IN THIS ISSUE 18
4 Letter from the
Executive Director
6 Volunteer News
Volunteer of the Quarter & Intern Spotlight
8 The Railroad Barons of Florida
BY CYNTHIA DUVAL
12 Event Wrap-Up
New Planetarium Opening
14 Holiday Gift Guide
Featuring a selection of unique gift ideas to purchase from the MOAS Gift Shop
Front Cover Photo Courtesy of Hall Construction
On the Cover: Sponsored by the Root Family, the Museum recently undertook the restoration of the historic Silver Holly and Hiawatha railcars and enclosure of the rail shed, which are part of the Root Family Museum at MOAS. Original artifacts will be displayed in context with the railcars and can be enjoyed by visitors whatever the weather. The reinterpretation of the space will allow for great insight into the lives of early American industrialists. The Root Family Museum project is scheduled to open this Fall.
16 Zach in Time
John "Doc' Pemberton and His Amazing Medicine BY ZACH ZACHARIAS
20 Fall Programming Calendar
24 Guild News
BY JOAN HORNEFF
26 Over & Out
BY SETH MAYO
A Giant Leap for Comet Exploration
For the latest MOAS news and information, connect with us at Facebook.com/moasdaytona
vol. 33 no. 3
MOAS STAFF
LETTER FROM THE EXECUTIVE DIRECTOR
Executive Director ANDREW SANDALL FRANCIS ALLEN, Security LEE ASHTON, Security JENELLE CODIANNE, Director of Marketing and Public Relations SHERMAN COLEMAN, Director of Finance CYNTHIA DUVAL, Chief Curator and Curator of Decorative Arts and Gary R. Libby Curator of Art ERIC GOIRE, Director of Operations AUSTIN HARDIN, Security JESSI JACKSON SMITH, Director of Grants and Development JANICE KARAPCIK, Store Manager, Dow Museum BRANDY MAHLER, Membership and Development Manager ERIC MAUK, Collections Manager and Registrar
MOAS HOSTED A RIBBON CUTTING OF THE NEW PLANETARIUM. FROM LEFT TO RIGHT ARE MOAS EXECUTIVE DIRECTOR, ANDREW SANDALL, CITY OF DAYTONA SUPPORT SERVICE DIRECTOR, PAUL WETZEL, FLORIDA HOUSE DISTRICT 27 REPRESENTATIVE, DWAYNE TAYLOR, VOLUSIA COUNTY ECHO ADVISORY BOARD MEMBERS, ERIK HALLEUS AND HILARY REILLY AND MOAS BOARD OF TRUSTEES PRESIDENT, CAROL LIVELY PLATIG.
DAN MAYNARD, Facilities Assistant SETH MAYO, Curator of Astronomy AMANDA NEELY, Director of Sales and Special Events PATRICIA NIKOLLA, Guest Relations Manager JANICE RICHMOND, Store Associate, Dow Museum CODY ROGERS, Security ROY SHAFFER, JR., Coordinator, Dow Museum MATTHEW SPENCE, Head of Security MELISSA STUART, Events Coordinator, Dow Museum ISRAEL TAYLOR, Physical Plant Assistant ROBERT WOHLRAB, Curatorial Assistant J. ”ZACH” ZACHARIAS, Senior Curator of Education and Curator of History LUIS ZENGOTITA, Science and Education Associate
Editor JENELLE CODIANNE Assistant Editor BRANDY MAHLER Contributing Writers CYNTHIA DUVAL JOAN HORNEFF CAROL ANN LAROSA BRANDY MAHLER PAT MASOTTI-ABERNATHY SETH MAYO J. ”ZACH” ZACHARIAS Art Director NIKKI MASTANDO, MASTANDO MEDIA
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DEAR FRIENDS, It’s very exciting to be writing for this magazine now that we can finally start sharing the results of our hard work over the past few years with our visitors ANDREW SANDALL and supporters. The Planetarium, which opened in August, was the first of our many construction projects to open its doors to the public and provided a glimpse at the major upgrades to the Museum that we’ve been working so hard to complete for the past two years. I will admit to a great sense of relief now that we’re back to opening areas of the Museum to the public rather than just closing them down for refurbishment! The technical capabilities of the new Planetarium are stunning and take us to a whole new level of programming and visitor experience. I truly believe the new full dome shows will become a draw for the public to make a trip to the Museum for the first time once word gets out just how spectacular they are. Now, with the ability to present so many shows per day compared to before, it is my hope that people will make their first trip to MOAS to see what everyone is talking about. Alongside the Planetarium we’ve also been working on the railcars and their home in the Root Family Museum. The railcars have always been popular with
visitors so it’s great to have them back to pristine condition and housed in a much better environment than before. We have enclosed their building and added much needed air-conditioning. This has also allowed us to bring the objects into the room to create a dedicated railroad museum as part of the refurbishment of the Root collection exhibits. Working on the railroad collections has been something of a labor of love for me personally and a return to an earlier stage of my career in museums. Many of you may not know that for several years I was a curator at the world’s largest railroad museum, the National Railway Museum in York, England. I was lucky to work with some great people and some of the most important industrial collections in the world. A lot of the ideas that I saw there have gone into our work with the train shed. It was fun revisiting that stage of my career again in a different country. On the day I arrived at MOAS I remember walking into the train shed and finding an old English railroad sign up on the wall. The sign was used on the Great Northern Railway, the local railroad company that operated the line running through my hometown in England between the late 1840s and the restructuring of the British railroads in 1923. It was certainly a surprise to see it here, but made me think that maybe it was fate that one day I’d end up thousands of miles away here at MOAS in Daytona Beach!
