A TRAP SET FOR ME—I CATCH THE TRAPPERS—I BECOME PROPRIETOR OF THE AMERICAN MUSEUM—HISTORY OF THE ESTABLISHMENT—HARD WORK AND COLD DINNERS—ADDITIONS TO THE MUSEUM—EXTRAORDINARY ADVERTISING—BARNUM’S BRICK-MAN—EXCITING PUBLIC CURIOSITY—INCIDENTS AND ANECDOTES—A DRUNKEN ACTOR—IMITATIONS OF THE ELDER BOOTH—PLEASING MY PATRONS—SECURING TRANSIENT NOVELTIES—LIVING CURIOSITIES—MAKING PEOPLE TALK—A WILDERNESS OF WONDERS—NIAGARA FALLS WITH REAL WATER—THE CLUB THAT KILLED COOK—SELLING LOUIS GAYLORD CLARK—THE FISH WITH LEGS—THE FEJEE MERMAID—HOW IT CAME INTO MY POSSESSION—THE TRUE STORY OF THAT CURIOSITY—JAPANESE MANUFACTURE OF FABULOUS ANIMALS—THE USE I MADE OF THE MERMAID—WHOLESALE ADVERTISING AGAIN—THE BALCONY BAND—DRUMMOND LIGHTS.
A TRAP SET FOR ME—I CATCH THE TRAPPERS—I BECOME PROPRIETOR OF THE AMERICAN MUSEUM—HISTORY OF THE ESTABLISHMENT—HARD WORK AND COLD DINNERS—ADDITIONS TO THE MUSEUM—EXTRAORDINARY ADVERTISING—BARNUM’S BRICK-MAN—EXCITING PUBLIC CURIOSITY—INCIDENTS AND ANECDOTES—A DRUNKEN ACTOR—IMITATIONS OF THE ELDER BOOTH—PLEASING MY PATRONS—SECURING TRANSIENT NOVELTIES—LIVING CURIOSITIES—MAKING PEOPLE TALK—A WILDERNESS OF WONDERS—NIAGARA FALLS WITH REAL WATER—THE CLUB THAT KILLED COOK—SELLING LOUIS GAYLORD CLARK—THE FISH WITH LEGS—THE FEJEE MERMAID—HOW IT CAME INTO MY POSSESSION—THE TRUE STORY OF THAT CURIOSITY—JAPANESE MANUFACTURE OF FABULOUS ANIMALS—THE USE I MADE OF THE MERMAID—WHOLESALE ADVERTISING AGAIN—THE BALCONY BAND—DRUMMOND LIGHTS.
MYnewspaper squib war against the Peale combination was vigorously kept up; when one morning, about the first of December, I received a letter from the Secretary of that company (now calling itself the “New York Museum Company,”) requesting me to meet the directors at the Museum on the following Monday morning. I went, and found the directors in session. The venerable president of the board, who was also the ex-president of a broken bank, blandly proposed to hire me to manage the united museums, and though I saw that he merely meant to buy my silence, I professed to entertain the proposition, and in reply to an inquiry as to what salary I should expect, I specified the sum of $3,000 a year. This was at once acceded to, the salary to begin January 1, 1842, and after complimenting me on my ability, the president remarked: “Of course, Mr. Barnum, we shall have no more of your squibs throughthe newspapers”—to which I replied that I should “ever try to serve the interests of my employers,” and I took my leave.
It was as clear to me as noonday that after buying my silence so as to appreciate their stock, these directors meant to sell out to whom they could, leaving me to look to future stockholders for my salary. They thought, no doubt, that they had nicely entrapped me, but I knew I had caught them.
For, supposing me to be out of the way, and having no other rival purchaser, these directors postponed the advertisement of their stock to give people time to forget the attacks I had made on it, and they also took their own time for paying the money promised to Mr. Heath, December 26th—indeed, they did not even call on him at the appointed time. But on the following morning, as agreed, I was promptly and hopefully at Mr. Olmstead’s apartments with my legal adviser, at half-past nine o’clock; Mr. Heath came with his lawyer at ten, and before two o’clock that day I was in formal possession of the American Museum. My first managerial act was to write and despatch the following complimentary note:
American Museum,New York, Dec. 27, 1841.To the President and Directors of the New York Museum:Gentlemen:—It gives me great pleasure to inform you that you are placed upon the Free List of this establishment until further notice.P. T. Barnum,Proprietor.
American Museum,New York, Dec. 27, 1841.
To the President and Directors of the New York Museum:
Gentlemen:—It gives me great pleasure to inform you that you are placed upon the Free List of this establishment until further notice.
P. T. Barnum,Proprietor.
It is unnecessary to say that the “President of the New York Museum” was astounded, and when he called upon Mr. Heath, and learned that I had bought and was really in possession of the American Museum, he was indignant. He talked of prosecution, anddemanded the $1,000 paid on his agreement, but he did not prosecute, and he justly forfeited his deposit money.
And now that I was proprietor and manager of the American Museum I had reached a new epoch in my career which I felt was the beginning of better days, though the full significance of this important step I did not see. I was still in the show business, but in a settled, substantial phase of it, that invited industry and enterprise, and called for ever earnest and ever heroic endeavor. Whether I should sink or swim depended wholly upon my own energy. I must pay for the establishment within a stipulated time, or forfeit it with whatever I had paid on account. I meant to make it my own, and brains, hands and every effort were devoted to the interests of the Museum.
