East of Piedmont

“New Residential Section East of Piedmont

SF Examiner Nov 13, 1920

The Oakland Real Estate Board held a contest to name the new residential district along Moraga Road in the hills behind Piedmont. The syndicate owned the area comprising 2500 acres of residential land and a business section. The prize for the best name was $50.00.

Oakland Tribune 1919

“The one condition was they had to describe what they saw in the district to suggest the name they submitted.

Montclair was the winner.

Montclair Subdivsions

Oakland Tribune Aug 22, 1922

Development of the hill section was first envisioned in the early 1900s when the Realty Syndicate Company purchased the Dingee and Medau properties.

SF EXAMINER JUL 10, 1901

The first unit would open in 1920, extending across Moraga Avenue from the present business district up and over to the Piedmont border. They called this unit Montclair Acres, and the great demand for lots resulted in the opening of Montclair Estates in 1921.

SF Examiner Nov 2, 1920

The wisdom in buying a homesite in Montclair Estates is bulwarked by ever increasing joy of ownership.”

Oakland Tribune Oct 22, 1922
SF Chronicle Sep 24, 1921

Streets for the two units were named after famous WWI generals such as Pershing, Dawes, McAndrew, Liggett, Bullard, and Harbord. 

They both offered half-acre and one-acre lots.

Country Club Acres was also put on the market in 1921. It was located on the other side of Moraga Avenue, extending to Holy Names School and Masonic Avenue was in it.

Oakland Tribune May 28, 1922

Montclair Vista adjoining Country Club Acres opened in 1922 and extended from Harbord Drive to include Maxwelton and Hiltop Crescent. They held a “huge bonfire” (wow!) to announce the opening of Montclair Vista.

Oakland Tribune May 28, 1922

Sierra Vista opened in 1922.

Oakland Tribune 1922

Across the valley, Merriewood was opened in also in 1922. In addition to selling lots, the company also sold lots with small bungalows, the purchaser choosing the style of home to be built. Within two years, they sold 250 of these homes.

Oakland Tribune April 18, 1926

In Merriewood there are streets named for some of the signs of the Zodiac like Aquarius, Aries (no longer used,) Capricorn (my street,) Leo, Taurus, Uranus, and Virgo.

SF Examiner Sept 1924

There is also a group of streets named in honor of Robin Hood. They are Nottingham, Robin Hood, Sherwood, Merriewood (Merry Men?), and Crown (Crown of England?.)

Hampton Highlands opened in 1925 and was located starting where Park Blvd meets Estates Drive.

Oakland Tribune Nov 1, 1925

Montclair Highlands was the large area adjoining the business center, and streets in it were named for explorers; Cortez, Balboa, Magellan, and Drake, among others.

Oakland Tribune June 7, 1925

In this section, the syndicate built an Observation Tower, which burned down a few years later. Montclair Highlands was so successful that Montclair Highlands Extension was opened, including Cabot Drive and Colton Blvd.

Smith Reserve included some 1,600 lots, now known as Piedmont Pines, opened in 1926, and the streets were given English names, such as Ascot, Chelsea, Beaconsfield, Holyrood, and Keswick.

Smith Reserve Beauty Spots
Oakland Tribune May 23, 1926

A lot of work went into preparing Smith Reserve; they had to remove trees, open roads, and put in storm drains.

Scenic Beauty Smith Reserve
Oakland Tribune May 30, 1926

It was in Smith Reserve that they built one of the finest model homes in all of California. Check out Casa Alta Dena here.

Oakland Tribune Oct 9, 1927

In 1927 they opened “Smith Reserve Highlands” after closing out Montclair Highlands.

The Townsite

Oakland Tribune 1919

In 1919 the Realty Syndicate announced the plans for a civic /business center for the area in the hills behind Piedmont.

Site of the new Townsite – Oakland Tribune Nov 7, 1920

When the business district officially opened in 1925, it was known and publicized as “Montclair Townsite.”

Oakland Tribune Nov 7, 1920

Big Promotional Campaign

An extensive newspaper campaign was carried out on both sides of the bay, with advertising bills amounting to thousands of dollars weekly. Banners and flags flew along Moraga Avenue. Two bus lines provided free transportation into the hills.

The syndicate built a large lodge used for sales promotion. A prominent artist on the Examiner staff named Virgil Theodore Nahl painted a large mural painting in the lodge of the hill district looking towards the bay.

