The Bay Builders Exchange 1503-1509 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

May 2009 The Bay Builders Exchange 1503-1509 4th Street City of Santa Monica APN: 4291-023-23 City Landmark Assessment and Evaluation

BACKGROUND INFORMATION

Description of site or structure, note any major alterations and dates of alterations

The subject property, the Bay Builders Exchange Building, is situated on the southeast corner of 4th Street and Broadway between 4th Street to the west, 5th Street to the east, Broadway to the north, and Colorado to the south. The two- and three-story brick masonry commercial building is located in the Central Business District. The property encompasses Santa Monica Lot X and W, Block 195, which is approximately 110 feet by 150 feet. The Bay Builders Exchange Building has an L-shaped footprint and occupies roughly half of Lot X and the entire lot W.

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 later reassessed during the City’s 1994 Historic Resources Inventory Update following the 1994 Northridge earthquake.2 As a result of the earthquake, there was substantial damage to the entire building that affected the integrity. The National Register of Historic Places (NRHP) status code changed from 5*/5D to 5B1. The 1994 City of Santa Monica Historic Resources Update noted the building was undergoing repairs to the structure, terra cotta and stucco finish.

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 1996.3 After the seismic repairs and facade restoration were completed in 1995, the NRHP status code remained the same at 5B1; the building remained an eligible local landmark and a contributor to the Central Business District.

Constructed in 1927, the commercial Bay Builders Exchange is designed in the Churrigueresque style. The L-shaped building is comprised of a three-story corner wing at the intersection of Broadway and 4th Street, and a two-story wing fronting 4th Street. The Bay Builders Exchange was constructed with brick masonry, veneered with stucco and embellished with decorative art stone. The building has a flat roof and the principal facades

1 Phase I: Santa Monica Historic Resources Inventory, 1983. 2 Historic Resources Inventory Update for the City of Santa Monica, September 30, 1995. 3 Historic Resources Inventory Update for the City of Santa Monica, Central Business District and Third Street Promenade, April 12, 1998.

The Bay Builders Exchange City Landmark Assessment and Evaluation Report page 1 have tapered mission tiles along the raised parapet. The north and west elevations retain the original eight-light metal casement windows topped by four-light transoms. The window bays are divided by upwardly-projecting pilasters with stylized capitals that terminate below the roofline; and decorative Churrigueresque-style cast stone spandrels are located between the pilasters, above and below the window openings and on the parapet. The first-story store fronts are framed by decorative cast-iron grillework. The original store front windows have been replaced with plate glass, but the cast-iron store fronts have been retained and “in-kind” window replacements are compatible in design with the overall architectural character of the building and retain the black-tiled store front base. The rear (east) elevation has a loading dock with a roll-up door and two windows enclosed with brick on the rear façade.

The primary (west) elevation of the two-story wing facing 4th Street has sixteen casement windows. Above each window is a square decorative art stone spandrel flanked by pilasters that terminate below the roof line. The main entrance is recessed beneath a highly ornamented cast stone arch that features putti and carp in the design in addition to continuing the vegetal motifs employed in the decorative panels.

The three-story corner wing has four bays of paired casement windows on the second and third floors of the north elevation and three bays of single casement windows on the west elevation. A decorative Churrigueresque-style cast stone frieze runs around the top of the three-story corner building.

Construction History and Alterations

There are several building permits on record with the City of Santa Monica for the Bay Builders Exchange. On June 16, 1927, the contractor, Albert M. Eaton, filed for a building permit (Building Permit No. 154) to construct a two- and three-story building for the addresses of 402-406 Broadway and 1503-1509 4th Street. Originally, the 60 feet by 100 feet building was planned to cost $40,000 to erect. Five months later, on November 8, 1927, the contractor filed for another new building permit (Building Permit No. 637) to construct a two-story, 50 feet by 149 feet building for the addresses 1511-1515 4th Street. Both building permits listed Arthur P. Creel as the owner and Eugene Durfee as the architect. After the building was constructed, the building permits on file involved interior modifications. A mezzanine floor was constructed in 1511 4th Street in November 1928 valued at $300 (Building Permit No. 1895). Alterations in the sum of $500 were completed in 1937 for the addresses 1501-1505 4th Street (Building Permit No. 8668) and other alterations valued at $50 in January 1939 for 1509 4th Street (Building Permit No. B526). During the 1950’s various permits were recorded for interior alterations. At 1515 4th Street the lessee, Rand Corporation, installed non-bearing partitions (Building Permit No. B14356) in September 1953; converted ramps to level floor and install partitions (Building Permit No. B15517) in April 1954; installed new stairs from ground floor to second floor (Building Permit No. B21562) in April 1957; and closed off the top stairway (Building Permit No. B22989) in December 1957. Interior partitions were installed at 1507 4th Street in April 1956 (Building Permit No. B19493); and temporary partitions and a new opening at existing knock out panel were installed at 1507-1509 4th Street in September 1959 (Building Permit No. B26771).

