Moses and Ernest Cerf and the Wharves at San Luis Obispo Bay

Moses Cerf was instrumental in finding a solution to a problem merchants had in San Luis Obispo about how to efficiently receive goods and merchandise to stock their stores. In the early years, horse-drawn wagons brought goods in along El Camino Real or from ships that were able to unload along the coast. It would be many years before the railroad connected San Luis Obispo with points south (1894) and north (1901).

The first wharf at San Luis Obispo Bay was known as Mallagh’s Landing or Cave Landing. Built in 1860, the short wharf extended into the ocean from a beach at the foot of a bluff. Only small vessels could dock at there, and cargo was inconveniently hauled up and down the bluff by a freight elevator.

Pirates' Cove, once known as Mallagh's Landing or Cave Landing
(San Luis Obispo Bay is the bay behind the rocky outcrop)

In 1869, a group of local businessmen [I'm assuming Moses was part of this group] pooled their money with some ranchers and constructed the People’s Wharf. The new wharf extended 620 feet into the ocean, giving steamers and larger vessels a place to dock. An article appearing in the Tribune on September 6, 1869, reflected on the inauguration celebration.  “We … attended the inauguration of the People’s Wharf, held on the premises at the Wharf Company’s landing. We found assembled there about 200 persons of all ages and of both sexes; and we found a great abundance of good things provided at the Wharf Company’s expense. Mr. Landeker, the actuary of the company, presided, assisted by a large staff of persons, male and female. After inspecting the warehouses and wharf and indulging in the customary libations, to which end ample opportunity was offered, the (visitors) assisted in demolishing the multitude of good things provided and finished up the performances by an unlimited amount of dancing to the accompaniment of a band of music, provided for the occasion. Everything went off pleasantly, and the greatest good humor prevailed."

Newspaper ad for the People's Wharf

On January 1, 1870, a partnership agreement was drawn up to manage the receiving, warehousing, and delivery of freight at the People’s Wharf. Five groups of partners invested $2,708.44 per group. Some of the partners were from Santa Cruz. One of the groups was A. Blochman and Co., consisting of Abraham Blochman and Moses Cerf who together owned one-fifth of the partnership. John Harford would manage the wharf's operations.

On January 7, 1871, a deed was recorded showing John Harford conveying to himself, Abraham Blochman, Moses Cerf, Nathan Goldtree, Isaac Goldtree, J. N. Ingalls, William L. Beebee, and Louis Schwartz, forming the People's Wharf Company, a tract of tidelands comprising 5.44 acres for the sum of $425. No mention was made in the deed of a wharf.

Before long, the shipping business suffered from the recession that hit California, and the partners of the People’s Wharf began fighting. Abraham Blochman and Moses Cerf filed a lawsuit against Nathan Goldtree, Isaac Goldtree, J. J. Smith, John Harford, John N. Ingalls, William L. Beebee, and Louis Schwartz. The lawsuit claimed the partnership agreement was violated when a sailing vessel was prevented from docking at the People’s Wharf on October 10, 1870; when rates of wharfage and storage were wrongfully altered; and when the managing partner failed to keep accurate records. The court ordered the partnership dissolved and everything sold at public auction. The sale of the People’s Wharf included three warehouses, the tideland, tools, cars, and hand trucks. Abraham Blochman and Moses Cerf had the winning bid of $13,750 at the auction. The deed for the sale was dated November 30, 1872.

Two wharves competed against each other, each having contracts with different shipping lines. On February 28, 1873, Moses Cerf and A. Blochman bought Mallagh’s Landing, which included the wharf, tidelands (2.15 acres), a house, and warehouse for $3,000. On February 11, 1873, they had signed an agreement with David Mallagh, who would become the manager of both the People’s Wharf and Mallagh’s Landing. Mallagh would also move the house from Mallagh’s Wharf to a position near the People’s Wharf, living in a portion of the house and receiving $160 per month compensation. The arrangement was short-lived, however, as another agreement between the parties dated January 6, 1874, released Mallagh from his manager’s job.

Avila Beach Pier (which replaced the People's Wharf) and the town of Avila Beach

During southwest storms, strong waves prevented ships from docking at the People’s Wharf. To remedy the problem, John Harford began construction in 1872 of a third rival wharf called Port Harford in a more sheltered position nearby. Rocky bluffs at the end of Port Harford made unloading a problem, so a railroad line was laid along the pier and two miles beyond, allowing goods, especially lumber, to be transported more easily on railway flatcars powered by horses. Port Harford began operating in 1873 and was fully completed in 1875.

