Mar Vista, California
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History
By the early 1920s the community (then called Ocean Park Heights) was growing rapidly and saw the potential for becoming an incorporated city. In 1924, the name of the community was changed from Ocean Park Heights to Mar Vista. In 1926, Mar Vistans decided not to incorporate, but rather to be annexed to Los Angeles. Mar Vista was influenced by the fact that two neighboring cities had voted for annexation to Los Angeles, based on concern about water, and growing populations. Venice was annexed to Los Angeles in 1925, and Barnes City joined the metropolis in 1927.
The name Ocean Park Heights came from the first tract of homes built along the Venice Short Line. The tract, and the train station that served it shared the Ocean Park Heights name. This was 1904. Until 1907, the City of Venice was the City of Ocean Park. The City Hall of Ocean Park - subsequently the City Hall of Venice - was on Venice Blvd., now the Beyond Baroque Theater. Until 1907, the back country of Ocean Park with its 200-foot hill, was appropriately called Ocean Park Heights. It wasn't until 1924, that the then inappropriate name, was changed to Mar Vista.
By 1924, there were a number of tracts along Venice Blvd., and the names of several of them were proposed to replace Ocean Park Heights. These included Walnut Glen, Del Mar, Roseboro, and Hillcrest. There was a new tract north of Venice Blvd. and west of Centinela Avenue called New Mar Vista. The nearest Red Car station was named Mar Vista. After much debate, Mar Vista was selected as the name to replace Ocean Park Heights.
In 1924 Ocean Park Heights became Mar Vista, and in 1927 Mar Vista became part of the City of Los Angeles. The area annexed to Los Angeles extended north from Washington Blvd. to Pico Blvd. and from Walgrove east to Overland. Most of this area was farmland. The major crop was lima beans, which could be dry farmed. Mar Vista became known as being in the Lima Bean Belt of the Nation.
By 1912, there were four large tracts that made up Ocean Park Heights. The original Ocean Park Heights tract included Ocean View, Grand View and Mountain View streets. The East Ocean Park Tract was south of Venice Blvd. between Centinela Avenue and Inglewood Blvd. The tract east of Inglewood Avenue, which includes the new fire station and extends east to McLaughlin was Tract 928. It is the Oval tract. West of Centinela on the south side of Venice Blvd. was the Del Mar Tract. Grand View was the widest street in Los Angeles County, and the first gated community. The wide street allowed horse drawn carriages to make a u-turn, as the street dead ended at Charnock Road. The top of the hill was a dump - a dump site with the grandest views in Los Angeles County
By the early 1920s the community (then called Ocean Park Heights) was growing rapidly and saw the potential for becoming an incorporated city. In 1924, the name of the community was changed from Ocean Park Heights to Mar Vista. In 1926, Mar Vistans decided not to incorporate, but rather to be annexed to Los Angeles. Mar Vista was influenced by the fact that two neighboring cities had voted for annexation to Los Angeles, based on concern about water, and growing populations. Venice was annexed to Los Angeles in 1925, and Barnes City joined the metropolis in 1927.
The name Ocean Park Heights came from the first tract of homes built along the Venice Short Line. The tract, and the train station that served it shared the Ocean Park Heights name. This was 1904. Until 1907, the City of Venice was the City of Ocean Park. The City Hall of Ocean Park - subsequently the City Hall of Venice - was on Venice Blvd., now the Beyond Baroque Theater. Until 1907, the back country of Ocean Park with its 200-foot hill, was appropriately called Ocean Park Heights. It wasn't until 1924, that the then inappropriate name, was changed to Mar Vista.
By 1924, there were a number of tracts along Venice Blvd., and the names of several of them were proposed to replace Ocean Park Heights. These included Walnut Glen, Del Mar, Roseboro, and Hillcrest. There was a new tract north of Venice Blvd. and west of Centinela Avenue called New Mar Vista. The nearest Red Car station was named Mar Vista. After much debate, Mar Vista was selected as the name to replace Ocean Park Heights.
