HomeMy WebLinkAboutReview ARC Approval MISC 12-206 One El Paseo West LLC 74225 Hwy 111CITY OF PALM DESERT
DEPARTMENT OF COMMUNITY DEVELOPMENT
STAFF REPORT
REQUEST: REQUEST FOR CITY COUNCIL REVIEW OF AN APPROVAL BY THE
ARCHITECTURAL REVIEW COMMISSION OF AN EXTERIOR
FAQADE RENOVATION TO THE BUILDING FORMERLY KNOWN AS
LG's STEAKHOUSE LOCATED AT 74-225 HIGHWAY 111
SUBMITTED BY: Kevin Swartz, Assistant Planner
APPLICANT: One El Paseo West, LLC
Attn: Samuel Rasmussen
1919 Grand Avenue, Suite 2A
San Diego, CA 92109
CASE NO.: MISC 12-206
DATE: August 23, 2012
CONTENTS: Notice of Exemption Form "B"
Architectural Review Commission Meeting Minutes - July 10, 2012
Applicant submitted exhibits (site plan, elevations, & existing photos)
Letters from the public
Recommendation
By Minute Motion:
1) Uphold the Architectural Review Commission approval of exterior fagade
renovations to the building formerly known as LG's Steakhouse; and
2) Adopt Notice of Exemption Form "B".
Architectural Review Commission Recommendation
On July 10, 2012, the Architectural Review Commission (ARC) approved an exterior fagade
renovation on an 8-0-0-1 vote, with Commissioner Vuksic abstaining. The Commissioners
believed the proposed improvements upgrade the quality of the exterior appearance, as
well as creating a livelier streetscape.
Staff Report
Case No. Misc 12-206
Page 2 of 4
August 23, 2012
Executive Summary
This item was called up by a City Council Member, for City Council Review. Approval of the
staff recommendation would uphold an approval of the Architectural Review Commission for
the fagade renovation of a privately -owned commercial building on Highway 111. Because of
the age of the building, this approval has generated some discussion by the public, including a
number of letters and email messages from who oppose modifying the exterior of the building,
but who have no ownership interest in it.
Background
The original Desert Magazine Building was the first major structure to be completed in the
Palm Desert area on the south side of Highway 111. The building officially opened in October
of 1948, and is on the City of Palm Desert's "Unofficial Current Investigation Site Listing" of
potential historically significant sites to be considered a designated landmark. Comments have
been. received by the general public that this building is on the California Registers Historical
Resource list to be eligible for a historic designation.
To investigate farther the status of this building, staff contacted Dr. Matthew Hall who works for
the Counties of Riverside, Inyo and Mono, and whose title is Coordinator of Eastern
Information Center. The Eastern Information Center is under contract with the State Office of
Historic Preservation to track properties through the Historic Property Data File. Dr. Hall
explained there are three steps in determining if a building or site is determined to be historic.
Step 1 — An individual request that a certain property be put on an inventory list.
Statewide, there are about 500,000 properties on the inventory list.
• Step 2 — Representatives of the Eastern Information Center will study the history of the
property and building and determine if it's "eligible". If the building or site is eligible, then
it is placed on the California Registers Historical Resource list.
• Step 3 - The property owner, local jurisdiction, State, and County of Riverside register
the site, and it becomes official.
In speaking with Dr. Hall, this property is on the County's inventory list and is classified as
' 7N"; meaning "needs to be evaluated. Dr. Hall explained that this property would need to be
evaluated to determine if it's "eligible" to be placed on the California Registers Historical
Resource list. Since it hasn't been studied, it is not currently considered to be "eligible."
The applicant was approved by the ARC for exterior fagade enhancements to the building
formerly known as LG's Steakhouse.
GAPlanning\Kevin Swartz\Word\One El Paseo Building\Staff Report One 111 El Paseo.doc
Staff Report
Case No. Misc 12-206
Page 3 of 4
August 23, 2012
The front fagade will be altered to include;
• New entry doors and sidelight system at the main entrance.
• New windows to replace existing ones.
• New patio dining area for up to twelve seats.
• New stone clad columns at the main entry.
• New fire pit feature.
• Extension of the patio walls.
• New stairs and handrails at main entrance.
The east exterior elevation will be altered to include;
• New stairs and handrails at entrances.
• New stone clad columns at entrances.
• New windows to replace existing ones.
• New entry doors and sidelight system at all entrances.
• All wood headers to be plastered over.
The attached site plan illustrates the exterior fagade renovations. The proposed exterior color
and material palette create a sophisticated building aesthetic with the proposed colors and
materials. The building walls are a cream color, "Alpaca Wool", and accented by a
complimentary trim color in the tan range, "Hope Chest".
Analysis
The subject property is on the City of Palm Desert's "Un-Official List" of potential historical
significant sites to be considered a designated landmark. The City of Palm Desert,
Ordinance 1168, Title 29 "Cultural Resources" requires written consent from the property
owner to participate in the program. The property owner submitted a letter to the City dated
February 24, 2009, and on July 13, 2012, stating that the owner does not wish to participate
in the program.
Furthermore, the property is only on the County of Riverside's inventory list. The property is
classified as ' 7N"; meaning "needs to be evaluated." The property is not on the California
Registers Historical Resource "eligible" list, and cannot be added without a study being
performed.
Since the building is not eligible to be a historic site, and it does not meet the County of
Riverside and States guidelines, additional California Environmental Quality Act (CEQA) is
not required. This project is considered and reviewed no different from any other exterior
fagade renovation.
GAPlanning\Kevin Swartz\Word\One El Paseo Building\Staff Report One 111 El Paseo.doc
Staff Report
Case No. Misc 12-206
Page 4 of 4
August 23, 2012
On August 22, 2011, staff, two Council Members, the property owner, project architect, and
members of the Historic Preservation Committee are meeting to discuss concerns regarding
this property. At the City Council meeting on August 23, 2012, staff will give a brief oral
summary on the meeting outcome.
In regards to the design, the proposed improvements are an upgrade in appearance
compared to the existing building. The modified main entrance of the building with fixed
glass and sliding, stackable windows add an aesthetic significance to the space that was
not there before. Additionally, by removing the existing planter and creating a new patio, it
creates a livelier streetscape. The proposed design alterations are intended to update the
quality of the exterior appearance of the property. Staff believes the design will enhance the
visual balance along Highway 111.
Environmental Review
CCR Title 14, Division 6, Chapter 3 Guidelines for Implementation of the California
Environmental Quality Act, Article 19 Categorical Exemptions, Section 15300.2 Exceptions,
(f) Historical Resources states, "A categorical exemption shall not be used for a project
which may cause a substantial adverse change in the significance of a historical
resource." However, Section 15064.5 Determining the Significance of Impacts on Historical
and Unique Archeologist Resources states that to be determined a "historical resource" the
property shall be: 1) listed or eligible for listing in the California Register; 2) included in an
official local register adopted pursuant to a local ordinance or resolution; or 3) determined
by the lead agency (the City) to meet the criteria for listing on the California Register. If any
of the proceeding criteria are met, a categorical exemption cannot be issued.
As discussed in the "Background" section of this report, the subject building is neither on the
California Register nor considered "eligible" for listing. Therefore, the subject building does
not meet any of the three criteria described above, and the proposed fagade renovation is
exempt under CEQA Class 32 for inf ill development projects on sites smaller than five acres
in size.
