By Richard W. Longstreth
Richard Longstreth is without doubt one of the few historians to target traditional advertisement buildings--buildings frequently linked to advertisement developers and genuine property builders instead of architects and hence regularly ignored by means of historians of ''high'' structure. right here Longstreth explores the early improvement of 2 varieties of retail area that experience develop into ubiquitous within the usa within the moment half the 20 th century. One, exterior, is dedicated to the move and parking of autos on retail premises. Longstreth analyzes the origins of this improvement within the 1910s and Nineteen Twenties, with the large carrier station after which the drive-in industry. the opposite kind of house, inner, was once brought quickly thereafter with the single-story grocery store. the main cutting edge element of the grocery store was once how its inside used to be designed for high-volume turnover of a big number of items with no less than employees advice. Longstreth specializes in l. a., the relevant heart for the advance of either varieties of house, through the interval from the mid-1910s to the early Nineteen Forties. This richly illustrated research integrates architectural, cultural, fiscal, and concrete components to explain the evolution of retailing and the way it has affected the city panorama.
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Additional resources for The Drive-In, the Supermarket, and the Transformation of Commercial Space in Los Angeles, 1914-1941
He chose a site not in what realtors considered a nascent business center, but a short distance away where land values were not inflating so rapidly—a site that nonetheless was easily reached by car and was seen by thousands of drivers in the course of their daily movements. The profits secured from giving shoppers something they wanted could be handsome enough; the fact that by so doing one could also turn a languishing property into a lucrative asset made the prospect all the more tempting. The real estate potential perhaps motivated Peckham as much as did his shopping frustrations.
Purchases could be transferred easily to vehicles by either the customer or a clerk, taking as many trips as needed. Furthermore, leaving purchased goods in the car (many of which were still open) was not a source of worry. Ease of access to goods led consumers not only to purchase them in greater quantity, but to buy items for which they would not have made a special trip and to make impulse purchases. Prices averaged slightly higher than at chain stores, but the difference proved inconsequential.
In its formative stage and its subsequent diffusion, the drive-in market was principally advanced by persons like Peckham, who were interested in gaining a profitable return on their land, rather than by those employed in the distribution of food. Many who built drive-ins were engaged in real estate activities, either as developers or in offices handling brokerage, management, and other services. About an equal number of investors assumed a passive role, hiring a real estate firm to undertake the project on their behalf.