The Street Seen: 2720 Main St (Lula)
2720 Main Street between Hill St & Ashland Av
After the original building at 2720/2722 Main Street is demolished in 1926 to accommodate the widening of Main St, the property remains vacant until 1934, when the extant 1-story brick building is constructed.
In 1934, a new 1-story brick commercial building is constructed at 2720/2722 Main Street.1
The City building permit lists Annie Dierdorf2 as owner, with J.L. Schimmer, Jr. as builder.3 The 50-ft x 30-ft plan $2,000 building is on a 50-ft x 70-ft lot, and there is a spacious 50-ft x 40-ft outdoor area at the rear.
Jake & Annie (1934 - 1944)
In 1934, Clyde Jacobs4 and Annie Dierdorf open Jake and Annie’s Cafe. In 1937, Schimmer builds a $950 20-ft x 36-ft addition at the rear. Jacobs dies in 1942. Annie moves to Victorville in 1944.
Don’s Joint (1946 - 1960)
In 1946, Don W. Blackburn5 opens a cocktail bar on the property. The bar, in various iterations as Don’s Joint, remains in business through 1960.
Unknown (1960 - 1968)
Between 1960 and 1976, there are no records / no building permits for the property.
Pier XII North (1969 - 1976)
Pier XII North6 is a ‘drag’ bar where performers mostly lip-synced to recorded songs. There is a stage and round tables with chairs for the ‘audience’.
Maypole (1977 - 1978)
In 1977, Maypole7 opens a gay discotheque that operates Wednesday to Saturday from 8pm to 2am.
Café Pelican (1979 - 1991)
Café Pelican, part of the Southern California Pelican Seafood Restaurants8 chain, occupies the property from 1979 to 1991.
Lula (1991 - )
In 1991, Geraldine Gilliland opens her second restaurant on Main St, Lula Cocina Mexicana, named for her Mexican food mentor, Mexico City chef Lula Bertrán.
The 2720 Main St property is Lot 8 & 9, Block D, of the Santa Monica Tract.
Annie Ferrero Dierdorf (1889 – 1972). Anna Cecilia Ferrero is born in Italy, and comes to Santa Monica with her family at a young age. In 1912, she marries Frank Joseph Dierdorf (1890 – 1952), and they have a daughter, Emily Frances Dierdorf (1913 – 1993). From 1920 to 1923, Frank J. Dierdorf has a grocery store in the original 2720 Main St building. The Dierdorf’s live at 2708 2nd St. From 1947 to 1957, the Dierdorf’s are running a cafe in Victorville. When Annie Dierdorf dies in 1972, her daughter Emily Dierdorf and husband Nick Donatoni, inherit the 2720 Main St property.
Most of the stores on Main St are architecturally basic, and many are constructed with just a design/build contractor.
Clyde William Jacobs (1897 – 1942). Born in PA, Jacobs comes to Santa Monica in 1920. In 1934, he opens Jake & Annie’s Cafe with Annie Dierdorf. He dies unexpectedly of heart attack (age 45).
Donald William Blackburn (1908 – 1984). Born in MN. In 1932, Blackburn marries Leatha Orlena "Diane" Goodson (1909 – 1966). He owns several bars in the Los Angeles area. In 1955, Blackburn’s liquor license at 2720 Main St is temporarily suspended for the sale of adulterated, mislabeled, and misbranded beverages. In 1968, Blackburn’s Culver City liquor license is suspended following the shooting and killing of a minor in a bar fight.
Pier XII is a bar at 12 Washington in Marina Del Rey.
Uncle John’s Pancake House of Long Beach dba Maypole. The Maypole is a gay disco.
The Pelican Seafood Restaurants: PELICAN'S RETREAT at 24454 Calabasas Rd., Calabasas; CAFE PELICAN at 2720 Main St., Santa Monica; PELICAN'S NEST at 1717 Ocean Ave., Santa Monica; PELICAN'S ROOST at 8232 Sepulveda Blvd., Van Nuys; PELICAN'S CATCH at 1715 Pacific Ave., Venice; and THE PELICAN at 3801 Highland Ave., Manhattan Beach.