2009 - 07 Farmers Market 75 - Larchmont Chronicle by Larchmont Chronicle

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SPECIAL LARCHMONT CHRONICLE EDITION INSIDE

INSIDE

Original Farmers Market Original Farmers landmark celebrates Market Celebrates its 75th anniversary Week-long commemorative events Landmark 75th include music, food and more Anniversary

75TH ANNIVERSARY BIRTHDAY BASH aut auditas quaes igni iderae 19-30 MARKET early MARKET'S HISTORY aut days started as auditas quaes Village Square.ign i iderae 19-30

‘THE FARMS’ HER FAMILY was CERTIFIED one of the 18 FARMERS original vendors. 4 MARKET aut auditas quaes igni iderae 19-30

SUMMER MUSIC SERIES aut auditas quaes igni iderae 19-30

ICE CREAM made 75TH the oldfashioned way. 10

ANNIVERSARY ACTIVITIES MEMORIES of working, shopping at the market. 16

75TH ANNIVERSARY ACTIVITIES

FOR MORE INFORMATION and a calendar of events, visit us at www.farmersmarketla.com

FOR MORE INFORMATION and a calendar of events, visit us at farmersmarketla.com

The Original Farmers Mon., July 13 when Once Celebration Market at Third St. features and More performs vintage rock commemorative Fairfax Ave. will commem- events, & roll from music, 7 to 9 p.m. on orate its 75th anniversary food and more. the West Patio. with a week-long celebraThe following evening at tion commencing on July aSanistrum "Taste of Farmers Market," Sanistrum lit quam lit quam 13. visitors can taste samples aut auditas quaes aut auditas quaes The beloved venue was from market restaurants inctae commolut inctae commolut created on July 14, 1934 while being entertained by when consedisqui 18 vendors, includquia dit musicians, quia consedisqui a magician dit and ing a dozen local farmers, caricature artist. ature, solest perature, solest perparked their trucks on a Dean Mora and His chil landam quatia chil landam quatia large vacant lot that had Orchestra brings its big dolor re nulparum dolorsound re nulparum been a dairy farm and an oil band to the Marfield. The Farmers Market Plaza fromexplandi 6:30 to 9 dolo occae explandi ket dolo occae has been at the center of p.m. on Wed., July aborerr ovitior eraborerr ovitior 15. er-The Los Angeles commerce and evening’s highlight comes rorestem rorestem quostrum culture ever quostrum since. when the best performers imiligni iderae dolor from imiligni iderae karaoke dolor “We are going to celebrate the Market’s our birthday autat and thank evenings compete foretthe acescidere, et acescidere, autat Los Angeles for the won- title of "Farmers Market praepre prate alique praepre prate alique derful support and affec- Karaoke Idol” on the West velibus re said Patio velibus re tion it hasratiant given us,” fromratiant 8 to 11 p.m. Hank Hilty, president of the The market’s big birthA.F. Gilmore Company and day bash begins early on direct descendent of A.F. Thurs., July 16 and lasts all Gilmore and his son, E. B., day long. who created the Market in A morning birthday party, 1934. “We’ve created a par- starting at 8 a.m. and hostty which will last for a week ed by comedian Jeff Garlin, and Market provide something for will feature the USC Marcheveryone.” ing Band, an intricate card merchants The celebration begins on stunt with volunteers flipprepare for

The historic clock tower ticks off 75 years aut auditas quaes inctae commolut quia consedisqui dit ature, solest perchil landam quatia dolor re nulparum dolo occae exp-

venimaxima voloreiusam accuptur sae vel idis del ma quame ne aute vide-

CLOCK TOWER has been landmark, attracting visitors from nearby as well as from all over the world.

“Taste Of The Market” Event ping huge, stadium-sized Slated For July 14, 5-10pm cars and a giant birthday cake in the shape of the market’s famous clock tower. Visitors will be served cupcakes.

‘full’ evening of dining and shopping

'Taste Of The Market' event is slated for July 14, 5-9 p.m.

Sanistrum lit quam Market merchants aut auditas quaes prepare for 'full' inctae commolut evening of dining quiaand consedisqui shopping dit ature, solest perchil landam quatia Sample the best the mar-

ket has to offer at “The Taste of Farmers Market” on July 14, the exact date of its 75th anniversary, from 5 to 9 p.m. The celebration is part of a weeklong party that includes music and entertainment for the entire family. In addition, retail and grocery merchants will See TASTE, p. 2

moleste ea aspit, ut iderund ionsequae plant ilicaeriae quos iundit aut dolup-

Open wide and say “aaah!” aut auditas quaes inctae commolut quia consedisqui dit ature, solest perchil landam quatia dolor re nulparum dolo occae explandi

VISITORS CAN SAMPLE the best the market has to offer at "The Taste of Farmers Market." The event will also feature music and entertainment for the entire family.

Los Angeles Officials Hail Presentations will be made by dignitaries and elected Anniversary

officials, including County Sanistrum quam Supervisor Zev lit Yarolslavsky, City councilmember aut auditas quaesTom

See CELEBRATION, p. 2 inctae commolut quia consedisqui dit ature, solest perMayor applauds chil landam quatia historic landmark As Mayor the city of Los dolor re ofnulparum Angeles, it is my pleasure to dolo occae explandi congratulate the Farmers aborerr ovitior er-anniMarket during its 75th versary. rorestem quostrum This celebration marks a imiligni iderae dolor truly significant milestone for acescidere, autatand et I the Farmers Market, am pleased to join with other praepre prate alique members of our community in recognizing its commitment to serving the people of Los Angeles. Created in 1934, the Farmers Market remains one of the oldest institutions in the City. It has since become a historic landmark, popular to residents and tourists alike. For 75 years, the Farmers Market has provided the city with produce and cuisines that have See MAYOR, p. 8

JULY 2009

FARMERS MARKET 75TH ANNIVERSARY

Week-long party marks 75th anniversary noon to 3 p.m. Kids p.m. (Continued from page 1) Janet Klein & Her Parlour can get their faces LaBonge and A.F. Gilmore Company president Hank Boys play 30’s and 40’s gypsy painted while listenjazz from 7 to 9 p.m., while ing to Jazz ‘n Banjos Hilty. In addition, special gifts and the Lucky Stars take the stage from noon to 3 p.m. The Scott Land Marprizes will be given to visitors from 7 to 10 p.m. ionettes perto the Farmers Marform at 1 and ket tent who show 2:30 p.m. on the proof that they are Market Plaza. 75 years old. E v e n i n g Following will be a entertainment day of music and celincludes Wayne ebration. The NickPergeron Big elodeon Barbershop Band from 6 to TAKING THE West Patio stage will be Quartet will stroll Eddie Baytos & The Nervis Brothers. 9 p.m. and Susie the market from Hansen Latin noon to 3 p.m.; the Band from 8 to 10 p.m. 2nd Line Saviour’s Family fun and music Parade Band winds high-light the activities its way through from on Sun., July 19. 4 to 6 p.m. A rainstick-making Get your commemworkshop and face orative copy of “L.A.’s painting are available Original Farmers Market Cookbook” or THE USC Marching Band will perform at the from noon to 3 p.m., while the San Fernando “Los Angeles’ Origi- Birthday Bash July 16 beginning at 8 a.m. Valley Banjo Band pernal Farmers Market” forms. signed from 2 to 4 Gerry Katzman Magic Show Meet the authors of "L.A.'S p.m. Eddie Baytos & The Nervis Original Farmers Market entertains at 12:30 and 2 p.m. Masanga Marimba EnsemBrothers will take the West Cookbok" and "Los Angeles' Patio Stage, while Crazy Original Farmers Market" at a ble plays from 3:30 to 5:30 p.m., and the CJS Quintet YOUNG AND OLD alike enjoy Rhythm brings big band to booksigning from 4 to 6 p.m. Saturday events include the brings cool jazz to the West the Scott Land Marionettes. the Market Plaza from 7 to 10 best of Summer Family Fun Patio from 5:30 to 7:30 p.m. p.m. The entire celebration, ebration information, as well The fun continues on Friday. beginning with a visit by Radio The Melody Masters entertain Disney from 11 a.m. to 1 p.m. except for Taste of Farmers as a section devoted to Market history, is available at www. Gayle Gale Kids for Peace Market, is free to the public. from noon to 2 p.m.; the DooComplete anniversary cel- farmersmarketla.com Wop All-Stars from 5 to 7 features arts & crafts from

Larchmont Chronicle

'TASTE' OF THE MARKET (Continued from page 1) offer special sales on select merchandise. Others in the market will offer prices which either mirror 1934 prices or celebrates 75 years. The event will also feature music and entertainment for the entire family. “L.A.’s Original Farmers Market Cookbook” and “Los Angeles’ Original Farmers Market” authors will sign copies of their commemorative books in the Market Plaza from 6 to 8 p.m. Magician John Armstrong will stroll the market from 6 to 9 p.m. Hot Club Quartet with Janet Klein will bring Gypsy Swing and early jazz to the Plaza from 7 to 9 p.m. The Doo-Wop All Stars and a caricature artist can also be found between 7 and 9 p.m. Proceeds from “Taste” will be donated to the West Hollywood Food Bank. Food tickets are $20; a $25 ticket adds drink tickets that can be re-deemed at the market’s two beer and wine bars. Reserve before July 6 at 323933-9211 or www.farmersmarketla.com.and be automatically entered in a raffle drawing for a $100 Farmers Market gift certificate.