Submitted By: Department- d:
-k
Kevin Swartz, Assistant Planner Lauri Aylaian,
Director of Community Development
CITY COUNCIL A✓ �3'IO]Y
APPROVED fl N",
RECEIVED OTHER
M. Wohlmuth, City Manager
MEETING
/ AYES • 1/ 4
NOES:
ABSENT:
ABSTAIN:
VERIFIED BY.-IM
GAPlanning\Kevin Swartz\Word\One El Paseo Building\Staff Report One 111 El Pase oc
�riginal on File with
Office
NOTICE OF EXEMPTION
TO: Office of Planning and Research FROM: Kevin Swartz
P. O. Box 3044, Room 212
Sacramento, CA 95812-3044 City of Palm Desert
® Clerk of the Board of Supervisors 73-510 Fred Waring Drive
or Palm Desert, CA 92260
❑ County Clerk
County of: Riverside
1.
Project Title:
One El Paseo Building
2.
Project Location — Identify street address and
The project site is located on the south side of Hwy 111,
cross streets or attach a map showing project site
east of Portola Avenue, and west of Deep Canyon Road
(preferably a USGS 15' or 7 1/2' topographical
located at 74-225 Highway 111.
map identified by quadrangle name):
3.
(a) Project Location — City:
City of Palm Desert
(b) Project Location — County:
Riverside County
4.
Description of nature, purpose, and beneficiaries
Approval of an exterior fagade renovation to the
of Project:
building formerly known as LG's Steakhouse.
5.
Name of Public Agency approving project:
City of Palm Desert
6.
Name of Person or Agency undertaking the
Sam Rasmussen, property owner
project, including any person undertaking an
activity that receives financial assistance from the
Public Agency as part of the activity or the person
receiving a lease, permit, license, certificate, or
other entitlement of use from the Public Agency
as part of the activity:
7.
Exempt status: (check one)
(a) ❑ Ministerial project.
(b) ❑ Not a project.
(c) ❑ Emergency Project.
(d) ® Categorical Exemption.
15332 In -Fill Development Projects Class 32
State type and class number:
(e) ❑ Declared Emergency.
(f) ❑ Statutory Exemption.
State Code section number:
(g) ❑ Other. Explanation:
8.
Reason why project was exempt:
Minor exterior modifications to an existing building less
than five acres.
9.
Contact Person:
Kevin Swartz, Assistant Planner
Telephone:
(760) 346-0611
10.
Attach Preliminary Exemption Assessment (Form "A") before filing.
Notice of Exemption FORM `B"
Date Received for Filing:
(Clerk Stamp Here)
Signature (Lead Agency Representative)
Title
Notice of Exemption FORM `B".
DECISION OF THE
(Name of Determining Body)
CITY OF PALM DESERT, CALIFORNIA
REQUEST FOR CITY COUNCIL REVIEW
Palm Desert Architectural Commission
Case No. Misc 12-206 Date of Decision: July 10, 2012
Project Proponent: 1 R1 Pasen West Samuel Rasmussen
Address: 74225 Highway 111
Palm Desert, CA 92260
Description of
Application or Matter Considered.
Exterior facade renovation
LO
a
.. 0
Member of the City Council
FOR OFFICIAL USE ONLY
Date Filed: �'' l �� �--� Received by:
Date of Consideration by City Council: - I
Action Taken:
Date:
Rachelle D. Klassen, City Clerk
H:Wlassen\W Pdata\W PDOCS\FORMS\cncl req for rev.wpd 5/21 /03
ARCHITECTURAL .RE` 'W COMMISSION
MINUTES July 10, 2012
CASES:
A. Final Drawings:
1. CASE NO: MISC 12-206
APPLICANT (AND ADDRESS): ONE EL PASEO WEST, LLC,
1919 Grand Ave, Suite 2A, San Diego, CA 92109
NATURE OF PROJECT/APPROVAL SOUGHT: Approval of an
exterior fagade renovation to the building formerly known as LG's
Steakhouse.
LOCATION: 74-225 Highway 111
ZONE: C.1-S.P.
Mr. Kevin Swartz, Assistant Planner, presented the project and
summarized the staff report. The existing building, most recently
known as the LG's building (LG's) and the Desert Magazine, was
the first major structure to be completed in Palm Desert on the
south side of Highway 111. The building officially opened in
October 1948 and is on the City of Palm Desert's "Un-official List"
of potential historic significant sites to be considered as a
designated landmark. Ordinance 1168, Title 29, "Cultural
Resources", requires written consent from the property owner to
participate in the program. Staff understands the concerns of the
Cultural Resources Preservation Committee (Committee) regarding
the significance of this building, but the body of the ordinance
protects property owner's rights. Between May 2008 and August
2008, the City Council and the Committee had several meetings
and public hearings discussing the ordinance, for which the Council
was adamant about protecting property owner's rights and have
them voluntarily participate in the program. Staff has reached out
to the property owner several times, but the owner does not wish to
participate in the program. The owner submitted a letter dated July
9, 2012, confirming his desire not to have the building designated
historic. The purpose of this meeting is the design and the new
landscape of the building.
Mr. Swartz presented photos of the existing site and pointed out
where LG's and Kaiser Grill (Kaiser) are located on the site. He
pointed out that Kaiser vacated the building and it has been vacant
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for about five years. The applicant will be adding a new patio, and
re -doing the main entry doors, windows and parapet.
MR. JOHN VUKSIC, Prest Vuksic Architects, presented the plans
for the LG's building and said all the massing on the east side,
which is the Kaiser space, was added by Kaiser about 25 years
ago. The large covered patio entry area, the planters and a large
handicap ramp was added later. He wanted to be respectful of the
existing architecture, but the space is too dark, too enclosed, and
feels like a fort, which is a difficult thing to work with in this
competitive market with more modern restaurants. At the time
when LG's and Kaiser went in over 20 years ago, there wasn't this
sort of competition on El Paseo and surrounding areas. So his goal
is to not only be respectful of the architecture, but to make the
project more commercially viable. They will be adding more
openings, more glass, and adding a patio on the east side. They
will minimize a large handicap ramp on the easterly part of the front
elevation staying within the ADA standards. The patio was created
so they can have more activity out in front of the building while
having a link between the outside and inside with lanai doors. They
added more glass at the Kaiser entrance to bring more light, more
activity, and more visibility from inside to outside. They added
stone columns at the entrance to LG's and a stone column at the
corner for the entrance to Kaiser. They are- removing the step
details and cleaning it up, removing the exposed headers, adding
some copper at both entrance points and adding steps. On the east
side, where there are a lot of walls, they are adding decorative rails,
adding more steps, and a large curved step on the corner that
leads directly into the former Kaiser entrance. With all these
changes, they have held onto the Santa Fe motif, but given the
building a more contemporary edge.
The Commission reviewed and discussed the fencing material in
relationship to the Santa Fe style. Mr. Vuksic said he designed that
because he thought it worked well with the lines of the building and
it was sort of an extension to the layering of massing; so it was
translated into a railing design.
The Commission discussed the handicap parking and entrance.
Mr. Vuksic said they would come in the front where the valet
parking was located and have a choice of either going to LG's or
Kaiser.
