M E M O R A N D U M 10-A PLANNING AND COMMUNITY DEVELOPMENT DEPARTMENT CITY OF SANTA MONICA PLANNING DIVISION DATE: May 14, 2018 TO: FROM: SUBJECT: The Honorable Landmarks Commission Planning Staff 1314 7 th Street, 18ENT-0049 Public Hearing to consider Landmark Designation Application 18ENT-0049 to determine whether the property consisting of a six-story PWA Moderne style commercial building, in whole or in part, should be designated as a City Landmark and whether to designate an associated Landmark Parcel. PROPERTY OWNER: Divco West APPLICANT: Divco West INTRODUCTION & BACKGROUND The property owner, Divco West, has filed a Landmark Designation application for a sixstory PWA (Public Works Administration) Moderne style commercial building located on the subject property. The subject building, commonly known as the Associated Telephone Company Building, was constructed in 1937 and is located in the Downtown Community Plan area. A Landmark Assessment report was prepared for the subject building by the Historic Resources Group (HRG) provided as Attachment B. Based on the findings as provided in the report, the consultant finds that the property is eligible for Landmark designation under the City of Santa Monica Landmark criteria 9.56.100(A)(1) for its association with Santa Monica s telephone industry, criteria 9.56.100(A)(2) for its aesthetic interest, and criteria 9.56.100(A)(4) as a rare local example of a PWA Moderne commercial building. Historic Resources Inventory Status The subject building was identified in the 2010 Santa Monica Historic Resources Survey prepared by ICF Jones & Stokes and evaluated as a 5D3, as a property that contributes to a thematic district of three buildings (1256 7 th Street, 1301 6 th Street, and the subject property) constructed for the various historic telephone companies which operated in Santa Monica. In the 2017 Downtown Community Plan Survey Update, the thematic district was no longer identified. The building was reevaluated as a 5S3, identifying the - 1 -
property appears to be individually eligible for local listing/designation through survey evaluation. PUBLIC NOTIFICATION Notice of this hearing was provided as required by Section 9.56.170(c) of the Landmarks Ordinance, with notice sent to all owners and occupants within a 300-foot radius and a newspaper notice published in the Santa Monica Daily Press at least 10 consecutive calendar days prior to the hearing. A copy of the notice is included as Attachment A. ANALYSIS Property Information and Architectural Description The subject property consists of approximately 29,900 square feet and is located on the west side of 7 th Street between Arizona Avenue and Santa Monica Boulevard in the Neighborhood Village district in the Downtown Community Plan area. The property is adjacent to the Santa Monica Public Library to the south and low-scale commercial office buildings to the north. The Associated Telephone Company building is designed in the PWA Moderne style incorporating elements of Art Deco architecture, a popular style for commercial, institutional and civic buildings constructed during the Depression era (mid-1930s through early 1940s). Rectangular in plan and constructed with reinforced concrete, the building consists of a symmetrical composition with the primary (east) elevation divided into five bays of broad, fluted piers that continue uninterrupted to the flat roofline ornamented with cast friezes in a chevron pattern. The building consists of painted concrete walls and reeded spandrel panels on the east, south, and north facades. Fenestration consists primarily of horizontal groupings in each bay composed of two and three steel sash casement windows with fixed transom lights. The flat roof includes a rectangular penthouse surrounded by a rooftop terrace at the southwest corner of the building. The primary entrance with exposed-aggregate paving is located at the center of the east elevation and consists of a pair of fully-glazed metal doors with metal-framed sidelights below a two-story curtain wall that is framed by curved piers and a projecting canopy with reeded keystone. Recently installed, partially enclosed outdoor dining patios are located in front of the building adjacent to the sidewalk. There are several secondary entrances on the west façade consisting of partially-glazed paneled doors. A two-story addition (1981) on the south façade consists of reinforced concrete exterior walls clad in corrugated metal siding. The subject building has undergone several alterations since its original construction. In 1937, an 820 square foot automobile storage building was added to the site. In 1946, three additional stories were added to the building resulting in a total of six stories, also designed in the PWA Moderne style consistent with the original building. In 1950, a full height addition was added to the building s north elevation within a recessed volume of the original building. A two-story addition was added to the building s south elevation in 1981 that is visible from the street, constructed of reinforced concrete exterior walls with - 2 -
portions clad in corrugated metal siding. In 2013, the building was renovated to accommodate commercial/restaurant use on the ground floor and creative offices on upper floors. The scope of work included the removal of non-original metal window grilles on the ground level and new doors to provide access to the front patios, addition of egress stairs to the rear elevation, and interior renovations. Although there have been alterations to the building including the north (1950) and south additions (1981), and the replacement of the original entry with contemporary glazing, the building retains sufficient integrity and continues to convey its historic significance and architectural qualities. Character-defining features of its original design include its reinforced concrete construction, overall rectangular plan with symmetrical composition, flat roof and parapet with cornice detail, painted exterior concrete walls, fluted piers and reeded spandrel panels, cast friezes in a chevron pattern, grouped steel sash casement windows with fixed transom lights, and a stepped, projecting entry canopy with a reeded keystone and rounded