Skegness Magazine

John Hassall, painter of the famous Jolly Fisherman poster first visited Skegness in June 1936. A reception dinner was held for him at the newly built County Hotel on North Parade, Skegness.

A very important revelation is made towards the end of the document - the Mayor of Skegness asked Mr Hassall if he would do a bit of sketching. As a consequence, Hassall sketched a “companion picture to his original poster, namely, the Jolly Fisherman exclaiming emphatically; ‘So it is!’”

We now have proof “from the horse’s mouth” that the glass pane in the County Hotel is, in fact, Jolly Fisherman’s companion. “So it is!”, declared Hassall.

BENEFACTOR HONOURED ILLUMINATED ADDRESS PRESENTED AND
“FREEDOM OF THE FORESHORE ”
A GATHERING that is probably unique in the annals of municipal administration in this country took place in the Town Hall at Skegness on Wednesday last, when the resort welcomed the individual whose genius laid the foundation of its wonderful growth and prosperity as a health and holiday venue.
He was Mr John Hassall, the well-known London artist, who created the now world-familiar Jolly Fisherman and the accompanying slogan, “Skegness is So Bracing.”
Although Mr. Hassall designed the poster way back in the “good old days” prior to the Great War—on February 13th, 1909, to be exact—this was the first occasion he had made a personal acquaintance with the seaside resort which he put “on the map.”
“The reality of Skegness has eclipsed all my anticipations. It is even more bracing and attractive than I had been led to expect,” Mr. Hassall said.
The visit of Mr. Hassall was the outcome of an invitation extended by the Skegness Advancement Association in conjunction with the London and North-Eastern Railway Company, who are the owners of the copyright of the Jolly Fisherman poster. Mr. W. E. Butlin collaborated with the Advancement Association and the Railway Company by entertaining Mr. Hassall and a large Company of other notable visitors to luncheon etc at his new holiday camp.

BEVY Of NATIONAL PRESSMEN.

The occasion had its inception on Tuesday evening in the arrival of a number of representatives of national newspapers, who had received first-class reservations from London and elsewhere to Skegness to witness the town do honour to Mr. Hassall, to inspect the sea front amenities, and to make first and acquaintance with Mr. Butlin’s super holiday camp. The L.N.E.R. company provided the reservations, tea being served on the train.
The party comprised about 15 representatives of the leading London and newspapers and news Provincial agencies, together with Press photographers; representatives of leading 3 tourist and booking agencies, etc.; and chief officials of the passenger and advertising departments of the L.N.E.R. from King’s Cross, York, Lincoln and elsewhere.
The “invasion” was by far the most imposing and important in its category that has ever been known at Skegness and the town owes a debt of gratitude to Mr, A. E. Barlow, Publicity Manager t to the Advancement Association, upon whose shoulders the bulk of the arrangements devolved and who left no stone unturned in his efforts to ensure that Skegness received the maximum publicity through the visit.
Incidentally, it may be mentioned that a before leaving the town the majority of the visitors took the opportunity of warmly congratulating Mr. Barlow upon the excellence of the arrangements and of their thorough enjoyment of all that had been done on their behalf.
HOLIDAY CAMP CABARET

On their arrival on Tuesday evening the guests were conveyed by cars to the County Hotel on North Parade, where they were entertained to dinner by Mr. W. E. Butlin. The County was also the headquarters of the party for the night.
After dinner, the guests were taken to Butlin’s holiday camp, where an excellent cabaret show was put on. This was provided entirely by members of the holiday camp staff, and compared by Mr. Norman Bradford, one of Mr. Butlin’s assistant managers.
Those who contributed to the entertainment included :—Jimmy Loft, junr. song and patter; “Percy,” in acrobatic dances; solos; William Paxton, saxophone Jimmy Campbell, in song and a story and a Bavarian beer-garden scene which included Joe Velich, the super ample-proportioned chef of the holiday camp who danced with amazing lightness and agility.

