MySource:BobC/Giving Samuel Brannan "King of the Gold Rush" a Second Chance

Prologue

As many know, what we think of as the “Gold Rush” happened in large part almost entirely thanks to “Samuel Brannan”. The man who AFTER buying up every shovel and piece of mining equipment he could, proceeded to run through the streets of San Francisco crying “GOLD GOLD! Gold from the American River!"

By 1849, Brannan was making over $100,000 a month at his store at Sutters Fort. Over the next ten years the man became the richest person in California opening up more shops, buying land, and in 1853 was elected to State Senator.

However, as is so often the case, what went up, came down.

In 1860, Brannan purchased and built a Railroad and Spa, then founded the village of “Calistoga” which he hoped would become a resort haven. The business deal flopped and by 1864 was forced to foreclose on it.

In 1872, after increasingly violent rages brought on by drinking problems, his wife divorced him. The settlement gave here HALF of all Brannan's holdings. In order to accomplish this, Brannan was forced to liquidate his entire holdings. Every shop, business and land deal he had was sold off, often for pennies on the dollar.

Over the next 17 years, he spent what money he had on a series of failed business ventures and land deals before dying penniless at the age of 70.

Overview

As a follower of history, Brannan's case has always struck me as a sad “wasted” opportunity. The man was a true visionary and saw opportunities everywhere. He laid the groundwork for California becoming the powerhouse it is today, as well as developing a financial empire that only came apart from a disastrous divorce.

The potential for “what ifs” concerning Brannan are immense. Certainly if Brannan had controlled his drink, had reformed a bit earlier, and not divorced, he would have returned to his empire, and who knows how much it could have grown. The man lived to be 70, which is an incredible age for the time. The 17 years from his divorce to death could have been spent ensuring a financial empire that could have endured even to this day.

Proposal

Exploring this in a simple "What If" could be done, but Brannan's potential, I feel, deserves something a bit more fanciful as well as "hands on."

Let us say one were given the opportunity to more directly get involved, perhaps as an unnamed 'partner' who had Brannan's ear and could persuade him to make different choices at key moments. From a business perspective, there is little that needs to change. Brannan's finical choices virtually always made him money.

In truth there is not much to change or that needs to be changed. Even his failed business venture of building a railroad in 1860 itself was not crippling. However Brannan spent years pouring money into the retreat that ended up costing millions. While he lost money on the deal, the railroad would go on to become an integral part in the development of the Napa Valley.

There is much that could be done to strengthen his financial holdings. In conjunction with the building of his railroad, the growth of his business needs to be expanded outside the Sacramento and San Francisco areas. Opening up general stores in Los Angeles and San Diego will provide a more stable business once the Gold Rush peters off. By 1860 there were no large retail stores in America. Macys had just been established in 1858, and would not expand into the west for decades.

However, while Brannan finacially does not need much involvement, Brannan as a person was an atrocious mess. The man was a drunk and a womanizer, he routinely would leave his wife and kids alone for months at a time on business trips and return home only to ignore them even more. His wife, a genteel and very refined women, considered Brannan a crude and abusive man who cared only for money. By as early as 1853, Samuel Brannan was frequently visiting brothels and having an affair with a notorious dancer named "Lola Montez."

That Samuel's wife lasted till 1870 before filing for divorce is a testament to her patience. If Samuel Brannan is to develop a long lasting Financial Empire, certain changes will need to be made.

A Better Family Man (1851-1853)

1851 was a busy year for Samuel Brannan. In October 1851, Samuel and a large group of businessmen traveled to Hawaii with the intent of purchasing land for American Settlers. Before leaving on the trip, Sam's wife asked to come and Sam refused. According to records, while he was away, Sam's wife spent much of her time increasing her social circle and making good friends with many of San Francisco's other powerful women. The changes to Sam's personal life begin here.

Before departing, instead of casually brushing his wife away, Sam asks her what she wants most in Hawaii. While away, Sam makes a point to purchase a host of presents and gifts for his wife as well as toys for his first son, Samuel Junior.

