Ostrich farming was promoted as a sound investment over a century ago. The farms, well documented on postcards, and were tourist attractions.
Ostriches were brought to the United States in the early 1880s from Africa. In the wild, they lived in warm, dry climates. Southern California seemed to have conditions similar to their natural African environment. By the late 1890s, there were eight locations in Los Angeles, Orange, and San Deigo counties.
The popularity of feathers in women’s fashion made raising the birds an attractive investment.
Farm in OaklandÂ
In the fall of 1907, San Francisco newspapers ran an ad campaign for stock investment in an ostrich farm in Oakland.
In July of 1908, W.H.” Harvey” Bentley of the Bentley Ostrich Farm in San Diego County announced the opening of a branch in the Elmhurst District (sometimes Fruitvale) of Oakland at East 14th and High Street.
Bentley Ostrich Farm East 14th (now International Blvd) and High Streets Oakland, California Photographer: Cheney Photo Advertising Company c 1913
It opened on August 30th of 1908. It featured birds named Mr. and Mrs “George Dewey” (Admiral at the battle of Manila Bay) and the other Spanish American War hero from the Cuba campaign, “Fighting Bob” Evans commander of the Great White Fleet.
Forty-six birds compromised the original herd.
Could this be George or Bob?
In 1910 it was announced that the addition of a factory to their local salesroom and yards. Which meant the hats were made in Oakland and not San Diego. For the years 1907 to 1911, ostrich plumage on women’s hats was at its peak and all the rage.
Bentley Ostrich Farm East 14th (now International Blvd) and High Streets Oakland, California Photographer: Cheney Photo Advertising Company c 1911
New Name
In January of 1912, the owner of the Bently Ostrich Farm, was killed in an auto accident near the San Diego farm.
Oakland Tribune Sep 21, 1913
His son sold the farm to a group of Oakland investors.
View of main entrance to the Golden State Ostrich Farm; Souvenir Publishing Co 1915
The name was changed to Golden State Ostrich Farm in 1913.
;
The farm had spacious ground floor offices and salesroom. In the sales there was a magnificent display of plumes in all sizes, prices and colors.
Title: Salesroom and office [picture] : Golden State Ostrich Farm, East 14th and High streets 1910 Collection: Selections from the Collections of the Oakland History Room and the Maps Division of the Oakland Public Library Date of access: May 31 2020 10:32 Permalink: https://calisphere.org/item/ark:/13030/kt0p3022h1/
With the coming of World War I, as American and European women entered the workforce, utilitarian clothing replaced the flamboyant fashions of the early 1900s. Broader hats were pinned up with a broach or artificial flower.
Oakland Tribune 1909
Plucking is Painless”
Oakland Tribune May 01, 1952
The bird is shoved into a corner by several men. A hood is placed over the birds head. The plume is cut leaving about an inch of quill in the flesh. The quill would soon fall out.
Bankruptcy
Golden State Ostrich Farm in Oakland filed for bankruptcy in early 1915.Â
“Whole Ostrich for the Price of a Feather”
 The press announcement said it was now cheaper to buy the entire ostrich than the amount once paid for the feathers to adorn a hat.
The ostrich farms in northern California had all but failed by 1915. The “industry” had a brief heyday, and in the end, defeat by war and a significant fashion change in hats.
The schools were single-story buildings with integrated gardens and pavilion-like classrooms, which increased children’s access to the outdoors, fresh air, and sunlight. They were primarily built in areas away from city centers, sometimes in rural locations, to provide a space free from pollution and overcrowding.Â
The first open-air school in Oakland was established at Fruitvale School No. 2Â (now Hawthorne School) on Tallent Street (now East 17th). When it opened, forty students from grades third through seventh were enrolled. Miss Lulu Beeler was selected as the teacher because she had prior experience working in an open-air school in the East.
 The school was designed to help cure ill and tubercular children. Its focus was on improving physical health through the infusion of fresh air into the classrooms and into the children’s lungs. The school was established as a medical experiment. It was reserved for children judged to be of “weak” disposition.
