From November 23-26, 1909, an automobile road race known as The Great Endurance Run was held in Florida to promote the need for good roads. Sponsored by The Tampa Daily Times under the auspices of The Tampa Automobile Club, the grueling four-day endurance run went from Tampa to Jacksonville and helped foster bond issues and highway construction throughout Florida. The first-place award was The Tampa Times Trophy and five acres of land in Zephyrhills Colony, prize real estate located about one mile west of the site.