Upon his return, Sam begins to show more interest in his wife's activities. Samuel detested virtually every aspect of his wife's private life, from taking tea to Sunday brunches to social clubs. In truth, meeting regularly with the powerful women of the city would be invaluable to opening up new business connections with others as well as keeping tabs on what the businessmen of San Francisco are up to.

In late 1852, Sam's wife gives birth to "Don," their third child and second son. Don's birth was the closest Sam ever got to reform, pledging to spend more time at home and not drink as much. Unfortunately this promise lasted only as long as his next business trip.

A business partner invites Sam out to Boston to visit his family. Originally Sam goes, leaving his wife and new child at home. After arriving in Boston, he proceeds to New York doing more business deals before heading home, on his way home, he meets a notorious singer and cortisone "Lola Mentez." Sam's trip out east lasts nearly five months till he returns in mid-May of 1853. Even after his return, he continues to see "Lola" and has an affair with for years to come spending a small fortune on her.

However, here Samuel makes his first big choice.

In this timeline, with Sam's wife still recovering from birth, a weak newborn son as well as business at home, Sam decides to stay home to spend more time with his newborn son, pledging to go back east to New York next year. While this may seem a radical departure from the norm, in truth Sam did little during his five months away aside from meet with a banker in New York who persuaded him to purchase property that was never developed. By staying home, Sam precedes to avoid getting involved, not just with Lola and a torrid affair, but avoids meeting his brother as well, a man as much an alcoholic and misogynist as Sam used to be.

While Lola Mentez will still arrive in mid-1853, by that time Sam will have littler interest in chasing after her; having spent the past five months with his wife and kids and developing business within San Francisco.

Down to Business (1858-1863)

The first step toward the dream of a mighty financial Empire begins in the production of a diversified revenue source. Up to 1860, much of Brannan's money came form highly lucrative land deals and owning large amounts of property in San Francisco and Sacramento. However just buying and selling land is not much of a long-term business, and only has so much growth potential.

Before continuing, one aspect that shows where things might have led, was the construction of the original "Cliff House" by Brannan in 1858. This original Cliff house did not last long and was sold off in 1863 to "John Buckely." Given the immense popularity of the Cliff House that was later built, lasting through the 1900s, a quick change to ensure revenue can start here by the construction of not just a simple dance hall and restaurant as was first built, but an expanded and more grand structure, similar to the one built in 1896 that, at its height, attracted Presidents and some of the most wealthy people in America.

Now moving on to more broad changes. As previously outlined, expansion of his retail stores, both in size and over all amount, is the first step to laying a more financial secure foundation. The start of this will begin in 1861 with the sale of all of Brannan's holdings in Hawaii.

As mentioned, in late 1851, Samuel Brannan visited Hawaii with the hopes of purchasing land and importing enough Americans to turn the islands into an American Colony. These dreams never panned out and Brannan would stubbornly hold onto the lands to they were liquidated in 1872.

However, by 1860, outside business were starting to buy up land and create large plantations. Knowing the history of Hawaii, having holdings here will simply become a burden over time especially as conflicts between the natives and businessmen grow, culminating in the over-through of the government in 1893.

Selling these holdings off would net a sizable profit given others setting up farms and plantations. The profits and revenue from these sales will then be used to finance a chain of Woolworth-like general stores from San Francisco down to San Diego.

While cities such as Los Angelos and San Diego were in their infancy around 1860, barely 3,000 people between them. Setting up stores now will a foothold with the cities and a platform to build upon as the cities grow.

Also during this time, starting in 1860, Samuel started what was a dream of his, to build a Railroad down south toward, what would one day become, Napa Valley, and found a town that would be the center of a getaway Resort for the Rich and wealthy.

While Napa Valley would indeed one day become a wealthy area, Samuel's attempt would ultimately end in failure. After finishing the railroad in late 1861, he proceeded to pour hundreds of thousands into what he called "Calistoga" for years before eventually foreclosing it in 1864 after having lost nearly $3,000,000.

