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HOW SOUTHWEST IS BEAUTIFYING ITSELF WITH HOMES

LOS ANGELES HERALD: SUNDAY MORNING, NOVEMBER 24, 1907. PART 111

RENTAL DEMAND ISEXCEEDINGL YHEAVY

HAMBURGER STRUCTURE ,STANDS SEVERE TEBT

IS TOO SMALL

NUMBER OF AVAILABLE HOUSES

A test of a nineteen-foot span on. tho

first floor of the reinforced concrete sec-tion of the new Hamburger departmentstore building wns made a few days ngoby City Concrete Inspector Blee. An

area or 866 square feel w:ih tested Witha load of 540 pounds to th« square foot,

or a total load of 18,170 pounds. Withthis enormous load, four time! th<-amount it should withstand, there wasa deflection of but oiip-clxticnth (if aninch. Architect Alfred F. Roscnl). In Isthe architect In charge of tho erection ofthis building. th« engineer and superin-tendent on the job bolng A. F. Martin.The general contractor. Is C. Leonardt.

WILLSOON BEGIN ONMANUFACTURING PLANTS

lroquois Bottling Company Is to Have

Large Building, Which Will Be IEquipped with Modern¦ Machinery

W. M.Bell was awarded the contract tobuild a two-Etory brick structure, 40x130feet, on the northwutf corner of Seven-teenth and Los Angeles streets, for JohnK. SmuiT. It willbe arranged Into lofts,find willho used for manufacturing pur-poses. Architects Garrett & Blxby drewthe plnns.

C, B. Steddom was awarded the gen-erul contract for the construction of atwo story fratnf apartment building onFourth street, nr-ar Boylston avenue, torWilliam Peterson. It will contain eight

J. D. MacDonald, 735 East Washingtonstreet, has prepared the plans and will

soon commence the erection of two brick

buildings for Louis Eschardles; one atwo-story structure, 40x120 feet, willbe constructed on San Pedro street be-tween Sixth and Seventh streets. Theother one Is 24xH>0 feet in size, and alsoon San Pedro street between Seventh andEighth streets. Moth buildings wi.l beused for light manufacturing purposes.The brick work has been let to P. F.Tracy.

DININGROOM

MANCHESTER HEIGHTS TRACT

IMPROVED ON LARGE SCALE

Advertising

Grider.Hamllton.Oswald Company At.

tributes Its Great Success In Busi.

ness to Persistent, Judicious

SCHERER STREET LOT ISPURCHASED FOR $17,500

OF ERECTION

MANY HOMES ARE IN PROCESS

ST. VINCENT TRACTWILL BE CHOICE

Several Sales in Different Parts ofthe City Are Reported to Have

Been Made at GoodPrices

Los Angeles Investment Company HasFifty.four Houses Under Con.

struction in VariousParts of City

Don't cut the printing bill. There isgold In every line of good advertising."

"Never stop hustling. Advertisingmakes your property known to the bestpossible advantage. It is up to you todo the rest."

The Grlder-Tlamllton-Oswald companyis r.ow exploiting Manchester Heights,a sightly subdivision located on highground at the cAier of Vermont andManchester avenues. This tract was lib-erally advertised and a barbecue andopen nir concert given on the openingday, which was attended by 15,000 people.

The street work, on which somethinglike $35,000 has been expended, is nowapproaching completion and several at-tractive cottages have already been built.Contracts have been let for a $20,000 con-vent and school and for a $5000 church,to be built by the Dominicnn order.There is a $14,000 public school only twoblocks away.

Through this supposedly dull time forreal estate subdivisions the Grirler-Ham-ilton-Oswuld company has sold duringthe past ninety days fifty lots at anaverage of $450 each.

Mr. Grider and his associates haveplaced on the market and sold over fiftysubdivisions, with total receipts of con-siderably over a milliondollars, compris-ing over 1000 acres.

E. K. Benchley has sold to J. F. Bu-miller 350 feet frontage on Scherer street,running 200 feet on Lawrence street, fora reported consideration of $17,500.

R. Fisher has purchased from H. Cald-well the property at 4015 Adair street for$GOOO. The lot carries a cottage and flatsin the rear.

F. H. Merlow has bought a ten-roomhouse at 1331 Carroll avenue for $5000.

J. N. Rushton has purchased from E.Morgan n eight-room residence at 2028Sunset boulevard for $7000.three-room suites, each provided withfully equipped bathrooms, buffet kitchen,

mantels, gas and electricity, and built-infurniture. It will be first clasE In everyrespect.

