historic downtown LOS ANGELES design guidelines TABLE OFCONTENTS Design Guidelines Introduction 1 Streetscape Guidelines 143 Introduction 1 Wayfinding Signage 144 Summary of Key Points 7 Lighting 145 Using This Document 13 Paving 146 Study Area Overview 17 Path of Connections 147 Guidelines Overview 23 Interim Solutions 150 Sub-Areas 152 Storefront Guidelines 27 Signage 51 Case Studies 157 Awnings 55 Security Doors 59 Implementation Plan 177 Lighting 63 Entrances 65 Appendices 1. The Secretary of the Interior’s Standards Historic Building Guidelines 71 2. Historical Overview of Study Area Elements 75 3. Street Character Analysis of Study Area Materials 101 4. Glossary Systems 113 5. Bibliography / Further Reading 6. Signage Ordinance Summary Chart New Construction Guidelines 129 7. Existing Historic Preservation Incentives Infill 130 8. Recommended Additional Incentives Additions 136 9. Designation Information july 2002 Design Enhancements 139 10. Related Internet Sites i historic downtown LOS ANGELES design guidelines Existing conditions and guideline example photographs in the Design Guidelines are from the collection of Architectural Resources Group (primary ARG photographers Kellie Phipps, Bridget Maley, Bruce Judd, Cathleen Malmstrom, and Philip Rossetti). The following are exceptions: Amy Anderson Page 48 (top) Bruce Boehner Page 159 National Park Service Page 126 (bottom) Secretary’s Standards IMAGE CREDITS Tom Zimmerman Page 178 University of Southern California Page 100 (Study on LA Murals) Historic photographs in the Design Guidelines are from the collection of the Los Angeles Conservancy with the exception of the following: B’hend and Kaufman Archives Pages 2, 14 (top), 21 (top) and 77 (top) Collection of Tom Owen Pages 17 (top) and 18 Frank Cooper Page 3 Security Pacific National Bank Page 20 (top) Photograph Collection All sketches and collage motifs by Kellie Phipps, Intern Architect, Architectural Resources Group. july 2002 ii DESIGN GUIDELINES INTRODUCTION historic downtown LOS ANGELES design guidelines INTRODUCTION INTRODUCTION Design guidelines are one of many urban planning tools communities can use to encourage adaptive reuse, rehabilitation, and enhancement of older downtown areas. This approach has been adopted and implement- ed in many of America’s largest cities, including New York, Seattle, and Denver. In many cases these programs are city-sponsored, but have the overwhelming support of merchant associations, building owners, busi- ness improvement districts, or downtown associations. SPONSORSHIP In Los Angeles, a consortium of interest groups including the Los Angeles Conservancy (the Conservancy), the Historic Core Business Improvement District (BID), the Downtown Center BID, and the Fashion District BID, sponsored and prepared the Historic Downtown Los Angeles Design Guidelines (Design Guidelines) with a grant from the Getty Grant Program’s “Preserve LA.” PURPOSE The purpose of the Design Guidelines is to aid the BIDs, the Conservancy, government agencies, building owners, developers, ten- ants, merchants, architects, and contractors in embarking upon effective preservation and adaptive reuse projects in Los Angeles’ historic com- mercial center. The historic character of downtown is one of its greatest assets, and the Design Guidelines are intended to highlight and promote these features. They serve as a tool to enhance economic activity and attract investment in the area by encouraging high quality, historically compatible design. july 2002 The corner of S. Broadway and 7th Street illustrating an active downtown Los Angeles in the mid-1920s. The Lowes State Theater, constructed in 1921, was the largest brick-clad building in the United States when completed. 1 historic downtown LOS ANGELES design guidelines The Design Guidelines are based on The Secretary of the Interior’s SECRETARY’S Standards for the Treatment of Historic Properties (The Standards), STANDARDS which provide general information to determine appropriate treatments for historic properties. The Standards are intentionally broad in scope to apply to a wide range of circumstances and are designed to enhance the understanding of basic preservation principles. The study area for the Design Guidelines is defined as S. Hill Street on STUDY AREA the west, S. Main Street to the east, 3rd Street on the north, and 9th BOUNDARIES AND Street on the south, and includes both sides of each street at the bound- INTRODUCTION OVERVIEW aries (see map on page 5 of this document). While this is a set study area, these design guidelines could be applied to a broader area of the City’s downtown. Downtown Los Angeles' Historic Downtown boasts many of the City’s most important historic resources. Broadway contains the largest intact collection