Sends Our Congratulations to Our Much Appreciated Neighbor

The Original

FARMERS MARKET

Celebrating 75 Years at Third & Fairfax

Larchmont Chronicle

FARMERS MARKET 75TH ANNIVERSARY

JULY 2009

Parades to music at market's year-round events Special events are held year-round at the market. They’re free and open to the public, and include a summer music series, auto show, family events, Fall Festival, holiday festivities and Mardi Gras celebration. Additionally, the market celebrates St. Patrick’s Day, COUNTRY TO JAZZ can be heard at the Cinco de Mayo and music series. July 4th with enterconcept of free, open-air tainment, special menus and music proved to be extremelive music. ly popular,” said Ilysha Buss, marketing manger at Farmers Summer music Market. “The initial response was so strong and enthusiastic From Memorial Day to Labor that we quickly expanded, addDay and beyond, Farmers Maring more bands and eventually ket offers the largest free suma second night of music. mer music program in Los The concerts take place on Angeles—Thursday Night Jazz the West Patio from 7 to 9 and Friday Night Music. p.m. The complete schedule is The program began more posted around the Market and than a decade ago as an abbreonline. viated mid-summer Friday night salute to the cultural Gilmore Heritage and musical diversity of Los Auto Show Angeles. From that modest inaugural effort, the series has The Gilmore Heritage Auto grown from one night to two Show began as part of the and from a few concerts to an 60th Anniversary celebration entire summer-long musical of Farmers Market. It was crefestival. ated to salute the contribu“From the beginning, the

tions which Gilmore Oil, owned and operated by the family which also opened Farmers Market, made to the explosive growth of the West. One of the most anticipated moments of the show comes as it closes, when all of the cars on display fire up and motor along the Plaza and streets, creating a free parade of hot rods, modified cruisers, convertibles and exquisite sedans and limos spanning the years from 1902 to 1979. The Gilmore Heritage Auto Show celebrated the Farmers Market’s 75th anniversary with a tribute to the vehicles

CRAFTS are part of the oldfashioned fun found at the summer family fun series.

A FAMILY-FRIENDLY festival celebrates Fall.

that launched the market in 1934, trucks.

Family Fun Summer Family Fun at Farmers Market is a special series of events designed just for kids and their families, filled with summer afternoon adventures. It’s a family festival filled with music, arts & crafts, and activities that are thoroughly entertaining and even a little educational. Creating holiday cards and crazy hats, decorating wooden trains or sitting for caricatures to enjoying comedy and puppet shows, face-painting and musical performances are

some of the highlights.

Fall Festival Each Fall (usually in late October), Farmers Market celebrates the harvest with a family-friendly festival. The first Fall Festival took place mere months after the market opened in the Summer of 1934. While it was suspended for a few years during World War II, the festival has otherwise been a part of the market’s annual calendar every year. For many years, the celebration featured a parade of costumed market merchants (Please turn to page 20)

JULY 2009

FARMERS MARKET 75TH ANNIVERSARY

Phyllis Magee continues founding family tradition By Melanie Mulligan Guest Columnist For pizza, pastrami, pot stickers or people-watching on a temperate L.A. day, there’s nothing like the Farmers Market at Third and Fairfax. But next time you’re perched at a table enjoying the food, electricity and running water, take a moment to give thanks to one of the people who made it all possible, three-quarters of a century ago: Blanche Magee, founder of Magee’s Kitchen and Magee’s House of Nuts. As the story is told by Phyllis, her daughter-in-law, Blanche was the very first vendor to sell prepared food at the Farmers Market, in the summer of 1934. Originally from the Midwest, Blanche and Raymond Magee migrated to Oakland in the late 1800s and then to Los Angeles, where they set up shop in 1917 at the Central Market in downtown L.A., selling fresh-ground horseradish, ham, olives and nuts. Blanche would drive past the corner of Third and Fairfax on her way home from downtown and notice more and more farmers gathered to sell their produce. She took to bringing the farmers, many of whom she knew from the Central

IN THE SUMMER OF 1934, Phyllis Magee’s mother-in-law was the first vendor to sell prepared food, says Phyllis.

Market, a picnic hamper filled with ham, salads, and sandwiches. Soon, customers shopping for fresh fruits and veggies were asking where they might purchase the mouthwatering goodies—and that’s how Magee’s became the first restaurant amidst the produce and flower stalls at the Farmers Market. Blanche is credited with laying the Market’s original water and electrical lines, making possible refrigeration and restrooms, as well as installing

New book captures early history of Gilmores, market The new book, “Los Angeles’s Original Farmers Market,” traces the 75-year-old landmark to its origins as a dairy field, and chronicles its rich history. Seen as the city’s beloved grocery store, town square, favorite dining room and peoplewatching p e r c h , Farmers Market’s origins are described by author David Hamlin in the 127-page book. Hamlin, a partner in the WHPR public relations agency, has represented Farmers Market for two decades. The editor of the Farmers Market Bugle, he partnered with Brett Arena, archivist for the A. F. Gilmore Co., owner of the market. While the southern part of the property owned by the Gilmore family became a farmers’ market, the rest of the property (where CBS Studios are now) featured a stadium,

midget car racetrack, a baseball field, and to the east was a drive-in theater. Photographs of the auto races, boxing matches and water shows that took place in Gilmore Field are among the 184 vintage pictures throughout the book. The book c o v e r s promotional ideas that made Gilmore Oil a household word. This includes the antics of famed stunt pilot Roscoe Turner who persuaded Earl Gilmore to buy him a Lockheed Vega plane. In return Turner advertised the Gilmore Oil Co. and Gilmore’s Red Lion Petroleum Products on the side of his plane. Turner took his lion cub, named Gilmore, on promotional flights across the country. Hamlin said one of the book’s anecdotes tells of Shirley Temple’s near-death experience in 1940. The child actress, 10 at the time, was one of a dozen celeb-

tables and chairs so customers would no longer have to sit on orange crates. The Market soon evolved into a place to eat and gather as well as to shop for produce. By the end of the 1930s, gossip columnists like Hedda Hopper would be patrolling the aisles on the prowl for celebrities. Seventy-five years later, the undisputed matriarch of Farmers Market is Phyllis Magee, who is proud of carrying on her mother-in-law’s legacy. Trim and stylish, with clear blue eyes and an easy

laugh, the “70-something” Phyllis joined the Magee family enterprises as bookkeeper in the 1960s, eventually marrying their son, Paul. Phyllis and Paul, along with some cousins, took over the family business and by the 70s Phyllis was running things full time. It remains family-owned to this day, and the Magees intend to keep it that way. When asked what Blanche would think of today’s Farmers Market and all the changes that The Grove has brought, Phyllis says that her motherin-law would be “pleased as punch,” offering as evidence the time Blanche—at age 90—wrote and read a letter at the development hearings firmly in favor of growth. “Blanche was all for change, growth and development,” Phyllis adds. Towards the end of Blanche’s life (she died in 2000 at the age of 102) she loved to be taken to her beloved Farmers Market as often as possible. Phyllis herself can be found there seven days a week. And whenever she happens to be away from the “family store,” she’s on the phone overseeing day-to-day business with Magee employees. She is proud of her long-time workers: Many of them have

Larchmont Chronicle been with her for 20 years and several have been on board for 40. She can name each one and how long they’ve worked for her. She calls them her “gems.” They dispense roast beef, enchiladas and Magee’s famous corned beef and cabbage. And for Phyllis herself, there’s no talk of retirement. “As long as it’s fun, I’ll do it!” Not that there haven’t been challenges along the way. There used to be more room for the big buses. And crowds have dwindled a bit with the economy, but Phyllis remains confident that will change. “We’ve been through ups and downs before,” she smiles. “We’re here to stay and loving every minute of it.” Another enterprise is Magee's House of Nuts. The shop churned its own fresh nut butters every day using a grinder built in the early 1900s. It is made of heavyduty parts from old farm machinery. Phyllis Magee not only carries on the family legacy, but exemplifies the happy spirit and positive “can-do” attitude that her beloved mother-inlaw pioneered in the midst of the Great Depression. Through the years this attitude—Blanche’s legacy—has paid off in the form of loyal, regular customers: “I’m seeing their grandchildren now!”

Acosta went from war to French Crepe Co. Years before buying The French Crepe Company, Edgar Acosta traveled from his native Philippines to Saudi Arabia, where he eventually would cook for U.S. Gen. Schwarzkopf during Operation Desert Storm. His story is among 54 biographies featured in a new photo book, “Dreamers in Dream City” by Harry Brant Chandler. “My dream was to come to the U.S. and get a piece of the pie, the American pie—to own my own house and land, then to have my own business,” rities volunteering their time to raise money for the British Red Cross. Each celebrity was manning a stall at the market, and Shirley was at Brach’s Candy. Mobs of people were crowding in, wanting to get closer to the curly-headed super star. The frenzied crowd was pushing against a glass counter that could have shattered and Shirley would have been crushed. The fire department was called, a hole was made in the roof, and Miss Temple was hoisted to safety. The book is filled with anecdotes tracing the market’s history. Publisher is Arcadia; cost is $21.99.

