This is a lovely 1913 ad in the Los Angeles Herald for “The South Coast” run by the South Coast Improvement Association which appears to have been a consortium of growing coastal developments which stretched from Naples (Long Beach) down to Corona del Mar and sports some fine typography & a coastal illustration – more than the usual coastal real estate ad.
Some of these ads have copy that feels very staccato to me, almost as if a cigar-smoking real estate prospector were dictating to a newspaper clerk; read it for yourself – “Take a trip down the line. Visit the several communities and resorts. See what is actually being done. Note the great improvements that are being made in many lines of development, public, semi-public and private. Consider how these improvements will attract homeseekers, recreationists and investors, and advance values, in which you are offered the opportunity to share.”
Ah, to be a real estate prospector at the turn of the last century.
Here’s the full ad text for ya –
THE SOUTH COAST
One for All – All for One
Why the Investor, the Home-Builder and the Recreation Seeker Should Become South Coasters at Once.
THE SOUTH COAST is making good. It is doing the things it promised to do. Activity is the watchword all along the line. There is something doing everywhere. Money is being spent by tens of thousands of dollars. The South Coast has behind it an association composed of men who do things, men who represent millions in capital and property; men, who, individually and as a whole are pledged not only to the upbuilding of the South Coast, but to the protection and advancement of the interests of the homeseeker and the investor. Take a trip down the line. Visit the several communities and resorts. See what is actually being done. Note the great improvements that are being made in many lines of development, public, semi-public and private. Consider how these improvements will attract homeseekers, recreationists and investors, and advance values, in which you are offered the opportunity to share.
At NAPLES bridges are being built across the canals, over which the Los Angeles county good roads system will be extended to Orange county line, there to connect with the Coast Boulevard and Orange county good roads system.
At BAY CITY poles are being set and the steel laid for the Long Beach-Alamitos Pacific Electric line to Bay City. Work has begun on the three-hundred room bathhouse and pavilion. The new addition to Bay City is being graded.
At SUNSET BEACH work on the ocean front promenade is in progress, and other projected extensive improvements will follow.
At HUNTINGTON BEACH the preliminary work is being done and materials collected for the great new $70,000 municipal pier. New homes and business buildings are being constructed; the spirit of improvement permeates the whole community.
At EAST NEWPORT and BALBOA BAYSIDE much home building is being done in anticipation of a busy summer; the WEST NEWPORT Glass Factory will soon be a going institution; much street work is being done.
At BALBOA two fine, large new business buildings are being constructed; the pavilion on the bay front has been practically rebuilt.
BALBOA ISLAND—A 5-foot cement sea wall is being built around the entire island—cement walks and curbs have been placed in all streets; a bridge has been built connecting the island with the Orange county good roads system; other improvements are projected.
CORONA DEL MAR is making active preparations for the summer season; the hotel will be opened in the near future.
This interesting story of improvement and expenditure might be made much longer. The SOUTH COAST is truly coming into its own; its awakening has become its wide-awakeness.
Last but not least, the superb, mild, equable climate; the varied attractions of ocean and bay, of growing cities and seaside resorts; the best of Southern California’s best, combine to make the South Coast the place of places for home, for investment and for recreation.
Don’t wait for vacation time to come.
GO DOWN TOMORROW!
Flyer Trains From Sixth and Main Streets Every Hour
South Coast Improvement Association
President’s Office, 605-7-8 Title Insurance Building, Los Angeles
R. A. GUPPY, President, Bay City
ALBERT HERMES, Newport
THOMAS HAVERTY, Naples
EXECUTIVE BOARD
H. L. HEFFNER, Second Vice President, Huntington Beach
W. D. SEELEY, Huntington Beach
J. W. HARRIS, Balboa
FRANK GRIFFITH, Newport
Secretary’s Office, 532 Union Oil Building, Los Angeles
J. A. ARMITAGE, Secretary, Sunset Beach
T. B. TALBERT, Huntington Beach
DR. A. M. DAM, West Newport
W. T. NEWLAND, Treasurer, Huntington Beach
W. A. CORNELIUS, Newport
LEW. A. ALDRICH, Balboa
D. E. HARMON, Balboa
