Rancho Cucamonga in San Bernardino County, California — The American West (Pacific Coastal)

The Masi Brother's Winery

— The Vintners Walk —

Photographed by Levi Gonzalez, December 31, 2019

1. The Masi Brother's Winery Marker

Inscription. In many ways the Masi family represents the fulfillment of the American Dream for the millions of immigrants who came to the country in the early decades of this century. Jennie Cassara married Sebastian Masi in 1937, fifteen years after Jennie and her family had come to Los Angeles via Ellis Island, and years after Sebastian had come to California to work with his older brother Matteo. From the same very small town in Sicily, Piana de Greci, the couple's union resembled that of a traditional European relationship in which gender roles were rigidly defined and accepted. Moving to the Cucamonga valley after their marriage, the Masi couple soon saved enough to purchase the former Lafourcade store on the southwest corner of Route 66 (Foothill Boulevard) and Rochester Avenue. Jennie managed the store for years as she tended to the couple's two children, Matteo ("Jack") and Constance. Sebastian and brother Matteo had already acquired ten acres south of Foothill Boulevard on the east side of Rochester Avenue property. During the early war years, enjoying much success, Masi built a freestanding winery buiding facing Foothill Boulevard.

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This building has been preserved and incorporated into Masi Plaza, a multi-use commercial project developed by Jack Masi and Michael Scandiffio, located at the southwest corner of Foothill Boulevard and Rochester Avenue.

Until his death in 1982, Sebastian played an important role in the leadership of the small but thriving Italian vintners community in this part of eastern Cucamonga/western Etiwanda historically known as Rochester. He was instrumental in the founding of Sacred Heart Catholic Church in Etiwanda, as was a long-time member of the Ontario Elks Lodge, played a key role in establishing a lodge in Cucamonga.

Topics. This historical marker is listed in this topic list: Industry & Commerce.

Location. 34° 6.36′ N, 117° 32.803′ W. Marker is in Rancho Cucamonga, California, in San Bernardino County. It can be reached from Foothill Boulevard 0.1 miles west of Rochester Avenue, on the right when traveling east. Marker is just near the right of the entrance to Gen Korean BBQ restaurant, placed near the bust of Jennie Cassara-Masi. Touch for map. Marker is at or near this postal

Photographed by Craig Baker, June 12, 2020

2. The Masi Brother's Winery Marker

address: 11837 Foothill Boulevard, Rancho Cucamonga CA 91730, United States of America. Touch for directions.

Regionally, this marker is in Greater Los Angeles,

in the Inland Empire,

in the Peninsular Ranges,

and specifically in the Transverse Ranges.

It is also in the American Southwest.

Globally, it is in North America,

on the Ring of Fire,

on the Pacific Rim,

in the Western Hemisphere,

in the Western World,

and in the Anglosphere.

Historically, it finds itself in what was once New Spain

and also Mexico’s Alta California.

Other nearby markers. At least 8 other markers are within 2 miles of this marker, measured as the crow flies: From Vineyards to Cities (a few steps from this marker); Boom or Bust: Prohibition and the Great Depression (a few steps from this marker); Guasti and the Italian Vineyard Company (within shouting distance of this marker); Grapes in the Desert (within shouting distance of this marker); The First Vineyards (within shouting distance of this marker); The Lafourcade Family and its Winery (within shouting distance of this marker); The Vintners Walk (within shouting distance of this marker); Etiwanda Grape Products Company Site

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(approx. 1.2 miles away). Touch for a list and map of all markers in Rancho Cucamonga.

More about this marker. The marker is part of the Vintners Walk, which has a series of markers retelling the history of the area.

Related marker. Click here for another marker that is related to this marker.

Credits. This page was last revised on March 23, 2023. It was originally submitted on May 6, 2020, by Levi Gonzalez of Rancho Cucamonga, California. This page has been viewed 1,009 times since then and 79 times this year. Photos: 1. submitted on May 6, 2020, by Levi Gonzalez of Rancho Cucamonga, California. 2. submitted on June 12, 2020, by Craig Baker of Sylmar, California. • Syd Whittle was the editor who published this page.