HIS STORY is among 54 biographies featured in a new photo book, “Dreamers in Dream City.” Photo by Harry Brant Chandler

Acosta says in the book. Accomplishing his goal took years of toil, starting in a Manila hotel, where a Saudi Arabian sheik offered him a job at a luxury hotel in Dhahran for five times the pay. But he would have to leave his wife and children behind. The sheik agreed to fly him home yearly to see his family, so he agreed, and for nine years Acosta supervised three meals a day. In 1990, when Iraqi president Saddam Hussein invaded Kuwait, the hotel filled with exiled royals. Gen. Norman Schwarzkopf turned the hotel into a command center, and Acosta was assigned to serve him personally as the general pushed U.S. troops toward Baghdad. After the war, Acosta was

offered a seat aboard a troop plane headed to the states, with a note of personal recommendation from the general. Once again he started from scratch, this time at The French Crepe in the Farmers Market. He was promoted to manager and soon he was able to send for his family. In 2002 when his boss told him he was selling the restaurant, Acosta worked even harder and borrowed money to buy it. He opened another creperie two years later in Hollywood, bringing his life full circle. “When I was a young boy in the Philippines, I remember hearing about Universal Studios and seeing all the images of Los Angeles in the movies and thinking that I want to get there.”

FARMERS MARKET 75TH ANNIVERSARY

Larchmont Chronicle

JULY 2009

Market grew from 18 food stands to world-famous landmark By Jane Gilman In 1934, thousands of Southern Californians were out of jobs. Farmers couldn’t even sell their crops, and the Red Cross was setting up bread lines to feed men and women hit by the Depression. Roger Dahlhjelm, who had dabbled in land promotion and automobile sales, was employed as a bookkeeper in a bakery for $4 a week, but he had grander ideas. When Dahlhjelm spotted the

Farmers Market 75th Edition is published by the

Larchmont Chronicle Founded in 1963

More than 100,000 copies have been distrubuted areawide. Publishers Jane and Irwin Gilman 542 1/2 N. Larchmont Blvd.

Los Angeles, CA 90004 323-462-2241 larchmontchronicle.com

empty lot at Third and Fairfax, he approached the lot’s owner, oilman Earl Gilmore, with his idea. Dahlhjelm and his partner Fred Beck envisioned a “Village Square” where artisans would sell handmade goods from stalls surrounding a central market and farmers would peddle their produce to housewives. He recruited farmers to pull their trucks onto Gilmore’s dirt lot, and display their produce on the tailgates of their vehicles. On July 14, 1934, the market opened with 18 stalls for which each tenant paid a flat rental rate of 50 cents a day. One farmer didn’t have the 50 cents so Dahlhjelm accepted a lug of grapes for payment instead. Among the operators of the first stalls was Stuart Crowley who sold sherry from the cask: five cents off if you brought your own jug. Some of the first shoppers were Lou Costello, Louella Parsons and Greta Garbo. Along with the celebrities were the local residents, attracted by the fresh produce and friendly atmosphere. Dahlhjelm ran things with general disregard for such matters as health ordinances.

Congratulations to the

Farmers Market for 75 years of sharing great times with family and friends.

www.olympiamc.com

When a county ruling required the market to provide restrooms, he employed a youth with a Model-T touring car. Then he painted “Rest Rooms” on the car’s sides and operated a shuttle from the field to Gilmore Stadium, which did have facilities. As the produce stalls gained customers, a new trend began at the market. In 1936 a woman named Birdie Groaner picked up some slices of cooked ham at Magee’s Deli (still operating today), combined it with a bun she bought at a bake A “VILLAGE SQUARE” was envisioned in the Market’s early days. shop and began to eat her impromptu sandwich while for the “Little Boys Band” to Brazilian, Italian and French give free concerts and inaugu- foods as well as American barsitting on a celery crate. Soon others were doing rated an annual Fall Festival. becue, deli, hamburgers and the same thing and dining at The last week in October the hot dogs. Farmers Market was under way. market was decorated with They can shop for jewelry, Some of the early stands where autumn leaves and pumpkins, hats, T-shirts, dresses, bags, customers bought food to take people dressed in old-fash- candles, magazines, collecthome or eat there included a ioned farmer’s clothing, milk- ibles and, of course, souvespaghetti counter run by Alex ing contests were held and Old nirs. Perino, a chicken rotisserie MacDonald’s Farm was set up The market is a favorite place for people watching and operated by Dahlhjelm’s sis- for the children. ter Grace Dana, and Burbank Farmers Market grew bigger celebrity spotting. It’s an oasis in a huge city, and its simStall, which offered produced and better. Today, Angelinos rub plicity harkens back to an era sold by the Meshulam family. shoulders with tourists from when life was less complicatNot content with offering fresh around the globe. They can ed. From a dirt lot to a world fruit and vegetables and handmade crafts, Dahlhjelm savor the international menu famous landmark, Farmers worked on promoting the choices of Mexican, Chinese, Market’s appeal is even greater market. He built a bandstand Japanese, Korean, Indonesian, today, 75 years later.

FARMERS MARKET 75TH ANNIVERSARY

JULY 2009

Pet food’s popularity led to many family-owned stores By Sondi Toll Sepenuk Contributing Writer If you’re someone who has frequented the Farmers Market for decades, you’ll probably remember the China Trader Shop, the Western Shop, the Swedish Store, the antique shops— and you may even remember the Feed Rite Pet Shop. Those stores are all gone now, but some of the families who started them remain. Virginia Jadidy is one of those people. Way back in 1934, Virginia’s grandfather had a special recipe for dog food, and began selling it out of the back of his truck. The dog food was a hit, and soon her grandfather opened the Feed Rite Pet Shop in the brand new Farmers Market. After World War II, Virginia’s father, Jack Weis, went to work in the Market, first at a bakery and then at the pet store to help his father. While he was working at the bakery, he spotted Carol, his future wife, a pretty Hollywood High School student who was waiting tables. “It was the place to work,” laughs Virginia. “You would see celebrities every day.” Carol spotted Jack as well, and the two were soon married. Virginia’s father went on

around, play in the aisles, but it was really just the place where he worked.” Eventually, the market got into her blood, and it's where she met her husband, Mike. He began working for her dad. “Mike had a master’s degree in business, so he helped my dad with the stores’ accounting.” While they were helping him, they decided to open the candle store, called By Candlelight, which is still thriving today. Later, when her dad was ready to retire, they bought his Taxco Gift Shop, Feed Rite Pet FAMILY PORTRAIT. Taking time for a Shop, Farmers Market photo in the late 1970s are, from left, Virginia Weis Jadidy, Mike Jadidy, Variety Store and then, in Carol and Jack Weis; kneeling is 2004, opened the Farmers Market Postal Center. Mike’s son Todd Disraeli. There have been changes over the years, to open two more stores, the Taxco Gift Shop and Farmers and Virginia has been an eyewitness to much of them. Market Variety Store. As a child, Virginia remem- “The Farmers Market has bers the Market well, but ad- been through a lot—the mits that she probably didn’t Depression, the Watts Riots, appreciate it as much as she 9/11, earthquakes, but the market is steady, untarnished, should have. “This is where my dad and always stays good.” worked. We’d help him on One of Virginia’s clearest Sunday because the Market memories is the time surwas closed, and we could run rounding 9/11. “I remember it well—the foreign tourists

Magee’s since 1917

“THE ORIGINAL”

Has enjoyed our 75 year partnership with “THE ORIGINAL” Farmers Market 

Congratulations and may the next 75 be as successful! –Phyllis Magee



323.938.4127 ©LC0709

were so kind. They came into the shop and told me how bad they felt for our country.” The market underwent a drastic change when The Grove moved in next door. “The addition of the Grove has brought livelier, more affluent people, lots of babies in strollers and younger people coming to hang out, which has been a great asset.” More than anything, Virginia is appreciative of the Farmers Market management. “They are really nice people, and they’ve been good to us for a long, long time.” If Virginia could change anything about the market, what would it be? “I think I’d like to see more gift shops, more unusual shopping—a Mexican shop, Western shop, sporting goods store—I’d like to see more variety of merchandise.” But for now, Mike and Virginia are just happy to be sharing the market with the next generation of her family—her 13-year-old granddaughter will be arriving from Georgia soon to spend the summer in Los Angeles and to hang out in her grandparent’s stores. “She likes to help for about an hour,” laughs Virginia, “and then she goes shopping.”

Larchmont Chronicle

What goes on any given day at Farmers Market On an average day:

Bob’s Doughnuts will sell thousands of doughnuts (the most popular are raised glazed and cinnamon rolls). Kids like the PlayMobil line best at Kip’s Toyland. Magee’s Kitchen will make sandwiches with more than 142 pounds of corned beef (1,000 pounds a week). Charlie Sue’s Coffee Shop will turn about six loaves of egg bread into French toast. More than 370 plates of food will cross the counter at Singapore’s Banana Leaf. Magee’s House of Nuts will sell more than 142 jars of fresh almond or peanut butter. Huntington’s Meats & Sausage will ring up more than 70 pounds of sausage.

Great things to know:

The first pizzeria in Los Angeles: Patsy’s Pizza at Farmers Market. The recipe for Du-par’s pancakes is stored in a safe in the restaurant. A man from Germany travels to L.A. every year to dine at China Depot. Grandparents bring their grandchildren to Bryan’s Pit Barbecue because they’ve eaten there since they “were kids.”

FARMERS MARKET 75TH ANNIVERSARY

Larchmont Chronicle

JULY 2009

2009 SUMMER EVENTS PROGRAM

at Farmers Market Sound s

amily Fun f

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Gala!

