Second Generation Increases Fortune
July 1st, 1913
In every community there are men who take the lead in political, social and commercial life. The stranger visiting a town or city invariably inquires for these men for he knows that they are the men who are familiar with the conditions as they exist, and will be able to advise him in a wise manner.
If you should come to Susanville and ask the first man you met, “Who is the livest business man in town?” you would be told, “There are several, but I guess Ike Knoch is about the livest.” Investigation will prove that the first man you met was right.
Mr. Knoch has lived in Susanville all his life. He was born here and knows every man, woman and child in Lassen county.
His father came to Lassen county in 1864, carrying a stock of merchandise on his back. He started a small store, going to Oroville to purchase his goods from Geo. C. Perkins, afterwards United States senator.
Later Knoch, Sr., was taken to San Francisco by Mr. Perkins and his credit established so that he might purchase larger and a more complete stock. When the store was opened there were two other general stores, but within three years the store conducted by Mr. Knoch was the largest in the county.
The business prospered until Mr. Knoch retired to be succeeded by his son, Isaac Knoch.
I. Knoch conducted the business until last year, when he retired to attend to his other investments, and his time was fully occupied. He is the vice president of the Lassen Industrial bank, president of the Honey Lake Irrigation company, vice president of the Lassen Townsite company and has also large private interests.
He is at the present time improving a considerable tract of his city holdings by building modern bungalows for lease and rent.
Incidentally he is mechanically inclined, for he has just obtained a patent on a window shade fixture of great merit.
He occupies a beautiful residence on the best residence street in the town, and entertains largely. In person Mr. Knoch is of a quiet, unassuming nature, but with life and energy galore. He is the type of American business man which has made possible the wonderful development and growth characterizing the west.
That he has faith in the future of Lassen county goes without saying. He first saw the light of day here, his life interests have been with Lassen. His money, his home and his whole life are bound up in the future of the Honey Lake . He sows that he may reap. He is in the forefront of every activity for the public good, and lends his time and energy to the bringing about of progressive improvements.
With the future success of Lassen assured beyond the dreams of those early pioneers of which Mr. Knoch’s father was a prominent member, it is easy to predict that a great deal of the active development work will be headed by I. Knoch, a progressive business man.
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