In 1910 the neighborhood was laid out between Wilshire Boulevard on the north and Pico Street on the south, west of the Los Angeles Country Club. It was served by the Pico Street streetcar line. The unimproved lots offered by developer Emil Firth ranged from 50 to 100 feet on the street and were 171 feet deep. The streets were 70 feet wide, with 15-foot sidewalks and parkways, which were to be planted with palm trees and flowers. Ornamental electroliers were to be placed every 300 feet. Lot prices ranged from $1,000 to $2,500.