The nucleus of this establishment, Scudder’s Museum, was formed in 1810, the year in which I was born. It was begun in Chatham Street, and was afterwards transferred to the old City Hall, and from small beginnings, by purchases, and to a considerable degree by presents, it had grown to be a large and valuable collection. People in all parts of the country had sent in relics and rare curiosities; sea captains, for years, had brought and deposited strange things from foreign lands; and besides all these gifts, I have no doubt that the previous proprietor had actually expended, as was stated, $50,000 in making the collection. No one could go through the halls, as they were when they came under my proprietorship, and see one-half there was worth seeing in a single day; and then, as I always justly boasted afterwards, no one could visit my Museum and go away without feeling that he had received the full worth of his money. In looking over the immensecollection, the accumulation of so many years, I saw that it was only necessary to properly present its merits to the public, to make it the most attractive and popular place of resort and entertainment in the United States.
Valuable as the collection was when I bought it, it was only the beginning of the American Museum as I made it. In my long proprietorship I considerably more than doubled the permanent attractions and curiosities of the establishment. In 1842, I bought and added to my collection the entire contents of Peale’s Museum; in 1850, I purchased the large Peale collection in Philadelphia; and year after year, I bought genuine curiosities, regardless of cost, wherever I could find them, in Europe or America.
At the very outset, I was determined to deserve success. My plan of economy included the intention to support my family in New York on $600 a year, and my treasure of a wife not only gladly assented, but was willing to reduce the sum to $400, if necessary. Some six months after I had bought the Museum, Mr. Olmsted happened in at my ticket-office at noon and found me eating a frugal dinner of cold corned beef and bread, which I had brought from home.
“Is this the way you eat your dinner?” he asked.
“I have not eaten a warm dinner, except on Sundays,” I replied, “since I bought the Museum, and I never intend to, on a week day, till I am out of debt.”
“Ah!” said he, clapping me on the shoulder, “you are safe, and will pay for the Museum before the year is out.”
And he was right, for within twelve months I was infull possession of the property as my own and it was entirely paid for from the profits of the business.
In 1865, the space occupied for my Museum purposes was more than double what it was in 1842. The Lecture Room, originally narrow, ill-contrived and inconvenient, was so enlarged and improved that it became one of the most commodious and beautiful amusement halls in the City of New York. At first, my attractions and inducements were merely the collection of curiosities by day, and an evening entertainment, consisting of such variety performances as were current in ordinary shows. Then Saturday afternoons, and, soon afterwards, Wednesday afternoons were devoted to entertainments and the popularity of the Museum grew so rapidly that I presently found it expedient and profitable to open the great Lecture Room every afternoon, as well as every evening, on every week-day in the year. The first experiments in this direction, more than justified my expectations, for the day exhibitions were always more thronged than those of the evening. Of course I made the most of the holidays, advertising extensively and presenting extra inducements; nor did attractions elsewhere seem to keep the crowd from coming to the Museum. On great holidays, I gave as many as twelve performances to as many different audiences.
By degrees the character of the stage performances was changed. The transient attractions of the Museum were constantly diversified, and educated dogs, industrious fleas, automatons, jugglers, ventriloquists, living statuary, tableaux, gipsies, Albinoes, fat boys, giants, dwarfs, rope-dancers, live “Yankees,” pantomime, instrumental music, singing and dancing in great variety, dioramas, panoramas, models of Niagara, Dublin,Paris, and Jerusalem; Hannington’s dioramas of the Creation, the Deluge, Fairy Grotto, Storm at Sea; the first English Punch and Judy in this country, Italian Fantoccini, mechanical figures, fancy glass-blowing, knitting machines and other triumphs in the mechanical arts; dissolving views, American Indians, who enacted their warlike and religious ceremonies on the stage,—these, among others, were all exceedingly successful.
I thoroughly understood the art of advertising, not merely by means of printer’s ink, which I have always used freely, and to which I confess myself so much indebted for my success, but by turning every possible circumstance to my account. It was my monomania to make the Museum the town wonder and town talk. I often seized upon an opportunity by instinct, even before I had a very definite conception as to how it should be used, and it seemed, somehow, to mature itself and serve my purpose. As an illustration, one morning a stout, hearty-looking man, came into my ticket-office and begged some money. I asked him why he did not work and earn his living? He replied that he could get nothing to do and that he would be glad of any job at a dollar a day. I handed him a quarter of a dollar, told him to go and get his breakfast and return, and I would employ him at light labor at a dollar and a half a day. When he returned I gave him five common bricks.
“Now,” said I, “go and lay a brick on the sidewalk at the corner of Broadway and Ann Street; another close by the Museum; a third diagonally across the way at the corner of Broadway and Vesey Street, by the Astor House: put down the fourth on the sidewalk in front of St Paul’s Church, opposite; then, withthe fifth brick in hand, take up a rapid march from one point to the other, making the circuit, exchanging your brick at every point, and say nothing to any one.”
“What is the object of this?” inquired the man.
“No matter,” I replied; “all you need to know is that it brings you fifteen cents wages per hour. It is a bit of my fun, and to assist me properly you must seem to be as deaf as a post; wear a serious countenance; answer no questions; pay no attention to any one; but attend faithfully to the work and at the end of every hour by St. Paul’s clock show this ticket at the Museum door; enter, walking solemnly through every hall in the building; pass out, and resumé your work.”
With the remark that it was “all one to him, so long as he could earn his living,” the man placed his bricks and began his round. Half an hour afterwards, at least five hundred people were watching his mysterious movements. He had assumed a military step and bearing, and looking as sober as a judge, he made no response whatever to the constant inquiries as to the object of his singular conduct. At the end of the first hour, the sidewalks in the vicinity were packed with people all anxious to solve the mystery. The man, as directed, then went into the Museum, devoting fifteen minutes to a solemn survey of the halls, and afterwards returning to his round. This was repeated every hour till sundown and whenever the man went into the Museum a dozen or more persons would buy tickets and follow him, hoping to gratify their curiosity in regard to the purpose of his movements. This was continued for several days—the curious people who followed the man into the Museum considerably more than paying his wages—till finally the policeman, to whom I hadimparted my object, complained that the obstruction of the sidewalk by crowds had become so serious that I must call in my “brick man.” This trivial incident excited considerable talk and amusement; it advertised me; and it materially advanced my purpose of making a lively corner near the Museum.
