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Changing Face of Southern California

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Yamato Inc. 635-637 So. Broadway, Los Angeles.

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Identifier	clloy_060
Title	Yamato Inc. 635-637 So. Broadway, Los Angeles.
Creator	Unknown
Date Published	circa 1910
Subject (Topic)	Department stores--California--Los Angeles; Stores, retail--California--Los Angeles;
Subject (Name)	Yamato, Inc. (Firm);
Subject (Place)	Broadway (Los Angeles, Calif.);
Type	image
Form/Genre	Postcards
Physical Description	1 postcard : Color ; 14 x 9 cm.
Institution	Department of Archives and Special Collections, Loyola Marymount University Library.
Collection Identifier	http://ark.cdlib.org/ark:/13030/kt9489r2nz
Country of Creation	US
Copyright Status	public domain
Copyright Statement	http://library.lmu.edu/dlp/copyright.htm
Publisher	Jack Parsons
Place of Publication	Los Angeles, Cal.
Language	eng
Description	Exterior view of the Yamato Inc. store in Downtown Los Angeles, showing furniture in the windows of the uppermost floor, vases in the second floor windows, and assorted goods on the ground floor.
Historical Background	Yamato, Inc., a department store selling oriental goods, was located at 635-637 South Broadway, just a few blocks from its competitor, Sing Fat Co. The Observation Car and Balloon Route Excursions advertised on the back of the card were trolley tours of the Los Angeles area organized by C. M. Pierce, and eventually taken over by the Pacific Electric railroad in 1911. The Balloon Route Excursions first began operating in 1904, and became so popular that Pierce began to organize Balloon Route Excursions in San Francisco and San Diego as well." "Balloon" refers to the shape of the route, rather than the mode of transportation. On a circular route, tourists were able to see the greatest number of attractions without having to retrace their steps.
Additional Printed Matter	On front: "Visitors welcome." On back: "Seeing Los Angeles. Observation car. Forty miles, ten electric lines, five parks. Free admission to largest Pigeon Farm in the world, a 25c attraction; free admission to the Ostrich Farm, a 25c attraction; all for 50c. Fourth and Soring Sts., daily, 2 p. m. Operated by C. M. Pierce, manager of the Balloon Route Excursions. Which is sufficient Guarantee. On the Road of a Thousand Wonders."
Publisher's Identifier	Publisher's serial number: 9108
Metacollection Identifier	http://digitalcollections.lmu.edu
Source	Werner Von Boltenstern Postcard Collection