The Bay Builders Exchange City Landmark Assessment and Evaluation Report page 2 The Bay Builders Exchange underwent seismic rehabilitation in July and September 1993 (Building Permit Nos. B45653 and B45653). Roughly one year later, the earthquake damage was repaired in September 1994 (Building Permit No. EOR1424). The repairs included the reconstruction of the northwest corner, art stone, and infill of wall cracks.

SURVEY EVALUATION

Statement of Architectural Significance

The Bay Builders Exchange is an excellent example of the Spanish Colonial Revival style, specifically the Churrigueresque style, as interpreted for commercial buildings of the early twentieth century period in Santa Monica. The beginnings of this style date to 1915, when it was introduced at the Panama-California Exposition in San Diego. The period revival styles grew in popularity just after World War I, and were patterned after buildings of earlier historic periods. The most common style in the Southwest was the Spanish Colonial Revival. Inspired by the Panama-California Exposition, many architects found Southern California the ideal setting for this architectural style. Numerous publications argued in favor of this period revival style for the “Mediterranean environment” of California, including W. Sexton's Spanish Influence on American Architecture and Decoration (1926) and Rexford Newcomb's The Spanish House for America Its Design, Furnishing, and Garden (1927).

Architect Bertram Grosvenor Goodhue’s comprehensive set of Spanish Colonial Revival structures for the Panama-California Exposition catalyzed a region-wide building trend whose Spanish and Moorish influences incorporated and even supplanted the previously popular Mission Revival style. The many Spanish Colonial Revival and Mediterranean Revival commercial, civic and residential structures became a key component in the forging of regional identity and quest for legitimacy, since the style helped perpetuate powerful myths about California’s origins tied to New Spain. Decorative elements that were appropriated from indigenous American cultures (Native American, Mayan, Aztec) were sometimes incorporated into these eclectic designs to infuse exoticism, along with a certain brand of perceived cultural authenticity.

The Spanish Colonial Revival style and its variants were widely used throughout southern California for both commercial and residential properties. The unique features of the Spanish Colonial Revival style are ornate low-relief carvings highlighting arches, columns, window surrounds, cornices, and parapets. Other features that characterize the style include stuccoed exterior walls; low-pitched, multi-level tile roofs; arched shaped window and door openings; iron railings and window grilles. The facades of large buildings are often enriched with curvilinear and decorated parapets, and a symbolic bell tower. Distinctive, more elaborate signatory elements, such as low-relief carvings, balconies, decorative vents, chimney tops, and/or towers are characteristics of the Churrigueresque style.

Several Churrigueresque-style buildings were constructed in Santa Monica. The Santa Monica Bay Builders Exchange, the Mayfair Theatre (212-216 Santa Monica Boulevard), 1433-1437 4th Street, 1530 Wilshire Boulevard, and 310-312 Wilshire Boulevard are notable examples. These properties display the distinctive features of the style in their architectural

The Bay Builders Exchange City Landmark Assessment and Evaluation Report page 3 design and composition, stuccoed walls, red clay tile roof highlights, wrought-iron ornamentation, and arched window and door openings.

The Bay Builders Exchange is an outstanding example of the Churrigueresque style and has high integrity. The subject property displays the distinguishing features of the style in its architectural design and composition, stuccoed walls, red terra-cotta barrel tile roofs, and arched shaped window and door openings. The building features elaborate signatory elements, such as stylized pilasters, low-relief cast stone decorative spandrels, and ornamental iron work which are all characteristics of the Churrigueresque style. In sum, the subject property is an excellent representative example of a Churrigueresque style regional variant of the Spanish Colonial Revival as applied to a commercial building.

