Valley Times from North Hollywood, California on May 1, 1956 · 5
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Valley Times from North Hollywood, California · 5

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North Hollywood, California
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Tuesday, May 1, 1956
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5
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-. , 1 4 b, I I ti a - I" I. 4t; A 11:13..' RV'''. ,,mattaupope ,, A, ,.' A: "P!:6,,16,711117"7" 7..'"' I ' qe , . otitios0 ' I i , . ,,. All . St4 A.' A 4110 Al ki.. . J rgomMilk,,,,sS, sl 1 i ..t,,0 alb, ,) ,, ie."'Oe r :1),. .1-01t 41 'IP ..4 ,-, ,,,.. , , 4,,,,, -- ;4;' A. .,.., , i t - ' I z- , i le i, j,,,,A, 7.4o-04- r-"N C I 62 fr a 41 le' r safeguards against decline. The old Plaza opposite Union Station had its day, got the old town going, declined as business and civic affairs moved away. Only now is It being rejuvenated and re. modeled, but as a state park. A peculiarity of the history of the new Plaza is why the old Plaza was developed first. This peculiarity is also grounded in the somewhat extraordinary priority given in the first place for many dozen of years to the Valley and not to central L.A. It was the San Fernando Valley which was 'elected as the site for a mission. The Valley was considered the better half in many respects. by the old Spanish Dons, too. But for various reasons It was easier to develop the L.A. central basin first and the old Plaza was Inaugurated beside Olvera street. Now development has burst forth almost in full bloom in the new Valley Plaza. At 46 per cent of the city's land space (212 of the city's 454 square miles), the Valley was, to the developers, once again Los Angeles' "better half." Realty Pioneer The original idea for Valley Plaza came to Bob Symonds in 1942. A pioneer realtor with 38 years' experience, in all phases of the business, Symonds had spent eight years in the old Hancock Park area. There he helped put together the Wilshire Miracle Mile. Then Symonds looked north. There he saw the possibility of something more fabulous than any boulevard. In 1942 Symonds was located at Laurel Canyon and Magnolia, where he was putting together Valley Village. Four years before the population spurt of 1945-46, Symonds saw that San Fernando Valley was becoming the fastest growing area of Los Angeles. Valley Plaza was selected almost immediately as the name befalls. It fitted in with the overall pattern Of the historical development of the old Los Angeles city otiotili4t P).2, A 00 oft 1 1 4, 401 4e. -. r, -; 0 DREAM BECOMES REALITY ,,41 Jt- This aerial view shows Valley Plaza, spreading over 100 acres, erected at a cost of $30,000,000, with a retail sales record of nearly $100,000,000 a year. Laurel Canyon boulevard is the palm-lined thoroughfare run .. By DR. JACKSON MAYERS Occidental Bank Economist . The following analysis of the amazing success of Valley Plaza as an outstanding shopping center was written by Dr. Jackson Mayers, Occidental Bank economist, from material gathered in a continuing study of growth and development factors. Valley Plaza, biggest regional shopping center in the San Fernando Valley and in all of Southern California after only a few years of existence, has the unusual distinction of possessing not one but three different birth dates. rt".?&', '''s-M"P'Z'1,01111 It was first visualized as a ;!: , .,-,,4(, .,,w,,, M,,,.0.,. :.: x f-,k bringing into the Valley of a center . ts,-,r,'' .g,' ' , :to. .. h,',:,'''t modeled after the original Plaza ?. ', ,i . .-.1. :: ,,: $ , of the old Pueblo of Los Angeles ,: y , , . . k and making this an L.A. "down-?:-... ..gi ., .1 town." ,., ) In 1942, a combination of various .,04 .- .....-:-. .: , proposals for transforming the ,,.,;,r . . - . .. entire an Fernando Valley Into a big city first took shape in the '41ty.,... f ,..:,e, mind of Bob Symonds, longtime '',:i., , . : 1 ::'. realtor and developer who after ;,',?;: ' ' . : . ' s:. f Akm.,,,, , .:e. helping put together the Wilshire $,,,r.:,,, -t -A, s . Miracle Mile proposed to produce t -i!,',:Je o ' en even greater miracle in the Valley. Then in 1951 a dream be- . '.:' 74' ,I .:' .: ' came a reality. i ' ?,' , ' ,,,..! t 1, . All In Few Years The difference is that this Plaza -, , d took only a few years to achieve t : , . distinction and to have built-in DOB SIMONDS Valley Plaza Developer over the hill..It took a full century for L.A. to move from a tiny village built amund the old Plaza to one of the leading cities of the world. Symonds saw the possibility of consummating in the Valley the same plaza-to-city development, but compressing it within a few short years. "Greatest City" Plan "We 'set out to build the world's greatest new city here, with a new Plaza at its heart, greater than the old." Symonds explains. That Valley Plaza has turned into a dream come true is evidenced by the remark Of one of the leading