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The Central Tower Building 1424 4th Street Santa Monica, California City Landmark Assessment and Evaluation Report

Evaluation Report Photographs Parcel Map Sanborn Maps

Prepared for: City of Santa Monica Planning Division Prepared by: PCR Services Corporation Santa Monica, California February 2010

The Central Tower Building City Landmark Assessment and Evaluation Report

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The Central Tower Building 1424 4th Street City of Santa Monica APN: 4291-017-003 City Landmark Assessment and Evaluation

ENVIRONMENTAL SETTING

The subject property, the Central Tower Building, is situated on the west side of 4th Street between 4th Street to the east, 3rd Street to the west, Santa Monica Boulevard to the north, and Broadway to the south. The eight-story concrete frame commercial building is located in the Central Business District. The property encompasses Santa Monica Lots C, D, E, F, and G, Block 171, which is approximately 110 feet by 150 feet.

REGULATORY SETTING

The subject property has been identified and assessed under the City’s ongoing survey process on three previous occasions. The commercial building was first identified and recorded as part of the 1985-1986 Phase I survey process.1 The subject property was recommended eligible for the National Register as a contributor to the “Third Street District” and given a National Register of Historic Places (NRHP) status code of 5*/5D. The subject property was assessed again as part of the Historic Resources Inventory Update for the City of Santa Monica, Central Business District and Third Street Promenade in 1996.2 The National Register of Historic Places (NRHP) status code changed from 5*/5D to 5B1. The building remained an eligible local landmark and a contributor to the Central Business District.

ARCHITECTURAL DESCRIPTION

Constructed in 1929, the symmetrical Central Tower Building is designed in the Art Deco style. The irregular-shaped building is comprised of two-story store fronts along the west side of 4th Street with an eight-story central tower rising from the middle of the 4th Street facing volume. The Central Tower Building was constructed with a reinforced concrete frame with brick infill and finished with stucco. The building has a flat roof with a stylized Art Deco parapet on the two story sections, while the tower is stacked like a wedding cake for the top three floors. The eighth floor has a pyramidal stepped parapet while the sixth and seventh floor parapets include the termination of the decorative Art Deco style pilasters that rise vertically on all four elevations divided by smooth spandrels. The second floor parapets are topped with a narrow decorative coping above rows of vertically aligned Art Deco style raised decorative pilasters. Above the store fronts, the upper floors retain their original three-pane windows and metal frames. However, the original metal screening on the exterior of the storefront transom windows has been removed. 1 Phase I: Santa Monica Historic Resources Inventory, 1983. 2 Historic Resources Inventory Update for the City of Santa Monica, Central Business District and Third

Street Promenade, April 12, 1998.


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The symmetrical east elevation is divided into three parts: an eight story central tower flanked by two store front wings. The 6 storefronts on the first floor have largely been remodeled, although there appears to be two original store fronts at 1428 4th Street that retain the black-tiled store front base, black and white checkered flooring, windows, and recessed entrance. Above the store fronts a cast zig-zag motif divides the store fronts from the upper floors. The upper floor of the store front section has pairs of windows separated by decorative cast stucco.

The main entrance to the Central Tower Building is located within the recessed central bay beneath a stylized Art Deco pediment with “Central Tower 1424” Moderne signage which appears to have been added after the building was constructed. The recessed entrance has a travertine and marble floor, coffered ceiling, two Art Deco reliefs in the frieze, black tile knee walls, and a double wood door with side lights and transom window. Two store fronts flank the recessed entrance. Above the first floor are three pairs of windows. The third to fourth floors are divided into three bays on each elevation. The central bay is four windows wide, while the two side bays are each one window wide. There are cast stucco panel spandrels between the rows of four windows in the middle bay. The seventh and eighth floors are set back and stacked in a wedding cake design. The seventh floor has four windows and the eighth floor has three windows divided by cast stucco pilasters.

The rear (west) elevation has is comprised of the eight story tower, and a two and three story brick wall. The tower surface ornamentation on the rear is identical to the other elevations except for a metal fire stair attached to the exterior. The two-story brick wall section has several doors leading into the rear of the ground floor commercial spaces. Twelve–light industrial windows provide natural lighting to the ground and second floor spaces. It appears that one-story storage additions were added to the subject property during the 1930s.

CONSTRUCTION HISTORY AND ALTERATIONS

There are several building permits on record with the City of Santa Monica for the Central Tower building. On April 1, 1929, the contractor, J. Westley Forderer, filed for a building permit (Building Permit No. 2499) to construct an eight-story building for the addresses of 1422-1434 4th Street for 6 stores and 66 offices. Originally, the 150 foot by 80 foot and 102 foot high building was planned to cost $160,000 to erect. The building permit indicated the first floors were concrete, and the upper floors were steel and concrete; the two-story store front partitions were constructed with wood studs, and the tower partitions were gypsum board attached to wood framing. A fire escape located at the tower rear.

