Connecting the Dots: Bus Service between Riverside and the Coachella Valley

In terms of bus service, Riverside County can be divided into three parts:

  • Western Riverside County, from the border with San Bernardino and Orange Counties to the San Gorgonio Pass (Beaumont/Banning). This area includes the City of Riverside, which is the county seat.
  • Coachella Valley, including Palm Springs, Desert Hot Springs, La Quinta, Indio, Coachella, etc.
  • Palo Verde Valley: City of Blythe near the Arizona border.

Local bus service (Riverside Transit Agency, Sunline Transit, and Palo Verde Transit) within each of these areas developed in the mid-1970s. However, none of these agencies connected with each other. For example, to travel from Riverside to Palm Springs required the use of a private carrier (usually Greyhound Bus Lines).

Although Greyhound provided relatively frequent service, it was not always convenient for passengers making shorter trips, such as between Western Riverside County and the Coachella Valley. Therefore, the transit agencies considered implementing an interconnecting bus route between Riverside and Palm Springs as early as 1978. Such a route presents several challenges. The distance between the two cities is long, about 56 miles. Also, the route would go through areas that were (and, to some extent, still are), lightly populated, limiting opportunities to pick up passengers. Both these challenges make such a service expensive to operate.

The first attempt to link the two areas was in mid-1989. Sunline Transit started operating a new route #31, which provided a commuter service from Banning to the Coachella Valley. The bus left Banning at 6:13 a.m., arriving in the Coachella Valley at about 7. The return trip left about 4:45 pm, getting back to Banning by around 6 p.m Most of the Coachella Valley stops were at hotels; the service was obviously meant for hotel workers living in Banning to get to their jobs in the Coachella Valley. There was even a stop at a day care center in Banning so that parents could drop off their children before continuing on to the Coachella Valley. Route #31 lasted for about six months, then it was canceled by the end of the year. (I was only made aware of the route when, in March 1990, I was traveling through Banning and noticed a Sunline bus stop sign that had not been removed yet.)

Sunline #31
Sunline #31

In early 1992, RTA and Sunlink officials held a joint meeting in Banning. The purpose of the meeting was to determine ways in which the two agencies could work together. Most of the discussion centered around ideas such as using the other agency’s buses in an emergency, or perhaps joint purchases of buses, fuel or other equipment. However, I presented a plan to connect the two agencies with a bus route serving Riverside, Moreno Valley, Banning, Beaumont and Palm Springs. The general managers of both RTA and Sunline seemed genuinely interested in my proposal.

In mid 1995 or 1996, RTA extended a bus route, #35 between Moreno Valley and Beaumont. Many transit advocates (myself included) thought this route was a precursor to full Riverside-Palm Springs service.

Sunlink

Sunlink Bus
 

By the late 1990s, discussion started up again about service between the Coachella Valley and Riverside. Sunline Transit decided to implement a new service, known as Sunlink, that would provide express service from points in the Coachella Valley to Downtown Riverside. The service, which featured tractor-trailer Superbuses, started in January 2000.

Originally, Sunlink was intended as an extension of Metrolink commuter rail service between Los Angeles and Riverside. The Superbuses, which were originally used on commuter routes between Los Angeles and Orange County, were equipped with a restroom, coffee machine, snack bar, and outlets for laptops.

Fares were considerably more expensive than local or even express bus service: $8 each way, or $12 for a round trip. (In a first for California, buses featured credit card readers for passenger convenience). The high fares, as well as the limited number of trips (generally about five or six round trips per weekday) kept ridership low. Sunline tweaked with the route and schedules, adding stops at the Morongo Casino, the outlet mall in Cabazon, and the V.A. Hospital in Loma Linda. But ridership stayed anemic and Sunline, concerned about high per-passenger subsidies on the route, canceled Sunlink in April 2004.

(Not?) the Return of Sunlink

After the death of Sunlink, those needing to travel between Riverside and Palm Springs were forced back on to Greyhound. But Greyhound had significantly cut back schedules over the past decade, and, even worse, lost its lease on its Palm Springs station in 2007. The replacement stop, the Amtrak station just south of Desert Hot Springs, is in an inconvenient location, and poorly served by local transit.

This time, Sunlink planned to cooperate with RTA. Two of RTA’s Commuterlink #210 runs between Banning and Riverside would be cancelled and replaced with Sunlink’s commuter route, which would at the Palm Desert Mall. From Banning westward, the Sunline bus would make all of the existing #210 stops. Fares would be reasonable; $3 (the current Commuterlink fare) from Palm Desert to Banning or from Banning to Riverside; the full trip would cost $6. Some potential riders have expressed concerns about the schedule and the lack of connections between the new commuter service and Sunline’s existing services (the commuter bus would leave Palm Desert before any Sunline locals could connect to it).

Public hearings and other preliminary tasks are currently underway at both RTA and Sunline; service could start in September 2012.

