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.
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, and demanded 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 immense collection, 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 in full 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, with the 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
