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Evarts I. Blake.

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output covers nearly every part of Ala-
meda County, controlling the Raspiller
Brewery, the Palace Brewery, the Hay-
wards Brewery, the Anchor and the Wash-
ington Brewery, the consolidated interests
representing a large amount of capital.

It is expected that the new brewery will
be completed in about six months time,
and when completed will certainly be as
up-to-date and as complete as any similar
concern on the Pacific Coast. The com-
pany will have its own spur railroad track
direct to its doors, with water transpor-
tation near by, and the shipping facilities
will be well nigh perfect.

The plant has its own water supply,
having drilled two wells, from which
plenty of water of excellent quality is ob-
tained. As the quality of water is a big
factor in the making of beer, there is no
reason why the concern, with its new
equipment, should not be able to meet all
competition in putting an excellent beer
on the market.

The officers of the company are: Mr.
George J. White, president; Mr. Joseph
Raspiller, vice-president; Mr. Joseph
Kramm, secretary, and Mr. Charles W.
Heyer, treasurer.



Golden West Brewing Company



187




188



Greater Oakland, 1911



Studebaker Bros. Co.



Studebaker Bros. Co. of California. Oak-
land Branch, is operated under the follow-
ing officers: Frederick S. Fish, president,
South Bend, Indiana; Chester N. Weaver,
vice-president and general manager, San
Francisco, and Harvey L. Burchell as
manager of the local branch.

This branch was established in Novem-
ber, 1909, after due deliberation of the im-
portance of the field, both from the auto-
mobile and vehicle standpoint. Even with
the largest plant of its kind on the coast,
the business demand of this field made
the local establishment a necessity. The
present location is in a two-story building,
on the corner of Twelfth and Jackson
Streets, Twelfth Street being known as
"automobile row," with a floor space of
22,000 square feet. Both floors are well
lighted, making a beautiful show room for
automobiles, vehicles and accessories, and
the various lines handled relative thereto.

Studebaker Bros, enjoy the distinction
of being the largest house of this kind in
the city of Oakland, and it ranks well in
magnitude with the other houses of this
kind on the coast. It carries at all times
a $75,000 stock, complete in assortment
and quality. It takes a force of twenty-
five people to handle the large flow of
business that goes forth from this estab-
lishment from day to day. The demand
for automobiles always far exceeds the



available supply. The fifty-two years of
successful business of Studebaker Bros.
Company is known the world over for
honesty of quality and fair dealing. The
policy of this branch has been especially
strong along these lines.

The growth of Oakland indicates that
the present building is going to be inade-
quate for the volume of business handled,
sooner than was anticipated. This branch
is operated under an Automobile Depart-
ment, which vigorously pushes before the
public the E-M-F 30 and the Flanders
20. The season will close with approxi-
mately 250 more cars on the streets of Oak-
land. A capably managed Accessory De-
partment caters to the users of these cars,
and in fact to users of all cars, with a
complete stock of supplies pertaining to
the automobile trade. Back of the Auto-
mobile and Accessory Department is first-
class Service Department, which is always
ready to make the many customers happy,
in the speedy relief of their difficulties. The
Vehicle Department is by no means in the
background, for, notwithstanding the in-
creased price of horse flesh, the demand
for horse-drawn vehicles is still of con-
siderable magnitude. Studebaker Bros.'
quality along vehicle lines can't help but
appeal to the public, and the Easterner
coming to the West never goes wrong in
dealing with a house so widely known.



Studebaker Bros. Company



189




190



Greater Oakland, 1911




H. h. BURCHEIvL
Manager Studebaker Bros. Company, Oakland



Mr. Harvey L. Burchell, the young
manager of Studebaker Bros.' Oakland
branch, is a production of the "Golden
State" by birth and training. He has been
identified with the wagon industry during
most of his business career, and, accord-
ing to the laws of evolution, the automo-
bile business following so naturally where
the vehicle business terminates, it is not
at all surprising that he should be found
prominently identified with the former.

The Studebaker Bros.' Company are to
be congratulated in having Mr. Burchall
in charge of the Oakland office, because
it was under his plastic hand and execu-
tive ability that the Oakland business has



grown to such large proportions. Mr.
Burchell impressed the interviewer at
once, as a "live-wire" and a hard worker,
and when there is any knotty business
problem to untangle, or a job requiring a
few hours' extra work at night, we feel
sure that Mr. Burchell would wade right
in and get the thing done. As he says
himself, "It's better to wear out than rust
out."