analysts of the Valley, who said: "Now that Valley Plaza has become such a big city central, the people themselves ought to change its name to Valley City. For the Valley has become a true city, and Plaza while it was the idea for this place actually is too small and local in conception to grasp what has been accomplished here." World War II blocked efforts for several years'to go ahead with an all-Valley city building project. For the next few years Symonds and his sister had assembled 52 acres of land at Victory and Laurel Canyon boulevards, Symonds turned to comPlete planning of a city-siie regional shopping center. Ile reasoned that you couldn't start everywhere to reorganize and make a city out of the Valley. Markets Started First the markets, then the drug stores, then the department stores and allied outlets Symonds recalls the phases he saw. Industry will follow, a point underscored so well by Walter J. Drunmark, general manager of the May Co., when he indicated that 'With a t glot, .- ow 't 4. ,,40, :04r- Nom- WI .mor :.o -;-1 - )4, k. 'solid shopping area established industry would come in next." , Laurel Canyon a a d Victory boulevards' were the junction point for 'north-south and east. west transportation flow. Sears' subsequent declaration that "the entire population of the Valley goes through our doors every month" was to prove the correctness of the selection. For Sears, in stating something about its own attractiveness to all Valley residents, was really establishing that Valley Plaza had become a permanent shopping center, drawing customers not merely from 'close-in residents but from all Valley towns and also Antelope Valley and Glendale. First With Idea Symonds and his associates were among the very first people in the entire region to have the idea that the Valley was really a ,city and needed city-size shopping facilities to service it. That is why the selection of every store that was to go into the projected main downtown was of the very best and finest of chains. Sears was a logical choice because of,- its national reputation, all - around aggressiveness, outstanding merchandising record. Symonds learned that the population center of Los Angeles was moving to the Valley. The latest figures bear this out strikingly: more than 95 per cent of the city's gain In population since 1950 came in the San Fernando Valley. The Valley which was but 7 per cent of the city's population in 1940 and 14 per cent in 1950 became more than 25 per cent of the city in 1956. Valley Plaza now began developing into stages that are known to more people than in its early planning. When requests for dozens of changes of zone were laid before the city in March 1949, Valley Plaza was at 45 acres. It extended a fullmile from Oxnard to Vanowen along Laurel Canyon and a short distance each way on Victory. Since 1949 the Plaza has spread along Victory. $20,000.000 Estimate.. I The first estimates of the cost of putting together the area's largest regional shopping center came to more than $20,000,000. Sears was listed early as the first "major department store" to enter. Three markets were sought from the beginning. Three drug stores were, too, A theater and bank, which became the Oecidental Commercial 'and Savings Bank, Were sought, Already a unique idea for Valley Plaza, beyond the now well-known "one-stop shopping" was born: Valley Plaza was to be "three deep competition," all stores being represented in triplicatethree drug, three market, three department and other stores. What makes a great shopping center, now at 100 acres and costing so far $30,000,000? Valley Plaza developers have searched and found thee answers: A good income, fast-rising population; excellent accessibility for private and public movementer that population: free and plentiful oft-street talking, now at 7,500 ears and I ISP -r, 0111. - ,., , 'r:' n 'I , , Offr V41, 'stt ,,,,,, 10111mMilolot.... 'norA' '44 itt OP ew 10 fling diagonally at the left. Victory boulevard extends across the picture in the upper center. Sears great store is shown in the center. Other markets and business enterprises extend downward to the left. Along Development Of Valley Plaza Brings Vast Market Center still growing: setback of stores from the street; attractive architecture and ultra -modern stores with one joined thought in mindservice and convenience; one-stop shopping that is truly complete "from peanuts to perambulators"; and three-deep comparison shopping. Anita Gordon Valley Plaza Mayor Choice Organized several years ago, the Valley Plaza Retail Merchants and Professional Association is one of the youngest and fastest growing in , the San Fernando 1 Valley, Already it has selected an honorary mayor, TV singer Anita Gordon, to be installed May 10; Jack Malin, of Weatherby Kayer Shoes, president; Frank Piazza, manager of Bond's, vice president; and Mrs. Pearl Winters, secretary. Most of the many dozens of stores in the Plaza are In the association affiliated with the North Hollywood Chamber of Commerce. While many Valley Plaza mer: chants indicate that there is a movement of business north and west in the Valley, nevertheless The level of co-operation is high. A Valley Plaza man, Harry Geyer, vice president of Occidental Commercial and Savings Bank, is president of the North Hollywood Chamber. Three leading' Valley Plaza merchants are on the board of directors of the chamber, in-eluding John Hawkins, manager of Sears. Miss Gordon, singer with Bandstand Review television program on KTLA, has been selected as the first Honorary Mayor of Valley Plaza. , .0 ANIIA ti01100,01 Miry Atn,or Elect NW ,.Ow , vfm ft if , ts' .)'''