After the building was constructed, the building permits on file involved interior modifications, storefront alterations, and storefront signs. The majority of the first floor store fronts have been altered and contain little original fabric except for the store front at 1428 4th Street. The following table lists the completed building permits filed for the property from 1929 to 2006.3

3 City of Santa Monica, Department of Building and Safety.


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No. Date Address Owner Architect Contractor Description Valuation 2499 4/1/1929 1422-1434 4th St. Central Tower

Investment Corp Ltd Eugene Durfee

J Westley Forderer

Construct 8-story building

160,000

3126 9/16/1929 1428 4th St. Leo Smith F.E. Bowser Balcony and 4 Dressing

450

3279 11/1/1929 1422-36 4th St. Tower Investment Company

M. Eugene Durfee

C.L. Freeman Alterations for Dentist 400

3947 3/17/1931 1434 4th St. Central Tower Invest Co Hart and Petlry 1-rm Storeroom 200 4004 1/2/1932 1434 4th St. Central Tower Invest Co Hart and Petlry 1-rm Storeroom 200 4936 2/7/1933 Central Tower Invest Co Hart and Petlry Interior Alterations 700 B693 3/2/1934 1422 4th St. Tower Investment

Company Schimmer and

Wilberg 850

286 4/13/1935 1422 4th St. Interior Alterations 300 3334 3/5/1936 1432-34 4th St. Tower Company Fred Bobb Alteration for Fred A.

Bobb Tower Café 1,000

6517 7/20/1960 1422 4th St. Tower Investment Company

Schimmer and Wilberg

New storefront 1,500

B-468 4/3/1961 1434 4th St. Western Union C.W. Driver New Front 6 Portions 1,580 605 3/21/1951 1426 4th St. Central Tower Corp Day Labor Store Front 800 B15749 6/1/1954 1430 4th St. Leon Danon Installation of 18ft

Sign "Danon's Fine Shoes"

20

B16059 7/21/1954 1432 4th St. Verlaine Inc. Joseph Backle Restaurant and Cocktail Lounge, Install lunch counter in dining room

1,200

B24674 9/22/1958 1424 4th St. Milton H. Balch W.F. Wyatt Remove nonbearing partitions in offices 400 and 405

2,000

B25454 2/18/1959 1432 4th St. Molly Epstein Owner Cocktail Bar - Construct stairway and partitions

600


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No. Date Address Owner Architect Contractor Description Valuation B26938 10/22/1959 1432 4th St. Milton H. Balch Kool Vent

Awning of LA Inc

Install aluminum awning

450

B28392 7/20/1960 1432 4th St. Central Tower Building Dohrmann Hotel Supply

W F Wyatt New Equipment - countertops, booths, etc.

4,000

B29531 4/3/1961 1430 4th St. Mandarian Inn Santa Monica Neon

Neon Sign "Chopsuey"

100

B30207 8/9/1961 1432 4th St. Mandarian Inn Floodlite Services Inc.

Neon Sign "Mandarian Inn"

150

B31062 2/7/1962 1434 4th St. Western Union QRS Neon Group

Neon Sign "Western Union"

450

B31636 5/18/1962 1426 4th St. Seldens Lamps Local Neon Co Neon Sign

B31635 5/18/1962 1432 4th St. Madarian Inn Food Local Neon Co Neon Sign

B31631 5/18/1962 1432 4th St. Harvells Cocktails Local Neon Co Neon Sign

9668 2/11/1966 1424 4th St., Rm 302

R Steingal Frank E. Buino

Interior Alteration 3 Rooms

1,000

B19155 2/16/2006 1422 4th St. First Western Thrift and Loan

Santa Monica Neon

Neon Signs 450


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HISTORICAL BACKGROUND

Santa Monica

In 1875, the original townsite of Santa Monica was surveyed, including all the land extending from Colorado Street on the south to Montana on the north, and from 26th Street on the east to the Pacific Ocean on the west. Between 1893 and the 1920s, the community operated as a tourist attraction, visited mostly by wealthy patrons. Those areas located just outside of the incorporated city limits were semi-rural in setting and populated with scattered residences. Following the widespread acceptance of the automobile in the 1920s, Santa Monica experienced a significant building boom, with homes being constructed in the tracts north of Montana and east of Seventh Street for year-round residents.

The City’s commercial district was established between Wilshire and Colorado, at Second, Third, and Fourth Streets. Also in the 1920s, Santa Monica saw the arrival of large companies, such as Merle Norman Cosmetics and Douglas Aircraft. In the years immediately prior to America’s entry into World War II, Santa Monica’s development escalated as Douglas Aircraft received increasing numbers of government contracts. After the war, when Southern California was flooded with returning veterans and their families seeking homes, the demand for housing continued to be high in Santa Monica, and apartment construction in particular escalated.

The Central Tower Building and Vicinity

Beginning in the 1880s, the City’s commercial district included 2nd Street from Utah (Broadway) to about a half block north. During the following decade, 3rd Street became the city’s principal commercial street. The architecture of 3rd Street was primarily small-scale (one-story) brick vernacular commercial buildings. By 1888, a hotel and theater were built at the northeast corner of 3rd Street and Broadway. Within the next five years, two of the City’s three most architecturally distinctive commercial buildings of the period were built on 3rd Street: the Keller Block (Carroll H. Brown, architect) which is still extant at the southwest corner of Broadway; the Bank of Santa Monica Building (demolished) at the southeast corner of Santa Monica Boulevard; and the Whitworth Block (altered) at 1460 2nd Street.4

While 2nd and 3rd Street were the center of business in the early of the twentieth century, 4th Street was predominately residential. Between 1887 and 1918, Sanborn maps show the lots were occupied by two residential dwellings. It wasn’t until the 1920s that the 4th Street commercial district developed. Styles of the large-scale buildings constructed during the late 1920s were an expression of the popular architecture styles of the era, such as Art Deco and Churrigueresque. The notable Churrigueresque buildings constructed on 4th Street are 1433-37 4th Street (1927, Henry Hollwedel) and 1503-9 4th Street (1927, Eugene Durfee).5 The noteworthy Art Deco buildings constructed are 1330 4th Street (1929), The Central Tower Building, 1424 4th Street (1929, Eugene Durfee), and the Lido Hotel, 1447-57 4th Street

4 Santa Monica Historical Resources Inventory 1985-1986, Final Report, pp. 28-29. 5 City of Santa Monica. Historic Resources Inventory. Central Business District: Downtown. 1983, p. 1.