of historic movie palaces anywhere in the world. The commer- cial buildings in the study area include many of Los Angeles’ most signifi- cant historic office buildings and department stores. Spring Street, for- merly known as "The Wall Street of the West," hosts a collection of his- toric financial and commercial structures unmatched anywhere else in the City. Additionally, the buildings represent a significant collection of archi- tectural terra cotta. While many of these historic structures have been altered at the storefront level, an incredible number remain almost entire- ly intact at the upper floors, including many historic rooftop signs. Reflecting the commercial, entertainment, and financial institutions of the period, the buildings convey a strong sense of time and place: Los The Desmonds Store building located at 612 S. Broadway, constructed in 1924, has a poly- Angeles circa 1920. chrome terra cotta facade with twisted, engaged columns. july 2002 2 historic downtown LOS ANGELES design guidelines INTRODUCTION COMMUNITY AND One of the unique aspects of this project lies in the involvement of the COMMITTEE principal stakeholders and decision-makers in the study area. The fact PARTICIPATION that three Business Improvement Districts have come together, facili- tated and coordinated by the Los Angeles Conservancy, to create the Design Guidelines is a major demonstration of their ongoing commit- ment to preservation as a means of economic development. Their existing roles in making the area clean, safe, and attractive to the pub- lic is enhanced by this additional commitment to create and implement design guidelines for their districts that will preserve (and in some cases restore) the important historic character of downtown Los Angeles. This consortium-group approach included meaningful public participa- tion in the process by key stakeholders. Several workshops targeted the involvement of property owners, BID members, merchants, tenants, and Conservancy members. These meetings were held on December 6, 2000, as well as January 17, May 2, and December 6, 2001. While most of the general decisions regarding the project have depended on committee involvement, each committee member repre- sented a broader constituency. Each of the BIDs support a very diverse group of property owners whose interests (prior to the creation of the BIDs) were frequently difficult to coordinate. The BID organiza- tions have provided a unifying umbrella for community involvement in enhancement projects in each of their districts, making the community outreach and input process for the Design Guidelines easy and effi- A terra cotta detail of the Wurlitzer Building on july 2002 Broadway has highly decorative and colorful cient. details. 3 historic downtown LOS ANGELES design guidelines The goals for the project include the following: PROJECT GOALS Identify the character-defining features that contribute to the scale, patterns, streetscape, architectural, historic, and urban character of downtown Los Angeles; Recommend exterior maintenance, cleaning, and rehabilitation techniques for the varying architectural materials and features within the study area; INTRODUCTION Develop prototype storefront designs to guide future improve- Bullock’s downtown Los Angeles depart- ment projects within the study area; ment store was located at S. Hill and 7th Streets. The building is now part of St. Promote the sensitive use and placement of well-designed and Vincent Square Jewelry Mart. crafted signage to complement the unique historic character of commercial Los Angeles; Illustrate ways in which historic building additions can be designed to contribute, rather than detract, from the existing character of the area; Recommend approaches for in-fill construction that achieve design solutions compatible with the historic and architectural context; and Respect the varying histories, cultures, and activities that have shaped the development of downtown Los Angeles when mak- A parade down S. Broadway celebrating ing design recommendations. the Dodgers’ win in the 1959 World Series. july 2002 4 historic downtown LOS ANGELES design guidelines INTRODUCTION MAP OF STUDY AREA STUDY AREA BOUNDARY july 2002 5 historic downtown LOS ANGELES design guidelines STREET CARS Street cars once abounded in down- town Los Angeles. It is hoped that a future re-introduc- tion of the Red Car Trolley Line will help enliven and connect downtown. INTRODUCTION july 2002 6 historic downtown LOS ANGELES design guidelines SUMMARY OFKEYPOINTS SUMMARY OF KEY POINTS The following is a summary of key points and recommendations for maintaining, enhancing, and rehabilitating buildings and the physical environment of Historic Downtown Los Angeles. These key points should be considered when