The Street Seen: 2701 Main Street (Beidler - Heuer)
2701 - 2705 Main Street @ Hill St
On the southeast corner of Main & Hill in 1923, George Beidler replaces a 1-story wood frame building with a 1-story brick building. In 1946, tenants Samuel and Evelyn Heuer acquire the property from Beidler. Today, the City Landmark building is occupied by JAdis, Caro Bambino, and Chinois (private dining).
In 1922, retired Chicago real estate broker George Beidler1 acquires the property on the southeast corner of Main & Hill (2701 - 2703 Main). Whiting Wrecking Company, Los Angeles2 demolishes the existing 1902 1-story, 2-room, wood frame building on the site.
In 1923,3 Joseph F. Rhodes4 is commissioned to construct a $12,000 speculative 1-story, 4-room, 75 ft x 55 ft plan, modest commercial brick building on the 75 ft (wide) x 100 ft (deep) lot.5
In May 1923, Citizens Bank of Santa Monica6 opens its first branch office at 2701 Main St.7
In 1930, in the midst of the Depression, the bank (now the Bank of Italy) branch closes. The building is vacant from 1930 to 1938.8
In 1938, Samuel and Evelyn Heuer9 open Sami Heuer paints.
In 1946, Heuer purchases the property for $27,500 from Beidler. George Beidler dies in 1947. Heuer operates Bay City Paint & Wallpaper Company until 1960. Curlette Beauty Salon, offering “artistic beauty treatments at reasonable prices,” occupies 2703 Main St. Hyman Rosenthal Plumber occupies 2705 Main St.
From 1960 to 1975, the Sunlight Mission operates a thrift store at 2701 Main St.
In 1976, Parke Meek and Susan Lieberman open Jadis prop shop at 2701 Main St, and in 1981, Susan Lieberman opens Paris 1900 at 2703 Main St.
Upon Evelyn Heuer’s death in 1997, the property is transferred to the Heuer’s daughter, Lenore Lambert, who remains the current owner.
In 2012, the City of Santa Monica designates the Beidler-Heuer building as a city landmark.
George Funk Beidler (1864 – 1947). Born in IL, the son of millionaire Chicago lumber merchant Jacob Beidler (1815 – 1898). George Beidler is a West Chicago real estate broker and director of the West Town State Bank of Chicago. In Chicago in 1900, he marries Margaret Emily Young (1876 – 1947). From 1907, Beidler spends time in Santa Monica and Pasadena. He permanently moves to Pasadena in 1924. In 1928, a bitter divorce case is played out in the Los Angeles newspapers - the dispute centered on the amount of Beidler’s wealth. In 1947, despondent over poor health, Beidler shoots himself in his Hollywood Hills home.
Perry Whiting (1868 - 1953). Whiting and his wife come from Michigan to Los Angeles in 1893. After various failed capitalistic adventures, he starts a very successful wrecking business in 1898, the Whiting-Mead Company, selling salvaged building materials. A self-made millionaire, Whiting writes his autobiography “Perry: Experiences of a Pioneer” in 1930. Whiting Woods in Glendale is named after him.
1923 is the peak year of a massive boom in population and economic growth in greater Los Angeles, with an associated renaissance on Main St - including 2015 Main, 2503 Main, 2701 Main, 2821 Main, and 2907 Main.
Joseph Foster Rhodes (1881 - 1948). Born in IL, he receives a Bachelor of Science degree from Yale University in 1903. To learn the contracting business, Rhodes joins the George A. Fuller Construction Company in New York City. He then comes to Pasadena, spending a year as manager of the Blow Planing Mill, and two years at Baker Iron Works in Los Angeles. In 1906 in Pasadena, he marries Louise Bond (1884 – 1970). From 1909 to 1948, Rhodes is in the contracting business for himself. Rhodes erects the factory of the Pacific Coast Biscuit Company in Los Angeles, the Hertel Building in Pasadena, and many business blocks, apartments, houses, and hotels in southern California. In Santa Monica in 1926, Rhodes is the architect/builder of the 1-story, brick commercial building on the northeast corner of Montana and 14th (1401-1405 Montana Ave.)
Beidler also buys the adjacent vacant lot (Lot 48) to the south, and the Beidler 75 ft x 100 ft property consists of Lots 48, 49, and 50 of Block A of the 1893 Santa Monica Tract.
Citizens Bank of Santa Monica opens in January 1923 at 222 Santa Monica Blvd. P.J. Dudley, for many years the vice-president of the Ocean Park Bank, is the vice-president and active manager. In 1923 Citizens Bank and Trust Company is renamed Bank of America, Los Angeles In 1928, Bank of America, Los Angeles, and San Francisco-based Bank of Italy merge. The resulting Bank of Italy emerges before the stock market crash of 1929. The Bank of Italy is renamed Bank of America National Trust and Savings Association in 1930.
Although Beidler built a small bank in West Chicago, the Main & Hill building is not designed as a bank. There is some delay required to install a vault and branch banking equipment.
During the depression, the vacant building is intermittently used as a depot by the Los Angeles County welfare department.
Samuel Heuer (1900 – 1972). Born in New York City, Heuer comes to Los Angeles with his parents. Employed as a waiter, he becomes involved in criminal activity. In 1921, he is in San Quentin for receiving stolen property. Heuer is paroled in 1922 but is in Folsom prison from 1924 to 1927.
In 1936, he marries Evelyn Tannenbaum (1901 – 1995). Their daughter Lenore is born in 1939. In 1938, they open a paint and wallpaper store at 2701 Main. They live at 2924 3rd St.