In discussing Oakland's future, Mr.
Burchell has great confidence in the city's
rapid growth and commercial importance,
and believes that it will soon take its
place among the "big cities" of the nation.



Ransome-Crummey Company.



191



Ransome-Crummey Company



iLTHOUGH the editors have no
official information on the sub-
ject, we believe it can be safely
said that the firm of Ransome-
Crummey Company are the
largest and busiest contractors in Oakland,
and maybe on the Pacific Coast.





Ransome-Cruniniey Co.

The firm, although maintaining offices in
Sacramento, San Francisco and San Jose, is
a thoroughly Oakland concern and has always
maintained headquarters in this city since it
was established in 1900, the present general
offices being located in the Union Savings
Bank Building.

If there is any grading job, street or con-
struction work too big for the Ransome-
Crummey Company to handle we don't know
what it is. They built the Columbia Theater
in San Francisco, the Hotel Sacramento and
several other first-class structures. Thev



built the Ocean Shore Railroad and con-
structed what is known as the Foothill Boule-
vard in Alameda County. They also built
the road from Sacramento to Folsom, and laid
the asphalt pavement on Broadway, Oakland.
The firm is doing all the paving or reconstruc-
tion work on the Southern Pacific tracks in
Berkeley, as well as similar work on the
Oakland Traction lines from Oakland to Hay-
wards. They are also doing all the paving
work for the Street Railway Company of San
Jose.

The concern has quarries at San Pedro
Point, on the line of the Ocean Shore Rail
road, Leona Heights and in the Merced Can-
yon at Exchequer.

Tlie reason that the firm of Ransome-
Crummey Company get most of the big con-
tracts is not through any "pull" or favorit-
ism, but because they are better equipped
than anyone else to do this class of work,
enabling them to bid lower, and because the
quality of their work in past performances
has been of a high standard.

The concern has large yards and warehouses
at Twenty-sixth and Poplar Streets and has
invested thousands of dollars in modern
equipment, consisting of steam shovels, loco-
motive cranes, heavy steam rollers, asphalt
plant, etc.

The Ransome-Crummey Company furnishes
employment to about five hundred men on an
average, and the payroll amounts to about
$40,000 every month, which adds materially to
Oakland's prosperity.

We venture to state that there is no con-
tracting firm on the Pacific Coast that is in
a better position to handle big business than
the Ransome-Crummey Company of Oakland.



192



Greater Oakland, 1911




steam Shovel at Work, Ocean Shore Road. Ransome-Crummey Construction Co.





Stable Yard and Warehouse, 26th and Poplar Sts.



Ransome-Crummey Co. at West Oakland



Ransome-Crummey Co.



193



• ... <<



^.










Gang at Work Grading for Ocean Shore Road. Ransome-Crummey Co.




Work on Sacramento and Folsom Road. Ransome-Crummey Co.



194



Greater Oakland, 1911



Pacific Freight and Transportation Co.




NE of the most progressive
and largest concerns of its
kind in Alameda County is
the Pacific Freight and Trans-
portation Company , whose
big warehouse and yards are located on the
waterfront at the foot of Webster Street.

The business was established about five
years ago, and under the able management
of its hustling and progressive President,
Mr. Walter R. Rideout, it has steadily
grown to its present proportions. In 1910
Mr. Rideout established the trans-bay ship-
ping end of the business, and the company
is now in a position to handle the biggest
contracts for the transportation of freight
between San Francisco and Oakland, Ala-
meda and Berkeley.

The concern operates three freight boats,
the "Alviso," 150 tons; the "Trilby," 100
tons and the "Juliette," 400 tons. About a
3^ear ago, following out its policy of doing
ever3'thing possible to increase the effici-
ency of its SERVICE, the company in-
augurated the use of auto-trucks for de-
liveries, and up to date have purchased six
of these big trucks, which means the in-
vestment of nearly $30,000 for autos alone.
The company gives employment to some
seventy-two men, and the annual pay roll
amounts to $51,200, which adds materially
to the general prosperity of Oakland. The
concern transfer from 150 to 175 tons
of freight per day, doing more busi-
ness than all the rest of the transfer com-
panies combined. The warehouse, which is
situated directly on the water front, with
excellent shipping facilities, is 350 feet long
by 75 feet wide. In addition to the auto-
truck service, the company operate about
fifteen teams.

