Savvy Slogan Change Deserted Wilderness to Suburban Gem
Creating an image to suit the times is a long standing tradition in Johnson County. During its relatively short history, Johnson County has changed from an agricultural community supporting the central city into an independent locale that is leading the metropolitan area into the next century.
Early 19th-century boosters and monumental obstacles to overcome. First they had to combat the perception of Kansas as an “isolated wilderness.” Later, during the Civil War era, they had to turn around the region’s image for violence and lawlessness.
During the 1820s, the region was essentially written off as unsuitable for civilized living. Explorers such as Stephen Long, who attached the phrase “deserted wilderness” to this region, convinced the federal government to designate the lands west of the Missouri River as Indian Territory. The Shawnee relocated to modern-day eastern Kansas and proved the explorers and government wrong. Henry Harvey, a Quaker missionary among the Shawnee, described their situation: “The Shawnees have generally made good selections for locations for their settlements. There are many good springs of water on their lands, and stone plenty for every section of their country, which is in a very mild and healthy climate...”
Harvey continued in his praise of the Shawnee’s use of the land: “In passing along the California and Santa Fe roads, ...a handsome view is presented on both hands, of good dwellings, handsome farms bordering on the forest, and fine herds of cattle and horses grazing in the rich prairies... and beautiful fields of grain sown, planted and cultivated by the Indians themselves....”
“Go West, Young Man”
Such accounts sparked the interest of the nation’s media, including one of its earliest leaders, Horace Greeley, editor of the influential New York Tribune. Greeley came west in 1859 to examine first hand the frontier American West and the notorious Bleeding Kansas.
Greeley’s widely published accounts of his travels encouraged many adventurous settlers to seek their fortunes on the frontier. Perhaps his description of northeast Kansas helped to dispel some of the myths about this region. Traveling on a “perfect” day through the “freshest prairies amidst early flowers,” Greeley and his party crossed the Santa Fe Trail and “left the smart village of Olathe.” They continued directly south, “over high prairies sloped as gently and grassed as richly as could be desired....” The account closes with the comment, “And yet, if the Garden of Eden exceeded this land in beauty or fertility, I pity Adam for having to leave it.”
The Eden of Kansas
With the Kansas territory open for settlement, town boosters set about selling Johnson County to potential residents and businesses. A local newspaper, the Olathe Mirror, encouraged settlers and businessmen to locate here during the Civil War years. In June 1861, the editor declared Johnson County’s superiority: “There is no section in Kansas that is better adapted to farming purposes than Johnson County. These fine prairies, streams of pure water and springs gushing forth from mother Earth, are of a character not easily excelled... Nature has withheld nothing from Johnson County that could add beauty to its scenery or utility to its vast resources.”
The writer then admonished the local government for squandering the county's financial resources, leaving it “far behind a few of the adjoining counties.” In an adjacent column, the editor provided an update on the “smart village” of Olathe: “Olathe, situated in the centre [sic] of one of the best counties in the State is destined to become a place of considerable size and importance.” With its abundant resources, “it is destined to become the Eden of Kansas. We see evidence to induce us to believe that this will be the great trading point of the county, and we shall have the best business houses, and the most enterprising class of people.”
The violence and lawlessness of the 1860s caused a rapid population loss throughout the county, but swift trade and “good business houses” arrived in Olathe after the Civil War when several railroad lines connected the town to nearby Kansas City, Missouri. During the 1870s, Johnson County reported steady progress and prosperity. Publications designed to attract new immigrants emphasized the region's undulating prairies, diverse agricultural products, natural resources, quality schools and affordable land for housing. Business opportunities appeared endless in this strategically-located region.
Gem Suburban City
Railroad expansion and escalating land prices in Kansas City created a real estate boom during the 1880s. Johnson County capitalized on these trends and began offering itself as a suburban escape from the overcrowded city. Suburban resorts and parks cropped up around Merriam and in Olathe. In 1887, Olathe proclaimed itself the “Gem Suburban City.” An advertisement for the new Hyde Park residential area claimed Olathe was the “only first class, choice suburban residence city (outside Independence, Missouri.)” Olathe offered the businessman looking for a home “unsurpassed educational facilities, magnificent residences, princely stores, shaded streets, choice society, [and] delightful climate.”