The Pioneer Building company has com-mence 1 the erection of a bottling plantfor the lroquois Bottling company at 1346-1350 Willow street. It will be equippedwithnew modern machinery. The cost ofthe building is estimated at $6000.

"No, there will be no reduction ofrental figures. Los Angeles willbe morelikely to see them go the other way.especially inbusiness property. The bigsale of ranch land now on means morobusiness and more business houses, andthat means the maintenance of presentrates and quite likely an advance.''

CONTRACTS ARE LET FORNUMBER OF RESIDENCES

Edward D. Silent &Co. make a similarreport. "We are unable to answer thocall satisfactorily. We have some trou-ble to get newoomers to see the attrac-tiveness of many portions of the city.Many come with preconceived notionsabout where they desire to live, attrib-utable no doubt to the reports about thedirections of the city's growth they re-ceived in the east.

"There seems to be an impression thatrents may come down and many areholding off for such an event, but thesepersons will not realize their expecta-tions. Tho truth of the matter is whenyou get right down to hard nnd faststatement these same individuals ac-knowledge that their hope is very slight.Th?y know how unprecedented the sit-uation is. •

'

"Our chief difficulty i.s to secure room:)for our clients in the congested districtwhich are suited to many important line.*of business, but this condition is beingrighted by the erection of the large busi-ness blocks."

Merwin & Co. have recently made, thofollowing rentals: For Mrs. Alary Schehrto Mrs. Viola Dinsmore a 66-room apart-ment house at Eighth and Carondelctstreets for a period of ten years at a.grof-.s rental of $52,000; one-third of theC. C. Chapman warehouse on East Thirdstreet for a gross rental of $10,000, cov-ering five years; 553 South Spring streetto the Peck-Judah company and the Bal-loon Route Excursion company for aperiod of four years, gross rental $24,j00,

and the majcr part of the building at26-230 East First street at the grossrental of $19,000.

"Yes, the demand Is steady f r roomsfor business purposes," said Taylor Mc-Dougall, manager of Merwin & Co.'srental department. "Barring a nationalcatastrophe, Los Angeles has no reasonever to expect any other condition toexist. With the city already large andgrowing larger each day and with thesurrounding country filling up withranchers faster than ever before nothingelse can be expected than that it willbea task to provide accommodations foethe Increased number of business enter-prises made possible by the great pop-ulation.

Business Houses in Demand

"Business rentals are equally as good,but in the nature ot the case they arenot as, numerous. We have recentlymade several Important leases of thischaracter. The casual observer can seehow strong the demand is In this respectby noticing the rapidity with which thebig new office structures fillup."

"The call for expensive houses has not

been so strong. Tnese willbe in greaterdemand later In the season when thotourist of leisure begins to arrive.

"Still a third disconcerting element isthe objection of owners to tenants witachildren, a question with two sides.

"Our department did not have a dullmoment all summer," reports Mines &Parish, "and this fall we have beenbusier than ever. It has really becomea very serious problem to provide placesfor all the people who arc coming intoLos Angeles. Those who desire to Im-prove vacant lots with buildings con-sider them too valuable to p ace smallhouses upon them. The same .space willcarry n large apartment structure whichIs a better income proposition. On theother hand most people prefer to live ina separate house. And there comes aconflict which under present conditionscan only end by the applicant's goingInto the flat. Another feature is thoobjection to going out toward the out-skirts of the city.

Nor Is the demand confined to any oneclass of houses. Furnished and unfur-nished are proving too few in number.At present it is very difficult to find afurnished cottage which is really desir-able. The only way In which applicantscan have their desires satisfied is to'placatheir names on tile or keep up un end-less tour of the offices until some happyday a desirable house is vacated. Prac-tically the same is true of the unfur-nished. Fairly reasonable rent andcleanliness do not permit a house tostand idle long.

Ifanyone has doubt in his mind aboutthe large number of tourists in Los An-geles let him call upon the real estateoffices and inquire about the conditionof the rental business. Never in thohistory of the city has there been ademand equal to that which has pre-vailed this fall. Where formerly rentingwas thought to be only a bother andunprofitable It Is now considered a de-partment worth while. The Improvedmethods of listing property and of caringfor it In the absence of the owner hascome to be looked,upon as a boon byboth parties to the deal.