Statement of Historical Importance

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 Bay Builders Exchange 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

The Bay Builders Exchange City Landmark Assessment and Evaluation Report page 4 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. Prior to the construction of the Bay Builders Exchange, between 1887 and 1918, Sanborn maps show the lots were vacant. During this period 4th Street was sparsely developed. The west side of 4th Street between Broadway and Colorado was vacant, and the east side was developed with a handful of dwellings and a Chinese laundry. A Sanborn Map from 1891 indicates the undeveloped lots of the future Bay Builders Exchange Building were a “dense grove.” By 1918, a Sanborn Map indicates increased development on the 1500 block of 4th Street, however the development was primarily residential.

The 4th Street commercial district developed during the 1920s. The large-scale buildings constructed in the late 1920s were an expression of the popular architecture 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 (1931, Harbin F. Hunter).6 These extant commercial buildings are an expression of the eclectic mix of commercial architecture popular in the 1920’s and the commercial development pattern of Santa Monica.

The subject property was constructed during this decade. An article in The Santa Monica Evening Outlook, the local Santa Monica newspaper, indicates that the groundbreaking ceremony for the Bay Builders Exchange was held in early June 1927.7 The article described the building as:

An attractive addition to Fourth Street (that) will contain offices, material, and exhibit rooms in the top floors leased by the Santa Monica Bay Builders, and stores on the ground floor. All offices and stores will be furnished with modern equipment and will be on of the showplaces of the Fourth street commercial center.8

The Bay Builders Exchange was constructed towards the end of the City of Santa Monica’s building boom and was intended to be a one-stop center for the construction industry. The Bay Builders Exchange was built as a commercial building with ground-level stores fronting 3rd Street and Broadway. The Bay Builders Exchange occupied the upper floors of the building.

The members of the Bay Builders Exchange included more than 150 Bay District firms comprised of contractors, subcontractors and material dealers united “to maintain high

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. 6 Ibid, p. 2. 7 “Break Ground for Building.” Santa Monica Evening Outlook, June 18, 1927, p. 1. 8 Ibid.

The Bay Builders Exchange City Landmark Assessment and Evaluation Report page 5 standards in the work of builders, investigate and combat unfair business practices and raise the standard of the building trade.”9 The organization, founded in October 1924, was the largest in the Bay District with the exception of the Chamber of Commerce. The leaders of the Bay Builders Exchange were prominent members of local society; the manager was Joseph S. Waugh, the president was Lawrence C. Schreiber and the vice president was C.O. Allen Maule.10 Membership could only be gained through “high standards of workmanship and honesty.” Many notable contractors, designers and architects held offices at the subject property. G.H. Sanders, a notable mausoleum builder known for an elaborate marble mausoleum in Wood-lawn cemetery, held an office in room 12.11 The British designer and contractor Andrew Menzies of English homes held an office in room 4.12

In addition to the construction industry, other businesses were located in the building, including the establishments occupying the store fronts, Santa Monica Hat Works (1507 4th Street), Cleanrite Dye Works (1509 4th Street) and the Nettleship Insurance Company (406 Broadway), and other businesses located in the upper floors of the building, Henrietta Schreiber, Public Stenographic Service (Suite 208) and F.W. Shapleigh, Attorney-at-law, Room 206 and 207.

Ray E. Schafer’s Music Salon, occupied the prominent corner store at Broadway and 4th Street. In front of the large store front windows he exhibited a wide variety of musical instruments for sale. The Santa Monica Evening Outlook stated the new music salon “forms a lavish setting for fine musical instruments, pianos, radios and Brunswich phonograph, it will be one of the finest music shops in Southern California. Wide windows facing both Fourth Street and Broadway make it a bright, attractive place to shop.”13 Once a week the owner, Ray Schafer, planned to broadcast the newest Brunswick records over the radio from his store located at the subject property.

The Great Depression halted the building boom in Santa Monica and had an affect on the tenants of the subject property. The Santa Monica Directories indicate a shift in the occupancy patterns of the Bay Builders Exchange. The occupancy shifted from contractors and building industry supply companies to other non-construction industry related businesses. For example, the 1936 City Directory lists the new tenants, Brodie Club, State Board of Liquor Control Division, and the Independent Business Association. The 1938 City Directory lists the Robert News Inc., Santa Monica Stamp club, the Union News, and the Air Craft and Workers Union. By 1948, the City Directory does not list any construction industry related businesses.