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(1931, Harbin F. Hunter).6 These extant commercial buildings represent the eclectic mix of commercial architecture popular in the 1920’s and associated with the commercial development patterns of Santa Monica.

The subject property was one of the grand buildings constructed during this decade. An article in The Santa Monica Evening Outlook, indicates that the formal dedication for the Central Tower Building, “the first skyscraper in Santa Monica,” was held on September 26, 1929 with a performance by the Santa Monica municipal band and floodlights positioned on the building.7 It was estimated that five to ten thousand people would view and participate in the open house. The Santa Monica Evening Outlook reported the Central Tower Building “has already done much to bring about the phenomenal rise on 4th Street, as one of Santa Monica’s greatest business thoroughfares, will be the center attraction.”8

Designed by M. Eugene Durfee, constructed by C.L. Freeman and J. Wesley Forder, and developed by the Central Tower Investment Company and A.P. Creel, the eight-story Central Tower Building with eleven stores on the ground floor and more than 70 offices within the tower was described as:

It is a thoroughly modern store and office building; the center portion being fifty feet wide and eight storied in height of steel frame, class A construction. Every modern office convenience is embodied in the new structure, including a high-speed electric elevator, water softener, mail chute, compressed air and shower bath.”9

The modern and technologically advanced Central Tower Building cost an estimated $500,000 to build.

Original occupants of the ground floor shops included Clarence Saunders, grocery; Tower Cafe; Grant Whale, linoleums, and William Schrodt, painting and decorating; Lee Smith Gown Shop; Brooks Suits and Overcoats; Clark Furniture Company; Russell Drapery Shop; Jadic’s Men Furnishings; Hines’ Flower Shop; Elite Shoe Rebuildings; and Tower Barber Shop. The offices were occupied by professionals including doctors, dentists, surgeons, specialty doctors, attorneys, jewelers, notaries, stenographers, and architects. There was a courtroom on the 2nd floor of the south wing that included seating for seventy-five, a judge’s chamber, jury room, clerk’s and secretary’s offices, and a constable’s room. Judge William R. Garrett presided over the court. During the 1940’s the building’s occupants remained predominantly professional.

Architect Morien Eugene Durfee

The architect of the Central Tower Building, Morien Eugene Durfee, was a significant Southern California architect in Santa Monica and Orange County during the 1920s and early twentieth century. He was born in 1885 in Chippewa Falls, Wisconsin, and moved to the

6 City of Santa Monica. Historic Resources Inventory. Central Business District: Downtown. 1983, p. 2. 7 Outlook, “Great Business Block on Fourth Street Completed,” September 25, 1929, pps. 1, 14. 8 Ibid. 9 Ibid.


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state of Washington in 1897 where he studied at the Y.M.C.A. night schools and the Scranton International School of Correspondence.10 At the age of eighteen he moved to San Francisco where worked at the architectural firm Shea & Shea while continuing his studies at the Humboldt Evening Technical School.11 Three years later he moved back to Seattle, Washington where he was employed at an unknown architectural firm and also lived in Victoria, B.C., for a brief period of time.12 After visiting his wife’s family in Southern California, Durfee was drawn to the California lifestyle and climate and relocated his family to Southern California in 1914. After living in Anaheim for five years, M. Eugene Durfee moved to Tucson, Arizona where he constructed many buildings, but shortly returned to California again in 1921.13 After the Central Tower Building opened in 1929 Eugene Durfee’s architecture practice was located in the building. M. Eugene Durfee practiced architecture in Los Angeles until his death in 1941.14

Eugene Durfee designed many commercial buildings around Southern California for prominent clients. Some of his notable buildings he designed in Santa Monica include the Georgian Hotel (Windemere Hotel), 1415 Ocean Avenue, and the Bay Builders Exchange Building, 1501-1509 4th Street. His other projects in Los Angeles included: the 925 Gayley Avenue Apartments, Westwood; Alician Court Theatre, Fullerton; Commercial and Savings Bank Building, Anaheim; First National Bank Building, Anaheim; Hotel Angelina, Anaheim; 202 Samuel Kreamer Building, Anaheim; and the First National Bank Building, Santa Ana.15 The Chapman Building, located at 110 Wilshire Avenue, Fullerton, was the largest building in Orange County at the time of its construction in 1923.16 Based upon research of existing buildings attributed to M. Eugene Durfee, it appears that he was a highly skilled regionally significant architect who practiced in the Spanish Colonial Revival and Art Deco styles. He adapted his architectural designs to the changing needs of his clients, local culture, and prevailing styles.

Contractor J. Westley Forderer

J. Westley Forderer was the contractor for the south wing and tower section of the Central Tower building. At the time the Central Tower building was constructed, J. Westley Forderer held an office in the Lincoln building in Los Angeles. Additional research in the Los Angeles Times did not yield any additional biographical information about the contractor.

