Investment money that funded the Sunnyside Land Company in 1890 was largely sourced from the hefty profits of some of San Francisco’s biggest late nineteenth-century breweries: Philadelphia Brewery, Albany Brewery, and United States Brewery—all overseen by the Brewer’s Protective Association. Men who were heirs to these fortunes, or wrapped up in the racket of propping up prices and selling off franchises to foreign capitalists, were among the most prominent initial investors in the Sunnyside project.
Behrend Joost, President of Sunnyside Land Company, was a notorious and irascible teetotaler, but he had no problem accepting beer-drenched money from his investors, who altogether put in one million dollars to fund the property speculation project. In return, many got their names or the places in Germany they came from on the newly laid-out streets.
Five of the original Sunnyside streets—Mangels Avenue, Spreckels Avenue, Wieland Avenue, Baden Street, and Hamburg Street—I trace directly to these men.
In addition, Edna Street is likely to have been named for the beloved daughter of one of these brewery men. Read more
After Sunnyside was laid out and lots went on sale in San Francisco in 1891, there were a lot of unusual newspaper advertisements pushing property sales in the new district during that first year. (Read the second post in this series here.)
The initial splash took place on Sunday 26 April 1891, with half-page ads in at least three San Francisco newspapers: the Chronicle, the Call, and the Examiner. Read more
One hundred and ten years ago, the real estate firm of Rogers and Stone, who had recently invested heavily in Sunnyside lots, took out a huge four-page stand-alone color supplement in the San Francisco Call. It featured an artist’s fantastical renditions of life in the neighborhood. Unsurprising for the world of property sales, the copious text is full of imaginary claims about the future of the City and the prospects of the then-largely undeveloped district.
SF Call, 3 June 1909. Page 1 of four-page Sunnyside color supplement. Newspapers.com.
SF Call, 3 June 1909. Page 2 of four-page Sunnyside color supplement. Newspapers.com.
SF Call, 3 June 1909. Page 3 of four-page Sunnyside color supplement. Newspapers.com.
SF Call, 3 June 1909. Page 4 of four-page Sunnyside color supplement. Newspapers.com.
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.