9 “More Than 150 Merchants Members of the Exchange.” Santa Monica Evening Outlook, November 20, 1927, p. 3. 10 “Organization Is Four Years Old,” Santa Monica Evening Outlook, June 20, 1927, p. 1. 11 “Mausoleum Builder Has Offices in the Builders Exchange,” Santa Monica Evening Outlook, June 20, 1927, p. 3. 12 “And Finds Andrew Menzies, British Born, Whose Dream for Years Was of English Homes in California,” Santa Monica Evening Outlook, June 20, 1927, p. 3. 13 “Schafer Opening Salons Tomorrow,” Santa Monica Evening Outlook, June 20, 1927, p. 1.

The Bay Builders Exchange City Landmark Assessment and Evaluation Report page 6 Architect Morien Eugene Durfee

The architect of the Bay Builders Exchange, 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 state of Washington in 1897 where he studied at the Y.M.C.A. night schools and the Scranton International School of Correspondence.14 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.15 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.16 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 1921.17 M. Eugene Durfee practiced architecture in Los Angeles until his death in 1941.18

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 Central Tower Building, 1424 4th Street. His other projects in Los Angeles include: 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.19 The Chapman Building, located at 110 Wilshire Boulevard, Fullerton, was the largest building in Orange County at the time of its construction in 1923.20 Based upon research of existing buildings attributed to M. Eugene Durfee, it appears that he was highly skilled in the regional interpretation of the popular architectural styles of the period, including the Spanish Colonial Revival style and Art Deco. He adapted his architectural designs to the changing needs of his clients, local culture, and prevailing styles. The highly detailed ornamentation on the Bay Builders Exchange Building reveals the skill of M. Eugene Durfee as a designer.

14 “Builder of New Grand Theater and His Happy Family,” Douglas Daily Dispatch, January 22, 1919. 15 Ibid. 16 “Builder of New Grand Theater and His Happy Family,” Douglas Daily Dispatch, January 22, 1919. 17 Nelson, Dan, letter to Jane K. Newell, City of Anaheim, June 17, 2002. 18 College of Architecture and Planning, University of Washington, Architect Database, https://digital.lib.washington.edu/php/architect/record.phtml?type=architect&architectid=310. 19 “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. 20 “Retrospect LA,” Los Angeles Times, January 27 1985, p. K24.

The Bay Builders Exchange City Landmark Assessment and Evaluation Report page 7 Person(s) of Historical Importance

Arthur P. Creel

Arthur P. Creel, the developer of the Bay Builders Exchange, moved from Oklahoma to Santa Monica in 1920, where he worked as a real estate developer and businessman. His financial investment 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 (1424 4th Street), the Bay Bridges Exchange Building located at (1424 4th Street) and the Georgian Hotel (Windemere Hotel) located at 1415 Ocean Avenue.21 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.22

Elzie Crisler Segar

Although not identified in the city directories (1928-1929), oral history suggests the creator of the cartoon, Elzie Crisler Segar, was briefly associated with the Bay Builders Exchange building in January 1929, during this time he created the Popeye character. According to Segar’s assistant Bud Sagendorf, who worked for Segar from 1930 to 1938, Segar wanted to learn how to paint.23 After meeting with a painter on the Santa Monica Pier, Segar and the painter made an agreement that if he rented a studio and purchased supplies, the painter would give him painting lessons. In order to have a space to practice, Segar quickly rented a studio in the Bay Builders Exchange. It is unclear how long Segar rented a studio space in the subject property. It appears from oral history, Segar moved out of the Bay Builders Exchange Building when his house and studio were constructed (building permits for Segar’s residence were issued in June 1928). However, there are no city directories on file for 1929, making it difficult to determine at what point he moved out of his studio space and into the studio at his private residence. Once the construction of Segar’s house and a studio was completed at 350 17th Street in 1929, he most likely moved out of the Bay Builders Exchange into his new studio space. The architect of his new house at 350 17th Street was Merrill Baird who also had an office in the Bay Builders Exchange Building.

Elzie Crisler Segar was born in Chester, Illinois on December 8, 1894. His career started early at the age of 12, he worked as an illustrator drawing show bills and advertisements for the local opera house.24 Because of his talent for drawing and his belief that cartooning provided a lucrative career, he enrolled in a mail-order cartooning class at age 18.25 Around

21 “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. 22 “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. 23 Sagendorf, Bud. Popeye, the first fifty years. New York: Workman Publishing, 1979. p. 18. 24 Gregory, Ted. “Popeye’s home fussin’. Fightin’: A Downstate Town that gave birth 75 years ago to the Spinach Chompin’ Sailor is in a -type of Brawl,” Chicago Tribune, January 17, 2004, p. 1. 25 Ibid.