10 “Builder of New Grand Theater and His Happy Family,” Douglas Daily Dispatch, January 22, 1919. 11 Ibid. 12 Ibid. 13 Nelson, Dan, letter to Jane K. Newell, City of Anaheim, June 17, 2002. 14 College of Architecture and Planning, University of Washington, Architect Database,

https://digital.lib.washington.edu/php/architect/record.phtml?type=architect&architectid=310. 15 “Financing for Hotel Complete,” Los Angeles Times, November 9, 1930, p. D5.; “Bay District Improvement

Pictured,” Los Angeles Times, November 9, 1930, p. D5.; “Lease Said to Presage New Unit,” Los Angeles Times, November 11, 1928, p. E1.; “Modern Hotel to Open Soon,” Los Angeles Times, March 2, 1924, p. D9.

16 “Retrospect LA,” Los Angeles Times, January 27 1985, p. K24.


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Contractor C.L. Freeman

Claude L. Freeman was the contractor of the north wing of the Central Tower Building. At the time Central Tower building construction, Claude L. Freeman held an office in the Santa Monica Arcade building.17 He worked with his father, William S. Freeman, who owned a construction company named W. S. Freeman and Sons. The Freemans were responsible for the construction of many notable residential and commercial properties in Santa Monica from 1910 to 1930. C.L. Freemans other notable commercial building included the Outlook Building.

During the 1920s, the Freemans participated in the design and/or construction of the following properties, among others, in Santa Monica:18

Number Street Original Owner Builder Architect Date 339 10th Street G.S. Storrs C.L. Freeman 1923 528 11th Street G.S. Storrs C.L. Freeman 1924 201 17th Street Orelia S. Bartley C.L. Freeman 1926 315 21st Street Louis Kreisl Louis Kreisl C.L. Freeman 1925 478 24th Street Alfred W. Morgan C.L. Freeman 1924 310 25th Street Mrs. M.E. Flowers C.L. Freeman 1924 625 25th Street C.L. Freeman C.L. Freeman 1925 526 Adelaide Drive Williard & Anna Morse C. L. Freeman 1926 305 Alta Avenue Mel Ule W.S. Freeman 1913 424 Alta Avenue Mrs. A.E. Jackson W.S. Freeman 1912 537 Alta Avenue M.E. Sayre C.L. Freeman 1923 603 Alta Avenue C.L. Freeman C.L. Freeman 1925 533 Fourth Street Louis Stark W.S. Freeman 1921 435 Georgina Avenue A.W. Morgan W.S. Freeman 1913 445 Georgina Avenue George Franklin W.S. Freeman 1919 608 Georgina Avenue Frank J. Wagner C.L. Freeman 1924 713 Georgina Avenue F.L. Randolph W.S. Freeman 1912 1837 La Mesa Drive Percy W. Rairden C.L. Freeman William Ache 1924 1936 La Mesa Drive O.J. Fehling C.L. Freeman 1926 2108 La Mesa Drive Gladys Silberman C.L. Freeman C.L. Freeman 1926 2153 La Mesa Drive C.L. Bundy C.L. Freeman John Byers 1925 2222 La Mesa Drive Mrs. Dorothy Rairden C.L. Freeman William Ache 1925 2803 Main Street C.L. Freeman 1931 725 Marguerita Avenue C.L. Freeman C.L. Freeman 1924 1810 Ocean Avenue Auto Club C.L. Freeman Carleton Winslow 1928 539 Palisades Avenue Alice A. Noel W.S. Freeman 1921

409 Santa Monica Boulevard W.R. Freeman 1922

506 Santa Monica Boulevard C.L. Freeman 1924

631 Santa Monica Boulevard C.L. Freeman Walter Moody 1924

555 Seventh Street J.R. Jones W.S. Freeman 1914 1343 Third Street E.H. Seaver C.L. Freeman 1926 530-34 Wilshire Boulevard C.L. Freeman Henry F. Withey 1928

17 Outlook, “Great Business Block on Fourth Street Completed,” September 25, 1929, pgs. 1, 14. 18 The information in the table was taken from the Phase II Survey. Santa Monica Historical Resources

Inventory: 1985-1986.


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ART DECO STYLE

The Central Tower Building is an excellent example of the Art Deco style. This style was introduced at the 1925 Exposition des Arts Decoratifs in Paris. Although the United States did not participate, the Exposition’s influence impacted building designs across the country through the end of World War II. The Art Deco style advocated the extensive use of applied decoration, in contrast to the Modernist Movement, which used abstraction instead of decoration. Art Deco designers believed that the applied decoration should be new in form, reflecting the character of the 20th century, rather than be based on classical precedent. The style was a "modernization" of many artistic styles and themes from the past. Stylized elements Eastern, Egyptian and Mayan influence were common. Also commonplace was ornamentation mirroring machine and automobile patterns and shapes, such as stylized gears and wheels, as well as stylized natural elements such as sunbursts and flowers. Art Deco buildings are characterized as simple geometric forms, with strong vertical emphases. This verticality is accomplished through the use of pyramidal or stepped roofs, towers, or by employing tall pylons. Art Deco buildings tended to incorporate the use of new materials, including steel, aluminum, terracotta and glass. Art Deco was the preferred style for the design of governmental buildings during the Depression.

The exterior of the Central Tower Building has many of the character-defining features of Art Deco architecture. The verticality of the pilasters, recessed spandrels, and the stylized parapets on the second, sixth, seventh, and eighth floors. The decorative patterns including the zig-zag styled ornamentation above the commercial storefronts and vertically aligned decorative pilasters are common details of the Art Deco style. Furthermore, the Central Tower Building’s façade is both balanced and hierarchical.

