A Misread of two Letters “N” and “i” – a Printer's Error
CONCHILLA
COACHELLA
The Rectors then set about laying a townsite on land owned by J. L. Rector. In this they had the help of C. E. Mawby and the backing of the Requa interests. A name had to be selected for the future town, and the suggestion was made that it be called Rector. However, Mr. Rector declined the honor and proposed the name of “Conchilla,” from the Spanish meaning of little shells, or "Land of the Little Shells" named for all of the little shells found in the area.
This name was agreed upon. The developers formally laid out the townsite in January 1901, and sent a prospectus to the printers, which was to announce the opening of the new town and the tremendous agricultural possibilities in the surrounding area. But the printers returned the prospectus with Conchilla spelled Coachella (misreading the letter “n” for an “a” and misreading the “i” as an “e”). Rather than delay their announcement, Mr. Rector and the others decided to accept the name, which was also adopted by the Valley.
When it was found out that Mr. Rector had struck water in that arid region, many men came from various places to inspect the result. Before him, large amounts of money had been expanded by several persons interested in the development of the section, but without success. By the well-directed efforts of Mr. Rector, irrigation was made possible and sturdy citizens were located on homesteads to which the prior rights had been forfeited by previous settlers, who on account of being unable to get water, had abandoned their claims.
Coachella’s First House, Produce Association and Pre-cooling Plant
Erecting an adobe house, Mr. Rector advertised the fact that he was prepared to locate settlers at a cost of $10 per filing. His time being well filled, and fresh in the minds of many pioneers of this region was the visit to the little adobe dwelling – the only habitation within a radius of many miles.
In 1902, Mr. Rector established and became president and manager of the Coachella Valley Produce Association, and shipped the first fruit ever raised in the Valley via train. In fact, for several years the entire crops of the Valley were distributed through this company. Three years later, after a very successful business, an ice plant was erected in connection with other interest and continued for several years. Ice was manufactured by the most modern methods and at a less cost than in almost any other part of Southern California.
In 1904, Mr. Rector built the first pre-cooling plant, and for a time it was the largest in existence as well as the finest. The company was organized as the Coachella Valley Refrigerating Company, of which Mr. Rector was the sole owner.
In 1905, the A.N. Towne Estate, under the Coachella Land & Water Company, caused the town to be platted, later selling out to Mr. Rector, who in turn sold to Strong & Dickinson. He, along with others, having previously installed a water system with over two miles of pipe and planted all the ornamental trees gracing the town, made it an attractive business opportunity.
Most of the land in the whole Valley passed through his hands. In 1911, he made the only hand-drawn map of the Valley. In addition to his holdings in the Valley, Mr. Rector had a home in Los Angeles.
He always maintained an active interest here until his death and acted as the town's unofficial mayor. Jason L. Rector had the satisfaction of seeing a well-organized town sprout out of the desert before he died on September 24, 1919, in Los Angeles.