The suburban boom went bust by 1887. Olathe and Johnson County continued to develop agricultural resources and serviced the Kansas City market with fresh produce and dairy products. By the early 20th century, however, Johnson County's potential for suburban growth was renewed.
Between 1903 and 1908, two real estate developers began building suburban communities in Johnson County for two very different clientele. William Strang built an electric interurban railroad (the Strang Line) between Kansas City and his Overland Park development. He offered middle-class home buyers a place to live beyond the city, where they could raise their families amidst fresh air and own “a few chickens and a cow.” Access to Kansas City via the Strang Line was essential for jobs, shopping, and entertainment.
J.C. Nichols attracted wealthy Missouri residents to Kansas with his exclusive Mission Hills development. Promoted as an extension of the prestigious Country Club District, Mission Hills offered residents the benefits of living in Kansas while enjoying the amenities of Kansas City.
“Restricted Living” was the catch phrase during the 1910s-1930s. In 1925, Olathe promoted Highland Park as a new “restricted District.” In the early 1930s, Lake Quivira offered year-round lakefront living in a restricted residential community. Typically in this period restrictions included minimum size requirements as a method of controlling economic class, racial and ethnic exclusions, and setback specifications to provide a uniform appearance to the neighborhood.
Natural Advantages
The natural advantages of Johnson County were promoted as ideal for both agriculture and suburban living. Olathe’s Souvenir Book, published about 1910, noted, “Nowhere in the world are farmers more prosperous than here.” The author emphasized the proximity to Kansas City as a key benefit: “Our position at the door of the Kansas City market gives us a ready market, while our unparalleled natural advantages are enough to attract homeseekers.”
Shawnee, in the northeastern section of the county, promoted both its agricultural and suburban character during the 1930s. R.O. Larsen's “Shawnee Gateway” brochure presented the town as an historically significant community featuring Indian missions as well as truck farms and modern highways. Its rich soil, hard surfaced roads, quality school, and proximity to Kansas City made Shawnee the “ideal home community, affording all the comforts of the country, combined with the advantages of the city.”
Bedroom Community to Modern Edge City
The next growth era in Johnson County followed World War II. Federal lending programs favoring new suburban development fueled Johnson County’s growth. Wartime industrialization proved that the largely rural county could support industrial growth as well. Johnson County quickly became the leading source of affordable, middle-class housing in the metropolitan area.
With J.C. Nichols building a house a day in Prairie Village, middle-class families could live in “America’s Finest Residential Area” — the Country Club District. Later, other developers followed Nichols’ lead and promoted similar amenities — country club memberships, safe streets, new utilities, quality schools and access to convenient shopping. Developers’ advertisements continued to emphasize proximity to Kansas City for employment and culture.
Through the post-World War II era, Johnson County continued to attract exclusive neighborhood developments. Kroh Brothers developed Leawood during the 1940s and 1950s for “executives, professional and all who seek the good living amid the undisturbed rural charm of rolling woodlands.”
During the 1950s housing boom, Johnson County’s schools achieved national recognition. This attracted corporate leaders scouting new locations for regional headquarters. Johnson County, particularly the area served by the Shawnee Mission School district, capitalized on this advantage. The efforts paid off; by the mid-1970s, Overland Park billed itself as “Executive Country.” A Chamber of Commerce advertisement stated: “The face is that Johnson County is no longer a bedroom community.” The county developed a reputation for quality, affordable housing and emphasized a well-educated workforce to attract new residents and businesses.
The county’s diverse building industry gained national recognition for innovative plans and effective use of the latest building technologies. The Annual Parade of Homes showcased energy efficient homes during the 1970s and the “smart homes” of the 1980s and 1990s.
Promotion helped make Johnson County the fashionable place to live within the metropolitan area. During the 1960s, one could pick from Colonial American styled homes to Old World Mediterranean in neighborhoods such as Brittany Court and Corinth Downs. The 1970s and 1980s brought estate-style living in Berryhill Farms Estates and Hallbrook. The current decade offers another type of resort lifestyle in the emerging “new town” of Cedar Creek in Olathe. Here, families can live, work, and play in a single, self-contained development.
To date, Johnson County has skillfully molded its image to keep pace with new housing and business trends. Much of today’s promotional literature reproduces themes of the past and provides insight into why people have come to live in Johnson County.
--ALBUM vol. 9, no. 4 (fall 1996)