This is an original antique and rare c.1925 promotional brochure for the Palos Verdes Estates planned community housing development in Southern California. This brochure is a four page pamphlet format measuring about 9” x 6”. The front cover is titled A CHARMING AND LIVABLE HOUSE and features a photo of the “Exhibition House” that had been constructed “…on a spacious lot on the corner of the Paseo and Via Aromitas, directly opposite the new Haggarty residence…”
This brochure describes the house’s architectural style as inspired by Southern Spain and Arabesque traditions with Italian influences. Floor plans and couple photos are provided on the interior pages with descriptive text on the first and last page. The brochure mentions the landscaping done by the Olmstead Brothers which is a reference to noted architect and planner Frederick Law Olmstead, Jr. who was one of the key figures in developing the Palos Verdes Estates subdivision. The last page indicates that 14-room 3-car garage home was offered for sale at $75,000.
This brochure isn’t printed with a date but the earliest building in the Palos Verdes Estates began in 1923 and this brochure looks to be from that c.1925 time period. This antique original brochure is fully complete and well intact with moderate handling wear, some toning from and some foxing. The brochure has a lateral crease from having been folded across the middle. Overall condition is good for this early piece of Palos Verdes Estates promotional literature. Email any questions. Thanks for looking.
The following is some information on Palos Verdes Estates from Wikipedia:
Palos Verdes Estates is a coastal city in Los Angeles County, California, United States, situated on the Palos Verdes Peninsula and neighboring Rancho Palos Verdes and Rolling Hills Estates. The city was master-planned by the noted American landscape architect and planner Frederick Law Olmsted Jr. The city is located along the Southern California coastline of the Pacific Ocean.
The population was 13,347 at the 2020 census, a slight decrease from its 2010 population of 13,438. Palos Verdes Estates is one of the wealthiest cities in the United States. The 90274 ZIP code (covering the cities of Palos Verdes Estates and Rolling Hills) is considered some of the most exclusive and expensive neighborhoods in the United States. The city is also known for its high-performing school district, hiking trails, and oceanfront properties.
History
In 1846, Rancho de los Palos Verdes was separated from Rancho San Pedro and granted to José Loreto Sepúlveda (shown) and Juan Capistrano Sepúlveda.
Palos Verdes Estates was established as a planned community in 1923, with 3,200 acres (1,300 ha) carved out of the former Rancho Palos Verdes property of over 16,000 acres (6,500 ha). Frank Vanderlip established both a land syndicate holding the Palos Verdes Peninsula, and a real estate development trust for the Palos Verdes Estates subdivision. The Commonwealth Trust Company filed the Palos Verdes Protective Restrictions in Los Angeles County in 1923. These restrictions established rules for the developer and all land owners. The developer was required to set aside half of the land for common use, including roads and parks, but also to build bridle paths, a golf course, and retain several miles of coastline free of development. No less than ninety percent of the remaining land was required to be used for single-family homes.
The designers of Palos Verdes Estates, Frederick Law Olmsted Jr. and Charles Cheney, used deed restrictions as a method of controlling development of the subdivision, even after many of the lots would have already been sold. The deed restrictions prohibited nuisance businesses, such as polluting industries, but also bars and cemeteries. The deed restrictions also included an exclusionary racial covenant which forbid an owner from selling or renting a house to anyone who wasn't white. They were also not permitted to have African-Americans on their property with the exception of chauffeurs, gardeners, and domestic servants. The “sundown rule” was strictly in effect, and it wasn’t until 1948 when such restrictions were declared unconstitutional. Yet, it took 20 more years until the Fair Housing Act was passed in 1968 for the reality of the civil rights protections to take hold. An art jury reviewed all building plans, regulating any structure in regard to style, material, and even small details like color and the pitch of the roof.[18] The construction of fences and hedges were subject to evaluation by the art jury.
The city's oldest building is La Venta Inn built in 1923 as a sales office for Vanderlip and his business associates. Other buildings were erected mostly around the shopping area in Malaga Cove. Palos Verdes Estates was finally incorporate in 1939. The Malaga Cove Plaza building of the Palos Verdes Public Library, designed by Pasadena architect Myron Hunt, was placed on the National Register of Historic Places in 1995.
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