piers. Historic Context In the 1920s, Santa Monica s population increased from 15,000 to 37,000, the largest increase in the City s history. Commercial trends that began in the early 20th century continued in the 1920s with the establishment of numerous prominent commercial buildings downtown including the City s tallest buildings, along with the continued development of resort and tourist-related resources. The downtown commercial core continued to expand commensurate with the growing population. Following the commercial building boom of the 1920s, the City began to transform from a small seaside resort town to a metropolitan shopping district. Two and three-story commercial buildings were developed in the downtown during the years leading up to World War II. The telephone industry was a key component of the City s economic development beginning in the 19th century. In 1929, six telephone companies including the Santa Monica Bay Telephone Company merged under the name Associated Telephone Company. In 1937, the newly-consolidated Associated Telephone Company constructed the subject PWA Moderne style building designed by structural engineer Maurice Sasso. The 10,000 square foot office and telephone equipment building was three-stories tall with a rooftop penthouse centered above the primary entrance. The building would serve as the headquarters and principal telephone exchange facilities for the Bay District between 1937 and 1956, with the toll and long-distance services located at nearby 625 Arizona Avenue. By 1939, Associated Telephone was part of the General Telephone Corporation, one of the two largest telephone companies in the country at the time. General Telephone designated the subject building as the headquarters for its companies in the western United States. The building consisted of offices, switching stations, and infrastructure that provided telephone service to Santa Monica residents and nearby communities. Associated Telephone was General Telephone s fastest-growing subsidiary in the post- - 3 -
World War II period. By the mid-1950s, the company s executive and general headquarters moved to a newly-constructed facility at the corner of Santa Monica Boulevard and 20th Street within the City. The subject building was retained for the company s western division until 1967 when personnel were relocated from the building. Although General Telephone retained the building for telephone equipment through the 1990s, its primary operations had shifted elsewhere. The subject building is significant for its association with Santa Monica s telephone industry, network of telephone infrastructure, and was integral to the City s telecommunications system. Accordingly, the building symbolizes elements of the economic history of the City. Constructed by the Associated Telephone Company as their headquarters in 1937, the building was associated with the local telephone industry for approximately 30 years. Periods of Significance Two periods of significance are identified for the property based on the building s association with the City s economic history and for its distinguishing architectural characteristics. Based on the building s association with the City s economic history, the period of significance is from the building s construction date of 1937 until 1967 when the use of the building by General Telephone personnel ended. Based on the building s distinguishing architectural characteristics, the period of significance is from the building s construction date of 1937 until 1946 when three additional stories were added to the original structure resulting in the subject six-story building. Landmarks Ordinance/Findings The Landmarks Ordinance requires the Commission to review the building s eligibility as a landmark based on the six criteria discussed below. In order to be designated as a City Landmark, the Commission is required to find that the property meets one or more of these criteria. Based on the findings as provided in the Landmark Assessment Report, the consultant finds that the property appears eligible as a landmark under the City of Santa Monica Landmark criterion 9.56.100(A)(1), 9.56.100(A)(2), and 9.56.100(A)(4). Based on the research and evaluation of 1314 7 th Street, staff agrees with the consultant s findings that the property satisfies Landmark Designation Criterion 1, 2, and 4. The following draft findings are provided to support this conclusion: (1) It exemplifies, symbolizes, or manifests elements of the cultural, social, economic, political or architectural history of the City. The subject building exemplifies elements of the City s economic development and history related to the telephone industry. The PWA Moderne style building was constructed in 1937 for the Associated Telephone Company and served as their headquarters and principal exchange facility between 1937 and 1956. By 1939, Associated Telephone was part of the General Telephone Corporation, one of the two largest telephone companies in the country at the time. General Telephone designated the subject building as the - 4 -
headquarters for its companies in the western United States. The building consisted of offices, switching stations, and infrastructure that provided telephone service to Santa Monica residents and nearby communities. Associated Telephone was General Telephone s fastest-growing subsidiary in the post- World War II period. By the mid-1950s, the company s executive and general headquarters moved to a newly-constructed facility at the corner of Santa Monica Boulevard and 20th Street within the City. The subject building was retained for the company s western division until 1967 when personnel were relocated from the building. Although General Telephone retained the building for telephone equipment through the 1990s, its primary operations had shifted elsewhere. The subject building is significant for its association with Santa Monica s telephone industry, network of telephone infrastructure, and was integral to the City s telecommunications system. Accordingly, the building symbolizes elements of the economic history of the City. Constructed by the Associated Telephone Company as their headquarters in 1937, the building was associated with the local