Proposed Sunline extension of RTA #210
Proposed Sunline extension of RTA #210

References:

1976 Riverside County Subregional Short Range Transit Plan. Riverside County: Planning Dept., 1976

Riverside County Short Range Transit Plan, 1979-1983. Riverside, CA: S.n., 1978.

“Commuter Bus Service to Begin Monday.: Desert Sun, Jan 29, 2000.

http://www.charlesphobbs.com/transit/sunlink.html (retrieved June 12, 2012)

Gabbard, Dana. “Sunline Trip Report.” Transit Advocate, March 2003.

Trone, Kimberly. “New Year Brings Revised Bus Schedule.” Desert Sun, Dec 20, 2003.

____, “Sunline Scraps Commutes Outside Valley.” Desert Sun, April 5, 2004.

Frith, Stephanie. “Greyhound’s gone, but what’s next?” Desert Sun, Jul 2, 2007

http://www.sunline.org/pub/agenda/2012/STA_Apr.pdf (page 23 of PDF)

http://www.sunline.org/pub/agenda/2012/STA_Apr.pdf (page 18 of PDF)

Atagi, Colin. “Palm Desert-Riverside bus route eyed by SunLine Transit Agency.“ Desert Sun, Apr 22, 2012.

_____. “SunLine Commuter Bus from Palm Desert to Riverside a possibility.” Desert Sun, May 30, 2012

_____. “Residents Discuss Commuter Bus Line to Riverside.” Desert Sun, Jun 7, 2012.

 

Wallich’s Music City

In September 1973. at the age of 8, I had started taking piano lessons. And a trip to Wallichs Music City in Torrance, at the corner of Hawthorne and Artesia.meant another chance to supply my voracious appetite for new sheet music. (Nearly 40-years later, I still have many of those John Brimhall piano books!)

Historical Background

Glenn Everett Wallachs, the son of Union Pacific accountant Oscar Wallichs, was born on August 9, 1910 in Grand Island, Nebraska. He became highly interested in both electronics and music. At the age of 10 he built a tiny radio inside of a sewing thimble.

In 1926, the family moved to North Hollywood. Glenn continued to tinker with radios and music. Glenn installed an Atwater-Kent radio in a Model T Ford, possibly the first car radio in Los Angeles. He made some money by installing radios in cars. During the Depression he worked a series of jobs selling radios until 1940, when he opened a music store, called “Music City,” at the corner of Sunset and Vine in Hollywood.

In 1946, Glenn left the business to his brother Clyde and, with singer Johnny Mercer and actor Buddy DeSylva, founded Capitol Records. Clyde instituted several innovations. He put the records in self service bins, allowing customers to select their own records rather than having a clerk retrieve them from a back room. More famously, he installed listening booths where people could hear records before deciding to buy them.. Splashy newspaper advertisements, catchy radio jingles, and a hit chart showing which records sold the most during a given week, attracted an increasing number of customers to Wallichs’ Music City.

About one third of the stores’ floor space was devoted to records and tapes, another third to consumer electronics (televisions and stereos) and the remainder to pianos, organs, band instruments and sheet music. The 1950s and 60s brought expansion to various suburban locations—Lakewood, the San Fernando Valley, Orange County, West Covina and Torrance, with plans to open stores in Santa Monica and Pasadena.

Wallachs evenopened a store in Downtown Los Angeles, but it was not particularly successful and it closed in 1964. Like Glenn’s experiment with installing a radio in a car, Wallichs’ Music City was the product of the Automobile Age.

The Sunset and Vine location was the place to be. Musicians, actors and other celebrities could be seen shopping or perhaps listening to the latest records in one of the booths. A customer might walk in off the street, and see Judy Garland, Bing Crosby, Nat King Cole, or maybe even Elvis. A young Frank Zappa worked part time at the store. Radio DJ’s often broadcast their shows live from the store. It was the place to be for anyone in the music industry….or who wanted to become a part thereof.

In Suburbia

But “Our” Wallichs’, the store in Torrance, was far away from the glamor of Hollywood. To me and my family, it was a place to buy sheet music,  reeds and other band instrument supplies, and maybe take a look at the new pianos, organs and televisions on display. Wallichs was also my first encounter with a “video game” called “Pong…”

 

A Nat King Cole Store in a Led Zeppelin World

My last visit was probably late 1976, to buy a music book for a concert….I didn’t know it at the time, but Wallichs’ day in the sun was fading fast. One source of competition, at least for recorded music, was discount stores such as White Front, Gemco, K-mart, and  Zodys. These stores would sell an LP for as low as $4, while Wallichs kept to its standard price of about $7, insisting that customers would pay the higher price because of the higher level of service. Well, not necessarily.

