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A fantastic piece of mid-century Imperial Valley and Southern California history. The program contains the three-day festival schedule, photographs, articles on the Niland/Imperial Valley community, agriculture, fishing and local life, the 1956 festival queen Drina Sadorra, tomato-growing and packing information, and numerous period advertisements from businesses throughout Niland, Brawley, El Centro, Calipatria, Indio and surrounding communities.
The advertising is particularly interesting, with period automotive and commercial ads including 1957 Chevrolet, Pontiac, Jeep/Rambler, Pepsi-Cola, 7-Up, Dr Pepper, Penney\'s, Ortho, local restaurants, hotels, agricultural companies, dealerships and other businesses. One especially attractive ad promotes the new 1957 Jeep from Cecil Head in Indio.
An uncommon piece of regional California ephemera with crossover appeal to collectors of Imperial Valley history, agricultural memorabilia, tomato/festival memorabilia, vintage advertising and 1950s Americana.
Condition: Good vintage condition overall with noticeable age and use. The front cover shows scattered staining/foxing, discoloration, surface wear, and handling marks. The back cover has substantial handwritten blue-ink notations along with staining and general wear. Interior pages remain intact and quite presentable for their age, with expected toning/fading, scattered marks, and minor handling wear. Please review photos closely for the exact condition.
Measurements:
Approximately 10 7/8 H × 8 3/8 W inches when closed.
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