The Photographer's Eye Mural
Thank you for pausing long enough to learn a little something about each replica of 10 original photos of Escondido’s most historical memories, as recalled by lifelong resident, Arlene Knappe Shuster.
Donors of the mural, Bob and Arlene Shuster, connected with Zane Kingcade, a local artist and together they decided on the 10 photographs to be reproduced on the wall of The Photographer’s Eye, a non-profit business owned by community spirited Donna Cosentino. The owner of the building, David Marsh, graciously agreed with the project to help celebrate downtown Escondido’s history.
The unveiling of the mural was held on August 10, 2024, with Mayor Dane White doing the honors for the City of Escondido.
Mural images in no particular order:
Rube Nelson’s Market – It was first located in 1937, at the corner of Woodward and Broadway. It was hardly bigger than a stuffed bread box. Whatever you needed, if you looked long enough you could find it. Rube had a new broom standing by the cash register. Poor Ole Rube was accused hundreds of times of adding the broom to a customer’s order. The “broom story,” made him famous and brought him more customers.
Rube moved his market in 1944, to the corner of Washington and Broadway. It was huge by standards of the day. In one corner was a glass-fronted money exchange booth. The inside back and side walls were decorated with stapled bounced checks from local residents. Rube and Blanche had one daughter, who never married. The Nelsons died multi-millionaires. Their entire estate was donated to a children’s hospital without fanfare.
The Grape Day Festival – First held in 1908 and until 1950, the celebration was always held on September 9th, California Admissions Day, a legal holiday. There were exceptions when it wasn’t held at all. The War Board canceled all gatherings during the war. The Army was camped in Grape Day Park some of that time.
During the War years, fresh grapes, the biggest industry in our area, were not allowed to be sold. All harvested grapes were turned into raisins for our troops.
Grape Day was also canceled in 1948, due to the Polio epidemic.
When Grape Day was held, thousands of visitors poured into the community and crowded into the park. Tons of boxes of grapes were sold. There was music at the shell and greased pole contests for the boys. Beginning in 1913, a local “pretty” was chosen Queen. She and her court reigned over the spectacular parade that crowned the festivities.
The Lemon Packing House – The Barnes and Nobel shopping center sits on that space now, made famous internationally in the early years as the home of the world’s largest lemon packing house. Sid Steiner, member of the Chamber of Commerce, tried to get the local potentates to change Escondido’s motto from “Hidden Valley,” to “Sun Kissed Vale.” He got a sour reception, as Escondido, translated, means “Hidden Valley.” However, the lemon packing house, made Escondido famous by naming their product “Sunkist Lemons.” Our lemons and the name Sunkist, became household staples around the globe. It all began here.
The Times-Advocate – The Times was a local weekly, founded in 1886 by Percy Evans, The Advocate became a competitor in 1891. The two merged in 1912 and became the daily Time-Advocate that provided the local news for decades. The original location of the T-A is now the Burger Bench, which kept the original brick wall as newsworthy décor.
Shelby’s Grocery Store – A commanding corner building on Grand Avenue, with a huge painted Shelby’s on the side of the building. The gathering place of everyone you knew, and eventually, ran into in some aisle. Mr. Jess Shelby’s greeted all shoppers with a smile. Later it was Jess Jr. who took over. In time, their apple-cheeked employee, Bud McElrath bought the grocery and changed the name of the local staple to Bud’s Market.
Homer Heller Ford – It’s first location in 1940, was a drive in, drive out spot on Grand Avenue. It later became McMahan’s Furniture.
Home Heller Ford moved twice more. After the war, when new car production was again available, the second move was to the current grassy landscape at the corner of Grand and Center City. Chase Bank adjoins the park- like setting. Home Heller’s final move was to Auto Park Way in 1983. After Homer’s untimely death in a plane crash in 1959, his wife, Helen, and later his son, Don, took over and continue to build on the company’s fine reputation. Eventually, grandson, D.J. managed Homer Heller Ford until it was sold to an outside company that owns several car agencies. Homer Heller is pictured in original photograph, but not in this reproduction.
Haven’s Studio – The Haven’s were a young married couple in 1910,when the came to town. They lived above the photo shop. They did surprisingly well and moved around the corner to a location on Grand Avenue in 1929, where they stayed put. Haven’s took the senior pictures for the Gong, the Escondido High School yearbook as well as a general portraiture work. Eventually, Haven’s added a Kodak film processing center with a small gift and Hallmark card section. The Havens eventually retired and sold.
Escondido Lumber, Hay, and Grain – opened business in 1920 as ALA, Agnew, Lee and Agnew at 3rd and Quince. Now known as Escondido Lumber, it’s still there and owned by the same family. They are now an ACE hardware store still advertise plenty of parking.
Wagon Wheel Restaurant and Pine Tree Lodge – Both iconic businesses in Escondido, located at the corner of Center City and Mission, both owned in the beginning by B.A. Sweet, local owner of Pine Tree Lumber and accomplished business and political personality. Known for its comfort food and friendliness, the Wagon Wheel was hands-down a local favorite for many years. It was an easy choice for our yesteryear photo wall. The adjoining Pine Tree Lodge was one of the area’s first cottage motels.
15 Cent Hamburger – This was Zane, the artist’s choice. He was enamored by the fact that there could ever be a 15 cent hamburger in Escondido’s history. Yes, the building is still there at the corner of Hickory and Ohio. It’s a liquor or convenience store or both. As a 15 Cent Hamburger joint, it lasted but a blink of an eye. Should anyone learn anything about the history of the 15 Cent Hamburger place, please report to Zane. He will be happy to buy the first researcher a $15 hamburger at Burger Bench.