I am tempted to relate some of the incidents and anecdotes which attended my career as owner and manager of the Museum. The stories illustrating merely my introduction of novelties would more than fill this book, but I must make room for a few of them.
An actor, named La Rue, presented himself as an imitator of celebrated histrionic personages, including Macready, Forrest, Kemble, the elder Booth, Kean, Hamblin, and others. Taking him into the green-room for a private rehearsal, and finding his imitations excellent, I engaged him. For three nights he gave great satisfaction, but early in the fourth evening he staggered into the Museum so drunk that he could hardly stand, and in half an hour he must be on the stage! Calling an assistant, we took La Rue between us, and marched him up Broadway as far as Chambers Street, and back to the lower end of the Park, hoping to sober him. At this point we put his head under a pump, and gave him a good ducking, with visible beneficial effect,—then a walk around the Park, and another ducking,—when he assured me that he should be able to give his imitations “to a charm.”
“You drunken brute,” said I, “if you fail, and disappoint my audience, I will throw you out of the window.”
He declared that he was “all right,” and I led him behind the scenes, where I waited with considerable trepidation to watch his movements on the stage. He began by saying:
“Ladies and gentlemen: I will now give you an imitation of Mr. Booth, the eminent tragedian.”
His tongue was thick, his language somewhat incoherent, and I had great misgivings as he proceeded; but as no token of disapprobation came from the audience, I began to hope he would go through with his parts without exciting suspicion of his condition. But before he had half finished his representation of Booth, in the soliloquy in the opening act of Richard III., the house discovered that he was very drunk, and began to hiss. This only seemed to stimulate him to make an effort to appear sober, which, as is usual in such cases, only made matters worse, and the hissing increased. I lost all patience, and going on the stage and taking the drunken fellow by the collar, I apologized to the audience, assuring them that he should not appear before them again. I was about to march him off, when he stepped to the front, and said:
“Ladies and gentlemen: Mr. Booth often appeared on the stage in a state of inebriety, and I was simply giving you a truthful representation of him on such occasions. I beg to be permitted to proceed with my imitations.”
The audience at once supposed it was all right, and cried out, “go on, go on”; which he did, and at every imitation of Booth, whether as Richard, Shylock, or Sir Giles Overreach, he received a hearty round of applause. I was quite delighted with his success; but when he came to imitate Forrest and Hamblin, necessarily representing them as drunk also, the audience could be no longer deluded; the hissing was almost deafening, and I was forced to lead the actor off. It was his last appearance on my stage.
From the first, it was my study to give my patrons a superfluity of novelties, and for this I make no special claim to generosity, for it was strictly a business transaction. To send away my visitors more than doubly satisfied, was to induce them to come again and to bring their friends. I meant to make people talk about my Museum; to exclaim over its wonders; to have men and women all over the country say: “There is not another place in the United States where so much can be seen for twenty-five cents as in Barnum’s American Museum.” It was the best advertisement I could possibly have, and one for which I could afford to pay. I knew, too, that it was an honorable advertisement, because it was as deserved as it was spontaneous. And so, in addition to the permanent collection and the ordinary attractions of the stage, I labored to keep the Museum well supplied with transient novelties; I exhibited such living curiosities as a rhinoceros, giraffes, grizzly bears, ourang-outangs, great serpents, and whatever else of the kind money would buy or enterprise secure.
Knowing that a visit to my varied attractions and genuine curiosities was well worth to any one three times the amount asked as an entrance fee, I confess that I was not so scrupulous, as possibly I should have been, about the methods used to call public attention to my establishment. The one end aimed at was to make men and women think and talk and wonder, and, as a practical result, go to the Museum. This was my constant study and occupation.
It was the world’s way then, as it is now, to excite the community with flaming posters, promising almost everything for next to nothing. I confess that I took no pains to set my enterprising fellow-citizens a better example.I fell in with the world’s way; and if my “puffing” was more persistent, my advertising more audacious, my posters more glaring, my pictures more exaggerated, my flags more patriotic and my transparencies more brilliant than they would have been under the management of my neighbors, it was not because I had less scruple than they, but more energy, far more ingenuity, and a better foundation for such promises. In all this, if I cannot be justified, I at least find palliation in the fact that I presented a wilderness of wonderful, instructive and amusing realities of such evident and marked merit that I have yet to learn of a single instance where a visitor went away from the Museum complaining that he had been defrauded of his money. Surely this is an offset to any eccentricities to which I may have resorted to make my establishment widely known.
Very soon after introducing my extra exhibitions, I purchased for $200, a curiosity which had much merit and some absurdity. It was a model of Niagara Falls, in which the merit was that the proportions of the great cataract, the trees, rocks, and buildings in the vicinity were mathematically given, while the absurdity was in introducing “real water” to represent the falls. Yet the model served a purpose in making “a good line in the bill”—an end in view which was never neglected—and it helped to give the Museum notoriety. One day I was summoned to appear before the Board of Croton Water Commissioners, and was informed that as I paid only $25 per annum for water at the Museum, I must pay a large extra compensation for the supply for my Niagara Falls. I begged the board not to believe all that appeared in the papers, nor to interpret my show-bills too literally, and assured them that asingle barrel of water, if my pump was in good order, would furnish my falls for a month.