The lodge was later converted into an attractive home. I’d love to find out which one on Lodge Court is “The Lodge.”

Following the collapse of the Reality Syndicate in 1929 Raymond Emge who had worked for them took over the management of Montclair Highlands. Emge organized a home building company that promoted homes designed by architects and held architectural competitions. From then until WWII scores of new homes were built throughout the hills.

List of Subdivisions

More Info:

The End

Montclair is…

The Birth of Montclair

The 1920s were economic boom years in the United States and California.

Economic growth was fueled by the general post–World War I recovery and oil discoveries in Los Angeles and, most notably, the automobile’s widespread introduction.

Oakland expanded during the 1920s, flexing enough to meet the influx of factory workers.

Oakland Tribune July 22, 1922

Between 1921 and 1924, 13,000 new homes were built in Oakland, more than 1907-1920.

Many of the large downtown office buildings, apartments, and single-family houses still standing were built during the 1920s, reflecting the architectural styles of the time.

Moraga Road District

Oakland Tribune Nov 2, 1919

After running a contest in Oakland Tribune in 1919, Montclair was the name given to the new area. You can read more about that here: Sunalta or Montclair?

Montclair Opens

Oakland_Tribune_Wed__Jun_30__1920_
1920

They sold $460,000 worth of property in Montclair during the first year.

Her First Birthday

Oakland Tribune October 1921
Oakland Tribune October 1921

Where is Montclair?

Oakland_Tribune_Sun__Jun_7__1925_
The Montclair of the 1920’s – Oakland Tribune

Today, Montclair covers a much larger area. It includes the neighborhoods (or tracts) of Pinehaven, MerriewoodFernwoodGlenwood GladeForest Park, Montclair Highlands, and  Piedmont Pines.

During the first years of the 1920s, much money and effort went into selling property in Oakland, whether through free houses or lot giveaways or providing car service to the sites from downtown (just 15 minutes away). The Realty Syndicate even provided buses ( see The First Bus lines in Oakland ).

I thought I would show you some clever ads from the Oakland Tribune and the San Francisco Chronicle.
In the months leading up to the day Montclair went on sale, they ran small teaser-type ads all through the paper.

Teaser Ads

What is Montclair?

Armistice Day 1920 in Montclair

Oakland_Tribune_Wed__Nov_10__1920_
Oakland Tribune

The End

The Home Place of Romance – Smith Reserve

 Smith Reserve was a subdivision in Montclair and is now called Piedmont Pines.  

Smith Reserve is located at the top of  Park Blvd with borders on Shepherd Canyon and Joaquin Miller Park and up to Skyline Blvd.

Smith Reserve Opens

The Realty Syndicate announced in May of 1926 that they were putting 300 acres in the hills behind Piedmont for sale. TF.M. Smith once owned the land.

Smith reserve is the most beautiful tract of land opened by the Syndicate Company” 

Oakland Tribune
Oakland Tribune May 23, 1926

Much of the beauty of Smith Reserve is due to the varied groupings of oaks, ecualyptus and pine trees which cover the entire tract. The different shades of green, together with the variety of sizes and shapes of these trees afford an almost endless variety of choice to people in search of unusualsettings for distinctive homes.”

Oakland Tribune

Huge Sales!

In July of 1926, two months after the subdivision was open, the Realty Syndicate reported nearly $250,000 in sales. They also said a bus transportation system would be implemented, connecting with both local and San Francisco electric lines. – Oakland Tribune, July 18, 1928.

“Scenic Beauty”

Oakland Tribune 1926
Oakland Tribune May 30, 1926
S.F. Examiner Sep 4, 1926
S.F. Examiner Oct 28, 1928

“The Princely Estate of F.M. “Borax” Smith”


Selected years ago by F.M. “Borax” Smith as a private estate when thousands of acres of the finest residentioal property in the East Bay were owned by him, Smith Reserve was set apart for eleborate development.”

Oakland Tribune
1912Map of Oakland and vicinity published by the Realty Union, compiled from optical and other data by T. J. Allan; T. R. Morcom

Smith built Arbor Villa on the site further down on Park Blvd.

Arbor Villa estate, as seen from across Park Boulevard 

Camp Dimond

In 1919, 25 acres of the Smith Reserve were sold to the Oakland-Piedmont Council of the Boy Scouts of America for a camp. It was called Camp Dimond and was in use from 1919-1948.

