Foerster: Work Hard, Die Young, and Leave a Good Name

The intersection of Foerster and Joost is not just a street corner in Sunnyside, it’s the stormy tale of a family torn apart by the relentless greed of one uncle, Behrend Joost, and the industrious loyalty of his nephew, Constantine Foerster, that finally gave way under the pressure of it. Joost went down in a long spiral of lawsuits, but Foerster survived and prospered, saved by taking the terrible decision to break his bond to his uncle, and stake his future in the company of men of better judgment and ethics.

2020. Street signs at Joost Avenue and Foerster Street. Photo: Amy O'Hair SunnysideHistory.org
2020. Street signs at Joost Avenue and Foerster Street. Photo: Amy O’Hair SunnysideHistory.org

Constantine E.A. Foerster was a successful and industrious corporate attorney in late nineteenth-century San Francisco. At the age of sixteen, he got his start in the city working for his uncle, a scrappy, ill-mannered hardware dealer named Behrend Joost. For many years his fortunes were deeply entwined with this uncouth entrepreneur, including as the attorney for Joost’s project to build San Francisco’s first electric streetcar system. The property speculation project called Sunnyside went along with the streetcar, and Foerster was one of several officers in the company whose names remain on the streets there. Continue reading “Foerster: Work Hard, Die Young, and Leave a Good Name”

7 Ladies and The Great Horned Spoon: More Sunnyside advertising

More example of advertising for the Sunnyside district in San Francisco newspapers in the first years, 1891-1892. Also see this post.

SF Examiner, 27 Aug 1891.
SF Examiner, 27 Aug 1891.

Note the frequent use of white space, clean-looking typefaces, and asymmetrically positioned text blocks, a bit ahead of their time–favorite features of midcentury advertisers decades later.

1891Aug30-b-Examiner-Sunnyside-AD
SF Examiner, 30 Aug 1891.

Continue reading “7 Ladies and The Great Horned Spoon: More Sunnyside advertising”

87 Men and Golden Chances: The Sunnyside advertising campaign

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.)

SF Call, 7 Jun 1891.
SF Call, 7 Jun 1891.

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.  Continue reading “87 Men and Golden Chances: The Sunnyside advertising campaign”