The Emperor Norton Trust

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

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Emperor Norton’s Residence, the Eureka Lodgings, Was Not Located (Exactly) Where You Think It Was

Over the last 25 years or so, a consensus has emerged among those attuned to San Francisco history — and particularly among Nortonophiles — that the former site of the Eureka Lodgings — where Emperor Norton is documented to have lived between 1864/1865 and his death in 1880 — is the privately owned public open space (POPOS) known as Empire Park, located at 642 Commercial Street between Montgomery and Kearny Streets.

That's been the consensus.

But, a careful analysis of two key bodies of evidence — (1) photographs of this stretch of Commercial Street taken between 1877 and 1906, and (2) Sanborn fire insurance and official San Francisco block (property) maps from the generation or two before and after the earthquake and fires of 1906 — reveal the Empire Park designation to be mistaken.

The Eureka Lodgings was located on Commercial Street between Montgomery and Kearny — just not on that site.

In the attached deeply researched and documented — and extensively illustrated — article, I provide:

1) Confirmation — for the first time, I believe — of the visual ID of the Eureka Lodgings building, using photographs from during and after Emperor Norton's lifetime. (Don’t miss the fabulous detail in these new hi-res scans from 1878, c.1892–94 and 1906 — worth the price of admission!)

2) A new location for the former site of the Eureka that better accords with the historical record.

It's a deep dive — so, pull up a chair!

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Recovering Emperor Norton’s 1861 Proclamation Against Privateering

In June 1861, Emperor Norton issued a Proclamation against privateering — which basically was state-sanctioned piracy.

Recently, we discovered — or, more accurately, recovered — an image of the Emperor’s handwritten manuscript of the Proclamation that was published in a tiny magazine of California history in 1956. The print copy of the relevant issue of the magazine is at the San Francisco Public Library and was scanned and added to the Internet Archive in 2014.

We’ve not yet been able to determine whether the Proclamation was published. What seems clear, though: The existence of the Proclamation flew under the radar between 1861 and 1956; the publication of the manuscript in 1956 made little or no impression; and the Proclamation has continued to fly under the radar for the nearly 70 years since.

We’re delighted to be able to bring it back to the surface now.

One reason why this Proclamation is of interest: It offers a possible clue for explaining the still-undocumented claim that Emperor Norton called for a “League of Nations.”

Also included in this article: Details about the pioneer San Francisco bookseller Jefferson Martenet (1826–1906), whose preservation of the Norton manuscript in a personal scrapbook made it possible for us to find the manuscript in 2022.

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Joshua Norton and the McAllister Brothers

The new HBO series The Gilded Age, from Downton Abbey creator and writer Julian Fellowes, is introducing a new generation to the historical figure of Ward McAllister. Famous for being an arbiter of New York’s “high society” of the 1860s–90s, McAllister used his list of “the 400” to advise Caroline Schermerhorn Astor a.k.a. “Mrs. Astor” on whom should be “in” and whom should be “out.”

But, before arriving in New York in 1858, Ward had spent the dawning years of the 1850s in San Francisco, where he lived in the same house with his older brother Hall McAllister, who arrived in the city in 1849 and remained until his death in 1888 — a period during he which he became of the most eminent and respected attorneys of his generation.

It’s very likely that, in the early 1850s, Joshua Norton — then at the height of his prosperity and influence — socialized with the brothers McAllister in their home, together with his friend Joseph Eastland, a founding partner of the company that went on to become PG&E.

In fact: It was Hall McAllister who — in 1853–54 — represented Joshua’s opponents in the rice affair.

It’s a fascinating set of connections that (a) reveals Joshua Norton to have been a guest — but never really a member — of a world of privilege and power that would become closed to him once his life took a different turn, even as it (b) shines new light on one member of that world who never forgot him.

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Bankrolling the Baker of the Emperor Norton Sourdough Snacks

Many crunchy-snack lovers who bought and enjoyed the Emperor Norton Original San Francisco Sourdough Snacks between 1982 and 2012 will have known little of the Emperor Norton story.

