Guide to the Frank McCarrier Tobacco Shop Journals Collection

History Notes for Francis “Frank” M. McCarrier, proprietor of McCarrier’s Tobacco and Cigar Store, 140 Pacific Ave.

Written by Renata McRee

Francis M. McCarrier, known as “Frank” McCarrier, was born in New York in 1873. Eventually he moved to California around 1906, settling in Santa Cruz where he would remain for twenty-seven years. Twenty-five of those years in Santa Cruz, were spent operating his business, the popular McCarrier Cigar Store at 140 Pacific Avenue (S.C. Evening News 6/1/1933). Open for business in 1916, Frank McCarrier’s store became well known not only for marketing the preferred and trendy La Cruz brand cigars, but also for manufacturing these Havana tobacco cigars as well, in a factory at his store (S.C. Evening News 5/13/1916 and 5/8/1922). McCarrier’s business also became well-liked for its crowd-pleasing soft drinks, such as the “La Cruz Special”, and was in vogue for its trendy club rooms, which became a favorite spot for young gentleman of the time (S.C.Evening News 8/25/1919, 8/5/1930, 1/2/1932).

Frank McCarrier was also a prominent figure in the community of Santa Cruz, active in both Santa Cruz clubs and recreational activities. He was a member of the Santa Cruz Lodge of Elks and the Santa Cruz Aerie of Eagles, making remarks at the twentieth Anniversary Meeting of the Eagles Club in 1924 (S.C. Evening News 3/3/1924). McCarrier was also involved in community recreational activities and charity events, serving as Umpire for the Exchange and Rotary Clubs Charity Baseball Game (S.C. Evening News 6/11/1926).

McCarrier’s cigar and tobacco store was not only a purveyor of in demand brands of cigars, McCarrier’s store also served as an office for other businesses. In 1921, with automobile tours gaining popularity, the Coast Scenic Auto Stage took up residence at Frank McCarrier’s Cigar Store, using space nearby on 142 Pacific Avenue as their office.  This Auto Stage shuttled Packard automobiles between Santa Cruz, Pacific Grove, Seaside, Del Monte and Monterey, among other areas, offering scenic tours throughout these areas (S.C. Evening News 5/28/1921). Eventually McCarrier would be able to take his own automobile trip. In 1925 he took a tour through the San Joaquin Valley with his wife Leona Holst, and daughter Helen. During this trip Frank McCarrier visited his brother Owen McCarrier of Visalia, whom was a Superintendent of the California Edison Company. Frank McCarrier’s trip resulted in great optimism for the prospects of Santa Cruz County as both a center of economic prosperity, and a hub of tourism and business alike (S.C. Evening News 4/13/1925).

McCarrier’s enthusiasm and optimism in Santa Cruz’s growing industry, is perhaps reflected in his involvement with the DeLaveaga Trust Oil Company (S.C. Evening News 9/9/1926). McCarrier was very active with the company, being one of thirty-five stockholders who promoted and sold stock in the company. During his lifetime McCarrier sold a total of $20,000 worth of stock for the Greater Santa Cruz Oil Company who financed the DeLaveaga oil well (S.C. Sentinel 6/1/1933). His involvement with the company was so recognized, that in 1925, Frank McCarrier was elected to a seat on the board of directors for the DeLaveaga Trust Oil Company, which was vacated by Mr. F.M. Garrison after Mr. Garrison became President of the company (S.C. Evening News 6/11/1926). McCarrier’s involvement with the company was so great that he was occasionally referred to as “one of the pioneers of the DeLaveaga oil drilling enterprise” (S.C. Evening News 6/11/1926). McCarrier was also a friend of Sheriff Howard Trafton whom was the first President of the DeLaveaga Oil Company (S.C. Sentinel 6/1/1933).

Eventually, illness and poor health forced Frank McCarrier to retire sometime around 1932. His shop changed hands to a Mr. W.W. Ellis who turned the store into a candy store as well as selling tobacco and cigars (S.C. Sentinel 1/2/1932). Frank McCarrier passed away peacefully at his home on 148 Locust Street, Mission Hill after having battled with heart trouble, during the afternoon of May 31^st 1933. He left behind a daughter Helen McCarrier, and his wife Luona Holst, great granddaughter of a pioneering family, the Halls. His brother Owen McCarrier of Visalia, and his sister Mrs. Margaret Barr of Sioux Falls, also survived him (S.C. Sentinel 6/1/1933). McCarrier’s store passed into the hands of Henry Radford who purchased the store from W.W. Ellis in January of 1932 and while maintaining the popular club rooms, Radford added a lunch counter and service for fountain drinks in the most modern and fashionable style (S.C. Sentinel 1/2/1932).

The following are newspaper articles related to Frank McCarrier and/or his tobacco shop.

