Burbank Enclave Entrepreneurs Have Heritage of Sticking Together

Long recognized as one of the city’s sleepier commercial districts, Magnolia Boulevard from Hollywood Way to Buena Vista Street is getting a long-needed face lift. Merchants say city officials have finally come to realize what shoppers long ago discovered--that the area has unofficially evolved into an antique row.

“As importers from England, we moved the store here 16 years ago because we wanted close proximity to the studios,” said Sandy Crabb, owner of the Victorian Rose, one of the street’s largest antiques stores.

In addition to selling antiques--mostly furniture--Crabb says one-quarter of her business consists of renting distinct pieces to the studios.

“In a good year, we’ve had over 40 productions we’ve worked with,” she said.

The huge antique coffee grinder in the coffee bar on NBC’s “Frasier” came from her store, for example.

“We rented it to them and they eventually bought it,” Crabb said.

She says another reason for moving to the quiet commercial district was because a handful of other antiques stores was located nearby, including the White Elephant, which has done business on Magnolia for 22 years.

Others point to the quaint, small-town feel of the district as the main attraction.

Carol Roberts, owner of Five Sisters, an antiques store that specializes in linens, furniture and glassware, says she was always attracted to one particular building, where the Rancho Flowers and Garden Shop is located at 2522 W. Magnolia Blvd.

“The charm of the building was fabulous, and I always wanted the building,” Roberts said.

Three years ago Roberts, a longtime collector and dealer, got part of the building--the back--and operates her store there. She’s one of 10 to 12 antiques dealers who have decided to gamble their fate on an area of Burbank that for years has been less than eye-appealing.

“It’s an area that never gets any attention,” said Laree Adel, owner of Best of Times, which specializes in antique linens and old costume jewelry.

That’s about to change. City bulldozers appeared recently, tearing up sidewalks on several of Magnolia’s side streets.

“We’re working to increase parking in the area,” said Greg Herrmann, principal planner for the city of Burbank.

The plan is to offer diagonal parking along three to four side streets in just the half-block stretch from Magnolia to the alleyway that runs behind the commercial district.

The city also has changed the zoning ordinance along Magnolia to make it more pedestrian-friendly--bringing signs down to pedestrian scale, limiting sizes of new buildings, requiring new businesses to have window fronts rather than blank facades.

“The idea is to encourage greater development of antiques stores and other kinds of retail,” Herrmann said.

Is the city finally cozying up to these already cozy little establishments? Shopkeepers aren’t convinced.

“Every time we try to set stuff out on the sidewalk to show our wares, the city is here complaining,” said Jeri Claridge, the manager of Love, Lost & Found on Lima Street, just off Magnolia.

Claridge also says the city has been lax in notifying her store about road construction for the diagonal parking spots. She says the store often closes shop rather than subject customers to fighting their way past bulldozers.

Roberts, of Five Sisters, agrees. Not only does the city limit her from setting items on the street, but it also requires a permit to put a sale sign out.

“They haven’t really done anything to make this area thrive,” she said.

Crabb, of the Victorian Rose, says the city has long missed out on promoting an area that should be considered prime, given its proximity to the film studios and Burbank Airport.

“They should have made this street their primary thrust,” she said, “but it takes someone with lots of imagination who could see the potential.”

Herrmann says planning officials are considering further steps to help the merchants, including a zoning ordinance that would allow store owners to apply for a yearly permit to use public sidewalks for merchandise display.

In addition, nearly $1 million in federal monies allotted for earthquake improvements will be used to put in new trees--some of the towering ficus trees will be replaced with ornamental trees--street benches and pavers, he said.

Such measures may succeed in attracting new shoppers to an area heavily dependent on loyal customers.

“Ninety percent of our business is either repeat business or referral,” said Crabb.

The Northridge earthquake was also a boon, she said; it “stimulated business because people were replacing things that had broken.”

Crabb and other retailers say business is improving with the continued strong economy. Luis Gonzalez is optimistic--he recently bought the building that houses his Madrid antiques store.

“I like being here because it’s clean and quiet,” said Gonzalez, who sells furniture, crystal, silver and jewelry.

Foot traffic along the boulevard remains sluggish, especially during summer’s heat. But it’s the loyal customers who have kept things perking.

“For novice antiquers, this area is better than average,” said Charles Phillips, a serious collector. “For myself, I can always usually find something at Madrid’s.”