North Berkeley’s Golden Past: a rare 1907 view of Boulevard Gardens.
Boulevard Gardens. Quarter Acre Villa Lots.
$1,200
1 in stock
Description
“The Fairest Spot of Berkeley’s Fairest Slopes”
This stunning lithographic print of North Berkeley’s Boulevard Gardens was produced by the Sierra Arts & Engraving Company and published in 1907 by the Schmidt-Skilling Company in Oakland.
While the document is designed as a promotional brochure for the initial real estate development, the visual centerpiece is the breathtaking bird’s-eye view of Oakland and Berkeley printed on the recto. Printed in lush black and green tones, shimmering San Francisco Bay in the background, it captures a serene pre-bridge vista of the Bay Area. Steamships glide across the waters, sailboats dock at the Berkeley Municipal Wharf, and on the horizon, the Golden Gate opens up to the Pacific Ocean. The scene exudes an optimistic charm, a vision of possibility for would-be investors and settlers alike.
On the reverse, a detailed cadastral map published by R.S. Kitchener outlines the Boulevard Gardens tract, which covers the area between Eureka Avenue, Moeser Lane, Clayton Avenue, and San Pablo Avenue. The map highlights the modern conveniences of the age, including graded streets and newly installed water mains. Just as important was Boulevard Gardens’ connectivity to the rest of Berkeley and Oakland via the San Pablo Avenue streetcars or the Atchison, Topeka & Santa Fe Railway, which conveniently cut through the development.
The cadastral map is accompanied by three black-and-white photographs showcasing homes in the area and four text panels extolling the virtues of this “the fairest spot on Berkeley’s fairest slopes.” The elegantly designed brochure is a relic of early 20th-century marketing ingenuity. Its thoughtful blend of aspirational imagery, practical details, and affordability helped shape the growth of North Berkeley.
Context is Everything
Established in 1907, Boulevard Gardens was one of North Berkeley’s early suburban developments, offering residents a unique blend of natural beauty and modern convenience. The area was designed to attract families and small-scale investors during a time of rapid expansion in the East Bay. The location was carefully chosen to take advantage of the gently rolling hills and panoramic views of the San Francisco Bay. Early settlers were drawn by the promise of a healthier, more spacious lifestyle away from the crowded cities yet still within easy reach of urban centers like Oakland and San Francisco. This accessibility was facilitated by the San Pablo Avenue streetcar line and the Atchison, Topeka & Santa Fe Railroad, which provided direct connections to nearby commercial hubs.
Infrastructure development in Boulevard Gardens reflected the forward-thinking spirit of the time. Streets were graded, and water mains were installed to ensure the area could support a growing population. The early residents of Boulevard Gardens helped shape its character as an open, family-oriented community. The absence of restrictive zoning laws allowed inhabitants to develop their properties according to their needs, blending residential and agricultural uses. This flexibility made the area particularly appealing to middle-class families and those investing in the promise of California’s booming future.
Census
We have only identified two examples of this rare view outside this one. The OCLC lists one institutional holding at Yale University (no. 1088206453). According to our research, only one example of this scarce view has come to market in recent years: PBA Galleries sold it in 2019 for $1,062.50. The PBA example was in worse condition than the present example.
Cartographer(s):
Charles Green was an illustrator and engraver active in California during the early 20th century. He is primarily known for his detailed and artistic contributions to promotional materials, maps, and bird’s-eye views, most notably the striking aerial illustration for the 1907 Boulevard Gardens promotional brochure, which showcased North Berkeley with intricate detail and artistic flair.
Sierra Arts & Engraving, the studio associated with Green, specialized in crafting visuals that captured the optimism and ambition of California’s rapid urbanization. Operating within the Bay Area’s vibrant printing and publishing scene, it served the growing demand for promotional materials that highlighted California’s opportunities. While details about its origins, leadership, and operations remain elusive, its surviving output reflects the company’s role in documenting and promoting the development of North California’s burgeoning suburban and urban landscapes.
Schmidt-Skilling Co.The Schmidt-Skilling Co. was an early 20th-century printing and engraving firm based in Berkeley, specializing in high-quality promotional materials, maps, and illustrations. The company won recognition for its detailed cadastral maps and vibrant promotional prints, often serving as real estate development marketing tools. Collaborating with publishers like R.S. Kitchener, Schmidt-Skilling combined technical precision with artistic flair to create visually appealing brochures that captured the optimism of California. While little is known about the company’s later years, Schmidt-Skilling’s contributions remain a valuable record of early California urbanization and land promotion.
Condition Description
Some minor chips in the margins and wear along folds.
References