Art Deco Style Commercial Architecture

Art Deco style commercial architecture was relatively common in Santa Monica during its period of significance, dating from the late 1920s through the 1930s. There are two Art Deco style commercial buildings located on 4th Street in Santa Monica: 1330 4th Street (circa 1929, architect unknown), and the Lido Hotel, 1447-57 4th Street (1931, Harbin F. Hunter, architect). Additionally, 309 Wilshire Boulevard (1931, Irving Goodfellow, architect); Bay Cities Guaranty Building, 221-225 Santa Monica (1929, Walker and Eisen, architect); and 1441 3rd Street (1933, Norman Alpaugh, architect). The Central Tower Building, constructed in 1929, falls within the period of significance of Art Deco style architecture in Santa Monica.


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EVALUATION OF SIGNIFICANCE

Person(s) of Historical Importance

Investor Arthur P. Creel

Arthur P. Creel, the developer of the Central Tower Building, moved from Oklahoma to Santa Monica in 1920, where he worked as a real estate developer and businessman. His financial investments in Santa Monica contributed to the development of the 3rd Street Commercial District, and he was responsible for helping fund the construction of important Santa Monica buildings, including the Central Tower Building located at 1424 4th Street, the Bay Builders Exchange Building located at 1503-1509 4th Street, and the Georgian Hotel (Windemere Hotel) located at 1415 Ocean Avenue.19 He was an active member in the Santa Monica community serving as Santa Monica’s representative on the board of director’s of the Metropolitan Water District of Southern California, the president of Santa Monica Bay Realty, and director of the Santa Monica-Ocean Park Chamber of Commerce.20 No further information was found in regard to Arthur P. Creel that supports a level of significance sufficient to meet City Landmark criterion 9.36.100(a) (3).

In addition, review of city directories to identify the occupants of the Central Tower Building did not identify any persons of significant historical importance (see Appendix).

Statement of Other Significance

No other evidence was discovered in current research of the property to indicate other significance.

Is the structure representative of a style in the City that is no longer prevalent?

The subject property, located at 1503-1509 4th Street, is a distinctive local example of the Art Deco architectural style as applied to a commercial building by a notable regional architect, M. Eugene Durfee. The Central Tower Building is one of a few extant Art Deco buildings in Santa Monica’s Central Business District and is representative of a style in the city that is no longer prevalent. After reviewing the City’s Historic Resources Inventory and having conducted a windshield survey of the area, it appears that the Central Tower Building is an excellent example of an Art Deco style commercial building in the Central Business District. The Central Tower Building retains high integrity for a late 1920’s masonry commercial building in Santa Monica and exhibits high-quality Art Deco ornamentation including the vertically aligned pilasters, spandrels, and the stylized parapet, as well as the balanced symmetrical facades.

19 “Arthur P. Creel Dies of Stroke: Santa Monican, 54, was Water District Director and Leader in Business,”

Los Angeles Times, March 4, 1941, p. 13. 20 Ibid.


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Does the structure contribute to a potential historic district?

The subject property has been previously identified in the City’s Historic Resources Inventory (1985-1986 Phase I, 1994 Update, and the 1998 Update) as being a contributor to the Central Business District and still remains a district contributor.

CONCLUSION

In summary, based on current research and the above assessment, the property located at 1424 4th Street appears to meet several City of Santa Monica Landmark criteria. The property was evaluated according to statutory criteria as follows:

LANDMARK CRITERIA

9.36.100(a)(1) It exemplifies, symbolizes, or manifests elements of the cultural, social, economic, political or architectural history of the City.

The property appears to satisfy this criterion. In applying the City’s significance criteria for individual recognition as a potential City of Santa Monica Landmark the subject property appears to possess sufficient historical importance and architectural merit to warrant such designation. The Central Tower Building is a significant example of an architecturally distinctive, Art Deco style commercial building in Santa Monica. The subject property retains the majority of its primary character defining features on the exterior including its commercial use and layout; stacked tower; smooth stucco finish; original awning windows; and Art Deco ornamentation. Art Deco ornamentation includes the stylized parapets, zig-zag motifs, spandrels; and recessed entryway with a coffered ceiling and Art Deco reliefs. Furthermore, the subject property is significant for being an excellent example of an Art Deco mid-rise commercial building and it is one of the taller commercial buildings in the Central Business District.

In addition, the multi-use property significantly manifests the City’s early commercial developmental history. Constructed in 1929 at the end of Santa Monica’s building boom, the subject property was located on a prominent street in the City’s commercial core. The subject property was symbolic of Santa Monica’s economic stability and growth. The multi-use commercial building was occupied during the 1920s and 1930s by a variety of prominent professionals including physicans, architects, lawyers, judges, and city officials. The subject property meets this criterion.

9.36.100(a)(2) It has aesthetic or artistic interest or value, or other noteworthy interest or value.

The resource does not appear to meet this criterion. This Central Tower Building is an excellent example of the Art Deco style, but the sum of the Art Deco style features do not possess artistic or aesthetic value to be eligible under criterion 2.


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9.36.100(a)(3) It is identified with historic personages or with important events in local, state or national history.

The subject property does not appear to meet this criterion. Current research does not indicate that the building is identified with historic personages or with important events in local, state, or national history.

9.36.100(a)(4) It embodies distinguishing architectural characteristics valuable to a study of a period, style, method of construction, or the use of indigenous materials or craftsmanship, or is a unique or rare example of an architectural design, detail or historical type valuable to such a study.

The property appears to satisfy this criterion. The subject property is an excellent local example of the Art Deco style. The Central Tower Building incorporates the massing, roof form, verticality, organizational hierarchy, decorative details, and other signature trademarks associated with the Art Deco style. Additionally, because of its location, date of construction, historical use, and style the property is considered an uncommon example of its type. Further, the individual property and its surrounding setting retain a high level of integrity. Because it is a local and distinguished example of the style as applied to commercial buildings within the general area of the Central Business District in the original Santa Monica townsite, the subject property meets criterion 4.

