Posted in Advertisment, Oakland

“Boost” Oakland With Postcards

Updated with Postcards from 1910 – Aug 2020

Postcards been an important tool in advertising the city of Oakland for a long time. I have collected postcards of Oakland for years. I recently came across a small ad published in the Oakland Tribune reminding people that “Postcard Day” was coming up. This piqued my interest.

Reminder AD Oakland Tribune 1910

I tried to find the exact postcards but I didn’t have a whole lot 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

First off I found this about postcard advertising.

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 take part. They could send illuminated postal cards of this city to friends in other sections of the county, and thus calling attention to the beauty and resources of Oakland.

The subjects of some of the cards were as follows: “Oakland Water Front.” “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 “Greek Theater.”

There were about 20 illuminated postal cards illustrating beauties of the city. They sold the cards at the rate of two for five cents, ten for twenty-five cents. The postal cards were sold at drug and stationery stores. They hoped 10,000 people of Oakland would participate.

Oakland’s PostCard Day 1910

Oakland Tribune 1910

February 12, 1910, was designated “Oakland’s Post Card Day.”

The chamber of commerce undertook the extensive campaign of publicity. 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 the decorative scheme of dark green and orange on both cards, but the views of Oakland will be different.

Postcard Day 1910

The first half of the double card was to be retained by the recipient. The second half was detachable and was to be sent to the Chamber of Commerce requesting a brochure.

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 deep green of the tree.

Postcard Day 1910
Postcard Day 1910
Postcard Day 1910
Oakland Tribune Feb 13, 1910

Postcard Day 1912

1912

Views of Oakland and other cities to be furnished by Southern Pacific.

Piedmont Park – A Beauty Spot
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.

My City – Oakland

More Info:

Boost Oakland – https://archive.org/details/2349A_Gould_can_5122_4

The End

Posted in Allendale, Buildings, East Oakland, Laurel, Schools, Then and Now

Then & Now – Oakland Schools Part 8

 In this series of posts, I hope to show Then and Now images Oakland Schools.  Along with a bit of history of each school, I highlight. Some of the photos are in the form of drawings or postcards, or from the pages of history books. 

Note: Piecing together the history of some of the older schools is sometimes tricky. I do this all at home and online — a work in progress for some. I have been updating my posts when I find something new. Let me know of any mistakes or additions.

UPDATED September 21, 2020

Fruit vale Public School” Fruitvale No. 1

The Fruit vale (as it was sometimes spelled) School district was formed in 1889 to build a new schoolhouse.

Fruit Vale Public School
Fruitvale School, the early 1880s situated on ‘the field
Standing in front of the school are the female teachers and the children 
OMCA Collection

San Francisco Examiner Jun 04, 1989
Oakland Tribune Jan 07, 1889
Oakland Tribune July 26, 1889

From what I can tell is the school was in the same general location of where Fruitvale Elementary school is today, at the corner of Boston Street and School Street.

New Life as Church

In 1896 after the Fruitvale No. 1 was built, the old school was moved and remodeled for use as a church. It was re-dedicated as the Higgins Methodist Episcopal Church in Mar of 1896.

SF Call Mar 09, 1896

SF Examiner Mar 1896

Fruitvale No. 1 – Fruitvale School Elementary

SF Call – Aug 27, 1895

In 1894 the  Fruitvale School district, the trustees were forced to meet the demand and take steps to build a larger school. The new school replaced the old Fruitvale School building from the 1880s.

The present quarters a ramshackle shanty, will be moved and a new building will be erected in its place.

SF Examiner Mar 29, 1895

SF Examiner Mar 29, 1895

The pastures of the Empire Dairy surrounded the school from 1880-1901

Oakland Tribune 1970

Back in 1885, the site at Boston and School Streets overlooked the city of Oakland and the Bay of San Francisco.

Fruitvale School circa 1901

The style of the new building was the Italian Renaissance. The architects were Cunningham Bros. of Oakland.

The plans called for a $13,000 2-story building with a concrete basement. Each floor was to have four large classrooms and lunchrooms for the teachers. The principal’s office was on the first floor, and space was reserved for a library. In the basement, there were separate playrooms for the boys and girls, janitor rooms, and a heating apparatus.

In 1913 Fruitvale School No. 1 was changed to just Fruitvale School.

New School Built

Oakland Tribune Nov 1949

The new Fruitvale School was dedicated on December 1, 1950. The new school has 14 classrooms, a library, a cafeteria, a kindergarten, and an auditorium. The school was designed by Ponsford and Price Architects and cost $497,700. The school has room for 569 students.