BOARD OF TRUSTEES AND SPONSORS MAJOR SPONSORS
2014 BOARD OF TRUSTEES Carol Lively Platig, President Jill Warren, Vice President Amy Workowski, Second Vice President Melinda Dawson, Secretary Chris Lydecker, Treasurer Cici Brown, Past President Bridget Bergens Liz Chanfrau Thurman Gillespy, Jr., MD Linda M. Hall Thomas Hart Joan Horneff, MOAS Guild Representative Janet Jacobs J. Lester Kaney Janice Allen-Kelsey, PhD Kim A. Klancke, MD Carl W. Lentz III, MD Evelyn Lynn, EdD Eileen McDermott Bill McMunn Ellen O’Shaughnessy Cory Walker Linda Williams Barbara Young Allison Morris Zacharias
HONORARY TRUSTEES
GOLD Bright House Networks Brown & Brown, Inc. Cici and Hyatt Brown Guild of the Museum of Arts & Sciences Halifax Health Travel Host Magazine YP® Zgraph, Inc. SILVER Bethune-Cookman University Cobb Cole Daytona Beach News-Journal Daytona International Speedway Embry-Riddle Aeronautical University Gary R. Libby Trust Mastando Media NASCAR ® RLF Architects Gene and Diane Rogers BRONZE Bahama House Best Western Aku Tiki Inn Bomar Construction Encore Catering of Central Florida Florida Hospital Memorial Medical Center Giles Electric Family Consuelo and Richard Hartmann Ed and Pat Jackson Jon Hall Chevrolet Dr. and Mrs. Kim A. Klancke Jill Simpkins and L. Gale Lemerand Chris and Charlie Lydecker Stuart and Lisa Sixma David and Toni Slick SunTrust Bank University of Central Florida Tom and Sena Zane
Miriam Blickman Anderson Bouchelle (Deceased) J. Hyatt Brown Alys Clancy (Deceased) Tippen Davidson (Deceased) Susan Root Feibleman (Deceased) Herbert Kerman (Deceased) Chapman Root (Deceased) Jan Thompson (Deceased) Executive Director Emeritus Gary R. Libby
Arts & Sciences is published quarterly by the Museum of Arts & Sciences, 352 S. Nova Road, Daytona Beach, Florida 32114, telephone 386.255.0285, web site www.moas.org. Income from contributors helps offset a portion of the expense involved in the production of this publication.
ABOUT THE MUSEUM ABOUT THE MUSEUM OF ARTS AND SCIENCES The Museum of Arts and Sciences is a not-forprofit educational institution, chartered by the State of Florida in 1962 and accredited by the American Alliance of Museums. Museum collections and research include Cuban and Florida art, American fine and decorative arts, European fine and decorative arts, preColumbian and African artifacts, Pleistocene fossils, Florida history and regional natural history. Permanent and changing exhibitions, lectures, and classes highlight educational programs. The Museum houses changing arts and sciences exhibition galleries, permanent collection galleries, a gallery of American art, paintings, decorative arts and furniture, Cuban Fine and Folk Art Museum, a state-of-the-art planetarium, library, the Frischer Sculpture Garden, maintains nature trails in a 90-acre preserve in adjacent Tuscawilla Park, and operates Gamble Place in Port Orange and the Dow Museum of Historic Houses in St. Augustine. The Museum also houses the Charles and Linda Williams Children’s Museum. The Museum of Arts and Sciences is recognized by the State of Florida as a major cultural institution and receives major funding from the State of Florida, Department of State, Division of Cultural Affairs and the Florida Council on Arts and Culture. Major Museum programs and activities for members, school children and the general public are also supported by grants from the County of Volusia, the Guild of the Museum of Arts and Sciences, the Junior League of Daytona Beach, Target®, Elfun Community Fund, and the UCF Educational Partnership. MUSEUM HOURS: 9 a.m. - 5 p.m. Tuesday through Saturday 11 a.m. - 5 p.m. Sundays The Museum of Arts and Sciences is committed to the Americans with Disabilities Act by making our facility and programs accessible to all people. If you have any special requirements, suggestions, or recommendations, please contact our representative, Andrew Sandall, at 386.255.0285. If you prefer, you may contact the Cultural Council of Volusia County representative at 386.257.6000, or the Division of Cultural Affairs, The Capitol, Tallahassee 850.487.2980, or TT 850.488.5779. A COPY OF THE OFFICIAL REGISTRATION AND FINANCIAL INFORMATION MAY BE OBTAINED FROM THE DIVISION OF CONSUMER SERVICES BY CALLING TOLL-FREE WITHIN THE STATE. REGISTRATION DOES NOT IMPLY ENDORSEMENT, APPROVAL OR RECOMMENDATION BY THE STATE. THE TOLL FREE NUMBER IS 1.800.435.7352. FLORIDA REGISTRATION #CH-1851
ADVERTISING INQUIRIES All inquiries regarding advertising should be directed to the MOAS Communications Department at 386.255.0285, ext. 320. ARTS & SCIENCES MAGAZINE 5
VOLUNTEER NEWS
Volunteer of the Quarter Jacque Heufelder Jacque Heufelder came to work for the Dow Museum of Historic Houses in St. Augustine six years ago as a volunteer accountant upon retiring from her accounting position in the building industry. Jacque has a Bachelor of Science Degree in Administrative Arts from Roger Williams University in Rhode Island. Before moving to Florida, she lived in New England and Hawaii with her husband, John, during his Navy career. Jacque moved to Jacksonville, FL and worked for twenty years as an accountant for three major building firms. During this time she fell in love with St. Augustine and has made it her home for the last ten years.
Did you know?
MOAS hosts 80 day to day volunteers on average per year. From keeping the Museum Store running to giving guided tours, volunteers undertake an astonishing range of tasks. To find out more about volunteering please e-mail us at membership@moas.org or call 386.255.0285.
Intern Spotlight Sierra Young Sierra Young received her degree in History and Anthropology from the University of South Florida and is currently a graduate student at the University of Washington in their Museology program. Sierra has been interning for the Education Department at the Museum of Arts & Sciences since January of this year and in her time here has had the opportunity to work in many different capacities at the Museum. From running children's Planetarium shows to teaching her own Summer Learning Institute classes, she has learned much about education in the museum setting. Through her time as an intern, she feels that she has gained a necessary foundation upon which to build her future museum experiences. In the future, Sierra hopes to work as a curator of history and is particularly interested in innovative ways of integrating technology into the museum experience. She is excited about the opening of the new Planetarium and is interested in seeing how its amazing technology will inspire both young and old to keep learning.
