EMLL initially tried to book Arena Nacional, the premier boxing venue in Mexico City, but the promoters would not let him rent it, forcing Lutteroth and EMLL to take up residence in Arena Modelo, an abandoned and run-down facility that Lutteroth was able to use as his home base. The concept of Lucha Libre quickly became very popular, so much so that the EMLL 1st Anniversary Show drew a sold-out crowd of 5,000 paying fans. In 1934, an American wrestler debuted in Mexico under a black leather mask, and Lutteroth dubbed him La Maravilla Enmascarada or "The Masked Marvel". In the United States the concept of the masked wrestler was more of a mid-level attraction, but the reaction to La Maravilla Enmascarada led to Lutteroth and EMLL officials to introduce more masks, starting with a wrestler known simply as El Enmascarado ("The Masked Wrestler"), and later El Murciélago Enmascarado ("The Masked Bat"). Through the use of the masks and ring characters EMLL helped create the sacred position of the mask in "Lucha libre", making it the ultimate status symbol for "luchadors". In the early days of EMLL, most of the top names were Americans, but with time EMLL introduced several Mexican natives that became so popular that they began to main-event most of the EMLL shows. To expand their business, EMLL began working with a number of local wrestling promoters across Mexico, allowing them to use the EMLL name and some of their contracted wrestlers while also gaining access to local wrestlers in return. Each booking office was independent of each other, but the main office in Mexico City had the final say if there were disputes over who would be able to book certain wrestlers.