Twenty-mule Team - Promotion and Fame

Promotion and Fame

Francis Marion Smith, who came to be known as "Borax Smith", founded Pacific Borax. Cora Keagle recounted his history in an article, "Buckboard Days in Borate", published in Desert Magazine in September 1939. Smith was a great promoter and sent drivers out with jerk-line teams to major U.S. cities to promote the company's laundry product with free samples. The exhibition teams were typically mules for the promotion value, but Smith explained that in actual use, wheel horses were a standard practice. Outside contractors hauling for the company typically used mixed teams.

Joe Zentner wrote of the origins of the advertising campaign on the Desert USA website in "Twenty Mule Teams on the move in Death Valley". Bill Parkinson, formerly a night watchman for the company, had to learn quickly how to drive the team when he was given the role of "Borax Bill". He was the first, but not the last, driver known by that name. The 1904 St. Louis World's Fair was the maiden appearance for the team and was such a success that Parkinson went on tour.

The team eventually made its way to New York City, parading down Broadway. After that showing, the mules were sold, and the wagons shipped back to California. The mules also appeared at the Golden Gate Bridge dedication, according to "The Last Ride, the Borax Twenty Mule Team 1883 - 1999".

A short item in the June 1940 edition of Desert Magazine mentioned that two of the original borax wagons were en route to the New York World's Fair. The item followed with the note that muleskinner "Borax Bill" Parkinson had driven an original wagon from Oakland, California, to New York City in 1917, spending two years on the journey. The mule team also made periodic re-enactment appearances on hauls into Death Valley.

In 1958, a twenty-mule team made a symbolic haul out of the new pit at U.S. Borax, commemorating the transition from underground to open-pit mining. Other appearances for twenty-mule teams included President Wilson's inauguration in 1917.

Promotional team appearances ended with an outing in the January 1, 1999, Rose Parade. The team had a shakedown outing in a 1998 Boron, California, parade. The company spent $100,000, refitting the 115-year-old wagons and obtaining harness and mules for the performance. There were no plans for additional public appearances for advertising purposes, as the company no longer had a retail product line.

U.S. Borax put out a paperback publication entitled The Last Ride, the Borax Twenty Mule Team 1883 - 1999 that included many details about the history of the team and the preparation for the Rose Parade outing. There is a photo of Borax Bill driving the team down Broadway in New York City with bells on every animal. Most of the time, only the leaders wore bells. Another picture shows the team in San Francisco in 1917. This picture clearly shows the teamster on a horse. Another historic picture shows a working borax freight team with a mixture of horses and mules.