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FLORIDA HISTORY FEATURE
THE RAILROAD BARONS of
FLORIDA
FORESIGHT & FORTITUDE By: Cynthia Duval, Chief Curator and Curator of Decorative Arts and Gary R. Libby Curator of Art
As the 19th century dawned, America was catapulted into a hitherto unimaginable industrial era in which inventors and entrepreneurs viciously vied with each other not only for prominence and wealth, but for lasting legacies that would make their names live forever.
8 ARTS MAGAZINE ARTS&&SCIENCES SCIENCES MAGAZINE
F
lorida gained statehood in 1845 and over the following fifteen years, in spite of the drawback of a tremendously destructive hurricane in 1848, its population expanded to more than double. The majority of settlers were mainly immigrants from Antebellum South Carolina and Georgia. Filled with enthusiasm for their new domain with its unique untrammeled landscape, many looked to a prosperous and settled future in which respectable towns, trade and enterprise were to replace the untamed, albeit exotic, frontier world of previous periods that had been so inspirational to explorers, visionaries and artists. Of those who acted upon their entrepreneurial dreams, Senator David Yulee was one who achieved prominence through persuading the state legislature to fund a narrow gauge railroad from Fernandina Beach all the way to Cedar Key. Finalized in 1858 after several years of trial and error, this single-line railroad – to be known grandly as the Florida Railroad – became the springboard for an expansion that included St. Petersburg and a site for a coastal railroad depot, which in turn expanded to include a dock well suited for deep-sea cargo ships to load and
Late 19th century Florida East Coast Railroad locomotive
unload their goods. This was to become St. Petersburg’s downtown waterfront. St. Petersburg itself, then boasting a population of 400, was incorporated as a city in 1892. Named after an important and beautiful Russian city of the same name on the Baltic, it was originally home to the empire-building American immigrant Pyotr Dementyev (anglicized to Peter Demens). After a prolonged stay in New York City he had made his way to East Central Florida and by 1883 settled ten miles southwest of Sanford, becoming the new owner of a successful sawmill. He set about producing wooden railroad ties and prepared to establish himself, ready and willing to learn about the railroads from the visions of already-established titans of industry. In a flurry of excitement, having built up a moderate fortune, he took over the Orange Belt Railway with two compatible financial partners. They built a line of 120 miles from Lake Apopka in late 1886, into the wilds of the Pinellas Peninsula; a narrow-gauge railway boasting a woodburning locomotive that traveled 15 miles an hour. Backed by heavy investment of land by entrepreneur Hamilton Disston, and inspired to extend the line all the way to Mullet Key, he became the catalyst for the planning of causeways and bridges that would give work to many hundreds of men. Unfortunately, disagreements with Disston, who was to become one of the great land barons of Florida’s Gilded
Age, caused his plans to take the railroad to Mullet Key to “wither on the vine”. Perhaps this was just as well. It is on record that over the next few years, through the digging and laying of tracks and faulty and primitive equipment, over twenty two thousand railroad men met their deaths or sustained major injuries nationwide. Together with Disston, the three Henrys: Plant, Sanford and Flagler, had the most impact on development within Florida during the century’s last 30 years. Flagler, John D. Rockefeller’s partner in the Standard Oil Company, and founder of the Florida East Coast Railroad was the greatest investor of them all. Henry B. Plant owned the Jacksonville, Tampa and Key West Railway and in 1880 linked Sanford’s docks in Monroe to Orlando, which led to its growth as Florida’s largest inland city. He eventually controlled 600 miles of Florida railroads, which served Disston’s vast acreage in the center of the state with its fast growing communities and was a boon to Sanford’s multitudinous farms and their needs. After the Civil War, Plant bought up many of the short liens in Florida and other Southern states and united them into the Plant System. From 1892 onwards it became the Plant Investment Company, in which both Sanford and Flagler invested heavily; Flagler at one period serving as its director. Plant is also famed for his connection to the Cuban cigar industry, for extending his rail tracks to the Port of Tampa, and building (continued)
Finalized in 1858, the single-line Florida Railroad became the springboard for an expansion that included St. Petersburg and a site for a coastal railroad depot, which in turn expanded to include a dock well suited for deep-sea cargo ships to load and unload their goods, that was to become St. Petersburg’s downtown waterfront.
