In terms of attracting money-spending foot-traffic, one of the best things Santa Monica did was to convert Third Street into a pedestrian-only zone between Broadway and Wilshire Blvd. The city cut off all vehicular traffic in the mid-1960s so by now, it’s such a well-established part of the Santa Monica cityscape that it would be hard to imagine it as a regular street. Fortunately, though, we have photographs like this to remind us that Third Street used to look like any other street in the USA. This shot is from the 1950s. I do like those right-angle signs along the store roofs on the right. We don’t see them much anymore, do we?
Third Street Promenade in December 2020:
The other smart thing Santa Monica did was to line the eastern side of Second Street with multi-level parking structures, stretching several blocks, with drivers able to receive validation for the first hour from Second Street merchants. This step probably did more than anything else to kill Westwood as a destination spot for shoppers and moviegoers, due to the dearth of parking there.
I tried to find something about the Colony Club, but was only able to discover that it was built in 1925 by an architect named Elmer Grey.
Yes, Bill, you’re right. Building a ton of parking cinched the deal. Pre Covid pandemic, I’d often to Santa Monica. But in 25 years of living here, I could probably count on one hand the number of times I’ve been to Westwood.
Take a bus, uber
Take a bus, uber
I remember in 1974 buying a 3 piece suit a for a high school banquet at a men’s store next to the entrance to the food alley. Closing the promenade to traffic was a great idea. It would not be the attraction that it is today had it been left open. Foot traffic spends more $$.
I remember shopping on 3rd street for civvies when I was in the Marine Corps in 1971.
I remember a street instead of a mall i think I was four . The City of Santa Monica has to deal with the hardest problem they have. Homelessness…mainly composed of the mentally ill . These unfortunate souls need the care of yesterday, which was Mental Hospitals.
To leave them on the streets is both cruel to them in countless ways…and disturbing to the general population.
I was born in Santa Monica 1954 and lived there till 1974. I remember ” The Smuggler” where my big sister Melanie worked. ” Learners” mod clothing, Jerry Brill’s, Vin Baker shoes, Campbells, Hensheys, Penny’s, to name a few.
The clock above what was Crocker Bank.
The homeless cannot be ignored, tey as we might to walk over a semi dead body in our path. We had none of this when I lived there.
Wow, Paula, you’ve really seen a lot of changes in your time!
Re: right-angle signs along the store roofs
They may look interesting but you could probably figure out just by looking at the photo that they weren’t ideal for businesses. Essentially they would block your view of the other signs until you got really close to them. If you were a local and knew where everything was it wasn’t a big deal. But I can imagine if you weren’t and had a barrage of right-angled signs creating a visual clusterf* to deal with.
Does anyone remember Turners Natural Health Foods on 3rd St in the ‘50’s and ‘60’s? It was owned by Matthew and Lillian Turner. I’m searching for pictures of it. It was near JC Penney.
I sure do! I had to get my grandma’s gluten bread there A couple of other things, too. I thought it was for weirdos! I was born and raised in S.M.