No Place Like Home With a Postcard of the Asbury Apartments, Los Angeles, Postmarked 29 March 1926

by Paul R. Spitzzeri

Most of our “No Place Like Home” series of posts on this blog, sharing objects from our collection dealing with residences in greater Los Angeles during our interpretive era from 1830 to 1930, have mostly focused on single-family dwellings. A notable exception was one regarding The Town House, an exclusive high-rise (well, for that time, as there were height-limits of about 11 stories) building opened in fall 1929, just as the Great Depression was underway, on Wilshire Boulevard near Lafayette Park.

A precursor is featured in this post, dating back a few years prior and just a short distance to the northeast at 6th and Carondelet streets cater-corner to Westlake (later renamed Mac Arthur) Park, this being the Asbury Apartments and the artifact highlighted here is a promotional postcard of the edifice as it offered its open house in late March 1926. The two had a pair of notable common connections in architect Norman W. Alpaugh, who worked solo on The Town House, while partnering with Clarence H. Russell on the Asbury, and contractor, the Max Winter Company.

There were also similarities in terms of the emphasis on luxury living, including personal service provided to residents, elegant décor, refined public areas and more. What differed about the two was that The Town House was erected in relative short order and with no known major issues, while the Asbury changed owners and contractors, as well as name, in the three years or so it took to bring the project to fruition. Moreover, the Asbury was marketed as owner-owned, not by rent or lease as The Town House and most other apartment projects.

The enterprise was known as the San Jacinto when launched in spring 1923, as Los Angeles and its environs was at the peak of another massive boom and as Walter P. Temple was embarking on his Town of Temple and aggressively developing a pair of commercial buildings in the Angel City’s downtown and an array of projects in the San Gabriel Valley cities of Alhambra, El Monte and San Gabriel.

An early ad promoted “Own Your Own Apartment in the San Jacinto Dwellings Apartment Homes with Garage,” with owner E.A. Wayt informing readers that they could “order your apartment finished in the style you like and I will attend to all other details and build the most complete and artistic apartment building in Los Angeles with a garage for 52 cars and gardens that add beauty to the surroundings.” He emphasized that the building “will furnish high class service without the usual expense.”

The Los Angeles Express of 3 July reported that, “a crew of excavators, with a steam shovel, have stated work on the foundation” for what was promised to be “one of the finest [buildings] in the city, 12 stories high, of concrete and steel” near “the better residential section of Los Angeles.” The paper added.

The building will contain [an] electric heating plant of the most modern type, circulating system of refrigeration, two passenger elevators and will be one of the buildings indicating the substantial and permanent development of the “New York” apartment house in Los Angeles.

Moreover, Russell and Alpaugh promised that “there will be nothing better in town” as well as “nothing more up-to-date or more calculated to meet the requirements of the most exacting tenants.” The contractor was the Richardson Building and Engineering Company and Wayt secured a loan of $450,000 and mortgage bonds paying 7% interest were soon to be issued on a public offering. In a few days, the First Mortgage Corporation advertised for these 450 bonds with par values of $1,000 and the trustee was the Pacific South-West Trust and Savings Bank and it added that “we guarantee completion of the building free from liens.”

The New Year’s Day edition of the Los Angeles Times included an ad from the architects featuring their work on the San Jacinto, as well as the Stillwater, now the Willmore, Apartments in downtown Long Beach (though a wing of that edifice was never completed), but the former disappeared from the pages of the papers until the Times of 12 May 1925 reported that “one of the interesting features” of the prior day’s realty activity was the sale of the partially-finished structure for $340,000 to John E. Sutherlin of New Orleans, president of a bond buying house in the Crescent City and formerly of Chicago.

It was added that,

The San Jacinto Apartments were started more than a year and a half ago, construction progressing until the project was nearly half complete when building activity was halted on account of financing. The structure has been idle for the last eleven months, various syndicates attempting to take over the apartment-house, but for various reasons an agreement could not be reached.

The paper noted that Sutherlin looked to resume work within 90 days with completion slated for October with 225 rooms included and another half-million dollars pumped into the enterprise, bringing the anticipated total to $850,000, while a new name of the Frances (this being the name of Mrs. Sutherlin) Apartments was also announced.

On the 17th, the paper went into further detail over the change, with it remarked that the project was “the subject of considerable discussion in realty and building circles” because of those financial problems as well as the new fact that “the contractors left the job” as they reached the ninth floor with the walls in June 1924. Moreover, Russell and Alpaugh were at work “in completing final plans and specifications” with bids expected to be received for the next phase within a month.

