The Remarkable Story of the Madison Park & Pleasure Drive Association

Jessica Benitez
7 days ago
9 min read

Updated: 3 days ago

When you stroll through James Madison Park on a summer evening, paddle a canoe through Tenney Park's lagoons, or visit the animals at Henry Vilas Zoo, you're enjoying the fruits of an extraordinary civic movement that transformed Madison from a city with virtually no public green space into one of America's most park-rich communities.

This is the story of how a determined group of citizens, led by two remarkable men, created the foundation of Madison's beloved park system in just 46 years—all through private donations, volunteer effort, and an unwavering belief that beautiful public spaces belonged to everyone.

A City Without Parks

It's hard to imagine today, but in 1892, Madison had almost nothing in terms of public parks or lakefront access. The city limits stretched roughly from Bascom Hill to Mansion Hill to the hilly south side of the isthmus. There was only one small park: Orton Park, named in 1879 after Mayor and Supreme Court Justice Harlow S. Orton. This 3.6-acre parcel had previously served as the old village cemetery before those remains were relocated to Forest Hill Cemetery between 1856 and 1877.

There had been one other recreational space—Schuetzen Park (between what is now Schiller Court and Schurz Avenue)—which offered Sunday band concerts, lager beer, bowling, and rifle ranges. Accessible by steamboat and carriage, it was a popular destination until financial hardship forced its closure in 1890.

For residents of this growing city, there were parks, no public beaches, no access to the beautiful lakes that defined Madison's geography. That was about to change.

Enter Edward Owen and John Olin

On April 27, 1892, Edward T. Owen launched an ambitious vision. He enlisted successful businessman John M. Olin to join him in creating what would become the Madison Park & Pleasure Drive Association (MPPDA). These two men would prove to be the driving force behind one of the most successful civic beautification movements in American history.

Owen didn't just talk—he invested his own money. He purchased 14 acres extending from the northeast corner of the Catholic cemetery west through the William Larkin Farm around Sunset Point for $3,000. This land would become the first "Pleasure Drive"—a scenic roadway designed for leisurely carriage rides through beautiful natural settings.

Working with Olin, Owen obtained easements and contributions to create a causeway across University Avenue (known as Willow Drive). With a gift from Edward Hammersley and contributions from citizens, they established a drive connecting Observatory Drive with what would later become Lake Mendota Drive, and reconstructed the Rustic Bridge.

When the first pleasure drive opened in October 1892, it was an immediate sensation. Seventy carriages made the three-hour drive on opening day, and Madisonians fell in love with the concept of accessible, scenic public roadways.

The Association Takes Shape

Buoyed by this success, the organizers formalized their efforts. On July 10, 1894, the Madison Park & Pleasure Drive Association was officially founded with a clear mission: "to open, extend and improve rustic roadways through picturesque scenery in and about Madison."

Between 1892 and 1902, the MPPDA created three major pleasure drives:

Owen (Parkway) Drive (1892-1896) — Named for its visionary founder, this was the original drive that proved the concept could work.

Lake Mendota Drive (1892-1900) — Following the success of Owen Drive, this route opened up the northern lakeshore to public enjoyment.

Farwell Drive (1897-1902) — Named for Leonard J. Farwell, Wisconsin's youngest governor (elected in 1852 at age 33), this 5.5-mile drive stretched from what is now Burrows Park to the State Hospital for the Insane (today's Mendota Mental Health Institute). More than 400 Madison citizens donated money to make it happen, raising $5,000 for its construction. By 1898, it had been extended to Governor's Island, which would become a park in 1902.

