William B. Gross wasn’t looking to build a community when he arrived in San Diego. The Pennsylvania-born theatrical agent and sometime actor wanted a peaceful place to retire — and an investment that might pay off.
A chance meeting with Ed Fletcher in Yellowstone in 1901 helped set that plan in motion. The two men struck up a friendship, and when Gross later visited San Diego, Fletcher took him on a three-day horse-and-buggy tour of the backcountry.
Fletcher knew of Villa Caro Ranch, a roughly 600-acre property developed by pharmaceutical businessman Harvey C. Parke. Available through foreclosure, the ranch included a Victorian house, outbuildings, and about 40 acres of citrus trees.
In 1902, Fletcher and Gross offered $11,500 for the property. Gross put up $5,750, while Fletcher financed his share through a loan.
Fletcher took the lead in developing the land. Gross brought something different to the partnership: connections in the theatrical world and an ambitious idea for the ranch’s future.
Gross’ background in the theater gave the idea a practical angle. Rather than simply selling lots, the partners hoped to attract people whose creative work would give the community character and distinction. The setting east of San Diego offered space and scenery, while Gross’ entertainment-world contacts gave them a potential network of artists who might be interested in settling there.
They envisioned an artists’ colony that could attract performers, musicians and writers seeking an inspiring place to live and work. The plan helped distinguish the development from an ordinary real estate venture, although the colony never became the tightly knit creative community its founders imagined.
Among the artists and literary figures associated with the colony were Ernestine Schumann-Heink, the celebrated operatic contralto; composer Carrie Jacobs Bond; pianist and composer Teresa Carreño; and Owen Wister, author of the Western novel “The Virginian.”
The artists’ colony gave the development a distinctive identity, but real estate ultimately proved the more enduring part of the enterprise.
In 1910, Fletcher filed a subdivision map for Grossmont Park, marking a new phase in the community’s development. According to local historical accounts, Fletcher’s sister, Bess, suggested the name Grossmont to honor her brother’s friend and business partner.
Gross also established a home of his own. Built in 1910 on El Granito Avenue, the Craftsman-style house reflected the residential vision taking shape on the former ranch.
The original ambition to create an artists’ haven never fully materialized. Still, the partnership between Gross and Fletcher helped transform a sprawling ranch into a residential community whose name preserved Gross’ contribution.
Gross had arrived seeking a quiet place to spend his retirement. Instead, his investment and his friendship with Fletcher helped give Grossmont its name and its place on the map.
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Sources:
- San Diego History Center, “God’s Garden,” by Kathleen Crawford.
- La Mesa History Center, “History of La Mesa Summary.”
- San Diego Yesterday, “Grossmont Beginnings.”