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Commissioner Touschner discussed having to walk through the
patio of the adjacent occupant to get to where you want to go. Mr.
Vuksic pointed ,out that the site actually slopes and it is a long way
for someone to go up a ramp. They discussed the reasons why
they could not place an entrance at the corner. The goal is to have
less ramping and have more of a patio and it would require a lot of
ramping to cover that distance. Mr. Vuksic stated that hand rails
are not required on a ramp that is 30" or under provided they are
under a certain slope, which they are. They discussed making the
ramp more generous; however there is ample room for wheelchair
access.
The Commission discussed valet parking and the drop off location.
Commissioner Stendell thought there might be the possibility of
these restaurants wanting individual valet points so their customers
can be dropped off to the restaurants of their choice. However, it
would be tough to create another ramp on the east side that would
get the people up to the main entrance from the valet point.
MR. TOM DOCZI, TKD Landscape Architects, stated there is a fire
lane on the east side and where the valet is now is the most
adequate space to allow for valet and not effect parking lot
circulation. He wanted to clarify that where the ramp comes up in
the dining area is part of what once was Kaiser.
MR. VUKSIC presented photos of the other sides of the building
and said they thought about having different colors, but in an effort
to be respectful to the architecture they felt it was more appropriate
to make it all one color. They will repaint the doors and windows
and on the other side, they have removed the vegas. The result
will be a cleaner edge on the building. They will also change all the
light sconces to match.
Commissioner Lambell stated they have done an excellent job in
keeping the massing and architecture. It still reads that southwest
Pueblo feel, but it is a 2012 feel as opposed to a 1948 feel. It goes
much better with the architecture of One El Paseo on the corner.
Commissioner Clark asked how much of the existing fagade was
original.
MR. VUKSIC pointed to the original fagade and said what is not
original was all the stuff out in front of it. As stated earlier, the
fagade on the entire east side is not original.
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Commissioner Clark asked how the proposal is changing what is
existing.
MR. VUKSIC said not much. If we get away from the site work,
which is a lot of what they are doing, they are removing some of the
step details that are on the existing east elevation, they are
removing the vegas that are in some areas, they are replacing all
the windows and doors and making the openings larger in a couple
of spots so they have a good connection between the outside and
the inside on the patios. They are opening up the main entrance to
get more glass, adding stone elements at both entrances, and
adding some copper detailing at both entrances, and removing the
neon.
Commissioner Clark asked if the applicant thought that removing
the vegas, which were a part of the original building, was because
they weren't appropriate.
MR. VUKSIC said they give the building a fort -like appearance.
Mr. Swartz reminded the Commission that part of the project is new
landscaping and there are comments from the Landscape
Specialist that was submitted for their review. He went over the
comments and said that if this project is approved, Staff is
recommending that the landscape architect make these changes
and work with the Landscape Specialist.
MS. JANICE HOLMLUND, has observed throughout the United
States the value of historic properties to the communities they are
in. She pointed out that the description of this building is not Santa
Fe style; it is Pueblo Revival that started here in 1900. With historic
preservation, it is the exterior of buildings that is important and
teaches lessons. You can have this important building that is
original to Palm Desert and maintain the facade on it. She
suggested the applicant re -think this project where the facade
reverts to the original look that was clean and perfect. She also
suggested that the Cove Cities can come together and utilize that
building, because they are desperate for a place for historians and
historic preservationists throughout this valley to meet and have a
place to put artifacts and records. If you truly have a feel for
wanting your children's children to know something of what this
place was like when it was first built this is it.
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July 10, 2012
Commissioner Clark pointed out that the north face of the building
is consistent with the original character of the building. In Ms.
Holmlund's opinion, if this proposal goes through would the historic
character of the building be eliminated?
Ms. Holmlund said yes and that is why you have to go to California
Environmental Quality Act (CEQA) because governments are
responsible for historic lists and this was listed in 1981 and is on
the California list. It is not yet listed as historic but it will be. There
was a survey done in 1981. So you will have to work with CEQA
before you can demolish the facade.
Commissioner Gregory explained to Ms. Holmlund that the
Architecture Review Commission was basically a design aesthetic
review commission and her points, while important, are not really
the kind of things they focus on. He felt her points would be more
importantly taken up by the Planning Commission and City Council
because they are the ones that are not looking at it strictly from an
aesthetic prospective.
The Commission and the applicant discussed the architecture and
style of this building.
Commissioner Clark in response to Commissioner Gregory's
comments said they are talking about architecture and historical
architecture becomes an aesthetic issue as well. Yes there is a
limit to which we can get into such an issue and agreed that this
Commission is not the place to discuss CEQA. He said they are
talking about a facade of a building and whether it should it be
changed or not and if so, to what degree. This Commission does
that with all the buildings he has seen so far while serving on this
Commission.
Commissioner Levin asked if this would go on to Planning
Commission and City Council.
Mr. Tony Bagato, Principal Planner, said this is the final decision
unless it is called up or appealed to City Council. He referred to the
Municipal Code, Section 25.70.090; Action of the Commission
regarding what the Commission looks at when approving the
application. He said the Municipal Code doesn't get into historic
aspects of a property.
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ARCHITECTURAL RE W COMMISSION
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Commissioner Levin responded to Commissioner Gregory's
comment as well and said it is an item for the City's Historical
Preservation and referred to the old hotel on Highway 111 that is
now a vacant CVS. It is like an endangered species; it is or it isn't.
He said if it's not listed, then this Commission should not be taking
it into consideration one way or another, but the presentation
should be to the City's Historic Preservation Committee.
Ms. Holmlund said she has already spoken to that committee and
they will have a response to this Commission. She said again that
this project must go through the CEQA process.
Commissioner Levin said this is not the County and this is not our
prevue. This Commission does not make any determination. It is
the responsibility of the owner, the developer, and his consultants,
if they have to go through CEQA.
Ms. Holmlund said it is the City's determination.
Commissioner Levin said it may be the City's, but it is not this
Commission.
Ms. Holmlund continued with information about the benefits relating
to taxes.
Commissioner Lambell stated that the Commission is not here to
debate whether or not it is a historic building. This is not our purvue
and said the Commission needs to move on and that is to look at
the architectural integrity of the building as it has been redesigned
and see if it fits in with the architecture of Palm Desert at this time.
MR. SAM RASMUSSEN, owner, appreciates the age of the
building and the emotional side of this. He bought the building
fourteen years ago and at this point in time the building is not
leasable, that is why he wants to remodel it. When he met with Mr.
Vuksic, he wanted a really good architect who knew the City's
architecture and who also respected the building. They made a
point of not changing a single wall on this building. At this particular
time, on the north side of the building the current LG's entrance is
not original and LG's doors are from twenty years ago. There is
nothing that is original on the east side of the building and they are
not adding anything on that side. They will put in some wood doors
keeping the Pueblo style. They also looked at two to three color
schemes but always went back to respecting the building and
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keeping it one color, while trying to take it to the next step so he
can lease the building.
Commissioner Gregory said he didn't know this was the end stop
here, but it makes sense with the fact that it's a building remodel.
Depending on how they vote, he asked if there were other avenues
within the City to make some opinion, and wondered what the next
step was when it leaves this Commission. He was concerned
because of an interesting experience that occurred in the City of
Rancho Mirage with a building that was torn down. It was only later
that people realized what had been done. Although this is a far
different situation, he wanted to make sure their decision is
something that will hold up.