Further fortifying their position, Moses Cerf, A. Blochman, Nathan Goldtree and Isaac Goldtree [apparently there were no hard feelings after the lawsuit], purchased land on June 15, 1875, in the town of Avila Beach along San Luis Obispo Bay, which included the Bay Hotel next to the People’s Wharf, for $4,200.

Harford soon dropped his wharfage prices, and a fare war ensued. He had already started organizing plans to have a railroad track built between the end of his horse-drawn railway line and the city of San Luis Obispo. Meanwhile, a group of investors from San Francisco headed by Charles and Edwin Goodall (connected with the Pacific Coast Steamship Company) obtained legislation to construct a railway line between San Luis Obispo Bay and Santa Maria (eventually to Santa Barbara). Although the railroad line between San Luis Obispo and the Bay began successful operations on August 17, 1876, the railroad line to Santa Maria provided heavy competition. Caught in the middle of the steamship company and the railroad conglomerate, John Harford was pressured to sell his wharf business, reportedly to one of the Goodall brothers for $30,000 though I could not find any deed recording the sale.

What happened to the People's Wharf?  In 1878, the Tribune reported, "Marine phenomena. On Friday last (November 22) a tidal wave swept along this coast doing considerable damage to many of the landings.... The greater part of the old People's Wharf at Avila was carried away. This was not a very substantial affair, having been badly damaged last winter, since which time it has not been used and but partially repaired." On January 28, 1881, Moses Cerf and his partners sold the People’s Wharf, together with associated buildings, including the Bay Hotel, and 5.44 acres of water front, to Edwin Goodall of San Francisco for the sum of $1. Why $1, I don't know.

Port Harford survived the severe storms. With the further aid of a breakwater, Port Harford could allow docking in all types of weather. Ernest Cerf served on a committee in 1880 to petition Congress to fund a breakwater at the harbor. Unfortunately, this wasn’t approved at that time.

The Cerf brothers weren’t finished with owning property at San Luis Obispo Bay. On February 11, 1886, Ernest Cerf purchased lots in the little town of Avila Beach at an auction for $600.  And on May 9, 1887, he bought more lots in Avila Beach for $500.

Today, San Luis Obispo Bay has three piers: (1) Avila Beach Pier (built 400 feet east of the old People’s Wharf) for tourists and recreational fishing; (2) Harford Pier (also known as Port San Luis Pier) for commercial fishing boats (the excellent Olde Port Inn Restaurant is located near the end of Harford Pier); and (3) Cal Poly Pier for private university marine research.  The wharf at Mallagh’s Landing or Cave Landing is gone, and the site is now a clothing optional beach known as Pirates’ Cove.

The three piers, near to far, Avila Beach Pier, Cal Poly Pier, and Harford Pier with the buildings on the end.

References:

Agreements between A. Blochman, M. Cerf, and David P. Mallagh, February 11, 1873, and January 6, 1874, Marcel E. Cerf Collection, Bancroft Library, University of California, Berkeley.

Agreement between John Harford, Abraham Blochman, Moses Cerf, Nathan Goldtree, Isaac Goldtree, J. J. Smith, John N. Ingalls, William L. Beebee, and Louis Schwartz, January 1, 1870, Marcel E. Cerf Collection, Bancroft Library, University of California, Berkeley.

Angel, Myron. History of San Luis Obispo County, California, Oakland, CA: Thompson & West, 1883.

Abraham Blochman and Moses Cerf, Plaintiffs, vs. Nathan Goldtree, Isaac Goldtree, J. J. Smith, John Harford, John N. Ingalls, William L. Beebee, and Louis Schwartz, Defendants, District Court of the Fourth Judicial District of the State of California in and for the City and County of San Francisco, Marcel E. Cerf Collection, Bancroft Library, University of California, Berkeley.

Carpenter Index to Grantor/Grantee Databases, San Luis Obispo County Genealogical Society, http://www.slocgs.org/carpenter/.

Krieger, Daniel E., San Luis Obispo County: Looking Backward Into The Middle Kingdom, Northridge, CA: Windsor Publications, Inc., 1988.

La Vista, Volume 2, Number 4, San Luis Obispo: SLO County Historical Society, 1972.

San Luis Obispo County Deeds, SLO County Recorder’s Office, San Luis Obispo, CA.