STICKERED SILVER DOLLARS GOT PROMOTER IN HOT WATER

Before the era of Internet marketing and electronic billboards, tourist attractions relied on ingenuity and orchestrated promotions to attract business. Silver Springs, in the 1940s-'60s pre-Disney days, was no exception and was in its heyday as a movie set Mecca and famed Florida attraction.

Past owners Carl Ray and W.M. "Shorty" Davidson were constantly seeking publicity to keep the springs in the footlights. Chief publicity generator William Ray, owner Carl Ray's son, was involved in constant promotional projects.

While the majority of Ray's promotions were highly successful, one campaign in the late 1950s almost landed him in federal prison.

"We wanted to show the townsfolk the impact of the springs on our local economy. We bought $20,000 in silver dollars (at face value) and paid our employees and vendors in them. We always had a cash payroll, but for a few weeks, we paid in coin. We put stickers promoting the springs on the reverse of the uncirculated dollars," he said. "I clearly recall a phone call from The Associated Press asking for comment on the Secret Service investigation of Silver Springs."

Dumbfounded, he denied any knowledge or basis for inquiry.

"I was adamant, and then the next call was from a very serious federal agent. I was informed I was facing possible charges and big fines for every coin we defaced by putting on the decals. He said the stickers were gumming up the counting machines in the Federal Reserve regional bank in Atlanta."

To avoid legal sanctions, Ray had eight women stationed in the conference room at the springs, tasked with cleaning the coins.

"We received all the silver dollars going through the four banks of Ocala and tried to recover as many as possible. I am glad we avoided legal problems and as it worked out, we enjoyed better relationships with local businesses," Ray said.

Tom Fulford of Dunnellon was a teen working his first job with the Bartlett Deer Ranch, a popular springs venue, and recalls the silver salary paydays as being in 1958 or '59.

"I was really excited, but a lot of the workers were upset. They wanted to save the dollars, but they needed the money. I am lucky that my dad bought mine from me and held them," he said.

Fulford recently sold his late father's collection to Will Moore, a professional numismatist.

"In my forty years doing this, I've only handled two groups similar to this (size). On several occasions, I've handled a lot of singles," Moore said. "The biggest mistake I've seen is people removing the tourist dollar sticker, thinking they'll put the coin back to original state. The 1921 Morgan Silver Dollars are worth about $30, but with the sticker, I'd say they're worth double that."

To read the complete article, see: Silver dollars nearly landed park co-owner in federal prison (www.ocala.com/article/20110324/ARTICLES/110329839/1402/NEWS?Title=
Silver-Springs-silver-dollars-nearly-land-co-owner-in-federal-prison)

Wayne Homren, Editor

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