The original idea seems to have been to develop simultaneously an urban core and a loosely settled farming area.
Stock was issued, the first series at $300 per share, the second at $400.
The Association added a good number of additional enticing advantages, gifts and promises: trees would be planted along the streets, a park of almost 100 acres would be laid out, schools would be constructed: "in brief, every dollar that we receive will be spent again in the settlement and for the settlement." Here, he said, was for the Germans in America the chance to build a flourishing agricultural colony, a great commercial and industrial center and to preserve all the national qualities of the German element in a homogeneous Germanic population.
German-Americans, living elsewhere in the United States, might consider a move to the new city.
A place around which we can build German industry and commerce, a practicable harbor and railroad connections to all parts of the country." These two lines became a sort of a themesong or leitmotif in the advertising campaign and were frequently repeated as a motto at the beginning of advertisements in German-American newspapers.