Prohibition Years

Although Tijuana was already a popular tourist destination, during Prohibition the city saw an influx of U.S. tourists. The nationwide constitutional ban on alcohol from 1920 to 1933 made Tijuana the most convenient wet spot for southern California. The differences between previous advertisements and photographs and the ones created during Prohibition illustrate how this piece of U.S. legislation heavily influenced the image of Tijuana as a place of vice for U.S. tourists.

The wanderer in Tijuana: gambling, liquor, ponies, girls, high life 'n everything
The wanderer in Tijuana: gambling, liquor, ponies, girls, high life 'n everything
1922

The wanderer in Tijuana:

Gambling, liquor, ponies, girls, high life 'n everything

The wanderer in Tijuana: gambling, liquor, ponies, girls, high life 'n everything p. 10
The Big Curio Store - The oldest building in Tijuana. Over thirty years in business, and still going strong.
The wanderer in Tijuana: gambling, liquor, ponies, girls, high life 'n everything p. 11
Buffet of the "CIA. Comercial de La Baja California, S.A." (Lower California Commercial Co., Inc."), formerly "Miguel Gonzalez," Tijuana, Mexico.
The wanderer in Tijuana: gambling, liquor, ponies, girls, high life 'n everything p. 12
Federal building, Tijuana, Lower California, Mexico, which was built with returns from gambling concessions
The wanderer in Tijuana: gambling, liquor, ponies, girls, high life 'n everything p. 13
Uncle Sam's problem is to keep this merchandise in Tijuana
The wanderer in Tijuana: gambling, liquor, ponies, girls, high life 'n everything p. 14
Main street, Tijuana
The wanderer in Tijuana: gambling, liquor, ponies, girls, high life 'n everything p. 15
El Hipodromo de Tijuana
The wanderer in Tijuana: gambling, liquor, ponies, girls, high life 'n everything p. 16
Tijuana bar and cafe-cabaret
The wanderer in Tijuana: gambling, liquor, ponies, girls, high life 'n everything p. 17
Vernon Club bar, Tijuana, Mexico
The wanderer in Tijuana: gambling, liquor, ponies, girls, high life 'n everything p. 18
The Monte Carlo. Eighty thousand dollars for twenty days' gambling privilege wasn't so very high. To the left - the "Sunset Inn"
The wanderer in Tijuana: gambling, liquor, ponies, girls, high life 'n everything p. 20
The fort, also used as the town jail.
The wanderer in Tijuana: gambling, liquor, ponies, girls, high life 'n everything p. 21
Bottle department and warehouse in Tijuana, Mexico, of the "CIA. Comercial de la Baja California, S. A." ... A half million dollar concern with business houses in Mexicali, Tijuana, Ensenada and Tecate, in Lower California, Mexico
The wanderer in Tijuana: gambling, liquor, ponies, girls, high life 'n everything p. 23
The "Last Chance" -- but you go the other direction when you leave Tijuana.
Tijuana street scene showing "Drink Mexicali Beer Garden" banner sign
Tijuana street scene showing "Drink Mexicali Beer Garden" banner sign
1922

Agua Caliente : Where the rainbow ends

Agua Caliente : Where the rainbow ends
Agua Caliente : Where the rainbow ends
Grounds map
Agua Caliente : Where the rainbow ends
Pamphlet interior
Bottoms up! Y como! : to drink -how -what -when -where (El catecismo de la libación) : a guide for everyone compliments of Agua Caliente in old Mexico, where drinking never ceased

Bottoms up! Y como! : to drink -how -what -when -where (El catecismo de la libación) : a guide for everyone

compliments of Agua Caliente in old Mexico, where drinking never ceased

Tourists in Mexican costume near U.S.-Mexico border station
Tourists in Mexican costume near U.S.-Mexico border station
April 11, 1920
Visitors to U.S.-Mexico border
Visitors to U.S.-Mexico border
circa 1920
Border station, Tijuana, Mexico
Border station, Tijuana, Mexico

Border station, Tijuana, Mexico

Inscription:

Mar. 29 1920.

Dear Mother,

This town does not beleive in soft drink and am enjoying the real drink.

Herbert

Early Tourism

Post Prohibition