It was constructed at the rear of the playground, one hundred feet from the existing main building.
“Fruitvale School. The Fresh Air School, 5-18-13.” The negative shows a group of children, boys and girls, posing in front of what looks like an enclosed porch on the back of the building. Two adult women and a man are standing with the children on a set of stairs leading up to this room. OMCA
The square, the wood-framed building, was raised to prevent underfloor dampness.
Fruitvale School. Saluting the flag, 5-18-13.” Negative shows a group of children with their right hands to their foreheads. One girl is standing in front of them, holding an American flag on a pole. OMCA
Each side had a different treatment to reflect the sun. The southern side had tall windows that, when open, didn’t seem enclosed. The east side was opened to the elements with only half of a wall. A screen protected them from insects. In case of storms, awnings could be pulled down to protect the students.
Fruitvale School.” The negative shows schoolchildren hanging out the school’s windows, posing for the photo. A male teacher is standing on the ground outside the windows, looking up at the first-floor windows filled with students. OMCA
The school was to be the first in a series of open-air schools installed on the grounds of Oakland’s existing city schools.
Objections
Fruitvale School. The outdoors brought indoors 5-18-13.” OMCA
There were some objections to opening the school, both from the parents of the selected children and the children themselves. The parents did not want their children singled out; the children worried they would be teased as being “sick.” These fears were realized, and the teachers struggled with how to deal with the repeated taunts
The open-air classroom idea was incorporated into many of the new schools built in the 1920s. I don’t know how long the Fruitvale Open Air School was open. I will update you if I find more information.
The Fremont Tract opened in 1911.  The tract is located at the intersection of MacArthur and High Street with frontage on MacArthur, High, Masterson, Quigley and Porter Streets. The Realty Syndicate handled the sales.
“The tract is near Mills College and commands a beautiful view of the hills.”
Every lot in the Fremont Tract was a full 35-front -foot lot. The prices ranged from $10 to $18 a front foot – the terms from $35 to $85 for the first payment. The balance paid at $5 or $10 per month.
Oakland Tribune Aug 1912
“Natural beauty and delightful surroundings, combined with even temperature, make this a delightful spot to build a home and enjoy living every day in the year. Every lot is high and well-drained.“
The eastern side of Quigley Street is now the High Street freeway exit, and Redding Street is part of the freeway.
Photo by Cheney Photo Advertising c. 1911 ‘The Collection of Ed Clausen’.
Oakland Tribune Aug 1912
Oakland Tribune Aug 1912
This photo was most likely taken from the hill behind the present-day Walgreens on High and Redding Streets.
Photo by Cheney Photo Advertising c. 1911 ‘The Collection of Ed Clausen’.
3315 Vale Street
3333 Vale Street
St. Lawrence O’Toole
Location of Walgreens today
Freeway exit ramp
Macarthur Blvd and High Street
Masterson Street
Laurel School
Kanning Street is now Masterson Street, and Franklin Avenue is now 39th Avenue, and Hopkins Street is now MacArthur Blvd.
Photo by Cheney Photo Advertising c. 1911 ‘The Collection of Ed Clausen’.
3651 39th Avenue
4026 Masterson
Laurel School
3625 Patterson Avenue
3840 MacArthur Blvd
St. Lawrence O’Toole
Oakland Tribune Aug 1912
Photo by Cheney Photo Advertising c. 1911 ‘The Collection of Ed Clausen’.
Oakland Tribune Aug 1912
St. Lawrence O’Toole Catholic Church at the corner of Porter and High Street opened in 1911, in time for Christmas Eve Mass. The church was dedicated on August 25, 1912.
Photo by Cheney Photo Advertising c. 1911 ‘The Collection of Ed Clausen’.
Photo by Cheney Photo Advertising c. 1911 ‘The Collection of Ed Clausen’.
In March of 1956, the Diocese of Oakland broke ground for a new church just three blocks up High Street. They held the first mass on Thanksgiving Day in 1957.