In 1924 Ocean Park Heights became Mar Vista, and in 1927 Mar Vista became part of the City of Los Angeles. The area annexed to Los Angeles extended north from Washington Blvd. to Pico Blvd. and from Walgrove east to Overland. Most of this area was farmland. The major crop was lima beans, which could be dry farmed. Mar Vista became known as being in the Lima Bean Belt of the Nation.
By 1912, there were four large tracts that made up Ocean Park Heights. The original Ocean Park Heights tract included Ocean View, Grand View and Mountain View streets. The East Ocean Park Tract was south of Venice Blvd. between Centinela Avenue and Inglewood Blvd. The tract east of Inglewood Avenue, which includes the new fire station and extends east to McLaughlin was Tract 928. It is the Oval tract. West of Centinela on the south side of Venice Blvd. was the Del Mar Tract. Grand View was the widest street in Los Angeles County, and the first gated community. The wide street allowed horse drawn carriages to make a u-turn, as the street dead ended at Charnock Road. The top of the hill was a dump - a dump site with the grandest views in Los Angeles County
Neighborhood
Mar Vista is an economically diverse neighborhood of apartment buildings and single-family homes. The hilly areas near its border with Santa Monica, whose spectacular ocean views give Mar Vista its name, hold some of the most expensive land in the community.
Mar Vista is considerably less densely populated than neighboring Palms, as its homeowners' associations successfully fended off the 1950s up-zoning that changed much of Palms and West Los Angeles from suburban areas to renter-dominated urban neighborhoods. It should be noted, though, that some 60 percent of the district's residents live in rental housing, owing to the density of apartment buildings on thoroughfares like Venice Boulevard and Barrington Avenue.
In recent years, the escalating cost of real estate (even a 1,500 square foot (140 m2) 1940s tract house may go for upwards of $800,000) has led to a rise in the number of newly constructed Mediterranean Revival-inspired houses on Mar Vista Hill. Nearby UCLA maintains a large graduate student housing complex along Sawtelle Boulevard near National Boulevard, as well as a smaller housing block along the north side of Venice Boulevard between Inglewood and McLaughlin Avenues.
Current Los Angeles City Council member Bill Rosendahl resides in Mar Vista. He was elected in 2005 on a slow growth platform, motivated in large part by the concerns of Mar Vista residents over traffic congestion and lost views resulting from the Playa Vista project.
The Pacific Electric Railway "Red Car" streetcars ran along Venice and Culver Boulevards during the neighborhood's early years, but were shut down after World War II.
Mar Vista is an economically diverse neighborhood of apartment buildings and single-family homes. The hilly areas near its border with Santa Monica, whose spectacular ocean views give Mar Vista its name, hold some of the most expensive land in the community.
Mar Vista is considerably less densely populated than neighboring Palms, as its homeowners' associations successfully fended off the 1950s up-zoning that changed much of Palms and West Los Angeles from suburban areas to renter-dominated urban neighborhoods. It should be noted, though, that some 60 percent of the district's residents live in rental housing, owing to the density of apartment buildings on thoroughfares like Venice Boulevard and Barrington Avenue.
In recent years, the escalating cost of real estate (even a 1,500 square foot (140 m2) 1940s tract house may go for upwards of $800,000) has led to a rise in the number of newly constructed Mediterranean Revival-inspired houses on Mar Vista Hill. Nearby UCLA maintains a large graduate student housing complex along Sawtelle Boulevard near National Boulevard, as well as a smaller housing block along the north side of Venice Boulevard between Inglewood and McLaughlin Avenues.
Current Los Angeles City Council member Bill Rosendahl resides in Mar Vista. He was elected in 2005 on a slow growth platform, motivated in large part by the concerns of Mar Vista residents over traffic congestion and lost views resulting from the Playa Vista project.
The Pacific Electric Railway "Red Car" streetcars ran along Venice and Culver Boulevards during the neighborhood's early years, but were shut down after World War II.