But, Norton initiates and non-initiates alike will know even less about who really made the Emperor Norton Sourdough Snacks possible — specifically: Who was the lead venture-capital investor in the product?

As it happens, the partners in the VC firm that led on the Emperor Norton snacks were fresh from having created and developed one of the best–known consumer products and brands in the United States.

Read on for a glimpse into the origin story of the Emperor Norton Sourdough Snacks.

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Emperor Norton's Friend the Butcher

There are many contemporaneous references to Emperor Norton’s associations with various people and places.

But, the Emperor was a public character. And, the accounts of his engagements with particular people mostly are accounts of conversations and sightings in public places: libraries, lecture halls, churches, saloons, parks, resorts, trains, ferries, streets.

Much rarer are eyewitness reports of Emperor Norton in more intimate settings, such as someone’s home.

Herein, a trace memoir of the Jewish friend who had the Emperor home for dinner on more than one occasion — and documentation of who the friend was.

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A Closer Look at an Emperor Norton Treasure Hunt Medallion

The Emperor Norton Treasure Hunts, produced by the San Francisco Chronicle between 1953 and 1962, loom large in modern Nortonian lore.

The central symbol and talisman of these treasure hunts is an elaborate 7” medallion. When winning competitors discovered and dug up a plastic version of this medallion, they were gifted with a keepsake bronze “original” that was struck by Shreve & Co., the legendary jeweler established in San Francisco in 1852.

But, it’s never been clear exactly what these medallions looked like — front and back — until now.

New close-up photographs of one of the original 1953 medallions is on the flip.

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San Francisco Rice Imports From Late 1852 to Early 1853 Point to Market Specifics of Joshua Norton’s Gambit

For years, the popular narrative of events leading up Joshua Norton's fateful rice contract of December 1852 has followed the claim of William Drury, in his 1986 biography of Emperor Norton, (1) that Joshua and his partners had connected to the only rice cargo in San Francisco harbor, and (2) that, before that, no rice had been arriving in the city at all.

But, this version of events is not reflected in the daily and weekly reports of rice cargoes that were published in the "Importations" column of the Daily Alta California, one of the city's leading newspapers during this period.

These reports show that the rice cargo that Joshua Norton & Co. contracted for was the largest shipment that had been seen in San Francisco in about a month — but not the only one. In fact, three rice shipments totaling well over 100 barrels had arrived over the previous 10 days. And, shipments of varying sizes had been coming in all along — generally three or four per week.

In other words: There had been a "slow flow" of rice coming in to the city — but not "no flow."

William Drury hyped the severity of the shortage for dramatic effect.

To illustrate the point, the following article includes, from the Daily Alta's "Importations" column, a comprehensive listing of rice cargoes arriving in San Francisco from September 1852 through January 1853 — the period from four months before Joshua Norton, on 22 December 1852, inked his deal with Ruiz, Hermanos, to buy their 200,000-lb. shipload until the Ruiz brothers sued him for non-payment and breach of contract on 21 January 1853.

To our knowledge, this is the first such listing that has been compiled and published in the context of Norton studies.

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Did San Francisco City Government Really Buy Emperor Norton a New Suit?

For nearly a century, one of the favored “chestnuts” served up in biographical accounts of Emperor Norton has been the claim that, when the Emperor’s uniform became tattered, the San Francisco Board of Supervisors — the City’s elected government — bought him a new one.

It now appears that this undocumented story may have gotten its start in a little book about the Emperor that was published in the late 1920s — nearly 50 years after his death.

But, during the period of Emperor Norton’s reign, 1859–1880, neither San Francisco’s newspapers nor the City’s own Municipal Reports have any record of such official government largesse.

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The Time Emperor Norton Lost His Platform But Kept His Dignity

What arguably is one of the most pivotal episodes in Emperor Norton's career has received scant attention.

