CRAIG BULLOCK
The transformation of Burbank from rural town to manufacturing center
was a brought on by the growth of the region and some clever
marketing by some creative Burbankers looking to secure the economic
success of the city. The arrival of the Moreland Motor Truck Company
in Burbank proved to the opening of the manufacturing era in the
city.
In 1917, Watt Moreland, head of the Moreland Motor Truck Company,
planned to open a new truck manufacturing plant in the Los Angeles
area. He had selected Alhambra as the site of his new plant, and
began negotiating with the city for the purchase of the land. Ralph
O. Church, an early Burbank activist who led the successful drive to
bring the Pacific Electric Car to Burbank, read of Moreland's move to
Los Angeles in the newspaper and had other ideas about where the
manufacturing plant should be located.
Church knew time was of the essence, and he enlisted fellow
Burbank activist Maurice Spazier to help him convince Moreland that
Burbank -- not Alhambra -- was a better site to build the
manufacturing plant. Church and Spazier captured Moreland's attention
by offering a suitable site for the plant at no cost. Moreland, not
wanting to pass on such an opportunity, stalled negotiations with
Alhambra and began to scout Burbank for a suitable site.
The first site explored by Moreland was on the corner of Flower
and Verdugo avenues. This site, however, proved to be unsuitable. The
most suitable site for the manufacturing plant turned out to be on
the corner of San Fernando Road and Alameda Avenue. The parcel was
owned by Henry Luttge, who sold the 25-acre parcel for $25,000.
Church and Spazier spearheaded the efforts to raise the money, and
deeded the property to Moreland. The manufacturing plant, along with
its good-paying manufacturing jobs, was to become a reality in
Burbank.
Construction on the $2-million plant commenced immediately, and
the plant opened in March of 1920. It was one of the largest
developments in the region and the largest in Burbank at the time.
The manufacturing plant was immense and efficiently designed, and
sprawled over the entire 25-acre parcel. The administration building
contained the general offices, kitchens, cafeteria, assembly and club
rooms along with the engineering department. The manufacturing
buildings boasted nearly 50% windows to allow proper ventilation, as
well as lighting, to create a clean and safe working environment.
Those buildings were used for the testing, manufacturing, painting