Real Estate Men Predict That Indi-viduals Who Are Holding Off for

Cheaper Rents Will BeDisappointed

S. W. Butler Will Build Two.Story

Nine-Room House with ModernAppointments on South

Vendome Street

$2 for $1

BARTIiETT MUSIC CO.,231-233-?35 S. Brodaway. opp. city hall

For every dollar paid as first paymentup to $50 on :'.ny new piano we willgive a receipt for twice the amountduring our great MONEY BACK salenow going on. Prices $IC7, $209, $282,$338, "!377, $429, etc.

The company reports that It variesthe designs and Btyles of architectureof the houses to be built upon the tractas it i.s Its desire to not have twohouses of the same exterior style upon

The picture of a five-room modernbungalow appearing on this page repre-sents one class of modern homes beingerected by thy Los Angeles Investmentcompany upon its Southwest tract, knownas the St. Vincent College tract, locatedat Forty-eighth and Gramercy and Wil-ton place and Arlington avenue on theGrand avenuo (Vermont square) car line.The company is transforming that sec-tion into one of the choice residence sec-tions of the city. It is installing thevery latest street improvements withwide petrolithic paved streets, five-footcement walks and curblngs, shade trees,palms, flower .parks, etc. They are put-ting in the lawns. The tract will DCsupplied with gas, sewer, electric lightami telephone systems. City water mainsare now in. He Hasn't Got It

A merchant who doesn't advertise dis-plays this notice prominently about hispremises:

"tf you don't see what you want, don'task for it."

"yes, we are advertising now," said L.

M. Grlder of Grider-Hamilton-Oswaldcompany today. "Ihave also heard that

It Is a little dull in certain lines of realestate just npw.

"Ido not pretend to lay down rules for

other business men to follow in the mat-

ter of advertising. If anybody stops ad-

vertising because It is dull and they

think they cannot afford it It is theirright and privilege. But Icannot figureit this way. If you have a desirablepiec of real estate it Is as good an mi-i mint when times are temporarily a

tittle dull or even worse; other things| qua! it i a better investment;

• the buyer is i.. a more advantageousposition to take the profit and reap great-

er profit than when he buys on a topmarket. Of course in Los Angeles the

purchaser is bound to make a profit any-

way; but I repeat most emphatically,i'w Is the time to buy. The slight checkwe are having, growing out ol the. NewYork financial flurry, is sure to be fol-

lowed by a very active, rapidly risingmarket."Ihave been in the real estate business

in Los Angeles for a quarter of a cen-tury an my convictions are founded

upon actual experience and careful ob-servation c tending over that period.Myself and associates have platted andput on the market in that time sume-thiruj like fifty subdivisions, and Ihaveyet to know of a case where the pur-

chaser who invested in our tracts haslost money. In most cases a very largeproilt has been made."

During the past two or three years Mr.Griaer and associates have plactd onthe market and sold something like adozen notable subdivisions. Among themwere the Bell tract, Vernon Park tract,

South Park tract, Sunnyside, SunnysideNo. 2, Garfield place, Rose Hill, Oliveplace, Grant place. Lomita park, High-land park tract and portions of the NewYork tract, Hollywood tract, Floral park(this big tract of 1800 lots was sold to aSan Francisco syndicate just previous tobeing placed on the market), and last,but not least, Manchester Heights.

Mr. Grider is a firm believer in liberal,judicious advertising, and he has thecourage of his convictions. His guideposts to good advertising, as he has setthem forth from time to time, would readsomething like the following:

Advertising Is Gold"Get good properties at the right price.""Advertise from the start. Besides

making your property known it willhelpto create your own market."

"Keep your promises.""Represent things exactly as they are.

This begets confidence, and the confi-dence of your customers is one of thebest assets you can have."

"Advertise judiciously.""Write good advertisements. If you

cannot write them yourself, get some-V-ody who can. Advertising is too ex-pensive to waste good money on a poorjob."

"When you get to this point, advertiseand advertise and thru advertise again.

the same street. It is buildingbungalows and cottages of one" story andstory and a half, and houses of twofull stories. It intend/ to build 450houses upon this one tract. The com-pany reports that since the latter partof July It has built and sold upthis tract over twenty houses and manyothers are under construction.

Within the last two weeks the follow-ing persons have selected tots upon whichthe company willbuild from plans nowbeing drawn by the company's archi-tects.