In December 1870, the Emperor named the Black-owned Pacific Appeal newspaper his "weekly Imperial organ." From then until spring 1875, the Appeal and its editor, Peter Anderson, published some 250 of the Emperor's Proclamations.

But, in May 1875, the Appeal published a Proclamation in which Emperor Norton called out real estate developer Charles Peters for making false promises that were likely to bring harm to the unwitting immigrants who bought his lots in a swampy area at the southern tip of San Francisco that was being billed as Newark.

Peters sued Anderson for libel. Anderson retracted the Proclamation, throwing Emperor Norton under the bus in the process — and forbidding the Emperor from bringing the Appeal any more Proclamations. This is why published Proclamations from the Emperor become much more scarce from mid 1875 until his death in January 1880.

It appears that William Drury, in his 1986 biography of Emperor Norton, was the first to publish anything about this. But, apart from reproducing the offending Proclamation and an excerpt from Anderson's retraction, Drury has only a half-page's worth of sentences to spend on the affair.

In giving the matter such short shrift, Drury side-steps the most important questions: What could have prompted Peter Anderson to break with the Emperor in such a way? And, was Emperor Norton actually right about Charles Peters and his real estate scheme?

In short: Bill Drury leaves a big gap at the very point when big questions need answering.

Drawing on newspaper accounts from 1874–76, the following deep-dive seeks to close the gap and finds that Emperor Norton looks the best of all who were involved — in part, because he was utterly true to himself.

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Emperor Norton's Proclamations on the Chinese, 1868–1878

One of Emperor Norton’s most abiding concerns during his reign, 1859–1880, was the unjust treatment of the Chinese. For a period of more than a decade during the second half of his reign, the Emperor flagged his opposition to discrimination against the Chinese in the courts, the workplace and society — and to the physical violence that self-empowered demagogues and thugs on the West Coast meted out on Chinese during the 1860s and ‘70s.

Here, as a resource, are the published Proclamations of Emperor Norton on the Chinese that we’ve discovered so far — as they originally appeared in the papers of the Emperor’s time. There are thirteen Proclamations — plus a reference to a fourteenth.

Almost certainly, this is not an exhaustive list.
Many, many issues of newspapers from this period are lost. And, even for the many scanned issues that are included in the current digital databases, the limitations of optical character recognition (OCR) technology mean that even searches on obvious terms like “Norton,” “Emperor,” “Chinese” and “China” don’t produce every possible result.

We’ll continue to add to this list as new information comes to light.

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“A New State of Things?” A Pre-Imperial Proclamation from Joshua Norton in July 1859

On 5 July 1859, Joshua Norton took out a paid ad in the San Francisco Daily Evening Bulletin. The ad was a brief “Manifesto” addressed to the “Citizens of the Union.” It outlined in the broadest terms the national crisis as he saw it and suggested the imperative for action to address this crisis at the most basic level.

This was a little more than two months before Joshua issued his Proclamation — published in the same paper — declaring himself Emperor of the United States on 17 September 1859.

Together with what we already knew — that Joshua Norton continued to run business ads for nearly a year after his insolvency of August 1856; that the San Francisco directories of 1858 and possibly 1859 included listings for him...

The Manifesto is one of three additional pieces of evidence that Joshua Norton remained on the scene — and in San Francisco — in the period between his insolvency and his installation as Emperor.

One of these three traces is an historical “rescue” — reported by Allen Stanley Lane in his 1939 biography of Emperor Norton but apparently forgotten and possibly never documented before now.

The other two — including the Manifesto — are, we believe, discovered, documented and published here for the first time.

This new information should put to rest the conventional wisdom that Joshua Norton "disappeared" for X number of years only to "reemerge" fully transformed on a beatific day in September 1859.

No, there was a process and a path from fall to rise — from Point A to B.

These are three more of that path's public signposts.