A bit of history of 2062 Mountain Blvd. According to the OHA, the building was constructed in 1946 for Klee’s Smorgasbord and designed byFrederick Dyer-Bennet. An addition was made in 1951, designed by John Carl Warnecke. The building was divided, and the facade changed c.1990.
If I could only find one photo of the Equinox.
Klee’s Smorgasbord
From the collection of Dorothy Londagin
Johnnie Lee Jackson was the chef from 1948-1949. Johnny Radell was the chef in 1949
From the collection of Dorothy Londagin
Flagg’s Restaurant
Forgotten Montclair Group
In 1951, the restaurant was purchased by A. J. Flagg and John S. Flagg, who already owned Pland’s Restaurant. A. J. spent considerable time and money remodeling it before opening it in March 1952. Joe Kiklas was manager, and famed maitre d’hotel, Jerome DeFelice was host.Â
Walsh & O’Brien’s Store, junction 18th, Peralta & Center Sts., Oakland, CA, ca. 1898″ OMCA – Gift of Mrs. Brent Howard H26.1429
Oakland Tribune Dec 21, 1901
Oakland’s oldest flatiron building resides at the juncture of Peralta, Center, and 17th Streets in West Oakland. It was built for William Walsh in 1879; the two-story redwood structure initially housed the Center Junction Exchange Saloon with apartments above.
Oakland Tribune Feb 11, 1884
A native of Ireland, Mr. Walsh purchased the Peralta Street lot in 1877. Peralta Street was one of the main avenues to Berkeley.
Oakland Tribune Dec 21, 1901
By 1877, the saloon had evolved into the Junction Cash Grocery and Liquor Store. In 1894, Mr. Walsh partnered with Austin O’Brien. The firm of Walsh & O’Brien was described as:
“importers selling direct to families, groceries, wines, cigars, home furnishing goods, hay, feed, and grain.”
Mr. Walsh bought out O’Brien’s share of the company in 1901 and changed the name to Walsh & Co.
Oakland Tribune Apr 18, 1901
Plate 100
From Oakland 1902 Vol 1, California Published by Sanborn Map Company in 1902
Most who grew up in the Montclair District of Oakland have fond memories of Mort’s Drive-in on the corner of Moraga and Medau. My memories of Mort’s are from when it was on Thornhill Drive next to the 7-11. The smell of french fries (the best!)wafting through the air into our classrooms would make our mouths water. I can still remember how good they smelled and tasted. Yum!
Before Mort’s opened at the corner of Moraga Avenue and Medau Place, the land was part of the Medau Dairy.
FYIÂ – I don’t know why McKeen’s was sold. I think the owner’s political life took up much of his time. But that is just my opinion.
The Corner of Moraga and Medau – 6420 Moraga
Here is what the corner looked like in 1954.Â
Moraga and Medau in 1954 Public Works Photos, Oakland Cultural Heritage Survey
McKeen’s Charcoal Broiler
McKeen’s in 1958 Montclarion
On a shakedown run, they sold three hundred “Big Mac’s” in four hours.
“Big Mac” & “Little Mac”
Montclarion July 1958
In 1958, Robert “Bob” Mckeen, a local realtor, opened a delightful contemporary-style barbecue restaurant. The ex-Cal basketball star planned on eventually having a chain of them, and Montclair was the first one. It offered both take-home and on-site dining.
Bob McKeen 1958
“Montclair claims Big Bob and his natty new spot.”
Oakland Tribune July 1958
Mort’s Drive-In
Montclarion March 1961
Morton “Mort” and Gertrude Saunders bought McKeen’s in 1961 and reopened it as Mort’s Drive-In.
Montclarion March 1961
Montclarion March 1961
Arson Suspected!
In April of 1966, fire swept through Mort’s Drive-In, causing several thousand dollars in damage.
The building was broken into through a rear window. Police believe the intruders were disappointed that they did not find cash on the premises. Papers and rubbish were piled in the middle of the room and set on fire.
Mort Sauders, the owner, offered a reward of $100 for information.
Montclarion April 13, 1966
Montclarion April 13, 1966
Montclarion April 13, 1966
Going, going gone!