THE WRONG STATION
More grey hairs began to manifest themselves on the head of the Publicity Manager when Mr. Hassall failed to put in an appearance at the scheduled time, but the artist duly arrived by train and was rushed to the holiday camp, where he was persuaded to say a few words to the large and representative assembly. He described in highly amusing vein how he had missed the 4 o’clock train at King’s Cross by turning up at Liverpool Street a minute before that hour ! Failing to locate his expected companions on the journey, he inquired of a man who wore a peaked cap and looked as if he had something to
do with trains—(laughter)—what time the train left for Skegness, and was told that all trains for the resort went from King’s Cross. (Renewed laughter).
He duly put in an appearance at the right station and eventually arrived at Firsby where, on looking out of the train, he saw a brick wall on either side and wondered whether by mistake they had “garaged” his train for [lie night.

[Other members of the Council present are listed by the original document is crumpled and torn and impossible to read fully]

Apologies for enforced absence were read from Mr. Geo. G. Dunkley, C.C., and Messrs. F. Davis and J. Macdonald, the two latter being cut of town representing the Advancement Association at a national conference at Ilfracombe.
Behind the dais on which Mr. Hassall sat, hung his original painting of the Jolly Fisherman, which is on “permanent loan,” to the local authority by the L.N.E.R Company.
THE POSTER PARAMOUNT.
Coun. Cooper said that special meeting of the Council had been called on an auspicious occasion, especially for the purpose of giving a civic welcome to their esteemed friend, and, he might say, benefactor, Mr. John Hassall.
He would like to express. the appreciation of the members of the Council to their honoured guests who had come from various parts of the country and favoured Skegness with their presence. That was the first occasion on which Mr. Hassall had paid a visit of any kind to Skegness— (shame!) —but his name had been identified with the resort for nearly 30 years.
Mr. Hassall created a poster which was destined to point the way to life and health and happiness to untold thousands of men, women and children. (Applause).
What was that marvellous poster and wherein lay the secret of its appeal? The answer to the first query was the Jolly Fisherman poster; and the answer to the second query was the ingenious brain of their esteemed friend, Mr. John Hassall.
There were present that morning the representatives of 14 or 15 national newspapers, and while these gentlemen might not be directly concerned with the advertising side of their journals, they would agree that the secret of success in advertising was truth. In the Jolly Fisherman poster they had “Truth in Advertising.”
That “Skegness is so Bracing” was true in the summer, the winter, the autumn and the spring. It was true in the daytime and true at night-time. He had never yet met anyone, either in or out of Skegness, who denied the fact that Skegness is so bracing. ‘(Applause.)

KNOWN THE WORLD OVER.
That was the secret of the success of the poster. In spite of advanced methods in poster production and art, which had been made during the last quarter of a century, it was quite certain that no poster had afforded the inspiration to the same extent as the Jolly Fisherman poster. It had been caricatured and plagiarised as no other poster in the world had been. It had been caricatured in every hemisphere, by the leading newspapers of the world, by members and officials of governments, and in every other conceivable direction in order to force home a point which was desired to be made.
The Jolly Fisherman poster was a silent salesman for Skegness; and yet, paradoxically their silent salesman “told the tale.” It was because of the value of the poster to the resort that Skegness owed an everlasting debt of gratitude to Mr. John Hassall.
The poster was produced for Skegness by Mr. Hassall and modern Skegness had been produced for Mr. Hassall to fit the poster. (Applause.)
Because of this invaluable service which he had rendered to the town through his genius, Skegness desired to acknowledge its indebtedness and grateful thanks; and, on behalf of the Skegness Council, the Advancement Association, and the thousands of inhabitants of the resort he (the speaker) had the honour and privilege of presenting to Mr. Hassall an illuminated address. Those concerned expressed the hope that he would value and keep that little token, and that it would always be a source of satisfaction to Mr. Hassall to know that he had received some recognition of his service. That address carried with it sincere wishes for a long life, health and happiness.
TEXT OF THE ADDRESS. The address was as under:—
SKEGNESS IS SO BRACING.
At a specially convened meeting of the Council of the Urban District of Skegness and Executive Committee of the Skegness ‘Advancement Association. This vellum was presented to Mr. John Hassall on behalf of the townspeople to commemorate the occasion of his first visit to the town and as a token of the appreciation of the ‘valued publicity which has accrued to the resort by the creation of the figure of the “Jolly Fisherman” and the slogan “Skegness is so Bracing” embodied in his famous poster design..
Dated this 10th day of June, 1936.
Fred Cooper, chairman of the Council; Ivor M. Cule, clerk to the Council; Frank Wood, chairman of the Skegness Advancement Association; A. E. Barlow, secretary to the Skegness Advancement Association.
FREEDOM OF THE FORESHORE.
Coun. Cooper then said that they had a further token of esteem to present to Mr. Hassall. Had Skegness been a city, that occasion and the purpose of it would have been quite sufficient to have called for the presentation of the Freedom of the City to Mr. Hassall. Unfortunately, however, Skeness had not quite aspired to such realms of importance, and there! fore they had devised the next best thing they could, namely, the presentation of the Freedom of the Foreshore, which he asked Mr. Hassall to accept.
The card handed to Mr. Hassall was worded as follows:
“At a special meeting of the Urban District Council of Skegness, held at the Town Hall, Skegness, on Wednesday, 10th June, 1936, it was’ resolved that Mr. John Hassall be henceforth entitled to free access to all municipal undertakings in the town during his lifetime.”