Averting this level of waist is key to holding on to additional resources. At this point it is preferable that Samuel sells his railroad, perhaps just months after finishing it. The railroad itself will indeed go on to become a key factor in developing Napa valley, but not until long after Sam's death.

Samuel truly loved his "Calastoga" retreat and visited it often. Unfortunately no one else did. He would spend years building a lavish hotel, restaurants, dance halls salon, all for customers that never materialized. This however is one aspect that must be changed. Sams frequent trips down to Calastoga often ended in drunken brawls and him buying up more and more land that was never used.

Here we have a POD in 1862, where Samuel has a change of heart about the whole affair and returns to San Francisco.

While selling it off shortly after its completion may strike others as a horrible move, given Sams unsurpassed success in the past at good deals, and recognizing bad ones, he can settle any doubts with a phrase he used more then once, "It just didn't smell right to me."

Civil War! (1861-1865)

When war breaks out across America, California, along with much of the West, is largely kept out of the history books. Aside from behind the scene deals and spying, the Civil War did not directly affect California's progression as an economic powerhouse. More to the point it did not affect Brannan in any noted way.

It should be noted however that in this new timeline, a highly trusted employee of Brannans is sent East in late March of 1865. His instructions are to try and meet with the President or his aides to discuss business deals now that the war is over.

The employee has specific instruction to follow Lincoln to his frequent outings to Ford's Theater, specify the night of April 15th.

Keeping It In The Family (1857-1867)

Brannan's family life up to his point was troubled and abusive. By this point Sam's wife often tried to keep their kids away form Samuel. Samuel spent more and more time away from home, drinking and visiting brothels. It wouldn’t be long before Samuel began to grow increasingly violent, picking fights in bars and coming home drunk, all of which culminates in his divorce in 1872.

Obviously, with changes starting in 1851, the Samuel we meet now is a changing man. Drinking less and having stopped cheating on his wife all together; he increasingly takes his kids with him on business trips and when he doesn't, he spoils them with gifts when he comes back.

By 1860, Samuel Brannan had four children, three girls and a boy (he had a second son who died just two and a half years after his birth).

The record of these five children are as follows:

• Samuel, Jr. was born 10/17/1845
• Sarah Adelaide was born 8/3/1848
• Fanny Kemble was born around 1850
• Don Francisco, was born about late 1852, Died mid 1854
• Lizzie Alisa was born about 1856

By 1857, Samuel Brannan, Jr. was just turning 12, while this may seem young to us, most children didn't have proper schooling till they were older. In the time of "Young Sammy" He would have found work at his age and started learning a trade. Samuel Brannan thought of his first son as "Too Quiet" and 'bookish'. These days we know these to be rather good qualities for someone that is destined to grow up to inherit his fathers growing emptier.

At age 12 therefor, Sammuel will "encourage" his son to attend a proper school where he will be free to indulge his mind. Part of ensuring a lasting Financial Empire past Brannans death is the establishment of not just an inheritor, but also someone who can carry on the business and understands the company.

By 1861, Young Sam was turning 16 which at the time was well considered to be "Coming of Age"

At the age of 16, Samuel Jr will be brought aside and given a "Some day all this will be yours" speech. His position advanced within the company to take on more responsibilities.

With an eye on grooming him as heir apparent to the Brannan industry, over the next 6 years he should be brought into the company as much as possible and given jobs to increase his personal responsibility and business savvy, while teaching him the ins and outs of his fathers trade.

Averting Disaster (1867-1872)

1870 marked the beginning of the end for Samuel Brannan. After years of drinking, womanizing, out of control behavior and increasingly violence acts, his wife files for divorce which is ultimately approved in 1872.

In truth, as early as the 1860's Brannan and his wife slept in separate beds, and Brannan's wife stated that they stayed together only for the sake of the children.

However, the Sam Brannan that exists now is a very different man. He has had years of changing his behavior, becoming more attentive to his wife and family and slowly drinking less and less.

