One of Sarasota Chamber of Commerce's most active members, Roger Flory, fell in love with Sarasota and began publishing the Sarasota Visitor's Guide in 1928.
The Visitor Guide is an annual booklet showcasing Sarasota’s many attractions. The first two issues were devoted mostly to listing the hotels, apartments, and boarding houses that were available for rent. Listings included a picture and a brief paragraph of relevant information. Beginning in 1930, the Visitor Guide's size began to increase yearly. It became more sophisticated, showcasing the restaurants, recreational and cultural venues, and flowery descriptions of Sarasota, which he called “The City With A Personality."
Flory’s booklets were designed to sell Sarasota: “Sarasota does have a personality that sets it apart from every other place in the World. There is something intangible—indefinable that takes hold, and when once exposed makes one want to stay forever.