. :).t V 1 ,1 ''..':.1: .,..'71P.s:..:..).;relta,7 - :::.:AV ..;;;;. It :::.,.., .y."' :' -....' , .:''....,,.::::';ckl 41. N-- 71' .,::''..::Y. ',. . .. . . ''':,,::::e'.. .f. :P.01 - , ,- 4"'"'4 : II) ''.""'.: .' .1 PIC4 4 2. ...' , e itt ,r,: ,,,,,,- ,.. i 0, :, .,,, ,..0.. ,,:, .Y Of ACP: ' 0 ' 4.0C, N ftik, ,,,,... 16,a, 0 ' . ':,:, ''' 44 t 1,,,,. L. ,...., , , .:. ,,,,,,,, .: . ,,, ........, ,, , Pit....., ,, ' 0 1 .' 1, ..., , ft i 44"".Pwat.t, 11,,,,,,1 ,,.., .................,.....;;---4, .,--1.4.., ' c:,:::,,:-, 43, , , , VALLEY PLAZA , THRIV1NG'SHOPPING CENTER, ACHIEVES RECORD IN RETAIL SALES 0. 101.- , By RALPH ESC:1111'EL tAhopping Center Economist Valley Plaza at 1,039,000 square feet in ultra-modem stores is larger than Lakewood shopping center and is the largest regional shopping center In store space in Southern California. The 100- store still growing giant at Victory boulevard and Laurel Can. yon is also larger than any known contemplated centers in the county, This Information was compiled throurh Bob Symonds, developer of the Plaza, dozens of its merchants, city officials, Dr. Jackson Mayers, economist for the Occidental Commercial Savings Bank at the Plaza, and the Valley Times' Own continuing survry materials. Inquiries wet e made end data aRmbled in prepat at ion for Valley Plaza's coming fifth an. niversary. Still less than five years old it opened on Aug. 12, 1951, an historic day for the San Fernando ValleyValley Plaza is already fast closing in on the $100,000,- Hub Of Trading Zone Valley Plaza Shopping Center Is situated et the hub of an inner retail trading zone of five miles in all directions that has an PO-molted toptilstion of mote thRn 300,000 people es of 11,6. 000r0110020;00,0r111,VREINIMINIIPot.AWIMEIPWAI:17109.77r,rpollr;,,,, a w. ", C-) , i ,e I '41 Victory boulevard opposite Sears, are other banks, markets and businesses. May Company's huge store and the Naval Armory are important parts of this vast shopping area, which has risen from barren ace NEARS $100,000,000 MARK VALLEY PLAZA, 1947 Aerial photograph taken nine years ago shows vast undeveloped area which is today's Valley Plaza business center. Main road running vertically on the left side of the photograph is Laurel Canyon boulevard. Horizontal street which runs slightly above center in picture is Victory boulevard. Wide white area angling from top left to right nob a year total in retail sales. There are indications, professional shopping center analysts say, that Valley Plaza Is the largest "regional shopping center" on the Pacific coast and one of the three or four largest in the nation. The biggest to data is Northland, outside Detroit, Mich., at about 1,200,000 square feet. It is followed by Cross Country, at Roosevelt Field, Long Island, New York, with about 1,100,000 to 1,200,000 square feet. Lakewood le above the 700,000 square foot point and Is master planned to reach 1,000,000 square feet. But Valley Plaza is growing at a more rapid rate than any of them. It may be, these experts de-(lam, that in volume of sales, Valley Plaza is already second or third in the nation. The chances for,its becoming first in sales are growing daily. 1 The Plaza has brought considerable distinction and national attention to the San Fernando Valley. Not only have the largest and most Important retail outlets Inquired steadily about opening here but also major Insurance companies and top hotel interests have sought information on the possibilities of opening In San Fernando Valley. After a week's check, one chief field architert for a nationally known eoneern found this out about Valley rant: Valleyi Flara's May Co, is the largest! , , 104 VALLEY TIMES,- TUESDAY, MAY 1, 1956 0 ,, i i ii 7..; 4' , , . VP Survey. Of Sales Reveals Record By Valley Plaza I; 11 department store of outlying centers in the entire country, with the possible exception of J. L. Hudson's branch outside Detroit, by a few square feet. It is the largest regional shopping center to have two major department stores, Sears and May Co., of such huge size and such national standing. Selection of goods and completeness of stocks Is the greatest In Southern California region-shopping centers. And all this Lakes place within one mile. As developer Bob Symonds states: "Valley Plaza has something new to offer." Over one mileof store fronts will give the window shoppers a gala holiday whenever they visit the district." A regional shopping center, It is pointed out by an economist who has studied them, has to serve a population of at least 200,000 to 250,000 people, must have more than 500,000 square feet of selling space; at least one major department store of 200,000 square feet and more size, Navy First To Build United States Isinval Reserve Training Center wns the first building erected st Valley rinza. It wit constructed on a site stipplied the government by 1110 developers on 25-yenr enr. yenr $y nr. yenr. A. ? A af,,,,Ne.