Beach to Miami in 1896, a land development scheme was created to plant a townsite between the railroad and the lake. Purchasers of agricultural lots, most of which were located in modern-day Greenacres, would also receive a small lot within the city of Lake Worth. The developer, Bryant & Greenwood, promoted the area to markets across the United States and Canada. They proposed to name the town Lucerne, but the United States Postal Service refused to accept the name because there already was a Lucerne post office, now a neighborhood in Miami Gardens. Therefore, the city founders changed the new town's name to Lake Worth. In April 1911, "A solitary Indian mound surrounded by wild woods marked the spot where flourishing Lake Worth is now growing beyond the most vivid imagination", according to a promotional article published in the Lake Worth Herald. The population of the nascent city stood at 38 in July 1912. During that year, the library, schoolhouse, newspaper, Women's Club, Chamber of Commerce, first church, and first railroad station (operated by the FEC at Lake Avenue) were established. The town's first census in December 1912 indicated that there were "308 residents, 125 houses, 10 wagons, seven automobiles, 36 bicycles and 876 fowls." Additionally, from 1911 to 1912, the Palm Beach Farms Company platted approximately 7,000 residential lots and constructed some of roads, including Lake Avenue, a major thoroughfare. Incorporation to the Great Depression Lake Worth Beach was incorporated as the "town of Lake Worth" on June 14, 1913. The town grew rapidly enough that a new addition was platted in that inaugural year. The area along the Intracoastal Waterway from 5th Avenue South to 15th Avenue South still bears the name Addition 1. An advertisement in the Lake Worth Herald in 1913 noted: "In the new addition, the Lake front has been divided into large lots covered with palm and tropical growth, where we expect to see charming villas and winter homes spring up as by enchantment. It will be the fashionable part of town, where the wealthy of the earth can display their artistic taste and make ideal homes. These lots are selling so fast that but very few are left." Another section of the town was plotted in 1917, the Osborne Colored Addition, a small African American neighborhood along the south end of Lake Worth and west of the FEC. Some of the first African