In 1948 the Oakland Public School district took over the land and built Joaquin Miller Elementary and Montera Junior High Schools.

Bus Service

In July of 1928, the Realty Syndicate inaugurated a regular bus service into Montclair Highlands and Smith Reserve from the terminal at Moraga Ave and Hampton Road ( now La Salle Ave.) The buses had a regular schedule but alternated their run. It would go to Smith Reserve first on one trip and go to Montclair Highlands first on the next trip.

S.F. Examiner Jul 28, 1928

In Smith Reserve

In September of 1928, they broke ground for two new Spanish-type homes ranging from $10,000 to $15,000 in building costs. Architect Hamilton Murdock completed plans for four additional homes with three more on the drawing board. They embraced various types of architecture. Two of the homes were of the modified Spanish hacienda type with balconies overlooking the Eastbay and the Golden Gate.

S F Examiner Apr 14, 1929

One of the homes started in 1928 was the residence of G.O. Thomas. This h me was Spanish in style and was to cost $20,000.

S.F. Examiner Apr 13, 1929

The Harry S. Stockman is a nine-room English-type home that cost $25,000 to build. The house has a panorama view of the hills, Eastbay, and landscaped grounds and is at 5640 Castle Drive at Mountain Gate.

Oakland Tribune Sep 1928
5640 Castle Drive Piedmont Pines Realtor.com
Oakland Tribune Sep 23, 1928

Panorama Home

This home is located on Ascot Court.

Oakland Tribune Oct 7, 1928

Hacienda Monterey

the brave days of dashing dons and senoritas live again at “Hacienda Monterey” in Smith Reseve.”

Oakland Tribune
Oakland Tribune May 29, 1929

Piedmont Pines

In the early 1930s, Smith Reserve was re-subdivided and renamed Piedmont Pines.

New Light Beacon

Oakland Tribune Jan 27, 1929

More Info:

The End

The Highest Home in Oakland – 1928

“1928 Model View Home

The 1928 Model View Home – Oakland Tribune 1928

The 1928 Model View Home is situated at the Top of the World” in reality the topmost peak in Montclair Highlands, overlooking several counties as well as affording a magnificent sweep of the entire bay and part of the Pacific Ocean beyond.

Montclair Highlands Commands Ones of The World’s Finest Views, and Only 15 Minutes From Downtown

Montclair Realty – 1928

Combining modern features in fixtures with a marine view, the Spanish themed home with certain additions, designed by Hamilton Murdock, an Oakland architect.

Oakland Tribune 1928
Oakland Tribune March 1928

The “1928 Model” View Home “The Home Electric.” All the latest features of proven merit – the things you have wondered about are used in the “1928 Model” home, including Oakland Tribune Mar 25, 1928

  • Complete Electrification
  • Quartz-Lite – window glass
  • Colored plumbing ware
  • Venetian Cabinets
  • Linoleum Floors
  • Balanced Illumination
Oakland Tribune 1928

Screen Test for Children

In November of 1928, they held a movie screen test for children in the “1928 Model View “ home. The screen test was under the direction of the Sherman Clay Company.

Oakland Tribune Nov 11, 1928
The Oakland Tribune November 1928

The “1929 Model View” Home

For a few weeks in 1929 is was renamed.

Oakland Tribune Dec 1928
Oakland Tribune 1936
Asking price $8750.00
1954 – Asking price $17,500
1969

Location

The “1928 Model View” home is located at 1949 Asilomar Drive in Montclair. It was one of the first homes built in the hills directly behind the business district of Montclair. The area was called Montclair Highlands. The 1928 Model View Home was built just up the hill, the lone home to the left of the arrow.

1928 photos showing the of the Observation Tower
The solitary home to the left of the yellow area is the Callahan House
at 1989 Asilomar Drive
Photo from East Bay Hills Project

The house has 4 bedrooms, 2.5 bathrooms and last sold in 1974. I don’t have a present-day picture.

1949 Asilomar Drive – Google Maps
  • 1928 Model View Home
  • Montclair Highlands
  • Spanish Style
  • Hamilton Murdock – architect
  • Elmo Adams – builder
  • Howard Gilkey – a landscaper
  • Paul Pause – owner
  • Montclair Realty
  • 1949 Asilomar Drive

The Callahan House is the bottom in the photo below.