In the 1970s, stores specializing in stereo equipment (Pacific Stereo, Federated Group), recorded music (Tower Records, Wherehouse, Licorice Pizza) and keyboard instruments (Colton Piano and Organ, Sherman Clay) came on the scene. These new stores attracted a younger and hipper crowd. Wallichs Music City now just seemed old fashioned, full of older console-style television sets and stereos, in an era where portables and component sets were becoming more popular. And the clerks still wore jackets and ties as they did in the 1950s, whereas a Wherehouse or Licorice Pizza salesperson would  likely be wearing blue jeans.

The famed listening booths fell victim to the increasing costs of maintaining the demo collection—and people shoplifting the records.

Finally in 1976 Wallichs started offering discounted prices on records, got rid of the jackets and ties on clerks, and renovated stores. But to no avail. In March 1977, Wallichs Music City, nearly $1.6 million in debt to suppliers, filed Chapter 11 bankruptcy.

Wallichs’ Music City closed its doors for good in January 1978, save for one or two liquidation sales. The site of the Sunset and Vine store was, for a time, a studio for the “Merv Griffin Show.” It’s now a mixed use development, consisting of apartments and a shopping center.

The shakeout in both the electronics and music worlds continued through the years. 30+ years after the demise of Wallichs, we buy our electronics at Best Buy, our musical instruments and supplies at Sam Ash, and our recorded music … online, mostly.

 

References

“Wallichs Maps Plans to Expand Disk Outlets.” Billboard, Dec 1, 1956, p. 15

Leap, Norris. “One Day Wallichs Awoke, Found Himself Millionaire.” Los Angeles Times, Jan 5, 1959.

“Wallichs Buys 3d Disk Outlet in L.A. Area.” Billboard, Apr 6, 1959, p. 3

Alpert, Don. “Stereo.” Los Angeles Times, Feb 28, 1960

“$127 Million in Downtown Projects Okd.” Los Angeles Times, June 24, 1960

“Wallichs Will Mark 30th Anniversary.” Los Angeles Times, Dec 11, 1960

Zhito, Lee. “Wallichs’ Music City Lifts Policy; to Cut LP Prices.” Billboard, January 30, 1961, p. 2

“Dealers Air LP Discount Views.” Billboard, Mar 13, 1961, p. 18

Zhito, Lee. “Earphone Doubles Music City Sales.” Billboard, November 6, 1961, p. 22

“Music Firm Will Build In Torrance.” Los Angeles Times, Jun 30, 1963

“Clyde Wallichs Sells Interest in Music City to Other Stockholders.” Billboard, March 2, 1963,  p. 8

“6,000 Attend Store Opening.” Los Angeles Times, Nov 24, 1963

“Coast Chain Starts Selling Components.” Billboard, December 14, 1963

“Business Wrap-Up.” Billboard, July 4, 1964, p. 35

Tiegel, Eilot. “Los Angeles Market Booms.” Billboard, Oct 17, 1964, p. 40

“Airway Saturation.” Billboard, Oct 17, 1964, p. 40

“Organ Hobby Lesson Plan Now Available.” Los Angeles Times, Apr 4, 1965

“Music City Buys Chain.” Billboard, July 15, 1967, p. 19

Weber, Bruce. “8th Wallichs is Opened.” Billboard, Nov 11, 1967, p. 62

Turpin, Dick. “New Kind of ‘Downtown’ in Making.” Los Angeles Times, Mar 10, 1968

Freedland, Nat. “Wallichs’ ‘New Look’ Spurs Music City Chain’s Profits.” Billboard, December 18, 1971, p. 3

“Capitol Records Head, Glenn E. Wallichs, Dies.” Los Angeles Times, Dec 24, 1971

Dexter, Dave. “Glenn E. Wallichs—A Fond Farewell.” Billboard, January 8, 1972, p. 3

“Wallichs Music Filed For Protection Under Chapter 11.” Los Angeles Times, Mar 9, 1977.

Sippel, John. “Wallichs Stores File Bankruptcy.” Billboard, Mar 19, 1977, p. 10

Siegel, Barry. “It’s Bankruptcy Blues at Music City.” Los Angeles Times, March 29, 1977

Sippel, John. “Investor Quartet Refloats Wallichs.” Billboard, May 14, 1977, p. 5

Tepper, Ron. “The Eyes of the Industry Watch L.A. Retailing.” Billboard, November 15, 1980, p. LA-46

Ryon, Ruth. “Merv Griffin Buys Hollywood Corner.” Los Angeles Times, Nov 3, 1983

Ryon, Ruth. “Developers Gamble on Spring Fever.” Los Angeles Times, Oct 12, 1986.

Grein, Paul. “The Story So Far, From the Beginning.” Billboard, Jun 13, 1992, p. 48

AMERICAN MONTAGE – 151 “Long-Lost Hollywood”  http://www.youtube.com/watch?v=bxxH-GWmNJo

http://martinostimemachine.blogspot.com/2009/09/glenn-wallichs-owned-biggest-record.html

http://www.variety.com/article/VR1117907759