Archives for June 2011

The Most Beautiful Beach in Southern California

Ever wonder what your community was like 100 years ago or more? Was it the same as it is today? An article from a 1906 publication called the Pacific Monthly “a magazine of education and progress” told a story of what is today, the city of Venice California (where I live). I’ve added present-day local photography as a way to revisit it.

Ocean Park, California
Along the shores of Santa Monica Bay, west of the City of Los Angeles, stretches the most beautiful beach in Southern California. The nearest point on this beach to Los Angeles is less than fourteen miles, and at this nearest point lies the rapidly growing city of Ocean Park. The cars of the Pacific Electric Railway carry the tourist and pleasure-seeker to this charming resort in the short space of thirty-five minutes. From the great city, down the sloping green plain, flanked by a great sweep of mountains to the north and low hills to the south, we rush onward on a bright February morning until suddenly we catch sight of gleaming waters and hear the ceaseless roar of the oncoming waves of old Pacific, and we are at Ocean Park.

Shores of the Santa Monica BayThe most beautiful beach stretching along the shores of the Santa Monica Bay

Pacific Electric Railway Remains Venice BeachRemains of the Pacific Electric Railway – 100+ year-old tracks under asphalt

Where Ocean Park now stretches, there was but a few short years ago a waste of sand, deemed unsuitable for the erection of buildings. Then, somehow, it was discovered that cottages built on this sand would command high rents, and three years ago a tract of this sand was thrown open to the market at prices for ocean frontage of $20 to $40 per front foot. This was the beginning of Ocean Park proper. Today within the corporate limits of this young city reside six thousand happy and prosperous people, and the city still grows with astonishing rapidity. So great has been the struggle for a bit of old ocean that lots along the strand have risen in these three years tenfold, and are now selling as high as $300 per front foot, and the end is not yet.

Classic Venice Beach Building Oceanfront WalkWindward and Ocean Front Walk – Buildings where there was once only sand

Ocean Park is a purveyor of amusements. Its chief industry is to entertain. And this is indeed a great and growing industry in Southern California, and a very legitimate one, commanding more and more expenditure of capital, brains and skill. A leading feature in every beach resort is a pleasure pier, around which other attractions are gathered. Ocean Park has two such piers. The largest one is known as the Great Horseshoe Pier, the construction of which was begun in October of last year. As its name indicates, it is in the shape of a horseshoe, having its two ends opening, one on Pier avenue, and the other on Marine avenue. It has a total length of two thousand feet, and is thirty feet wide. You can wander about on this wide highway over the ocean wave and loiter at the booths to examine the curios for sale. If so disposed you may rent fishing tackle at one of those same booths and try your fisherman’s luck by a cast over the sides of the pier. And if your luck is not quite satisfactory, there are real fish you can purchase at this same booth and afterward regale ‘your friends with such story as your conscience will permit. Along the front, between the ends of the pier, is being built at this time the great Horseshoe Pavilion, with a seating capacity of six thousand people. This building is to be substantially and elegantly constructed, and will have amusement features, including a high-grade theater. The cost of the pier and buildings connected will be more than $100,000.

Man Fishing Venice BreakwaterMan fishing breakwater at location where pier once stood

South of the southern entrance to the pier is the handsome new hotel, Decatur, just opened to the public the first of this year. The traveler can sit in its elegant dining room and look out on the giant waves breaking on the shore only a few rods away. South of the hotel, and also facing the ocean, is the magnificent Ocean Park bathhouse, which was dedicated on the 4th of last July.

architecture Venice Beach1905 style architecture in Venice of America (Speedway and Windward Ave)

It is of Moorish architecture, having a handsome covered tower at each corner and a massive dome over the main entrance, surmounted by a gilded crescent. The main entrance and promenade decks are of Mosaic tiling. The parlors and office are constructed of polished hard wood. There is an elegant massage department for women, with eleven artistically equipped rooms. There. is a tub department, with twenty-eight private porcelain tubs and the latest modern appliances. There are two plunges, one surrounding the other in L shape, making together a tank 65×130 feet, and said to be the largest heated plunge in the world. The entire building is brilliantly illuminated. This structure cost $185,000.

bicycle path in Venice Beach CaliforniaAmusement attractions of Venice (formerly Ocean Park) include bicycling along the beach

Among the amusement attractions of Ocean Park must not be overlooked the Casino, located over the water to the north of the pier, the larger portion of which is devoted to restaurant purposes, though there are many other attractive features. Here is the place to get a fish dinner that will equal the requirements of a seaside appetite.

original Venice pier locationLocation of original Venice Pier – now a skateboard park, field of grass and sand

About three-quarters of a mile south of Horseshoe Pier, along the shore, and still within the corporate limits of Ocean Park, is located the Venice Pier, about which are clustered many unique attractions. The Venice of America which has loomed so large on the horizon for the past year is an integral part of Ocean Park. It would require the full limits of a special article to give an adequate account of even the leading attractions of this wonderful place. But its marvelous development contributed to the upbuilding of the one great resort of Ocean Park.

