Then and Now
It is hard to believe how much Hollywood has transformed over the years. We picked the spot for our next Then and Now to demonstrate just how much change. In 1910 Hollywood consisted of rolling fields and large open parcels of land. A prime example was the Jacob Stern “Ranch”, also called Casa De Las Palmas, which was situated near the southwest corner of Hollywood Boulevard and Vine Street. As you can see from the images, the ranch comprised of gardens, crops, and a stately Mission Revival residence.
Jacob Stern Ranch - Casa De Las Palmas
Jacob Stern circa 1911.
Jacob Stern was a real estate developer, founding The Stern Realty Company in 1889. The five-acre parcel at the corner of Hollywood and Vine became his home, blending into the countryside near Cahuenga Pass. Although by 1925 this corner would transform with the building of the Hollywood Plaza Hotel, constructed by Stern on his lot. In the early years of Hollywood, the hotel became the home of many stars looking for a place to live while filming or performing on radio at one of the nearby studios. Legendary stars like Marilyn Monroe, Doris Day, Jackie Gleason, Betty Davis, and even Frank Sinatra all stayed at or frequented the hotel.
1927 Postcard of the Hollywood Plaza Hotel
By 1930, the intersection boasted three skyscrapers and soon the surrounding blocks were home to more film studios, theatres, and eventually the Capitol Records building in 1956. Over the years the Hollywood Plaza experienced alterations to the renowned lobby and environs. By the 1970s it became derelict and was converted into a retirement community in that same decade. Yet despite all the changes, it is said that original palm trees from the Stern Ranch can be found near the rear of the building. On September 29, 1999, the building and its neon sign were designated as a Los Angeles Historic-Cultural Monument.
But perhaps one of the most legendary things to come from that 5-acre estate was a simple and understated horse barn. In 1913 Stern leased this structure for $75 a month to three young film producers, Jesse Lasky, Cecil B. Demille, and Samuel Goldwyn for their newly formed Paramount Pictures, the first movie studio created in Hollywood. The barn moved a few times over the years (finally becoming our Hollywood Heritage Museum on Highland), but has always held a part of its story back on the Stern Ranch. It received the designation as a State of California Registered Landmark (#554) in 1956. To read more about the Barn and its journey, go to our main Hollywood Heritage Site HERE!
Sketch of Stern Ranch Barn - circa 1912
Over the years the Stern family continued to help shape Hollywood and still does today. Now called the Oppenheim Group, Jacob’s great-great-grandchildren still work in real estate, carrying on a 120-year long tradition. The Hollywood and Vine corridor has also continued to transform. Most of the large studios, like the NBC studios on Vine and Sunset, moved on. As did the music stores, clubs, and the legendary Brown Derby. With some of the proposed developments like Hollywood Center, the intersection will potentially become unrecognizable with even more towers and infrastructure. It is why we speak continually for maintaining something of the heritage of the area before it loses all its connection to what made it special.
Looking south on Vine from corner of Hollywood & Vine - circa 1948
Taft Building - SE Side
Equitable Building - NE Side
Corner of Hollywood & Vine with the Capitol Records Building and the Equitable Building in the background.
As for that sprawling 5-acre lot with lush gardens and citrus groves, it will likely never return. However perhaps when next you walk along Vine towards Hollywood Boulevard you can catch a glimpse of the hills in the distance and imagine what once was. Imagine those early days when motion pictures were still new and starting out. When so much transformation was about to forever shape this little town of Hollywood.
Part of preservation is appreciating and understanding what came before so that as the landscape changes we can protect key aspects of what makes that place so unique. Our hope is to encourage all to view their home with this outlook and curiosity. Look for more in our series soon.
