Chapter 3: Suburban pioneers

Overview

They came by the thousands and stood in line to meet with a salesman and pick a home from a map. When they moved in, they found that they had to turn their dreams into a community of neighbors.

When Lakewood Park's publicist Don Rochlen presented the plan for the new community to the Long Beach City Council in 1950, he encountered skepticism and outright laughter. “Who are you going to sell all those houses to – the jackrabbits?” teased one city councilman. The other council members exploded into loud guffaws.

Rochlen had no answer to the councilman's question. Still uncertain about the appeal of a community built so far from a city center and with no established civic institutions, Rochlen left the meeting wondering why he had agreed to take on the thankless job of publicizing Lakewood Park.

Rochlen didn’t need to worry, however. A few months later, thousands of husbands and wives flocked to the Lakewood Park sales office, eager to begin making new lives in new neighborhoods.

Prospective buyers waiting in a long line in 1951Buyers waited in long lines in the Lakewood Park sales office during the first weeks of home sales in 1950.

Prospective homeowners were attracted to Lakewood Park for many reasons: year-round outdoor living, the family-oriented amenities that the planned community offered, and Lakewood’s convenient location to jobs. (A closer look at the reasons why "original residents" chose Lakewood)

Most of all, they were attracted by the affordability of the homes. According to Lakewood Park Sales Manager Harry Rothberg, “Lakewood Park has given families good housing at prices for which they could get nothing but slums on the rental market. They have nice homes. They are rearing their children in wholesome surroundings. They are acquiring property. And the monthly outlay is only from $44 to $56, including principal, interest and insurance.”

The 1944 Servicemen's Readjustment Act (also known as the GI Bill of Rights) guaranteed that veterans could get home loans with no down payment and a 30-year mortgage at only 4% interest.

“Veterans, wake up! Your dream home is here,” crowed one Lakewood Park advertisement. Another featured a young boy enthused over his family’s new purchase. “We just bought a slick two-bedroom home for $44 a month and no down payment because pop’s a veteran!” “Dreaming of the good life?” beckoned another advertisement. “Living in beautiful Lakewood is more than owning a home … it is a new and better way of living.”

In mid-1950, home prices ranged from $7,575 for a two-bedroom, 825-square-foot house to $9,075 for a three-bedroom, 1,050-square-foot house. (The “mutual home” plan, adopted in 1951 under war-time credit restrictions, initially required a down payment of $695 for a two-bedroom house and $795 for a three-bedroom house.)

Buyers could purchase a Norge refrigerator, an O’Keefe & Merritt gas range, and a Bendix “Economat” automatic clothes washer for less than $3 a month as part of their mortgage payment.

Advertising sign shows low monthly paymentsMonthly payments of $44 were low but so were average wages in 1950.

Although the terms were good, it was still a struggle for many families to afford their new home. “When you put your little check down for your down payment, it was like signing away your life,” recalled original homebuyer June Tweedy. “It seemed like a lot in those days.”

Although it required many sacrifices, homeownership was a dream come true for Lakewood’s original buyers, most of whom had never before owned their own home. According to a 1952 study by Federal Housing Administration District Director H.V. Davidson, about 75 percent of Lakewood Park's new residents were first-time homeowners.

“Owning your own home … to have a place of our own was very, very special,” reminisced original resident and former city council member Jackie Rynerson. She moved to Lakewood in 1952 with her husband Bud, a World War II veteran, and two children with one more on the way.

In addition to advertisements promising a dream home, the developers of Lakewood Park attracted buyers by erecting a 100-foot-tall steel derrick topped with a bright, war-surplus beacon and strung with more lights. The tower stood next to the Lakewood Park sales office on Lakewood Boulevard. Once there, parents could drop off their youngsters in a fenced playground while they waited their turn to speak to a salesman.

On the first day of sales, on March 24, 1950, an estimated 30,000 people lined up walk through a row of seven model houses. (Six months later, there were nine models.) By the end of April, more than 200,000 people had flocked to the Lakewood Park sales office and more than 1,000 families had purchased homes – 30 a day on average.

The first new resident of Lakewood Park was Navy veteran Jim Huffman and his family. They moved in on July 16, 1950. By the following May, 7,200 more families had followed them.

Brightly lighted tower rises over the Lakewood sales officeThe brightly lighted tower at on Lakewood Boulevard could be seen for miles.

Home seekers waited in long lines on weekends to buy what one salesman called “just a pin on a map” – a home that was not yet built. Inside the sales office, there were more than 30 cubicles for processing sales applications with 35 salesmen working in two shifts so that the sales office could stay open from 9 am to 10 pm.

By August 1950, the sales office was open until 11 pm on some nights to accommodate late shift workers at the Douglas Aircraft plant. In February 1952, there were two sales offices to serve prospective buyers of the remaining Lakewood Park homes and the new tract of Lakewood Park Mutual Homes.

For Harry Klissner, a Lakewood resident in 1954 and a reporter for the Lakewood Enterprise newspaper, Lakewood Park did more than sell homes. “When any salesman sold a Lakewood Park, Carson Park or Lakewood Mutual home," Klissner wrote, "he also sold the idea of Lakewood as a community. One of the early results of this type of salesmanship was that the average newcomer ... developed a sense of community pride in Lakewood.”

 

 

 

 

 


A closer look at Lakewood stories

In 2003 in preparation for the city’s 50th anniversary of incorporation, Lakewood residents were asked to tell their own stories through a program called “Take Your Place in History.” Hundreds of participants wrote of moving to Lakewood, finding a new neighborhood, and building friendships and commitments that had in many cases lasted more than 60 years.