The dedication was attended by William Taylor, a long-time resident of the Fruitvale District, he was a student at the “old Fruitvale School “in the 1880s. Oakland Tribune June 1962

  • Fruitvale School website – OUSD

More on Fruitvale Elementary

Fruitvale School No. 2 Hawthorne School

Oakland Tribune July 1903
Hawthorne School
Fruitvale Avenue and Tallant Street circa 1919 Cheney Photo Advertising

In 1905 an addition to the school added 9 more rooms.

In 1913 Fruitvale School No. 2 name was changed to Hawthorne School. The school was on Fruitvale at East 17th (Tallant Street)

In 1923 a concrete culvert was built, and Sausal Creek was filled in.

School Destroyed by Fire in 1923

New School Built

The district purchased the property fronting on East 17th Street, adjoining the playground. The new school was built away from the noise and traffic of Fruitvale Ave.

Oakland Tribune Sept 1924

In September of 1924, they laid the cornerstone of the new school building. The school was designed by John J Donovan.

The new school is located at 28th Avenue at East 17th Street across the street from where the old Fruitvale School No 2 was located. The old school building was destroyed by fire the year before.

Oakland Tribune Sept 1924

The following items were put into the sealed cornerstone:

  • Minutes of Board of Education May 1924
  • Minutes of Board of Education June 1924
  • Outline of the school plans
  • Program from Cornerstone ceremony
  • History of the PTA
  • Names of all the pupils enrolled
  • Group photos of all the classes.
  • School Directory

The new school opened in January of 1925.

Oakland Tribune Jan 1925

The school is located at 1700 28th Ave, Oakland, CA 94601

Hawthorne Now

Today Hawthorne is the home of the Achieve Academy.

Achieve Academy (TK-5) serves students in the Fruitvale neighborhood and is one of the highest performing elementary campuses in Oakland.

Google Maps –

Google Maps –

Google Map – today

Fruitvale No. 3 – Allendale School

Fruitvale School No. 3 was built in the Allendale neighborhood in 1904.

Before 1904 children living along High Street had to make the long walk to Fruitvale School No. 1 on School Street in Boston. Allendale was chosen because of its central location to the children from Laurel Grove District (Laurel District) to High Street and down to Foothill Blvd, then known as Old County Road.

The 1904 school building cost $107,437 to build. The first years’ enrollment was 809. A four-room addition in 1910 and another four-rooms costing $49,458 were added in 1928.

Oakland Tribune July 1910

Miss Alice V. Baxley was the first principal of Allendale School from 1904-1913.

Fruitvale No 3 –
Renamed Allendale 1913

In 1913 Fruitvale No. 5 was renamed Allendale School.

Oakland Tribune Mar 19113

Oakland Tribune Mar 1914

Dangerous and a Hazard –

The school was deemed unsafe and closed in 1953. At the time, it was one of the oldest school buildings, there were 2 others from the pre-1906 era still standing. The old school building withstood the 1906 earthquake.

San Francisco Examiner Dec 1953
SF Examiner Dec 20, 1953

17 portables were placed on the site to house the students until the fall of 1959.

Old Allendale School Just Prior To Being Demolished – circa 1957 From the Family of Doss Welsh

Oakland Tribune 1957

The day of reckoning has come for the old Allendale School building which has been razed”

Oakland Tribune Jul 14, 1957

Oakland Tribune 1957

Oakland Tribune 1957

New School Built –

Plans for a new school were drawn up by architects George E. Ellinger and Roland Gibbs to cost $363,250.

Oakland Tribune June 18, 1958

Bids for a new school with 13 classrooms, library, multipurpose room, one kindergarten, and administration offices opened in 1958.

The school was completed in the fall of 1959.

Moving Day June 1959

Oakland Tribune Nov 8, 1959

Allendale Today

  • Allendale School Website – OUSD

Fruitvale – Allendale Junior High

A new Fruitvale School to be built in the Rhoda Tract at Hopkins Blvd ( MacArthur Blvd). The school to cost $100,000.”

Oakland Tribune 1909

Oakland Tribune 1909

The new school was called the Allendale – Fruitvale Junior High and was constructed at the Hopkins (MacArthur Blvd) and Coolidge Avenue.

Oakland Tribune 1928
Oakland Tribune Nov 09, 1928

The name of the Allendale – Fruitvale Junior High was changed to Bret Harte Junior High at a school board meeting in 1929; the other name under consideration was Dimond Junior High.

The school was named after  Bret Harte, who was an American author and poet and best known for his somewhat romanticized accounts of pioneer life in California. He lived in Oakland from about 1854 to 1857 at the home of his stepfather, Colonel Andrew F. Williams, who was later Oakland’s fourth mayor.

The school was the last to the new school to be built out of the 1924 Bond issue. It was constructed at the cost of $120,000.

The building contained 22 classrooms and had 699 pupils enrolled on opening day in 1930. The school took graduates from Fruitvale, Allendale, Sequoia, and Laurel Schools.

