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In
1912, the Euclid Golf Club disbanded and migrated to the Shaker Heights and
Mayfield Country Clubs.
In addition to the residential development, the members had grown
tired of having only nine holes to play on Sunday, their favorite golfing
day.
In 1913 Barton R. Deming, who had been involved in real estate on
Cleveland’s East side since 1907, convinced Rockefeller to enter into a
purchase agreement with him that would enable the 141 acres to be developed
into a high-quality residential allotment. The deal they struck gave
Deming the rights to improve the property and sell it for home sites.
Deming would negotiate and oversee all improvements with the approval of
Rockefeller’s Abeyton Realty Company. Deming relied on Rockefeller’s
influence and prestige, as well as his bankroll, in gaining the cooperation
of the various improvement and utility companies, such as The East Ohio Gas
Company and The Cleveland Street Railroad Company, as evidenced by several
letters exchanged between the two parties.
Rockefeller considered Deming’s allotment plan very carefully. Others
had approached him about developing the golf links; however, his Abeyton
Realty Company had gained wisdom from both its own ventures and those of
other developers. Abeyton believed Calhoun’s Euclid Heights lots were
too large and impractical. Mr. Clarence C. Terrill, Manager of
Abeyton, said this of Barton Deming’s Euclid Golf proposal: “It offers a
medium between the large and extravagant allotment, like the [Euclid]
Heights Allotment [of Patrick Calhoun], and the smaller and cheaper of the
City allotments some of which are on the Heights.” He went on to say that,
“I think the proposed plat a good medium between this sort of a proposition
and the one of to [sic] small lots and inexpensive houses, a very practical
and salable size lots at a price within the reach of a man of ordinary
means, who could be interested in and afford to own a house and lot costing
ten thousand dollars.”
So, although Deming’s proposal contained some large lots (along the
boulevard), it also contained smaller lots for a more middle class owner.
Deming’s carefully planned allotment would both ensure the profitability of
the venture and the neighborhood’s design quality.
Competition from neighboring allotments and Patrick Calhoun’s bankruptcy
and subsequent sheriff sale of his remaining Euclid Heights property in
1914, negatively affected sales of Euclid Golf.
Because his cash flow did not enable Deming to make timely payments to
Rockefeller and he required additional loans for the necessary property
improvements, Deming was forced to renegotiate the terms of his agreement
with Rockefeller. In 1915 Deming secured an agreement to continue as the
sole agent for the development and sale of lots in Euclid Golf until July
31, 1920.
Deming paid $89,747 upfront, and Abeyton Realty agreed to invest up to
$320,000 in physical improvements such as gas, sewers, water, electricity,
paving, guttering, and curbing. Abeyton Realty also set a minimum
price on the lots, thus guaranteeing a minimum payment from Deming.
When Deming fulfilled all aspects of the contract, he was to be given a
warranty deed for the unsold remainder of the property in exchange for a
purchase mortgage of $430,000 or the balance of the purchase price then due.
Finally, on October 3, 1919 Deming received the mortgage deed for the
property for $463,158.40.
Following Garden City principles, Euclid Golf was designed to take
advantage of the natural beauty of its environment. As Deming said in
his very first Euclid Golf advertisement in Cleveland Town Topics:
“the natural beauty of this property suggests and demands the upbuilding of
a community of homes of refinement and character.”
The change in grade at the intersection of
Fairmount Boulevard
and Cedar Road forms a majestic entrance to the allotment. The gentle
curving side streets make the most of natural vantage points and add a
picturesque quality to the housing sites. A planted circle graces the
intersection of Ardleigh Drive and Fairmount Boulevard. Homes are
designed in a wide variety of eclectic American and European revival styles.
Yet, they blend harmoniously with the landscape and with each other due to
features such as high-quality, natural materials, uniform setbacks and
regulated investment levels. Garages and utility lines are generally
located behind the homes where they do not interfere with the garden-like
aesthetic. Deming worked to preserve many of the mature trees that
existed during the property’s golf course days, as early photographs
demonstrate. Additional street trees were planted to create a green canopy.
Seven deed restrictions spelled out setback requirements, minimum
construction costs, and prohibited uses in Euclid Golf. The first
specified that the house built had to be “exclusively for private dwelling
house purposes”. It also specified a minimum investment level and
defined the setback requirement, which varied according to where the house
was built within the allotment. Further, it specified that The B.R.
Deming Company must approve the plans and specifications for the house.
Deming hired the architectural firm Howell & Thomas to design a variety of
housing styles to fit the varied lots and sizes in Euclid Golf. These
model homes sought to set high standards while limiting the risk of
appearing arbitrary in enforcing the deed restriction.
The
second deed restriction dealt with the setback and minimum investment level
of garages and outbuildings. It also prohibited separate “water-closets”
because all lots were connected to the sewer system. The next restrictions
prohibited various undesirable uses of property: the third deed restriction
prohibited fences over three feet high and gave setback requirements for
permitted fences; the fourth restriction strictly prohibited undesirable
uses such as public entertainment houses, apartment houses, boarding-houses,
hotels, taverns, dance halls, or other resorts; the fifth restriction
prohibited the manufacture or sale of “spirituous, vinous or fermented
liquors”; and, the sixth restricted the use of advertising signs and devices
that would endanger or disturb the neighbors.
The seventh restriction seems to have been added later (the type is
slightly larger and appears to be from another typewriter) and required that
the landscaping be maintained in accordance with the standards set by the
B.R. Deming Company.
Thus, although the architectural style was not specified, Deming endeavored
to create a harmonious and beautiful neighborhood.
These restrictions were in force until May 1, 1950.
In several advertisements placed in the society weekly, Cleveland
Town Topics, Deming refers to the careful planning of the neighborhood
and the deed restrictions in order to assure prospective homeowners that
their investment would be safe. The strategy paid off handsomely, for
Deming was later able to boast that Euclid Golf was “the place more and more
Clevelanders of culture and refinement want to make their homes” and he
listed their names in his advertisements.
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