This blog post was written by Grace Collins, the summer 2024 Texas Collection intern
On March 2, 1836, the Texas Declaration of Independence was signed, marking a pivotal moment in the state’s history. This declaration set the stage for a series of events that would define the struggle for Texas independence from Mexico. Just over a month later, on April 21, 1836, the Battle of San Jacinto was fought, a decisive victory that led to the signing of the Treaties of Velasco on May 9, 1836. These events collectively marked 1836 as a historic year for Texas, laying the groundwork for its future as an independent republic.
Fast forward to 1936, the centennial of Texas’ independence was celebrated with grandiosity fitting its significance. This year-long celebration, known as the Texas Centennial, was marked by numerous events across the state, but the centerpiece was the Centennial Exposition held in Dallas. This massive event transformed the city into a vibrant center of festivities and historical reflection.
The importance of the Centennial was emphasized in a letter from the Republic National Bank to Pat Neff, who played a crucial role in the event’s organization. The letter highlighted the Centennial as a rare opportunity: “The year 1936 presents to this generation of Texas people the unusual opportunity and privilege of commemorating the 100th anniversary of the declaration and winning of Texas Independence. This event manifests the spirit of state patriotism in every city, hamlet, and countryside of Texas … The Centennial year promises to bring to Texas greater attention from the nation than any event which has occurred in 100 years.”(1)
Such a grand celebration came with a substantial cost. The Centennial Exposition alone had a price tag of approximately $25 million in 1936, which translates to about $555 million in today’s currency. This considerable expenditure reflected the scale and ambition of the event, which aimed to showcase Texas’s rich history and culture.
To oversee this monumental celebration, the Centennial Control Commission was appointed. Pat Neff, a former governor of Texas and then-President of Baylor University, was a key member of this commission. His involvement was instrumental in shaping the plans and execution of the Centennial. Documents related to his work on the Centennial are preserved in his collection at The Texas Collection, providing valuable insights into the planning and implementation of the festivities.
The Centennial also featured an extensive marketing campaign to promote the event. One notable aspect of this campaign was the creation of commemorative stamps. Among these, the 3-cent stamp featuring Sam Houston, Stephen F. Austin, and the Alamo is particularly well-known. This stamp, commissioned by the U.S. government, celebrated the Texas Centennial by highlighting key figures and symbols of Texas history. Other stamps created for the Centennial included images of major people and places in Texas history, such as the Lamar Memorial and the Battle of San Jacinto, showcasing prominent figures like Mirabeau B. Lamar and Sam Houston.
The Texas Publicity Bureau further expanded the marketing efforts by proposing the creation of 30 million stamps. In a letter to the Centennial Control Commission, the Bureau outlined their strategy to distribute these stamps globally, aiming to generate widespread publicity for the Centennial Celebration. A total of thirty different stamps were produced, highlighting various aspects of Texas, including its oil industry, educational institutions, landscapes, and historical milestones. Waco, for example, was featured on two stamps: one highlighting major Texas cities and the other showcasing notable attractions in various cities, including Waco’s Palace of King Cotton.
In addition to the stamps, the Centennial News was published to promote the Centennial Exposition in Dallas. Produced by the Centennial Exposition Division of Publicity, this newspaper was notable for its open copyright policy, encouraging readers to use its materials freely. This approach was likely intended to maximize the event’s exposure and public engagement. The Centennial News ran from September 7, 1936, to July 1936, documenting the development and highlights of the exposition. Over its twenty-seven issues, the newspaper featured extensive coverage, including large photographs of the exposition’s construction. For instance, the first issue included an aerial view of the exposition, showcasing the fifty buildings that were erected. Issue 3 explored the Aztec influences on the architecture of several buildings, reflecting the diverse and innovative design elements of the exposition.
The Centennial News also provided intriguing stories and updates. Issue 4 highlighted the selection of rose over the bluebonnet to represent Texas’ flora in an exhibit on trees and flowers across the United States. Issue 5 reported on a traffic advisory committee established in 1935 to address congestion in Dallas. Issue 10 featured a planned visit by President Franklin D. Roosevelt, who officially opened the exposition on June 6, 1936. Issue 13 included a memorable article titled “Everybody Else Wants Juan Larrinaga’s Job and All He Wants is a Long Vacation,” focusing on Larrinaga’s role as the colorist and delineator for the exposition. His work included creating detailed 3D models of the exposition buildings. Additionally, the newspaper mentioned international interest, with inquiries and requests from countries such as Iraq and New Zealand to be added to the Centennial News mailing list.
The Centennial Exposition in Dallas opened on June 6, 1936, and continued until November 29, 1936. It is estimated that the event drew over six million tourists to Texas. Today, the legacy of the Centennial lives on through Fair Park in Dallas, where many of the buildings constructed for the exposition still stand, serving as a lasting testament to the grand celebration of Texas’s rich history and cultural heritage.
Sources Used
Centennial News 1, no. 1 (1935): Page 2-3.
Centennial News 1, no. 3 (1935): Page 2-3.
Centennial News 1, no. 5 (1935): Page 4.
Centennial News 1, no. 10 (1935): 1.
Centennial News 1, no. 13 (1935): 2-3
Carlyn Hammons, “The Great Depression and World War II,” Texas PBS, The Great Depression and World War II – Texas Our Texas (texaspbs.org)
Pat M. Neff collection, Accession #463, Series 3, Box 31, Folder 1, The Texas Collection, Baylor University
Pat M. Neff collection, Accession #463, Series 3, Box 33, Folder 3, The Texas Collection, Baylor University
“Texas Centennial”, Texas State Historical Association, Texas Centennial (tshaonline.org).