(401 age since the opening on August 12, 1951.Aerial photo by White's Studios, North Hollywood. center is the wash, now under consideration for extension of Hollywood Freeway. Large clump of trees bordering Victory boulevard and rear wash is farmhouse moved for construction of Alexander's market. ClurrT of trees shown to right of Laurel Canyon boulevard in center of photograph is site of today's Sears. .---Aerial photo from the Bob Symonds collection. and offer a heavy majority of national brand lines to its customers. All this Valley Plaza does, it was learned, and it does It to double the requirements. An ad- ditional need is for a regional shopping center to be completely pre-planned and architectually a unit.This, too, shopping center appraisers, report is the case. They find that "Valley Plan? is a true one-stop shopping cen ter." One writer says, "in fact Valley Plaza Kas an added distinction: It is a three-deep shopping center, Everything is here in threes. There are three vast supermarkets, three drug stores. A third department store is coming." The advertising power of the two "majors" (major department storesMay Co. at 452,000 square feet and Sears at 189,000) brings to the smaller merchants a huge reservoir of customers from all over the Valley, plus Antelope Valley and Glendale. This added "pull" of two Valley-wide advertisers is something new for Iregional shopping centers, and It has had a real effect on all stores In the center. The emergence of Valley Plaza means another thing, a city planner has said: "This is a big city type downtown, one of the real big city centers of the Valley. It is Valley Plaza that is pushing and pulling the whole San Fernando Valley to the city stage. We are all using the phrase 'a city within a city.' Valley Plaza is still the most important and certainly the first really basic indication of city level growth of this Valley as far back as its opening in 1951 Today the Plaza Is poised ta observe its fifth anniversary In a few short months. It will have good reason for celebtation. i S , 4 . s . . , , .. , ' . . k , ' I ' A 1 , , . ' . . . , , . , .. s e - VALLEY TIMES,- TUESDAY, MAY 1, 1956 0 5 . , ,,,,,, ,.,,,,,..,,..,..,,,11,,, , , . ,,,,i,,,,,aarripa,,,,,,,, ---,,, -;o;,,,,-r--a,,,,,,,,,,..,,,,,,,,,,ram,,,.,a,,,,,,,raa.,,,,,,,,,,,,,,,,,,,,,,,,.,,,,o,!,,,r,m,,,,,,,,r...,z,...,...,,.rrr.r-,, ,---,,z4le, - ", A.$,,,,..-,Aep 'Ilk- ,....';'-'10"--, , .,. -v..A., . ; . , of ,)t - la....:' 4 sp S A ,, ,,,,,i4,- :--- , P AO ,. ',, PO , ;,. ,,,P AFfAfre'pkt msto'ri '111 ''"'"111' ' ,, - : - I ' ' .....71,,,,, t -,,,, -fr '" . ,, ,' . ---t "' ' ' .,, ' , ft se , I '9! "--,' , , a esr . ss re I , , -- se, ' -10 leeeegol-4,, . , 0' , È '' . ' , f ) - A l' ' ' , . ..4C - , . t 0, - 04 ero', - , , 0,,,,.....4.... - .,,7';',.;; ' '' 0:1 , , , ,t, , r ' - , "0,-- N ,,,,' ,,,,, , , rf 41,1 : ,:.kr,,,, , , , -4 00.; is , se ..-....s. 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' ,- s ' s i . 0,291,,e's 1:;:' noes, : ::'s , .s- a .s-r-,: sss' ,ef . s ,' '' s' , :' .s.:s'e:. s ss. : ss,::,,e';' cs,' ) ,,,,,s,-es ' ..s"-"ssys.....,s. s, ' yea) ii,, .:, 1.. , s 4 I rd.rt ' .:'', 'Mk. ';',::,: :::n.:',!: ';': 440'"'"' '': ,'''' s ' 0 '' '':': rr ",' '',:,,' ' : .1' liff'.. g , 15! !,,',t4,:,..:.:,,..,1 , , .!.1": '' ',CZ' ': .: -4'.'. , . . ,r,... ., .. ., ,,,,. . ,. 7, ,, ,,,7,,;,,i' .4 ::::;::,,,,,:,04,-: t e:1414.,-;,,,,, .:::, , i.: .:;.1 :1 es, s s . - .se,s: 4';;..oH,,e r ...,., ., . , - , - t .-:,,,w, , , .4.:,4,,,,,':;,-,:,, .: so: ;.c. A.,:, : , ,,,. , o : - , . , 4: ,,-,. :, ',,,: ., 1 4,, ,: : 1 ,, 4d: ..:, ,..., , -,1 ,,,,:, -'l..z..,:::!. , :!::',, 0 :,,.. .,., t .--. ,,. ,.,,:- .1 7I ., 4t. t,,,, ....,..., ........, . -, , ,, . , . 0 . , , ,;:ratrit,,,,, : .. .4.,..3,.,,, ,, : , . , :n.,,, ,.,, , ,: IL,,,,,.,i,,...-4 ,,---1,,,,.:.- ', , :: :.,,:.,.,i, , . . . , VALLEY PLAZA, THRIVING' SHOPPING CENTER, ACHIEVES RECORD IN RETAIL SALES . This aerial view shows Valley Plaza, spreading over ningdiagonally at the left. Victory boulevard extends Victory boulevard opposite Sears, are other banks, age since the opening on August 12, 1951.Aerial 100 acres, erected at a cost of $30,000,000, with a retail across the picture in the upper center. Sears great markets and businesses. May Company's huge store photo by White's Studios, North Hollywood. sales record of nearly $100,000,000 a year. Laurel. Can- store is shown in the center. Other markets and busi- and the Naval Armory are important parts of this , yon boulevard is the palm-lined thoroughfare run- ness enterprises extend downward to the left. Along vast shopping area, which has risen from barren acte- . , , , , , DREAM BECOMES REALITY , , . , , '"I't.''''''rvAr-r'''''''A;;i,,,,,,b,--,''''''iz..Ir"'""'TT""..."