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The Secret History of One of Emperor Norton's Favorite Free-Lunch Haunts

In his 1986 biography of Emperor Norton, William Drury leaned heavily into anecdotal stories forging an association between the Emperor and Martin & Horton’s, a saloon at the southeast corner of Montgomery and Clay Streets, San Francisco, that was known as a hub for editors and reporters — and also for having one of the better free-lunch counters.

But, it turns out that, in addition to Martin & Horton’s, the building on this corner — which was directly across Clay Street from where the Transamerica pyramid now stands — housed a second saloon — a spot that also was known for its good food and drink, and for catering to the journalists and writers who covered the Emperor in their papers.

Which begs the question: Was Emperor Norton a regular at one saloon? — the other? — or both?

Jumping off from a well-known photograph of the Montgomery and Clay building after it suffered a fire in November 1862, the following research documents in some detail the overlapping histories of these two saloons and their proprietors — whose businesses had space in two different buildings on this corner between 1854 and 1887.

It’s a fascinating story.

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The Emperor of Brooklyn, Part 2

In 2015, we published a piece, “The Emperor of Brooklyn,” about Emperor Norton’s connection to Brooklyn, Calif., an area southeast of Lake Merritt, in Oakland, that was an independent township from 1856 until it was annexed to Oakland in late 1872.

The main documentary evidence for this connection was a couple of Proclamations that were published in the San Francisco-based Pacific Appeal. The Emperor had designated the Appeal his as his “imperial gazette” in December 1870 — and, ultimately, the paper published some 250 of his Proclamations. But, these particular Proclamations were datelined “Brooklyn.”

It turns out that these and other Proclamations were published simultaneously — sometimes originally — in a short-lived Brooklyn weekly called the Brooklyn Home Journal and Alameda County Advertiser.

Read on to learn about this newspaper; exactly where it was located; Emperor Norton’s visits to the paper’s offices; and the respect the paper paid to the Emperor in 1872.

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Did Emperor Norton Really Live at the Eureka Lodgings on Commercial Street for 17 Years?

The received wisdom, since the time of Emperor Norton’s death in January 1880, has been that the Emperor lived at his final and most famous San Francisco residence — the Eureka Lodgings, at 624 Commercial Street between Montgomery and Kearny — “for seventeen years.”

That was the phrase that a number of San Francisco papers used in their obituaries and funeral notices. The most influential Norton biographers of the twentieth century extrapolated from this that the Emperor lived at the Eureka from 1863 to 1880. And, now, this claim is firmly ensconced as one of the most oft-invoked tenets of the biographical catechism of Norton I.

But, the directories of the period don’t support an 1863 arrival date.

Rather, they suggest that the Emperor might have taken up his room at the Eureka Lodgings as late as summer 1865.

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The Emperor Was Not Amused

Ostensibly, this is a piece about our recent discovery of a Proclamation in which Emperor Norton, in 1867, prohibited unauthorized stage depictions of himself.

But, a theater’s offending play and the Emperor’s response are the bread of the sandwich on offer here. The real meat is a brief history of the varied theatrical/“amusement” enterprises and their producers/impresarios that, over the course of a decade or so in the 1850s and ‘60s, occupied the second floor of the building where the play was staged — a building just around the corner from the Emperor’s imperial digs on Commercial Street in San Francisco.

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An 1875 Photo Captures the Flavor of the Street Adjacent to Emperor Norton's Publisher and Printer

Much of the relevant background is in the title.

The rare, fine-grained, wonderfully textured photograph, a stereoview, is by J.J. Reilly.

It's beautiful.

What's left is to get your bearings and see the view — which you can do by clicking below!

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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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Norton Sibling Exodus, 1838–1851

Published accounts of the young Joshua Norton living in South Africa in his 20s — including the accounts presented by Norton’s major biographers — more or less universally treat Joshua as though he were a romantic hero (or a loner) forging both (a) his views on religion and (b) his desire to leave South Africa within an hermetically sealed vacuum occupied by him, his parents and possibly his two nearest siblings, Louis and Philip.