9.36.100(a)(5) It is a significant or a representative example of the work or product of a notable builder, designer or architect.

The subject property appears eligible for local landmark designation under this criterion. M. Eugene Durfee was a notable local architect, who designed several important buildings in Santa Monica, including the subject property, Georgian Hotel (Windemere Hotel), 1415 Ocean Avenue, and the Bay Builder’s Exchange, 1503-1509 4th Street. The architect also designed buildings in Los Angeles and Orange County, including the 925 Gayley Avenue Apartments, Westwood; Alician Court Theatre, Fullerton; Commercial and Savings Bank Building, Anaheim; First National Bank Building, Anaheim; Hotel Angelina, Anaheim; 202 Samuel Kreamer Building, Anaheim; and the First National Bank Building, Santa Ana. Based on existing documentation and extant buildings designed by Eugene Durfee, the Central Tower Building is an excellent example of the relatively large scale, highly stylized buildings Durfee designed. Therefore, the Central Tower Building is eligible under this criterion as a rare and outstanding example of a notable architect’s work.

9.36.100(a)(6) It has a unique location, a singular physical characteristic, or is an established and familiar visual feature of a neighborhood, community or the City.

The subject property does not appear to satisfy this criterion. Although the Central Tower Building’s eight-story tower is a readily identifiable, prominent visual landmark in the heart of the Central Business District, the tower is not in a unique


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location and does not have singular physical characteristics worthy of designation under this criterion. Furthermore, the subject property’s tower is not easily visible from the pedestrian level along 4th Street because of the height of the trees, the narrowness of the street, and because the tower rises from the middle of the block, not the corner.


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BIBLIOGRAPHY

Anaheim Bulletin. “Death Claims ‘Gene’ Durfee: Former Prominent Anaheim Architect Is Summoned in Long Beach.” December 27, 1941.

California Historical Resource Status Codes.

College of Architecture and Planning, University of Washington, Architect Database,https://digital.lib.washington.edu/php/architect/record.phtml?type=architect&architcid=310

Douglas Daily Dispatch. “Builder of New Grand Theater and His Happy Family.” January 22, 1919.

Ellison, Betty, letter to Elizabeth Schultz, Trustee, Anaheim Public Library, August 17, 1977.

Gabriel, Louise B. Images of America: Early Santa Monica. Charleston, SC: Arcadia Publishing, 2006.

Gebhard, Davis and Robert Winter. An Architectural Guide to Los Angeles. Salt Lake City: Gibbs Smith Publisher, 2003, p. 60.

Los Angeles Times. “Work on Eight-Story Central Tower Building Begins.” April 14, 1929, p. E2.

Los Angeles Times. “Santa Monica’s Tower Building Will Open Soon.” September 22, 1929, p. D2.

Nelson, Dan, letter to Jane K. Newell, City of Anaheim, June 17, 2002.

“Obituary 1 -- No Title.” Los Angeles Times. October 14, 1938, pg. 13.

Santa Monica Historical Resources Inventory 1985-86 Final Report.

Santa Monica Historical Resources Inventory Phase 3 Final Report.

Santa Monica Historic Resources Inventory Update, September 1995.

Online Property Information System-City of Santa Monica GIS.

The Santa Monica Community Books. (all editions).

Santa Monica Building and Safety Department. Building Permits.

The Santa Monica Blue Book. (all editions).

The City of Santa Monica Cross Reference Directory.


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The Santa Monica City Directory.

Santa Monica Evening Outlook. “Great Business Block on Fourth Street Completed.” September 25, 1929.

Santa Monica Evening Outlook. “Santa Monica’s Newest and Finest Café Welcomes You.” September 22, 1929.

Santa Monica Mirror. “Landmarks and Treasures XXXI: Central Tower Building: Moderne Exemplified.” August 21 – 27, 2005, p. 13.

National Park Service. National Register Bulletin: How to Apply the National Register Criteria for Evaluation. Washington DC: U.S. Dept. of the Interior, National Park Service, Interagency Resources Division, 1990.

Sanborn Fire Insurance Maps, City of Santa Monica.

“Who’s Who in Los Angeles: 1925-1926,” p. 209.


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SANTA MONICA DIRECTORY RESEARCH THE CENTRAL TOWER BUILDING, 1424 4TH STREET

Year Address Suite Occupant

1930-31 1410 Cheek Alex barber Rucker J W shoe shiner Ragsdale J K beauty Donahue G E cigars 1412 Hiddes M F shoe 1414 Hines G E Florist 1416 Russell T F Draperies 1418-1420 Clarke Furn Co 1422 Brooks Clothing Co 1426 Jadic’s Men’s Shop men’s furn 1428 Lee-Smith Shop the ladies’ clo 1430 Whale G O linoleum 1432 Bobb F A restr 1434 Saunders Clarence gro 200 Metropolitan Life Insurance Co 208 Woods E J Physiotherapy 210 Weaver A C phys 214 Mayhew A B Dentist 215 Moore G E pub acct 222 Bay Building Maintenance Co 222-23 Glenn J O phys 225 Armitage F W real est Pattison M M ins 226 Kneen and Austin Paving Contrs 227 Ruffing Aria B beauty shop 234 Garrett W R Justice of the Peace 300 Sturdevant H F orthodontist 302-304 Tucker Hunter Dulin & Co bonds 303 Jamison W F dentist 305 Kalichman Geo phys 400 Conover G D phys 402 Bernard Curtis phys Turnball J W phys 405 McFadden C A dentist 407 Bounetheau H C Mrs Clinical Labty 500 Ballad C H phys 503 Dickinson C S dentist Steffy J L L phys 504 Gail C J dentist 600 Cook Neil & Co ins 601 Clancy L M real est Roth H M Construction Co 605 Kinney Betty pub sten 701 Santa Monica City Planning Commission Southwest Oil and Development Co 704 Crawford S J lawyer Donovan R J lawyer 800 Central Tower Investment Corp