SPORTSMEN’S PRESENTATIONS.
Mr. Raymond E. Frearson, the well-known Skegness solicitor- sportsman and captain of the Lincolnshire County Golf Association, then rose to make a further presentation to Mr. Hassall. He apologised for the unavoidable absence of Capt. Alexander, captain of the Seacroft Golf Club, and Mr. M. Keetley, captain of the North Shore Golf Club, remarking, amid laughter, that their absence was most unfortunate, as both would have portrayed the Jolly Fisherman better than he!
There was no occasion for him to reiterate what the Chairman had so well said concerning the never-ceasing value of Mr. Hassall’s poster. It was mainly through the appeal of that poster that Skegness had been able to create and maintain two of the finest golf courses in the country, The North Shore Club had the largest membership of any golf club in the British Isles, this numbering over 1,100. ‘Applause.)
The captains, committees and members of both golf clubs realised that the success which their respective organisations had achieved was in no small measure due to the creation of the Jolly Fisherman poster and its wonderful slogan: and on behalf of all concerned he had pleasure in asking Mr. Hassall to accept an honorary life membership card for each club, with the hope that he would find time to visit Skegness on many future occasions and take advantage of these two famous golf courses. (Applause.)

“‘HASSALL-ISMS.”
Mr. Hassall, whom a contemporary writer describes as possessing a “wicked wit,” acknowledged the presentations in a speech which kept his listeners in almost perpetual laughter. He is breezy and unconventional to a degree, and while his speeches are most difficult to convey to paper, owing to the manner in which he “sandwiches” quips and humorous reminiscences, he is, nevertheless, one of the most entertaining speakers one could desire to listen to.
He led off by protesting that while he had merely come to see Skegness—and almost missed doing so by getting to the wrong station the previous day—they had taken advantage of his outing to shower all sorts of honours upon him. And he hadn’t even breakfasted yet that day! (Laughter.)
Those presentations were “all wrong,” he suggested, because the idea of the poster belonged to the Railway Company, and at the time there wasn’t any Skegness. He merely created a Jolly Fisherman skipping along a small space of sand which might have been located anywhere around the coast, and the Advancement Association had been entirely responsible for the development of the idea that Skegness is so bracing. They were busy fellows, these members of the Advancement Association.
It was astounding when one came to look at Skegness today and to realise the fact that it was not so old as he was. (Mr. Hassall is 68.)
The speaker went on to say that he had been told that 45 years ago the sea at Skegness washed up against some cottage windows. The sea had evidently receded a good deal in the meantime, and in view of the possibility of its being as far away again forty years hence, he suggested that the local authority start now to build a harbour and also a cathedral and Town Hall on the foreshore. (Laughter.) In case they were really not taking him seriously, he reminded them that Sandwich in Kent used to be a port, but now it merely stood on a little river, and that was only kept open because it rained every day. (Laughter.) It did not bring Skegness any nearer London to have a lot more foreshore than at present.