Venice Beach Building ArtworkOne of the many murals painted on side of buildings in Venice

Venice is patterned after, though not exactly a reproduction of, the famous Italian city. A little back from the shore lay, a short year ago, a low region of sand dunes. The situation suggested to Abbott Kinney, the maker of this American Venice, the idea of canals, to be fed by the ocean like those of old Venice. Accordingly he constructed in this region a series of nine canals, forming a waterway over two miles long, and ranging from forty to seventy feet in width. The canals are lined with concrete, and their floors are covered with layers of clean, white sand. They are connected with the ocean by an immense conduit, so arranged that the water in them is changed twice daily with the tides; the water being admitted at high tide and passing out at low tide. Spanning the canals are numerous artistic bridges, bordered wth palm trees, lawns and flower beds. The land along the canals has been platted and the lots have been sold with the expectation that superb homes will be built there. Gondolas and power launches are to navigate these waters, and they are to be brilliantly lighted with clusters of incandescent lamps. It is expected that when completed Venice will surpass in artistic and novel features any residence district in the world.

Venice canals arch bridgeArch Bridge on Venice Canals (which are no longer concrete lined)

The main canal opens out toward the ocean into a huge bathing pool, with a great amphitheater on the shore. Here it is planned to give many novel entertainments. Venice also has its “Trail,” where a number of Oriental shows now hold the stage, and which, with changing attractions, will be a permanent part of the scheme of amusements. From the bathing pool to the beach runs the leading street, Windward Avenue. The buildings along this street have in front, on either side, a row of painted columns, forming with the buildings themselves an arcade. The buildings are uniform in height, of similar architecture, and richly colored in red and gold, and the entire effect is most imposing. At the end of the street, toward the ocean, begins the pier which has been mentioned. On the right of the entrance to the pier is built over the ocean a great exposition hall, containing 45,000 square feet of floor space. Here is to be maintained an art collection from the leading countries of the Orient and Europe.

Windward Avenue Venice CaliforniaPhoto from center of the street (looking towards beach) on Windward Avenue

Further on, along the side of the pier, is perhaps the most unique feature of all this vast collection of novelties, the ship hotel, Cabrillo, resembling a three docked vessel quietly moored in port. It is fashioned to represent the old Spanish galleon Cabrillo, in which California was discovered in 1542. It is a ship, however, that will never sail, as it is built on piling. The main deck is given over to a dining room, kitchen and banquet halls, and the other decks are arranged for promenades, artistic saloons and sleeping rooms. At the opposite side and near to the end of the pier, also built over the water, is the great Auditorium, with a seating capacity of over four thousand, which is used for concerts and entertainments of many varieties. Here we find the largest pipe organ on the Pacific Coast.

surfing Venice pier Washington Blvd.View of the Pacific, South of where banquet halls once stood

Although Ocean Park’s chief business is to supply amusement, it is not simply a resort, but a permanent residential city; a city of homes, churches and schools. It has a well-organized city government which is grappling successfully with the many difficult problems connected with rapid growth. Some of the residence streets are not used for vehicles on account of the sand, but have their wide walks in the center, but many others are being paved, while all the leading business streets are already handsomely paved with asphalt. There is a new and complete system of sewage. The artistic construction of the public buildings seems to have had its influence on private architecture. Not only the more spacious homes of the wealthy, but the numerous and more modest cottages are distinguished by beauty of design. The interiors of the stores are also arranged for artistic effects.

asphalt streets and classic sewer systemsOnce handsomely paved asphalt and system of sewage

Two daily newspapers, The Journal and The Review, exhibit the enterprise characteristic of the entire community, and are clean, wholesome journals.

sunflowers along Venice canals in JuneSunflowers growing along walkway of Venice canals

On the first day of February of this year the writer found the weather at Ocean Park as warm as a June day in New England, but without any of the sultriness which so often renders summer heat unpleasant in the East. There is no more charming portion of the year in this favored land than the winter months, if indeed this season can properly be called winter. The stimulating breeze, the benignant sky, the great ocean, smiling in perennial summer time, all give the impression of a continuous joy.

While the city of Ocean Park, California no longer exists (today known as Venice), it is reportedly the second most visited tourist destination in Southern California. Disneyland is the first.

