Palos Verdes Estates, the master planned community

The Master Plan for the Palos Verdes Project had been originally drafted by Charles Cheney of the architectural firm Omsted Brothers. Cheney arrived on the scene about 1921, brought in by the then-developer of the Palos Verdes Project Edward G. Lewis, with whom he developed Atascadero in 1913. Mr. Lewis had also developed the master planned community of University City, Missouri. Cheney was a leader in city planning, He was director of the National Conference on City Planning, and had experience in many other California cities. The father of the Olmsted Brothers designed Central Park in New York. The Olmsted Brothers also designed the street layout of the city of Torrance.

Planning for the Project included all aspects including the street system, zoning, lot sizes, and planned landscaping. Frederick Law Olmsted, Jr., in a 1923 report, explained landscape design for the northern entrance to Palos Verdes Estates:

“I advise against a large plaza or any other marked demonstration at the property line where it would be liable to be spoiled by developments in contact with it outside the property. I think the most effective treatment at the entrance will be to plunge directly into the wood of Eucalyptus through an opening as narrow as would be practicable and dignified (since the flanking masses are not tall enough to be impressive if the opening is very wide) and after passing through this sylvan gateway for a considerable distance then widen out into an impressive demonstration where the view of the valley and hills and sea can burst upon one.”

After Frank Vanderlip re-took control of the project from E.G. Lewis in early 1923, he continued to direct Mr. Cheney in planning the Palos Verdes Project.

Original Plan for the Palos Verdes Project, then referred to as Palos Verdes Estates, with the large open area in the center planned for the Southern Branch of the University of California ( UCLA)

The original master plan envisioned three major business centers in Malaga Cove, Valmonte, and Lunada Bay, with minor business centers in Margate, Miraleste, and Montemalaga, however only those in Malaga Cove, Lunada Bay, and Miraleste were constructed.

In addition to the early planned districts of Valmonte, Malaga Cove, Margate, Lunada Bay and Miraleste, there were several other planned districts, now part of Rancho Palos Verdes, called “Telarana” (near the Point Vicente lighthouse), “Taravel” (near Long Point), “Cabbrillo” (near Portuguese Bend) and “Altamira” (near the Peninsula Center shopping center). The original master plan was one of the best examples of urban planning of its day, and included architectural restrictions to maintain the Mediterranean design of the Project. These deed restrictions, now enforced by the Palos Verdes Art Jury, are still in effect in Palos Verdes Estates and the Miraleste area of Rancho Palos Verdes.