Mrs. Edna Morse, lot on Gra mercyplace; Mrs. J. T. Smith, lot on Wiltonplace; C. E. Harty, lot on Gramercyplace: Mrs. Mary P. Richer, lot on Wil-ton place; A. A. Rand, lot on Gramercy

.place; Mrs. Toy, lot on Gramercy place;P. I.Murphy, lot on Gramerey place.

The company reports that the demandfor houses upon this tract has been un-precedented. It has not

-a house

completed nor started that is not sold.The company reports fifty-four houses

under construction upon its two tractsand upon Individual lots in various partsof the city, and every one sold al-ready. It makes a specialty of build-ing to suit its customers, and anyonecan select a lot in Its tracts and It willbuild to suit upon the usual paymentplan, small cash payment, balancemonthly, including interest. The com-pany draws all plans and specifications,does all of its own work, letting out nocontract work, and guarantees everyhouse built. The five-storeroom blockbeing built by the company on the South-west trnct is nearing completion. Inthis block a first-claas grocery and meatmarket willbe opened by P. M. Free-man as soon as the rooms are completed.

$2 for $1For every dollar paid as first paymentup to $50 on any new piano we will;ive fi receipt for twice the amountduring- our great MONEY BACK salenow going on. Prices $167, $209, $282,$338, $377, $429, otc.

BAHTMSTT MUSIC C0.,.231-233-135 S. Brodawav. nun city hall.

RANCH PROPERTY MOVEMENTIS STRONG

9055 ACRES ARE READY FOR

MARKET

These Great Tracts Offered for Sub-division Promise Much for the

Future Prosperity ofLos Angeles

C. B. DAVISThere has been more or less talk the

past summer and current fall which¦would lead those unacquainted with thesituation to think that building hailabout stopped inLos Angeles. The onlyreason we can conceive for such a state-ment Is the delusion springing from thecomparison of present activity with that•which prevailed In the heyday of thegreat boom. Nor do we believe inquirywillprove It to be anything sollder than

a fancy. There surely has never beena time when more large sums of money

were being expended for structural workthan now. Some time since we made itour of the downtown business districtfor the purpose of writingabout the bigoffice buildings in process of erection,

and though it is part of our pleasantduty to keep informed of the progress

in this direction we were agreeably sur-prised at the long list which was finallymade up. And subsequent conversationwith others who are in as close touchand ineven closer touch revealed that we

were not in a ciasß all by ourselves op

we score of surprise. To see them Inone continuous tour and count them andobserve their height and age-enduringcharacter was the point which hud es-caped notice.

Further than that we do not believe

it to bo fair always to draw a compari-

son withboom conditions. When we usethe term boom we mean business activityaccompanied by an excited state ofmind. We submit that this Is not ahealthy condition of things and we donot believe that the average sane andsound business man cares for it. at leastfor It to be long continued. It meansthat In the long run trouble will ensue

from unwise actions. Activity undernormal condltnons, activity which car-ries forward under the inspiration ofbuoyant hope and well-grounded confi-dence in the future stability of valuesIs the surest foundation upon which torest the superstructure of uninterruptedprogress.

Here Are a Few FactsAnd we Insist that this Is just the

condition existent in Los Angeles today.Note a few of the facts which substan-tiate this statement. During the monthof October the report of the chief in-spector of buildings showed that therewere 392 permits taken out for class Pstructures, the one, one and a half andtwo-story kind. Counting twenty-fourworking days to the month this gives anaverage of sixteen per day, omittingfractional considerations. Allowing eighthours as a day's work this means twohouses to be finished each hour. Observethat this does not include buildings inclasses A, 15 or C or churches or altera-tions, all of which furnish additionalwork and additional wealth. The reportof the same official thus far this montht-how that November will maintain thepace. Large structures may prove theprosperity of the rich class, but the. ex-tensive building of small homes is apretty sure Index of widespread pros-perlty, which Is the consummation de-vou'ly to bo wished. And all this at atime when a. so-called panic is supposedto exist.