It was even so, for the water flowed into a reservoir behind the scenes, and was forced back with a pump over the falls. On one occasion, Mr. Louis Gaylord Clark, the editor of theKnickerbocker, came to view my museum, and introduced himself to me. As I was quite anxious that my establishment should receive a first-rate notice at his hands, I took pains to show him everything of interest, except the Niagara Falls, which I feared would prejudice him against my entire show. But as we passed the room the pump was at work, warning me that the great cataract was in full operation, and Clark, to my dismay, insisted upon seeing it.
“Well, Barnum, I declare, this is quite a new idea; I never saw the like before.”
“No?” I faintly inquired, with something like reviving hope.
“No,” said Clark, “and I hope, with all my heart, I never shall again.”
But theKnickerbockerspoke kindly of me, and refrained from all allusions to “the Cataract of Niagara, with real water.” Some months after, Clark came in breathless one day, and asked me if I had the club with which Captain Cook was killed? As I had a lot of Indian war clubs in the collection of aboriginal curiosities, and owing Clark something on the old Niagara Falls account, I told him I had the veritable club with documents which placed its identity beyond question, and I showed him the warlike weapon.
“Poor Cook! poor Cook!” said Clark, musingly. “Well, Mr. Barnum,” he continued, with great gravity,at the same time extending his hand and giving mine a hearty shake, “I am really very much obliged to you for your kindness. I had an irrepressible desire to see the club that killed Captain Cook, and I felt quite confident you could accommodate me. I have been in half a dozen smaller museums, and as they all had it, I was sure a large establishment like yours would not be without it.”
A few weeks afterwards, I wrote to Clark that if he would come to my office I was anxious to consult him on a matter of great importance. He came, and I said:
“Now, I don’t want any of your nonsense, but I want your sober advice.”
He assured me that he would serve me in any way in his power, and I proceeded to tell him about a wonderful fish from the Nile, offered to me for exhibition at $100 a week, the owner of which was willing to forfeit $5,000, if, within six weeks, this fish did not pass through a transformation in which the tail would disappear and the fish would then have legs.
“Is it possible!” asked the astonished Clark.
I assured him that there was no doubt of it.
Thereupon he advised me to engage the wonder at any price; that it would startle the naturalists, wake up the whole scientific world, draw in the masses, and make $20,000 for the Museum. I told him that I thought well of the speculation, only I did not like the name of the fish.
“That makes no difference whatever,” said Clark; “what is the name of the fish?”
“Tadpole,” I replied with becoming gravity, “but it is vulgarly called ‘pollywog.’”
“Sold, by thunder!” exclaimed Clark, and he left.
A curiosity, which in an extraordinary degree served my ever-present object of extending the notoriety of the Museum was the so-called “Fejee Mermaid.” It has been supposed that this mermaid was manufactured by my order, but such is not the fact. I was known as a successful showman, and strange things of every sort were brought to me from all quarters for sale or exhibition. In the summer of 1842, Mr. Moses Kimball, of the Boston Museum, came to New York and showed me what purported to be a mermaid. He had bought it from a sailor whose father, a sea captain, had purchased it in Calcutta, in 1822, from some Japanese sailors. I may mention here that this identical preserved specimen was exhibited in London in 1822, as I fully verified in my visit to that city in 1858, for I found an advertisement of it in an old file of the LondonTimes, and a friend gave me a copy of theMirror, published by J. Limbird, 335 Strand, November 9, 1822, containing a cut of this same creature and two pages of letter-press describing it, together with an account of other mermaids said to have been captured in different parts of the world. TheMirrorstated that this specimen was “the great source of attraction in the British metropolis, and three to four hundred people every day pay their shilling to see it.”
This was the curiosity which had fallen into Mr. Kimball’s hands. I requested my naturalist’s opinion of the genuineness of the animal and he said he could not conceive how it could have been manufactured, for he never saw a monkey with such peculiar teeth, arms, hands, etc., and he never saw a fish with such peculiar fins; but he did not believe in mermaids. Nevertheless,I concluded to hire this curiosity and to modify the general incredulity as to the possibility of the existence of mermaids, and to awaken curiosity to see and examine the specimen, I invoked the potent power of printer’s ink.
Since Japan has been opened to the outer world it has been discovered that certain “artists” in that country manufacture a great variety of fabulous animals, with an ingenuity and mechanical perfection well calculated to deceive. No doubt my mermaid was a specimen of this curious manufacture. I used it mainly to advertise the regular business of the Museum, and this effective indirect advertising is the only feature I can commend, in a special show of which, I confess, I am not proud. I might have published columns in the newspapers, presenting and praising the great collection of genuine specimens of natural history in my exhibition, and they would not have attracted nearly so much attention as did a few paragraphs about the mermaid which was only a small part of my show. Newspapers throughout the country copied the mermaid notices, for they were novel and caught the attention of readers. Thus was the fame of the Museum, as well as the mermaid, wafted from one end of the land to the other. I was careful to keep up the excitement, for I knew that every dollar sown in advertising would return in tens, and perhaps hundreds, in a future harvest, and after obtaining all the notoriety possible by advertising and by exhibiting the mermaid at the Museum, I sent the curiosity throughout the country, directing my agent to everywhere advertise it as “From Barnum’s Great American Museum, New York.” The effect was immediately felt; money flowedin rapidly and was readily expended in more advertising.