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12532 Matteson Ave
Mar Vista, California 90066
1948 Original Owners:
Darrell George and Phyllis Eleanor McCord
Original purchase price: $15,000.
Sold in 1978 for approximately $87,000
2007 Current Owners:
Kennard A Ramsey and Suzanne M Hines
About 12532 Matteson Ave:
County/Region:
Los Angeles County, California/West Los Angeles
Year Built: 1948
Builder: C.P. Averett who also lived at 12547 Matteson Avenue
Square Footage: 1,692 (living)
Lot Size: 5,760 sq.ft.
Bedrooms: 3.0
Bathrooms: 2.0
(originally 2 bedrooms, 1 bath; sometime around 1958, with 3 boys and one girl, a master bedroom, master bath, laundry room, and a bedroom extension were added to the rear of the house.)
Census tract:
2722/North of Culver West Park
Property Taxes: $6,149.02 (2008)
High School: Los Angeles
Property History:
Date Event Price Source
March 01, 1990 Sold $367,000 Public Records
2010 Estimate $706,000
Mar Vista, California 90066
1948 Original Owners:
Darrell George and Phyllis Eleanor McCord
Original purchase price: $15,000.
Sold in 1978 for approximately $87,000
2007 Current Owners:
Kennard A Ramsey and Suzanne M Hines
About 12532 Matteson Ave:
County/Region:
Los Angeles County, California/West Los Angeles
Year Built: 1948
Builder: C.P. Averett who also lived at 12547 Matteson Avenue
Square Footage: 1,692 (living)
Lot Size: 5,760 sq.ft.
Bedrooms: 3.0
Bathrooms: 2.0
(originally 2 bedrooms, 1 bath; sometime around 1958, with 3 boys and one girl, a master bedroom, master bath, laundry room, and a bedroom extension were added to the rear of the house.)
Census tract:
2722/North of Culver West Park
Property Taxes: $6,149.02 (2008)
High School: Los Angeles
Property History:
Date Event Price Source
March 01, 1990 Sold $367,000 Public Records
2010 Estimate $706,000
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Some of Our Neighbors:
Italics represent folks from when we lived there 1948-1978, whose families are still there!
12500 Matteson Ave $860,000.
12501 Matteson Ave Cloyd E Milton (Trustee) and Cloyd E Milton (Trust) $742,000.
12508 Matteson Ave James T Rieth and Joanne Rieth $599,000.
12509 Matteson Ave Terry H Laughlin (Trustee) and Terry H Laughlin (Trust) $834,000.
12516 Matteson Ave James J Stapleton (Trustee) and Stapleton (Family Trust) $683,000.
12517 Matteson Ave George Abdelmalak $609,000.
12523 Matteson Ave Alan Schneider, and Julie Lentin $595,000.
12524 Matteson Ave Edward H Mosman and Agnes F Mosman $596,000.
12531 Matteson Ave James A Edwards and Sharon K Edwards $857,000.
12532 Matteson Ave Kennard A Ramsey, and Suzanne M Hines $706,000.
12539 Matteson Ave Joe F Wood and Otheta E Wood (Trustees) $698,000.
12540 Matteson Ave Leigh S Colitre and Marietta L Colitre $728,500.
12547 Matteson Ave Judith E Averett (Trustee), (Trust) and Averett, C P $718,000.
12548 Matteson Ave Helen Sklar $850,000.
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Clairol Incorporated
Clairol is a personal care products division of Procter & Gamble. The Clairol company was started in 1931 by an entrepreneurial chemist and his wife who named their enterprise after a hair-coloring preparation they found while traveling in France. In the 1950s, after two decades of selling the company’s hair tint to beauty salons, Clairol became a household name when it launched the first one-step home hair color formula, Miss Clairol Hair Color Bath, which debuted with the now-famous catchphrase, “Does she…or doesn’t she? Only her hairdresser knows for sure.” Within six years of Miss Clairol’s launch, 70% of women were coloring their hair.