The Bay Builders Exchange City Landmark Assessment and Evaluation Report page 8 1916, Segar moved to Chicago where he worked as a cartoonist at the Chicago Herald drawing a known as Charley Chaplin’s Comic Capers and later at the Chicago Evening American drawing the Loop the Loop.26 In 1919, he moved to New York working as a syndicated cartoonist with King Features.27 During this period, he created the comic strip Thimble Theatre, which first appeared in the New York Journal. After a few years of living in New York, he headed west, with his wife Myrtle and settled in Hollywood.28 In 1928, he moved to Santa Monica where he was an active fisherman and participated in the Santa Monica Rod and Reel Club. Segar often fished off the Santa Monica Pier where he might have gained inspiration for the stories and characters included in the Thimble Theatre. Tragically, Segar died of Leukemia in Santa Monica on October 13, 1938, at the age of 44.29

When Segar moved to Santa Monica in 1928, he often found inspiration for characters and storylines on the Santa Monica Pier. Although some believe Segar’s characters were inspired by his Midwest upbringing, according to oral history, the Popeye character was modeled on an expert Norwegian fisherman, “Santa Monica Olsen,” who had exotic fishing tales, a heavy Norwegian accent, and rough language.30 On January 17, 1929, Segar incorporated Popeye into his Thimble Theatre comic strip that chronicled the adventures of the Oyl family. The primary characters of the Thimble Theatre included Cole (father), Nana (mother), Olive (daughter), Castor (bother), and Ham Gravy (’s boyfriend). Popeye was introduced into Thimble Theatre as a sailor who was hired by Castor Oyl and Ham Gravey to sail their ship. According to the comic strip, Popeye was born in a typhoon off Santa Monica. Within a year, Ham was written out of the strip and Popeye replaced him as the boyfriend of Olive Oyl. Wimpy, who was born in a Hamburger shop on the Pacific Ocean Park Pier, was added to the cast in 1932, and Swee’pea in 1936. As the comic strip became more popular, Popeye made his first animated appearance in Meets Popeye the Sailor (1933), and during the same year he stared in his first solo animated film I Yam What I Yam, the first of a long series of animated shorts for Popeye.31 Thimble Theatre was carried on after Segar’s death in 1938 by several writers and artists including Segar’s assistant Bud Sagendorf.

While historical research on the history of the Popeye cartoon concludes that the Popeye character was originally published on January 17, 1929, there are no known historical or archival records documenting the fact that Segar occupied a studio in the Bay Builders Exchange Building or that he created the Popeye character while in the Bay Builders Exchange Building. Segar is not listed among the building’s occupants, during the years 1928 or 1930, however, there is no city directory in file for 1929. City directories list his residence at 703 15th Street in 1928, and 350 17th Street in 1930 to 1938. However, based upon the oral history provided by Segar’s assistant, Segar may indeed have occupied a studio

26 Rasmussen, Cecilia. “L.A. Then and Now: Popeye and Pals Set Sail From Santa Monica,” Los Angeles Times, September 17, 2000, p. 3. 27 Gregory, Ted. 28 Rasmussen, Cecilia. 29 Los Angeles Times. “Obituary 1 -- No Title.” October 14, 1938, pg. 13. 30 Sagendorf, Bud. Popeye, the first fifty years. New York: Workman Publishing, 1979. p. 18. Rasmussen, Cecilia. “L.A. Then and Now: Popeye and Pals Set Sail From Santa Monica,” Los Angeles Times, September 17, 2000, p. 3. 31 http://www.toonopedia.com/popeye.htm, accessed May 21, 2009.

The Bay Builders Exchange City Landmark Assessment and Evaluation Report page 9 in the Bay Builders Exchange Building during the time of the creation of the Popeye character. While the connection between Segar, cartoonist, and the Bay Builders Exchange Building appears to be inconclusive, it is clear that Segar’s productive life in Santa Monica is primarily associated with the work he completed in his private studio in his residence at 350 17th Street.

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 Churrigueresque architectural style as applied to a commercial building by a notable regional architect, M. Eugene Durfee. The Bay Builders Exchange Building is one of a few extant Churrigueresque buildings in Santa Monica 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 Bay Builders Exchange Building is an outstanding example of a Churrigueresque style commercial building in the Central Business District. The Bay Builders Exchange Building retains high integrity for a late 1920’s masonry commercial building in Santa Monica, exhibiting excellent quality Churrigueresque ornamentation including the decorative cast stone spandrels, arched entry and cornice, decorative grillework, as well as cast-iron store fronts. Compatible, “in-kind” window replacements have been installed in the store fronts.

