actual developers located in Philadelphia, advertised ways that interested persons/investors could receive detailed information without any obligation about various Construction Bonds with Free Allotment of Lots. Free inspection trips were even provided to interested parties.

PROMOTING STONE HARBOR: Soon, Stone Harbor was being proclaimed as a seashore resort that was special because “Its Very Difference Is Its Greatest Charm”! Obviously, the Risleys really knew how to effectively use words and enticing phrases to attract attention to their new initiative.

One very creative technique employed by the Risleys is pictured above. A portion of a foldable postcard depicts the creation of what appears to be a fabricated facsimile of a certified legal document for purposes of providing someone a “Complimentary Building Lot Reservation Certificate,” personally signed and dated, and bearing a replica of an official-looking red embossed seal for added effect. Notably, two colors of ink are used, black and red, for added emphasis.

This seeming quasi-document states “Issued in favor of (prospective investor No. 37) Mr. Jos. L. Hiller (Not transferable) Two building lots, Class ‘C’ Stone Harbor, are reserved for the holder, subject to inspection and approval. Approved/signed by H.S. Risley, President, Invalid after Oct. 24, 1910.” Instructions are given for the recipient to take advantage of this interesting offer and detach and mail the reply card portion (with South Jersey Realty Company return address and pre-stamped with one-cent postage) as soon as possible.

This particular dual image shows the reverse or flip side of the Risley private mail postcard shown at the outset of this article. As you can see, not only have black and red ink been utilized, but there is a fold between both parts, and I repeat each part is detachable for re-mailing purposes for the convenience of the recipient. I will now present and describe each part of this side of the card.

This rather striking portion of the mailer contains two images. You should be able to discern that the image at the top shows an expansive view of the wonderful gentle sloping beach and rolling ocean surf at Stone Harbor. The image appearing at the bottom of the card shows us the 5-story “cozy and homelike Harbor Inn open all the year” that was built in 1892 and located facing the ocean near 80th Street. In addition, to the left and behind the hotel is a prominent and towering windmill that was installed for providing drinking water exclusively for the guests and hotel use. For the sake of clarification, it should be remembered that the area around 80th and 83rd Streets was initially the epicenter and first stage of development in very early Stone Harbor.

The information provided describes the Stone Harbor Seven Mile Beach, N. J., to be “The last location on the famous South Jersey Coast, enough development as an up-to-date resort; seventy-three miles from Philadelphia. Express train service. Pennsylvania lines. Station on property”. The descriptive information continues to state: “Unsurpassed ocean frontage. Fishing. Bathing. Boating. Adjacent to Wildwood”. It concludes with: “Title insured by West Jersey Title and Guaranty Company”. Surely, if perhaps you were a well-heeled, wealthy Philadelphian or individual, the information above was perhaps enough to “whet your appetite” and increase your interest in the venture.

The bottommost image shown above reveals a detachable, mailable portion of the reply card dated 1910 that could be filled out and completed by an interested investor requesting H. S. Risley, President of the South Jersey Realty Company, to “send further particulars of your complimentary offer”. Space was also provided for the investor’s name and address.

CONCLUSION: As we conclude this article, you should now have a better understanding of just how easy the Risleys made it for people to learn more about the opportunities to obtain land and build a property in Stone Harbor. Before long, South Jersey road maps were soon showing a place called Stone Harbor.

Finally, at this point, you should also have a greater sense of just how effective these advertising methods and techniques really were in the creation of the resort we now know as Stone Harbor, “The Seashore At Its Best”!

A QUESTION FOR YOU: “What would you say are some of the major benefits and/or reasons why you and your family enjoy vacationing today in Stone Harbor?” Stated another way would be to ask: “What Stone Harbor memories do you and your family members fondly remember and cherish?”

NOTE: Kindly place your response(s) to either of the questions above in the “comments” section of the Facebook/Meta group page. Thank you for your time and attention given to this article.