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s, Bunche s of fu game g n i l n th e to do A-pe c & crafts! and se ings i s e! Orange you mu

going to join us?

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he whole b t u g 12 Sunday, July n i • Comedy Improv for Kids with

LA Connection Comedy Theatre ......... 12 & 1:45PM • Caricature Artist ................................................12-3PM • Crazy Hat Decorating Workshop................12-3PM FARMERS MARKET 75TH ANNIVERSARY WEEK – BEST OF SUMMER FAMILY FUN –

Saturday, July 18

• Radio Disney Street Team.................11AM-1PM

Music, games & prizes • Face Painting .........................................................12-3PM • Kids for Peace .......................................................12-3PM Make a flower, fruit or vegetable for your garden • Scott Land Marionettes............................1 & 2:30PM

c musi & g n i paint y fun! Totally sweet! Face rr e are b

Sunday, July 26 • Face Painting ........................................................12-3PM • Jumbo Shrimp Circus ............................12:30 & 2PM Juggling, unicycling and stilt walking acts

Sunday, August 9 • Moodoo Puppets ................................ 12, 1 & 2PM • Art 2 Go ..................................................... 12-3PM Make a reptile puppet with recycled materials

Sunday, August 23 • Craft and Folk Art Museum........ .......... ...12-3PM Make a collage Sunflower • The Sunflowers Family Show..... ......12:30 & 2PM

Sunday, July 19

he whole b t u g in

h! nc

• Face Painting .........................................................12-3PM • Gerry Katzman Family Friendly Magic Show ..............................12:30 & 2PM • Rain Stick Making Workshop............................ 1-4PM • Masanga Marimba Ensemble .......... 3:30-5:30PM

6333 W. Third St., Los Angeles, CA 90036•(323) 933-9211 • farmersmarketla.com ALL ACTIVITIES ARE FREE AND TAKE PLACE ON THE FARMERS MARKET PLAZA

FARMERS MARKET 75TH ANNIVERSARY

JULY 2009

Mayor Villaraigosa

Mayor applauds

(continued from page 1) enriched generations of families. It is always an honor to partner with organizations dedicated to improving our health and well-being. I commend the many contributions of the Farmers Market toward the cultural growth of Los Angeles over the past 75 years. I extend my best wishes for a memorable celebration and future success.

Larchmont Chronicle

Market is ‘cherished part of my neighborhood life’

It’s a unique place that’s an important tourist destination

By Zev Yaroslavsky L. A. County Supervisor For as long as I can remember, Farmers Market at Third and Fairfax was an integral part of my neighborhood life. My parents always shopped for fruits and vegetables there. I would regularly go there for lunch (fish and chips were among my favorites) on weekends after catching a movie at the nearby Fairfax or Pan Pacific Theater. I loved going to the magic shop. It had all kinds of practical-joke items like black soap, pucker gum, the ice cube with a fly in it, a fake melted ice cream bar you could put on your mother’s best rug—as well as real magic paraphernalia. To this day, DuPar’s is a place we still like to frequent—especially for a good breakfast. Farmers Market is a historic institution, not just in our

By Tom LaBonge, Councilman, Fourth District When I was a boy growing up in Silverlake, going to the Farmers Market was like going to the end of the world. It seemed so far away and was such a unique place that my memories of it really stuck with me. I always loved going to the market with my family, and when I became a Council Deputy for John Ferraro, I went there for lunch every week. I always saw constituents from the district and met travelers from around the world. I remember the celebration when the Market turned 50, and I am very happy to be here to celebrate the 75th anniversary. My favorite place to eat there has always been China Depot, which is owned by

Supervisor Yaroslavsky

county, but nationally and internationally, judging by the throngs of tourists. It is also a huge neighborhood amenity, offering virtually any food stuff that a household needs, at very high quality. I’ve lived near the Farmers Market since I was eight years old, and it has been and remains a cherished part of my neighborhood life.

Senate bill defeats costly regulation In 1978, Farmers Market was threatened by a L.A. County measure to add glass enclosures to each food stall. Fortunately, the market was “saved by the bill.” Senate Bill 1902 which was signed into law by

Gov. Jerry Brown, prevented Farmers Market from having to comply with costly County Health Department regulations. The bill, introduced by Sen. David A. Roberti, ruled Farmers Market was exempt

from health department rules requiring glass-enclosed stalls for all tenants dispensing food. John Gustovich, who was president of A.F. Gilmore Co. at the time, thanked the action of Sen. Roberti in preventing the market from having to comply.

Councilman LaBonge

Manny and Angie Chang. People like Manny and Angie make the Farmers Market an important tourist destination because they’re real people in a unique place that is truly of Los Angeles. You see every face of our great city at the Farmers Market: People of all ages, from every neighborhood in Los Angeles and from all walks of life. Celebrities and locals, regulars and contestants from the television show at CBS,” "The Price is Right,” all go to the Farmers Market to eat good food and have fun. You never know who you’ll see when you meet someone at Third and Fairfax. Happy 75th and long live the Farmers Market!

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Who makes best ice cream? Writer decides it’s a stalemate By Sondi Toll Sepenuk Contributing Writer When I was asked to write an article on the two ice cream shops at the Farmers Market, my first thought was, “woohoo! Free ice cream! I love my job!!!” Ice Cream Wars, I’d call it. And I was ready to go to war. Chocolate, strawberry, coffee toffee, mint chocolate chip— bring it on! That is, until I actually did the interviews. That’s when I realized that, no, this isn’t a story about who sells the better ice cream—it’s about people, family, loyalty, quality and tradition. 72-year history Gill’s Old-Fashioned Ice Cream has been in the market since 1937. It’s one of the oldest family-run businesses still in existence there, and current owner Bob Gill takes great pride in its history. “Back in the 1930s,” says Bob, his father, Joe Gill, “made ice cream in North Dakota on his farm, and brought the recipe out here. He had a dream of reviving the old ‘salt–and–ice’ style ice cream that you would make with a hand crank back then. That’s how he started out making it.” Bob was 14 when he first worked in his father’s shop

BOB GILL has sent his fruit basket design across country.

scooping ice cream on weekends. When his dad passed away in 1948, Bob was at UCLA on the GI Bill and realized that there was no one to run his dad’s business, so he decided to take it over himself. Today, Bob still makes great use of the store’s original 1920’s pewter molds to design ice cream fruit baskets filled with ice cream shaped like bananas, apples, strawberries, and oranges, to name a few. Around the holidays, he breaks out the turkey and Santa molds. Not many people realize that Bob still makes these hard-tofind ice cream creations. “I’ve outlived three or four genera-

FANCY NANCY, a flavor with coffee ice cream and caramel, was created by Scott Bennett for his wife.

tions of customers!” laughs the 86-year-old. “The new generations doesn’t know that I do these things!” One client was so enamored of the ice-cream fruit basket that he just had to buy one for his mother in New York. “So, I made it, dry-iced it and packed it in a box for him to hand-carry onto the airplane. When he was going through security, it was smoking from all the dry ice. Security thought it was a bomb and stopped him, but eventually realized it was just ice cream. “ The client made it through and his mother got her fruit basket.

The Bennett’s story On the other end of the market is Bennett’s Ice Cream. The bright red–and–white stripes are reminiscent of the Coca-Cola colors and draw your eye straight to the ice cream shop. Scott Bennett, who took over the store when his Uncle Chuck passed away in 1992, started working at the shop when he was seven-years-old. “I used to climb around in the freezer like a monkey, rotating the stock, lifting the ice cream from level to level. At the end of the day, my uncle would peel out a dollar and say, ‘don’t tell your grandmother I paid you so much!’”

Chuck’s father, Murray Bennett, was a Farmers Market manager who took out a second loan on his house to help Chuck buy the shop in 1963. Within three years, Chuck was able to pay back the loan and pay off his own mortgage! In fact, his ice cream was so popular that Chuck would drive containers of it over to Palm Springs for President Dwight Eisenhower! When Scott started out, he would run across the street to where Bennett’s manufactured and stored their ice cream and push it all back to the market in a big, heavy cart. Luckily for Scott, Bennett’s now manufactures the ice cream right on the premises. “I came here after hours one time with my family and said, “I’ll make you anything you want,” says Scott. “My son, Charlie, said, ‘Make me mommy’s flavor,’ a little something I had whipped up years ago while my wife Nancy and I were dating. My daughter, Evan, said, ‘You should make a flavor for mommy,’ so I threw together some coffee ice cream, caramel swirl and banana bits, and Charlie said, ‘you could call it Fancy Nancy,’ so that’s what I did!” Today, it’s one of the store’s most popular flavors.