While I expended money liberally for attractions for the inside of my Museum, and bought or hired everything curious or rare which was offered or could be found, I was prodigal in my outlays to arrest or arouse public attention. When I became proprietor of the establishment, there were only the words: “American Museum,” to indicate the character of the concern; there was no bustle or activity about the place; no posters to announce what was to be seen;—the whole exterior was as dead as the skeletons and stuffed skins within. My experiences had taught me the advantages of advertising. I printed whole columns in the papers, setting forth the wonders of my establishment. Old “fogies” opened their eyes in amazement at a man who could expend hundreds of dollars in announcing a show of “stuffed monkey skins”; but these same old fogies paid their quarters, nevertheless, and when they saw the curiosities and novelties in the Museum halls, they, like all other visitors, were astonished as well as pleased, and went home and told their friends and neighbors and thus assisted in advertising my business.
For other and not less effective advertising,—flags and banners, began to adorn the exterior of the building. I kept a band of music on the front balcony and announced “Free Music for the Million.” People said, “Well, that Barnum is a liberal fellow to give us music for nothing,” and they flocked down to hear my outdoor free concerts. But I took pains to select and maintain the poorest band I could find—one whose discordant notes would drive the crowd into the Museum, out of earshot of my outside orchestra. Of course,the music was poor. When people expect to get “something for nothing” they are sure to be cheated, and generally deserve to be, and so, no doubt, some of my out-door patrons were sorely disappointed; but when they came inside and paid to be amused and instructed, I took care to see that they not only received the full worth of their money, but were more than satisfied. Powerful Drummond lights were placed at the top of the Museum, which, in the darkest night, threw a flood of light up and down Broadway, from the Battery to Niblo’s, that would enable one to read a newspaper in the street. These were the first Drummond lights ever seen in New York, and they made people talk, and so advertise my Museum.
THE MOST POPULAR PLACE OF AMUSEMENT IN THE WORLD—THE MORAL DRAMA—REFORMING THE ABUSES OF THE STAGE—FAMOUS ACTORS AND ACTRESSES AT THE MUSEUM—ADDING TO THE SALOONS—AFTERNOON AND HOLIDAY PERFORMANCES—FOURTH OF JULY FLAGS—THE MUSEUM CONNECTED WITH ST. PAUL’S—VICTORY OVER THE VESTRYMEN—THE EGRESS—ST. PATRICK’S DAY IN THE MORNING—A WONDERFUL ANIMAL, THE “AIGRESS”—INPOURING OF MONEY—ZOOLOGICAL ERUPTION—THE CITY ASTOUNDED—BABY SHOWS, AND THEIR OBJECT—FLOWER, BIRD, DOG AND POULTRY SHOWS—GRAND FREE BUFFALO HUNT IN HOBOKEN—N. P. WILLIS—THE WOOLLY HORSE—WHERE HE CAME FROM—COLONEL BENTON BEATEN—PURPOSE OF THE EXHIBITION—AMERICAN INDIANS—P. T. BARNUM EXHIBITED—A CURIOUS SPINSTER—THE TOUCHING STORY OF CHARLOTTE TEMPLE—SERVICES IN THE LECTURE ROOM—A FINANCIAL VIEW OF THE MUSEUM—AN “AWFUL RICH MAN.”
THE MOST POPULAR PLACE OF AMUSEMENT IN THE WORLD—THE MORAL DRAMA—REFORMING THE ABUSES OF THE STAGE—FAMOUS ACTORS AND ACTRESSES AT THE MUSEUM—ADDING TO THE SALOONS—AFTERNOON AND HOLIDAY PERFORMANCES—FOURTH OF JULY FLAGS—THE MUSEUM CONNECTED WITH ST. PAUL’S—VICTORY OVER THE VESTRYMEN—THE EGRESS—ST. PATRICK’S DAY IN THE MORNING—A WONDERFUL ANIMAL, THE “AIGRESS”—INPOURING OF MONEY—ZOOLOGICAL ERUPTION—THE CITY ASTOUNDED—BABY SHOWS, AND THEIR OBJECT—FLOWER, BIRD, DOG AND POULTRY SHOWS—GRAND FREE BUFFALO HUNT IN HOBOKEN—N. P. WILLIS—THE WOOLLY HORSE—WHERE HE CAME FROM—COLONEL BENTON BEATEN—PURPOSE OF THE EXHIBITION—AMERICAN INDIANS—P. T. BARNUM EXHIBITED—A CURIOUS SPINSTER—THE TOUCHING STORY OF CHARLOTTE TEMPLE—SERVICES IN THE LECTURE ROOM—A FINANCIAL VIEW OF THE MUSEUM—AN “AWFUL RICH MAN.”
THEAmerican Museum was the ladder by which I rose to fortune. Whenever I cross Broadway at the head of Vesey Street, and see theHeraldbuilding and that gorgeous pile, the Park Bank, my mind’s eye recalls that less solid, more showy edifice which once occupied the site and was covered with pictures of all manner of beasts, birds and creeping things, and in which were treasures that brought treasures and notoriety and pleasant hours to me. The Jenny Lind enterprise was more audacious, more immediately remunerative, and I remember it with a pride which I do not attempt to conceal; but instinctively I often go back and live over again the old days of my struggles and triumphs in the American Museum.
The Museum was always open at sunrise, and this was so well known throughout the country that strangerscoming to the city would often take a tour through my halls before going to breakfast or to their hotels. I do not believe there was ever a more truly popular place of amusement. I frequently compared the annual number of visitors with the number officially reported as visiting (free of charge), the British Museum in London, and my list was invariably the larger. Nor do I believe that any man or manager ever labored more industriously to please his patrons. I furnished the most attractive exhibitions which money could procure; I abolished all vulgarity and profanity from the stage, and I prided myself upon the fact that parents and children could attend the dramatic performances in the so-called Lecture Room, and not be shocked or offended by anything they might see or hear; I introduced the “Moral Drama,” producing such plays as “The Drunkard,” “Uncle Tom’s Cabin,” “Moses in Egypt,” “Joseph and His Brethren,” and occasional spectacular melodramas produced with great care and at considerable outlay.