Crown Liquors and Cleaners
In 1967, a new building replaced the Drive-In. Crown has been there ever since.
Oakland Tribune 1967
Oakland Tribune 1968
More Info:
A special thanks to Chris Treadway for the clippings from the Montclarion.
In the first 36 years, the school changed location five times and gone by eight different names.
A Bit of History
In January 1915, McClymonds High School started in a small building formerly occupied by Oakland Technical High School at 12th and Market with sixty students. Originally called the Vocational High School and was the first public school in California to offer vocational training.
J.W. McClymonds directly inspired the organization of the school, superintendent of the Oakland Schools between 1889-1913 (Oakland Tribune Mar 09, 1924), and the name was changed to McClymonds Vocational School.
In 1924 the school was moved to a new building at 26th and Myrtle, and its name was changed to J.W. McClymonds High School.
It became just plain McClymonds High in 1927. The building was condemned in 1933, and classes were moved to Durant School. Â
In 1936 McClymonds High School and Lowell Junior High School were merged to form a new high school on Lowell Site at 14th and Myrtle Streets. McClymonds High thereby became a four-year high school.
 In 1938 the name changed from J.W. McClymonds to Lowell-McClymonds, then in July of the year to McClymonds-Lowell High School.Â
Finally, in September 1938, they moved back to the old site at 26th and Myrtle Streets after the buildings were reconstructed at the cost of $330,000. The alumni won out, and once again it was McClymonds High School as it is today.
Dedication
The new high school occupying the entire block at 26th and Myrtle Streets, erected at the cost of $660,000 was dedicated in March of 1924.
The school was named in honor of J.W McClymonds, who had died two years earlier. The ceremony was held on Mar 09, 1924.
Oakland Tribune 1924
McClymonds High School was completed in 1924 as a part of the school building program of 1919. The new building contained 35 classrooms, 11 shops, administrative offices, storerooms, science, millinery, and art rooms and an auditorium with a seating capacity of 1000. There were shops for forge work, auto repair, machine work, pattern making, woodworking, electrical engineering, and printing. The machinery in the shops costs several thousands of dollars.
Mcclymonds High School – undated Oakland History Room
Millinery Courses
The milliner’s art “so dear to the hearts of the fair sex” was introduced as a course for girls in schools of Oakland. Mcclymonds had a shop with machinery for fabricating and molding the millinery.
 Â
“The girls are virtually flocking to the new course, which teaches the latest in chic, feminine headgear.”
In 1954 a new three-story reinforced concrete structure was dedicated.
The structure designed for 1200 students and contains 42 classrooms, an auditorium, cafeteria, and library. Corlett and Anderson of Oakland were the architects.
The auditorium is in the two-story south wing and classes in the three-story building.
A class of 75 students was the first to graduate from the new McClymonds High in 1954.
New Gym
The Old Gymnasium – 1928
In 1953 the old gym was condemned as an earthquake hazard and wasn’t replaced until 1957.
The new Gymnasium 1956
The new gym was the first Oakland school building to be built with tilt-up wall construction in which concrete wall sections are poured flat on the ground then raised into place.
Folding bleachers will seat 875 spectators. A folding partition will divide the main gymnasium into boys and girls for physical education classes.
The building also included an exercise room, shower and locker rooms, first-aid rooms, instructor’s office, and storage areas. Ira Beals designed it at the cost of $427,000.
McClymonds Field Dedicated – 1960
Oakland Tribune 1963
The new $625,095 track and field facilities was touted as one of the finest in the East Bay when the it was dedication ceremony was held.
The new tennis courts adjacent to the gym were dedicated to the memory of Earl M. Swisher, a former teacher, and tennis coach.
The Field Today – google maps
In 1964 three McCLymonds High School seniors drowned in the icy waters of Strawberry Lake in Tuolumne County.
Oakland Tribune 1964
The victims were:
Gloria Curry – Age 17
Carolyn Simril – Age 17
Melvin Lee Moore – Age 16
The trip was for the about 150 students called “honor citizens” because of outstanding community and school service.