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FARMERS MARKET 75TH ANNIVERSARY

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JULY 2009

Express-style Brazilian barbecue on menu at Pampas By Suzan Filipek Grilling meat is a way of life in Brazil, where formal restaurants—called churrascaria —are filled with patrons who linger for hours feasting on top sirloin cap picanha and spicy chicken with a glass of wine. “This would be an express version,” said Francisco Carvalho of Pampas Grill, which he opened in 2001 at the Farmers Market with his business partner Cezar Brelaz. They also own Phil’s Deli at the Market. The Brazilian way of ordering and paying took some convincing of the Gilmores, owners of the Market, recalls Carvalho. But, “they gave me the opportunity. I am very appreciative.” Grilled beef, chicken, lamb and homemade sausage are carved off skewers, layered on plates, weighed and sold by the pound. While the aroma of barbecue meat is what most people wait in line for, a buffet of fresh salads and vegetables, fried plantains, yucca fries, rice and black beans add to the flavor. Carvalho was not new to the restaurant business when he arrived in the U.S. 25 years ago. He had owned a tapasstyle bar in his home town, Belo Horizonte—about 300

GRILLED BEEF is carved to order says Brazilian native Francisco Carvalho, who also co-owns Phil's Deli at the Market.

miles inland from Rio de Janiero. He was also studying to be a civil engineer before he headed north in search of better opportunities, planning to stay here a year and a half and return home. Instead he got to work, as a bartender, bus boy, in food prep, and, in 1990, opened L.A. Tours above the old pharmacy in the Farmers Market with Brelaz. They drove tourists to Disneyland and other area sights. (They sold the business to VIP Tours in 2004.) Entrepreneurs at heart and

not ones to pass an opportunity, in 2000, when Phil’s Deli in the Market was for sale, they bought it. “It’s almost Jewish,” laughs Carvalho, referring to the kosher hot dogs. But pastrami on rye and other deli favorites are served in ample portions at 1990s prices, which keep the locals coming back, he adds. The Market has done an about face since his early tourgiving days, he says, when busloads of out-of-towners were dropped off at the historic site. Tourism gradually decreased and the Market became very

quiet. When the Grove opened a few years back “the Market completely changed,” says Carvalho. Angelenos citywide flocked to Grove shops and restaurants, movie theater and to see its Bellagio-style dancing fountain. The mom-and-pops and ethnic eateries at the adjacent Market were also a huge draw. “Now everybody caters to the locals. The Market’s a much better place.” They have been approached by mall operators but the duo declined the offer. Typically you can’t cook with gas or charcoal—Brazilian staples—in enclosed spaces; “and, I would have to make more changes to fit into a shopping mall,” says Carvalho. Early on he worked the counter at the deli, but these days he shares management duties and overseeing expanding the business: the pair recently opened a Pampas Grill in Culver City. The oldest of his four children, a UC Riverside student, Gabby, works weekends as cashier. Caio, 15, takes orders at the deli when he’s off from school. Brelaz, who is married and has three daughters, just returned from a trip to his home

town, Obidos at the Amazon River. He came to the U.S. years ago to become a pilot. Like Carvalho, he too returns to his native country every year, near the Pampas region, where the gauchos once cooked over open fires, inspiring a centuries-old way of dining they are continuing at the Farmers Market.

Memories told, photos shared at Market displays Whether it’s the savory crepes they enjoyed in their youth, the freshly roasted nuts, baked pies, Cajun music or meeting with friends at one of the myriad of tables, everyone, it seems, has fond memories of Farmers Market. In honor of those days gone by, Market Memory displays have been installed throughout the open-air venue, featuring visitors’ stories and photos. To submit your tale, visit www.farmersmarketla.com and click on 75th anniversary celebration. While there, watch the video “The Market: Then & Now,” to see merchants throughout the years, frying doughnuts to carving meat amid changing fashions and musical styles.

Congratulations & Happy 75th Anniversary to Our World-Famous Farmers Market The Heart & Soul of the Third Supervisorial District! ZEV & BARBARA YAROSLAVSKY

I’m pleased to offer my congratulations and best wishes to the Original Farmer’s Market, a jewel of the 42nd Assembly District, on its 75th birthday. Many generations of Angelenos - my family included - have come to treasure this delightful oasis of delicious food, fresh produce, and unique shopping. As the Fairfax community

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changes and grows, the Original Farmer’s Market will remain a timeless treasure for many years to come.

©LC0709

ZEV YAROSLAVSKY Supervisor, Third District County of Los Angeles

Assemblyman Mike Feuer

FARMERS MARKET 75TH ANNIVERSARY

JULY 2009

Larchmont Chronicle

FARMERS MARKET 75TH ANNIVERSARY

JULY 2009

OUR 75TH ANNIVERSARY IS GOING TO TAKE THE CAKE.

FARMERS MARKET 75TH ANNIVERSARY SUMMER HIGHLIGHTS SATURDAY, JULY 11 – “FOOD NEWS” LIVE BROADCAST WITH MELINDA LEE Join the audience and participate in a live broadcast of KNX 1070’s Food News with Melinda Lee. Southern California’s premiere food guru will surround herself with the expert grocers of the Farmers Market while dishing up a huge dollop of culinary advice, mixed in with a dash of recipes, tips and more. Audience prizes will be given throughout the broadcast. 10am–1pm, Market Plaza The Salvation Army Children’s Choir will perform live before the broadcast.

SUMMER MUSIC SERIES • THURSDAYS & FRIDAYS ALL SUMMER LONG Free evening concert performances every Thursday (Jazz) and Friday (Eclectic). Grab a bite and beverage, then sit back and enjoy the summer breeze while listening to the sounds of Jazz, Blues, Rock, Country and more. Series ends September 11. 7–9pm, West Patio For a complete schedule of musical acts, visit farmersmarketla.com

FARMERS MARKET 75TH ANNIVERSARY WEEK JULY 13–19 MONDAY, JULY 13

FRIDAY, JULY 17

7–9pm: Once More (Vintage Rock & Roll), West Patio

BEST OF FARMERS MARKET MUSIC Noon–2pm: Melody Masters (Big Band), East Patio 3–5pm: Mickey O’Connor, Physical Comic Circus Star, Market Plaza 4–6pm: Book Signings & Meet The Authors, Market Plaza 5–7pm: Doo-Wop All-Stars, East Patio 7–10pm: Lucky Stars (Western Swing), West Patio 7–9pm: Janet Klein & Her Parlour Boys (30s & 40s Gypsy Jazz), Market Plaza

TUESDAY, JULY 14 TASTE OF FARMERS MARKET SPECIAL DINING & SHOPPING EVENT 5–9pm, throughout the Market To buy tickets, call (323) 933-9211 or visit farmersmarketla.com. $20 (food & beverage) $25 (food + 2 beer/wine tickets) $45 (food + 2 beer/wine tickets + a copy of L.A.’s Original Farmers Market Cookbook.) Purchase by July 6 and you’ll be entered into a raffle for a $100 Farmers Market Gift Certificate. Donations of non-perishable food items will be accepted on behalf of West Hollywood Food Coalition. 6–8pm: Book Signings: “L.A.’s Original Farmers Market Cookbook” & “Los Angeles’s Original Farmers Market History Book”, Market Plaza

6–9pm: Magician Jon Armstrong, strolling the Market 7–9pm: Hot Club Quartet with Janet Klein (Gypsy Swing & Early Jazz), Market Plaza 7–9pm: Doo-Wop All-Stars, strolling the Market 7–9pm: Caricature Artist, strolling the Market

SATURDAY, JULY 18 BEST OF FARMERS MARKET SUMMER FAMILY FUN & SUMMER MUSIC 11am–1pm: Radio Disney Street Team, Market Plaza Noon–3pm: Kids For Peace (Arts & Crafts), Market Plaza Noon–3pm: Face Painting, Market Plaza Noon–3pm: Jazz ‘n Banjos, East Patio 1 & 2:30pm: Scott Land Marionettes, Market Plaza 6–9pm: Wayne Bergeron (Big Band), Market Plaza 8–10pm: Susie Hansen Latin Band, West Patio

SUMMER FAMILY FUN SERIES • SUNDAYS JULY 12, 26, AUGUST 9, 23

A new crop of excitement arrives every other Sunday with free family-friendly craft activities, live entertainment and more. Bring the whole gang for a Sunday afternoon of music and merriment. 12–3pm, Farmers Market Plaza For a complete schedule of events and activities, visit farmersmarketla.com

WEDNESDAY, JULY 15 6:30–9pm: Dean Mora & His Orchestra (Big Band), Market Plaza 8–11pm: Farmers Market Karaoke Idol Finals, West Patio

SUNDAY, JULY 19

THURSDAY, JULY 16

BEST OF FARMERS MARKET SUMMER FAMILY FUN & SUMMER MUSIC

FARMERS MARKET BIRTHDAY PARTY Open to the public

ALL YEAR LONG • Special “Memory Boards” throughout the Market displaying pictures and memorabilia depicting the Market’s rich history. • Special Farmers Market 75th Anniversary merchandise, including hats, pins, t–shirts and books. • Special 75th Anniversary tribute section on farmersmarketla.com with video highlights, memory boards, historic photos and special event calendars.

8–8:45am: Birthday Ceremony hosted by comedian Jeff Garlin. Includes local celebrities, the USC Marching Band, Card Stunt, Giant Clock Tower Cake and much more. Scheduled to attend: County Supervisor Zev Yaroslavsky, City Council Member Tom LaBonge, A. F. Gilmore Company President Hank Hilty, Farmers Market merchants & other special guests.

