Early Success At The Toxaway Inn

The Toxaway Company, having completed their extensive development across the Sapphire Country in time to open all five resorts for the 1903 season, spent much of the following off-season investing in advertising, and it paid off handsomely, with reports that the 1904 summer was “the heaviest season in all its history.”[1]

Many guests, including storied personages such as George Vanderbilt and an entourage, came to visit that first full season.[2] Amusingly, not everyone believed the hype, as evidenced by the clipping at right.

Changing Hands

Despite (or maybe because of) the successful launch, the company’s driving force, General Manager J.F. Hays, decided to retire after the 1904 season.

His decision was likely influenced by the sudden and unexpected death of his Toxaway Company partner and brother-in-law E.C. Wilson in December 1903[3] — especially when, shortly after that incident, Hays himself was struck with illness serious enough to sideline him for many months.

Unprepared to address the myriad operational concerns without Hays, the company elected to lease all five hotels, as well as the acreage of fishing and game surrounding them, to John C. Burrowes, for a period of nine years and eleven months. The annual rent was to be $30,000 ($20,000 for the Toxaway Inn; $6,000 for the Fairfield Inn; $2,800 for the Franklin Hotel; $1,000 for the Sapphire Lodge, and $150 for The Lodge).[4]

Like his predecessor, Burrowes came from the railroad world (working as superintendent of the dining car department of the Southern Railway, after 10+ years with Pullman) and he was a savvy promoter. He continued to develop the annual “Beautiful Sapphire Country” booklet as a marketing tool while advertising heavily, particularly in the Northeast markets.

Charlotte Observer June-1904

The Charlotte Observer, June 1904

High Society

Social activities at the Inn during the 1905 season were numerous and often reported in the social columns, including which guests hosted and/or attended progressive euchre and other card parties, naptha launch parties, sailing regattas, hiking expeditions, bowling parties, billiards tournaments, and more.

1900s era ballroom

There was frequent note of cotillion dances, or ‘germans.’ This was a complex dance in which one couple leads the other couples through a variety of figures with a continual change of partners.

One notable mid-summer event was described this way: “The dancers marched into the darkened dining room each carrying a pale-colored Japanese lantern, and the first figure was lit only by this vari-colored light. Then the electric lights were turned on and the effect was brilliant. Among the favors were riding whips, caps, steins, tiny skeletons, and Japanese parasols.”[5]

Excursions and Conventions

The 1905 season was a headliner for a number of reasons, not least of which was that Burrowes had negotiated weekend “excursion” packages and rates throughout the region, which brought in a significant number of day visitors, and he had also managed to snag several prestigious convention bookings.

Although individual guests were the Inn’s bread and butter, these large gatherings brought in a significant volume of cash at one time, helpful in managing expenses, as well as allowing broader access to the masses, resulting in more word of mouth reach, and, in the case of the conventions, a measure of prestige — not to mention some funny stories.

For instance, after one of the first excursion parties was allowed on grounds, there was considerable sniffling among the registered guests. According to a news report, “A number of them served notice to hotel management that if the [day] visitors were allowed to ‘flock over the grounds’ and ‘take possession of the hotel’, their party of 20 would leave.” While the exact meaning of the next comment isn’t clear, it doesn’t appear complimentary: “So far as these guests were concerned, the excursionist had slits in their ears.” [6] Fortunately, management was able to address the concerns of both parties and continue business.

A number of conventions hosted in Asheville or elsewhere planned day trips to Toxaway as a part of their agenda, among them the Press Associations of North Carolina and Virginia, the Audubon Society, and the Rural Letter Carriers Association.

But the ‘big get’ in the 1905 season for Burrowes and his Toxaway Hotel Company (not to be confused with the Toxaway Company, his lessor) was actually hosting the North Carolina Bar Association convention at the Toxaway Inn, an event which broke attendance records for the organization.