The 3 Henrys
Henry B. Plant Photo credit: Florida Photographic Collection
Henry Flagler Photo credit: J. J. Cade - The Cyclopaedia of American biography, 1918
Henry Sanford Photo credit: Mathew Brady, United States Library of Congress's Prints and Photographs Division
piers and a deep-water channel leading from the end-of-the-line terminal to a previously dredged deep channel. What followed these amenities was to astonish the whole state and included the transfer of the immense export of cattle to Tampa from Punta Gorda which brought new prosperity. A huge tourist trade developed. Tourists could now enjoy the nearby beaches and the exotic domedminaret luxury hotel that Plant had built downtown. They could boat, fish and explore the coastline, as well as take train rides across the unusual and striking countryside to a variety of newly-established communities, traveling past orange groves, phosphate mines and many lumber camps. It was a never-changing new world to ponder over. Across the bay was to be found the charm of St. Petersburg and the story of the exiled Russian nobleman Peter Demens. Originally a tiny village, the story of St. Petersburg, after Demens managed to join Sanford to it via a short logging track which he had managed to expand into the Orange Belt Line, was as enchanting as the Russian ballet. For St. Petersburg, with its glorious powdered-sand lined coastline and its waters edge, it quickly became and remains today a delightful place both to live in and work. Bitter winters in the Midwest and Northern regions of America in the 1870’s led to a flow of winter travelers to Florida’s spas and health resorts. Yet in spite of the growing demand for easy, comfortable travel, wouldbe visitors found only lengthy and mostly exhausting routes to reach even Jacksonville, at that time Florida’s major city. Many bought parcels of whatever fertile land they could find and became settlers. Vegetable farms sprang up and trees of pine and hardwood became a Tampa export – the lumber in demand both in other states and abroad. The entrepreneur and capitalist Henry Morrison Flagler used his fortune to invest in Florida’s future by firstly laying tracks the length of Florida’s Atlantic coast from Jacksonville all the way to Key West. To entice wealthy tourists to the state and through investing in his own personal wealth he constructed eight lavish hotels, strategically placed along the South East shoreline. Palm Beach became – as it remains today – a center of glamour and luxury with its focus being Flagler’s superb hotel, The Breakers. Around Lake Worth he built homes that lured the rich and famous. By creating a port in Miami he opened a door to streams of visitors from across the waters, laying the seeds of vibrant internationalism. Today the city is filled with Afro-Cuban music, all night cigar-and-coffee bars, French food and cinema. It was a time
when Florida’s winter climate and growing population lured those seeking clean air and relaxation, as well as for health reasons. Flagler loved the arts and welcomed both landscape artists and other artists of the Hudson River School from New York State to the Ponce de Leon Hotel in St. Augustine where he set up a group of studios. This marvelous success is testified by the important oil and watercolor paintings in the Cici and Hyatt Brown MOAS Collection. These artists explored and recorded St. Augustine and the virgin landscape with enthusiasm, their inspiration as much from the skies above as in the strange land below. Looking up as evening fell they saw great pine trees silhouetted against skies streaked with roseate hues; when darkness fell and thunderheads gathered on the far horizon – then the land became indeed a land of mystery, king palms silent sentinels along the waterfronts. The one track railroad extension into the tip of the Keys suspended large cagelike baskets over the water into which those trying to fish from the trestles of the track, or more dangerously walk along the track, could swing down upon hearing the whistle of the oncoming train. As interest in the Lower Peninsula and Keys grew, Flagler used part of his personal fortune to establish general stores, weekly newspaper offices, post offices and trading posts to meet the requirements of the new communities. Settlements on the waterside were also provided with harbors and docks. The railroad was not only for public transportation but also for those with affluence for whom private rail cars were equivalent to the private jets of today’s world, a symbol of achievement as well as a means of rapid transport. Circus entrepreneur John Ringling used the railroad as a means of transportation from the circus home base in Baraboo for livestock including his elephants, taking International showmanship and excitement to the masses. His lavishly decorated private carriage is on view at the Ringling Museum in Sarasota. Oliver Evans, American engineer and inventive visionary (1755-1819), who designed and built America’s first high pressure steam engine (1801), once foretold that in the future, his steam machines would one day be able to transport people and goods at over ‘5 mph.’ His vision came to fruition, for by the end of the 19th century, locomotives were able to travel at over 50 mph on a clear track and were equipped with air brakes, which first appeared in the eastern part of the country in the mid 1860’s, used countrywide by 1890.
Come see our very own piece of railroad history with the reopening of the Classic Train Exhibit in its new enclosure in the Root Family Museum, scheduled for Fall 2014. 10 ARTS & SCIENCES MAGAZINE
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EVENT SPOTLIGHT
EVENT WRAP-UP
Renaissance members taking their seats in the new Planetarium before the start of the preview show
New Planetarium Opening Events The Museum of Arts & Sciences opened its new state-of-the-art Planetarium to the public on Saturday, August 23, 2014. With new live interactive show programming, full-dome HD movies and an extended schedule, the Planetarium is an exciting new venue for all visitors to enjoy.
MOAS Members enjoying refreshments before the Planetarium preview show
The week leading up to the public opening day was filled with Planetarium preview events for our Renaissance members and Museum members. On Thursday, August 21st, Renaissance members were invited for a cocktail preview party to see a sneak peak at the capabilities of the new Planetarium. Renaissance members enjoyed a 20 minute preview show and were astounded by the new digital projector, sound system and all that the Planetarium could bring to the Museum. On Friday, August 22nd, Museum members were invited to a Planetarium preview party where individuals and families with their children came to enjoy one of three preview shows. Upon leaving the show, members were excited about all of the additional educational programming that the Planetarium would be able to offer and were amazed by the depth at which you could see into the universe. The new Planetarium is now open with multiple shows scheduled daily. Show times and descriptions can be found on www.moas.org ยก
For Planetarium show times and information, visit moas.org
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Helmet Mask. Ibo, Nigeria.Wood, kaolin, pigment.
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ARTS & SCIENCES MAGAZINE 17
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BY: J. ”Zach” Zacharias
Senior Curator of Education and Curator of History
The early origins of Coca-Cola® is an amazing story with a web of connections which turned a nerve and brain tonic into the most recognized soft drink brand in the world.
