BSM, Before Social Media, people got their news from printed paper. They stepped outside, perhaps with morning coffee in hand, to pick up the daily newspaper tossed onto their porch or driveway. Even without platforms like Facebook, Twitter, and Instagram, Cabot Yerxa managed to attract the kind of publicity rarely available to a noncelebrity. When he opened his pueblo to the general public in 1951, Desert Sentinel newspaper ran a piece titled “Cabot’s Pueblo Brings World to DHS.” Below are excerpts from that December 6 article.
Sparkplugged by the wonderful publicity given Cabot’s old Indian Pueblo in the Daily Enterprise and also the Press of Riverside, the preopening was an outstanding success. In only 2 days, 400 who would never otherwise have known what our health city has to offer came, saw, and were impressed both by our Village and its prodigious growth and the unique Indian pueblo, 10 years in the building.
In order that all in the Village may familiarize themselves with this project, a price of 35c for adults, 25c for teenagers, and 5c for children under twelve, is made for conduct over the entire structure, good only on Dec. 11, 12, 13, and 14. A view of the Art Gallery is something no one can afford to miss and alone is worth more than the regular charge of 65c for adults, 30c for teenagers, and 12c for children.
In all California there is no other building like this. Only the extinct race of Aztecs inspiring it could duplicate its originality and rustic charm. Rising out of the sand like a magician’s handwork, a part of Cabot’s soul is built into its rugged walls and timbers, a creation conceivable only by a great artist.
Cabot’s old Indian pueblo will grow in value to the community as time marches on. The historic structure will continue to advertise this region of the desert, bringing in thousands to view its wonders and to remain to benefit not only D.H.S., but also Palm Springs and the entire desert area.
Here are just a few ways Cabot’s old Indian pueblo has forwarded D.H.S.: With advertising from out of town. Mentioned editorially in Riverside Press, almost full page in both Enterprise and Press of Riverside, with wonderful pictures. 29 Palms Desert Trails’ fine story of pueblo. Banning Record story. L.A. Times last week, 3-column story; and a few months ago covered front page of Times with pictures; more newspaper coverage soon. Palm Springs Pictorial, read all year, pictures and story. Feature in KFI, Nelson McIninch’s broadcast; over 5 million people in national broadcast over KFI in Ben Hunter’s “People and the News” at 9:45 p.m. last Monday featuring artist Cabot Yerxa and old Pueblo at D.H.S.
As predicted in the Desert Sentinel article, Cabot’s most unusual creation continued to attract publicity, extending to national publications. After Cabot’s death, Cole Eyraud not only purchased the property to preserve the pioneer’s legacy, but also pursued media outlets and the attention of officials to raise the pueblo’s public and historical recognition. Magazines, particularly those with a focus on travel and tourism, found their hosts charming and the hand-built construction awe-inspiring. In keeping with the times, Cabot’s Pueblo Museum now maintains a social-media presence on Facebook Twitter, and Instagram (links below).