The small changes here and there to his character, starting back in the 1850's now culminate in a man who spends much of his time with his family and adores his wife.

At this point Young Sam is just turning 27 years old and has spent over a decade in service to his fathers business and is well on his way to taking over the company.

Young Sam Goes to College and Beyond! (1875-1883)

The time has now come for young Sam to get a proper education. Taking time off from his position within Brannan’s stores and business, Sam accepts an opening at a prestigious university. Majoring of course in business studies, he also picks up several courses in art and the sciences. Young Sam was always said to be ‘bookish,’ known to read books on anything and a healthy love for nature. Originally Sam the elder discouraged such things, but now, especially grooming young Sam as his successor, these are encouraged.

Meanwhile, elder Sam, who sees his current land holdings and department stores as entering a period of stability, decides to once more “take a risk.” Brannan has always been about risks as well as trying to see what the next “Big Thing” is. During the mid-1870’s much of what was ‘Big’ in the west was cattle. In 1875, Brannan looks for large flat space in California and, on a hunch, decides to buy up more than 1000 acres of land in Kern County in the San Joaquin Valley

Over the next four years the cattle market does not preform especially well, however he continues to push the ranch land. Unlike his “experiment” with the railroad to Calastoga, the amount of cash investment into the Kern Cattle Ranch is in comparison minimal, and this time Brannan is certain his hunch will prove correct.

By 1878 Brannan celebrates his 59th Birthday. Aging and having increasing pain in his joints, he none the less continues to push his company and himself while ever remaining the faithful family man. As his experiment in cattle continues and begins, Brannan also spends the next few years expanding in the booming towns of Los Angeles and San Diego. Brannan is certain that in time they ‘might’ grow just as huge as San Francisco.

By 1880 Young Sam is now no longer young. At 35 years old, he has graduated from university and has a fresh new understanding of the world. His father installs in him a larger stake in the company, and tells him it is time for him to “Make a name for himself” And to begin to carve his own destiny.

Sam Jr. decides to travel the world, heading east to tour the great cities of Europe and to see what the rest of the world has to offer him before he begins to take control of the family company.

Sam Jr. spends much of his time visiting the great and powerful, visiting the Kings and Queens of the European royalty.

The high society of the European elite was a dangerous place, or so Sam was told by his father. Leaving France and Germany behind, he felt the need to hire somebody guards for the rest of his trip. The son of a wealthy businessman could very well be a target for kidnappers or worse. As such, Sam hires two bodyguards in Prague in January of 1881 and heads through Germany and into Russia.

In a twist of fate, in March of 1881 Sam Jr is attending a parade in Moscow, there to see Czar Alexander II. In the middle of the parade, an explosion goes off just near the coach of the Czar himself. Sam Jr, flanked by his own body guards watches as one of his men a Russian native himself, dashes to the side of the stricken coach. Just as the Czar is about to emerge, a second blast goes off and is taken by the bodyguard. Sacrificing himself, Alexander II lives on to guide Russia.

Transition (1883-1899)

In late 1883 he returns home to California, Sam Jr’s time in Europe has changed him. Sam meets with his father, now 63, to make plans for the future. With the Elder Brannan spending more and more time at his estate, Sam Jr. is allowed direct control of the company.

One of Sam Jr first decisions is to take Brannan Industries into timber. After going through the vast, thick forests of Europe, Sam Jr. starts to take in interest in California’s booming logging industry. Sam begins to buy up land around the ‘Hume Lake’ and ‘Kings River’ area. By early 1888 The timber business has started to slow down, undeterred Sam continues to expand, buying up the failing logging company Kings River Lumber Company and expanding his timber holdings to almost 20,000 acres.

Sam the elder lost a HUGE amount of money on the Calistoga Railroad.

To both he and his son, they would be rather gun shy about trying to build another railroad on their own. For Kings County, Sam Jr would be using existing rail lines for his timber company there.

If anything, they might build a rail road line near Kern county for the purposes of brining in material for the cattle ranch, and exporting cattle to market. As far as something over seas. While Sam Jr would earn the favor of the Tsar, his eye is more toward bussines in the states.