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 1503-1509 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 Bay Builders Exchange Building is a notable

The Bay Builders Exchange City Landmark Assessment and Evaluation Report page 10 example of a relatively large, architecturally distinctive, Churrigueresque-style commercial building in Santa Monica. The subject property retains the majority of its primary character defining features on the exterior including the mixed-use commercial plan and layout; smooth stucco finish; distinctive cast stone decoration; original casement windows; decorative grille work; and arched entryway. The original cast-iron store fronts are extant and the “in-kind” window replacements in the store fronts are compatible in design with the overall architectural character of the building. The subject property is a distinguished, outstanding local example of a Churrigueresque-style commercial building, a variant of the Spanish Colonial Revival style that is uncommon in Santa Monica, and which is important as a reflection of the larger regional trends in architecture. The subject property exemplifies the community’s important architectural heritage.

In addition, the multi-use property significantly manifests the City’s early commercial developmental history. Constructed in 1927 at the end of Santa Monica’s building boom, the subject property was built by the Bay Builders Exchange, an organization that promoted fair building practices in Santa Monica. Located at a prominent intersection 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 artists, architects, detectives, lawyers, contractors, accountants and designers. Therefore, the subject property manifests the economic history of Santa Monica.

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. The building lacks sufficient aesthetic or artistic interest or value necessary for designation.

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

According to oral history, Elzie Crisler Segar, the cartoonist associated with the creation of the Thimble Theatre cartoon, occupied a studio space in the Bay Builders Exchange Building during the year the Popeye character was introduced. While historical research on the history of the Thimble Theatre cartoon concludes that the Popeye character was originally published on January 17, 1929, there are no known historical or archival records documenting the fact that Segar occupied a studio in the Bay Builders Exchange Building or that he created the Popeye character while in the Bay Builders Exchange Building. Segar is not listed among the building’s occupants, and city directories list his residence at 703 15th Street in 1928, and 350 17th Street from 1930 to 1938. However, based upon the oral history provided by Segar’s assistant, Segar may indeed have occupied a studio in the Bay Builders Exchange Building during the time of the creation of the Popeye character. While the connection between Segar, cartoonist, and the Bay Builders Exchange Building

The Bay Builders Exchange City Landmark Assessment and Evaluation Report page 11 appears to be inconclusive, it is clear that Segar’s productive life in Santa Monica is primarily associated with the work he completed in his private studio in his residence at 350 17th Street. Therefore, the property does not appear to satisfy this criterion.

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 embodiment of the regional Churrigueresque style. The Bay Builders Exchange incorporates the massing, roof form, cast stone embellishments, stucco finish, ornamental iron work and other signature trademarks of the idiom in its overall design. 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 this style as applied to commercial buildings within the general area of the Central Business District in the original Santa Monica townsite, it is highly significant within the historic architectural context of that area.

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 Central Tower Building, 1424 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 Bay Builders Exchange Building is an excellent example of the relatively large scale, highly stylized buildings Durfee designed. Therefore, the Bay Builders Exchange 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 property appears to satisfy this criterion. The Bay Builders Exchange Building’s massing and proportions, with its three-story corner building at 4th and Broadway and its primary street elevation facing south towards 4th Street, is a readily identifiable, prominent visual landmark in the heart of the Central Business District. As a result,

The Bay Builders Exchange City Landmark Assessment and Evaluation Report page 12 the Bay Builders Exchange Building is an established and familiar visual feature of the neighborhood.

The Bay Builders Exchange City Landmark Assessment and Evaluation Report page 13 BIBLIOGRAPHY

“And Finds Andrew Menzies, British Born, Whose Dream for Years Was of English Homes in California,” Santa Monica Evening Outlook, June 20, 1927, p. 3.

“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.

“Bay District Improvement Pictured,” Los Angeles Times, November 9, 1930, p. D5.

“Break Ground for Building.” Santa Monica Evening Outlook, June 18, 1927, p. 1.

“Builder of New Grand Theater and His Happy Family,” Douglas Daily Dispatch, January22, 1919.

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

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

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

“Financing for Hotel Complete,” Los Angeles Times, November 9, 1930, p. D5.

