Mystery of the Missing Documentary: Chamber Touted City’s 50th Birthday

From 3,500 residents in 1937, La Mesa’s population amid World War II and postwar growth swelled nearly tenfold to more than 30,000 by 1962—most of it in the previous decade and with thousands of  young families in the burgeoning western and northern suburbs.

The original La Mesa Chamber of Commerce, having formed the same year as the city—1912—led the planning and promotion for the city’s Golden Anniversary. Unlike the weeklong celebration of 1937, the chamber’s committee looked to promote La Mesa for the entire year.   

Capitalizing of the recent success of the 1961 Northern Little League’s world title, the chamber’s Anniversary Committee identified La Mesa as the “City of Champions” for its 50th anniversary.   

One of the its activities in 1962 was a documentary film on La Mesa. Alas, while the La Mesa Historical Society has photos of production, it hasn’t been able to find the actual film.  [If you have any information on its whereabouts, please contact the Historical Society.]

In addition to promotional campaigns, the city and chamber also sponsored special celebratory events during the year. 

The 50th anniversary kickoff was the Founders Day Party held in the auditorium of the old La Mesa Grammar School on the city’s anniversary date of Feb. 16.

Of the estimated 150 attendees, some 100 were “old timers.”  The La Mesa Scout  identified these individuals through a campaign to contact all La Mesa residents still around from 1912.  

The focus of the Feb. 16 event was these “founders.” Golden Anniversary Chairman Lester Freeman served as the master of ceremonies and Ray Grable, son of initial town developer Sherman Grable, presented a historical lecture on the pioneers of the city back in 1912. Mayor Earl Logan followed by reading a resolution honoring the city pioneers and then rereading the city’s original incorporation papers.

The weekly La Mesa Scout awarded a $25 prize for the longest, and only surviving, original 1907 subscriber—Mrs. W.L. “Eva” Maxwell. 

Other Scout subscribers from 1912 included pioneers and pioneer family members Mr. and Mrs. Dan Snook, Mrs. J. M. Self, Mrs. E. C. Upp, Mrs. Byron Cannon, Donald McKinney, Mrs. Lester L. Freeman, Adolph Hinck and Mr. and Mrs. Sterling Smith.  The subscribers and other founders were treated to a three-tiered city “birthday” cake.

Many of La Mesa’s numerous service clubs also took part in showcasing the city’s community spirit during 1962.  The Kiwanis, Rotary, Optimists, Women’s Club, Women’s Exchange and Junior Chamber sponsored a 50th anniversary beautification campaign that planted more than 2,400 oleander plants along the city right of ways on Railroad (Nebo) Avenue, Lake Murray Boulevard and Fletcher Parkway.

The largest communitywide events were during the Fourth of July holiday. The Lake Murray Junior Women’s Club hosted a daylong “old fashioned” picnic at Eucalyptus Park.  Families were invited to enjoy entertainment of old-time music, dancing and games for the children.

That evening, the Optimist Club sponsored a three-hour fireworks and musical show at Helix High School.  An estimated 6,000 La Mesans crowded the Helix stadium to watch the fireworks displayed above the yet-to-be developed Eastridge hills. 

The Naval Training Center’s band played patriotic music. Other entertainment included clowns, a barbershop quartet, square dancers, a parade of antique cars and military vehicles, and the Helix Highlander marching bands.

The Chamber of Commerce followed up Fourth of July with its 50th anniversary banquet on Aug. 21 (the day in 1912 it was chartered).  The chamber held its celebration at the new Orange Tree Room in the Marston’s Department store (now Macy’s) at the less than a year-old Grossmont Center.

James Polak, the chamber’s newly installed president,  led the vote for the renewal of the chamber’s charter for another 50 years, and oversaw a presentation of the chamber’s history.  Real estate man and Mt. Helix developer Fred Hanson was honored as the longest standing chamber member, having joined in 1923. 

The highlight of the chamber banquet was the unveiling of its 32-page multicolor city promotional brochure and arrival and distribution of the 50th anniversary commemorative medals.  One thousand serialized silver medals were made as well as 2,500 less-expensive bronze versions. 

The double-sided medals featured the city’s recently updated seal that featured important La Mesa imagery such as “the sun, Mount Helix, avocados, oranges, an atomic symbol representing industry, crossed baseball bats for the Little League champions, a torch of knowledge, a caduceus (symbol of medicine referencing Grossmont Hospital), and palm and pine trees. 

The reverse side featured a Grecian goddess and the words “La Mesa Jewel of the Hills, 1912-1962, 50th anniversary.”

On Saturday, Nov. 24, 1962, the Anniversary Committee held the year’s last event, the Golden Ball—planned as the opportunity to thank all the sponsors and volunteers from the yearlong celebration. 

Planning and decorations for the fete were assigned to a committee of the women’s service clubs including representatives of the La Mesa Lioness Club, Lake Murray Junior Women’s Club, North La Mesa Women’s Club, La Mesa Women’s Club, Business and Professional Women’s Club of La Mesa, La Mesa Soroptomist Club, La Mesa Eastern Star and La Mesa American Legion Auxiliary.

The Golden Ball was held at the American Legion Hall.  Attendees included the Anniversary Committee along with the City Council and department heads as well as all past La Mesa mayors, councilmen and current mayors of adjacent cities.

After short presentations and acknowledgement of the VIPs, the group enjoyed dinner and dancing to music performed by Paul Rivino and his Orchestra.

The Scout noted that the Golden Ball was the “gala conclusion” to the year’s anniversary activities.

The chamber’s 50t Anniversary brochure included these visionary thoughts about La Mesa’s “Next Fifty” years:

The next fifty years are going to see a higher premium placed on La Mesa’s hills and valleys, on her clear, sweet air, on her moderate temperatures and sunny days, on her enviable location for work and play.  It is these many facets … real and intangible … that will enhance La Mesa as Jewel of the Hills.

How to Learn About the Centennial and Play a Part

For more information on the city’s centennial celebration plans for 2012—including how to become an official sponsor, make a donation or have a Centennial Committee member make a presentation to your group or organization on how to get involved—visit the city of La Mesa’s website atcityoflamesa.com/centennial; e-mail  LaMesa100@ci.la-mesa.com or call 619-667-1300.

The La Mesa Historical Society, meanwhile, is looking for historical photos and memorabilia for its archives, along with candidates and volunteers for oral history interviews.  The society is also interested in providing assistance in organizing your La Mesa organization’s archival collections. 

For more information on these centennial-inspired efforts, contact the society at lamesahistoricalsociety.com, e-mail information@lamesahistoricalsociety.com or call 619-466-0197.

Next month the last part of this series will present the story of the 75th Diamond Jubilee celebration of 1987.