The Power of Private Philanthropy

What made the MPPDA truly revolutionary was its funding model. In 1899, the Wisconsin Legislature passed Chapter 55, which gave the organization legal authority to acquire and hold lands inside or outside the city in trust for public use. The annual membership fee was set at just $5.00, making it accessible to many citizens who wanted to support the cause. But the real magic came from major donors who caught Owen and Olin's vision:

Daniel Tenney's Matching Gift (1899)

In spring 1899, several landowners offered to sell 14 acres near the Lake Mendota outlet to the city for park use. Daniel Tenney stepped forward with an innovative proposal: he would purchase the land (valued at $8,000) for only $1,500 and donate an additional $2,500 for park development—if the MPPDA would match that $2,500 and maintain the park for public use. This was Madison's first matching gift, and it worked brilliantly. The original 14 acres grew to 44.2 acres through additional purchases and gifts. Tenney continued donating generously throughout his life and even left a provision in his will for an annual bequest of $500 for the park's maintenance. Today, Tenney Park remains one of Madison's most beloved lakefront parks.

Senator William F. Vilas (1904-1910)

Senator William F. Vilas proved to be another transformational donor. In 1904, he gave $18,000 to purchase parkland from the Lake Wingra shore to Randall Avenue to Edgewood Avenue—creating Vilas Park. The development was ambitious: through dredging, 25 acres of land and 35 acres of bog were transformed into a park with scenic lagoons and islands. When Vilas died in 1908, his wife Anna continued his legacy, donating $25,000 ($5,000 per year from 1910-1914) to purchase additional parkland. The couple also donated two stone and concrete bridges over the lagoon in 1906, costing $5,000. In 1911, Thomas Richmond donated five white-tailed deer to the park, and Madison's zoo was born—a tradition that continues today at the Henry Vilas Zoo.

Thomas E. Brittingham (1905)

Successful businessman Thomas E. Brittingham offered an $8,000 challenge grant in 1905—if the public could raise $10,000 for park improvements, he would match it with his donation. The community responded enthusiastically, and the combined funds purchased 31 acres of land and shoreline from the railroad property to the Washington Avenue-Park Street intersection. Brittingham Park, with its distinctive lagoons and boat launches, was born. In 1908, Brittingham donated an additional $7,500 to construct a bathhouse and boathouse, making it one of Madison's premier lakefront destinations.

Building Momentum: The Golden Years (1902-1909)

Between 1902 and 1909, the MPPDA was firing on all cylinders. Parks were being acquired at a remarkable pace:

1902 — The association acquired what would become Hudson Park (originally Lake Front Park), home to ancient Indian mounds, and began work on B.B. Clarke Park and the Yahara River Parkways. Tenney Beach was created thanks to a donation of 1,650 feet of shoreline from the Hausmann Brewing Company.
1903 — The association purchased land along what is now Edgewood Drive, preserving eleven of fifteen original Indian mounds. Elisha Burdick donated 1,400 feet of Lake Mendota shoreline, and Judge Burr W. Jones gave land for what became Burr Jones Park. Notably, in September 1903, the MPPDA voted to permit automobiles on the pleasure drives—a sign of changing times.
1904 — Land was acquired along Wingra Creek from Randall Avenue all the way to Lake Monona, donated by the property owners. This eventually became part of Goodman Park (formerly Franklin Field). Halle Steensland donated $8,000 to construct the Steensland Bridge over the Yahara River at East Washington Avenue.
1905 — The association acquired B.B. Clarke Park (originally Monona Park, then Spaight Street Park) for $5,300. Development of Vilas Park began in earnest. The city also started helping fund park development, imposing a half-mill tax that generated about $50,000 per year.
1909 — George Burrows, a successful banker and state senator who served on the MPPDA board, bequeathed half of his Baywood property—more than 11 acres with 155 feet of shoreline—to create Burrows Park. The park's Indian mounds included a bird effigy mound with a 128-foot wingspan and a running fox effigy mound (sadly, the fox mound was destroyed sometime after 1907).

John Olin's Departure and Lasting Legacy

In September 1909, John M. Olin shocked the community by resigning from the MPPDA board. In his 17 years of service, more than $270,000 in private donations had been raised, and more than 290 acres of parkland had been acquired. Hundreds of prominent citizens signed a petition asking him to reconsider, but his decision was final.

However, Olin's impact didn't end with his departure. In 1924, he created the John Olin Trust "for the beautification of the parks and streets in a manner not usually taken by the City." He left the city $41,400, with an additional $25,000 bequest when his wife died. In recognition of his instrumental role, the Common Council renamed Monona Park to Olin Park in his honor.