The company practically control the
trans-bay freighting business, doing all the
work of the Pacific Hardware Company,
Dunham, Carrigan & Hayden, Lally & Co.,
Holbrook, Merrill & Stetson, Haas Bros.,
N. O. Nelson, Whittier-Coburn & Co., Bass-
Hueter Paint Company, N. R. Nason, Sher-



win-Williams Co., Wellman-Peck Co., J. H.
Newbauer, Sussman-Wormser Co., Till-
mann & Bendel, L. T. Snow, M. Getz, Getz
Bros., Hooper & Jennings, A. P. Hotaling,
Italian-Swiss Colony Wine Co., and hun-
dreds of others.

Mr. Walter R. Rideout, the congenial
head of this concern, is one of the best
known and most por^ular business men in the




WAIvTKR R. RIDEOUT

city. He is a product of California soil,
born in 1867 and is typically Western m his
ideas. He is a man of generous propor-
tions and big ideas. While shrewd and
energetic in business matters, all those who
know him find in him a good fellow, gener-
ous to a fault and a staunch friend. Mr.
E. P. Harris, broadly and favorably known
in Oakland, is the Secretary of the com-
pany.



Pacific Freight and Transportation Co.



19S




196



Greater Oakland, 1911



Raymond Boyd

Advertising Director, 245 Bacon Building




iS ADVERTISING plays a most
important part in the ad-
vancement and upbuilding of a
community, it is essential that
the leading advertising agency
of Alameda County be given a place in this
book.

Oakland is attracting world-v\^ide atten-
tion because she advertises — because her na-
tional publicity has been directed by
trained advertising experts of ability and
experience.

Raymond Boyd, whose photograph serves
to illustrate this article, has directed a num-
ber of the largest publicity and promotion
campaigns in this section of the State. He
has been identified with a strong list of
local concerns and has shaped the adver-
tising policy, both local and national, of
several manufacturers and merchants with
marked success.

Mr. Boyd has been actively engaged in
advertising and promotion work for over
ten years, coming to Oakland from San
Francisco, where for three years he di-
rected the promotion department of Varney
& Green, one of the largest concerns de-
voted to outdoor advertising. Over three
years ago Mr. Boyd joined forces with the
Honig Advertising Service of San Fran-
cisco, taking charge of the copy and rate
departments.

Since locating in Oakland he has as-
sumed control of some of the leading local
advertising accounts, building up a flourish-
ing business by his experience, ability and
personal attention to every account he
handles.

Mr. Boyd is a hustler and a booster; he
takes an active interest in all matters per-
taining to civic betterment and is one of
the most energetic members of the Prog-



ress and Prosperity Committee of the Oak-
land Chamber of Commerce.

He holds no brief for any special medium
of advertising, but gives his services direct
to his clients. His advertising counsel and
advice is characterized by simple honesty
and absolute frankness. He knows the




RAYMOND BOYD
PuBi:,iciTY Expert



markets — knows trade conditions and — he
knows advertising.

His address is 245 Bacon Building. Phone,
Oakland 1208.



Martin W. Riehl.



197



Martin W. Riehl

Attorney and President Vienna Cafe, Inc.




HE editors gladly concede an
important place in this vol-
ume to Mr. Martin W. Riehl,
a member of the California
Bar, and a man active in
several business interests of Oakland.

Mr. Riehl is a product of California
soil, born in Gilroy, Santa Clara County,
California. He is the son of Adam Riehl,
a member of the Legislature of the State
of California for several years, and one
of the best known men of Santa Clara
County. The elder Riehl has amassed a for-
tune, through intelligent investments during
his long career in California, and is still liv-
ing in San Jose, enjoying perfect health,
at the ripe age of 80. In the early days
he was engaged in the brewing and malt-
ing business, and enjoys the distinction of
having established one of the first brew-
eries in the State.

Martin Riehl received his early educa-
tion in the public schools of San Jose, and
later entered St. Mary's College in Oak-
land, graduating in 1890. After his gradu-
ation, he decided to take up the law as
•a profession, and entered the law offices
of Mr. S. S. Leib, of San Jose, complet-
ing his studies under Joseph D. Redding,
of San Francisco. His adaptability and
ready grasp of the intricacies of law is
shown when it is stated" that he passed a
creditable examination and was admitted
to the bar at the age of twenty-one.

He began active practice in the offices
of Garber, Boalt & Bishop, the well
known attorneys, and pleaded several im-
portant criminal cases, one of the most
prominent being the case of Thomas
Flannelly, for the murder of his father
and Sheriff McAvoy, whom he defended.
This case was well handled by Mr. Riehl,
and was finally taken to the Supreme
Court of the United States. The case
was tried under Chief Justice Beatty and



a final conviction was secured, three for
acquittal and four for conviction, after
two and one-half years in the various
courts.

