Community People 

Edward “Doc” Dammers

Staff

Auctioneer, Salesman, Mayor Of Coral Gables, 1925-1928
1867 – 1930

“Ambitious, Earnest Home-Seekers Are The Folks We Desire At Coral Gables….”

Also part of George Merrick’s original “dream team,” Doc Dammers was in charge of sales for the City of Coral Gables, helped in part by marketing genius Denman Fink. Dammers was one of America’s most famous auctioneers, even drawing crowds who came just to see his performances. He began in 1921, selling the first Coral Gables lots and homes from the back of a wagon at the Merrick House. Dammers’ past is a bit convoluted, involving 12 lost years when he was rumored to have joined the circus and, at one point, owned an optical shop. In 1911, he arrived in South Florida and began working for developers to help them sell land – including George Merrick. As a result of his efforts, he became the city’s first mayor on April 29, 1925, when the city was formally incorporated. By then, the city already covered 10,000 acres, much of which Dammers had helped sell. His mule cart was often stationed at Granada Golf Course, where he conducted his auctions to crowds of up to 5,000 and used every trick in the book to get future residents on the books, from exotic entertainment to raffles, live music, tours, and boat rides.

Accomplishments

Dammers was such a successful salesman that his ads for Coral Gables ran in magazines across the nation. Together, he and Merrick spent about $1 million in advertising in the first year of the city’s official incorporation – the equivalent of $15 million today. His salesforce peaked at 3,000 employees with offices throughout the country and his Coral Gables team generated $150 million in the first five years of selling. The famous Doc Dammers Restaurant and Lounge at the Colonnade Hotel was named in his honor when it opened in 1987, though it has since closed.

What He Said

Dammers used myriad slogans to promote the City of Coral Gables nationwide, including, “Where Coral Gables Lies, Your Money Multiplies,” “Where Your Castles in Spain Are Made Real,” and “Miami’s Master Suburb.” In one ad, he wrote, “Ambitious, earnest home-seekers are the folks we desire at Coral Gables. We have the most beautiful spot in the South for all-year-round homes, and want the right people to live there. If this strikes a responsive keynote with you, come in and talk over home-building plans with us. And do it now.”