In the year 1889 Brannan Industries was worth almost 20 million dollars. The company held numerous department stores in San Francisco and Sacramento, as well as several in Los Angeles and San Diego. It held properties all across the city in some of the most expensive neighborhoods. It also owned 2000 acres in the Kern County Cattle ranch, and over 20,000 acres in Kings River and Converse Basin. All of this had been built and bought through one man, Samuel Brannan. And on May 14, 1889, Samuel passed away at the age of 70.

All of San Francisco turns out for the death of one of its most important members. Samuel Brannan helped to put the city on the map; the man had all but started the Gold Rush and now the city mourns the great leaders passing.

All assets of the company are willed over to his Son, who takes full control over the huge Brannan industry. For the next five years, Sam consolidates his holdings and begins to trim the company. As of 1894 at 45 years, Sam has a family of his own, and has started to think of his own future and the future of his kids. In the spring of 1894 He decides to shut down his Timber operations, having never made much profit from them. He orders the halt of all logging, especially around the Converse Basin.

Sam considers it better to set the land aside for ‘future generations’. He decides not to sell the land to other loggers and hold onto the nearly 20,000 acres instead. The Kern County Cattle ranch however is doing quite well, exporting cattle and beef to states across the West. Sam decides to expand the ranch and buys up an additional 5000 acres of land in Kern County.

On Christmas night 1894 while attending a party at the famed San Francisco Cliff House a fire broke out and the house burned to the ground. Sam was caught in the flames trying to save the house's priceless register book and was badly burnt. As he fought his way out of the wreckage he swore he would never again let a fire get the better of him. After that incident, he and Adolph Sutro became good friends. Meeting often and discussing the future of the city.

In 1896, Adolph Sutro, who had once been a Mayor of the city and held millions from the gold rush, was now land rich but cash poor. Sam decides to help his friend and offers to purchases the lands around Mount Sutro with an eye for developing houses and public parkland around what is the largest hill in the city. Adolph agrees and dies just two years later, using the money from the purchase to settle his debts and offer something to give to his children.

In 1897 Sam also took stock of the various department stores across California. He orders the construction of “flagship stores” in several prominent areas of San Francisco, Sacramento, Los Angeles and San Diego. Inspired by huge stores in New York like MACY’s, Sam expands his most profitable stores into much larger buildings, expanding into the grocery and butcher business as well, selling his meat at a discount for all his stores.

1899 was a momentous time, both for the world as it approached the turning of the century, as well as Sam. In June of 1899, Oil was discovered on the Kern county ranch. At first Sam tries to start up his own oil company, as the oil will be worth more than the cattle ranch ever could. But at this time Standard Oil as at the height of power, and Sam is advised, rather than compete with such titans, to lease the oil fields to them instead.

Standard Oil pushes to try and outright buy the land from Sam for several weeks, but Sam stands firm, refusing several generous offers for purchasing the Kern Cattle Ranch. Ever the shrewd business man, Sam finally gets Standard Oil to agree to simply Lease the land from him. On top of this, he forces into the deal a clause that "should anything happen to Standard Oil, such as it being dissolved, the land would revert to Brannon Holdings."

Standard Oil agrees, after all, what could possibly happen to such a powerful company?

Into The Future (1900-1906)

It is the turn of the Century! The year 1900 and Sam Jr, at age 55, decides to take Brannan Industries ‘into the future.’ Purchasing a block of old store fronts at the corner of Stockton and Post St, Brannan plans the construction of a large eight story new headquarters for the company. After Sam’s experience back at the Cliff House fire, he orders extensive fire-fighting devices installed thorough out the new building as well as regular “fire drills” to be done once a week every Tuesday by the staff. He also installs an onsite water tank to allow the pumping of water should the mains ever break. The papers at the time make light of his somewhat overreaction to fire safety. Sam simply retorts, “I was almost burned once; I won’t be caught with my guard down again!”