Noon–3pm: San Fernando Valley Banjo Band, East Patio Noon–3pm: Face Painting, Market Plaza 12:30 & 2pm: Gerry Katzman Magic Show, Market Plaza 1–4pm: Rain Stick Making Workshop, Market Plaza 3:30–5:30pm: Masanga Marimba Ensemble, Market Plaza 5:30–7:30pm: CJS Quintet (Cool Jazz), West Patio

Noon–3pm: Nickelodeon Barbershop Quartet, strolling the Market 2–4pm: Book Signings & Meet the Authors, Market Plaza 4–6pm: 2nd Line Saviour’s Parade Band, strolling the Market 7–10pm: Eddie Baytos & The Nervis Bros (New Orleans), West Patio 7–10pm: Crazy Rhythm (Big Band), Market Plaza

FREE Anniversary Events & Activities All Summer — Visit farmersmarketla.com for details • 6333 W. Third St., Los Angeles, CA 90036 • (323) 933-9211

FARMERS MARKET 75TH ANNIVERSARY

JULY 2009

Hilty started in family company as a teen Gilmore Company president Hank Hilty began working at the Farmers Market while he was in high school. The great-grandson of The Gilmore Company founder A. F. Gilmore, Hilty worked under former market manager John Gostovitch, and after college at Cal State Northridge, started as a bookkeeper, then trained as an accountant, “Over the years Gostovitch gave me more and more responsibilities to manage,” said Hilty. The company owns the Farmers Market, a bank and oil properties. When Gostovitch retired in the 1980s, Hilty became the president and chief executive officer of the company. “We are a very family-oriented company. We have many employees like myself who are second and third generation store owners and maintenance workers here. My younger son Michael is working here now, another relative, Matt Slayton, is in the marketing department, and another is Stan Savage, our market manager,” Hilty said. He attributes the Market’s success to the fact that the customers receive personalized attention and quality merchandise. The businesses mostly are on 30-day leases

As market manager, he keeps tabs on vendors, property

HE CONTINUES the family tradition in offices in the adobe.

which enables the company to insure the high standard of the Market. The offices of the Gilmore Company are in the adobe home of Hilty’s great grandfather and grandfather. “When my grandmother passed away, we were left with a dilemma. We had our offices in another building on the property, but we didn’t know what to do with the adobe. “Every one in the family wanted to live in the house. It was built in 1852 by James Thompson, and my great grandfather bought it in 1880. Now, it is being used for the administrative offices.” Hilty inherited his grand-

Larchmont Chronicle

father’s love for midget cars. E. B. Gilmore built a midget car track on the property where CBS now stands. The car Hilty restored garners rave reviews at the annual Gilmore Heritage Auto Show in June. He generously lends the adobe property to non-profit agencies for fundraisers. The Salvation Army holds a special place in his heart, and is one of the market’s key charities. Farmers Market’s reputation for excellence continues to be maintained by Hilty and his staff. He feels his grandfather’s words sum up the positive attitude at Farmers Market today: “It’s a place more fun than business to be part of.”

Repairs to the roof and in- vage often visited the market terior painting are on Stan with his parents while he was Savage’s immediate project growing up. “I have many fond memories of the market as a list. As manager of the Farmers child. When we came, we slept Market, he oversees the 90- in the adobe (the house built plus tenants who call the mar- in 1852 which now serves as the company’s offices).” ket home. Ten years ago, he came to A fifth generation descendent of A. F. Gilmore, the mar- Los Angeles and, in 2002, ket’s founder; his cousin is A.F. joined the family business. Savage began as the marGilmore president Hank Hilty. Savage is continually look- keting director, then worked ing for new businesses, par- across the street at the ticularly in the grocery field. Gilmore Bank, and returned He interviews prospective last November as manager. He and his wife Pippa live in tenants, although “we have a Hollywood. He enjoys fly fishwaiting list.” Most of the tenants are on ing. But, he admits, his attena 30-day lease; this insures tion now is taken up with their they maintain the quality the son, Eddie, 14 months old. market prides itself on. He is also exploring new technology to make the market “ g r e e n e r. ” His six-man maintenance staff is working continually on repairs and upgrades. A Seattle A DESCENDENT of the founding family, Savage native, Sa- surveys the market stalls he supervises.

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He recalls teen summers working behind the counter summer I’m on the other side mer as well— half-a-dozen, or By Duke Fenady Farmers Market is a grand of the concession counter, so stalls to the west, my brothold lady who has aged with Castillo’s Mexican Restaurant er Sean, and Loyola High pal, Michael DiRoma were gaingrace. She’s changed, as have counter to be exact. we all, but she still retains her Frank Castillo, the propri- fully employed over at Gill’s style and charm that is her etor, was a generous and pa- Ice Cream. I have to admit, tient man. This was my first as much as I appreciated Mr. past. From her iconic clock tower proper job, and it took me a Castillo’s munificence, I felt a to her quasi-covered market- while to master the mechani- slight twinge of jealousy. In truth, there place, the striking mix seemed to be some inof aromas and bustling justice at play. There walkways packed with I was a seasoned tourists and locals Farmers Market vet, alike set the stage for serving piping hot ensplendid summer afterchiladas, during pipnoons. ing hot afternoons, The summer months while the two rookies at the market are some were dishing out froof the most memozen delights. And to rable of my childhood. add insult to injustice, Friends and relatives there always seemed would arrive for visits to be a gaggle of girls from back east, we’d VISIT recalls fond memories for Duke Fenady. congregated in front pile into the Town and Country station wagon and cal cash register, particularly of Gill’s. the sight-seeing would com- since making change wasn’t It’s been over 30 years since exactly my strong suit. But I hung up my apron. The cash mence. First, we went to the eventually, after a few missteps registers are now electronic, Griffith Observatory, then the and an arched eyebrow or two Frank Castillo has moved on, Hollywood Bowl, Grauman’s from Mr. Castillo, I got the menus now offer up lattes Chinese Theatre and some- hang of it. I also got the hang rather than simply coffee with times for a plunge in the of, and the taste for enchila- cream and sugar on the side. Pacific. But always the trek das, chili rellenos, Spanish But all in all, Farmers Market’s soul remains intact. The locals would conclude at Farmers rice and tacos. Market with a French dip at The following summer, I still mingle with the tourists once again donned my apron in the crowded, narrow aisles, Magee’s. Fast forward from the mid- and paper hat, and assumed the colorful aromas still waft sixties to the mid-70s. Once my proper place behind beneath the awning-covered again it’s summertime at Castillo’s counter. There were marketplace. Farmers Market; however this other changes afoot that sum- (Please turn to page 17)

Larchmont Chronicle

Fond memories of good food, grab bag gifts, hiding places chocolates gracefully dipped By Marina Muhlfriedel July marks Farmers Market’s at Littlejohns English Toffee 75th birthday, and for two- House and cakes fancifully thirds of those years, the ven- decorated at Humphrey’s erable whitewashed icon with Bakery (now Thees) remain the distinctive clock tower has most vivid. While remained a Farmers perennial Market still fixture in houses sermy personal vice-based life. merchants My mothand gift er would shops, viswalk my sibits tend to lings, and be socially me there on a daily REGULAR since she was a baby, or gastrobasis from Marina Muhlfriedel’s teenage son has n o m i c a l l y motivated. our home grown up at Farmers Market too. Until a few on nearby Edinburgh Ave., to meet her years ago however, across the sister and nieces who lived North parking lot stood the on Fuller Ave. The Brooklyn Dell, a warren of shops where, transplants would shop and as a child, I would be mesmereat while one-by-one we each ized by exotic imports, antique grew from buggy, to stroller, collectibles, artisans blowing to acting as if we owned the candy-colored glass animals place. Even as children, we and jewelers fashioning gold knew many of the shopkeep- wire into personalized braceers and often took it upon lets and necklaces. ourselves to guide befuddled Now, I have a teenage son who has also grown up at tourists. Although Du-Pars’ pan- Farmers Market, and considcakes and Patsy D’Amore’s ers Singapore’s Banana Leaf, pizza comprised our everyday the French Crepe Company fare, memories of finally be- and Bennett’s Ice Cream the ing able to reach the counter bedrock of his experience. Old (Please turn to page 17) at Gill’s Ice Cream, watching

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FARMERS MARKET 75TH ANNIVERSARY

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FENADY

MUHLFRIEDEL

(Continued from page 16) Magee’s still serves tasty French dip sandwiches, and the girls still congregate in front of Gill’s. When my wife and I, along with our young nephews and nieces, strolled past the tower clock one recent summer afternoon, I surveyed the 75-year-old institution and smiled with the realization that Farmers Market is indeed a grand old lady, who has aged with grace and style. Duke Fenady is a writer and producer, born and raised in Hancock Park. He graduated from UCLA, and resides just a few short blocks from Larchmont Boulevard.

(Continued from page 16) enough to meet friends on his own, the story of a neighbor comes to mind—as a teenager in the 60s, she met her future husband while buying a raised glazed at Bob’s Doughnuts. Although the stalls, entertainment and parking have been periodically reinvented to accommodate the whims of each decade, Farmers Market remains the heart and soul of our corner of the city. Marina Muhlfriedel is a freelance writer, L.A. native and a long-time resident of Miracle Mile. She began her academic career at Laurel Elementary and graduated from USC’s School of Journalism.

and the oil business. He developed Gilmore Oil Company into a large independent oil business. Close to the time his mother died in 1924, Earl, who was then divorced, moved back into the adobe. He built a wall and a guardhouse. He added eaves around the house over the doors and tiled the patio areas with terra cotta. He spent four years creating an old-fashioned garden in front of the adobe where derricks had formerly dominated the view. The adobe is hidden from view, and lies on the property’s north side. Chickens and roosters still roam the yard. In 1944, Earl married his third wife, Marie. Earl told his bride that she could live anywhere she wished, but she preferred to live in the adobe. When Marie first saw the home, it had inadequate heating and plumbing, no closets (wardrobes were used) and was “as dark as the bottom of a well.” She went about making the house livable, yet not modern, thus retaining its old charm. The kitchen and bathrooms were remodeled, a guesthouse added, the garages rebuilt and the rear patio enclosed into a family room. Earl died in 1964. The adobe became the offices of the

BUILT IN 1852 the house is now company headquarters.