The school opened in 1930.

The school’s auditorium gymnasium building was constructed in 1950.

In 1957 the school district opened bids for a new building at Bret Harte.

The new building was built on the campus in 1959, another major expansion took place in 1979.

The 1930 time capsule in a copper box found during the 1979 construction was never opened and was since lost.

The school is located at 3700 Coolidge Avenue Oakland, CA 94602

Bret Harte Middle SchoolToday

Google Maps
  • Bret Harte Middle School – website

More Info:

The End

Posted in Buildings, East Oakland, Schools, Then and Now, West Oakland

Then & Now – Oakland Schools Part 5

In this series of posts, I hope to show Then and Now images Oakland Schools.  Along with a bit of history of each school, I highlight. Some of the photos are in the form of drawings or postcards, or from the pages of history books.

Note: Piecing together the history of some of the older schools is sometimes tricky. I do this all at home and online — a work in progress for some. I have been updating my posts when I find something new. Let me know of any mistakes or additions.

Brookfield Village School

Brookfield Village school opened for the new school year in September of 1944, the latest of Oakland’s 77 schools.

Brookfield Village Elementary School opened without the benefit of bells.

Oakland Tribune Sept 17, 1944

Oakland Tribune Sept 17, 1944

Brookfield was Oakland’s newest public school, which opened under wartime handicaps. Money and supplies were tight. Classes were being held in 19 portables that arrived in the 3 weeks before school started.

There were 767 boys and girls were enrolled just 33 less than anticipated in that first year.

New School

In February of 1950, they held a groundbreaking ceremony for Unit 1 of the new Brookfield Village School.

Oakland Tribune

The school unit was designed by Confer and Willis. The new building had 11 classrooms, a library, and an auditorium. It was a one-story building of wood frame construction.

Oakland Tribune Apr 24, 1951

New Addition

Oakland Tribune Oct 1957

In November of 1957, they broke ground for new addition costing $286,680. The new building will include a cafeteria, 10 classrooms, a kindergarten plus 2 special class classrooms.

Brookfield Today

Brookfield Lions: Learning and Thriving with Pride.
Brookfield Today

The school is located at 401 Jones Ave. Oakland, CA 94603

Clawson Grammar School

Clawson School dates back to the 1880s, as seen in the image below.

Clawson in 1895

Clawson Elementary School was built in 1915. This Neo-Classical design had two stories and utilized extensive terracotta ornamentation. The ornamentation around its front doors. The building was designed by

School Architecture: Principles and Practices
By John Joseph Donovan 1921

The Clawson Elementary School was listed as standing near the intersection of 32nd Street and Magnolia Street in Polk-Husted’s Oakland, California, City Directory, 1918

School Architecture: Principles and Practices
By John Joseph Donovan 1921

School Architecture: Principles and Practices
By John Joseph Donovan 1921

School Architecture: Principles and Practices
By John Joseph Donovan 1921

Kindergarten

Entrance to the Kindergarten CLassroom
Clawson School pergola, Oakland, California (1916) 1

School Architecture: Principles and Practices
By John Joseph Donovan 1921

Principal’s Office

School Architecture: Principles and Practices
By John Joseph Donovan 1921

School Architecture: Principles and Practices
By John Joseph Donovan 1921

School Architecture: Principles and Practices
By John Joseph Donovan 1921

Auditorium

School Architecture: Principles and Practices
By John Joseph Donovan 1921

Bathrooms Boys and Girls

clawson-boys-bathroom

School Architecture: Principles and Practices
By John Joseph Donovan 1921

School Architecture: Principles and Practices
By John Joseph Donovan 1921

Clawson Closed

The building functioned as a school until it was closed sometime between 1971-1973. OUSD closed 3 schools in 1973 rather than spend the money needed to retrofit them, including Clawson School. Clawson couldn’t meet the new stricter seismic standards that went into effect in 1973.

New Life

Clawson Lofts – Realtor.com

After extensive remodeling and structural upgrading, the building reopened as The West Clawson Lofts in 1999.

Location 3240 Peralta Street Oakland CA

  • Clawson School – Oakland Local Wiki
  • Clawson School – American Architect
  • School Architecture – 1921
  • West Clawson Lofts – webpage
  • Clawson School – PCAD

Emerson Elementary School

Emerson School 1912
John Galen Howard collection of progress photographs, ca. 1905-1910
The Bancroft Library UC Berkeley

Emerson Elementary School was built in 1913. It was designed by John J Donovan and John Galen Howard. The total cost of the school was $163,879. It was located at 49th and Shafter Avenue.

Oakland Tribune 1912
Oakland Tribune 1912
School Architecture: Principles and Practices
By John Joseph Donovan 1921

School Architecture: Principles and Practices
By John Joseph Donovan 1921
School Architecture: Principles and Practices
By John Joseph Donovan 1921

Emerson Now

The address is 4803 Lawton Avenue. In 1978, it was torn down because it was considered seismically unsafe.

