Time Machine: See Der Rabbits!

CEDAR RAPIDS - The first Cedar Rapids carnival opened Oct. 13, 1897.

It was the brainchild of Napoleon F. Franchere. Plans began a short three weeks before the event and no one had any idea how successful it would be, but after the first day, The Gazette reported, 'The events of yesterday established one thing, and that is that Cedar Rapids can get up an affair which will draw thousands of people on shorter notice than any town in the west.”

An estimated 4,000 people poured into the bleachers at Athletic Park for a Civil War re-enactment, a trick bicycle rider, diving horses, football games and a balloon ascension. There was a midway full of tents that offered various entertainments. Franchere and his partner, Edward R. Shaw, decided that instead of charging for each event, they would ask patrons to pay a single fee of 25 cents.

'Athletic park was never more attractive than it is today. Flags float from the top of many staffs, bunting and decorations are to be seen everywhere, and a gaily dressed and decorated multitude of people surging from one part of the grounds to another makes a picture long to be remembered. The crash of musketry, the roar of an enthusiastic audience, the calling of an army of concessionaires, one was reminded of the greatest of all great exhibitions, the World's Fair,” said The Gazette.

The Franchere brothers operated a popular department store, 'The Fair,” that took up a whole block on First Avenue East. Alphonse Franchere was the primary owner, with Oscar managing the grocery department and Napoleon acting as buyer.

Napoleon moved to Cedar Rapids in 1893 and, along with conducting the Parlor City Orchestra, managed the dress goods, millinery and 'gent's furnishings” departments. In 1896, he opened his own department store, N.F. Franchere's, at the corner of Third Street and Second Avenue. 'The policy of the new store will be progressive, not aggressive,” he said. 'There is plenty of room in Cedar Rapids for all of the many first-class establishments now operating here.”

He also dove right into fundraising for his brother, Al's, favorite project, the Rabbits baseball team. He offered to have the orchestra give a benefit performance just before Christmas to help the team pay off debts. Manager Belden Hill already had signed a number of first-class players by December 1896. With a successful fundraiser, the club would have enough money for the next season.

The first Cedar Rapids Carnival was so successful, a committee formed to organize one for 1898. The rabbit was chosen as a symbol of the second Cedar Rapids Carnival along with the slogan 'See Der Rabbits.” The Gazette ran a 24-page section profuse with pictures of rabbits on Sept. 24.

An order for 20,000 colorful rabbits, dye-cut from pasteboard, and bearing the words 'See der Rabbits Carnival” arrived to attach to coats or hats. They were distributed to attendants at other fairs and to commercial establishments. It turned out to be the beginning of one of the most successful advertising campaigns in Cedar Rapids history.

The carnival of 1899 was under the auspices of the businessmen of the city, but they were slow to get started on planning it. At a meeting in August, Napoleon Franchere, who was recognized as doing outstanding advertising for the previous fair, said he was in favor of a carnival, 'but owing to the lateness of the season, it would be necessary for all hands to take hold and push.”

A group of the city's businessmen formed a committee to spearhead the carnival and it was off and running. On the committee were C.L. Miller, F.M. Tull, Al Franchere, Alex Charles, C.K. Burton, Mr. Carey and S.G. Armstrong.

The committee puzzled over what to use for the year's advertising campaign, but were overwhelmed by people far and near requesting more rabbits.

'The Rabbit idea, which proved so popular in connection with the carnival last year, will appear prominently in advertising this year,” said The Gazette. 'The gentlemen who have been out advertising the coming carnival at the various county fairs in progress this week state that everybody is clamoring for more rabbits. They say that if the carnival association will send them the rabbits they will advertise the carnival in every conceivable way ... ”

The bunny had come to stay, and the carnival became an annual event.

By 1907, advertising for the carnival had become a science. 'Every laundry hamper, bakery basket and ice cream packer leaving the city is addressed to its consignee on shipping tags provided by carnival management,” reported The Gazette. The carnival moved that year to grounds north of Alamo Park.

Letters were adorned with carnival stickers, and carnival whistles were dispensed liberally to children in surrounding towns. Flags and banners adorned every available space. Special train rates and service attracted large numbers from a 100 mile radius of Cedar Rapids.

The 12th carnival in 1908 was promoted by a carnival wagon that traveled throughout the county advertising the attractions and giving out whistles, rabbits and butterflies. The carnival opened with a horse show on Sept. 21. Event planners had added an amphitheater big enough that patrons could see the vaudeville program, the horse show and the evening fireworks without changing seats.

Alphonse Franchere died in August 1910 at age 52. In its tribute to him, The Gazette said, 'Athletic park was created largely under his direction. Mr. Franchere was also one of the promoters of the carnival, which annually brought so many thousands of visitors to Cedar Rapids.”

His store was reorganized as The Franchere Co. in 1911, then sold in 1922. Napoleon closed his store and became an agent for Bankers Life. He later moved to Minneapolis.

The last year that 'See der Rabbits” was employed for a Cedar Rapids exposition was 1911.