The bizarre reason this North Dakota town still exists: bubble bath

Harold Schafer’s Bubble Bath Fortune Rescues Medora

Medora, North Dakota was a ghost town in the making by the 1950s. Just 130 folks lived there on dirt roads with no running water.

Then came Harold Schafer, a man who made millions from Glass Wax and Mr. Bubble.

In 1962, he bought the run-down Rough Riders Hotel and took it apart board by board to fix it right. Over the next 24 years, he poured his bubble bath fortune into saving the town.

When he sold his company in 1986, Schafer gave everything to a new foundation. Today, this once-dying town hosts over 115,000 visitors yearly as North Dakota’s top tourist spot.

Cattle Disaster Left Medora Nearly Abandoned

The winter of 1886-1887 hit Medora hard with -40°F temperatures. Up to 90% of cattle froze or starved, crushing the town’s economy.

By the 1950s, only 130 people lived there with no running water or sewers. Dirt roads ran past falling-down buildings.

The once-busy town where the Marquis de Mores ran his meatpacking business had turned into a quiet ranching spot with old Victorian buildings and few services.

From Basement Business to Bubble Bath Fortune

Harold Schafer started Gold Seal Company in 1942 from his Bismarck basement. He typed labels by hand and stuck them on used floor wax cans.

His big break came in 1948 when Glass Wax hit stores across America, making $8. 5 million that first year.

Snowy Bleach topped global sales in the 1950s. Then came Mr. Bubble in the 1960s, the pink bubble bath kids everywhere wanted. Each product became #1 worldwide, making Schafer very rich.

Board-by-Board Restoration Began With a Hotel

Schafer bought the empty Rough Riders Hotel and Ferris Store in 1962, starting his Medora rescue. His team took apart the three-story 1884 hotel in 1963, numbering each board for true restoration.

They rebuilt it stronger while keeping its old-time look. Schafer added public bathrooms and a cafeteria based on his traveling salesman experience.

He knew visitors needed good places to eat and sleep while exploring town.

The Marquis’ Mansion Needed Saving Too

Schafer bought several properties from the Marquis de Mores’ family to save more Medora history. The best was the Chateau de Mores, a 26-room mansion built in 1883 overlooking town.

The French nobleman built it during his short try at changing American beef selling. Schafer focused on fixing and restoring these buildings to their original state instead of making modern versions.

His team researched history and used proper materials from that time.

Muddy Streets Got Paved and Plumbing Arrived

Schafer paid to pave Medora’s dirt streets, ending decades of mud that kept visitors away during rain. He brought water and sewer systems to buildings across town, giving locals basic utilities they never had before.

His crews fixed electrical systems and added street lights that made town feel welcome after dark. These basic fixes turned Medora from a struggling town into a place where tourists could comfortably explore the past.

Music Under the Stars Became the Main Attraction

Schafer bought the Burning Hills Amphitheatre in 1965 after its original show closed. He created the Medora Musical, a western variety show about Theodore Roosevelt and North Dakota’s frontier days.

The outdoor theater faced the stunning Badlands landscape. Performers sang, danced, and told stories about the area’s colorful history.

The musical quickly became the must-see show that made tourists stay overnight in Medora.

Pitchfork Steaks and Gift Shops Kept Visitors Longer

Schafer kept adding reasons for tourists to stay in Medora throughout the 1960s and 1970s. He fixed more buildings to create a complete historical area where people could spend hours.

New restaurants, shops, and hotels opened under his watch. The Pitchfork Steak Fondue got famous for cooking steaks on actual pitchforks over open flames.

Each business helped the others, creating a full visitor experience.

Millions Poured In With Little Profit Expected

Schafer ran his Medora businesses through Gold Seal Company but handled them differently from his money-making cleaning products. He spent millions from his Mr.

Bubble fortune on buildings and fixes that rarely made quick money. Workers used historical methods and materials that cost more but kept buildings authentic.

Schafer checked on projects often, making choices based on historical truth rather than saving money. His approach balanced tourism needs with keeping things real.

Bubble Bath Company Sold Without Its Tourist Town

Airwick Industries bought Gold Seal Company in 1986 after years of success with products like Mr. Bubble.

The new owners wanted the money-making cleaning supplies but had no interest in the Medora businesses. Schafer faced tough choices about what to do with the town he spent 24 years rebuilding.

Selling the properties separately might have brought cash but would likely have ended the careful preservation work. Closing down would have hurt the local economy.

A Foundation Guaranteed Medora’s Future

Rather than sell his Medora businesses, Schafer donated everything to create the nonprofit Theodore Roosevelt Medora Foundation in 1986.

He funded it with several million dollars of Gold Seal Company stock to keep it financially stable. The foundation structure guaranteed Medora would keep running beyond Schafer’s lifetime according to his vision.

The leadership team promised to maintain the balance between real history and good tourist experiences that made the town successful.

Bubble Bath Money Built North Dakota’s Top Tourist Spot

The Medora Musical now draws over 115,000 visitors each summer to performances in the Burning Hills Amphitheatre.

The town ranks as North Dakota’s most popular tourist destination, bringing millions in tourism revenue to the state.

The Theodore Roosevelt Medora Foundation maintains more than 20 historic buildings and runs multiple hotels, restaurants, and attractions.

What started as one businessman’s passion project using bubble bath profits turned into a model for how small towns can thrive through heritage tourism when someone cares enough to invest in their future.

Visiting Medora,North Dakota

You can learn about Harold Schafer’s amazing rescue of Medora at the Harold Schafer Heritage Center on Fourth Street, which is free and open 10 a. m. to 7 p. m.

The Rough Riders Hotel on 3rd Avenue has Theodore Roosevelt’s library and historic rooms. Catch the Medora Musical from June 4-September 13, 2025 at Burning Hills Amphitheatre.

Call 1-800-MEDORA-1 for reservations. Remember you’re in Mountain Time Zone.

This article was created with AI assistance and human editing.

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