--TI:r"A'I'''''xr;'!m:r.xtr,,,,,A.,7,---7omTt ,,, , , ..,,,,,,,,, "-, ,. ,,,,., ,,,,,,,, .,., ,, , '- , , ,-,.,,,,,,,,,,,,., ,,- :., , .,1' 'AISSO '' '.!'' ''' ''' ' ' a.;:vt '''''''''''S ''''' ' ,,siNfit ,f ,f,' ,. 4 4k,,..),' , , , , -.,, , , '4'1, . , f, , , , '''''''''-,"'"''''' 4"' ' ' l'''""k C'',,,,.??' ,P , . .:''''"4.4...- iss,,,,,,,s, 10 WI' "'S"''. se, "':, s., ' m r,s,:, , ss,:ssee,sesleseetessissis'S.ss ; eS4,, ,,...41itaatot.."...j4 4 -,,, es , ., ,, . , ii,,,,,,1.4 --- , .,:,,,,,p,,, ,,,-,,,,,,.,,, : ,;,-- ,AX.. , Development Of Valley Plaza ,,. , -.1.4., -kr , ' -;... SI 1,! 0$040.,,,,, ,.(de 4, . ,, , - , , i I '''r..kJI , e,r-. ,c, 41 4 ; , 1"trts ,, , ,r , , , I' if; $14311;'4".,,, ';41 "NIA 'th''''444 6 . 4,4' ei 'lc 71...'''''..,,, '- ,:"'"r"'-..-,. , ...71 :4 Vast Market' Center . ,,,4,,, ,,,,,,,,, z......,,,,,,,. Bnngs k . ,-,, ,, , ,,,..,,, , , , F 7 .7:: '' ( .,, r. , I , , ,, ,,,,,,.,,,,,;,........,,,r,,..,,,,,,,, ,: ,lbstrilaillie4:46,4A9rel .. . - 1.-" ' IL, ,stall : , , By DR. JACKSON MAYERS . solid shopping area established still growing; setback of stores ,i,,,,s 7,, . ,014,4, . .. ,,,,,., ,,, .. . A , 1, ssst Occidental Bank Economist industry would come in next." from the street; attractive , r . ,.., . -. - , ,.,,,. 4.,o - Laurel Canyon a n d Victory ; . .., . The following analysis of the amazing success of Valley , architecture and ultra -modern -,.,..r,' :.'" ,-ss. ' Ns. st s A ossss. ,., Plaza as an outstanding shopping. center was written by Dr . stores with one joined thought in ' - ''''s -"'",,-",s," s' sik ' ' es. s; s ' Jackson Mayers, Occidental Bank economist, from material boulevards' were the junction mind-service and conveniencr ; s.,,,,,,sse , s .., ,..s. ,.., --,----,--tess- o'se- -es .-,....:;,-,S",- , ... .4 , gathered in a continuing study of growth and development point for north south and east- one stop shopping that is truly factors. ' " west transportation flow. Sears' complete from peanuts to per- I 'es, se sss4'ess,..:', s' t '.., s''''',,''.. , se.' ..,,,,, A's ,(s., , , s ss , s Valley Plaza, biggest regional shopping center in the subsequent declaration that the ambulators"; and three-deep com-set -.......st'..''.4 Its : : . s, s s , San Fernando Valley and in all of Southern California entire population of the Valley parison shopping. ... s,... e s ;:s S: ,' S, 's' s'l s', - , ...- s , :ss s - through our doors every s e....s. s- , ,, ra0. .4 ,,, ,1. f : ..: , , 'k v after only a few years of existence, has the unusual dis goes i l' ' ''....'' j.': 11::1";'.':..;A l;:-.:';::;:,'- ..!..1 ..;. .'..:'''';.'i''!:'::, .i.,;:,,..l.;,:..7:.4.,, ':',::;, '',A. . unction of possessing not one but three different birth month" was to prove the correct- .0e'''''''' s ,,,,, s , : ss, sissess, le '4''''''--------s' :' Acom-4.,,:ttoorti":., r It was first visualized as a ,,71 ii-t, ,...p r: ,, - '- ::-..:,':,: -, dates. ' nita Gordon ,,, ,, ,,,.,,,,,:,,, ....,. n'ess of the selection. For Sears, in ....,,............se, . ss.ss,s,,..s..............,s. s sesessasess.....s.,s... , ';E,' sfSs-rsS-s4r7,tr""51117. - ss 1 1-i stating something about its own . , . s ss . , ,se s, ,. e- sets ss s s..s, bringi , ng into the Valley ol a center :, tsss'4,ss,..ks' C'e .: s.':''s' 's;s.7, A ' 2 -,4,1' !.!,, ,,...v, ' -.i'z:,',..,...ki.4,,Att -, : ' : ...''':.- .' :",: attractiveness to all Valley resi- 0 modeled after the original Plaza s. ;:, . , alley Plaza -; , ,,,, ,,,,,:,. ,, z,,,,,,,:,,.4,-,!.,,,,, ..t 1....,:k-'::4.'-' .. ::,,,,,.,:.: - dents, was really establishing that ' f , ; ;.-'; ,-4E',..' ,! :Y': ',-4,0,;44zi,3,!, 1,,, , ,.,.-,:',''',,,,,4A'?, of the old Pueblo of Los Angeles S''S,:'1: - , : : ,"!,.''s Valley Plaza had become a per- and making this an L.A. "down- 'es 4: : :,,,,,;: :, !,I,,r 1,, ' 1P'.'i 0, .4''''''t 't, ".1..t - , ":,t:!,;;, 'viqo'r- i,- ".' . . ' .,,,,,, .- 3' manent shopping center, drawing '''..01 'es' 'se . ,I, .41se si I SI ise stess te.i. , g sss ' Telk,,,r4- ", .'. '.,:s 'wets' . ,,,iss.k.,SSA' s.sois 's sees, , 1,,,,e, -,..T. ,. i. 744. !!' ' ' 4 N ik ,,,.,,,S, N., .4 . ."',-, , . , ,;:o.:i...,,,., '..i 1.1-1 t4:,: a,.. 00.--."--! : -:: customers not merely from I aYOr :. Choice ...,,,...:,,:,,,, , ,,,.,,;:,,, .,r, ., ,,., ,,.. ,., ,,,.t.t. 4 t ji 4" , ,q . .' :', 'f' . 1,V ; In 1942, a combination of various ss- : . . :': : ' clóse-in residents, but from all Val- ' ' i44'''-' 11-i .'4:''''1'",' '': ''''':'-' ' '' , 04estsesslesses.e.rstees s is ,!,,, m . . : ,,, ,,,c ,E. "-, ,,,,44 ,e:: ,.:,.