Although the Express of 13 June reported that the new construction contract was awarded to Scofield Engineering-Construction Company and that the cost would be about $417,000 for its work on 240 rooms divided into 104 apartments, it was another month before a new announcement was issued in the Hollywood Citizen that “for a consideration of $500,000 the Winter Construction Company has been awarded the contract.

Ten days later, the Times commented that work was finally resumed, but that the contract was for the unusual amount of $422,222 “to finish the structure below the ninth floor and for the concrete walls for the three additional floors. Lastly, it was mentioned that Sutherlin’s Southern States Realty Company decided to rename the edifice yet again, this time to the Asbury, this being the maiden name of his wife. Another month later, the local Baker Iron Works was awarded the contract to build the structure’s pair of high-speed, electrically controlled elevators.

By mid-September advertising picked up significantly. The Express of the 12th featured an ad that stated construction would be done within three months on “the beautiful building complete in every detail with its wonderful location and refined surroundings [that] supplies the convenience and comfort that make an apartment home most desirable.” This included hotel-style service “and the most modern housekeeping conveniences” and it was asserted that it was “less than rent to become an owner in this valuable property.”

With electric appliances, filtered and softened water, an incinerator, wall safes, ongoing hot water, a commissary department, and storage and trunk rooms, as well as a full laundry with service, the Asbury also offered a welcoming entrance and lobby, wide carpeted and well-lighted hallways, a glassed-in sunroom and roof garden, and a landscaped area at the back of the property. The two-story garage allowed for those residents with cars to use elevators for access, while “automobile service will always be available.”

An accompanying article reported that the total number of units was to be 94, according to Wayt, who was retained by Sutherlin’s firm to be agent and who told the paper, “no expense has been spared in making this one of the most beautiful and luxuriously equipped apartment houses ever built,” as well as “magnificent views sweeping the entire city” including to the Pacific where the Santa Monica Mountains terminated (this is now the devastated Pacific Palisades from the recent fires) as well as east to Mt. San Antonio (Baldy).

At the entrance, a court with a fountain was emphasized, and the rear yard walled-in was to have “tropical shrubbery and a sparkling fish pond to add enchantment,” as well as “comfortable chairs, lounges and swings will complete it as a rest haven.” Apartment appointments were available at modest cost because of the building’s scale and there was no need for ice delivery and its accompanying “muss and fuss” because each unit came with an iceless refrigerator, cooled by a plant in the basement, and an electric stove. Electric heat circulated throughout with variable controls in the apartments and incinerators were convenient to all, as well as a central vacuum cleaning system.

That hotel service meant the ability for ordering meals, while the sunroom and roof garden allowed for residents to enjoy “dancing, also radio, piano and phonograph for recreation” and “a serving room will be available, where refreshments may be served.” Considered unique was the ability for owners to choose light fixtures, wallpaper and other decorative elements for their units, so “no two apartments will be alike and individual tastes will be satisfied.” Lastly, financing for the Asbury was assured because Sutherlin, Barry and Company purchased the bond issue and retained the existing trustee.

A week later, the Express reported that Wayt was “besieged with countless people seeking additional information about the structure, including “the popularity of the plan . . . of owning a home in a magnificent apartment building of this character” with aspects usually only found in the “most expensive homes.” This, he asserted, was positive proof of the desirability of the owner-focused aspect of the project.”

The next day’s Times, also featuring a photo of the edifice as it was under construction, largely echoed its competitor’s reporting, though it added that the stoves were such that “meals can be cooked by automatic control whether the housewife is present or away” and that “the entire building will be under the wacthful [sic] call of the management night and day.” With respect to the garage, it was mentioned that “a night-and-day washing, polishing and greasing service will be provided for apartment owners at minimum cost.”

By late September, Sutherlin became the mouthpiece for the Asbury and he made the observation that comparing his building’s location with those that were considered prime ones at the start of the 20th century. He also remarked on the time-old desire of home ownership and that “the study of its perfection reads more like fiction than fact,” while also noting that rising costs of ownership was such that “it is no wonder so many people of considerable wealth continue to pay rent instead of owning their own homes.” He then stated,

Ever since the own-your-own apartment plan was conceived and proved an ideal mode of living by thousands of people in large Eastern cities this ideal home plan has increased in popularity by leaps and bounds. In the Asbury Apartments all the worth-while features that have become so popular in the best apartment house of this character throughout the land have been incorporated, in addition to many other ideas, placing this apartment house of beautiful homes in a unique, distinctive sphere.

The following week, the owner continued his promotional efforts by repeating that Easterners visiting the Asbury were intrigued with “the ‘homey’ plan adopted and the remarkable list of conveniences” and also “delighted with the magnificent plans submitted by the interior decorator for furnishing the lobby.” Obviously, he added, no Eastern house could compare with the local climate and the gardens boasted by the facility, while he repeated that the roof garden and sunroom constituted “a unique, exclusive feature” and the features of the units proved to be “a revelation.”