Mr. Bagato stated there is a fifteen day appeal period or call up
after the City Council receives the Notice of Action. They can
choose to call it up on their own or someone could file an appeal.
In the City of Palm Desert, this is a voluntary process and is not
required. Mr. Rasmussen, the property owner does not want to be
in the program and never has been. This is the design review and
if it's not called up or appealed this will be the final decision. Then
the ARC will see the construction drawings to make sure that all the
changes match what was approved at this meeting.
The Commission reviewed and discussed the changes to the
facade.
Commissioner Levin moved to approve subject to addressing the
comments made by the Landscape Specialist.
Commissioner Gregory opened the hearing to further discussion
and asked if the landscape plan meets the water calculation
requirements and asked if they wanted immediate results with the
landscape how would they achieve that.
Mr. Doczi, said it does meet the water calculations and they would
place bigger plants to achieve immediate results; not a different
species, but a bigger size of what is needed.
Commissioner Touschner asked Mr. Rasmussen after hearing
everything today did if he still wanted to go forward or was there
anything he wanted to rethink.
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'ARCHITECTURAL RE` ;cW COMMISSION
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MR. RASMUSSEN said he has owned the building for 14 years and
empathizes 100% with the comments made today. He spent two
full weekends researching the Pueblo and Santa Fe architecture
and researched the biography of Randall Henderson, but he simply
must bring this building up so it can be leased out. He expressed
that he is making the property more compatible with One El Paseo.
ACTION:
Commissioner Levin moved to approve subject to addressing the comments
made by the Landscape Specialist. Motion was seconded by Commissioner
Colombini and carried by an 8-0-0-1 vote with Commissioner Vuksic
abstaining.
CASE NO: CUP 12-193
APPLICANT (AND ADDRESS): ROBIN NELSON, 1 San Joaquin
%NARE
Suite 250, Palm Desert, CA 92660
OF PROJECT/APPROVAL SOUGHT: Preliminary
appro I to install (3) three antennas mounted on facade of the JW
Marriottesort and painted to match existing building.
LOCATIONN74-855 Country Club Drive
ZONE: P.R. 4
Mr. Tony Bagato, Ncipalanner, Plstated this is an approval of
three antennas moun d on the building at JW Marriott Resort.
This has been a tough o e for staff and the applicant because the
property is zoned planned esidential even though there is a hotel
on the property and it is r uired to have an exception to get
approval. This process is con ' ered a DOS System and will only
serve the Marriott. There are thr
the tennis courts and two will be a
the facades of the buildings. The
mezzanine space and will not be
approval.
The Commission reviewed the plans.
antennas, one is proposed for
and the pool and spa area on
ment will be located on the
sib . Staff is recommending
ACTION:
Commissioner Touschner moved to approve. Motion
Commissioner Stendell and carried by a 9-0 vote.
seconded by
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'V
4
July 9, 2012
Mr. Kevin Swartz
Planner
City of Palm Desert
73-5 10 Fred Waring Drive
Palm Desert, CA 92260
Mr. Swartz:
I any writing this memorandum to update and confirm that we do not desire to
have the building that we own that is located at 74-225 highway I I I be designated as a
historical building.
If you have any questions, please contact me at 858-273-6600 ext. 101.
Sincerely,
Samuel E. 4FRastu'ssen
President, Ocean Properties Developtnent Corp.
As Managing nicinber
W:',,C(,)rrespt)ti(lence�(.)[.:PW",I 20709 C ityo Walm Desert, Rest B Ido , Dec I ine t I i storica I B Idg.doc
L,
0 X d 15
July 10, 2012
To: Palm Desert Planning Commission
And
Palm Desert Architectural Review
And
Palm Desert Cultural Resources Preservation Committee
73 -5 10 Fred Waring Drive
Palm Desert, California 92260
From: Janice R. Holmlund /
46 Santo Domingo Dri
Rancho Mirage, California 92270
Cry of l:►akn 0"06
Community Development
JUL 10 2012
Subject: Desert Magazine Building
74-221 - 74-225 Highway I I I
Palm Desert, California 92260
Opened October 1948
Architect: William (Harry) Williams
Design: Pueblo Revival
Owner. Randall Henderson
First commercial structure in a new development south of Highway I I 1
Property listed in Riverside County Historic Resource Survey of 1981
Property listed on the unofficial list of historic resources by the City of Palm Desert
Property currently on Riverside County and State of California Historic Listings
To Whom It May Concern
As a resident of the Coachella Valley I respectfully request that you deny changes to the exterior of the
historic Desert Magazine building.
Desert Magazine is a beautiful, important and impressive building ... the Plymouth Rock of Palm
Desert, California. Randall Henderson, renaissance personality and publisher of the "Desert Magazine",
began construction, in 1947, to house a commercial printing company on an empty, barren bajada in
southern California, lending legitimacy to the developing concept of a new city. Upon completion of the
building in 1948, enough printed material was produced to obtain a legal postal address and a post
office... Palm Desert, California 92270.
Recognition of the importance of the building is central to understanding the rise and development
of the city. A printing plant for "Desert Magazine" a competitor to "National Geographic Magazine", was
only one of the important functions taking place within the structure. The first bank, the first art gallery, and
public meeting space created a community -gathering site.
Henderson's vision overcame the extremity of climate and isolation, and he built, with the expertise
of architect Williams, into his beloved desert-scape, a building that echoed the very essence of prehistoric
and historic building practices of southwestern America. It was perfect in its location and design. The city
must retain this buildings exterior integrity.
Integrity requires retaining the authenticity of an historic structure. Integrity documents the "when
and where", that is the significance of the property. In this case, that would be the Pueblo Revival design
period that began in California about 1900. Pueblo Revival is a deeply respected and recognized
architectural design that continues today. Desert Magazine building is the founding block of this city. Do
not allow any person or corporation to destroy this single most important building coming from the creation
and successful founding of the city. Residents must be aware of the value of the structure and take supreme
pride and community ownership of their Desert Magazine building through insistence on continued care and
maintenance of the authentic design.
Buildines used and unused are under constant need to be maintained. clean and serviceable.
Developers and owners need projects and a steady stream of income. I propose that a knowledgeable group
assigned, by the city, assist the owner in addressing areas of potential effects. Cove communities are in
desperate need of community space for storage, care and use of archives, historical documents, artifacts,
geographical reference material, and information relevant to community education. Valley governmental
agencies should be attracted to the office space and convenient parking. Nearby residential input should
also be invited.
No alterations should take place without the city practicing the rules and regulations of historic
preservation law. I cite Federal Section 106 of the National Historic Preservation Act of 1966, as amended
(I6USC 470, 36CFR 8001 because, government must address effects to historic properties. Consulting with
Riverside County Preservation Officer Keith Herron, and the State of California Historic Preservation
Officer, Wayne Donaldson would be wise and probably a requiremem
The Desert Magazine Building is a treasure. It is true that not everything can be saved but we can
save the best Protect the evidence of your history and do not alter the Desert Magazine building.
Thank you.