Mr. Sothern, who has since attained such wide-spread celebrity at home and abroad as a character actor, was a member of my dramatic company for one or two seasons. Mr. Barney Williams also began his theatrical career at the Museum, occupying, at first, quite a subordinate position, at a salary of ten dollars a week. During the past twelve or fifteen years, I presume his weekly receipts, when he has acted, have been nearly $3,000. The late Miss Mary Gannon also commenced at the Museum, and many more actors and actresses of celebrity have been, from time to time, engaged there. What was once the small Lecture Room was converted into a spacious and beautiful theatre, extending overthe lots adjoining the Museum, and capable of holding about three thousand persons. The saloons were greatly multiplied and enlarged, and the “egress” having been made to work to perfection, on holidays I advertised Lecture Room performances every hour through the afternoon and evening, and consequently the actors and actresses were dressed for the stage as early as eleven o’clock in the morning, and did not resume their ordinary clothes till ten o’clock at night. In these busy days the meals for the company were brought in and served in the dressing-rooms and green-rooms, and the company always received extra pay.
Leaving nothing undone that would bring Barnum and his Museum before the public, I often engaged some exhibition, knowing that it would directly bring no extra dollars to the treasury, but hoping that it would incite a newspaper paragraph which would float through the columns of the American press and be copied, perhaps, abroad, and my hopes in this respect were often gratified.
I confess that I liked the Museum mainly for the opportunities it afforded for rapidly making money. Before I bought it, I weighed the matter well in my mind, and was convinced that I could present to the American public such a variety, quantity and quality of amusement, blended with instruction, “all for twenty-five cents, children half price,” that my attractions would be irresistible, and my fortune certain. I myself relished a higher grade of amusement, and I was a frequent attendant at the opera, first-class concerts, lectures, and the like; but I worked for the million, and I knew the only way to make a million from my patrons was to give them abundant and wholesome attractions for a small sum of money.
About the first of July, 1842, I began to make arrangements for extra novelties, additional performances, a large amount of extra advertising, and an outdoor display for the “Glorious Fourth.” Large particolored bills were ordered, transparencies were prepared, the free band of music was augmented by a trumpeter, and columns of advertisements, headed with large capitals, were written and put on file.
I wanted to run out a string of American flags across the street on that day, for I knew there would be thousands of people passing the Museum with leisure and pocket-money, and I felt confident that an unusual display of national flags would arrest their patriotic attention, and bring many of them within my walls. Unfortunately for my purpose, St. Paul’s Church stood directly opposite, and there was nothing to which I could attach my flag-rope, unless it might be one of the trees in the church-yard. I went to the vestrymen for permission to so attach my flag rope on the Fourth of July, and they were indignant at what they called my “insulting proposition”; such a concession would be “sacrilege.” I plied them with arguments, and appealed to their patriotism, but in vain.
Returning to the Museum I gave orders to have the string of flags made ready, with directions at daylight on the Fourth of July to attach one end of the rope to one of the third story windows of the Museum, and the other end to a tree in St. Paul’s churchyard. The great day arrived, and my orders were strictly followed. The flags attracted great attention, and before nine o’clock I have no doubt that hundreds of additional visitors were drawn by this display into the Museum. By half-past nine Broadway was thronged, and about that time twogentlemen in a high state of excitement rushed into my office, announcing themselves as injured and insulted vestrymen of St. Paul’s Church.
“Keep cool, gentlemen,” said I; “I guess it is all right.”
“Right!” indignantly exclaimed one of them, “do you think it is right to attach your Museum to our Church? We will show you what is ‘right’ and what is law, if we live till to-morrow; those flags must come down instantly.”
“Thank you,” I said, “but let us not be in a hurry. I will go out with you and look at them, and I guess we can make it all right.”
Going into the street I remarked: “Really, gentlemen, these flags look very beautiful; they do not injure your tree; I always stop my balcony music for your accommodation whenever you hold week-day services, and it is but fair that you should return the favor.”
“We could indict your ‘music,’ as you call it, as a nuisance, if we chose,” answered one vestryman, “and now I tell you that if these flags are not taken down in ten minutes,Iwill cut them down.”
His indignation was at the boiling point. The crowd in the street was dense, and the angry gesticulation of the vestryman attracted their attention. I saw there was no use in trying to parley with him or coax him, and so, assuming an angry air, I rolled up my sleeves, and exclaimed, in a loud tone,—
“Well, Mister, I should just like to see you dare to cut down the American flag on the Fourth of July; you must be a ‘Britisher’ to make such a threat as that; but I’ll show you a thousand pairs of Yankee hands in two minutes, if you dare to attempt to takedown the stars and stripes on this great birth-day of American freedom!”
“What’s that John Bull a-saying,” asked a brawny fellow, placing himself in front of the irate vestryman; “Look here, old fellow,” he continued, “if you want to save a whole bone in your body, you had better slope, and never dare to talk again about hauling down the American flag in the city of New York.”
Throngs of excited, exasperated men crowded around, and the vestryman, seeing the effect of my ruse, smiled faintly and said, “Oh, of course it is all right,” and he and his companion quietly edged out of the crowd. The flags remained up all day and all night. The next morning I sought the vanquished vestrymen and obtained formal permission to make this use of the tree on following holidays, in consideration of my willingness to arrest the doleful strains of my discordant balcony band whenever services were held on week days in the church.