T
he story begins on July 8, 1831, with the birth of John “Doc” Pemberton in Knoxville, Georgia. Pemberton was raised in Rome, Georgia and attended Reform Medical College in Macon. By 19 years old, he was a licensed chemist, but his career was put on hold as he served in the Confederate’s 12th Cavalry Regiment. Pemberton was wounded in the “Battle of Columbus,” which was the last battle east of the Mississippi, and is often referred to as the closing battle of the war. He was struck across the chest by a saber and, like most wounded veterans of that era, became dependent on morphine for relief. The conclusion of the Civil War brought about an explosion in the popularity and demand of patent medicines for wounded veterans such as Pemberton. Adding to the increase in the burgeoning patent medicine market in the late 19th Century was America’s new brand of capitalism tied to urbanization and individual economic prowess. The American
Gilded Age was transforming a land of farmers into an urbanized society of factories, mills and big city life. This created a frantic lifestyle in which the strains of economic booms and busts created new diseases characterized by psychosomatic symptoms fueling demand for new medicines. After the war, “Doc” as Pemberton was known, returned to chemistry and moved his wholesale drug operation to the Columbus, Georgia area. He specialized in medicines based on herbal remedies, and became especially infatuated with the effects of the coca leaf of Peru and Chile. Further north, Atlanta was emerging out of the destruction of the Civil War and, rising like a phoenix, was in the process of reinventing itself. The city transformed into a place for fortuneseekers, and soon became the center of the “New South” as entrepreneurs flocked to new opportunities. In 1870, Pemberton seized on this opportunity to move his pharmaceutical operations to Atlanta. It would be (continued)
Ford Model “T” Coca-Cola® Route Truck, on display in the Root Family Museum at MOAS
here that “Doc ” dedicated his life’s work and personal fortune to the creation of the most perfect medicine of all time. Patent medicines, with a long history of traveling medicine shows, muscle acts, and vaudeville selling techniques, reached their zenith in the late 19th Century. Patent medicine is a confusing term; in actuality there was no patent but only a trademark. Its origin goes back to England, when a medicine was endorsed by the royal family as a “royal patent of favor.” Eventually the concept was exported to North America. A true patent would require proof that the concoction, with its exotic ingredients, actually worked. Most did not. It was among this plethora of patent medicines that Coca-Cola® would arise and change the world. The new flourishing
mass marketing techniques of the era, along with new and more efficient transportation modes, would help create a national and eventually a global market for Coca-Cola®. While trying to find a remedy for his own morphine addiction, John “Doc” Pemberton became infatuated with a patent medicine inspired by a French Chemist, Angelo Marini, who concocted a tonic in 1863 known as “French Wine of Coco”. This remedy was made with Bordeaux wine mixed with coca leaves and contained 6mg of cocaine. It became the world’s most popular prescription having such effects as, reinvigorating your health, strength, vitality and energy. “French Wine of Coco” became a medicinal drink known as Vin Marini. It became so popular, Queen Victoria, and
Pope Leo the XIII endorsed it; in fact, Pope Leo gave the drink the Vatican Gold Medal Award and his image appeared on posters endorsing the wonders of its effects. Thomas Edison stated “it helped him work longer hours” and Ulysses S. Grant also touted its benefits as he worked on his final memoirs. “Doc” Pemberton, working in his lab in 1885, created his own version of Vin Marini, and called it “Pemberton’s French Wine of Coco.” It contained alcohol and extract from coca leaves. The Women’s Temperance Union helped pass prohibition legislation in July of 1887, and effectively banned alcohol in Atlanta. Now, Pemberton had to deal with a city dry of alcohol and an illegal medicinal drink. In response to this turn of events, “Doc” created a carbonated
THE ROOT FAMILY MUSEUM AT MOAS The Root Family Museum, part the Museum's permanent collection, features one of the largest Coca-Cola® memorabilia collections in the world, teddy bears, Indy Series race cars, train cars, and other popular Americana.
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non-alcoholic version of his elixir which contained syrup, coca leaves and cola nuts. This change in his formula would be the key to its eventual success. Another important historical connection developing at this time is the rise of the local drug store and soda fountain shop. This business became the social heart of many towns and neighborhoods. It was a place where people could socialize and gather for a gossip. “Doc” Pemberton used the local pharmacy to market and test his new medicinal soda fountain drink – now called “My Temperance Drink”. It was touted as a drink that could “sooth your stomach, rid you of your headache, and calm your nerves.” He also claimed that you could live between a 120 and 150 years by taking his new elixir. In reality, it was a really good tasting beverage that had little effect for any ailment. Carbonated drinks were not new, vendors of the day used orange, grape or cherry and added the fuzzy carbonation to them. These drinks were usually popular in the South during the summer season. However, “My Temperance Drink” was a new drink with a new taste not using the traditional flavors! Delicious and Refreshing! Unfortunately for Pemberton, he was not a good marketer and it was decided to drop the name “My Temperance Drink.” “Doc’s” bookkeeper and new partner, Frank S. Robinson, came up with a new catchy name “Coca-Cola®” and used the popular Spencerian Script to craft the famous logo that is still used
John "Doc" Pemberton
In Terre Haute, Indiana, the Root Glass Company created the world’s most famous bottle for the company. As a result, Coca-Cola® became a worldwide phenomenon that endures today.
today. Alliterations were popular at the time and had a nice ring. Robinson marketed the drink as a medicine and a really fresh new tasting fountain drink. In 1887, the first year in business, Coca-Cola® sold 990 gallons of syrup. A gallon could produce 128 drinks. That translated into about 76,800 drinks sold. When all of the revenue and expenses were added up, Coca-Cola® made a firstyear profit of $510.00. After a series of convoluted business transactions between Pemberton and his varied business partners, Coca-Cola® was sold to Asa Griggs Candler. He became the sole owner in 1891 at a cost of $2,300.00. Asa, a travelling salesman by trade, saw the benefits of the new evolving mass marketing techniques. Candler began using coupons, billboards, catch phrases, and souvenirs to advertise the soft drink. In three short years after purchase, the 1893 annual report happily stated that Coca-Cola® was sold in every state and territory in the Union. He increased the business tenfold and in 1919 sold the company for
an amazing $25,000,000 dollars. By 1915, Candler recognized that the future lie in bottling Coke and a standardized bottle was needed. In Terra Haute, Indiana, the Root Glass Company created the world’s most famous bottle for the company. As a result, Coca-Cola® became a worldwide phenomenon that endures today. They created a bottle with such a unique and innovative shape, it is immediately recognizable. Pemberton’s whole life was dedicated to find the perfect medicine. Instead, he created the perfect soda drink. If he had not sold his formula, the drink may have stayed in obscurity like countless many other patent medicines of its time. On August 16, 1888, at the age of fiftyseven, John Pemberton passed away and left a legacy he would never enjoy. The newspaper’s notice of his death called John S. Pemberton “the oldest druggist of Atlanta and one of its bestknown citizens”. Asa Candler “weeping fat crocodile tears” at his funeral, paid tribute to Pemberton as having the most lovable nature and many virtues. ¡
Coca-Cola® Factory Workers
FALL EXHIBITS OCTOBER
Cuban Museum and African Art Our Cuban Museum and African Art Collections are currently on view in new temporary gallery spaces during the reconstruction of the West Wing. Enjoy a different perspective on these rich collections in this newly-imagined space.
