Roycroft After Elbert

By 1915, the Roycroft campus was still thriving, although the popularity of the Arts and Crafts movement was dwindling. Gradually, the artisans on the campus had become less artistic and more production oriented, moving away from the original handicraft mission of the Arts and Crafts Movement. Lack of management and quality control led to a decline in the quality and sales of furniture. But the community still had Hubbard’s writing to fall back on as a source of income. Hubbard hocked his essays to support Roycroft until May when, on a trip to Germany, he and his second wife Alice died after their ship was attacked by a German U-boat.

After his death, Hubbard’s son Bert took over the management of Roycroft. Bert was no stranger to the inner workings of the community. It was his observation about a Spanish/ American war messenger that inspired, A Message to Garcia. In order to continue the income stream that Hubbard’s books afforded, Bert issued the memorial edition of Little Journeys. Published in 1916 it was a bound book and it inspired a popular two tier bookcase called the Little Journeys Stand.

Hubbard’s death came as American tastes were shifting and Mission style furniture and accessories were falling out of favor. Bert tried to master his father’s marketing savvy and proposed selling Roycroft’s furniture through major retailer, Sears & Roebuck, which had a line of Craftsmen Bungalow houses available via mail order. Sears agreed to carry the furniture, but this minor success would prove to be short lived.

When the Great Depression hit in 1929, the official and final downhill slide of the community had begun. Bert managed to help the community limp along until 1938 when he was finally forced to declare bankruptcy. Had Bert possessed the foresight that had catapulted his father to success, he may have been able to keep Roycroft from obscurity. By adjusting to the changing taste of the time, Bert would have been able to keep America under his community’s spell. Instead, Bert proved that there really was only one Elbert Hubbard and in 1939 the entire campus was closed and sold at auction.

Nothing has been written about where the Roycrofters went after the campus was shut down. There are many stories of devotees popping up throughout the decades. In 1976 several aficionados formed the Roycrofters at Large Association (RALA). There are artisans who still produce work through this group today. Each year, RALA holds a meeting at the Chapel during which they review the work of current members and accept new applicants. The campus changed hands many times through the years but, most importantly, has almost completely been restored by the Roycroft Campus Corporation.

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