With construction for the new offices underway, Sam feels it is time to take the company as a whole in a new direction as well. He decides it is time to start to patrician the company into a Corporation as he wishes to not have to be in direct control over such a massive industry. Putting himself as Chairmen, he reforms Brannan Industries into a new name “Crossroads Incorporated” As Sam says, “This Company from the start was always at the Crossroads of my life.”

Over the next year, as control of the company starts to be taken up by trusted board members, Sam finds himself with more time to pursue other goals. Through his love of nature and conservation, he starts to develop garden and park space around the edge of Mt. Sutro as well as paths to a private garden at the very top of the mountain. Ever the business man, he does charge a modest fee for those wishing to use the park, as well as leasing space for other would be merchants wishing to sell trinkets and food to the park goers.

In early 1901 Sam begins to consider yet another new direction for himself. After amassing so much wealth, he considers it is perhaps time to give some back. Like his father after renouncing the Mormon Church, Sam has never been very religious and made a point of not attending any of the local churches. He makes an announcement that he will do good ‘Because man should help fellow man, not because God commands it, but because it is the right and proper thing to do.” He decides to set up a foundation for giving funds to the needy and helping others.

Purchasing land at the corner of Green St and Jones St, he orders the construction of “Brannan Hall,” a museum and place of learning that he hopes to be the first of many. Like the new headquarters, the Museum too is installed with state of the art fire-fighting equipment. Sam, looking for a place to spend time away from the office, also orders construction of a personal ‘office’ attached to the museum which includes a bedroom, library, kitchen and other amenities. In time it becomes a home away from home and Sam often ends up spending nights there instead of going all the way home. Aside from the Museum Sam begins to donate money to schools, Libraries and Universities throughout San Francisco and the rest of California.

After three years of consolidating the new Corporation as well as setting up his foundation, Sam feels it is time to take a much overdue vacation across country. In the summer of 1903 he sets out across the nation to the east coast to visit New York and Washington. Sam makes several stops along the way, mostly looking for more markets to expand his department stores. He makes stops in towns in Nevada as well as Arizona, spending a few days in Prescott to buy land for future department stores.

Arriving in Washington, Sam Jr. takes time to meet with many lawmakers and representatives, and is granted a meeting with President Roosevelt. An ardent conservationist, Sam Jr. has often admired Roosevelt’s push for the preservation of America’s wild. He professes his past in the timber industry and having held on to the huge amount of land near Kings River, as a show of good faith, he offers half of the land to Roosevelt to be placed in the new national park service. Sam also makes a pledge to support ‘Teddy’ however many times he decides to run for President.

Heading north from DC, Sam Jr. spends a week visiting the huge city of New York and he becomes infatuated with the towering office buildings of down town. At a dinner at the Waldorf Astoria hotel, he meets George Boldt, owner and millionaire as well. George Invites Sam to view a ‘Castle’ he is building along the St. Lawrence River. The massive castle, already dubbed ‘Boldts Castel’ impresses Sam, and he jokes that someday he hopes he may have one just as grand.

Sam returns to New York and spends the winter at the Waldorf hotel, making business connections and enjoying the busy life of New York at the turn of the century. Also, Sam visits George Boldt and his family frequently as the Castle nears completion; going over for dinner and meeting with his family while chatting long into the evenings. On Christmas 1904 Sam offers a series of lavish gifts for both George and his beloved wife as a house warming present while spending Christmas with the Boldt family.

In January 1904 however, he hears that the wife of George Boldt has passed away. George, devastated at the loss, orders construction on the Castle halted. In his hour of need, Sam goes to him, urging Boldt to finish the Castle as a testament of his love for his wife and a lasting symbol. Boldt agrees and completes the castle, dedicating it to the memory of his late Wife.

As construction started again on the castle, Sam Jr. left for home and back to San Francisco. On returning home, Sam decides to purchase the famous “Cliff House”, now a massive ginger bread style Castle. He oversees some modifications to it, mostly ordering the installation of enhanced firefighting equipment and regular fire drills.