Although it appears the business of the convention was, in fact, attended to during the visit (including a memorable keynote address by Judge Pritchard), it was also reported that, “It seems an extravagance to sleep at this glorious place or to work. When a member of the Bar Association moved to adjourn the morning session till 9 o’clock tonight, an amendment substituting 3 for 9 was voted down unanimously. The lawyers, nor their wives, could not put their minds to routine business with the sapphire lake beckoning to them from every window, so they had the whole afternoon to explore the mountains and ride the lake in rowboats and launches.”

The Toxaway Frogs

A particularly amusing anecdote arose from the Bar Association convention, that of the Toxaway frogs.

  • First there was this news brief: “Capt. G.F. Bason is enjoying an outing at Lake Toxaway and attending the Bar Association this week. In yesterday’s Observer, it was noted that Capt. Bason has put on his linen suit and gone gigging frogs around the margin of the lake. He said he would show Frog George where the bright light used to shine.” [7]
  • Some days later, presumably the same writer (or a copycat) added a lengthier note:

“One of the greatest springs in NC is what is known as “The Iron Spring,” located a quarter of a mile below the inn, near the dam. Something like 100 gallons of water pour out of the ground every minute and is so strong with iron that the territory for many yards around is red with it.

The spring is a favorite resort for the guests of Toxaway. They tarry there on their way to the falls below the dam. If there be a man who does not believe what is here said concerning that spring and its great water, let him talk with Capt. George F. Bason, of California, for he has tried it.

The frogs of Lake Toxaway will have a place in NC story and song, for never did frogs bellow louder. As a guest of the hotel sat on the long and airy veranda and listened one night about a week ago, he said, “In all of my long life I never heard such hollering; these frogs must be as large as milk cows. O, what lungs!”

That man was raised in town, and it required some days for him to get used to that sort of music. The frogs of Toxaway are strong and healthy, and they know how to sing. Their lungs shout for joy and

the man who was reared in the country can appreciate their efforts. Verily, the land of Toxaway hath brought forth frogs. By day they rest and sleep, and by night stir and sing. It is “Knee deep! Knee deep!” or “Mighty good! Mighty good!” the livelong night.

There are, among frogs, as among men, strange individuals. A certain frog of Toxaway, if he were in the form of man, and a North Carolinian, would be known as Col. Swift Galloway, for he is a hard case, with terrible lungs and mirthful disposition. He is the chief of the lake, if one is to judge from studying the situation late every night. This particular frog is a late sleeper, a regular night hawk, possibly a newsgatherer or a printer. The small fry have a mighty good time swelling, singing, and bellowing until “the colonel” comes on the scene, and then they take a back seat. He thunders and domineers…with a note peculiar and strong. Not another frog will dare open his throat if the colonel would sing. His tune is not done in time, but it certainly has power and volume and far-reaching qualities. It sounds like he is trying to say: “I rule! I rule! I rule!” – with the accent on the ‘I.’” [8]

  • Apparently not yet having had his fill of frog satire, the same (or another) reporter then wrote a hilarious sequel, with some insider jokes about well-known characters of the time.

Year after year, registered and excursion guests continued to frequent all of the Sapphire Country resorts. The North Carolina Bar Association returned to Toxaway Inn for their annual convention, and other organizations, among them the North Carolina Bankers Association, the North Carolina Pharmaceutical Association, and the American Library Association, booked gatherings as well.

For a time, it seemed the region—and specifically the Toxaway Inn— was “the” place see and be seen!

SOURCES:

[1] The Weekly News, August 12, 1904
[2] Brevard News, October 21, 1904
[3] Brevard News, December 4, 1903
[4] Glenville and Cashiers…From the Records, Carol Bryson
[5] The Charlotte Observer, August 20, 1905
[6] The Charlotte Observer, August 15, 1905
[7] The Gastoria Gazette, July 7, 1905
[8] The Charlotte Observer, July 17, 1905