Santa_Cruz_Evening_News__1_June_1933

Santa_Cruz_Evening_News__3_March_1924

Santa_Cruz_Evening_News__9_September_1925

Santa_Cruz_Evening_News__11_June_1926

Santa_Cruz_Evening_News__13_April_1925

Santa_Cruz_Evening_News__19_April_1916

Santa_Cruz_Sentinel__1_June_1933

Santa_Cruz_Sentinel__2_January_1932

SERIES I.  JOURNALS

SUBSERIES I.A.  Journal I, 1920-26
SUBSERIES I.B.  Journal II. 1921-24

SERIES II.  LEDGER

SERIES III.  INCOME TAX RECORDS

SUBSERIES III.A.  Income Record Book I, 1/1928 – 12/1928
SUBSERIES III.B.  Income Record Book II, 1/1927 – 12/1927

SERIES I.  JOURNALS

Two (2) Journals

Series Scope and Content Summary

This series consists of two (2) cloth bound books. Their identical binding bears the word Journal in fancy script surrounded by a nice decorative border. Inside are handwritten notes written by Frank McCarrier during the years 1920-1926. The notes are primarily on McCarrier’s personal and business expenses, bank account balance, merchandise purchased, and discounts given by retailers.

This series is divided into two subseries:

Subseries I.A. Journal I, 1920-26
Subseries II.B. Journal II, 1921-24

SUBSERIES I.A.  Journal I, 1920-26

One (1) Book

Subseries Scope and Content Summary

This subseries consists of one (1) cloth bound journal in a folder. This Journal is in fair condition with some possible water damage.   Weekly and daily Account balance, merchandise bought from retailers, and expenses paid are recorded on lined paper in blue, green, sepia or black ink.  Some examples of content include “General Cigar Discount $1.98” on 11/9/1920 and “Sales Credit, Accounts Receivable $9.00” on 3/2/1921. In this journal the handwriting changes around page 234 and some notes on what was eaten for Breakfast, Lunch, and diner and their caloric value and weight, are recorded until pg.239. This section is dated 1939.

Box ID #: Folder ID #

1: 1

SUBSERIES I.B.  Journal II. 1921-24

One (1) Book

Subseries Scope and Content Summary

This subseries consists of one (1) cloth bound journal in a folder. This journal is identical to Journal #1 in binding and is in fair condition with some water damage. Expenses, records of cash in, sales, and merchandise bought from various retailers are recorded weekly and daily in blue, red, green, and black ink for the years 1921-24.  This particular journal contains some charming practice of cursive handwriting and numbers by Helen McCarrier in October 1925 at the back of the journal, as well as practice signing her name.

Box ID #: Folder ID #

1: 2

SERIES II.  LEDGER

One (1) Book

Series Scope and Content Summary

This series consists of one (1) cloth bound ledger in a folder. The ledger is in poor condition with possible water damage and mold spots. However, the cover is intact and features an attractive design with a design of vines and intertwining knots. The Ledger spans the dates of 1918-1927 and records expenses paid, and extensive lists of businesses McCarrier appears to have done transactions with. At the front of the ledger are some tabs, A-Z that list companies such as “American Biscuit Co.” and “California Peanut Co.”  There are also individual pages of expenses with titles such as “California Restaurant 1918”, “San Vicente Lumber Co.”, “Riverside Cash Store” and “Jos. Rinaldo Cigar Co.” There is also a letter from Koeber-Holtum Co., inside as well as five receipts from the company. The letter is to Frank McCarrier and gives his account balance with Koeber-Holtum Tobacconists and Confectioners, noting credit, and amount owed for the year 1926. On pg. 24 there is a charming drawing of a pirate ship battle, likely drawn by one of the McCarrier children.

Box ID #: Folder ID #

1: 3

SERIES III.  INCOME TAX RECORDS

Two (2) Books

Series Scope and Content Summary

This series consists of two (2) Income Tax Record Books published by the Income Tax Record Book Co. in Denver, Colorado.  The books are in fair condition and contain records of business and personal expenses as well as yearly calculations of earnings and losses for McCarrier’s business.

This series is divided into two (2) subseries:

Subseries III.A.  Income Record Book I, 1/1928-12/1928
Subseries III.B.  Income Record Book II, 1/1927-12/1927

SUBSERIES III.A.  Income Record Book I, 1/1928 – 12/1928

One (1) Book

Subseries Scope and Content Summary

This subseries consists of one (1) Income Tax Record Book with a red and brown cloth cover bearing the title “Income Tax Record for Business Men”. This book has some water damage.  The book contains records of cash paid for merchandise, cash paid out for wages, and other, personal expenses such as “laundry” “coal”, and “ham, milk, bread”.  McCarrier also records what appears to be an inventory, and calculation of yearly expenses, receipts and losses of inventory towards the back of the book. Records are given for each week with daily expenses noted and also the overall total per week.  This book spans the time period from January 1928- December 1928.

Box ID#: Folder ID #

1: 4

SUBSERIES III.B.  Income Record Book II, 1/1927 – 12/1927

One (1) Book

Subseries Scope and Content Summary

This subseries consists of one (1) Income Tax Record Book with identical binding to Income Record Book # 1.  In this book McCarrier records expenses both business and personal, as well as tax deductions.  Some examples included cash paid out for “Rent to Wilson Bros. $125.00” and “Advertising $5.00”. The final page of the book has a total of yearly expenses with the title “Recapitulation Year” with three (3) receipts pasted inside.

Box ID #: Folder ID #

1:5