On that Fourth of July, at one o’clock, P. M., my Museum was so densely crowded that we could admit no more visitors, and we were compelled to stop the sale of tickets. I pushed through the throng until I reached the roof of the building, hoping to find room for a few more, but it was in vain. Looking down into the street it was a sad sight to see the thousands of people who stood ready with their money to enter the Museum, but who were actually turned away. It was exceedingly harrowing to my feelings. Rushing down stairs, I told my carpenter and his assistants to cut through the partition and floor in the rear and to put in a temporary flight of stairs so as to let out people by that egress into Ann Street. By three o’clock the egress
VICTORY OVER VESTRYMEN.VICTORY OVER VESTRYMEN.
was opened and a few people were passed down the new stairs, while a corresponding number came in at the front. But I lost a large amount of money that day by not having sufficiently estimated the value of my own advertising, and consequently not having provided for the thousands who had read my announcements and seen my outside show, and had taken the first leisure day to visit the Museum. I had learned one lesson, however, and that was to have the egress ready on future holidays.
Early in the following March, I received notice from some of the Irish population that they meant to visit me in great numbers on “St. Patrick’s day in the morning.” “All right,” said I to my carpenter, “get your egress ready for March 17”; and I added, to my assistant manager: “If there is much of a crowd, don’t let a single person pass out at the front, even if it were St. Patrick himself; put every man out through the egress in the rear.” The day came, and before noon we were caught in the same dilemma as we were on the Fourth of July; the Museum was jammed and the sale of tickets was stopped. I went to the egress and asked the sentinel how many hundreds had passed out?
“Hundreds,” he replied, “why only three persons have gone out by this way and they came back, saying that it was a mistake and begging to be let in again.”
“What does this mean?” I inquired; “surely thousands of people have been all over the Museum since they came in.”
“Certainly,” was the reply “but after they have gone from one saloon to another and have been on every floor, even to the roof, they come down and travel the same route over again.”
At this time I espied a tall Irish woman with two good-sized children whom I had happened to notice when they came in early in the morning.
“Step this way, madam,” said I politely, “you will never be able to get into the street by the front door without crushing these dear children. We have opened a large egress here and you can pass by these rear stairs into Ann Street and thus avoid all danger.”
“Sure,” replied the woman, indignantly, “an’ I’m not going out at all, at all, nor the children aither, for we’ve brought our dinners and we are going to stay all day.”
Further, investigation showed that pretty much all of my visitors had brought their dinners with the evident intention of literally “making a day of it.” No one expected to go home till night; the building was overcrowded, and meanwhile hundreds were waiting at the front entrance to get in when they could. In despair I sauntered upon the stage behind the scenes, biting my lips with vexation, when I happened to see the scene-painter at work and a happy thought struck me: “Here,” I exclaimed, “take a piece of canvas four feet square, and paint on it, as soon as you can, in large letters—
☞TO THE EGRESS.”
Seizing his brush he finished the sign in fifteen minutes, and I directed the carpenter to nail it over the door leading to the back stairs. He did so, and as the crowd, after making the entire tour of the establishment, came pouring down the main stairs from the third story, they stopped and looked at the new sign, while some of them read audibly: “To the Aigress.”
“The Aigress,” said others, “sure: that’s an animal we haven’t seen,” and the throng began to pour downthe back stairs only to find that the “Aigress” was the elephant, and that the elephant was all out o’ doors, or so much of it as began with Ann Street. Meanwhile, I began to accommodate those who had long been waiting with their money at the Broadway entrance.
Notwithstanding my continual outlays for additional novelties and attractions, or rather I might say, because of these outlays, money poured in upon me so rapidly that I was sometimes actually embarrassed to devise means to carry out my original plan for laying out the entire profits of the first year in advertising. I meant to sow first and reap afterwards. I finally hit upon a plan which cost a large sum, and that was to prepare large oval oil paintings to be placed between the windows of the entire building, representing nearly every important animal known in zoology. These paintings were put on the building in a single night, and so complete a transformation in the appearance of an edifice is seldom witnessed. When the living stream rolled down Broadway the next morning and reached the Astor House corner, opposite the Museum, it seemed to meet with a sudden check. I never before saw so many open mouths and astonished eyes. Some people were puzzled to know what it all meant; some looked as if they thought it was an enchanted palace that had suddenly sprung up; others exclaimed, “Well, the animals all seem to have ‘broken out’ last night,” and hundreds came in to see how the establishment survived the sudden eruption. At all events, from that morning the Museum receipts took a jump forward of nearly a hundred dollars a day, and they never fell back again. Strangers would look at this great pictorial magazine and argue that an establishmentwith so many animals on the outside must have something on the inside, and in they would go to see. Inside, I took particular pains to please and astonish these strangers, and when they went back to the country, they carried plenty of pictorial bills and lithographs, which I always lavishly furnished, and thus the fame of Barnum’s Museum became so wide-spread, that people scarcely thought of visiting the city without going to my establishment.
In fact, the Museum had become an established institution in the land. Now and then some one would cry out “humbug” and “charlatan,” but so much the better for me. It helped to advertise me, and I was willing to bear the reputation—and I engaged queer curiosities, and even monstrosities, simply to add to the notoriety of the Museum.