In this interpretation, Joshua is the only sibling who is asked to answer for apparently having rejected the Jewish faith of his childhood as a young man. Louis, Philip and other siblings are given a pass, because they are regarded as having had an alibi: marrying a “Gentile” in a place where there were few Jews to choose from.

But, who’s to say that these siblings didn’t entitle themselves to marry outside the faith, in part because they, like Joshua, already were pulling away? Norton biographer Bill Drury even goes so far as to say that Joshua’s young adult mockery of Judaism was the first sign of his “madness.” But Drury doesn’t brand Joshua’s fraternal siblings, Louis and Philip, as “mad” for not marrying “a nice Jewish girl” and for getting baptized to boot.

In the following generation, most (all?) of the siblings’ children — presumably with the encouragement and blessing of their parents — were baptized and married by the Anglican Church. So, even if Joshua’s Jewish siblings initially “went Anglican” as “a marriage thing,” their assimilation into the Anglican tradition doesn’t appear to have ended there.

Too: In the prevailing interpretation, Joshua’s primary motivation for leaving South Africa is that his parents and his brothers, Louis and Philip, had died between 1846 and 1848, leaving unmarried Joshua to collect a big inheritance check and catch the first ship to San Francisco.

This wishful version of events falls apart, as soon as one realizes that Joshua’s father, John, was declared insolvent as early as 1844 — and that Joshua actually left Cape Town in late 1845, before his parents and brothers had died.

So, one has to look to other sources to help explain Joshua’s “moves” during this period.

One option — and where existing accounts fail — is to recognize that Joshua was one of a dozen siblings — several of whom, in the late 1830s and early 1840s, were hammering out their own attitudes and actions on “religion and travel” at the same time that Joshua was.

It stands to reason that Joshua was influenced by the choices his siblings were making in these areas. Perhaps Joshua and one or two of these siblings confided to one another about all this. A fully realized narrative of Joshua’s life during this period has to position him within this sibling dynamic.

The truth is that Joshua Norton was not the only one of his siblings who put some distance between themselves and the Jewish faith of their childhood — and who also got it together to leave South Africa.

He wasn’t even the first — or the last.

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Emperor Norton's Sister, Aficionado of Anemones

Pull up a chair for the fascinating and enigmatic story of Emperor Norton’s younger sister, Selina Jane.

Born on the Cape of Good Hope in 1824, when Joshua, the future Emperor, was 6 years old, Selina “married Scottish” and married well — twice.

Selina had moved to England by age 20. She had four daughters with her first husband, a MacLeod, living first in Kent, then near Glasgow, then back down in Devon.

Shortly after her first husband died, Selina married a Mackenzie, whose prominence as a Scottish lawyer brought her to Edinburgh.

Two years later, this second husband died. A few years after that, Selina moved from Edinburgh to the North Sea cloister of St. Andrews and was gone herself within a year or so — at 45. But, her three surviving daughters continued to live in, and next door to, the St. Andrews house for another 20 years.

Along the way, Selina in 1861 wrote and published a lovely, finely observed article about her sea anemones — whom she called her “drawing-room pets.”

The article — and many, many other details — are documented here thoroughly, if not very deeply.

It’s tantalizing evidence that makes me want to learn more of the Emperor’s little sister.

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The Latter-Day Twain-ification of an Early Theatrical Depiction of Emperor Norton

Emperor Norton biographer William Drury made the grandiose claim, in 1986, that the first theatrical depiction of Emperor Norton took place on 17 September 1861 — the second anniversary of the Emperor’s self-declaration in 1859 — and that this was the inaugural production of the theater itself, which opened on this date.

This isn’t true. And, that’s putting it mildly.

But, as born out by historical newspaper documents from 1860 and 1861 — probably getting their first truly public broadcast here — what is true is interesting on its own.

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