NOVEMBER
Through Fall 2014
Contemporary Paintings from the MOAS Collection Through Fall 2014 A fascinating yet little known grouping of contemporary art in a variety of sizes and media from the MOAS collection. Artists include Antoinette Slick, Hiram Williams and James Rosenquist as well as David Swoyer, whose study in mixed media on paper is both a serious and delightful fantasy.
DECEMBER
52nd Annual Halifax Art Festival November 1 & 2, 2014 Enjoy art from over 225 artists from around the country on historic downtown Beach Street, from Orange Avenue to Bay Street, at the Riverfront Shops of Daytona Beach. More info on page 25
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Exhibits and dates subject to change.
FALL PROGRAMS
october
november
October 18 2:00pm-3:00pm Forgotten Historical Figures of Florida Join James “Zach” Zacharias, Senior Curator of Education and Curator of History, for a look at some of the most unusual and sometimes forgotten characters that make Florida unique. Hear the story of Florida’s Robin Hood, the first black congressman, a crazy cracker prince and more. Free for members or with paid admission
November 4 3:00pm-4:00pm Meet Me in the Tuscawilla Preserve With the onset of fall, the Tuscawilla Preserve is an amazing place. Join James “Zach” Zacharias, Senior Curator of Education, for a “walk about” in Tuscawilla and discover the astonishing plants, animals and ecology in this unique urban ecosystem. Free for members or with paid admission
October 24 5:30pm-10:30pm 13th Annual Night of the Paranormal Join us for the spookiest night of your life! Enjoy a multitude of vendors, displays, presentations and exhibits along with Planetarium shows, including: 5:30 PM - Doors/Vendors Open 6:00 PM - Weird Florida: On The Road Again (Shown on the big screen) This PBS television special features many of the following event participants. 7:00 PM - Professor Slim King Mentalist and paranormalist. 8:00 PM - Hauntiques Hosted by Richard Lester. Witness psychics and mediums examining historical artifacts for spiritual energy from the past. 9:00 PM - UFOs and Alien Abduction Phenomenon Hosted by Denise Stoner, author and former State Investigator for MUFON. 10:00 PM - Crypid Creatures and Legend Tripping Featuring author, Rob Robinson, Florida cryptozoologist $8.00 for members and $11.00 for nonmembers October 29 2:00pm-3:30pm Coffee, Chocolates and Collections: Riding the Florida Rails with the Rich and Famous: Ringling, Flagler and Plant Join Chief Curator, Cynthia Duval, in the Root Family Train Depot. Hear stories of interest and glamour about the affluent people who traveled the Sunshine State. Free for members or with paid admission October 31 2:00pm-3:00pm Porch Talk at Gamble Place: In the Beginning There was Coca Cola – And This is How it Began! Join James “Zach” Zacharias on the porch at Gamble Place and learn about the amazing history of the early medicinal soft drink that became the world’s most famous drink. Free for members or $5.00 for non-members
Free for members or $5.00 for adults and $3.00 for children.
SEPTEMBERS WITH THE SMITHSONIAN EVENTS
November 11 3:30pm-4:30pm Meet Me in the Gallery: Africa with Head Docent Marion Whelton Join Marion as she takes you on a journey through the rare collection of African artifacts from Western and Central Africa. Discover the hidden history and power of these unique cultural objects. Free for members or with paid admission November 11 4:00pm-4:45pm Special Planetarium Show: Giant Leap for Comet Exploration In anticipation of Rosetta, the first spacecraft to land on the surface of a comet, the MOAS Planetarium will be presenting a live program about these otherworld icy bodies. Discover the mysterious nature of comets and how they may have brought water and possibly the seeds of life to early planet Earth. There will also be an opportunity to learn about the trailblazing Rosetta mission and the unprecedented landing it has planned on comet 67P/Churyumov-Gerasimenko.
November 14 5:30pm-8:00pm Astronomy Night at Gamble Place and Cracker Creek Weather permitting: join us for a night under the stars and view the night sky with our state-of-the-art telescopes. Be part of a great family night with lots of activities including astronomy, food, hayrides and history tales. Be sure to dress appropriately and bring a small flashlight. RSVP at MOAS by November 13 at 386-255-0285 $10.00 for adults and $7.00 for children 4 and older November 18 2:00pm-3:00pm Meet Me in the Gallery: Eye of Newt and Spider Webs Meet Cynthia Duval, Chief Curator, in the Root Family Pharmacy! Learn how to cure what ailed you in the “good old days.” Free for member or with paid admission November 21 2:00pm-3:00pm Porch Talk at Gamble Place: The Land Beneath our Feet Discover what‘s underneath Florida with Senior Curator of Education and Curator of History, James “Zach” Zacharias. Explore the unique geological history of Florida beginning tens of millions of years ago up through the important environmental issues of today. Free for members or $5.00 for non-members
december December 3 2:00pm-3:30pm Christmas Pudding, Dinner and Tea Meet Cynthia Duval, Chief Curator, in the Bouchelle Gallery. Celebrate the season through objects in the collection and learn fun facts about how they were used. Free for members or with paid admission December 5 5:30pm-9:00pm Night Sky Celebration Join us at MOAS as we celebrate the wonders of the season’s night sky! Bring your family to experience the “Splendors of Stargazing” during live interactive shows held in the new Planetarium and see the real thing (weather permitting) through the plethora of telescopes that will be setup outside to enjoy. An assortment of hands-on activities will be held inside that will teach the fundamentals of astronomy as well as exciting documentaries about the universe that will be playing all throughout the evening in our large auditorium. Schedule: 6:00pm, 7:00pm, 8:00pm – Live Planetarium Show: Splendors of Stargazing Documentary shown in the auditorium every hour starting at 6:00pm Telescope viewing throughout entire event (Weather permitting) Free for members. Non-members: $7.00 for adults, $6.00 for seniors and $4.00 for children 6 and up December 6 11:00am-4:00pm Lego® Day: A Celebration of Building and Architecture Bring the whole family for a day of engineering, building, art and creating magnificent Lego® creations. The museum has over 115,000 Legos® for you to create your next masterpiece. Join us for Lego® challenges, games and prizes! Free for members or with paid admission