telephone industry for approximately 30 years. Therefore, the subject building appears to satisfy this criterion. Based on the building s association with the City s economic history, the period of significance is from the building s construction date of 1937 until 1967 when the use of the building by General Telephone personnel ended. (2) It has aesthetic or artistic interest or value, or other noteworthy interest or value. The subject building is a rare example of PWA Moderne architecture in the City and embodies distinguishing architectural characteristics valuable to a study of the PWA Moderne style and Depression-era architecture in the City. As such, the building has aesthetic interest and value to the City. Therefore, the subject building appears to satisfy this criterion. Based on the building s aesthetic value, the period of significance is from the building s construction date of 1937 until 1946 when three additional stories were added to the original structure resulting in the subject six-story building. (3) It is identified with historic personages or with important events in local, state or national history. No evidence was found to suggest that the subject building was identified with a historic personage who made significant contributions to local, state, or national history. In addition, there is no evidence that an important event occurred at this property. Therefore, the subject property does not appear to satisfy this criterion. (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 Associated Telephone Company building is designed in the PWA Moderne style - 5 -
incorporating elements of Art Deco architecture, a popular style for commercial, institutional and civic buildings constructed during the Depression era (mid-1930s through early 1940s). The building is a rare and prominent example of PWA Modern architecture in the City. The three-story addition constructed in 1946 was designed by the building s original designer and exhibits the same character-defining features of the PWA Moderne architectural style as the original building. Alterations to the building thereafter were utilitarian and modest in design, and lack distinctive architectural characteristics. Therefore, based on the building s distinguishing architectural characteristics, the period of significance is from the building s construction date of 1937 until 1946 when three additional stories were added to the original structure resulting in the subject six-story building. Although there have been alterations to the building, it continues to convey its historic significance/architectural qualities and retains sufficient integrity and characterdefining features of its original design. These features include its overall rectangular plan with symmetrical composition, flat roof and parapet with cornice detail, fluted piers and reeded spandrel panels, cast friezes in a chevron pattern, grouped steel sash casement windows with fixed transom lights, and a stepped, projecting entry canopy with a reeded keystone and rounded piers. The building embodies distinguishing architectural characteristics valuable to a study of the PWA Moderne style and Depression-era architecture in the City. Therefore, the subject building appears to satisfy this criterion. (5) It is a significant or a representative example of the work or product of a notable builder, designer or architect. The subject building is a good example of PWA Moderne commercial architecture. Although the building s designer Maurice Sasso was a locally active structural engineer and occasional designer, he was not prolific and does not appear to be a figure of generally recognized greatness in the field whose work is distinguishable from others by its characteristic style and quality. The Associated Telephone Building was constructed by Pozzo Construction Company, which was established in Los Angeles in 1898. The company was a prolific local builder, specializing in architecturally significant institutional, industrial, and commercial buildings. However, the Associated Telephone Building is not the best example of the Pozzo Construction Company s work, which included St. Basil s Catholic Church (A.C. Martin & Associates, 1969; Koreatown), the Braille Institute of America (William L. Pereira and Associates, 1975; Hollywood), and several major California Federal Savings & Loan banks. Therefore, the building is not a significant or representative example of the work of a notable architect or builder and therefore does not appear to satisfy this criterion. (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 subject property is located in the City s Downtown district, an urbanized area with a mix of commercial retail, restaurant, office, institutional, and residential buildings ranging from one to fourteen stories in height. Buildings in the area represent several periods of development in a broad range of architectural styles. The subject property was constructed in 1937 as a three-story commercial telephone building and has undergone - 6 -
alterations including a three-story addition in 1946. The property is not located in a unique location in the City and does not consist of a unique singular physical characteristic. Furthermore, the building is not an established and familiar visual feature in the downtown area. Therefore, the subject property does not appear to satisfy this criterion. RECOMMENDATION Staff recommends that the Commission designate the property located at 1314 7 th Street as a City Landmark consisting of the subject building and the parcel (Assessor s Parcel Numbers 4291-009-012 through -020, inclusive, APN 4291-009-809 through -811, inclusive, and APN 4291-009-815, -817, and -818) on which it is sited as a Landmark Parcel based on the draft findings of designation Criteria 1, 2, and 4 contained herein. Pursuant to SMMC 9.36.180, the Landmarks Commission s determination regarding this application may be appealed to the City Council if the appeal is filed with the City Planning Division within ten (10) consecutive days commencing from the date that the decision is made by the Landmarks Commission. Attachments: A. Public Notice B. Applicant s Materials C. Landmark Assessment Report, Historic Resource Group, April 2018-7 -