-,,, ,,,,,,,,- proposals for transforming the : se'- :y.: :: s S ,, ley towns and also Antelope Valley 0,44,-.4 ss ' , entire San Fernando Valley Into ' ff.' :1' ,, :. : ' s 4 , and Glendale. ' Organized several years ImA ,,,s4x,w4,!g;::!;!,.,:T:,,:, . .:,:,.,r,, - er.-.. 1 tr ,,,i 1, 4',,j 1,.- . -,-,,,,,i.,x- - 4, ,-,,,,i, . ,,hi , p!,.4--.-,r.,x;, a,,,,....1 t -.---,4?. '4-ia,,a44--i. , .---v a big city first took shape in the i First ith Idea '';A'tses.: . ' ': ij' ,,,is , W . ago, the Valley Plaza Retail rk.,- ,,,:,.,.44,,.,1....,:.e r k I mind of Bob Symonds longtime s ;:,.,., :. N. ,...., I t .' ' ' ,. '4,11.6 I , 1: Agri ,414,..''' , etni ,41,6 ,44 11 i , ssss , , , : :,,,,,, .:: '' Lon, ,..31..,..14,1-ty14.0.!;44 Merchants and Professional 0-ww1,,,,, itr,, - '''''r ..,:,t. : ..:: ., ; , Symonds and his associates were realtor and developer who after s,,,. . s :::. - s . ::, ' s ' 460sasitiligs,44 .1.1.....tCaliesseerseiseraeriso;a 1,-.111r,ltste.41 helping put together the IVilshire e..s.,.. .: ,, among the very first people in the Association is one of the ''''l,'"'''''''r.,;47::N: . .,,-. .. entire region to have the idea that youngest and fastest grow- VALLEY PLAZA, 1947 Aerial photograph taken center is the wash, now under consideration for ex- Miracle Mile proposed to produce t: s.S,':,,issS'i. s: :: the Valley was really a .city and . . mg in the San Fernando nine years ago shows vast undeveloped area which is tension of Hollywood Freeway. Large clump of trees , an e fade. ven greater miracle in the ...S S'Ssys 1 . e ' . :': i needed city-size shopping today's Valley Plaza business center. Main road run- bordering Victory boulevard and car wash is farm- Valley Then in 1951 a dream be- . Already '- . ,! :"::',', ,,,.. ' s ' ' l: ties to service it That is why the Valley it has se , , S .. s s : ,: , SelqCtiOn. of ever'y store that was ning vertically on the left side of the photograph is house Moved for construction of Alexander's market. came a reality. 1 1 u lected an honorary mayor, ., ' i ,p. ,, ,j,, . to go into the projected main Laurel Canyon boulevard. Horizontal street which ClurrT of trees shown to right of Laurel Canyon boule- - All In Few Years downtown was of the very best TV singer Anita Gordon, to runs slightly above center in picture is Victory boule- Yard in center of photograph is site of today's Sears. The difference is that this Plaza ,i,Sc,,-,.: NS ::- and finest of chains. Sears was a be installed May 10; Jack Yard. Wide white area angling from top left to right ,Aerial photo from the Bob Symonds collection . took only a few years to achieve . ; , ti Lt ' logical choice because ofs ' its . MaIM of Weatherby Kayer Shoes,' :. national reputation, all around , distinction and to have built-in NEARS $100,000,000 MARK and offer a heavy majority of ' aggressiveness, outstanding mer- president; Frank Piazza, manager l ' safeguards against decline. The BOB SIMONDS chandising record. , of Bond's, vice president; and ' national brand lines to its cus- old Plaza opposite Union Station Valley Plaza Developer Symonds learned that the popu- ' ' tomers. All this Valley Plaza does, - had its day got the old town going, Mrs. Pearl Winters, secretary. lation center of Los striki Angeles ngly: was it was learned, and it does It to . a mod away. Oy mow is : , declined as business and civic over the hillsIt took a full century , Most i of e the many dozens of moving to the Valley. The la st test double the requirements. An ad- ", ffairs venl for L.A. to move from a tiny vil- Survey Of Sales Reveals , figures bear this out ores n th Plaza are in the ass o- ' , it being rejuvenated and re- lage built amund the old Plaza to more than 95 per cent o 1950 came Hf the city's elation affiliated with the North ditional need Is for a regional modeled, but as a state park. one of the leading cities of the , gain in population since ollywood Chamber of Commerce. shopping center to be completely .., A peculiarity of the history of world. Symonds saw the possibility While many Valley Plaza mer: in the San Fernando Valley. The pre-planned and architect a , ; , the was lod new Plaza is why the old Plaza of consummating in the Valley the unieThis, too, shopping center Valley which was but 7 r pe cent chants indicate that there is a Record By Valley- Plaza devepe first. This pecu- same 'plaza-to-city development, , of the city's population in 1940 and movement of business north and liarity is also grounded in the but compressing it within a few appraisers, report is the case. 14 per cent in 1950 became more west in the Valley, nevertheless . . . somewhat extraordinary priority short years. They find that "Valley Plane' 7 By RALPH ESQUIVEL 000 a year total in retail sales. department store of outlying ctn. . Is atrue one-stop shopping cen- , ' given in the first place for many "Greatest City" Plan than 25 per cent of the city in the level of co-operation is high. 1956. , A