Pinecrest Lake 1964
Most of the students were on the ski slopes, and sled runs at Dodge Ridge. Between 15 and 20 of them were on the frozen lake when the ice gave away.
The students said there were no signs on the lake warning of thin or rotten ice.
A heroic rescue by three boys and two men saved the lives of at least ten students when the ice broke about 150 yards from the shore.
Carolyn Simril died while trying to pull somebody out and fell in herself.
Feb 1965
A large crowd waited in front of Mcclymonds High for the three buses to return. They knew that three students had drowned, but they didn’t know who they were.
Photo by Joanne Leonard circa 1964 Gift of the artist in honor of Therese Thau Heyman 2003.139.35
McClymonds Today
McClymonds High School is a highly valued icon of the West Oakland community as it is the only full-sized OUSD High School in the region. It is located near the intersection of Market Street & San Pablo Avenue in the Clawson neighborhood, which contains a mix of residential and commercial development with a handful of industrial yards
The school is located at 2607 Myrtle Street Oakland, CA 94607
In 1909 a newly appointed commission met at city hall with then Mayor Frank Mott to assume the responsibility of establishing a public playground system.
Oakland was the second city in California to establish a playground system; the first was Los Angeles in 1905.
Superintendent of Playgrounds
George E. Dickie Greater Oakland 1911
In May of 1909, the commission appointed George E. Dickie, the first playground superintendent, and that summer, the city opened two “experimental” playgrounds at Tompkins and Prescott Schools.
Oakland Tribune Oakland (Calif.) Park commission., Oakland (Calif.) Playground commission. (1910). The park system of Oakland, California. [Oakland: Carruth & Carruth.
Before 1909, the Oakland Women’s Club operated summer playgrounds for two years at West Oakland’s Tompkins and Prescott’s schools at their own expense.
Oakland (Calif.) Park commission., Oakland (Calif.) Playground commission. (1910). The park system of Oakland, California. [Oakland: Carruth & Carruth.
With a budget of $10,000, the commission opened three municipal playgrounds in 1910.
Oakland (Calif.) Park commission., Oakland (Calif.) Playground commission. (1910). The park system of Oakland, California. [Oakland: Carruth & Carruth.
The first was opened on January 10, 1910, at de Fremery. The park included a dozen swings, two long slides, a baseball diamond, two regulation tennis courts, and courts for basketball, volleyball, and handball.
Oakland (Calif.) Park commission., Oakland (Calif.) Playground commission. (1910). The park system of Oakland, California. [Oakland: Carruth & Carruth.
Two weeks later, they opened Bushrod Playground at 60th Street and Shafter. The land was deeded to the city in 1904 by Dr. Bushrod Washington James of Philadelphia with the stipulations that it is maintained as a public park forever.
Playground at Bushrod Park 1911Oakland (Calif.) Park commission., Oakland (Calif.) Playground commission. (1910). The park system of Oakland, California. [Oakland: Carruth & Carruth.
The first recreation “center” was built at the site, and the structure remained standing until 1943.
Oakland Tribune 1911
They then provided playground equipment to the West Oakland Park (which later became Bayview, and is now Raimondi Field) and Independence Park ( now San Antonio).
Oakland Tribune 1911
Recreation for Everyone
In 1911 the city charter was revised to include the role of recreation in the community, this resulted in disbanding the commission, and a board of playground directors was created to oversee the parks. The Parks and Recreation Department was formed
This was posted before, but I had to update it because some of the photos were lost when I switched hosting sites.
In the summer of 1931, a group of property owners in the central downtown section formed the Downtown Property Owners Association.
One of their first projects was modernizing some of the “elderly buildings” in the downtown area. They were losing tenants to the new modern buildings being built there.
The association took care of all the details of the program.
“Just try to find a vacancy!”
D. Frost
Oakland Tribune 1933
A committee was formed to study older buildings. Buildings were photographed, and data was gathered, including finances, taxes, leases in effect, rentals, accurate measurements, and complete descriptions of the buildings.
By 1934, there were seven completed projects, with three more started.