RECEIVED
C1 ITYCLErRx,S OFFICE
PALM DESERT. C a
-- PALM SPRINGS 2012AUG 14 PM �:
PRESERVATION 37
. FOUNDATION
August 13, 2012
Mr. John M. Wohlmuth
City Manager, City of Palm Desert
Palm Desert Civic Center
73 -5 10 Fred Waring Drive
Palm Desert, CA 92260
Subj: Proposed Exterior Remodeling of the Desert Magazine Building
Dear Mr. Wohlmuth,
The Palm Springs Preservation Foundation's mission extends throughout the Coachella Valley and we
are proud to have about 65 Palm Desert residents among our membership.
We have asked Mr. Patrick McGrew, who meets the professional qualifications of 36 CFR Part 61, to
prepare a Historic Resources Evaluation Report for the Desert Magazine Building (attached). We
understand there is an ill-advised proposal to substantially modify this important historic resource.
As you know, the California Environmental Quality Act (CEQA) establishes California's policy to
"take all action necessary to provide the people of this state with clean air and water, enjoyment of
aesthetic, natural, scenic and historic environmental qualities, and freedom from excessive noise."
(Public Resources Code § 21001.) To ensure all aspects of the environment are protected, CEQA
requires agencies that will be approving discretionary projects to analyze a project's potentially
significant environmental impacts in a negative declaration or environmental impact report. CEQA
specifically finds that adverse impacts to historic resources are significant environmental impacts: "A
project that may cause a substantial adverse change in the significance of an historical resource is a
project that may have a significant effect on the environment." (Public Resources Code 21084.1.)
Under CEQA, evaluation of the potential for proposed projects to impact "historical resources" is a
two-step process: the first is to determine whether the property is an "historical resource" as defined in
Section 15064.5(a)(3) of CEQA; and, if it is an historical resource, the second is to evaluate whether
the action or project proposed by the sponsor would cause a "substantial adverse change" to the
historical resource.
Even properties which are not formally listed as historic resources but are otherwise determined to be
historically significant based on substantial evidence, are considered "historical resources." A report
entitled "The History and Tour of Palm Desert's Historic Sites" dated April 27, 2007 describes the
Desert Magazine Building as "the single most important historic site in the City of Palm Desert." This
document may be found on the City's website and would be considered a list of historic resources
under CEQA.
1775 East Palm Canyon Drive, Suite 110-195, Palm Springs, CA 92264
(760) 837-7117 • info@pspreservationfoundation.org • www.pspreservationfoundation.org
As you will read in the attachment, the Desert Magazine Building, designed by architect Harry
Williams in 1948, is perhaps one of Palm Desert's most architecturally and historically important
buildings. Allowing the unnecessary and arbitrary modification of this historic resource would be
nothing short of a tragedy and should be avoided at all costs.
If you have any questions or if we can be of further assistance, please contact the foundation at
(760) 837-7117 or info@pspreservationfoundation.org.
Sincerely,
720t /Qot��
Ron Marshall
President
Attachments:
1. Historic Resources Evaluation Report for the Desert Magazine Building (74255 State Highway 111,
Palm Desert) including the professional qualifications of preparer Patrick McGrew
Copy to:
City of Palm Desert, Cultural Resources Preservation Committee
Historical Society of Palm Desert
The Desert Sun
HISTORIC RESOURCE EVALUATION REPORT
Desert Magazine Building
74255 State Highway 111
Palm Desert, California
Prepared for:
Palm Springs Preservation Foundation
By Patrick McGrew
McGREW / ARCHITECTURE
674 South Grenfall Road
Palm Springs, California 92264
August 2012
1
Desert Magazine Building (1948, Williams, Williams & Williams, AIA)
74-225 Highway 111
Palm Desert
Introduction: The Desert Magazine Building was the first commercial building to be built on the first
developed block of Palm Desert. Built for Randall Henderson, the 17,000 square -foot building housed the
Desert Magazine and numerous other publications, along with an art gallery, gift shop and gem shop. It
was also the home of the Smoketree School of Desert Art. According to Ann Japenga, the Desert
Magazine building housed the Smoketree School of desert art at its greatest flowering. Although the
gallery is long gone, the building retains a high degree of architectural integrity. It is an important and
highly visible shrine to artists such as Jimmy Swinnerton, Olaf Wieghorst, Brownell McGrew, Bill Bender
and many others. The Desert Magazine building was the home of the city's first printing company, bank,
art gallery and post office. Later it was the location of a Bank of America branch which was Palm Desert's
first bank, and later still it was the location of a restaurant. Today it anchors an office complex.
CEQA AND HISTORIC RESOURCES
The California Environmental Quality Act (CEQA) requires all public agencies to review the environmental
impacts of proposed projects that are assessed as having historic significance.' Even properties which are
not formally listed as historic resources but are otherwise determined to be historically significant, based
on substantial evidence, would also be considered "historical resources." A report entitled "The History
' The California Environmental Quality Act (CEQA) (Public Resources Code Sections 21000-21178) is the foundation of environmental
policy and law in the state of California. It encourages the protection of all aspects of the environment (including historic resources -
Section 21084.1) by requiring agencies to prepare informational documents on the environmental effects of a proposed action
before carrying out any discretionary activities. Under CEQA, evaluation of the potential for proposed projects to impact "historical
resources" is a two-step process: the first is to determine whether the property is an "historical resource" as defined in Section
15064.5(a)(3) of CEQA; and, if it is an "historical resource," the second is to evaluate whether the action or project proposed by the
sponsor would cause a "substantial adverse change" to the "historical resource."
and Tour of Palm Desert's Historic Sites" dated April 27, 2007 describes the Desert Magazine Building as
"the single most important historic site in the City of Palm Desert." This document may be found on the
City's website and would be considered a list of historic resources under CEQA.
ASSESSMENT OF HISTORIC SIGNIFICANCE for DESERT MAGAZINE BUILDING at 74-225 HIGHWAY 111
The following is a professional assessment of the property's historic significance, and is not intended to
represent a formal determination of eligibility. Such a determination would be made by the staffs of the
National Register of Historic Places (NRHP), California Register of Historical Resources (CRHR) and local
registers, and has not been performed at this time.
Based upon this assessment, the Desert Magazine Building appears to be eligible for listing in the
California Register of Historical Resources under Criterion 1 (Events), 2 (Persons) and Criterion 3
(Architecture), and thus would likely be considered a historic resource for the purposes of the California
Environmental Quality Act (CEQA).
Criterion 1: Events
The Desert Magazine Building is significant under this criterion as the first building to be constructed in
what would become the town of Palm Desert.
Criterion 2: Persons
The Desert Magazine Building is significant under this criterion for its association with the founders of
Palm Desert, Cliff and Randall Henderson, both notable persons in the history of Palm Desert. According
to information from the Palm Desert Historical Society, they were the founding fathers of Palm Desert.
"Clifford Henderson was a visionary who started monumental projects and brought them to fruition. Just
as he built the Pasadena Winter Garden, the Pan -Pacific Auditorium and organized the National Air Races
- he conceived an idea for a post-war community in the desert ... and Palm Desert was born. Randall
Henderson loved the written word and he was the editor of the popular "Desert Magazine." An expert on
desert and mountain environment, he caused many people to lose their 'barren, desolate' mind -set about
deserts. He was looking for a place to relocate his publishing plant from El Centro and Palm Desert
became that place.
