The Chamber of Commerce Handbook for San Francisco

San Francisco, in preparation for the Panama–Pacific International Exposition.

In 1906, a devastating earthquake and subsequent series of fires destroyed approximately 80% of San Francisco’s buildings, leaving over half the city homeless. Municipal leaders knew that, in addition to a significant and rapid rebuilding effort, a monumental event could help improve public opinion of a city vying for preeminence on the West Coast. The opening of the Panama Canal presented the perfect catalyst, and in 1915 the Panama–Pacific International Exposition was held in the modern-day Marina district.

This fascinating official guidebook not only served to welcome tourists to the world’s fair, but also served as a carefully staged geopolitical advertisement to prove that San Francisco was no longer in ruins. Hundreds of pages offer an intimate look at a city risen from the ashes, with summaries of major attractions, comprehensive lists of traveler amenities, suggested walking tours, a historical sketch, photographs, and much more. A fold-out street plan offers a detailed look at the city; highlighting streetcar lines in red and pinpointing numerous locations of interest (including the grounds of the exposition).

The volume was written and compiled by Frank Morton Todd. Published in 1914 by the San Francisco Chamber of Commerce, under the direction of the Publicity Committee. Printed locally by the Phillips & Van Orden Company Press. The map was copyrighted by W. Bashford Smith and lithographed by Britton & Rey, Inc.