The Jonas Building
The Jonas Buildingis located at thecorner of Broadway and 11th Street in downtown Oakland, California.
Abraham Jonas owned the building and ran a clothing store for men.
Jonas building, Oakland, California. 1932 Oakland Public Library, Oakland History Room and Maps Division (Oakland, Calif.)
The Jonas building was the first to be remodeled and modernized.
Jonas building, Broadway and 11th Street in downtown Oakland, California 1934 – Oakland Public Library, Oakland History Room and Maps Division (Oakland, Calif.)
The Abrahamson Building
The Abrahamson Building is located on the corner of 13th and Washington Streets.
It was opened in 1893 as Abrahamson’s Dry Goods and is owned by Jules and Hugo Abrahamson.
Abrahamson Building – circa 1931 Oakland Public Library, Oakland History Room and Maps Division (Oakland, Calif.)
The second project in the modernization program was a five-story structure. J.H. King supervised its transformation, and E.T. Foulkes was the architect.
Oakland Tribune April 12, 1932
The facelift was completed in March of 1934 with the opening of the Union Furniture Company. The firm occupied all five floors of the building.
Oakland Tribune 1934
Modern vertical lines predominate in the remodeled building, replacing the bay windows, cornices, and ornamentation from when it was built. Green tiles was used to cover the brick walls.
Abrahamson Building 1932 – Oakland Public Library, Oakland History Room and Maps Division (Oakland, Calif.)
Over the years, other businesses occupied the building.
Abrahamson building, southeast corner of Washington and 13th Streets in downtown Oakland, California. Darling Shop in view. 1942 -Oakland Public Library, Oakland History Room and Maps Division (Oakland, Calif.)
The M.K. Blake Building
M.K. Blake Building was a four-story store and office structure at the corner of 12th and Washington Streets.
This was the third modernization project.
M. K. Blake building (the Blake Block), southwest corner of Washington and 12th Streets circa 1935 Oakland Public Library, Oakland History Room and Maps Division (Oakland, Calif.)
Oakland Tribune August 1932
The building was stripped of the bay windows, cornices, and other ornamentation removed. A warm ivory shade was used on the exterior walls, with a darker color for the trim.
M. K. Blake Estate Co. building (the Blake Block), southwest corner of 12th and Washington Streets in downtown Oakland, California. Smith’s in view. 1949 Oakland Public Library, Oakland History Room and Maps Division (Oakland, Calif.)
The Delger Building
The Delger Building was the ——building to be remodeled under the program.
The project included the removal of the former exterior and the bay windows.
Delger is building at the corner of 13th Street and Broadway Oakland Public Library, Oakland History Room and Maps Division (Oakland, Calif.)
Delger building, northwest corner of 13th Street and Broadway in downtown Oakland, California.
The Park Building
In 1933 the modernization of the Park Building begin. The building was locatied on fourteenth street between Broadway and Washington Street across from City Hall.
Park building:circa 1930 Downtown Property Owner’s Association.Oakland Public Library, Oakland History Room.
Oakland Tribune July 6, 1933
The Park Building marked the eight building in the program.
The Park Building circa 1933
Glenn Building
Work began in 1937 on the Glenn Building at 1308 Broadway as part of the Downtown Property Association’s modernization program.
Glenn building, 1935 Oakland Public Library, Oakland History Room and Maps Division (Oakland, Calif.)
According to the Oakland Tribune, the Glenn Family had owned the building for 50 years.
The improvements to the two-story cost $5,000 and included all new tiles on the front of the building. Edward T. Foulkes was the architect of the project.
Most people will recognize the building as the home of De Lauer’s Newsstand.
Glenn building, east side of Broadway between 13th and 14th Streets in downtown Oakland, California. Margaret Burnham’s Cottage Candies, Leighton, Kay Jewelry Company in view. 1935
The Zukor Building
The Zukor building was modernized in 1934. The ancient arches were replaced, and the unsightly exterior features were removed. The wall finish was replaced with a soft shade of green hard glaze.
