The Oakland Floral Depot
The Oakland Floral Depot was our very first preservation project. The absolute jewel of an Art Deco building, designed by Albert Evers in 1931, is clad in cobalt blue and silver terra-cotta tile. It had been vacant for many years when we learned that it was being considered as a location for a department store development, and that while there was talk about retaining just the decorative doorway as the entrance to the retail establishment, the building would have to be demolished, along with the other small shops attached to it.
We were a small and fairly new organization at that time, and when we appeared at the City Council meeting to protest the redevelopment of the property, the Council Members chuckled when we said we were representing the Art Deco Society of California. One of them spoke up and said he had never heard of us. We realized that to have any sort of presence in these meetings we would need to make a name for ourselves, and also to bring media attention to the area which we felt was ripe for restoration, not demolition.
To that end, our first Art Deco Preservation Ball was not only a celebration of the glorious Paramount Theatre restored a decade earlier, but a means of attracting publicity for the entire six blocks of Broadway and Telegraph with its beautiful but decaying structures. We put the news media guests as well as potential donors and sponsors in vintage cars and drove them around the blocks so that they could see the Floral Depot and the Fox Theatre in their sad state, but then back to the glamorous Paramount to make the point that the entire neighborhood could become something revived and beautiful.
It took many years of waiting, but the building was spared, tenants were found, and the chic and delightful Flora restaurant opened in the space that had been the Floral Depot.
The Orinda Theatre
It would be hard to imagine the town of Orinda without its landmark neon sign, but the proposal to tear down the theatre to build a shopping center would have destroyed this treasure.
Originally built in 1941 by Donald Rheem and designed by Alexander Cantin, it was shuttered in 1984. The Art Deco Society of California joined the Friends of Orinda Theatre to raise funds and awareness for it. We were on hand to celebrate when Allen Michaan convinced developer Clark Wallace to build some small shops and restaurants around the structure, and also to preserve the architecture and add two small theatre spaces while retaining the lobby and main auditorium. We were there with vintage cars in front and a cheering crowd of enthusiasts in vintage attire, not only when the theatre was magnificently restored, but also for its 75th anniversary event.
Today, the theatre has been compromised by the pandemic, but thanks to a robust GoFundMe campaign and inventive ideas like selling popcorn, renting out the marquee for announcements, and looking ahead to live performances as well as films when restrictions are lifted, the Orinda Theatre still rises proudly in the middle of town. ADSC feels proud to have been a part of that preservation effort.
The Fox Oakland Theatre
Sometimes historic preservation must endure decades of neglect, followed by as many years of effort to bring a landmark back to life. Such was the case with the amazing Fox Oakland Theatre. Built by the team of Weeks and Day in 1928, it was shuttered in 1970. In 1978, the theatre was in terrible shape, and it was auctioned off to the highest bidder, who happened to be preservationist Erma De Lucchi, who paid just $340,000 in the hopes that it could be saved. Allen Michaan once again got involved for a time, but ultimately it was purchased by the City of Oakland in 1996.
A passionate, well organized, and well funded group called FOOF (Friends of Oakland Fox) began a campaign to raise 75 million dollars. With the leadership of real estate giant Phil Tagami and the very energetic Pat Dedekian, the effort began and the Art Deco Society of California pitched in in a variety of ways. We sold posters, did fundraising, and when the restoration project finally began, we were there to do what we have become famous for: lining the street with vintage cars to drive up the VIPs and having a crowd in vintage attire to pose for the news media. The Decobelles served as tour guides and hostesses for prospective donors at an elegant dinner at Flora, and when the project was finally, finally complete in 2009, we had the honor of putting together the Gala re-opening, and the Decobelles performed on the main stage.
Today, the Fox Oakland is a major music venue, operated by Another Planet Entertainment, as well as the Oakland School for the Arts. The restoration signaled a great rebirth of the Uptown area, and ADSC is proud to have played a part!