This story is free to read because readers choose to support LAist. If you find value in independent local reporting, make a donation to power our newsroom today.
This is an archival story that predates current editorial management.
This archival content was written, edited, and published prior to LAist's acquisition by its current owner, Southern California Public Radio ("SCPR"). Content, such as language choice and subject matter, in archival articles therefore may not align with SCPR's current editorial standards. To learn more about those standards and why we make this distinction, please click here.
1920s Ad For Eagle Rock Promises 'All White' Residents
(via Michael Kohlhaas, Reddit)
In 1923, Eagle Rock became a part of Los Angeles, and it was quickly developed and marketed to the masses. In an ad that will make your palm hit your face, the Greater Eagle Rock Club promoted the neighborhood as one that was home to "the white or caucasian race," exclusively. The ad showed up in papers like The Sentinel, which a decade later noted that as a result "a real boom was started for Eagle Rock." Here's the text:
Eagle Rock has had a steady and natural growth without exploitation—and thus presents a firm foundation for a very remarkable development during the next few years. EVERYONE is talking Eagle Rock — because: The advantageous location of Eagle Rock is unexcelled! Eagle Rock is a corporate part of the great city of Los Angeles! Our hills and dales provide the most favored of 'view' homesites! Favorable restrictions help create a community of beautiful homes! The residents of Eagle Rock are all of the White or Caucasian race!
Over time, of course, Eagle Rock has seen many ethnic and socioeconomic groups, and has been considered "highly diverse"—recently, the population breakdown was: Latino (40%), followed by White (29%), Asian (23.9%), and Black (1.9%). In more recent years, the area—which is next to the now-hip Highland Park—has become more gentrified and populated with young professionals and creatives.
Hollywood, 1925. (Getty)
This Eagle Rock ad is just one in a history of racist ads promoting areas protected from "metropolitan development." In a 1924 ad for Hollywoodland, residents of L.A. are urged to "protect your family by procuring a home place in the Hills of Hollywoodland—secured by fixed and natural restrictions against the inroads of metropolitanism."
You come to LAist because you want independent reporting and trustworthy local information. Our newsroom doesn’t answer to shareholders looking to turn a profit. Instead, we answer to you and our connected community. We are free to tell the full truth, to hold power to account without fear or favor, and to follow facts wherever they lead. Our only loyalty is to our audiences and our mission: to inform, engage, and strengthen our community.
Right now, LAist has lost $1.7M in annual funding due to Congress clawing back money already approved. The support we receive from readers like you will determine how fully our newsroom can continue informing, serving, and strengthening Southern California.
If this story helped you today, please become a monthly member today to help sustain this mission. It just takes 1 minute to donate below.
Your tax-deductible donation keeps LAist independent and accessible to everyone.
Right now, LAist has lost $1.7M in annual funding due to Congress clawing back money already approved. The support we receive from readers like you will determine how fully our newsroom can continue informing, serving, and strengthening Southern California.
If this story helped you today, please become a monthly member today to help sustain this mission. It just takes 1 minute to donate below.
Your tax-deductible donation keeps LAist independent and accessible to everyone.
Senior Vice President News, Editor in Chief
