Photo by Bill Boyd
C 1978
If you grew up the Montclair District of Oakland from 1956 to about 1990, you shopped at Freeway Variety.
Freeway Variety opened in March of 1956. It was owned and operated by partners Cy Fritz and David Iventosch. They both had experience running the same type of stores in Berkeley.
In 1957 Iventosch bought out his partner Fritz.
I felt the best way to describe this most beloved and dearly missed variety store is by sharing memories of it, which were detailed in a Facebook group. The group is lovingly called Forgotten Montclair. It is dedicated to preserving and sharing the memories of growing up in the Montclair District of Oakland, California.
Laura C: I bought my Beautiful Crissy doll there, in elementary school, along with my camping cookware for Brownie camp. When I graduated from high school, I bought my powder blue gym clothes there.
Joanne G: Freeway Variety was “candy land” heaven to me! My mom never let me have candy growing up – not ever once being able to trick or treat. So if I was ever able to ride my bike up to Freeway Variety from lower Broadway Terrace (all uphill)! The Now or Later were my first choice after a spin around the store to take in the isles of crazy stuff.
Todd E: Lived in Montclair 1970 – 1992. Freeway Variety was like the ultimate dive bar of five and dimes. It was kind of dark with low ceilings, but it was comfy. It felt a little bit like a place where you could buy a Gremlin from some ancient guy in the back where all the wicker baskets hung from the ceiling. There were nuances to Freeway Variety that can never be replicated anywhere else. There was nothing funnier than riding your BMX down that strange concrete slope and dropping your bike down and entering the store in one fluid motion. It’s the place where I thought Army Men and those little parachute dudes were born. It had all the romantic stuff of childhood, candy, cards, Slurpee, video games, toys, Choose Your Own Adventure Books, a whole section on Movie Novelizations (with pictures in the middle!), strange arcane stuff like rabbit’s feet and real Mexican Jumping Beans. To me, the basic concept of what 1 mile is will always be the walk from my house over by Joaquin Miller School to Freeway Variety.
Christopher W: Ah, there it is, my favorite store growing up in Montclair. While my mom shopped at Lucky’s, I would be down at Freeway Variety looking for everything from match cars, Pez dispensers, loved the chocolate ones, and when I was tiny, I would get a quarter and ride the horse in the front. Good times
Cherie L: We would walk down there from Westwood Way. Buster brown socks. Schools supplies. Candy, you name it. Lived in Montclair from 1959 to 1982.
Stephanie W: Florence was my auntie
Nanette: I loved Freeway Variety! The old creaky wood floor that sloped down. You could get art (my favorite), craft, and school supplies. And of course where we got our Wacky Packs!!!!·
Dennis J: Does anyone remember the ladies of Freeway Variety store? Florence, Winnie, Mildred, and May. I worked there after school and on weekends. Coolest boss ever: Big David Iventosch. My first real job!!!
Helene C: Loved everything about Freeway Variety. The smell of popcorn, candy, turtle pond scum. The only place where you could get candy, washcloths, home goods, toys, candy, an iron, a picture frame, valentines, Christmas cards, canning jars, toy guns, turtles, popcorn, and sweet. And those old ladies behind the counter. A golden childhood staple and memory. I pity everyone else.
Erik H: Florence always gave me extra on my Icee. But you introduced me to the “Suicide “flavored slush.
Dena M: I remember we would all go there to pick out our Halloween costumes and buy wax harmonicas.
Susan S: Look what I found cleaning out my closet
Jan D: The ladies used to follow us around the store, thinking we were going to steal something!
Donna: I still have my Ink bottles and pens.
Lara: I loved getting presents from here. Thanks to my mom, this is dated. I guess that means I am too! 33 years ago . . .
- Obituary David Iventosch – Oakland Tribune – April 2019
I still miss Freeway Variety. I you needed something for a project they were sure to have it there.
Me too!
Thanks for the mention of my dad, Cy Fritz. He and Dave met each other when they had dime stores in Berkeley. My dad and grandfather had a store on Telegraph Ave across the street from the Cinema Guild. Dave’s store was on Euclid in the block just north of Hearst. I was going to Montclair school at the time. I’d ride with my dad and walk to school from the store. Lots of happy memories from the time.
Hi Joel, Im glad you found your way to my blog and that brought back good memories for you. I have fond memories of Freeway Variety as many of us who grew up in Montclair.