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Changing Face of Southern California

Looking down Third Street, Santa Monica, Calif.

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Looking down Third Street, Santa Monica, Calif.

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Identifier	clloy_004
Title	Looking down Third Street, Santa Monica, Calif.
Creator	Unknown
Date Published	circa 1927
Subject (Topic)	Stores, Retail--California--Santa Monica; Shopping Centers--California--Santa Monica;
Subject (Place)	Santa Monica (Calif.); Third Street (Santa Monica, Calif.);
Type	image
Form/Genre	Postcards
Physical Description	1 postcard : Color ; 9 x 14 cm.
Institution	Department of Archives and Special Collections, William H. Hannon Library, Loyola Marymount University
Country of Creation	US
Copyright Status	public domain
Copyright Statement	http://library.lmu.edu/generalinformation/departments/digitallibraryprogram/copyrightandreproductionpolicy/
Publisher	Pacific Novelty Co.
Place of Publication	San Francisco & Los Angeles
Language	eng
Description	Looking north on Third Street from the intersection of Broadway during business hours; in the foreground is a shoe store further down on the left is the a sign for the Piggly Wiggly.
Historical Background	Although Second Street is hailed as Santa Monica's oldest commercial street, in the late 1880s Third Street became the city's main commercial thoroughfare. In 1888 a hotel and theater was built on the northeast corner of Third and Broadway, and many commercial buildings followed. By 1905, the commercial district on Third Street was bounded by Broadway on the south and Wilshire on the north. The area continued to develop into the 1930s. In the 1960s, business on Third Street was threatened by developing shopping centers, so in 1964 much of Third Street was developed into a pedestrian shopping mall between Broadway and Wilshire. During the 1970s. the area fell into decline. Redevelopment took place in the 1980s and included a three-level shopping mall and parking garage called Santa Monica Place between Broadway and Colorado, 2nd and 4th streets. The outdoor mall re-opened as the Third Street Promenade in 1989.
Publisher's Identifier	Publisher's serial number: F-163
Source	Werner von Boltenstern Postcard Collection