With a shampoo-in hair color and a memorable catchphrase, Clairol captured the feminist sensibilities of the day, wrote Malcom Gladwell, author of social-psychology bestsellers The Tipping Point and Blink, in “True Colors,” a 1999 New Yorker article about the hidden history of hair dye. He posited: “In writing the history of women in the postwar era, did we forget something important? Did we leave out hair?”
Alex’s Industry Makeover:
In 1949 the single-step Miss Clairol Hair Color Bath was introduced to the U.S. beauty industry. When Clairol sales representatives gave a live demonstration of Miss Clairol at the International Beauty Show in New York City, thousands of hairdressers and beauticians gathered to watch. Bruce Gelb, son of Lawrence and Joan and a former Clairol executive, described the scene in the New Yorker article: “They were astonished. This was to the world of hair color what computers were to the world of adding machines. The sales guys had to bring buckets of water and do the rinsing off in front of everyone, because the hairdressers in the crowd were convinced we were doing something to the models behind the scenes.”
In 1956 Clairol launched an at-home version of Miss Clairol hair color, promoted by one of the most effective advertising campaigns of the time:
"Does she…or doesn’t she? Only her hairdresser knows for sure."
In 1957 the Gelbs sold their company to Bristol-Myers. Sons Bruce and Richard L. Gelb filled executive positions at that pharmaceutical company; Richard became chief executive officer in 1972. Bristol-Myers merged with Squibb Corporation to form Bristol-Myers Squibb, and Richard Gelb remained the merged company's CEO until 1993. Procter & Gamble purchased the Clairol division from Bristol-Myers Squibb in 2001 for $4.95 billion.
Clairol is a personal care products division of Procter & Gamble. The Clairol company was started in 1931 by an entrepreneurial chemist and his wife who named their enterprise after a hair-coloring preparation they found while traveling in France. In the 1950s, after two decades of selling the company’s hair tint to beauty salons, Clairol became a household name when it launched the first one-step home hair color formula, Miss Clairol Hair Color Bath, which debuted with the now-famous catchphrase, “Does she…or doesn’t she? Only her hairdresser knows for sure.” Within six years of Miss Clairol’s launch, 70% of women were coloring their hair.
With a shampoo-in hair color and a memorable catchphrase, Clairol captured the feminist sensibilities of the day, wrote Malcom Gladwell, author of social-psychology bestsellers The Tipping Point and Blink, in “True Colors,” a 1999 New Yorker article about the hidden history of hair dye. He posited: “In writing the history of women in the postwar era, did we forget something important? Did we leave out hair?”
Alex’s Industry Makeover:
In 1949 the single-step Miss Clairol Hair Color Bath was introduced to the U.S. beauty industry. When Clairol sales representatives gave a live demonstration of Miss Clairol at the International Beauty Show in New York City, thousands of hairdressers and beauticians gathered to watch. Bruce Gelb, son of Lawrence and Joan and a former Clairol executive, described the scene in the New Yorker article: “They were astonished. This was to the world of hair color what computers were to the world of adding machines. The sales guys had to bring buckets of water and do the rinsing off in front of everyone, because the hairdressers in the crowd were convinced we were doing something to the models behind the scenes.”
In 1956 Clairol launched an at-home version of Miss Clairol hair color, promoted by one of the most effective advertising campaigns of the time:
"Does she…or doesn’t she? Only her hairdresser knows for sure."
In 1957 the Gelbs sold their company to Bristol-Myers. Sons Bruce and Richard L. Gelb filled executive positions at that pharmaceutical company; Richard became chief executive officer in 1972. Bristol-Myers merged with Squibb Corporation to form Bristol-Myers Squibb, and Richard Gelb remained the merged company's CEO until 1993. Procter & Gamble purchased the Clairol division from Bristol-Myers Squibb in 2001 for $4.95 billion.