"Map of Berkeley Alameda County Cal.",

This scarce promotional real estate brochure was published at the beginning of Benjamin Ide Wheeler's reign as president of the university. Wheeler brought a period of financial stability and growth, evident in this brochure. The large map on one side has red over-printing "Choice Property for Sale Jos. J. Mason, Berkeley" with the names of several tracts available for sale. The map extends from the bay to the university campus at right. All streets are located and named. The map was compiled by C.L. Huggins and published by Joseph J. Mason of Berkeley. Drawn at a scale of 1000 ft per inch. The other side enthusiastically promotes the planned expansion for the university, stressing that "desirable land is not by any means unlimited," particularly land that is adjacent to "the Seat of the Greatest University of Modern Times." Full panel drawing shows the perspective view of the "Prize Plan by E. Bernard." Another panel is a half-tone photograph of the site and the few existing building.

The beginnings of the University go back to the gold rush days of 1849, when early politicians dreamed of an institution which would, "if properly organized and conducted, would contribute even more than California's gold to the glory and happiness of advancing generations." The University of California was created twenty years later with the merger between the College of California (a private institution) and the Agricultural, Mining, and Mechanical Arts College - a land grant institution. In 1873 the university, with a student population of only 191, moved to its present location in Berkeley. Fiscal problems had plagued the university until 1899 when Wheeler became president. Through his management, the university grew in size and distinction. One of the school's main benefactors - Phoebe Apperson Hearst – financed a contest for architects to design the new campus. Won by Emile Bénard of Paris, he created a fantastic building plan that brought worldwide notoriety to Berkeley. This advertising brochure is an example of the effort by one real estate man to capitalize on Berkeley's celebrity and the booming real estate market.

References:

Condition: C+

Some water stains, mostly along one vertical fold, with weakness along the fold and a little loss at one place. Some short fold splits.