Kindly reserve your Annual Dinner tickets: Number of individual tickets ______ @ $45 I am unable to attend but want to contribute: $____________ Please select one entrée selection for each attendee: Fish____ Chicken____ Vegetarian____
Name(s): ________________________________________________ Address:__________________________________________________ City, State, Zip: _____________________________________________ Phone: ______________________E-mail: _______________________ Please charge my credit card: ___MasterCard ___Visa ___American Express ___Discover Card Number:________________________________Exp. Date: _______Security Code______ Signature: _____________________________________________________________
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MAIL REPLY AND PAYMENT TO: MUSEUM OF ARTS & SCIENCES, 352 S. NOVA RD., DAYTONA BEACH, FL 32114 For more information, contact MOAS at 386.255.0285
22 ARTS & SCIENCES MAGAZINE
December 10 2:00pm-3:00pm The Root Family Museum with Preston Root Discuss the rare collection of cars, Coca-Cola® artifacts, and other 20th Century artifacts with family member Preston Root. Free for members or with paid admission
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GUILD NEWS
The MOAS Guild Prepares for Fall The MOAS Guild is preparing for our two biggest fundraisers, The Halifax Art Festival and the Festival of Trees. The MOAS Guild is getting ready for our busiest time of year. The committees for our two biggest fundraisers, The Halifax Art Festival and the Festival of Trees, are working hard to ensure their success and achieve the Guild’s fundraising goals. We invite everyone to attend these wonderful events. They have become long standing traditions eagerly anticipated by everyone in and around Daytona Beach. We also invite non-members to attend our meetings and consider joining our group. We meet the second Tuesday of each 24 ARTS & SCIENCES MAGAZINE
month at 10:00 AM. It is going to be a busy time and we need your help to make this a successful year. As this festive season approaches, the Guild members wish everyone the happiest of holidays. It is the time of year I reflect on the things I have to be thankful for. The Museum of Arts and Sciences and my Guild friends are certainly among them. Remember, giving to others makes you feel great and is good for your health. I hope to see you at the Halifax Art Festival and at the Festival of Trees Gala. Joan Horneff, Guild President
Join the MOAS Guild! The Guild sponsors many exciting events, including: The Halifax Arts Festival Festival of Trees Children’s Museum Golf Classic Mardi Gras/Casino Night Artful Interludes
Applications are available at www.moas.org or the MOAS Guest Relations Desk or call 386.255.0285
MOAS GUILD FALL EVENTS
The Man of the Hour - A New Halifax Art Festival Chair For 51 years, the Halifax Art Festival Chair has always been a chair woman. This year, the Guild of the Museum of Arts & Sciences will be giving the Halifax Art Festival a fresh perspective with the “man of the hour,” George Fortuna.
By Pat Masotti-Abernathy
George Fortuna is the 52nd Halifax Art Festival Chair. George joined the Guild in 2010 and hit the ground running. Since then, he has worked on every committee as well as every festival. As a man who never says no when asked to help with anything, members of the Guild felt that it was a natural progression for George to assume the role of Halifax Art Festival Chair. George has set the bar high for this year’s Halifax Art Festival, stating “Our team’s goal is to take the Festival to the next level and make this one of the Guild’s biggest and best fundraising events ever for the Museum of Arts and Sciences (MOAS)!” On November 1st and 2nd, the Halifax Art Festival will bring over 200 booths filled with artists and artisans lining both sides of Beach Street and stretching from Orange Avenue to Bay Street. In order to manage Festival artists as well as the over 20,000 people attending, the Guild works closely with Daytona’s Downtown Development Authority and the Riverfront Shops of Daytona Beach. It takes a combined effort to ensure logistics, crowd control and the safety for all those attending the Festival. The Guild credits the generous contributions to the Patron Awards Program with attracting many seasoned artists to the Festival. If you have not signed up to be a Patron and would like to, please send Kathy Wilson an email at KatWilso@prodigy.net or go to HalifaxArtFestival.com for more information. The Patron Program allows the Guild to reward artists as well as raise money for MOAS.
Artists that are a part of the Festival’s competitive section will be judged on Saturday morning by two judges from the Orlando area. Our first judge, Dr. Ena Heller is the Bruce A. Beal Director of the Cornell Fine Arts Museum at Rollins College in Winter Park. The second judge, Frank Holt, serves as the Executive Director at the Mennello Museum of American Art in Lock Haven Park. A total of $25,000 in prize money and approximately $10,000 in Patron Awards will be awarded at Saturday night’s Artist Reception. Families with children will enjoy the Little Van Gogh area where we encourage budding artists to express themselves. The area is supervised by the Guild and art supplies are free to all. The Student Art Exhibit and Competition is comprised of students of all ages from the Volusia County public school system
and private schools. Cynthia Duval, MOAS Chief Curator and Curator of Decorative Arts, will judge and award $4,000 in prize money donated by the Wessel Foundation at Sunday’s Student Art Reception. The winning art will be displayed at the Museum of Arts & Sciences and then at Art Haus in South Daytona. The Halifax Art Festival is presented by the MOAS Guild and is sponsored by the Downtown Development Authority (DDA), the Riverfront Shops of Daytona Beach, TD Bank, the Daytona Beach News-Journal, Bright House Networks, The Cultural Council of Volusia County, Glenn Yarbrough, Sr., VP Wealth Management with Merrill Lynch, and Adam & Dana Kennedy.
