When it announced its opening for business on March 31, 1923, the Hollywoodland real estate development promised quality homes, upscale amenities now considered de rigueur in gated communities, and beautiful surroundings to discerning homebuyers. The first to construct a business district inside its boundaries, the first to establish a jitney service, the first hillside housing development that built homes following the contours of the hills, Hollywoodland also proclaimed itself the first to establish a stable and riding school for its residents.
Located at the very top of Beachwood Canyon, the subdivision land and a total of 640 acres had been purchased by streetcar barons and real estate moguls Eli P. Clark and M. H. Sherman from Julia Lord on July 8, 1905. Two incredibly smart businessmen, Clark and Sherman bought acreage near their streetcar lines, waiting until the opportune moment to open them for sale. They owned land in Sherman (now West Hollywood), and out in the San Fernando Valley, as well as Hollywoodland and other areas. They also wisely brought Harrison Gray Otis on as partner, in order to receive plenty of free advertising, stories, or what could be called advertorials, in The Los Angeles Times. After his death, his son-in-law Harry Chandler continued the practice.
Mary Mallory’s “Hollywoodland: Tales Lost and Found” is available for the Kindle.
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