Some years ago Mr. Riehl saw an op-
portunity in Oakland for a liquor business
conducted according to his own ideals;
he is a veritable crank about good liquor,
and insists that he has the only absolute
straight liquor house in the world. He
has given a great deal of study to the
subject of distillation, and the interviewer
learned a good deal regarding this indus-
try during a chat with him. Quoting
from an authority on whiskey, Mr. Riehl
said:

"The sick are going to have alcohol in
some of the shapes in which it is drunk,
and a matter of the first importance is
that liquors administered to them be
genuine and good. The possibility or the
probability of their not obtaining those
has not generally been considered by the
doctors as it should have been. The phy-
sician orders good whiskey and leaves it
to the patients' attendants to find it as
they may. Some may possess the facility
or the knowledge necessary to get genuine
liquors, but the vast majority, even among
the intelligent, do not.

"The American whiskey market has been
greatly demoralized in recent years by the
too common introduction and too general
recognition of blended goods. Everything
not strictly 'straight' and guaranteed by
government stamp and copyrighted trade-
mark is known as 'blend,' which implies
merely a combination of two or more
brands of straight goods producing some-
thing embodying the general character of
the several goods combined. So far
blending may not deserve condemnation,
but such is not the blending in common
use. The goods sold as such are more
frequently dangerous compounds, having



198



Greater Oakland, 1911




MARTIN W. RIEHIv
Attorney and President of Vienna Cafe, Inc.



Martin W. Riehl.



199



inferior spirits for their base, which,
freely watered for reduction of proof,
flavored, colored and otherwise doctored,
become the standby of many saloons. Such
goods are often put upon the market by
recognized wholesale dealers, who excuse
themselves by pleading the practice of
some distillers in jumping over their
heads and supplying the retail trade di-
rect. 'And now,' they say, 'shall we blame
the middleman for consulting the law of
self-preservation?' As things have been,
he could find no profit in straight goods,
and no man wants to do business at a loss.

"The average retailer doesn't concern
himself about the amount of corn the
spirit distillers are mashing, nor does he
mind paying more for spirits and water
than for eight-year-old sour-mash, if the
price per wine gallon is not too high, and
provided the salesman 'blows' himself
every time he calls for an order. This
thing of ordering up drinks is the great
argument with the average retailer, and
therefore the man whose goods offer him
a big margin of profit is the man best
armed for the fight in this fertile field.

"Is it any wonder, therefore, that the
wholesale dealers take to 'blends,' espe-
cially as their customers expect salesmen
to spend a lot of money, demand a lot
of time in which to pay accounts, and
have a habit of going out of business and
of failing and of giving chattel mortgages
to brewers that is calculated to destroy
the peace of mind and uproot the pros-
perity of all those who sell them goods
on a close margin?

"But all this is outside the purpose. I
merely desire to show how legitimate
whiskey is made, as has been done, refer-
ring to this modern and pernicious evil
of so-called 'blending,' simply to show that
'all is not gold that glitters' — or at least
that all is not whiskey that is placed be-
fore the customer at the average bar."



So then, it is according to these stand-
ards that Mr. Riehl conducts the Vienna
Cafe, at 967 Broadway, Oakland. The
fact that whiskey does not ripen until
eight years in the wood, and Mr. Riehl
has twenty-four barrels of the very best
brands, the age of which is from eight to
twenty-two years, and that it is drawn
right out of the barrel in front of the
customer, would preclude anything else
being sold to them but the very purest of
alcoholic drinks, which the medical pro-
fession invariably prescribes, thereby of-
fering to the people of Oakland something
which no other city in the world has, and
a boon to Oakland's citizens and her
visitors. Mr. Riehl has always made it a
policy to make no additional charge for
the pure goods, so there is no excuse for
Oaklanders to drink inferior whiskey. The
Vienna Cafe is conducted on a clean and
legitimate basis, is handsomely fitted up
with leather upholstered divans, which
might be called "council chambers" and
altogether is a credit to the city. It is in-
tended as a retreat for gentlemen, and
nothing bordering on the boisterous is
tolerated.

Mr. Riehl gives considerable of his time
to the management of the business, and
his personality and congeniality are big
assets. He has many friends, because he
is a good friend himself, and as a result
of all these several features, the cafe en-
joys the patronage of the best people in
the city.