Gilmore company when Marie died in 1976. With so much building and tearing down undertaken on the Rancho La Brea acres during the

last 130 years, it is remarkable that this adobe building remains as an historical landmark—the oldest standing structure in the Rancho La Brea area.

Farmers Market is the center of our Los Angeles – the best place to be and the best people we know. Happy Birthday! Newsom Design newsomdesign.com

Ulysses Voyage Would Like To Congratulate The Farmer’s Market On 75 Fantastic Years

“COME TRY OUR NEW WEEKEND BRUNCH MENU”

cattle. The adobe was a combination of California Mission and Spanish Colonial, reflecting a series of renovations over the past century. Rocha conveyed the title of the land to Major Henry Hancock. In 1876, Thompson contested the title to part of the rancho. He obtained title and lived there until 1880 when A. F. Gilmore and his partner converted the property to a dairy ranch. After A. F. died in 1918, his son Earl inherited the adobe

A Culinary Odyssey in Traditional Greek Dining 323-939-9728 • ulyssesvoyage.com

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The Gilmore Adobe dates back to 1852. Originally part of the Rancho La Brea it eventually became the home of rancher-turned-oilman Arthur F. Gilmore, and his son Earl, who turned the Gilmore Oil Company into a legendary part of America’s car culture. The one-story house was built by James Thompson, a Los Angeles County sheriff. Thompson leased the land from Antonio Jose Rocha, owner of Rancho La Brea. Thompson used the property to graze his

FARMERS MARKET 75TH ANNIVERSARY

JULY 2009

Larchmont Chronicle

Property was huge sports center

Gilmores transformed land from dairy farm to landmark the first to use radio and jingles for promotion. A few months before the Farmers Market opened, the Gilmore Stadium was built for fans to witness the fastest-growing auto sport in Califomia: midget auto racing. Every major driver in the 1930s, 1940s, and early 1950s raced at Gilmore. In the 16 years of Gilmore Stadium’s existence, nearly five million fans attended the

A F. GILMORE wanted water for his farm, got oil instead.

E. B. GILMORE turned the farm into a sports complex.

drilling for water, he struck oil and that was the beginning of the Gilmore Oil Company. It was also the end of the dairy business. A. F.’s son, Earl B., grew up in the oil business and developed the Gilmore Oil Company into the largest independent oil business on the West Coast. From the late 1920s to World War II, the Gilmore Oil Company was very much involved in promotion and ad-

vertising. Promoters toured the West Coast entertaining kids with live lions and clowns. Earl used a red lion for his trademark and kept a live lion for a mascot. In the 1930s, Gilmoresponsored cars, boats, motorcycles, and airplanes broke over 500 racing records. In 1932, Gilmore raced its first cars at the Indianapolis 500 Motor Speedway. Earl invented the first selfserve gas stations. A replica now stands at the Farmers Market. Earl also was one of

REPLICA of a typical Gilmore gas station.

CONGRATULATIONS to The Original Farmers Market on Your 75th Anniversary. You are a real Hollywood Star!

HOLLYWOOD

CHA MBER OF COMMERCE

Hollywood’s Business Advocacy Organization

7018 Hollywood Boulevard Hollywood, CA 90028, U.S.A. MAIN (323)469-8311 FAX (323)469-2805 www.hollywoodchamber.net

Since 1921... Promoting and enhancing the business, cultural and civic well-being of the greater Hollywood community.

Kip’s Toyland Since 1945

Congratulations Farmers Market on your 75th KIPS TOYLAND

©LC0609

The Farmers Market story is not complete without covering the entire “Gilmore Island.” It begins in 1880 when A. F. (Arthur Fremont) Gilmore and his partner purchased two ranches. One was east of Los Angeles. The other was part of the original Rancho La Brea to the west of the city where they operated a successful dairy farm. When the partners dissolved their agreement, they drew straws to divide the property. A.F. Gilmore drew the west ranch on land between Beverly Blvd. and Third St. Gilmore ran his ranch as a dairy farm. One day, while

sporting events. In the 1930s, Gilmore Stadium drew crowds of over 18,000 each race. Then Earl erected a Gilmore Field for baseball games on another part of the property. It was at Gilmore Field that the Hollywood Stars ball club made its headquarters. Football also was played in the stadium, Esther Williams swam in a pool erected on the field, and President Harry Truman gave a campaign speech there. In 1934, the Farmers Market (Please turn to page 19)

has enjoyed being part of the Farmers Market Family for over 50 years.

323.939.8334 • Stall #720

FARMERS MARKET 75TH ANNIVERSARY

Larchmont Chronicle

JULY 2009

Artist’s hobby: sketching patrons

GILMORES TRANSFORMED LAND

(Continued from page 18) was added to the activities on the “island,” and later a driveIn theater and miniature golf course became part of the entertainment complex. By the late 1940s, attendance had dropped to less than half at the midget auto races. Faced with lower attendance,

and the knowledge of how much the property value had escalated in the glamour capital of Hollywood, the Gilmore management sold the property to C.B.S. In 1951, the stadium was torn down to make way for the CBS Television City. What remains of the Gilmore property, in addi-

tion to Farmers Market, is the original adobe home of the Gilmore family. It houses the company’s offices where Hank Hilty carries on as head of the company that was founded by his great grandfather Arthur Fremont Gilmore years ago.

HE’S A REGULAR at the Farmers Market.

CONGRATULATIONS to the Farmers Market. 323-937-2093 • Mention this ad for a discount.

Breakfast Lunch Dinner

Your Younger Neighbor Just South of You on Fairfax Avenue Congratulates THE FARMERS MARKET On Reaching the Grand Old Age of 75!

Le Farmers Market est Magniﬁque! Congratulations to You on 75 Years. 323.934.3223 Stall 318 • FrenchCrepe.com

And for 73 Years TOM BERGIN’S TAVERN, Rated by Tom Horan’s Top Ten Club As America’s #1 Irish Establishment, Is Where Grand People Enjoy Great Spirits, Delicious Food and Fun Times! For Lunch and Dinner Reservations, Please Call 323-936-7151 840 S. Fairfax Ave. (Betw. Wilshire & Olympic) • Valet Parking

www.tombergins.com

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AVIATOR Roscoe Turner with mascot.

With sketchbook and pencil in hand, Gregory Weir-Quiton is a Market regular. He spends two or three days a week drawing the faces of both regulars and tourists who frequent the Los Angeles landmark. A former art director for Bullocks Wilshire (now Southwestern Law School), he also provides art for movie posters. The artist’s sketch on a napkin was the inspiration for the DreamWorks logo. His sketches are in a book he’s filled with his work over the last 13 years. “I take my sketchbook everywhere,” he says. “It’s a hobby with me. I don’t sell them and I rarely display them.” He made an exception recently when he was drawing a couple who were visiting from England. “I gave them the sketch as a souvenir of their visit.”

FARMERS MARKET 75TH ANNIVERSARY

JULY 2009

market's year-round events

(Continued from page 3) who built and pulled their own floats atop dollies used to transport goods from warehouses to market stalls. Recent Fall Festival activities included spinning demonstrations, arts & crafts, facepainting, wheat weaving, a

Children’s events have included snowman-making and holiday stocking decorating workshops, and holiday performances by the Scott Land Marionettes. Other activities include construction of a Lego menorah and a menorah lighting ceremony, and seasonal music performed by live bands. Mardi Gras Early in the year the Market hosts the coolest Mardi Gras party this side of Bourbon Street. As a parade band leads revelers STROLLING CAROLERS are part of the old- t h r o u g h fashioned charm during the holidays. the market, beads are tossed from the Market’s baljuggler and scarecrow. Band and marionette per- cony. Past celebrations have formances, a pie-eating conincluded a Mutti Gras pet test and petting zoo were also parade, which culminated part of the fun. in the crowning of a canine Holiday festivities Farmers Market celebrates king and queen. Workshops the holidays the old-fashioned for kids, including Carnivale way with charming decora- Hat Making conducted by the tions and many holiday music Craft & Folk Art Museum, and offerings, including strolling Mardi Gras Hat Decorating, are also part of the fun. carolers.

Larchmont Chronicle

St. Patrick’s Day Farmers Market has celebrated St. Patrick’s Day for as long as the Market’s fabled first restaurant, Magee’s Kitchen, has been serving corned

FAMILIES ENJOY GATHERING at the Farmers Market, where every day is a special day.

MARDI GRAS revelers vie for beads as a parade winds its way through the market.

beef and cabbage. When the restaurant’s founder, Blanche Magee, first began serving fine food to visitors to the property not long after it opened, she also began planning to invite everyone to join her for St. Patrick’s Day. The tradition continues to this day, as Blanche’s daughter-in-law, Phyllis Magee and her staff serve their popular traditional Irish dishes to an ever-growing legion of celebrants.

We are extremely pleased to have worked with the AF Gilmore Company over the past 30 years to ensure that

The Farmers Market continues to be a truly special place in Southern California

Congratulations on your 75th anniversary

Keep it Special! Koning Eizenberg

AIA California ﬁrm of the year 2009

Singapore’s Banana Leaf

75 Years!

Congratulations to the Original Farmers Market.

