Recently a marvelous panorama taken about 1912 came my way. Sunnyside can be seen in the distance. The image reveals a feature from the neighborhood’s past–a giant hillside sign in the style of the one in Hollywood that was also placed as a real estate advertisement. However, Sunnyside’s sign preceded the more famous one by at least ten years–though of course ours didn’t last.

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1912. The Sunnyside sign, on hillside near Mangels and Detroit. Detail from panorama image below. Western Neighborhoods Project wnp15.1592.

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1912. Panorama looking north-northwest from Crocker Amazon. Mt Davidson on left. Mission Street runs thru center of image. Western Neighborhoods Project wnp15.1592

This 1912 panorama was taken with a long lens from a hillside in the Crocker Amazon district, one and a half miles away as the crow flies. Mount Davidson is the highest point, on the left. The Ingleside Jail’s white fences can be seen on the middle left. The Sunnyside sign is below the second-highest peak, at about 2:30 on the clockdial.

The real estate firm of Rogers & Stone is likely to have been responsible for the sign. They dealt in Sunnyside lots for just one year, but advertised relentlessly in the newspapers–and, in their tacky, venial way, always making the initial ‘S’ in Sunnyside into a dollar sign. (Another ad of theirs here.)

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SF Examiner 18 Sept 1909.

Rogers and Stone took the extra special step of assuring potential buyers that “undesirable” people were excluded from buying, becoming the only dealer ever to openly brag about racial discrimination in the process of selling lots in this neighborhood. (See ad image above.)

I’m pleased to say they went down in flames by January 1910, having sold off lots to dozens of people with nothing down, for $5 a month, many of whom defaulted. They were forced to liquidate what they had to Rudolph Mohr’s firm, who built good houses in western Sunnyside through the 1920s (story in a future post).

The sign remained up, even though Rogers and Stone went down–at least until the date of this image, about 1912.

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1912. Detail from panorama above, with streets marked.

The Sunnyside sign was located on the slope just below Mangels Avenue–then totally unpaved like all the other streets in the neighborhood–on the 200 block, between Congo and Detroit. The sign was about 80 feet wide, and the letters about ten feet tall. For orientation, the streets are marked on image above.

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1912. Detail from above panorama, with some houses identified. A few houses shown have been demolished since then.

Some of the houses then in place can be identified (above).

There is one more bit of photographic evidence for this sign. In a late 1900s photo of the decommissioned Sunnyside Powerhouse, it can be seen in the distance, to the right of the base of the witch’s hat tower.

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c.1905 Sunnyside Powerhouse, taken from Circular Avenue. Sunnyside sign just visible in upper right on hillside. OpenSFHistory.org.
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Detail from image above, enhanced, showing a portion of the Sunnyside sign, peaking out from up the hill from the Powerhouse. OpenSFHistory.org

By at least 1922, the sign had been removed, as shown in image below. Its previous location is marked with blue dot center-right on the aerial photo below.

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1922 aerial photo, cropped to show area in Sunnyside. Streets marked. Previous location of Sunnyside sign marked center right with blue dot. OpenSFHistory.org

Here is where the sign would be today. Maybe a few of those steep backyards could be put to good use.

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2017. Google satellite view altered with ‘Sunnyside’ added at approximate location of original sign.

 

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