Can you believe this unpaved farm road became the Miracle Mile? In the early 1920s, Wilshire Boulevard west of Western Avenue was just that. Dairy farms and bean fields stretched as far as the eye could see. Then came A. W. Ross.
He saw potential for a commercial district rivalling downtown Los Angeles. The name “Miracle Mile” first appeared in local newspapers on January 27, 1929. Ross’s vision was to cater to automobile traffic, not pedestrians. He designed the street and buildings accordingly.
Ross introduced several firsts to Wilshire Boulevard. These included dedicated left-turn lanes and timed traffic lights. He required merchants to provide parking lots. Retail giants like Desmond’s and May Co. flocked to the Miracle Mile. Ross made sure building facades were visible from a windshield. Larger signs and bolder designs became the norm. Architectural ornamentation was perceptible at 30 MPH. These practical needs shaped Art Deco and Streamline Moderne styles.
His moves were unprecedented and influential. Ross invented the car-oriented urban form. Reyner Banham called it “the linear downtown” model. This model was later adopted across the United States. Ross’s work contributed to Los Angeles’s car-centric reputation. A bust of Ross stands at 5800 Wilshire. It reads: “A. W. Ross, founder and developer of the Miracle Mile. Vision to see, wisdom to know, courage to do.”
Wealth and newcomers poured into the Miracle Mile. It became one of Los Angeles’s most desirable areas. It was acclaimed as “America’s Champs-Élysées”. This stretch of Wilshire near the La Brea Tar Pits earned its name due to its rise to prominence.
Shopping malls and downtown development lessened the Miracle Mile’s retail importance in the 1960s. However, the area regained vitality. Museums and commercial high-rises were added. Today the Miracle Mile is home to Museum Row.
The Los Angeles County Museum of Art or LACMA and the Petersen Automotive Museum call the Miracle Mile home. Craft Contemporary, the George C. Page Museum, and the La Brea Tar Pits pavilions are here too. The Academy Museum of Motion Pictures is in the former May Company Department Store. It was designed by Renzo Piano.
The Deco Building at 5209 Wilshire is a landmark. It was built in 1929 in Art Deco style. It is listed on the National Register of Historic Places. Morgan, Walls & Clements designed it. They also designed the Wiltern Theatre and the El Capitan Theatre.
The Miracle Mile contains two Historic Preservation Overlay Zones. One covers 1,347 properties. The other primarily consists of single-family residences. The Los Angeles Metro’s D Line subway is being extended along Wilshire Boulevard. Three new stations are expected to open in 2025. La Brea Station, Fairfax Station, and La Cienega Station are coming.
Landmarks abound here. These include SAG-AFTRA, the El Rey Theatre, and 5900 Wilshire. The Zachary All building stands at 5467 Wilshire. The Olympia Medical Center is nearby. Johnie’s Coffee Shop is a popular filming location. It even served as Bernie Sanders’s campaign office.
The Miracle Mile truly is a testament to vision and transformation. It’s a place where the past and present blend seamlessly. From bean fields to museums, the Miracle Mile continues to evolve.