Congratulations on your 75th Anniversary Diana, Ike & Michael Gazal We Serve

Best Wishes From, Nederlander Organization, Greek Theatre & Pantages Theatre

Singapore - Style Malaysian, Indian & Indonesian Cuisine – Catering Available – LC0709

Stall #122 • 323-933-4627

FARMERS MARKET 75TH ANNIVERSARY

Larchmont Chronicle

JULY 2009

Market recipes, stories, history in new cookbook

include Bob’s Doughnuts and Coffee, Monsieur Marcel, Little-john’s English Toffee House, Thee’s Continental Pastries and Pampas Grill. Tusquellas Seafood and other colorful merchants are noted along the way. Tourgoers then head down Third St. to Chado Tea Room (try the apple pie inspired blend named after the tour company.) More sites are visited along Third St. during a one-mile stroll ending at LaCienega Ave. A bus takes you back to the Market. Cost is $49 per person, and for most people the snacks along the way can suffice as lunch. Visit meltingpottours. com

We’re Glad to be part of an American Treasure since 1938 TOUR GUIDE, chef and “walking encyclopedia” Diane Scalia at Monsieur Marcel, divulging secrets of caviar cheese. Happy 75th Anniversary Melting Pot tours Market favorites for stories, food Sample pastries, French cheeses and Brazilian barbecue during Melting Pot Tours of the Farmers Market. The 3.5-hour tour is headed by sisters and company cofounders Diane Scalia, a professional chef, and her sister Lisa, a caterer. The pair are passionate about the city’s eat-

eries, ethnic fare and culture. The L.A. natives dreamed up the Melting Pot as a portal to share their encyclopedic knowledge of the city’s history and folklore and to ignite its reputation as a world-class culinary destination. Departing every Friday and Saturday at 9:30 a.m., stops

A FOOD WRITER, JoAnne Cianciull compiled the book.

Howser, host of California’s Gold on PBS. “And most im-

portant, it truly captures the spirit of the place.” JoAnn Cianciull, a food writer and culinary producer who has patronized the Farmers Market for more than a decade, is the author. Mini-biographies of dozens of vendors include Bryan’s Pit Barbecue, La Korea, Marconda’s Meats, The French Crepe Co. and Pampas Grill. The book is available for purchase at Farmers Market office and several of the merchants. Publisher is Chronicle Books.

We want to thank Angelenos for supporting the Farmers Market for the last 75 years and LittleJohn’s Candies for the last 63 years.

©LC0709

The food, the people and the history of the L.A. Farmers Market fills the pages of a new cookbook with signature recipes from vendors who have long drawn patrons to the Los Angeles landmark. Mexican, Brazilian, Middle Eastern and old-fashioned American fare join the recipes included in the 258-page paperback that features 85 color photographs. “This book not only shares tasty recipes, but provides colorful and little-known stories about the vendors,” said Huell

Stall 432 323-936-5379

Thanks to the 30 million visitors to the Farmers Market every year!

6333 West Third St. 323.933.8446

Dan and Jim at

We’re Glad to be part of an We’re Glad to be part of1938 an American Treasure since American since 1938 HappyTreasure 75th Anniversary Happy 75th Anniversary

Finest quality meats and sausages

6333 West Third St. • 323.933.8446

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Thanks to the 30 million visitors to the Farmers Market every year! Thanks to the 30 million visitors to the Farmers Market every year!

323.938.5383 www.huntingtonmeats.com

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Congratulate the Farmers Market on Turning 75... May the next 75 be “PriMe!”

FARMERS MARKET 75TH ANNIVERSARY

JULY 2009

Larchmont Chronicle

CONGRATULATIONS ~ 75 YEARS 323.549.0458 Farmers Market Variety Store 323.933.1086

Farmers Market Postal Center 323.933.2322

We send Best Wishes on Your 75th Bedford Anniversary!

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THE ENTERTAINMENT GROUP

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5493 S. Acacia Creek Drive Green Valley, Arizona 85614 5493 S. Acacia Creek Drive, Green Valley, Arizona 85614 Direct: 602-476-2798 Mobile: 929-499-2117 602-476-2798 www.bedfordcg.com mshimko@bedfordint.com www.bedfordcg.com Tax, Financial & Strategic Solutions — Real Estate

75th Anniversary Congratulations!

Live Music, Novelty & Crafts For Events (323) 933-1693

Gill’s Old Fashioned In The Farmers Market Since 1937 DozenS oF FlavorS Cones & Specialties Made to order 6333 West Third Street #416 • (323) 936-7986

Charlie’s Coffee Shop

The Gumbo PoT

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Stall #412 West Patio • (323) 933-0616

6333 West Third Street #312 • thegumbopotla.com

ISC ElECtronIC SyStEmS

City National Bank Congratulates The Original Farmers Market on 75 years at Third & Fairfax

cnb.com

Congratulations Farmers Market on 75 Years!

75 Years!

Stephen Kesling - President

818•999•5115 7841 Alabama Avenue #12, Canoga Park

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We wish you many more to come!

310.793.9777 • iscfirealarm.com

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All of us at ISC Electronic Systems would like to congratulate our good friends Julie, Rhonda, Alain, and everyone else at The Farmers Market on 75 great years, and 75 even better years to come! We wish you many more to come! Thank you!

Congratulations on

Thank you!

The Authentic Taste of New Orleans at the Original Farmers Market

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Congratulations on Your 75th!

In the Original Farmers Market

Breakfast All Day & Take-Outs Welcome

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Ice Cream

xx • xx 323-936-0785 • Stall #330

California’s Premier Private and Business Bank®

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Salutes Farmers Market on its 75th Anniversary

International

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FARMERS MARKET 75TH ANNIVERSARY

Larchmont Chronicle

JULY 2009

ORIGINAL FARMERS MARKET For 75 years

the Farmer’s Market has created a special place for residents and visitors alike. Thank you for the loyalty over the past thirty years. May you continue onward toward the 100 year mark as a leader of community and spirit of Los Angeles.

Congratulations on your 75th year! Doug Ratliff and Crew.....

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148 N. Larchmont Blvd. • 323-469-2395

Property Services, Inc.

Room Additions • Home Remodeling Kitchens • Baths • Finish Carpentry Custom Windows • Doors • Shutters

Established 1981

Congratulations on your 75th year!

Congratulations STREET ADDRESSon your 75th CITY, anniversary! ST ZIP From your friends at Kleinfelder PHONE EMAIL

6711 Forest Lawn Drive, #105 / Los Angeles, CA 90068 phone: (818) 902-9506 / fax (818) 782-8810 info@ps-wd.com / B-1 Lic. 833190

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323-469-2981 • SupremeRoofing.net

With Gratitude, Bob Vacca

VINTAGE MEMORABILIA at 3rd & Fairfax (On the 3rd Street Side)

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In the Original Farmers Market

(323) 954-4700 • www.shinegallery.com

Los AngeLes City CoLLege An Urban Oasis of Learning!

Congratulations to the Farmers Market on 75 great Years!

323-953-4000 855 North Vermont • lacitycollege.edu

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Happy 75th Anniversary to the Farmers Market

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SKG Structural concrete

Commercial • Industrial • Residential • Parking Structures Slab Foundations • Retaining Walls • Repairs & Restorations

sgreen9873 @ sbcglobal.net • 818-464-5779

Congratulations to Farmers Market on Your 75th Birthday!

Shelton Congratulations on yourMarty Vice President DRE License 00835288 th

310 440 8500 ext 123 310 440 8525 fax mshelton@naicapital.com www.naicapital.com

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1640 S. Sepulveda Blvd., Suite 500 Los Angeles CA8500 90025 • naicapital.com 310 440

PATSY D’AMORE’S PIZZA

323-938-4938

(on Eash Side the Market)

• thatsdamore.com

323-939-6933 • StickerPlanetLA.com

Congratulations to the The Farmers Market for 75 years of service to the community! ®

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60 Year Anniversary in the FArmers mArket & 70 Year First pizzA in LA!

A world of fun stickers for crafters, parents, teachers & kids of all ages. 0609

75 Year!

We’ve enjoyed our 18 years together and look forward to many more.

SUNSETGOWER + SUNSETBRONSON STUDIOS www.sgsandsbs.com

JULY 2009

FARMERS MARKET 75TH ANNIVERSARY

Larchmont Chronicle

This summer, celebrate 75 years of great food, drink and music at the Original Farmers Market.

ummer Music Series

Thursday Night Jazz Series 7/9 7/16* 7/23 7/30 8/6 8/13 8/20 8/27 9/3 9/10

David Zasloff and the Whole Band Eddie Baytos & The Nervis Bros Nutty Otis Hayes Karen Hernandez Alberto De Almar Dana Bronson Bill Watrous with Rob Stoneback Michael LeVan Catte Adams

Friday Night Music Series 7/10 7/17* 7/24 7/31 8/7 8/14 8/21 8/28 9/4 9/11

Bobby Matos The Lucky Stars Tony Galla with Janelle Sadler Atomic Sherpas Rudy Regalado Jumpin Joz Bonebrake Syncopators 50 Cent Haircut Inca Saucy Monky

*Extended performances celebrating the Market’s 75th Anniversary.

FREE ADMISSION West Patio • 7pm-9pm

6333 W. Third St. Los Angeles For more info call (323) 933-9211 or visit us at farmersmarketla.com