Criterion 3: Architecture
The Desert Magazine Building is significant under this criterion as an early and largely intact example of
the Pueblo Revival Style. The style was chosen as a programmatic of Randall Henderson. In the
December 1947 Desert Magazine (excerpt attached) he stated: "Pueblo design is one of the desert's most
important contributions to the cultural life of the Southwest." The style is the only surviving style
indigenous to North America and not based upon European models. Pueblo Revival style architecture
seeks to imitate the appearance of traditional adobe construction, though more modern materials such as
brick or concrete are often substituted. If adobe is not used, rounded corners, irregular parapets, and
thick, battered walls are used to simulate it. Walls are usually stucco and painted in earth tones. Roofs are
always flat. A common feature is the use of projecting wooden roof beams (vigas), which originally were
extensions of roof beams.
01
The Desert Magazine Building also appears to be significant as one of two Palm Desert buildings
designed by master architect Harry Williams; a brief biography of Williams is attached. Significant in his
own right, Harry William's work has been somewhat overshadowed by that of his son E. Stewart Williams,
one of the region's most successful modernists. The building is not widely known to be one of Williams'
masterworks, but as one of the firm's early commissions, it is a design which well represents the firm's
contributions to the field of Desert Modernism in the mid -twentieth century. Many early modernists such
as Irving Gill and Albert Frey cite the American Pueblos with their stripped -down sensibility as having
inspired their own work. The Valley's oldest Pueblo style building, Cabot's Old Indian Pueblo Museum, is
only a few years older than the Desert Magazine Building; it was recently listed on the National Register.
Criterion 4: No assessment of the property was made in relation to archeological resources.
Integrity
In order to be eligible for listing in local, state, or national historical registers, a property must possess
significance and have historic integrity. The process of determining historic integrity is similar for the
National Register of Historic Places (NRHP), California Register of Historic Resources (CRHR), and under
local regulations. The same seven variables or aspects that define integrity —location, design, setting,
materials, workmanship, feeling and association —are used to evaluate a resource's eligibility for listing.
According to National Register Bulletin #15: How to Apply the National Register Criteria for Evaluation,
these seven characteristics are defined as follows:
The Desert Magazine Building has undergone only minor alterations since its original construction, and
thus retains a high degree of integrity. It has never been moved from its location on Highway 111, and
thus retains its integrity of location. As the first building in a developing town, its setting has been altered
appreciably, but later development has attempted to respect the historic structure.
The building's major character -defining features —such as its form, massing, pergolas and entrance are
intact. Even with the few observable minor alterations that have taken place, the building continues to
convey its original design intent, architectural style, and original finishes, and therefore has integrity of
design, materials, and workmanship. The building retains integrity of association with its original use and
retains its integrity of feeling as an early Pueblo style structure.
Secretary of the Interior's Standards for the Treatment of Historic Properties
A proposed project involving an historical resource will be evaluated to determine if it qualifies for a
categorical exemption under Class 31 (CEQA Guidelines Section 15331), if the project requires the
preparation of a Negative Declaration or a Mitigated Negative Declaration, or requires the completion of
an Environmental Impact Report. Normally, a project will qualify for a categorical exemption if the change
or alternation is minor and if the implementation of the alteration will meet the Secretary of the Interior's
Standards for Rehabilitation of Historic Structures (the Standards). The Standards provide guidance for
working with historic properties and are used by Federal agencies and many local government bodies to
evaluate proposed rehabilitative work on historic properties. The Standards offer four sets of standards to
guide the treatment of historic properties: Preservation, Rehabilitation, Restoration, and Reconstruction.
Obviously, a proposed demolition of an historic resource does not meet the Standards.
4
Typically one set of standards is chosen for a project based on the project scope. In the case of the Desert
Magazine Building, the Standards for Rehabilitation are the most applicable:
1. A property will be used as it was historically or be given a new use that requires minimal change
to its distinctive materials, features, spaces, and spatial relationships.
2 The historic character of a property will be retained and preserved The removal of distinctive
materials or alteration of features spaces and spatial relationships that characterize a property will
be avoided.
3. Each property will be recognized as a physical record of its time, place, and use. Changes that
create a false sense of historical development, such as adding conjectural features or elements from
other historic properties, will not be undertaken.
4. Changes to a property that have acquired historic significance in their own right will be retained
and preserved.
5 Distinctive materials features finishes and construction techniques or examples of craftsmanship
that characterize a property will be preserved.
6. Deteriorated historic features will be repaired rather than replaced. Where the severity of
deterioration requires replacement of a distinctive feature, the new feature will match the old in
design, color, texture, and, where possible, materials. Replacement of missing features will be
substantiated by documentary and physical evidence.
7. Chemical or physical treatments, if appropriate, will be undertaken using the gentlest means
possible. Treatments that cause damage to historic materials will not be used.
8. Archeological resources will be protected and preserved in place. If such resources must be
disturbed, mitigation measures will be undertaken.
9 New additions exterior alterations or related new construction will not destroy historic
materials features and spatial relationships that characterize the property The new work shall be
differentiated from the old and will be compatible with the historic materials, features, size, scale
and proportion and massing to protect the integrity of the property and its environment.
10. New additions and adjacent or related new construction will be undertaken in such a manner
that, if removed in the future, the essential form and integrity of the historic property and its
environment would be unimpaired.
Any proposed project for altering the Desert Magazine Building should strive to meet the Standards for
Rehabilitation, with special attention paid to Standards 2, 5, and 9. As currently designed, the proposed
project at the Desert Magazine Building which requires the demolition of the building's facade does not
comply with the Standards for Rehabilitation.
Conclusion
The Desert Magazine Building was constructed for Desert Magazine in 1948 by architect Harry Williams.
Based upon the data contained in this preliminary assessment, the building appears to be eligible for
listing in the California Register of Historical Resources under Criterion 1 (Events) - the founding of Palm
Desert; Criterion 2 (Persons) - having been built and occupied by the founding family of Palm Desert; and
Criterion 3 (Architecture) as a significant example of Pueblo Revival Architecture and as the work of the
prominent Palm Springs, California architectural firm of Williams, Williams, & Williams, AIA. As such, the
Desert Magazine Building would likely be considered a historic resource for the purposes of the California
Environmental Quality Act (CEQA). As designed, the proposed project at the Desert Magazine Building
which requires the removal of the principal facade of the building does not comply with the Secretary of
the Interior's Standards for Rehabilitation and would result in a substantial and unmitigated negative
environmental impact.
Biography of Harry Williams (1909-1966)
Harry Williams and Harry I. Schenck were partners in the firm of Schenck and Williams, an architectural
firm in Dayton, Ohio. Both were 1903 Cornell University graduates and members of the American Institute
of Architects. In Dayton they produced a number of historically significant buildings, including: the
Schwind Building (1914); Wright Brothers Residence/"Hawthorne Hill" (1914); the Engineers Club of
Dayton (1916); the Mutual Home Savings (1931) and the NCR Building (1938). After the dissolution of the
firm and Williams' relocation to Palm Springs, he is credited with the Carnell Building (1934); La Plaza
Shopping Center (1936); and the Desert Magazine Building (1948).