Valley Plaza man, limey Geyer, Shopping Center Eeonombit There are indications, professional ters in the entire country, with . dozen of years to the Valley and "We 'set out to build the world's Valley Plaza now began develop- vice president of Occidental Com shopping center analysts say, ,. ter. One vvriter says, "In fact . , mercia and Savings into stages that are known to not to central L.A. It was the San greatest new city here, with a l Bank, is Valley Plaza at q re r Possible exception J L. ing l'et39 ' t" 8-os that Valley Plaza Is the largest ' I e - - of . Valley Plaza has an added dis- Fernando V a l i e y which was new Plaza at its heart, greater more president of the North Hollywood feet in ultra-modern stores Is Hudson's branch outside Detroit, tinction: It is a three-deep ' people than in its early "regional shopping center" on the , selected as the site for a mission. than the old." Symonds explains, e n requests for Chamber. Three leading' Valley larger than Lakewood shopping Pacific coast and one of the by a few square feet. It is the shoppin center, Everything is The Valley was considered the That Valley Plaza has turned into planning. W It :.; dozens of changes of zone were Plaza enerchants are on the board center and is the largest regional three or four largest in the largest regional shopping center better half in many respects. by a dream come true is evidenced laid before the city in March,. of directors of the chamber, in- t . t nation. The biggest to date is h g ere in threes. There are three 'S t the old Spanish Dons, too. I by the remark Of one of the lead- 1949, Valley N shopping center in Nara was at 45 acres. eluding John Hawkins, manager Northland, outside Detroit, Mich., vast supermarkets, three drug s But for various reasons it was mg analysts of the Valley, who It extended a fuli'mile from Ox- of Sears. in Southern Californi s ore space to have wo major department a. The 100- at about 1.200,000 square feet. It stores, Sears and May Co ., of stores. A third department store ; . easier to develop the L.A. central said: "Now that Valley Plaza has tliss Gordon, singer with Band- store still growing giant at Vic- nerd to Vanowen along Laurel , basin first and the old Plaza was become such a big city central, stand Review television program is followed by Cross Country, at such huge size and such national il coming. . Canyon and a short distance each standing. tory boulevard and Laurel Can- Roosevelt Field, Long Island, standi .. , inaugurated beside Olvera street. the people themselves ought to w change its f th Ndevelopment has but r The adverti j sing power amen oe s ay on Victory. Since 1949 the on KTLA, has been selected As the , oW rs foth name to Valley City. Selection of goods and com - e Plaza has spread along Victory. first lionorary ?-layor of Valley yen is also larger than any New york, with about 1,100,000 to 1,200,000 square feet. Lake- two "majors Onaor deprtt - almost in full bloom in the new For the Valley has become a true Plaza. . . known contemplated centers in nees Of stocks is the great- $20,000,000 Estimate.. wood le above the 700,000 square P'ele ' stores-May Co. at 452,000 square - : Valley Plaza. At 46 per cent of the city, and Plaza while it was the . Plaza came to Bob Symonds in all-Valley city building project. 1 the county, foot point and is master planned est in Southern California region- The first estimates of the cost , - s t., , city's land space (212 of the city'y of feet and Sears at 189,000) brings s idea for this place actually is too : 1 putting together the area's , 'T.,,'' Fise,w'ses,v,;'''''ss This Information was compiled to reach 1,000,000 square feet. al shopping centers. And all this A . 454 square miles), tt4 Valley was, small and local in conception to , to the smaller merchants a huge largest regional shopping center 430,,,73. Fer'e throurh Bob Symonds, developer But Valley Plaza is growing at s t,' to the pe rasp develors, once again Los g what has been accomplished came to more than $20,000,000. lakes place within one mile. As reservoir of customers from all . a more rapid rate than any of ,, f ' ' "better half." ' here." ' , ' ''',-. of the Plaza, dozens of Its mer developer Bob Symonds states: over the Valley, plus Antelope Angeles , Sears was listed early as the first them. 0 Realty Pioneer World War II blocked efforts for .. chants, city officials, Dr. Jack- "Valley Plaza has something Valley and Glendale, This added 1 major department store" to Ry e, these experts e- n rn b h t d The original Idea for Valley several yearssto go ahead with an "pull" of two Valley-wide adver. enter. Three markets were sought son Mayers, economist for the ewe, s , ,s, 's.sss,.......