As soon as his business interests will
allow it, Mr. Riehl expects to resume the
practice of the law in Oakland, and no
doubt will be heard from in the near
future in the legal profession.

Mr. Riehl's marriage to Miss Blondnetta
Cron, a daughter of A. B. Cron, a capi-
talist of Minnesota, occurred in Alameda
on November 17, 1899. He has one
daughter. Miss Ralpha, aged ten.



200



Greater Oakland, 1911



Sommarstrom Bros.

Building Contractors




OMMARSTROAI BROS., the
contracting firm, composed
of M. F. and Edward Som-
marstrom, two active and
thorough young builders of
Oakland, is rapidly coming to the front as
one of the busiest and most reliable con-
tracting firms in Alameda County.

The firm was established some six years
ago, with headquarters at 1127 Magnolia
Street, and through conscientious work,
keeping all agreements and promises to
the letter, and exceptional adaptability in
designing and construction work, these
j'oung men have built up a large and well
established business.

They have built over one hundred build-
ings in Oakland and have won a wide
reputation for building honestly. Their
work has been so satisfactory that a large
portion of it has come to them without
solicitation.

Among the buildings built and designed
by them may be mentioned flats and stores



on Poplar Street, flats and stores on Six-
teenth and Linden Streets, a 60x90 brick
building on Fifty-fourth and Grove Streets,
a sixteen-room fraternity house on the
south side of Dwight Way,' between Hille-
gass and Benvenue Avenues, and a number
of residences and flats in different parts
of the city.

At present they are engaged in the con-
struction of a residence for Mr. McKinlay,
of the McKinlay-Perkins Co., and eight
flats on Tenth and Chestnut Streets, and
a residence on Arimo Avenue for Mrs.
S. E. Woods, a residence for C. H. Wil-
liamson on El Camino Real, residence for
Mr. Otto Johnson on Lawton Avenue,
residence for Mr. John Nelson, located on
McMillan Avenue, also an artistic three-
story plastered apartment house on Alice
and Sixteenth Streets.

Judging from the present outlook, the
firm of Sommarstrom Bros, is destined to
become one of the most important con-
cerns of its kind on this side of the bay.




SOMMARSTROM BrOS.



201





M. F. SOMMARSTROM





RDWARD SOMMARSTROM



Greater Oakland, 1911





J'




Some Buildingrs Designed and Constructed by Soraniarstrom Bros., Contractors



Standard Photo Engraving Co.



203



Standard Photo Engraving Company



NE of the younger business
concerns of Oakland that is
growing rapidly, and is even
getting business away from
some of its San Francisco
competitors, is the Standard Photo Engrav-




Standard Photo Engraving Company was
established.

It has always been the policy of the con-
cern to give to its numerous customers
clean-cut, artistic work, and it is largely
tlirough their conscientious endeavors in




T. E. WHITMORE



E. C. SIQUEIRA



ing Company, whose plant is located at
3201 E. 17th Street, Oakland.

Messrs. T. E. Whitmore and E. C.
Siqueira, the partners of the concern, are
both active and capable young men in their
line of work, and have been associated to-
gether since 1908, at which time the



this respect, and their willingness to cor-
rect anything not just right, that their busi-
ness has grown rapidly, and they have re-
tained the patronage of every customer.

The business has now developed to such
an extent that a larger plant is required,
and the firm has recently purchased the



204



Greater Oakland, 1911



equipment of Lemos Brothers, who have
been established for eight years in Oak-
land, and who have given up their engrav-
ing plant to devote all their time to meet
the increasing demand for their art work.
Pedro J. Lemos is now giving his total at-
tention to Art instruction, having been ap-
pointed Instructor of Decorative Design at
the San Francisco Institute of Art (former-
ly Mark Hopkins). With its new equipment
and improved quarters, the Standard Photo
Engraving Company will be the second
largest institution of its kind in Alameda
County.

The concern has done, and is doing, con-
siderable work for the Oakland Chamber



of Commerce, and various periodicals pub-
lished in San Francisco. The most recent
contract of the concern was the making
of all the half-tone engravings for this pub-
lication, "Greater Oakland 1911."

Before this volume goes to press, the
Standard Photo Engraving Company will
have been installed in its new home, at



Online LibraryEvarts I. BlakeGreater Oakland, 1911, a volume dealing with the big metropolis on the shores of San Francisco Bay .. → online text (page 11 of 30)