For more information about the Halifax Art Festival, visit HalifaxArtFestival.com
2014 Festival of the Trees 2014 The Guild of the Museum of Arts & Sciences invites you to spark your holiday spirit this year with a visit to the 2014 Festival of Trees. By Carol Ann LaRosa
These dazzling trees, which will be on display in Root Hall Museum from November 11th through November 29th, are sure to put everyone in the mood to start their holiday decorating. Stroll through professionally decorated trees that are sponsored by local businesses. All trees are up for sale to the highest bidder at the close of the display. Don’t miss our exciting Champagne Gala celebration from 6pm to 9pm on November 20th in Root Hall. Get into the spirit of the holidays while enjoying complimentary champagne and a sampling of delicious tapas, hors d’oeuvres and desserts from
twenty of the area’s finest restaurants. Enjoy a variety of live music with your family and friends while taking in our decorated tree displays throughout Root Hall. Start your shopping early by browsing our holiday boutique where small decorative items will be available to take home that evening. Champagne Gala tickets are $45 per person. Reservations are requested and can be placed by calling Karrie Houlton at (386)290-3226. For additional information or to sponsor a tree, call Carol Ann LaRoza at (386)405-8813. The Festival of Trees is open to the public with the price of admission to the Museum starting Tuesday, November 11 through Saturday, November 29th. For more information on the Festival of Trees or Museum hours, please visit www.MOAS.org.
GIANT LEAP
FOR
A
COMET
EXPLORATI Since the earliest recordings of astronomical observation, comets have conjured feelings of awe, wonder, bewilderment and many times, fear – as they carve their way through the sky like glowing apparitions. 26 30 ARTS 26 ARTS ARTS& &&SCIENCES SCIENCES SCIENCESMAGAZINE MAGAZINE MAGAZINE
The advancement of science has provided a fairly decent understanding of what are now considered small solar system bodies composed of ice, rock and frozen gases. Despite all of the countless comets that have been discovered and studied, they are still quite mysterious in many respects. Did much of the water on Earth come from comets? Were comets responsible for seeding life on our planet? These questions have popped up over the years and continue to baffle astronomers to this day. Seemingly taken from the plot of a sci-fi novel, a spacecraft is now in the midst of landing on one of these strange objects in dramatic fashion; a mission that may bring us closer to answering these fundamental questions. Designated as Rosetta,
BY: SETH MAYO, CURATOR OF ASTRONOMY
ON this unmanned spacecraft is appropriately named after the Rosetta Stone which was the key to deciphering Egyptian hieroglyphics and unraveled clues to early human civilization. Operated by the European Space Agency (ESA), Rosetta was launched from French Guiana in 2004 on a more than 10 year journey to meet up with comet 67P/ Churyumov-Gerasimenko (67P/C-G) and eventually release a lander on its surface, a first for space exploration. In those 10 years, Rosetta gathered momentum through
OVER AND OUT
Artist's impression of the Philae lander on comet surface. Image Credit: ESA/ATG medialab gravity assist slingshots, three precise orbital maneuvers around Earth and two around the red planet Mars. During the journey to its destination, the spacecraft was able to rendezvous with the asteroids Steins and Lutetia, taking detailed photos of their surfaces and making observations of their unique characteristics. Even though landing on a comet is an ambitious undertaking, making physical contact with an icy body in space is not unprecedented. In 2004, NASA’s Stardust space probe successfully swooped through
the tail of comet Wild 2, opening up a gellike material that absorbed the myriad of tiny particles in its wake. These 'comet bits' were tightly sealed in a capsule that was sent back to Earth in 2006 for scientists to closely analyze, where a surprising amount of organic compounds were eventually found. On a 2005 mission, NASA’s Deep Impact spacecraft made very violent contact with the comet Tempel 1 by slamming a probe into its nucleus, the central part of the comet. The resulting impact released
Candidate landing sites for the Philae lander on comet 67P/Churyumov-Gerasimenko that stretches 2.5 miles in diameter. Image taken by Rosetta spacecraft from a distance of about 60 miles. Image Credit: ESA/Rosetta/MPS plumes of cometary dust that enabled the spacecraft to study the interior makeup of Tempel 1. Scientists found a much higher abundance of dust rather than ice and were also surprised by its very fine composition. Contact with 67P/C-G by Rosetta will be slightly more delicate and difficult than past missions. As recently as August 2014, Rosetta made its first close approach to the comet – about 30 miles above its nucleus. At this point, the cometary spacecraft began making threelegged triangular paths mapping out its surface to determine the most suitable landing site for its probe, named Philae. By September, Rosetta established an orbit around 67P/C-G in preparations for landing. Philae will finally be released from Rosetta in mid-November: the culmination of many years of planning and the completion of a long journey through the inner solar system and asteroid belt. Traveling at a mere 2 mph, Philae will
hopefully make a soft, and certainly historic touchdown, immediately firing harpoons into the surface of the comet to secure it safely. From there, time is of utmost importance. With about a week of battery life, Philae will attempt to use its suite of 10 instruments to study the comet's composition in situ. Its primary objective is to search for the complex organic compounds that are rich in carbon, hydrogen and oxygen - essential components of nucleic and amino acids. These building blocks of DNA and RNA form the basic structure for life and may provide insight into the early history of life on our planet. The origin of Earth's water is also a conundrum, potentially made clearer if a presence of water is found by the probe during its mission. If Philae’s solar panels allow it, the probe may be able to operate for many more weeks or possibly months after touchdown. In conjunction with the lander, Rosetta will also continue to orbit
around 67P/C-G studying the coma, or gaseous atmosphere that envelopes the nucleus. By August of 2015, Rosetta will have an up close perspective of its host comet as it nears the sun during perihelion. At this point, 67P/C-G will be shooting out jets of gas into space and lighting up from the sun's intense heat. With the upcoming milestones yet to be completed by the Rosetta mission, there are sure to be surprises waiting to unfold. The science gained will potentially spur many more questions that will need to be answered.
In anticipation of the Rosetta mission, the MOAS Planetarium will be presenting a special Planetarium show, Giant Leap for Comet Exploration, on November 11th from 4pm to 4:45pm. Join us to discover the mysterious nature of comets.
Left: Rosetta took this picture from about 155 miles above Mars. One of the spacecraft's long 45 ft solar panels is stretching to the background of this planetary scene. Image Credit: ESA/Rosetta/Philae/CIVA; Right: Artist’s impression of the Rosetta spacecraft releasing Philae to the comet's surface for eventual touchdown. Image Credit: ESA/ATG medialab
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