The Emperor Norton Trust

TO HONOR THE LIFE + ADVANCE THE LEGACY OF JOSHUA ABRAHAM NORTON

RESEARCH • EDUCATION • ADVOCACY

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The Mixed Economy of the Eureka Lodgings Building of Commercial Street

When one reads that Emperor Norton lived in "the Eureka Lodgings" at "624 Commercial Street," it's tempting to imagine that the Eureka was in a building with one address and one use — and that the Eureka was it.

In fact: There were two buildings on the Eureka site between c.1850 and Emperor Norton's death in 1880, with the Eureka building arriving in 1857. Both buildings had three addresses and a variety of business tenants — with the second of the two buildings hosting the Eureka and two previous hotel/lodging establishments that each occupied only a portion of the top two floors.

At various times during the 1860s ― including while the Emperor was living here between 1864/65 and 1880 — the second building was home to some of the best-known and -respected businesses in early San Francisco history.

Both of the buildings on the Eureka site were located between Montgomery and Kearny Streets, with frontages on both Commercial and Clay Streets.

What follows is, we believe, the first published attempt to establish a "tenant timeline" of the Commercial Street frontages of these buildings between c.1850 and 1880.

Read on for some fascinating history — and some terrific advertisements!

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The Mid-Century Advertising Origins of an Emperor Norton Illustration That Still Is Finding New Life After 50 Years

There’s a familiar and popular illustration of Emperor Norton that most Nortonians know because it appeared on a Discordian flyer created by Greg Hill a.k.a. Malaclypse the Younger.

Hill wasn’t just any Discordian. He was one of the two co-founders of Discordianism, the mystical “anti-religion” that reveres Emperor Norton as a saint. It is Hill qua Malaclypse who is credited with the oft-quoted aphorism: “Everybody understands Mickey Mouse. Few understand Hermann Hesse. Hardly anybody understands Einstein. And nobody understands Emperor Norton."

But, it wasn’t Hill who drew the Emp that is featured on his flyer. He cribbed the illustration from one of the most influential corporate advertising firms in the United States. The illustration was work the firm had just done for an Old West banking client that has been a household name for generations.

The ad firm already had a connection of sorts to the Emperor. Soon — 50 years ago this past July — the firm would create what now is regarded as one of the most legendary ads in the history of the discipline.

The obscure origins of the firm’s portrait of the Emperor have remained hidden for decades.

Read on to see what’s under the rock. It’s a fascinating story.

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