Keeping Up with the Jones

Walking down Sunset Blvd. one afternoon in the early 80’s, I noticed the smoggy sunset making an old building glow yellow, highlighting its faux Moorish or Egyptian details like a 40s film noir set. The building was topped with massive bold letters in a font from another era reading Jones Decorating Company.

I snapped a photograph just as a lone figure ambled past Jones’ neighbor, the rundown Olive Motel, battling the burning setting sun. I didn’t notice until I developed the shot that there was a sign on the building saying Jones had moved to a small storefront down the street and that the building was for sale.

Soon afterwards, a few windows were cemented over, some architecture details were chipped off, the distinctive transom windows above the ground floor were painted over, new crappy windows were installed on the ground floor, and the massive letters were taken down.

A yoga studio and furniture store occupied the space for several years until the furniture store folded and the yoga shop moved. Then wood barriers went up fronting the sidewalk and I figured it was time to do some research before the wrecking ball came for Jones Decorating.

Turns out what was left of building was being rehabbed into “three levels of creative office, retail and restaurant space” branded The Jones Building. The property’s website dates the building back to 1928 but I still wanted to know who the heck was Jones and what did he decorate?

Building permits reveal the building was constructed for around $40K in 1928 on Sunset Blvd in the Mayberry Heights Tract by Percy G. Alen for the purpose of “studio and stores.”

By the 1940’s, E.S. Jones enters the picture as the new owner on the building permits which state that the building was being used as a decorating company on “all floors.”

More digging uncovered Jones Decorating ads in old Billboard magazines from the 40’s and 50’s revealing that Jones was a purveyor of eye-catching pennants and glowing banners, but still nothing on the man himself.

Sadly, it was a 1990 obit in the LA Times that gave life to Elmer S. Jones who has been described as a “flag, banner and bunting maker to Southern California and the world.” Elmer Jones exemplified the old fashioned American dream, where hard work actually counted for something. He was a true rags to riches story, coming to LA from Illinois and scraping by until he found a job with a decorator.

Before there was Indiana Jones… Image of Elmer Jones from a 1949 article in Fortnight newsmagazine.

When his boss went bankrupt, Jones swooped in and took over the decorating business in 1926. With loads of ambition and elbow grease, he created a little empire. He made his mark on the city by jazzing it up it for many celebrations including the 1932 Olympics, The Rose Parade, the Academy Awards, and Hollywood Christmas parade to name a few. He even had a hand in designing the Los Angeles city flag.

Jones decorated everything from political conventions to military ceremonies, tradeshows, conventions, grand openings, and holiday parades. At his peak Jones was swamped with work orders and his bustling business employed over 50 people including production men, designers, artists, seamstresses, and salesmen.

At some when point decorating for festivities and events waned, Jones recalibrated the focus of his business to a year-round Christmas store catering to the general public and the Hollywood studios. Many Angelenos fondly remember this epoch.

Jones Decorating Co., 1990’s

As a testament to his work ethic, Elmer continued working in his building 5 days a week until breaking his hip a few weeks before his death in 1990. He was 92. I really wish I would have poked my head inside the store and met Elmer S. Jones, the man who decorated Los Angeles and beyond.

It’s 2019, Jones is long gone, and his old stomping grounds are being repurposed for a new world of entrepreneurs. (Who knows? Maybe his name will reappear on the building.) But in our haste to make old new again let us not forget the men & women who trail-blazed down boulevards like Sunset, throwing up awesome buildings and creating wildly successful businesses sometimes out of nothing but some bunting, banners, flags and ribbon.

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Where’s the Beef?

So you’re driving along and suddenly notice the city has lost a tooth. Where things once stood– a block is suddenly vacant, a lot is suddenly empty, a sign has disappeared.

Only the bird knows…

You scratch your head and and rack your brain trying to remember what was there before. And then if you are lucky enough, you remember it was a spot that added color and life to the city. Then you kick yourself for never buying a burrito, a burger, or a shrimp there. And another kick for never getting a proper photo of the joint before it died, before it gentrified.

Tom’s backside. No Booze + No Loitering!

This was Tom’s Burgers. Its mighty sign and distinctive green tiled building anchored the corner of Sunset and Silverlake ever since I was a mere passenger in the back of the wood paneled Country Squire station wagon.  

Yeah, Tom’s didn’t get rave reviews but its presence was a fixture in my LA geography. A few years back, the sign went blank and Tom’s was gone. I regretted never stopping in or to take a shot or two of Tom’s. Eh, why bother? It’ll always be there. I’ll drive-thru next time.  Until there wasn’t a next time.

Now every time I pass the modern pizza joint that replaced it, I try to envision Tom’s. Through my spotty memory and a few random area snapshots I re-imagined the sign for better or worse.

The moral of the story? Go there. Experience the place. At least take a picture of it today. Because it could be gone tomorrow.

Where’s the Sofa Love?

Now you see it. Now you don’t.

Many are bemoaning that Silverlake just lost its iconic Happy Foot/Sad Foot sign at the corner of Sunset & Benton Way. A sad-foot day for sure, but icons have been disappearing from the LA landscape forever. Just ask Ralph Story, or you could if he was here anymore…

Unfortunately, this perpetual change is part of the fabric of Los Angeles. We have seen first hand just how much character our city has lost over the past 30 years and the change is only accelerating.

For example, the perhaps much less beloved Sofa Love sign on the side of the catty-cornered Silverlake Furniture was quietly painted over a few years ago without any hoopla. The spot is now currently occupied by Big & Tiny, an office space start up for working moms. But the honor of the Sofa Love loss goes to PETA, who refashioned and painted the old building obliterating other iconic signage that once greeted us as we left the 101 freeway and headed home.

On your next drive-by, if you squint really hard maybe you can imagine the lost hand painted iconography on the wall.