SANTA MONICA DIRECTORY RESEARCH (Continued) THE CENTRAL TOWER BUILDING, 1424 4TH STREET


page 17

Year Address Suite Occupant Davie R P ins McIntyre EE inv Vallat B W inv 1933 1410 Cheek Alex barber Rucker J W shoe shiner Murphy H D cigars Porter Florence barber shop 1412 Hiddes M F shoe 1414 Kaufman Morris tailor 1416 Schleppy W G draperies 1418-1420 Clark Furn Co 1422 Brooks Clothing Co 1426 Jadick’s Men’s Shop men’s furn 1428 Tullis O G jewlr 1430 Whale G O linoleum 1432 Bobb F A restr 1434 Baida Z N oriental art gds Ground Floor Crawford S & J Lawyer McMillian & Strange beauty shop 200 Metropolitan Life Insurance Co 209 Charles of Santa Monica corsetiere 210 Weaver A C phys 212 Daly J T loans 214 Fugle J B dentist 217 Davie R P Office, Smith L S Office 218 Neilson G A genl ins 220 Rhodes Lane dental labty 222 Petley W W genl contr 223 Donovan R J lawyer 225 Armitage F W real est Pattison M M ins 226 Kneen and Austin Paving Contrs 227 Jurich A J lawyer, Seaman A N acct 228 Walsh Mary Mrs dep assessor 234 Garrett W R Justice of the Peace 235 Jackson S H constable 300 Habegger L E dentist 303 Jamison W F dentist 305 Kalichman Geo phys 306 Rice G F dentist 402 Brown E A dentist Turnball J W phys 405 Hanks E D chiropodist 407 McPherson J L dentist 500 Steingert Gilbert dentist 503 Dickinson C S dentist 504 Gail C J dentist 600 Badia H P lawyer 601 Merchants Credit Assn of Santa Monica Santa Monica Board of Trade



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Year Address Suite Occupant 605 Kinney Betty pub sten 701 Allen M C lawyer Central Tower Investment Corp Strangman H W acct 800 Clancy L M ins Santa Monica Bay Realty Board 803 Halstead Muriel E coml. Artist 1936 1410 Cheek Alex barber Rucker J W shoe shiner Wise C A Cigars 1412 Hiddes M F shoe 1414 Mosk S J Tailor 1416 Schleppy W G draperies 1418-1420 Clark Furn Co 1422 Mustain D’Iona women’s clo 1424 Acme Finance Service of Santa Monica Tunbull J W phys Mez McDonald Gene beauty shop 200 Metropolitan Life Insurance Co 214 Fugle J B dentist 215 Charis of Santa Monica 217 Central Tower Investment Corp Clancy L M real est Maskey R P real est Santa Monica Bay Realty Board 218 Neilson G A genl ins 220 Rhodes Lane dental labty 223 Donovan R J lawyer Jones C L pub acct 225 Pattison M M genl ins 228 County Assessor 234 Rhodes O H justice of peace 235 Osterholt A H constable 300 McCarthy J J Lawyer 303 Jamison W F dentist 304 Kneen Paving Co 305 Kalichman Geo phys 306 Rice G F dentist 402 Brown E A dentist 405 Hanks E D chiropodist 500 Steingert Gilbert dentist 503 Dickinson C S dentist Steffy J L phys 504 Gail C J dentist 510 Bordman Anne C chiropodist 601 Scott Jas office 605 Horn J LOffice Santa Monica Board of Trade Weinstein B T lawyer



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Year Address Suite Occupant 608 Baida H P lawyer Macomber F D lawyer 701 Somers R O pub acct Southwest Oil & Development Co Strangman H W pub acct 704 Crawford S J lawyer Hickson M D lawyer 800 Fl Wheelcock Agency real est 1426 Jadie’s Men’s Shop men’s furngs 1428 Tullis O G jwlr & optician 1430 Whale Grant linoleum 1432 Bobb F A restr 1434 Balds Z N art gds 1938 1410 Cheek Alex barber Rucker J W shoe shiner White F R Cigars 1412 Hiddes M F shoe 1414 Mosk S J Tailor 1416 Schleppy W G draperies 1418 Clark Furn Co 1422 Fink Saml Furs Mez McDonald Gene beauty shop 200 Metropolitan Life Insurance Co 210 Allen M C lawyer Newcomb W D jr inv Pattison M M ins 212 Van Patten Betty emp agcy 213 Horn J L office Santa Monica Board of Trade Shapiro Barnett lawyer 214 Fugle J B dentist 215 Charis of Santa Monica corsets 217 Central Tower Investment Corp Creel AP real est 218 Neilson G A genl ins 220 Roessler Bay dental laboratory 222 Freeman Arth ins 223 Donovan R J lawyer Jones C L pub acct 228 County Assessor 234 justice of peace 235 County constable 300 McCarthy J J Lawyer 303 Jamison W F dentist 304 Kneen Paving Co 305 Kalichman Geo phys 400 Steingart Gilbert dentist 402 Brown E A dentist Turnball J W phys 405 Hanks E D chiropodist



