Rosie the elephant: the publicity stunt that sold Miami Beach.

In the early 1920s, developer Carl Fisher had a problem. He had built streets, hotels and polo fields on a drained sandbar, but America had no idea Miami Beach existed. His solution had four legs. Fisher brought in elephants, Carl II and later the famous Rosie, and put them to work clearing brush, giving children rides, and above all posing for the cameras.

The caddy that made the front page

The masterstroke came in 1921, when Rosie was photographed caddying for President Warren G. Harding during his golf vacation. The picture ran in newspapers across the country, and just like that, Miami Beach became the exotic winter playground every cold American suddenly needed to see. Some historians call it one of the greatest publicity stunts in resort history.

Where to find us on Collins

Green Market sits at 5101 Collins Ave in Miami Beach, open 7am to 10pm every day. Coffee from the espresso bar starts at $2.50, combos from $5.79. Walk in from the beach, or order on WhatsApp at +1 (305) 876-4513 and we deliver across Miami Beach.