Harlan’s History: A Letter to a Prospective Investor from President H. S. Risley, South Jersey Realty Company, Stone Harbor, N. J., March 20, 1909

Did you know that in 1909 complimentary parlor and club railroad car excursions were provided twice a week from Philadelphia/Camden by the South Jersey Realty Company for prospective real estate buyers interested in the newly developing seashore resort being called Stone Harbor? Well, it was true. The vintage picture postcard featured above depicts one such special parlor/club car used for the purpose of selecting Free Lots under the company’s famous Bond Plan. These free inspection trips to the seashore to promote Stone Harbor drew a lot of attention and were quite popular. At this very early stage, increased investment was paramount.

The second image shows another early postcard bearing the following caption: “INVESTORS WHO WILL MAKE THEIR SUMMER HOME AT OCEANSIDE, NORTH STONE HARBOR, N. J.” Here we see a large group of people having just disembarked off one of the popular Pennsylvania Railroad excursion trains and anxiously waiting to get a tour of the up-and-coming resort and see for themselves the work and early progress that has occurred in building Stone Harbor. Gathering from the size of the crowd and the number of railroad cars shown, it would appear that there was considerable interest among this well-heeled group to learn more about this venture. Considering the outdoor clothing and rather formal attire worn by persons in this crowd, it would seem this photo was taken during the winter season.

It is important to know that the founding Risley brothers and their South Jersey Realty Company of Philadelphia had embarked on a major undertaking: to set into motion a program to remove the sand dunes, level and grade the lots, lay out graveled streets, and install cement curbs and sidewalks. Prospective investors were further incentivized by the installation of water and sewer lines, a million-dollar issue of improvement bonds, a decent-sized lot, and each purchaser became a member of the Stone Harbor Founders Syndicate. Three channel basins were dredged out: Stone Harbor Basin (only original natural), Shelter Haven and Snug Harbor. In 1908-1909 an artesian water works system was constructed, and about the same time the water works was being finished, a sewage system was put in place. Even electric power lines and utility poles had been included. Most importantly, the Risleys provided the means to connect Stone Harbor with the mainland with the completion of the Ocean Parkway and a drawbridge over the Great Channel. Now you can understand just how much work had to be accomplished insofar as providing the necessary infrastructure and the needed utilities to pave the way for success. All of the foregoing were absolutely required in order to promote home building along with attracting new businesses.

The next two images are really interesting and illustrate the bold financial plan and the aggressive marketing campaign the Risley brothers created. Remember, the Risleys were the developers of the “New” Stone Harbor. Here is a rather historic 2-page letter on official South Jersey Realty Company letterhead stationery mailed by President H. S. Risley to a Chas. F. Bower of Philadelphia and bearing the date of “Mar. 20, ’09.” I invite you to take the time to read this highly informative letter in its entirety. As you will be able to conclude, this letter outlines what an “EXCEPTIONAL OPPORTUNITY” exists for investors. The letter is certainly positive, promising, upbeat and promotes a story of growth and progress for all concerned.

This fifth picture titled “Fishing Pier” reveals a striking dual image format with a photo inset showing 3 children flanked by 2 fishermen all proudly displaying their “catch of the day.” However, the primary view featured on this vintage postcard depicts the “CHARLES F. BOWER / MEMORIAL PIER” that was built in 1915 at 86th Street and was connected to the Stone Harbor boardwalk. Research indicates that Bower had been deeply rooted in Stone Harbor from early on, and we do know he was one of the original investors to build a cottage there. The Borough was formally incorporated in 1914, and Bower became a celebrated member of the Borough Council from 1915 to 1918. He was also known for his dedicated service to the early establishment of a Mayor-Council type of governmental structure for Stone Harbor.

Anyway, this very popular pier with two conspicuous and expanded platform areas (as you should be able to see) for accommodating more fishermen would be named in honor of him for his good deeds. Notice also there is even a bait shop conveniently located at the entrance of the fishing pier. Sadly, however, the Great Atlantic Storm of September 1944 would be responsible for the destruction of not only this particular 500-foot-long fishing pier but the entire mile-and-a-half-long Stone Harbor boardwalk as well. As a side note, this postally used postcard bears the following penned message which might be of interest to our readers: “Hello Pop, Just arrived here. When do we eat? This is the way to catch them. Boy you should be here to help me.” signed “W.J.W.” At this point, allow me to make another interesting observation and share it with you. This very postcard bears a “JUN 23, 1946 / Avalon, N.J.” postmark. Why is that even worth mentioning you might ask? Well, that means that this very postcard was still available for sale and was being sold for correspondence and mailing purposes almost 2 years after the fishing pier shown here had actually been destroyed. Thus picture postcards continue to tell their story, and I suspect that variety stores along 96th Street and elsewhere still had supplies of this particular unsold item in their inventory and so they continued to offer them for sale as long as their supply lasted.

Essentially, the recipient Chas. F. Bower had expressed interest in the housing development plan for Stone Harbor. Some of the early major accomplishments are highlighted in this letter. The level of financial backing was provided when mention was made that the total subscription to the Beach Front Improvement Bonds had reached the remarkable sum of $648,700.

For example, a simple telephone call is all it would take to set things into motion and enable one to reserve accommodations and travel to visit Stone Harbor under no obligation. The 2-page letter which provided the very basis for this article was signed by none other than H. S. Risley! This last photo taken in 1914 shows Howard S. Risley as he was assuming the elected position of Mayor of Stone Harbor. As the town’s first mayor, he served from May 18, 1914 to November 11, 1915.
Once more we are fortunate to have access to such an interesting letter, as a copy of it is among the archived materials at the Stone Harbor Museum.