QR Codes in June SWA Spirit Magazine

I was on a flight home from a chiropractic conference in Reno this past weekend and I met a nutrition supplements marketer on the flight. During our conversation I mentioned QR Codes and she didn’t know what I was talking about. It reminded me of a time in 2007, when Tony Adam (an SEO marketer) and I were talking to patrons in a bar about Twitter, not one knew what we were referring to.

From a marketing perspective, we often take for granted that people know what we know, but if that were true, everybody would be going to the chiropractor at least once per week (yes, I am chiropractic biased). While in flight, I wanted to show my fellow marketer how QR Codes were being used, so I reached for a June copy of Spirit Magazine (by Southwest Airlines), assuming that there would be at least one example to share.

Fortunately for me, there were examples of QR Codes (in fact there were 11 QR Code including advertisements that I counted) in the 272 page magazine (which is mostly advertising). While the quality is not the greatest, I took photos of each advertisement, so we can look at them together here. I’m sharing them in no particular order.

bmlg music qr codeThis first QR Code appears in a music related advertisement. Notice that nothing is mentioned about the code. Below the QR Code (it’s on the right side) is information about visiting the related website. Shouldn’t that be bigmachinemusic.com instead of big machinemusic.com? Looks like a typo to me.

vacation destinationsNext we have a QR Code appearing in an advertisement for tourism in the Charleston area of South Carolina. Notice that next to the QR Code (on the left) is text that reads “Scan to watch the unforgettable beach vacation that awaits.” At least in this case we’re given a clue as to what that symbol means.

grill 25 beefI like this one, but I can’t remember if this is a steak place or not, by the tagline I’m assuming it is. I love that it says “moblie reservations” in bold, followed by clear directions that read… “Scan this QR code with your smartphone to receive our special gift with your Market Pavilion Hotel, Grill 225 or Pavilion Bar reservation.”

hand crafted vodka qr codeI think this vodka advertisement was the first one seen in the magazine, appearing on one of the first several pages. It almost looks like an ad that was made specifically for those with a QR Code reader. Highlighted in orange is “scan this code” and I like that it’s followed by the question “Don’t have a QR Code Reader?” They are still telling people they want you to browse their site via mobile. Excellent.

howl moon danceThis was the only red QR code (instead of black on white) I spotted in the magazine. It was for a nightclub that apparently has locations in numerous cities across the United States. No mention what the QR code is referring to. I think whoever’s marketing with this ad is missing out.

luggage onlineThis next advertisement was for an online luggage site (notice they even have a special URL) and the QR code includes some information in the upper right-hand corner. It reads “scan here with your mobile phone” which is probably a great model to follow, especially if there’s no other information about the QR code in the advertisement.

nova southeastern university smartphoneSpeaking of no mention of the QR code appearing in advertisements, here’s one that doesn’t mention the code (it’s on the left), but does mention using your SmartPhone. This advertiser obviously thinks you know what they are referring to.

photographyIt may be cool to be artsy (the above ad is for an Art Gallery in Charleston, South Carolina) but I think it’s too early to be running advertisements without explaining what that thing is on the bottom right side of the page ( that’s the QR code). Just my opinion of course.

pig qr codeThis advertisement for the Piggly Wiggly tells you straight out what they’d like you to do. “Scan QR Code to order your very own Pig T-shirt.” I didn’t read that until now, maybe I should have scanned while in flight, so I’d have a shirt of my own.

thriller charlstonThis tourist attraction in Charleston (maybe these were all put out by the same ad agency?) doesn’t mention anything about that QR Code appearing on the left. Maybe it’s not my grandma’s kind of tour boat, but she owns a smart phone, and she likes to buy things for her children and grandchildren. Why blow the chance to reach an expanded audience?

yardhouse qr codeIs that a QR Code on the left? I tried about a dozen times to scan it and it just wouldn’t take. I was convinced that it wasn’t a real code and made mention of it on Twitter, to which YardHouse replied and suggested I use a specific app. Apparently, I’m not the only one to think this wasn’t the best of QR Codes (someone posted a beer coaster image to Flickr). Perhaps this QR Code is only readable in the ScanLife App, which means I won’t be viewing it, especially since all the other codes registered fine using my current QR code reading app. (Note: I love Yard House, nothing against them personally.)

No doubt more businesses are using QR codes in advertising, and I think in-flight magazines are probably one of the best ways this marketing platform can be tested. If you ask me, we’ve got a long way to go before the average consumer knows what that square pixelated box means, an even longer way to go before they start scanning, and even longer still before these marketing efforts begin to convert en masse. Let’s make the path for them as easy an enjoyable as possible.