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

Gebhard, Davis. “The Spanish Colonia Revival in Southern California.” The Journal of the Society of Architectural Historians. 26.2 (May 1967), pp. 131-147.

Gregory, Ted. “Popeye’s home fussin’. Fightin’: A Downstate Town that gave birth 75 years ago to the Spinach Chompin’ Sailor is in a Bluto-type of Brawl,” Chicago Tribune, January 17, 2004, p. 1.

“Lease Said to Presage New Unit.” Los Angeles Times, November 11, 1928, p. E1.

“Mausoleum Builder Has Offices in the Builders Exchange,” Santa Monica Evening Outlook, June 20, 1927, p. 3.

“Modern Hotel to Open Soon,” Los Angeles Times, March 2, 1924, p. D9.

“More Than 150 Merchants Members of the Exchange.” Santa Monica Evening Outlook, November 20, 1927, p. 3.

The Bay Builders Exchange City Landmark Assessment and Evaluation Report page 14 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.

Rasmussen, Cecilia. “L.A. Then and Now: Popeye and Pals Set Sail From Santa Monica,” Los Angeles Times, September 17, 2000, p. 3.

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

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.

“Organization Is Four Years Old,” Santa Monica Evening Outlook, June 20, 1927, p. 1.

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.

The Santa Monica City Directory.

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.

Sagendorf, Bud. Popeye, the first fifty years. New York: Workman Publishing, 1979.

Sanborn Fire Insurance Maps, City of Santa Monica.

“Schafer Opening Salons Tomorrow,” Santa Monica Evening Outlook, June 20, 1927, p. 1.

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

The Bay Builders Exchange City Landmark Assessment and Evaluation Report page 15 SANTA MONICA DIRECTORY RESEARCH The Bay Builders Exchange, 1505-1509 4th Street

Year Address Entry 1928 1505 Southwest Detective Bureau Santa Monica Credit Assn Bay Builders Exchange Stein Leo Lawyer Hafer EF Ins Shapleigh FW Lawyer Depew Thos S Co Pub Accts Schreiber Henrietta, Pubsten Arvidson OF Ins Sanders GH Mausoleum Contr Menzies Andw Gen Contr Creel AP Real Estate Stakey MC Mfrs Agt Baird Merrill Archt Designer Baardsley LC Mfrs Agt Blakney Charlotee Archt Designer Peterson RE III Archt Designer 1507 SM Hat Works 1509 Cleanrite Dye Wrks 1930-31 1505 SM Credit Assn Southerst Detective Bureau Bay Buildling Exchange Stuckey MD Mfrs Agent Hafer E Fins Shapleigh FW Lawyer Schreiber Henrietta Notary Public Arvidson Arvy Ins Creel AP Real Estate Baume EJ Archt Bivens FE Bldg Contr Merchants Credit Assn of SM SM Board of Trade Southern California Edison Co Div Office Blakney Charlotte Drftsmn Maule Co Bldg Contractor Peterson RE III Bldg Contr Schrodt Wm Pntr 1507 Bradley FE Hat Clnr 1509 Vacant 1933 1505 Bay Builders Exchange El Ferbin Jack Ins Ogilvie Arch Elec Contr

The Bay Builders Exchange City Landmark Assessment and Evaluation Report page 16

SANTA MONICA DIRECTORY RESEARCH (Continued) The Bay Builders Exchange, 1505-1509 4th Street

Year Address Entry Schrodt Wm Pntr US Termite Control Santa Monica Credit Assn Hafer EF Ins Schreiber Henrietta Pub Stn Rose and Rowell Genl Contrs Avidson OF Ins Creel AP Real Estate Morton HR Real Estate Walker Danl Acct Pudget Sound Bridge and Dredging Company and WF Way 1507 Bradley FE Hat Clnr 1509 Nissen CF Philatelist Thompson WE Watch Repr 1936 1505 Bay Builders Exchange Schrodt Wm Pntr Wilson FM Exterminator Hafer EF Ins Schreiber Henrietta Pub Stn Rose and Rowell Bldg Contrs Independent Business Assn State Board of Equalization Liquor Control Div Creel AP Real Estate Parr FHP Drftsman Brodie Club 1507 Bradley FE Hat Clnr SM Hat Wrks 1509 Thompson WE Watch Repr 1511 Riechl GL Chiroprator 1513 Rose WB Beauty Shop 1938 1505 Bay Builders Exchange Building Roberts News Inc Robert News the (weekly) SM Stamp Club Hafer EF Ins Schreiber Henrietta Pub Stn Independent Business Assn Creel AP Real Estate Parr FHP Drftsman Teele RS Real Estate Air Craft and Workers Union Union News (weekly)