By 1933, the Great Depression had swept across America, bringing with it major change. The Williams
family's affluent lifestyle was not spared. Architectural commissions evaporated. Schenk and Williams'
once thriving firm was reduced to just two partners scrounging for whatever work they could find. Their
client, Julia Carnell, the wife of a vice-president of the National Cash Register Company, commissioned a
commercial building in Palm Springs. Soon thereafter Williams was commissioned by Carnell to design
The Plaza Shopping Center, now Palm Springs Class 1 Site No. 22, on Palm Canyon Drive, completed in
1936. It was a mixed -use project combining retail/office and residential components - a novel concept at
the time. It was Williams's first significant commission in almost 8 years after suffering the collapse of
Schenk and Williams. In 1942, Harry Williams moved to Palm Springs and semi -retirement in a climate
that would help alleviate his wife's debilitating arthritis. Williams' two sons Roger and Stewart joined him
in Palm Springs and the firm that became Williams, Williams and Williams, Architects AIA, in 1946.
7
Historic Preservation Evaluation Qualifications
Professional Qualifications Standards: The Code of Federal Regulations, 36 CFR Part 61 defines the
minimum education and experience required to perform historic preservation identification, evaluation,
registration, and treatment activities. The minimum professional qualifications in architecture are a
professional degree in architecture plus at least two years full-time experience in architecture; or a State
license to practice architecture.
Patrick McGrew received his Bachelor of Architecture from the University of Oklahoma in 1965. He has
been actively engaged in the architectural profession, specializing in historic preservation, since then.
McGrew has been a licensed architect in the State of California since 1970, as well as a holder of the
NCARB (national licensing) certificate. He possesses an in-depth knowledge of all procedures and
standards utilized in the identification, evaluation, registration, and treatment of historic properties as
evidenced by his lengthy career known for the depth and breadth of accumulated architectural/historical
knowledge. He places a high value on the objectivity and completeness of his written works. He has
twenty-five years' experience in research, writing, practicing and teaching architecture with academic and
historical agencies and institutions. He has made a substantial contribution through research and
publication of a body of scholarly knowledge in the field of California architectural history. His
experience has included the preparation of numerous historic research reports, National Register
nominations, and San Francisco and Palm Springs Landmark nominations, as well as the preparation of
plans and specifications for architectural preservation projects.
Patrick McGrew's knowledge and reputation in the field of historic preservation provided the basis his
public service as the long-time President of San Francisco's Landmarks Preservation Advisory Board. His
impressive list of publications on California's historic architecture is a testament to his proficiency as a
leading expert in California architectural history. He is a member of the Society of Architectural Historians,
and has received many awards for his work during a distinguished career. In 1995, his book The Historic
Houses of Presidia Terrace, received an award of honor from the California Heritage Council. Former San
Francisco Mayor Willie Brown declared November 30, 2003 as 'Patrick McGrew Day' in San Francisco, and
a Commendation from the United States Senate was presented in recognition of McGrew's 'distinguished
career and outstanding contributions to the City of San Francisco.' Patrick McGrew now lives and works in
Palm Springs, California. McGrew serves on the Palm Springs Historic Site Preservation Board, is the
Chairman of the Architecture and Design Council of the Palm Springs Art Museum and also serves on the
Board of the Palm Springs Preservation Foundation. McGrew is also a contributing writer on Coachella
Valley Architecture for the Artbound Project of Public Television Station KCET in Los Angeles.
H.
Swartz, Kevin
From: LaCross, Mary
Sent: Friday, July 13, 2012 2:04 PM
To: Stanley, Jane
Cc: Swartz, Kevin
Subject: FW: Desert Magazine building in jeopardy
Attachments: Desert Magazine.pdf
Jane — John asked that you please provide this to the City Council.
Kevin — John gave Lauri a copy, and she asked me to email you as well.
Thanks!!
Mary
From: Hermann, David
Sent: Friday, July 13, 2012 11:49 AM
To: LaCross, Mary
Cc: Wohlmuth, John
Subject: FW: Desert Magazine building in jeopardy
Hi Mary,
We received the message below today addressed to the City Council. Consistent with previous direction, I am forwarding
to the City Manager to share with the Council. Thank you very much for ensuring that John receives this.
Please let me know if I can be of any assistance.
David
David Hermann
Public Information Officer
City of Palm Desert
760-776-6380
From: Ann Japenga [mailto:japenga(5)att.net]
Sent: Friday, July 13, 2012 11:45 AM
To: InformationMail
Subject: Fw: Desert Magazine building in jeopardy
Hi "info" person,
Will you please forward this to all five City Council members? This regards the ill-advised plan to obliterate the facade of Palm
Desert's most historic building. The owner is gambling that this move will bring him a high -paying tenant, however the only guarantee
is the makeover will forever diminish the spirit of Palm Desert.
Thank You!
----- Original Message -----
From; Ann Jagenga
To: Tom Budlona
Cc: Chris S. Ervin ; blake.herzog@thedesertsun.com
Sent: Friday, July 13, 2012 11:36 AM
Subject: Desert Magazine building in jeopardy
Dear Tom,
I wanted to alert you to a threat to the Desert Magazine building on Highway 111. The owner, San Diego developer Sam Rasmussen,
appeared before the Palm Desert architectural review committee on Tuesday. The City approved his plan for a new modernized
facade for the building. Even though it's not a tear -down, it might as well be as the redesign will obliterate most traces of the original
magazine offices.
This is the most historic building in Palm Desert. It's crucial. to the cultural history of the Coachella Valley and is eligible for National
Register listing. I remember taking the late Peter Wild (author of a book on the magazine) by the building some years ago. The crusty
professor actually teared up when he saw how much it still looked like the old Desert Magazine.
No one will weep (for the same reasons, at least) after the remodel. I know there are various groups who continue to hold the
magazine in high regard, and I'd appreciate it if you'd forward my note to likely supporters. E-mails and letters of concern should go to
the Palm Desert City Council: httl2://www.cityofpalnidesert.orwIndex.aspx?paae= 147.
For those who aren't as familiar with the magazine, I've attached a column I wrote as background. Also, more info and images here:
http://www.hspd.org/landmarks.htmi
Thank you!
Ann
(760)327-5141
www.AnnJapen a.com
www.CaliforniaDesertArt.com
Time to take the survey 7 min. , 54 sec.
Submission recorded on 7/15/2012 12:00:29 PM
Survey answers
-------------------------
Your Contact Information
First name: * EUGENE
Last name: *
CONROTTO
E-mail Address:
* hypatial5(@sbcRlobal.net
Address line 1
937 OXFORD
Address line 2
Not answered
City
MODESTO
State
CA
Zip code: *
95350
Phone number
209.523-5907
IAma:
Palm Desert Business Owner []
Palm Desert Resident []
Comments:
I FIRST ENTERED THE DESERT MAGAZINE BUILDING IN 1953 WHEN RANDALL HENDERSON HIRED ME TO BE
AN ASSOCIATE EDITOR. FROM THE FRONT OFFICE IN THE NORTHWEST CORNER OF THE BUILDING THE VIEW
WAS MOSTLY OF VACANT -OF -STRUCTURES EMPTY LAND --AND THE DREAM OF A BEAUTIFUL CITY TO FOLLOW.
FROM THIS SAME BUILDING I STARTED THE PALM DESERT POST. I AM FORMER PRESIDENT OF THE PD
CofC .
THAT BEAUTIFUL BUILDING ANCHORED ALL OF MY DREAMS FOR PALM DESERT.