Two weeks ago The Herald printed a

f table prepared with care by Albert Chap-j.lf, assistant secretary of the FieldingJ. Stilson company, setting forth thenumber of real estate transfers, thenumber of mortgages tiled and the num-ber of releases recorded in Los Angelescounty during the month of Octooer.The result was a surprise to all realestate dealers. The daily average oftransfers was 153, of mortgages tiled 45and of releases recorded 27. Further, taeinumber .of transfers was 10 per centgreater than during the correspond. ng

tperiod of 19UC, and the number of mort-

r gages was a little less and the numberof releases about the same. The volumeof first payments made on newly pur-chased property averaged 30 per centgreater this season than a year ago.And a large building company recentlystated that its collections are 30 per centgreater than they were twelve monthssince. Isn't this a preity fair recordfor loudly proclaimed slow times?

Los Angeles BenefitsIf you willlook over the real estate

columns this morning you will see theannouncement of the subdivision of a1000-acre ranch and the purchase oi an-other of the same size for the saimpurpose. Last Sunday The Herald an-nounced the subdivision of 1600 acres andon October 27 another of lOOi) acres. Thismakes a total of 4GOO acres to be placedon the market In small parcels withina space of four weeks. Two months ageanother linn offered 4000 acres to thepublic in small farms and has had in-creasing receipts from the sales eachsucceeding week and has stated withinthe last few days that it has taken anoption on 455 acres more. Now you havea grand total of 9055 acres and it may-be quite possible that we have overlookedseveial smaller offerings which, if true,will only swell the amount to largerproportions. This doesn't look as if thebig dealers expected much of a slumpin real estate business, does it? Doesn'tit look rather as if they considered pros-perity to be fairly well distributed andreasonably firmly established?

Some of The Herald readers may thinkthis does not support our contention con-cerning the prosperity of Los Angeles.But we submit with satisfaction that itdoes. Los Angeles is the dominant iguresouth of the Tehachapi, is and will beincreasingly so with the recurring years.The time has come when her own effi-ciency willbe severely tested and whenshe must turn her attention to the sur-rounding country for nn ever larger con-tributory volume of business. The un-. tilled portions of the fertile valleys whlcnstretch their lengths away in every di-rection of the compass must be broughtunder the productive hand of skilledfarmers; the homeseeker must creep alittle higher along the sides of the beck-oning foothills and the acres which nowpour millions of wealth into the lap ofthe favored citizens of Southern Cali-fornia must be kept to tho highest stateof efficiency by the genius of their mas-ters. These willform the reserves which.shall sui.port the unchecked progress ofI/os Angeles, which shall help sustainher values and make her supremacy inthe southwest secure.

The great movement in country prop-erty is welcome. It is the second stepin the development of the state. It willprove a bulwark against the future in-sidious approaches of depression.

B. P.' Granf is going to build for him-self at 533 Plymouth avenue a one andone-half story, seven-room residence.About $3000 wj.l be expended inIts erec-tion.

F. R. Braver has the contract to makeextensive additions and alterations to theresidence of H. R. Ramsey. 2057 Hobartboulevard. F. L. Roehrig is the archi-tect.

T. H. Gill has the contract to build atwo-story double house at 1131 WentFirst street for Mrs. M. A. Allen. It willlie subdivided Into two four-room apart-ments.•

The contract for the construction of astorm drain In Main street, Santa Monica,

from the southerly olty limits to Ash-land avenue, has been let to J. D. Kneenof that city.

W. H. Hazel has signed a contract withMrs. Elizabeth Juranek for the construe-toln of three one-story, five-room cot-tages on the corner of Mozart street andAvenue Twenty-one. The cottages willbe up to date and willcost J2OOO each.

George W. Howell Jr. has secured the

contract to erect a large six-room bun-galow at San Gabriel for Mrs. W. B.Peck. It willcost over $3000 and willcon-tain first-class conveniences. The plans

were prepared by Architect Charles E.

Shattuck.I. O. Holly & Co., 619 Central avenuo,

have contracted to construct a two-story,nine-room frame residence at 222 SouthVendome avenue for S. W. Butler. Itwill have flrst-clc.^.' plumbing, furnaceheating upparaHto,' aeriwood floors, andbe modern In its appointments. It wiUcost over $5000.A•TTiPiCA-L '3UNGALOV.' liu-'iu^i UAl*.iLT XV THE HjDS AMGELES INVESTMENT COMPANY

6

NEW STEP INPROGRESS ISBEING TAKEN

INVESTORS SUREOF GOOD RETURNS

RESIDENCE OF DR. W. T. McARTHUR, TWENTY.FIRST STREET AND WESTERN AVENUE—Deslsrneci by Architect R. Mackay Fnpp.