He had never been in a seaside town which possessed so many attractions as Skegness, although, thank heaven, he, had never been to Blackpool. (Laughter.) That morning, while shaving in his hotel, he looked out and saw what appeared to be miles of lawns and grass-bordered flower beds, and he also saw a man with a pair of clippers commence to trim the whiskers of the grass borders. It made him shudder -when he thought of that man having to spend the rest of his days trimming ‘the miles of grass edges on
Skegness front. He really could not imagine anything worse than to go on cutting grass borders for ever and ever. Even Dante never thought of it! (Laughter.)
He was almost overwhelmed to think that he had not been told of what awaited him at Skegness. Fancy losing trains when there was a dinner and hospitality such as had been extended to him in the offing! Really he ought to be crying at the thought of what he might have missed! But English were like that. They hid their true feelings, and as a matter of fact his family had always been pretty good at it. (Laughter.)
In conclusion. Mr. Hassan said, “Thank you all so much for the golf tickets, the freedom of the public bar—I mean fore- shore undertakings—(laughter)—and the illuminated address. My only fear is that when I show them to my friends’ they will worry me by asking what I have done to deserve them.” (Laughter and applause.)

VALUABLE WORK RECOGNISED.
The Chairman said it was meet on an occasion like that to pay tribute to those few men who, through good times and bad, had carried on the publicity work of the town. This work was commenced by their esteemed friend, Mr. Geo. F. Ball, and following him, he (the speaker) had the privilege of putting in ten years as secretary of the town’s publicity organisation, to be followed in turn by Mr. A. E. Barlow, who was rendering a great service to the town in this capacity. (Applause.) While he could mention several more names, the success of any organisation usually rested with the secretary and a public tribute to that gentleman was well deserved. (Applause.)
“SO IT IS”
At the request of the Chairman, Mr. Hassall then fished out of his waistcoat pocket a piece of charcoal and executed a couple of black and white sketches. One of these was a companion picture to his original poster, namely, the Jolly Fisherman exclaiming emphatically; “So it is!”
The other sketch was of the head of a Red Indian replete with feather headdress, etc., and was a striking example of the genius of the artist in ‘Light and shade.
TOUR OF SEA FRONT,
Following the meeting, Mr. Hassall and the other visitors were taken on a comprehensive tour of the sea front. They were accompanied by Coun. Fred Cooper, Coun. F. Wood and other of their colleagues, along with Mr. A. E. Barlow, Mr. W. E. Butlin, and the Council’s Engineer and Surveyor, Mr. R. H. Jenkins, who “created” the sea-front attractions.
On the invitation of Mr. Butlin a hot luncheon was partaken of at the Holiday Camp, covers being laid for nearly a hundred diners. An excellent repast was put on by Chef Velich and served by the camp dining hall staff Coun. W. Hudson acted as toastmaster.

GUESTS TOASTED.
Following the submission of the loyal toast by the Chairman (Coup. Fred Cooper, J.P.), the latter proposed the health of “Our Guests.” He desired to express the appreciation of their host, Mr. Butlin, to the representatives of the Press for attending that day, and for all they would do in future for Skegness and that Holiday Camp. He was sure that the representatives of the national Press would agree that Skegness was well worthy of a visit and of praise.
He also extended a welcome to. the representatives of the . tourist agencies and the L.N.E.R. Company, together with the advertising representatives. He trusted they had had a good time inspecting the amenities of Skegness, and that Holiday Camp, and that it would not be long before they came again. The same remark applied to their honoured guest, Mr. John Hassall. (Applause.)
Mr. W. J. Pepper, assistant passenger manager, L.N.E.R., of London, responding, said he was voicing the feeling of all the guests when he said, how much they had enjoyed the hospitality of the Skegness Advancement Association and Mr. Butlin and their pleasure at inspecting all the improvements that had been effected. It was several years since he visited Skegness, and he was frankly astonished at the way it had grown up.
So far as the L.N.E.R. Company was concerned, its interests were bound up with those of Skegness and consequently the Company would be pleased to do all they could to advance their mutual interests. His Company brought a great number of people to Skegness—he believed the one-day record stood at 25.000 —and now that that Holiday Camp had come into being he was sure that previous figures would be greatly exceeded. (Applause.)
Miss- Martin. of Luton, the sole lady Press representative. supported the toast, and said that one thing about Skegness which particularly impressed her was its variety.