-s,,,, second or Post.' new to offer." Over one milesof Users is something new for from the beginning. Three drug s .,,- Occidental Commerciel Savings Valley that In avlorieuandy store fronts will give the window ' 1912. A pioneer realtor with 38 For the next few years Symonds . regional shopping centers, and it stores were, too. A theater and Bank at the Plaza, and the Val. third in the nation. The chences shoppers a gala holiday when- -. I ,'ears' experience, in all phases of and his sister had assembled 52 hank, which became the Orel- hes had a real effect on all stores the business, Symonds her! spent. s forSts becoming first in sales are In the center. ever they visit the district." acres of land at Victory and dental Commercial 'and Savings 'ley Times' own continuing cur- growing daily. A regional shopping center, It ,s eight years in the old Hancock ...ss - es,s,.., vry materials. The emergence of Valley Plaza Park area. There he WPM put to- Laurel Canyon boulevards, Bank, were sought, The Plaza he brought eonsid- 'flied out by an economiet Already a unique idea for Valley sIliNiss see.4i , InqUirica were mede And dela Is Po means another thing, a city ble distinction and national who hss studied them hm to ), tether the Wilshire Miracle Mile. Symonds turned to comp Plaza , ss, Assembled in prepare t inn for mt , ' palmier 'has said: "This is a big beyond the now well-known , . s S d attention to the an FernAno serve a population of at least city type downtown, one of the Lee Valley Plaza's coming fifth an. Then Symonds looked north. planning of a city-size regional "one-stop shopping" was horn: , se '-;. 't Valley. Not only have the larg- 200,000 to 250.000 people, must real big city centers of the Val- - 'I There he saw the possibility of , ,.. N '' - -e' ' niversary. shopping center. Ile reasoned that Valley Plaza was to be "three "Q sOst:,),, s; ..J. ', something more start competition," fabulous than any ., Still less than five years old- est and most important retail have more than 500,000 square ley. It is Valley Plaza that is s. you couldn't sar everywhere to deep petition," all stores be- ,' 4 4, ,, , i 'f; boulevard. ) it opened on Aug. 12, 1951, an' outlets inquired steadily about feet of selling space; at lea. r pushing and pulling the whole i ing represented in triplicRte-three ,' , a. In 194'2 Symonds was located at reorganize and make a city out, k h d rt os ; s'eeee i sls sl historic day for the San Fernando i s s j I one major depertment store of drug, three mar et, t ree epa - a, open ng ere but also ma or n to - San Fernando Valley the city 1 : Laurel Canyon and Magnolia, of the Valley. 'I Valley-Valley Plaza is already 200,000 square feet and more size, stage. We are all Using the ment and other stores. ...e' - ' surance companies and top hotel - ''' '''' - '''' ts ' s fast closing in on the $100,000,- phrase 'a city within a city.' Val. ' 1 where he was putting together Markets Started 4' ,. Valley Village. Four years before Fl t h rs t e markets, then the drug What makes a great shopping s s. t ' center, now at 100 acres and cost- !'., s interests have sought Information ley Plaza is still the rnost im s." S'I the population sp Fernando stores, urt of 1945-46, . . , , on the possibilities of opening in Navy First To But id ' portent and certainly the first 4 '' Symonds Paw Otat San then the department stores ing so far $30,000,000? Valley es, s. , , Hub e "es Trading Zo rILID VT irao.ine San Fernando Valley. United States Naval Reserve really basic indication of city j'. - becoming 0 fastest end allied outlets - Symonds re- Plaza developers have searched -,. , t'ss...sc , ' Valley was ecom ng le : sss. . Valley Plaza Shopping Center Is After a week's check, one chief Training Center was the first level growth of this Valley es -I 1 growing area of Los Aneles calls the Industry g. phases he saw. y and found these answers: A good , IF , 'L building erected et Va ley P Rza. r 1 1 fa back as its opening in 19st i, situated at the hub of an inner field architeet for a nationally g population; ex- - ineome, fast-risin . Valley Plaza was ecieeted al- will follow, a point underscored so !retell trading zone of five l It Walt constructed on a site stip. Today the Plaza is poised to . , most immedietely se the name be- cellent accessibility for private .. zone ve - Ics known enneern found this out ' plied the government by 1110 de- observe lin fifth anniversary in well by Walter S. Brunmerk, gen- in all directions the hes lin PO. , 4 elms. It fitted in with the overall end public movementsof that popu- t Valley Pleze: Valley lyre-mem on a 25-veer !Prise at $1 a few short months. It will have 1 4 peen of the historira I deeeinp- ere! Manager of the MAy Co., teflon; free end pionfirtil Ott-strert . ANtre tiontsoel meted peptiletion of mot e thRn 11 non - good town for celebration. - 1 Merit of the old Los Angeles city when he indieeted that "with a poking, now et 7,500 ems and VRIley Pieta atesor Elect 300,000 people es of 114. , Fumes May Co , is the lergestsper emir. , . ,, t , , r, r A . v . , I 1 ' , ,P t ! , . . ..--, . ,, ., ,,.. , , .. , . , .- .. ,, , . , , ,

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