HOLIDAY TRADITIONS in the Los Angeles Flower District Past and Present...

Written by Anna Marie Jehorek | Interview with Jon Prechtl

From garlands to wreaths to poinsettias and parades, the traditions, joy, and excitement of the season are in full bloom at the Original Los Angeles Flower

The Los Angeles Flower District is a hub of activity during the holiday season with the Original Los Angeles Flower Market at the heart of the festivities. From long-standing customs to new and evolving ones, there is much to experience in this vibrant district, and even more to discover in the people who make it happen. Travel with us as we explore the past and present holiday traditions of the Los Angeles Flower District.

The Alhambra Nursery in the early 1920s, established in 1893. 

Alhambra Historical Society Collection.

The Flower Basket of America

Southern California was called “The Flower Basket of America” by Florists Review Magazine in 1944, and nowhere is this more readily apparent than in the Los Angeles Flower District during the Christmas season. With its roots dating back to the District’s origins in 1913 and the subsequent opening of the OLAFM’s current location in 1923, the two wholesale markets and multiple storefront flower shops situated from Seventh to Eighth Streets on Wall Street make up not only the largest wholesale flower district in America but also an important part of Los Angeles’ holiday traditions.

Top: These five little girls posed in Guiseppe and Aurelia Gorini’s tulip farm in the 1920s. In the back row at left is an unknown friend. To her left are Dorothy Willard (now Trowbridge), Anna LeeGorini (now Gallizio) and Inez Ghigo. The dark-haired girl in front is Lena Gorini (now Pianta). Center: In the back row, Mrs. Gebhard Prechtl (grandmother to Jon Prechtl, who worked as manager for Mellano & Company) and Lavina Groen (wife of C.J. Groen, the rose grower) pose in 1927 with Mrs. Groen’s baby Sylvia (now Sylvia Foltz) and her big sister, Julia. Mrs. Prechtl’s daughter Erika is at left. Bottom: Anna Lee Gorini-Gallizio (in bonnet) with a worker in the Gorini tulip field, 1930s.

Gebhard Prechtl in his lily field, early 1940s.

Special Memories of the Los Angeles Flower District

Jon Prechtl, Secretary of the Flower Exchange Board of Directors, recalls some of his favorite holiday experiences. Prechtl, a third-generation flower seller, began working in the Flower Market as a teenager in February 1965. Over the years he has seen many changes in the industry, but what always remains is the magic and exhilaration that fills the OLAFM during the holidays.

Prechtl vividly remembers the anticipation of waiting as a child for his father to return home from the Market on Christmas morning so he could open his presents. The holidays were always busy, and vendors would often work into the early hours of Christmas day. In years past, requests for flowers during the holidays were mostly for red roses, and red, white, or peppermint carnations. As the market began carrying more imported flowers, the amount and styles changed, but the joy and beauty of the season always remained.

Paul Ecke Sr in the Ecke poinsettia fields, 1940s.

Another of his cherished holiday memories is the Rose Parade. According to Prechtl, there was no time to rest after Christmas as they would all be occupied with the preparations for the Rose Parade. Whether it was running greenery to a float or filling in space with flowers, they were always busy with the arrangements.

Several celebrities have also made holiday visits to the OLAFM. A particularly fond memory Prechtl has involves supplying actor Dan Haggerty aka Grizzly Adams’ annual charity holiday event with greenery. The actor was friendly, down to earth, and truly appreciated how their greens added to the holiday celebration.

Continuing Traditions and Future Holidays

The time-honored tradition of celebrating the season with flowers, greenery, poinsettias, wreaths, and festive arrangements is alive and thriving in the Los Angeles Flower District. Moreover, the holiday season isn’t strictly between Thanksgiving and New Year’s. Holiday traditions continue throughout the year with Valentine’s Day, Mother’s Day, Birthdays, and many other special occasions seeing growth in requests for fresh and innovative types of floral arrangements.

Prechtl suggests that the increasing trend of giving flowers is leading to a change in the way people celebrate holidays. More parties, gatherings, and small social get-togethers are likely to include the gesture of giving flowers as a gift.

Photo credit May’s photo - right with wreath.

No Place Like OLAFM for the Holidays

The Los Angeles Flower District is a bustling place during the holiday season, filled with cherished memories, enduring traditions, and excitement. This special location is home to a veritable “Who’s Who of the Flower Industry,” its vendors are eager to move forward into the future, helping individuals, businesses, and families create new and happy holiday traditions with flowers.

Kelly Husserl, WestCoast Photo.