All of this is possible, in part, to George Masa, an ambitious Japanese immigrant whose photographs captured the beauty of Western North Carolina and its people throughout the 1920s and ’30s.

Masa was drawn to Asheville, inspired by the famed Vanderbilts, hoping to find his fortune. Unintentionally, he inspired wealthy patrons like them by becoming an avid mountaineer and documentarian. His arresting images helped convince philanthropists, politicians and community leaders to preserve what would become Great Smoky Mountains National Park in 1934.

Masa was born Shoji Endo in Osaka, Japan in 1881. A changing economy and industrialization prompted many Japanese to seek their fortunes outside of Japan, including Masa, who immigrated to the U.S. in 1901. He became known as George M. Iizuka and eventually adopted the name George Masa. Masa lived in San Francisco, then New Orleans, before making his way to Asheville in 1915 for a job at the newly opened Grove Park Inn. The Gilded Age mountain resort’s guest list included Industrialists like Henry Ford, inventors like Thomas Edison and notable authors such as F. Scott Fitzgerald.

Masa started in the laundry room, but advanced quickly and worked in guest-facing areas of the hotel. Photographs even indicate that he sometimes accompanied guests on outings. His fledgling interest in photography, which began in New Orleans, took off in Asheville.

His arresting images helped convince philanthropists, politicians and community leaders to preserve what would become Great Smoky Mountains National Park in 1934.

His portfolio included Grove Park Inn guests and promotional photos to increase tourism in Asheville. With aspirations of greater wealth, Masa left the Grove Park Inn to pursue more lucrative opportunities. However, he returned to Asheville and over a number of years, he opened two commercial photography studios and dabbled in filmmaking. His bustling studios drew impressive client lists of the most prominent entrepreneurs and families in Asheville. Although he worked extremely hard and was incredibly innovative, the wealth he chased never materialized. In time, he began spending more time outside the city. His destiny — and what he would be remembered and celebrated for — lay in the Appalachian mountains.

Capturing beauty and wonder

Today, we can appreciate the beauty of the Appalachian ranges and valleys, its breathtaking waterfalls and remote trails through Masa’s eyes. He would stake out a view for days and braved any weather condition just to capture the perfect shot at just the right moment. The volume of his work reflects a driving work ethic to capture beauty and wonder. He stood just 5-feet-2-inches tall and weighed not much more than 100 pounds. Yet, he hiked untold miles with a heavy 8-by-10-inch view camera with a wooden tripod on his back.

His work also documents the region before maps of the Appalachian Trail even existed. In fact, he became a cartographer, producing maps for miles of the North Carolina/Tennessee section of the trail. A former engineering student, he fabricated a contraption to measure exact distances. He removed the seat, frame and back wheel from a broken bicycle and attached an odometer to the handle bars, creating a “cyclometer.” With this, he could accurately record distances as he mapped routes.

Masa met the famed nature journalist Horace Kephart in the mid-1920s when Kephart hired him to take photos for a story he was writing for “National Geographic.” They became friends and collaborators, exploring, documenting and mapping what would become Great Smoky Mountains National Park. Kephart’s influential writing and Masa’s arresting photography convinced financiers and decision-makers — including John D. Rockefeller — that it must be preserved.