Another week passed and Sutherlin addressed the hotel-like service offered by the Asbury including the announcement of guests to owners after they waited for residents “amid luxurious surroundings” with this feature “assuring privacy and protection to the owners.” This last was enhanced by the wall safes in each unit, while the developer remarked that “maid service which takes care of all household problems, will also prove a boon to the housewife” and the garage components, mentioned above, were also featured.

For the next few months, ads were regularly placed in the papers, with one titled “Castles in Spain” and making comparisons of the Asbury to Spanish King Philip V and his famous summer palace, so that residents of the apartment house would find that “amidst the surroundings afforded by this ultra-modern community of homes, life will flow along as smoothly and pleasantly as in the retreats of royalty. These ads also mentioned that the development firm was the Asbury Corporation, with one promoting economy in terms of cost to value comparing comforts and conveniences.

The 29 November advertisement emphasized “Restful Interiors” with “tasteful interior decoration and furnishing with walls left plastered so that owners could choose their coverings and finishes along with fixtures. Moreover, “apartments completely furnished and decorated by Barker Bros” as models were to be soon available for inspection as “these specimen treatments clearly indicate what can be accomplished in creating real homes.”

A few days later, “Housekeeping Simplified” was featured, including many of the aforementioned appliances, as well as “individual refuse chutes” and meal service. The ad of the 6th notified readers that units varied the “three-room simplex to the eight-room maisonette with two baths and maid’s quarters,” while each unit had “large outside rooms, private foyer, and every modern conveniences.”

The 9 December promotional piece informed readers that buying at Asbury was “a fundamentally sound investment” as contracts drawn by legal advisors O’Melveny, Millikin, Tuller and MacNeil “insures the tenant-owner absolute protection.” The “plan of co-operative ownership” combined the best of accommodations and financing “with monthly payments less than rent.”

On the 13th, the theme was “Home and the Holiday Season” as it was commented that,

Yuletide thoughts are inseparably associated with home and family. How timely would be a visit to the Asbury Apartments and an investigation of the economical plan for acquiring an apartment home in this beautiful building! . . . A limited number of these co-operatively owned apartments are still available, for occupancy January first. Applications, accompanied by suitable business and personal references, will be given prompt consideration by the Board of Directors.

Advertising slowed after the dawn of 1926, though the Times included photos pairing the Asbury with the new nearby Elks Lodge. Early in January, an ad remarked “you’ll have no servant problems!” because “efficient maids and housemen are available at all times and at no extra cost to you.” Moreover, meals could be ordered on short notice and the commissary meant easy access and “simplifies the purchase of supplies.”

In February and March, leading to that open house, the ads were more general and the three-day reception from 2 to 6 p.m. on 21-23 March brought a two-page promotion in the Times with plenty of photos, including of sumptuous interiors. It was added that some units could be rented with an option to buy after half a year in applying that rent to the purchase price. It was also noted that Alpaugh primarily rendered the designs, while contractor Max Winter asserted that Sutherlin and his firm could easily have saved $100,000 by not providing as much luxury and convenience as they did.

W.C. Lea was mentioned for the “Minwax” treatment of the exterior finish and painting by J.W. Kidd was praised, while E.V. Fallgren was featured for his plaster and lathing expertise. Also highlighted were plumbing contractor J.M. Fickling, California Glass Company, roofer Weaver Roof Company, flagstone provider Anciano Stone Company and, especially, interior decorator Enair Peterson, who employed “a very pleasing Spanish design” at the entrance, lounge and elevator lobbies.

Forve-Pettibone provided electric fixtures and heating was done by R. Wolfsberg, Inc., while ranges came from the English Electric Co. and refrigeration and cold filtered drinking water were supplied by engineers Holmes and Sanborn. Hugh A. Beaton, an experienced hotel manager, was responsible for the Asbury’s owner services.

The Times of the 23rd reported that 2,000 visitors attended the Sunday open house, among them the writer of the message on the featured postcard of the Asbury from the Museum’s collection. “Bob” wrote to Emma Fitts of Cambridge, Massachusetts (later in the year, Thomas W. Temple II, Walter’s eldest child, would begin studies at Harvard Law School about a mile away):

Was in this building Sun. 85 apts, 85 auto. elec. ranges, 85 elec. refrigerators, every room heated by electricity, not a gas pipe in the building, elegant view, in the rear nice lawn, under that floors for car storage, $285.00 & up per mo. That’s everything but your food & drink. Swell.

The Asbury is now about a century old and remains a residential complex owned by Winstar Properties offering affordable housing units, while it also featured by the Los Angeles Conservancy on its website.