Today – OUSD Photo
Emerson Today

The End

Posted in Buildings, Schools, Then and Now, West Oakland

Then & Now – Oakland Schools Part 4

In this series of posts, I hope to show Then and Now images Oakland Schools.  Along with a bit of history of each school, I highlight. Some of the photos are in the form of drawings or postcards, or from the pages of history books.

Note: Piecing together the history of some of the older schools is sometimes tricky. I do this all at home and online — a work in progress for some. I have been updating my posts when I find something new. Let me know of any mistakes or additions.

Durant School

Bids were in to build a new school at the corner of West Street. The bid of $5000 made by J.J. Chapplain was the winner. The new school was called the Durant School in honor of the Rev. Henry J. Durant, who the 16th Mayor of Oakland (1873–January 22, 1875) and one of the founders of the University of California.

Durant School opened in August of 1875. It was reported by the Board of Education that all grades were formed and that they had over 400 pupils with 8 teachers.

In 1878 a 6-room addition was added.

Durant Elementary School

Plans for a new Durant School to be built were accepted in 1912. The old school was sold. The new building built at the corner of 29th and West Street and was to exceed $160,000.

School Architecture: Principles and Practices
By John Joseph Donovan 1921

The building above was designed by architects John J. Donovan and Louis Christian Mullgardt and was completed in August of 1914-15 at the cost of $179,868

In 1971 (probably before), it was determined that the school was structurally unsafe in the event of an earthquake. Bids were requested for the construction of a new school. Don’t know what happened with that. I couldn’t locate any pictures of a newer Durant School.

Location 2820 West St Oakland CA

Lafayette Grammar School

Picturesque Oakland 1889
Britton & Rey.
http://www.oac.cdlib.org/ark:/13030/kt309nd1h6/?order=20
Views of Oakland California’. Oakland: Pacific Press Publishing Company, 1893

Lafayette School was located at 17th and West Street and was built in the late 1860s.

The Lafayette Grammar School was one of the first schools built in Oakland. Lafayette even housed Oakland High School in 1869.

Oakland Tribune 1905

Lafayette Grammar School was named in honor of Marquis de Lafayette, a French military leader and statesman who fought on the side of the colonists during a part in the American Revolution.

Lafayette Grammar School later changed its name to Lafayette Elementary School.

A brand new school was dedicated in October of 1949. Constructed at the cost of $594,825, the new school has 22 classrooms, a kindergarten, and an auditorium.

The school today

Lakeview Elementary School

The School was established in 1909 as an annex of Grant School, which was over-crowded. The Board of Education built a temporary structure of two rooms at the corner of Van Buren and Perry Streets. They called the school the Grant Annex.

Oakland Tribune Sept 1913

With the rapid growth of the surrounding area, it soon became necessary to build a permanent school.

Oakland Tribune 1913

In 1913 a large red brick building was built in a modern style of architecture opposite of the Grant Annex at the corner of Grand Avenue and Perry Street. The new school was called Lakeview.

Construction of Lakeview School – circa 1913-14
Lakeside School

John J. Donovan was the architect of Lakeview Elementary. The estimated cost of building the school was $75,000.

Lakeview was situated on a high terrace with ivy-covered banks. Two flights of broad steps lead from the main building to Grand Avenue.

Lakeview School is situated at the head of Lake Merritt and surround by the beautiful Piedmont Hills. In one of the most attractive districts of Oakland.

Oakland Tribune Oct 1917

Across the street from the main building were two attractive smaller buildings that could not be seen from Grand Avenue.

There were manual art portables and a playground complete with equipment.

It appears that Julia Morgan designed an addition to Lakeview in 1915

Oakland Tribune Feb 1915

By 1917 Lakeview had an enrollment of 768.

Lakeview School circa the 1930s

Fire at the Lakeview School Annex – May 1937

Oakland Tribune May 03, 1937

MacArthur Freeway

In 1926 a group of Lakeview district residents appeared before the Board of Education to advocate steps to protect the area behind the school from future development. See below

They should see it now!

Go here to read the rest of the article
Oakland Tribune June 29, 1926

Lakeview School will soon be an island, completely surrounded by traffic”.

Oakland Tribune Jan 03, 1962

Oakland Tribune Jan 03, 1962

The school is located at 746 Grand Avenue, Oakland, CA, 94619

Lakeside Elementary – today
Lakeview
Elementary – today

It is now a charter school

American Indian Public High School –AIMS COLLEGE PREP HIGH SCHOOL
746 GRAND AVE, OAKLAND, CA 94610 | TEL: 510-220-5044

The End

Updated Oct 2019