A UNIQUE POSSESSION.
Mr. Ernest Cocks, the London manager for Messrs. Ben Johnson, Ltd.. of Leeds, in proposing the toast of “Skegness.” said the resort could be proud of its accomplishments in the interests of the holiday-making community. He coupled with the toast the name of Mr. George F. Ball. In his (the speaker’s) younger days the names of Skegness and George Ball were synonymous. (Applause.)
“GIFT FROM THE SKIES.”
Mr. G. F. Ball, responding, recalled his earlier close association with Skegness publicity and paid high tribute to the work of Mr. A. E. Barlow in his capacity as secretary to the Advancement Association.
A few years ago Skegness did not know what to do in the way of providing amusements, when there came from the skies a good, honest, clever, generous man by the name of Billy Butlin who, in the interim, he was told, had spent £50,000 on providing amusements for all who came to Skegness, and had now crowned his previous activities by the creation of that wonderful Holiday Camp. (Applause.)
Dealing with the activities of the Council, the speaker said that during the last ten years no less a sum than a quarter of a million pounds had been spent, mainly on the sea front, and yet despite all the wonderful improvements which had been effected, Skegness rates were less than 13s. in the £. (Applause.)
Mr. R. E. Frearson, in proposing the health of “Our Host,” eulogised the activities and consistent enterprise of Mr. Butlin whom he characterised as a remarkable young man and the very antithesis of the popular conception of a successful “showman.”
Mr. Butlin, he said, was a man of few words, because he was a believer in the old saying that “Actions speak louder than words.” No one could deny the fact that Mr. Butlin had done a tremendous service to Skegness, and lie was, moreover, the most generous-hearted business man the town had ever known or was ever likely to know. That holiday camp reps rented yet another example of his far-sighted business ability and acumen. When he (the speaker) first heard of the scheme from Mr. Butlin he had to conclude that the latter was on the verge of a nervous breakdown, but as usual, Mr. Butlin had succeeded in-”delivering the goods.” He (the speaker) merely acted as the mouthpiece of all true-minded citizens when he said that they blessed the day when Mr. Butlin decided to open out his activities at Skegness and become one of their tradespeople and fellow townsmen. (Applause.)

HIS TWO SPEECHES.
Mr. Butlin, responding, said he did not know whether to give them his short speech, which was “Thank you,” or his long one, which was “Thank you very much!” (Laughter and applause.) No one welcomed their guests more than he did, because he realised that whatever Skegness might do in the way of preparing for visitors its efforts would not be of much avail without the help and co- operation of the Press and the Railway Company. (Applause.)
Mr. John Hassall, who spoke briefly before executing some more of his inimitable charcoal sketches, said that when his body was dug up four words would found engraved on the coffin lid. Those words would be “Skegness—Poster —Hassall—Concrete.” (Laughter.)
The visitors left Skegness on the 5.55 p.m. train on Wednesday, the L.N.E.R. providing dinner on the journey.
MR. HASSALLS THANKS.
Mr. Barlow has since received a letter from Mr. Hassall, in which he writes:—
“I didn’t thank you half enough for your exceedingly kind attention to me on Wednesday last. You made it a real success.”I know I didn’t at all adequately thank your Chairman or in fact your whole society—but I told the room that it’s our national trait to hide our feelings and I had such a lump in my throat from Mr. Fred Cooper’s kind remarks
and the absolutely unexpected gift of the wonderful vellum that it was all I could i do to express any thoughts of thanks at all.
“So—will you please at your next meeting convey to your Association the most pleasurable gratitude for such a unique and unexpected recognition for an effort which your made society has made beneficial and to whom all praise is so beneficial and to whom all praise is entirely due.

Your fellow citizen, John Hassall.”
So now we’ve a further problem -

What happened to the “head of a Red Indian replete with feather headdress” sketch by John Hassall? Does it still exist? If so, where is it? In the County Hotel?

If it’s still around, don’t worry - we”ll find it! Watch this space…