|
Don Diego Clock Tower - A Beloved Icon is Threatened
January 2017
By A. Hayes & Ann Jarmusch
 The Don Diego clock tower at the Del Mar Fairgrounds is slated for demolition in early 2017 due to a 10-year-old historical assessment that doesn't recognize the cultural and architectural significance of this outstanding Googie style modernist resource. A highly visible and popular meeting place of generations of Del Mar Fairgrounds visitors, it has been a favorite regional icon for 63 years.
The clock tower and its three tile murals of Don Diego were completed in 1954 to promote the character that symbolized the Del Mar Fair. To reinvigorate the fair back in 1946, an artist created the legendary Don Diego, who is based on a real man: Don Diego Alvarado. He lived during the late 19th century and came from a family with substantial land near what is now Del Mar. Known for hosting lavish parties, Don Diego was well-suited as inspiration for the fair's ambassador. The tile murals portray a smiling ranchero with a guitar and a striped sarape draped over one shoulder. His sombrero provides the circle for the clock.
There's been a loud outcry from preservationists and many residents who grew up with Don Diego and have indelible memories about the clock tower. The media have leaped on this important story. Neighborhood Historic Preservation Coalition President Dan Soderberg launched a Save the Don Diego Tower page on Facebook, where you're invited to voice your support, reminisce, post photos, and record your stories.
The 2006 historical assessment says this Googie style building warrants only "consideration in the planning process," but it doesn't explain why this unique structure wouldn't qualify for either the National or California historical registers. Yet the building survey record, prepared as part of this assessment, highlights the clock tower's historical integrity and the increasing rarity of this type of architectural style. In addition, the report doesn't evaluate the historical significance of the tile murals, or the cultural relationship to Don Diego Alvarado.
 The Googie style, which originated in Southern California, grew out of post-war optimism. With colorful imagery and forms ranging from atomic and space age to light-hearted fun, the style served to advertise businesses, especially restaurants and coffee shops. The clock tower embodies this style in its upswept, mid-century roofline that resembles a pair of wings supported by slender metal posts. The three murals installed high overhead telegraph the building's role as a landmark and comfort station. It is unusual in its incorporation of adobe style.
The clock tower is increasingly valuable, as many Googie style buildings in San Diego and Los Angeles have been razed because their architectural and cultural value wasn't appreciated until recently.
Since the clock tower report is now 10 years old and the evaluation of this iconic building is incomplete, SOHO is calling for a new historical assessment before a demolition permit is granted. As the towering face of the Del Mar Fairgrounds, the familiar structure has both architectural and cultural significance that will be lost to the region if allowed to be demolished.
All photos above by Sandé Lollis
|
2024
2023
2022
2021
2020
2019
2018
2017
2016
2015
|
