Intl. Notebook Jun 1 2012
Neon light glows in Los Angeles restaurant for 70 years, but not as brightly as the chain's former owner.

There’s a story on the wires right now about a neon light that was left burning for 70 years. Found in a Los Angeles restaurant, the light had gotten sealed behind a women's restroom wall during one of the place's many renovations. The owner of the restaurant, who uncovered the light when he recently decided to remodel anew, was shocked to find it plugged in and functioning. He estimates that the electricity consumed over the decades cost about $17,000. All very interesting. But what’s really fascinating about this story is the restaurant itself—Clifton’s Cafeteria.

Though none of the stories we saw mentioned it, Clifton’s was a chain of restuarants that was historically noteworthy for important reasons. The original branch, located on Olive Street, started as a beautiful Spanish revival building but was transformed into a fantastic, jungle-themed, one-of-a-kind example of programmatic architecture. The exterior, which you see below, featured cliffs, working waterfalls, and hanging tropical plants. These sorts of specialized structures that served as their own advertising were popping up all over Southern California, but this was a particularly gaudy and effective conversion. The newly junglefied eatery was named Clifton’s Pacific Seas.

Clifton's adopted a pay-whatever-you-can-afford policy. There was even a neon sign on the front of the building that told customers to “Pay what you wish.” This was during the crushing years of the Great Depression and, needless to say, Clifton’s Pacific Seas became a hot spot,giving away thousands of meals for free each month. The policy continued until the proprietor, Clifford Clinton (not Clifton) opened a place for needy customers called the Penny Caveteria in a nearby basement (he came up with the name by combining “cave” and “cafeteria”).

It’s worth noting that Clifford Cliinton had business acumen. He had calculated exactly what margin of profit he needed to earn per plate to make Clifton’s Pacific Seas viable, and had enough full price customers to maintain that level. His approach would be heresy by today's standards, which dictate that corporations must make the most possible profit by any means neccessary (usually by squeezing workers and dodging taxes). Despite the radical approach, Clifton’s did more than merely survive—it thrived. It went on to become a chain of eateries run by generations of family members, and Los Angeles residents never forgot Clinton’s generosity at that first Clifton’s, and made the other locations popular for decades.

The original Clifton's is now a parking lot, but we wanted to make sure at least one story about the uncovered neon light mentioned the special history of the chain, and paid respect to Clifford Clifton, who was the real light in the darkness. We probably don’t need to point out that nothing even remotely like the original Clifton’s Pacific Seas could happen today, and indeed, we live in such hardhearted times thatif a restaurant adopted a pay-what-you-can-afford policy, it's easy to imagine some loud-mouthed cable pundit excoriating the owner for helping the undeserving or having socialist beliefs. That isn’t a nice thing to believe about modern day America, but does anyone really doubt it’s possible? 


History Rewind
The headlines that mattered yesteryear.
December 15
1944—Bandleader Glenn Miller Disappears
World famous big band leader Glenn Miller, who was flying from England to Paris in a small plane, disappears over the English Channel. One theory holds that his plane was knocked down by bombs jettisoned from bombers passing high above after an aborted raid on Germany, but no cause of his disappearance is officially listed, and no trace of Miller, the crew, or the plane is ever found.
1973—Getty Heir Found Alive
John Paul Getty III, grandson of American billionaire J. Paul Getty, is found alive near Naples, Italy, after being kidnapped by an Italian gang on July 10, 1973. The gang members had cut off his ear and mailed it to Getty III, but he otherwise is in good health.
December 14
1911—Team Reaches South Pole
Norwegian explorer Roald Amundsen, along with his team Olav Bjaaland, Helmer Hanssen, Sverre Hassel, and Oscar Wisting, becomes the first person to reach the South Pole. After a celebrated career, Amundsen eventually disappears in 1928 while returning from a search and rescue flight at the North Pole. His body is never found.
December 13
1944—Velez Commits Suicide
Mexican actress Lupe Velez, who was considered one of the great beauties of her day, commits suicide by taking an overdose of sleeping pills. In her note, Velez says she did it to avoid bringing shame on her unborn child by giving birth to him out of wedlock, but many Hollywood historians believe bipolar disorder was the actual cause. The event inspired a 1965 Andy Warhol film entitled Lupe.
1958—Gordo the Monkey Lost After Space Flight
After a fifteen minute flight into space on a Jupiter AM-13 rocket, a monkey named Gordo splashes down in the South Pacific but is lost after his capsule sinks. The incident sparks angry protests from the American Society for Prevention of Cruelty to Animals, but NASA says animals are needed for such tests.
Featured Pulp
japanese themed aslan cover
cure bootleg by aslan
five aslan fontana sleeves
aslan trio for grand damier
ASLAN Harper Lee cover
Four Aslan Covers for Parme

Reader Pulp
It's easy. We have an uploader that makes it a snap. Use it to submit your art, text, header, and subhead. Your post can be funny, serious, or anything in between, as long as it's vintage pulp. You'll get a byline and experience the fleeting pride of free authorship. We'll edit your post for typos, but the rest is up to you. Click here to give us your best shot.

Pulp Covers
Pulp art from around the web
Pulp Advertising
Things you'd love to buy but can't anymore Vintage Ads
About Email Legal RSS RSS Tabloid Femmes Fatales Hollywoodland Intl. Notebook Mondo Bizarro Musiquarium Politique Diabolique Sex Files Sportswire