Oakland Tribune 1928
1989 Asilomar Drive – Google Maps

Last sold in 2017 for $1, 682, 619 – 1989 Asilomar Drive

The End

Million Dollar View Home – 1936

Oakland Tribune Aug 1936
  • Million Dollar View –
  • 5614 Balboa Avenue
  • Montclair Highlands
  • Conrad T Kett – designer
  • Paul A. Wolter – builder
  • Harry R. Stockman
  • Emge & Stockman
  • 1936
Oakland Tribune 1936

English Tudor with a panoramic view of the Bay. Every room in the homes takes full advantage of the panorama of Oakland, San Francisco, and the Bay, which includes both bridges and everything from San Pablo Bay to miles down the Peninsula.

With an extra-large living room, dining room, and breakfast room and kitchen. The kitchen is usually large and is a masterpiece of careful planning and scientific, step saving arrangement. Oakland Tribune Aug 09, 1936

Oakland Tribune Aug 1936

Three big bedrooms and two bathrooms and a sundeck on the second floor.

Women will marvel at its extra cupboard space and the way we have provided for thoses hard to store odds and ends

Martha Lee – Oakland Tribune Aug 09, 1936

Oakland Tribune Aug 1938
Oakland Tribune 1941 – $12,000
5614 Balboa Drive – Google Maps
5614 Balboa Drive – Google Maps

The End

Drake Drive – Montclair Highlands

In 1937 Frederick L. Confer designed a “modernistic’ (now art deco) home for Mr. and Mrs. George H. Everest and their two daughters. The Everest family had been living at 1760 Mountain Blvd before moving into their new Montclair Highlands home at 1831 Drake Drive.

The home was developed by Emge and Stockman. It was built by James H. Anderson, who has worked with the architect before.

Oakland Tribune Oct 11, 1936
Oakland Tribune Mar 1937
Oakland Tribune Mar 1937 – 1831 Drake Drive

The house has four bedrooms upstairs with two bathrooms. The lower floor has one bedroom with a bathroom and a private entrance.

The view at sunset

Behold the fantastic views from all upstairs bedrooms, dining room, living room, and patio. The large corner lot also a large yard

The house was completed in June 1937

Oakland Tribune June 1937

The House has been on the market many times since 1937.

Oakland Tribune 1946
Oakland Tribune – 1949

1955 – it listed for $24,500

Oakland Tribune 1955

In 1969 it listed for $46,500

Oakland Tribune 1969

In March of 2019, it is listed for sale at $1,695,000.

More on 1831 Drake Drive

The End

The Ward-Way – Homes by Montgomery Wards

Oakland Tribune Apr 28, 1940

In the 1940’s Montgomery Wards, through its building services department, sold pre-fab homes to be made by local contractors.  They would supply everything necessary to build your home.

“The Ward Way method of building and furnishing is a simplified system of obtaining built to order home,”  states Ralph Jarvis  Ward-Way representative 

Oakland Tribune Oct 27, 1940

 

I found information on ten or so homes built “The Ward-Way.”   I am basing this solely on what I see in the Oakland Tribune.  So, with that in mind, my list might not be perfect due to errors in the paper.  I am not perfect, either.   If possible, I have included a picture of the house as it is today.  All these homes were built in 1940.

Oakland’s Home Built The Ward Way

  • 4225 Lincoln Ave – Lincoln Highlands
  • 4215 Lincoln Ave – Lincoln Highlands
  • 3598 Lincoln Ave – Upper Dimond
  • 3917 Whittle Ave – Upper Dimond
  • 3001 Logan – Meadow Brook Fruitvale
  • 1991 Magellan Dr. – Montclair Highlands
  • 6024 Leona St – Leona Heights
  • 9909 Murillo Ave – Oak Knoll
  • 7879 Michigan Ave – Eastmont Hills
  • 2227 85th Ave – Castlemont
  • 1615 82nd Ave  – Webster

Here are a few:

4225 Lincoln Ave

4225 Lincoln Oakland_Tribune_Sun__Jun_9__1940_

3917 Whittle Ave

1991 Magellan

9909 Murillo Ave

Oakland Tribune Oct 27, 1940

7879 Michigan Ave

2227 85th Ave

1615 82nd Ave

1615 82nd ave
Google Map

6024 Leona St

The End

Montclair Display Homes

Narragansett House

Narragansett House is a New England Colonial-style home in the Montclair Highlands Section on Balboa Drive, built as a model home in 1937.

