Before the Heritage Day Parade, it was the Bermuda Floral Pageant which lured visitors and locals to various points along the streets of Hamilton each year.

Since the first, held in 1930, the event became an instant success and, according to many, a great part of that success was due to the award-winning entries of A.S. Cooper & Sons Ltd.

"The parade was held every April,'' explained the store's managing director, Peter Cooper. "All the stores and businesses could put in floats and most were mainly comprised of flowers, usually lilies. They were all handmade and they all depicted things which had to do with business or tourism in Bermuda.

And then there would be a competition during which judges would determine which was the best and Cooper's used to win all the time. We had a very artistic display person and Arthur Cooper, who was very much involved in the firm's interior decorating department, was very artistic and would help as well.'' Organised by the Chamber of Commerce with representative judges from the Agriculture Department, the Garden Club of Bermuda and the Trade Development Board, the event was the highlight of the many activities arranged over the Easter season, especially since a visiting college student was crowned as Lily Queen at the time.

"Each year, the popularity of the Pageant becomes greater and it is an event that appeals to all Bermudians as well as to our visitors,'' reads the 1959 souvenir programme of the Bermuda Floral Pageant. "In the morning, thousands throng the assembly point at Bernard Park, and floats, which are lined up to be judged, are the focal point for hundreds of photogra One of Cooper's award-winning floats Community support and artistic talent on display at Cooper's phers -- both amateur and professional.

"Then, as the parade gets underway, it passes through Hamilton with the sidewalks thronged with spectators, until the climax is reached at the reviewing stand on Front Street where every possible vantage point is occupied.'' In 1959, entries were judged in various categories -- bicycle and hand drawn; horse drawn; voluntary organisations; commercial advertising; school and sports groups; motor drawn; parish and miscellaneous.

Special awards were given for the best entry, the most original entry, the best school entry, the most beautiful entry featuring lilies, the best voluntary organisation, the best parish organisation, the most artistic float, the most imaginative and skillful entry and the best entry depicting Bermuda's 350th anniversary.

Judging was based on a 100-point system awarded in various areas -- 20 for design, 20 for originality, 20 for neatness, 15 for colour harmony, 15 for the condition of the material and 10 for the suitable combination of the material.

Floats were not penalised if fresh flowers or foliage were sprayed to achieve a colour effect but points were lost if artificial flowers or foliage were used.

"The first Bermuda Floral Pageant was staged in Hamilton on April 27, 1930...In that year, the floats assembled at B.A.A. field and, after parading through the streets of Hamilton, finally drew up alongside the Bermudiana waterfront. The event culminated in the crowning of the Lily Queen and afterwards the crowds joined in country dancing and community singing.'' In the earlier days, many of the floats were horse drawn and pleas were made that entrants employ only the quietest of animals.

"Pictures which are still available show that in spite of the limitations of those Easter pageant was a regular event of the limitations of those days in the way of transportation, and the fact that the floats had, of necessity, to be small, some very striking and beautiful results were achieved. Living in an island community some distance from the nearest mainland, circumstances forced the Bermudian to use his ingenuity to good advantage, and this most definitely applied to the planning of floats in the parade.'' The success of that first parade in 1930 saw several held in subsequent years although there was no regularity until 1939.

"After an unavoidable interruption caused by the war, the Chamber of Commerce decided that the event should be revived, and in 1950, an energetic committee was formed and the first of the very successful post-war parades was held. By that time, motor vehicles were in use in the Colony and much greater scope was provided the entrants. Even so, few could have expected that the floats would reach such a high standard of beauty and artistic talent.'' Bacardi International's End-To-End team won the A.S. Cooper Centennial Trophy for charitable effort An award-winning horse drawn float entered by A.S. Cooper & Sons Ltd.

Arthur Cooper Miss Cathy Donovan of Quincy, Massachusetts, reigned as Bermuda's Floral Queen in 1959.

Peter Cooper presents winner Buddy Rego with a Galway crystal trophy commissioned for the Bermuda Offshore Cruising Association's `Splashdown' winter series as part of A.S. Cooper & Sons Ltd.'s centennial celebrations COOPERS 100 YEARS BUSINESS BUC