Professional Management and City Partnership

By 1906, the park system had grown so complex that the MPPDA persuaded the Common Council to establish the position of Park Superintendent to oversee development and operations. In 1908, at John Olin's urging, the city hired John Nolen as landscape architect. Nolen would go on to create an ambitious expansion plan for the city's parks.

The numbers from 1908 tell the story of the MPPDA's success: in just 12 years, the association had acquired 130 acres outside the city and 155 acres within city limits (285 acres total). Since 1901, they had planted an astounding 106,271 trees and shrubs along the pleasure drives and in the parks.

The Age of Expansion (1910-1925)

As Madison grew, so did its park system:

1910 — Merrill Springs Park on Lake Mendota was purchased, adding three more acres to the system.
1911 — The City of Madison issued $40,000 in bonds to purchase 30 acres for Monona Lake Park (now Olin-Turville Park)—the first park purchased entirely with city funds. Previously, city money had only been used to supplement association subscriptions.
1916 — Wilbur W. Warner, president of the Yahara River Improvement Association, bequeathed $96,000 for park purposes. Of this, $75,000 went toward establishing James Madison Park at the former Conklin ice house site.
1920 — Madison formed a Plan Commission that included the president of the MPPDA, formalizing the partnership between the association and city government.
1923 — The city purchased the first portion of what would become Breese Stevens Field, named for Madison's first mayor (1884).

Michael Olbrich: The Third Visionary

If Owen and Olin were the founding fathers of Madison's park system, Michael B. Olbrich was its champion for the next generation. Beginning in 1921, Olbrich negotiated to add additional waterfront to what was then called Lake Front Park. In 1922, he donated this land to the MPPDA.

In 1925, Olbrich founded the Madison Parks Foundation and purchased land on Atwood Avenue for what would become Olbrich Botanical Gardens. In 1927, working with the UW Board of Regents and private funders, he helped secure the first parcels for what is now the UW Arboretum. When Olbrich died unexpectedly in 1929, the city renamed Lake Front Park in his honor. Today, Olbrich Park and Olbrich Botanical Gardens stand as monuments to his vision and generosity.

The Mission Complete

By the 1930s, the transformation was complete. Madison had gone from a city with essentially one small park to a community with a comprehensive system of parks, beaches, pleasure drives, and green spaces. The MPPDA had proved that private citizens, working together with strategic vision and generous philanthropy, could create public goods that would benefit generations to come.

In 1931, the City of Madison established a Parks Division, though property deeds and jurisdiction remained with the MPPDA. In 1932, the mayor appointed a Parks Commission to govern and manage all public parks, parkways, boulevards, and pleasure drives within city limits.

Finally, in 1938, the Madison Park & Pleasure Drive Association declared its mission complete. After 46 years of extraordinary service, it turned over the deeds to all parks to the City of Madison Parks Division.

A Legacy That Endures

Today, as you enjoy Madison's 297+ parks covering thousands of acres, remember Edward Owen purchasing those first 14 acres with his own money in 1892. Remember John Olin's tireless fundraising and advocacy. Remember the generosity of the Vilas family, Daniel Tenney, Thomas Brittingham, George Burrows, Wilbur Warner, and Michael Olbrich.

Remember the 400 citizens who donated $5 memberships, and the hundreds more who gave land, money, and time to create something larger than themselves.

The Madison Park & Pleasure Drive Association proved that a small group of committed citizens really can change their world. Their vision transformed Madison into the beautiful, livable city we know today—a place where public access to nature and beauty is considered a birthright, not a privilege.

The next time you watch the sunset from James Madison Park, or picnic at Tenney Park, or walk through Olbrich Gardens, take a moment to thank those visionary Madisonians who believed that everyone deserved access to beautiful public spaces.

They built it for us. Now it's our turn to preserve it for the generations to come.

Donate

The Madison park system continues to grow and evolve, now encompassing over 297 parks and adding new green spaces each year. But it all started with two men, a carriage ride, and a simple belief: that beauty should belong to everyone.