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Year Address Suite Occupant 503 Steffy J L phys 504 Massle Harry dentist 510 Bordman Anna C chiropodist 6th flr Thursby H G archt 600 Personal finance of santa monica 608 Baida H P lawyer Macomber F D lawyer 702 Southwest Oil & Development Co 704 Crawford S J lawyer Hickson M D lawyer 8th flr Fl Wheelcock Agency real est 1426 Jadic’s Men’s Shop men’s furngs 1428 Tullis O G jwlr & optician 1430 Whale Grant linoleum 1432 Bobb F A restr 1434 Balds Z N art gds 1940 1410 Cheek Alex barber Rucker J W shoe shiner Kemper Clarence cigars 1412 Sweitzer EC linens 1414 Mosk S J Tailor 1416 Harmon A H staty 1418 Clark Furn Co 1422 Fink Furs Mez Dexter Gene Beauty Shop 200 Metropolitan Life Insurance Co Pattison M M ins 212 Curtis Pub Co 213 Horwitz Robt Lawyer Shapiro Barnett lawyer 214 Fugle J B dentist 215 Telfair J J phys 216 Marks J M ins Wood A B Mre emp agncy 217 Central Tower Investment Corp Creel AP real est Covert H E real est 218 Neilson G A genl ins 220 Roessler Ray dental laboratory 221 Tollefson-Stirdivant Agcy ins 227 Donovan R J lawyer Jone C L acct 228 County Assessor 234 justice court 235 County constable 303 Jamison W F dentist 304 Kneen Paving Co 305 Kalichman Geo phys 400 Steingart Gilbert dentist



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Year Address Suite Occupant 402 Brown E A dentist Turnball J W phys 405 Hanks E D chiropodist 500 Allen M C lawyer 501 Savage A E optom 503 Steffy J L phys 504 Massle Harry dentist 508 Reid Wm dental labty 510 Bordman Anna C chiropodist 600 Personal finance co 608 Baida H P lawyer Macomber F D lawyer McCarthy J J Lawyer Molloy P J Lawyer 703 Southwest Oil & Development Co 704 Crawford S J lawyer Hickson M D lawyer 8th flr Fl Wheelcock Agency real est 1426 Vacant 1428 Winters H L jwlr 1430 Whale Grant linoleum 1432 Bobb F A restr 1434 Balds Z N art gds 1947-48 1410 Vacant 1412 Sweitzer EC linens 1414 Mosk S J Tailor 1416 Harmon A H staty 1418 Clark Furn Co 1422 Century Fed Savings & Loan Assn Mez Steeves E C acct 200 Metropolitan Life Insurance Co 210 Lynch J H ofc 212 Diamond C M Mrs CS prat Metzger M E Mrs CS pract 213 Horwitz Robt Lawyer 214 Fugle J B dentist 215 Leff M I phys 216 Sonotone Hearing Serv 217 Prosterman Frances phys 220 Pleet Sidney engvr 221 Markey S J ofc 222 First Thrift of Los Angeles personal loans 223 Vacant 228 County Assessor 300 Schreiber Henrietta pub sten 302 Chernus H H genl contr 303 Jamison W F dentist 304 Vacant 305 Steingart Gilbert dentist 306 Harper Inc adv



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Year Address Suite Occupant 400 Curry P J dentist 401 Vacant 402 Elder A C lawyer Neilson G A ins 405 Hanks E D chiropodist 407 Mills E M dental labty 500 Allen M C lawyer 501 Savage A E optom 503 Litecrete Constr Co 504 Brown E A dentist 505 Maule S M patent lawyer 508 Kneeland C A ins 510 Bordman Anna C chiropodist 600 Avon Products inc cosmetics 603 McCarthy J J lawyer 608 Baida H P lawyer Macomber F D lawyer Irwin J L lawyer 701 DeCamp O B lawyer 704 Crawford S J lawyer Enright J T lawyer 8th flr Nettleship Co Inc 803 Westwood Co adv 1426 Howard Lionel lamps 1428 Frederic Marc Jwlrs 1430 Benedict A R clo clnr

The Central Tower Building City Landmark Assessment and Evaluation Report-Attachments

page 1

MISCELLENOUS ATTACHMENTS

Tax Assessor’s Map

Tax Assessor’s Index Map

Sanborn Fire Insurance Map (1895)





Historic Photographs

Current Photographs

A.Kainer

Rectangle


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HISTORIC PHOTOGRAPHS

Rendering of the Central Tower Building, 1929 (Los Angeles Times. “Work on Eight-

Story Central Tower Building Begins.” April 14, 1929, p. E2.)


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The Central Tower Building, 1929 (Santa Monica Evening Outlook. “Great Business

Block on Fourth Street Completed.” September 25, 1929, pps. 1, 14.)


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Looking North on 4th Street (SMPL Imagine archive)


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The Central Tower Building, circa 1929 (Gabriel, Louise B. Images of America: Early

Santa Monica. Charleston, SC: Arcadia Publishing, 2006, p. 96.)


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The Central Tower Building, 1983 (SMPL Imagine archive)


page 7

CURRENT PHOTOGRAPHS

East elevation, view northwest

East elevation and north elevation, view southwest


page 8

East elevation, view west



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page 10

Primary entrance, east elevation, view west


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page 12

West elevation and south elevation, view northeast

West elevation and south elevation, view northeast

Gujarat PCPIR in Bharuch district - GIDC

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