Today we discuss The Marcella, who once flaunted her classical order on Flower (she is Italian, please be advised the C in her name is not pronounced s as in sell, but like ch as in chin). See how her name beckons, proud but not haughty, from her entablature? She wants to take you in and protect you under that great cornice with her large corbels. Despite her imposing presence, she is warm, and welcoming; the wide porches bespeak grace, and the timberframe vernacular on the bays coo cozy by the fire lad, there’s good feelings in mortise and tenon.

But don’t speak of fire. Fire struck the Marcella in October of 1912, sending well-to-do ladies like Mrs. L. M. Harvey to Pacific Hospital after having leapt from upper stories. Other occupants hustled (stricken with panic; see below) and scantily attired into the street. Marcella owner C. F. Holland states he’s looking at $3,000 ($65,983 USD2007) in damages, $2,000 to the rugs and furniture alone.

Above photo borrowed from the "A Visit to Old Los Angeles" website

January 13, 1913 was opening day for the Northern Hotel, a fireproof, 10-story establishment of 200 rooms with baths, built by F.W. Braun (wealthy president of the Braun corporation, dealers in assay and chemical lab equipment) and designed by his favorite architect W.J. Saunders.

It stood on the site of the old 3-story Carling Hotel, which the thrifty Mr. Braun ordered moved to the rear of a lot on the west side of Flower Street, just south of Court Street; Saunders was also reported working on a 3-story addition to the front of the old building to give it a modern face onto Flower.

Location: 310 Clay Street

Date: April 11, 1914

Claude Mathewson lived and died by the philosophy "The better the day, the better the deed." He'd often slip this bon mot into conversation in the basement dives of Spring Street, and if his tipsy companions didn't know what the hell he meant in life, they got an inkling today as he lays dead.

At the time of his death Claude was joint proprietor of the Hotel Lorraine with his paramour Nellie Buck, aka Nellie Murdock, the black-haired Irish of 24 who was known as "The Most Beautiful Woman on Spring Street" -- a phrase that damns as it praises, for it is a certain kind of woman who frequents the rowdy cafes of this avenue.