The Bay Builders Exchange City Landmark Assessment and Evaluation Report page 17

SANTA MONICA DIRECTORY RESEARCH (Continued) The Bay Builders Exchange, 1505-1509 4th Street

Year Address Entry 1507 Nendel MO watch Repr 1509 Stage CM Musical Mdse 1511 Riehl GL Chiropractor 1513 Rose WB Beauty Shop 1940 1505 Bay Builders Exchange Building Barnes Jas I Const Co BB Ex Contractors State License Board E Fenbein JA Ins Schreiber Henrietta Pub Stn Amer Natl Ins Co Klein S Office Universal Employment Agency Chastain Billy Mfrs Agt McClellan Mas Adv Agency 1507 Teele R S Mtg Loans 1509 US Civil Aeronautics Authority 1511 Riehl GL Chiropractor 1513 Rose WB Beauty Shop 1947-48 1505 Bay Builders Exchange Building Argent Art Serv Hap and Jean’s Studios Theatrical Arts Riley WD Mfrs Agt De Marrione and Charles Jwlrs Unity Mutual Life Ins Co Worm Watch Repr General Adjust Bureau Debut Theatre Guild Stevenson TI Recordings 1507 Vacant 1509 Walker LH Mrs Yarns 1511 Davis FH Chiropractor 1513 Rose WB Beauty Shop 1952-53 1505 Bay Builders Exchange Building 1509 Bay Cities Beauty and Barber Shop Company 1511 Davis Fred A Chiropractor 1513 Rose Thelma Beauty Salon 1515 Vacant 1954 1505 Bay Builders Exchange Building 1507 Cycle and Sport Shop Bicycle Dept 1509 Bay Cities Beauty and Barber Shop Company 1511 Davis Fred A Chiropractor 1513 Rose Thelma Beauty Salon

The Bay Builders Exchange City Landmark Assessment and Evaluation Report page 18

SANTA MONICA DIRECTORY RESEARCH (Continued) The Bay Builders Exchange, 1505-1509 4th Street

Year Address Entry 1515 Vacant 1958-59 1505 Bay Builders Exchange Building Country Juvenile Prop Depart 1507 Vacant 1509 Vacant 1511 Macklin Paul Chiropatric 1513 Vacant 1515 Rand Corp 1960-61 1505 County Prop Depart 1511 Macklin Paul 1515 Rand Corp

The Bay Builders Exchange City Landmark Assessment and Evaluation Report page 19 MISCELLENOUS ATTACHMENTS

Tax Assessor’s Map

Tax Assessor’s Index Map

Sanborn Fire Insurance Map (1887)

Sanborn Fire Insurance Map (1888)

Sanborn Fire Insurance Map (1891)

Sanborn Fire Insurance Map (1895)

Sanborn Fire Insurance Map (1902)

Sanborn Fire Insurance Map (1909)

Sanborn Fire Insurance Map (1918)

Sanborn Fire Insurance Map (1950)

Historic Photographs

Current Photographs

Thimble Theatre Comic Strip

HISTORIC PHOTOGRAPHS

Bay Builders Exchange Building, circa 1927, northwest elevation, looking southeast. Source: Outlook, November 20, 1927.

Bay Builders Exchange Building, storefront, circa 1927, northwest elevation, looking southeast. Source: Outlook, November 20, 1927.

Bay Builders Exchange Building, Ray Schafer’s Shop, circa 1927, northwest elevation, looking southeast. Source: Outlook, November 6, 1927.

Grand Opening Ad for Ray Schafer’s Shop located at the corner of Broadway and 4th Street, circa 1927 Source: Outlook, November 6, 1927.

CURRENT PHOTOGRAPHS

Northwest elevation, looking southeast.

North elevation, looking south.

West elevation, looking east.

South elevation, looking northeast.

East elevation, looking northwest.

Primary entrance, west elevation, looking east.

Primary entrance detail, west elevation, looking east.

Detail, west elevation, looking east.

THIMBLE THEATRE COMIC STRIP

Popeye’s first appearance in the Thimble Theatre comic strip on January 17, 1929.