Oakland Tribune Feb 7, 1937

The home opened in February 1937; by the end of the first week, 3500 toured the house, and by the end of April 1937, over 25,000 had visited the home.

Oakland Tribune Feb 14, 1937
Oakland Tribune Feb 1937
  • Narragansett House
  • Montclair Highlands
  • New England Colonial style
  • Emge and Stockman – Developer
  • Earl R McDonald – Architect
  • HC Capwell’s – Decorator
  • Opened February 1937
  • 5546 Balboa Drive
Narragansett House Today

Tomorrow’s Home Today

Tomorrow’s Home Today was the first Oakland Home constructed under the Precision Built system, and it opened in December 1939.  It is located at the corner lot at  Balboa and Colton Blvd in Montclair Highlands, with a sweeping view of the San Francisco Bay.

The home was sold by Montclair Realty Co.

“The walls and ceilings were built with Homasote, the oldest and strongest insulating and building board on the market.  The walls were prefabricated by the Precision-Built process in the shop of a local mill under standards of exacting accuracy, which ensure tight joints, freedom from sagging, and permanently crack-proof walls and ceilings”.  Oakland Tribune Jan 21, 1940

Oakland Tribune
  • Tomorrow’s Home Today
  • Montclair Highlands
  • Montclair Realty
  • John Wagenet – Architect
  • Mac Jordon – Builder
  • Arthur Cobbledick – Landscaper
  • Opened December 1939
  • 5500 Balboa Drive –

The End

Montclair Observation Tower

The Montclair Observation Tower was a two-story tower built by the Realty Syndicate in 1925 to assist with the selling of homes in the newly opened area of  Montclair Highlands.

Montclair Observation Tower 1925 - Oakland History Room
Montclair Observation Tower – Montclair Highlands 1923 –  Oakland History Room

Every night the Observation Tower was illuminated by the Idora Park searchlight – “the most powerful searchlight in the world.”

“On a clear day, it is said you could see points as far away as the Farallon Islands.” 

Oakland Tribune June 25, 1925
Oakland_Tribune_Sun__Jun_21__1925_
Oakland Tribune  June 25, 1925
Oakland Tribune August 16, 1925
Oakland Tribune Jun 21, 1925

The tower was still standing in July of 1929. I don’t when the tower was removed. I have heard that the was heavily damaged in a late-night fire in 1929 or 1930. But I have no proof.

Location of the tower

The tower (yellow arrow) is seen in this 1929 aerial By Fairchild

Montclair in 1928 Fairchild Aerial with arrow jpg

Near the intersection of Asilomar Drive and Aztec Way.

observation tower

The End

Montclair Highlands – Top of the World

Oakland_Tribune_Sat__May_16__1925_ (1)

Oakland Tribune May 17, 1925

Montclair Highlands was one of the earlier subdivisions in Montclair.  Located in the hills back of Piedmont and just above Montclair’s Business district or the “Townsite” as locals called it in 1925.

“Montclair Business Center, as the name indicates, is the tract opened as a community trading district.”   Oakland Tribune May 17, 1925

“Montclair Highlands is separated by the Business Center from the original Montclair” (more on that later).  Oakland Tribune May 17, 1925

Montclair Highlands fronts out overlooking the bay and beyond.

“It is said that the elevation of Montclair highlands affords a view which surpasses anything from any other point in Oakland.”  Oakland Tribune May 17, 1925

Montclair Highlands is soon called the “Top of the World.”

The beautiful panorama afforded from the “Top of the World” is available to you all today – to be framed permanently by the windows of the home, you will build”   C P Murdock  Vice President of the Realty Syndicate – Oakland Tribune May 31, 1925.

“Skyline Blvd, which runs through Montclair Highlands has for years been the great scenic drive of the Eastbay.”  Oakland Tribune Tribune May 31, 1925

Oakland Tribune May 1925

 

Oakland_Tribune_Sun__May_31__1925_ (2)

Oakland Tribune May 31, 1925

 

Oakland_Tribune_Sun__Jun_7__1925_

Oakland Tribune June 7, 1925

 

Oakland_Tribune_Sun__Jun_14__1925_ (4)

Oakland Tribune June 14, 1925

 

Coming soon:

  • Observation Tower – Top of the World
  • The Model Homes of Montclair Highlands
  • Bus Service to Montclair Highlands