Richards won the respect of this insular and, yes, bigoted frontier town during the Civil War when he turned his household into a haven for runaway slaves. Half of the blacks in Santa Rosa in the 1860s lived with Johnny and Philamena Richards.
— LeBaron, Gaye. “Real Life Story of One Family's American Dream.” Santa Rosa Press Democrat, January 26, 1992.
From opening his first barbershop on Santa Rosa’s Second and Main Streets, John Richards would eventually build an empire that would include branches in Ukiah and Lakeport. While residing in Santa Rosa for nearly 22 years, John and Philena Richards thrived amidst the intolerant backdrop of this small, provincial town, accumulating substantial wealth and property across the county. Indeed, they are credited with founding the South Park area of Santa Rosa, a portion of the city still known to welcome recent immigrants and arrivals.