Zukor’s, Inc. building, Washington Street, between 13th and 14th Streets in downtown Oakland, California. 1932 Oakland Public Library, Oakland History Room and Maps Division (Oakland, Calif.)
ScreenshotScreenshotOakland Tribune
Zukor’s, Inc. building, Washington Street, between 13th and 14th Streets in downtown Oakland, California. 1934 Oakland Public Library, Oakland History Room and Maps Division (Oakland, Calif.)
The Schutz Building
The Schutz Building, was on Twelfth Street between Broadway and Washington Street, was the twenty-first modernization project.
The three-story building was owned by the F.W. Schutz Estate Company.
Schutz building, north side of 12th Street between Broadway and Washington Streets. Smith’s Shoes for Men, Brunswick Billiards in view. circa 1936 Oakland Public Library, Oakland History Room.Oakland Public
The builing was the twenty-first project.
The briock exterior was replaced with a hard tile finish in a light tan with black trim.
Schutz building, north side of 12th Street between Broadway and Washington Streets. Smith’s Shoes for Men, Brunswick Billiards in view. circa 1936 Oakland Public Library, Oakland History Room.Oakland Public
More Info:
In total, 31 buildings were rebuilt or given a “facelift.” The program was a success; buildings were filled with stores, and the stores were filled with shopping people.
Plaza Building at 15th and Washington Streets
Farmers & Merchants Savings Bank Building at 13th and Franklin
S.H. Cress Company on 14th and Broadway.
Federal Telegraph Building at 12th and Washington Streets
Fuller-Sparks Building on 14th Street.
Masonic Temple Building on 12th Street for the new Lerner Store
Postcards have been an essential tool in advertising the city of Oakland for a long time. I have collected postcards from Oakland for years. I recently found a small advertisement published in the Oakland Tribune reminding people that “Postcard Day” was coming up, which piqued my interest.
Reminder AD Oakland Tribune 1910
I tried to find the exact postcards, but I didn’t have much luck, except for one or two. I have shared what I think might be them. If I get lucky and find them, I will update this.
Here is what I found.
OAKLAND IN PICTURES
In 1905, W.J. Laymance of the Laymance Real Estate Company suggested a unique way of advertising Oakland in which every citizen, even the humblest, could participate. They could send illuminated postal cards of this city to friends in other sections of the county, thus calling attention to its beauty and resources.
Some of the cards’ subjects were the Oakland Waterfront, Residence District, Lake Merritt, Court House, Club House, Piedmont Springs, Among the Flowers, Piedmont Park, East from Fourteenth and Franklin Streets, North from San Pablo and Fourteenth Streets, University of California, Injured Football Player, and the Greek Theater.
There were about 20 illuminated postal cards illustrating the beauties of the city. They sold the cards at two for five cents and ten for twenty-five cents. The postal cards were sold at drug and stationery stores. They hoped 10,000 people in Oakland would participate.
Oakland’s PostCard Day 1910
Oakland Tribune 1910
February 12, 1910, was designated “Oakland’s Post Card Day.”
The Oakland Chamber of Commerce undertook an extensive publicity campaign. Every man and woman in Oakland and most of the children were expected to send one or more cards advertising the city.
The card was a double booster card with a decorative scheme of dark green and orange on both cards, but the views of Oakland will be different.
Postcard Day 1910
The recipient was to retain the first half of the double card. The second half, which was detachable, was to be sent to the Chamber of Commerce requesting a brochure.
Return Card – circa 1910
Postcard Day – 1910
Picturesque residences on the shore of Lake Merritt, seen through the overhanging branches of beautiful old oak, the orange in the glowing sunset was a striking contrast to the tree’s deep green.
Postcard Day 1910
Oakland Tribune Feb 13, 1910
Postcard Day 1912
1912
Views of Oakland and other cities furnished by Southern Pacific.
Piedmont Park – A Beauty SpotIn Oakland On line of Southern Pacific
back side Piedmont Park – A Beauty Spot On line of Southern Pacific
Postcard Day 1913
Southern Pacific plans to help advertise Oakland with postcards to be mailed by the citizens of Oakland.