4
_ate �... J_g',_ � . ����\ ��•.
Norton Allen drew this !ketch of the new Desert Magazine publishing plant from plant
prepared by Architect Harry ]. Williams. Santa Rom mountains are in the background.
49a4 2�t ......... a New Nome!
rTER more than two years of preliminary planning,
construction was started in November on a building to
house the main offices and printing plant of the Desert
Magazine at the townsite of Palm Desert in the Coachella valley
of California.
With approximately 17,000 square feet of floor space, the
new structure will provide for the editorial and business offices
of the magazine, book shop, both letterpress and offset printing
facilities, bindery, photographic department, and a 30x6o foot
lobby -museum of regional exhibits.
Architecturally, the building will follow a modified pattern
of the Southwest's Indian -Pueblo design. This pattern had its
origin in the cliff dwellings of the Southwest and has gone
through successive modifications by Spaniards, Mexicans and
Anglo-AmeFicans during the 408 years since Coronado's con -
Located at Palm Desert, the new publishing plant irdl be
directly accessible from all main highway of the Southwest.
24
quest. Pueblo design is one of the desert's most important con-
tributions to the cultural life of the Southwest. Harry J. Wil-
liams of Palm Springs is architect for the project.
The building is being erected on a 20-acre site along Mgh-
way 111, mid -way between Indio and Palm Springs-12 miles
from each of these communities. The site, near the junction of
ill with Pines -to -Palms highway, is in the newly developed
Palm Desert community adjacent to Coachella valley's date
gardens, in a 2000-acre cove at the base of the Santa Rosa moun-
tains. A new postoffice was opened at Palm Desert last July, and
1620 acres of the cove are now in process of subdivision by the
Palm Desert corporation.
The construction contract, let to the R. P. Shea company of
Indio, includes the erection of a lodge for the housing of part of
Desert's editorial, business and mechanical staff. Additional
housing is to be provided later, the plan being to establish
homes and recreational facilities on the 20-acre site for the en-
tire organization.
Ad)*oining the Desert Magazine tract is another 20 acres re-
served by the publisher for a community to be devoted exclu-
sively to the arts and handicrafts. The plans provide for studios
and craft shops —and housing for the artists and craftsmen. This
project is not to be launched until members of the staff move to
the new location in 1948.
The Palm Desert plant of the magazine is to be equipped en-
tirely with new printing machinery. The present printing plant
in Fl Centro does a large volume of commercial printing to ad-
dition to its work on the magazine, and will be continued in op-
eration at the Imperial county seat where it is now located. Des-
ert's new plant also will be equipped for a general printing busi-
ness, with publication work as a specialty.
Need for larger quarters for Desert was recognized by the
publishers five years ago. The circulation had climbed steadily
since the publication was launched in 1937, and lack of space
and adequate presses made it necessary to make up the type
THE DESERT MAGAZINE
pages in El Centro and take them to Los
Angeles for press and bindery work.
Immediately after his return from serv-
ice in World War II, Randall Henderson
of the publishing staff began looking for
a larger site where magazine presses could
be installed. Since magazine publishing is
largely a mail order business, it was de-
cided to establish the new plant out on
the desert beyond the limits of any muni-
cipality where there would be ample room
for expansion, and where housing could
be provided for members of the organiza-
tion.
The 2000-acre cove at the base of Santa
Rosa mountains, then entirely vacant, ap-
peared to offer the ideal solution. Not only
would plenty of space be available, but the
location would give Desert's staff more di-
rect access to Highways 60, 66, 70, 80 and
99, which are the main east -west thorough-
fares of southwestern desert travel. The
site also would be more accessible for the
thousands of visitors from all over the
United States who come to the magazine
offices annually —readers, hobbyists, ar-
tists, writers, photographers, and the trav-
eling public.
Following the selection of the site, a
group of developers headed by Cliff Hen-
derson, brother of Desert's editor, sensing
that the establishment of Desert Magazine
with its affiliated enterprises in the Santa
Rosa mountain cove would invite wide-
spread interest on the part of cultural
groups, purchased 1620 acres of the adja-
cent desert and made plans for a model
town. Water mains were laid, streets sur-
faced, and the new postoffice of Palm Des-
ert was established. Scores of new homes
and business buildings are now under con-
struction there. While the new town is still
in its pioneering stage, the original t^wn-
site designed by Landscape Architect Tom-
my Tomson of Pacific Palisades, providing
wide streets, ample parking areas, church,
civic center and school sites, insures an at-
tractive community setting for Desert's
new home. The beauty of the setting is fur-
ther enhanced by the high type of business
and residential improvements and the col-
orful landscaping in progress for several
years under the management of Christo-
pher Hendra and his associates at the Palm
Village community across the road from
Desert's project, and by the scenic drive
along Highway 11I through the date gar-
dens and vineyards and grapefruit groves
h:tween Indio and Palm Desert.
Over -shadowing this modem desert
community the rugged 8000-foot praks of
the Santa Rosa range serve as friendly al-
though not easily accessible guardians
whose natural beauty has been little dis-
turbed since those pre -historic days when
they watched over the home of the ancient
Cahuilla.
TRUE OR FALSE Probably no denizen of the desert is the
victim of more false propaganda than the
rattlesnake. Much of the common hearsay
pertaining to the rattler is pure fiction. Here are 20 questions designed to separate
the facts from the popular myths. The answers given —whether you believe them
or not— are backed by scientific opinion. Ten correct answers is an average score,
11 to 14 is a good score, 15 to 18 is superior, and if you do better than that you
may go to the head of the class. Answers are on page 35.
1--A rattlesnake's age may be judged by the number of buttons in its tail —one
for each year. True........ False..--....
2—Hospitals and laboratories will buy rattlesnake venom for medical purposes.
True ..... .._ False ........
3—A rattlesnake sheds its skin once a year. True........ False ........
4—The fangs of a rattler are on the end of its tongue. True ........ False........
5—In summertime desert rattlers may be seen sunning themselves on the rocks
under the midday sun. True........ False........
6—A rattlesnake has a backbone. True........ False....___.
7—Certain non -venomous species of bullsnake will coil and strike in the same
manner, as a rattler. True ........ False........
8—A rattler may always be identified by the diamond -shaped pattern of its skin.
True ........ False.. ......
9—Potassium permanganate is the best treatment for rattlesnake bite.
True ----- ... False ----- ..-
10—A rattlesnake will not cross a horse -hair rope on the ground.
True .... .... False ___.____
11—A rattler can coil and strike only when its body is resting on the ground or
other plane surface. True -------- False .......
12—Rattlers have been known to suck milk from the udder of a cow.
True_ ----- raise ........
13—The roadrunner bird has been known to kill rattlesnakes.
True_ ----- False...--...
14—Rattlers and other snakes sometimes swallow their young to protect them.
True ........ False........
15—All venomous snakes in North America have fangs. True ........ False........
16—The first rule, if bitten by a rattler, is to run for help. True ........ False........
17—In case of snake bite it is important to apply a tourniquet between the bite
and the heart. True........ False_ __...
18—A second important step is to sterilize and make an incision at the wound.
True -------- False ........
19—Most effective treatment is to extract the poison by suction.
True........ False ........
20—All venomous snakes have diamond -shaped heads. True -------- False..___.
DECEMBER, 1947
25