Dr. Valentine will be remembered by many as a man who gave imitations and delineations of eccentric characters. He was quite a card at the Museum when I first purchased that establishment, and before I introduced dramatic representations into the “Lecture Room.” His representations were usually given as follows: A small table was placed in about the centre of the stage; a curtain reaching to the floor covered the front and two ends of the table; under this table, on little shelves and hooks, were placed caps, hats, coats, wigs, moustaches, curls, cravats, and shirt collars, and all sorts of gear for changing the appearance of the upper portion of the person. Dr. Valentine would seat himself in a chair behind the table, and addressing his audience, would state his intention to represent different peculiar characters, male and female, including the Yankee tin peddler; “Tabitha Twist,” a maiden lady; “Sam Slick,Jr.,” the precocious author; “Solomon Jenkins,” a crusty old bachelor, with a song; the down-east school-teacher with his refractory pupils, with many other characters; and he simply asked the indulgence of the audience for a few seconds between each imitation, to enable him to stoop down behind the table and “dress” each character appropriately.
The Doctor himself was a most eccentric character. He was very nervous, and was always fretting lest his audience should be composed of persons who would not appreciate his “imitations.” During one of his engagements the Lecture Room performances consisted of negro minstrelsy and Dr. Valentine’s imitations. As the minstrels gave the entire first half of the entertainment, the Doctor would post himself at the entrance to the Museum to study the character of the visitors from their appearance. He fancied that he was a great reader of character in this way, and as most of my visitors were from the country, the Doctor, after closely perusing their faces, would decide that they were not the kind of persons who would appreciate his efforts, and this made him extremely nervous. When this idea was once in his head, it took complete possession of the poor Doctor, and worked him up into a nervous excitement which it was often painful to behold. Every country-looking face was a dagger to the Doctor, for he had a perfect horror of exhibiting to an unappreciative audience. When so much excited that he could stand at the door no longer, the disgusted Doctor would come into my office and pour out his lamentations in this wise:
“There, Barnum, I never saw such a stupid lot of country bumpkins in my life. I shan’t be able to get asmile out of them. I had rather be horse-whipped than attempt to satisfy an audience who have not got the brains to appreciate me. Sir, mine is a highly intellectual entertainment, and none but refined and educated persons can comprehend it.”
“Oh, I think you will make them laugh some, Doctor,” I replied.
“Laugh, sir, laugh! why, sir, they have no laugh in them, sir; and if they had, your devilish nigger minstrels would get it all out of them before I commenced.”
“Don’t get excited, Doctor,” I said; “you will please the people.”
“Impossible, sir! I was a fool to ever permit my entertainment to be mixed up with that of nigger singers.”
“But you could not give an entire entertainment satisfactorily to the public; they want more variety.”
“Then you should have got something more refined, sir. Why, one of those cursed nigger break-downs excites your audience so they don’t want to hear a word from me. At all events, I ought to commence the entertainment and let the niggers finish up. I tell you, Mr. Barnum, I won’t stand it! I would rather go to the poor-house. I won’t stay here over a fortnight longer! It is killing me!”
In this excited state the Doctor would go upon the stage, dressed very neatly in a suit of black. Addressing a few pleasant words to the audience, he would then take a seat behind his little table, and with a broad smile covering his countenance would ask the audience to excuse him a few seconds, and he would appear as “Tabitha Twist,” a literary spinster of fifty-five. Onthese occasions I was usually behind the scenes, standing at one of the wings opposite the Doctor’s table, where I could see and hear all that occurred “behind the curtain.” The moment the Doctor was down behind the table, a wonderful change came over that smiling countenance.
“Blast this infernal, stupid audience! they would not laugh to save the city of New York!” said the Doctor, while he rapidly slipped on a lady’s cap and a pair of long curls. Then, while arranging a lace handkerchief around his shoulders, he would grate his teeth and curse the Museum, its manager, the audience and everybody else. The instant the handkerchief was pinned, the broad smile would come upon his face, and up would go his head and shoulders showing to the audience a rollicking specimen of a good-natured old maid.
“How do you do, ladies and gentlemen? You all know me, Tabitha Twist, the happiest maiden in the village; always laughing. Now, I’ll sing you one of my prettiest songs.”
The mock maiden would then sing a lively, funny ditty, followed by faint applause, and down would bob the head behind the table to prepare for a presentation of “Sam Slick, junior.”
“Curse such a set of fools” (off goes the cap, followed by the curls). “They think it’s a country Sunday school” (taking off the lace handkerchief). “I expect they will hiss me next, the donkeys” (on goes a light wig of long, flowing hair). “I wish the old Museum was sunk in the Atlantic” (puts on a Yankee round-jacket, and broadbrimmed hat). “I never will be caught in this infernal place, curse it;” up jump head andshoulders of the Yankee, and Sam Slick, junior, sings out a merry—
“Ha! ha! why, folks, how de dew. Darn glad to see you, by hokey; I came down here to have lots of fun, for you know I always believe we must laugh and grow fat.”
After five minutes of similar rollicking nonsense, down would bob the head again, and the cursing, swearing, tearing, and teeth-grating would commence, and continue till the next character appeared to the audience, bedecked with smiles and good-humor.
On several occasions I got up “Baby shows,” at which I paid liberal prizes for the finest baby, the fattest baby, the handsomest twins, for triplets, and so on. I always gave several months’ notice of these intended shows and limited the number of babies at each exhibition to one hundred. Long before the appointed time, the list would be full and I have known many a fond mother to weep bitterly because the time for application was closed and she could not have the opportunity to exhibit her beautiful baby. These shows were as popular as they were unique, and while they paid in a financial point of view, my chief object in getting them up was to set the newspapers to talking about me, thus giving another blast on the trumpet which I always tried to keep blowing for the Museum. Flower shows, dog shows, poultry shows and bird shows, were held at intervals in my establishment and in each instance the same end was attained as by the baby shows. I gave prizes in the shape of medals, money and diplomas and the whole came back to me four-fold in the shape of advertising.
There was great difficulty, however, in awarding the