The Long Beach Heritage 2013 Loft Walk Will Feature Art Deco Architecture

share this:

2013 Loft Walk Art Deco architecture will be featured on this year’s Long Beach Heritage Loft Walk of the Insurance Exchange building, Saturday, March 2, 2013, which includes a one hour Big Red Bus tour of historic Downtown buildings. Hosted appetizers will be provided at Congregation Ale House prior to the tour and wine tasting, with appetizers, will be held in the Insurance Exchange Building Penthouse following.

There are three separate tours beginning at 4:30 p.m, 5:30 p.m. and 6:30 p.m. The evening will begin with hosted appetizers at Congregation Ale House, 201 East Broadway, Long Beach, where tickets will be held. Immediately following, noted Art Deco historian, John Thomas, will provide historical commentary on the BIG Red Bus as it tours Art Deco and historic sites including the Lafayette, Villa Riviera, Cooper Arms, Breakers, Walker Building, Kress Building Newberry’s, International Tower and the Wilmore and returns to the Insurance Exchange for a building tour. The evening concludes with wine tasting and appetizers in the Penthouse. There will be opportunity drawings for gift certificates from Downtown businesses and restaurants.

The Insurance Exchange Building, listed on the National Register of Historic Buildings, was built in 1925 to house the Middough’s Boys Shop and called the Middough Building. Designed by architect, Harvey Locheridge, it is an example of Downtown’s finest terra cotta structures. Polychrome ornamentation of bas- reliefs of griffins, sea serpents, boys at play and floral swags, tiles and friezes decorate the building exterior. The building is also noted for its significant Art Deco interior. The eight story building was the city’s largest office building at the time and also included the Superior Court. It was sold, for the first time, by owners, Way and Lorne Middough in 1931 and renamed the Insurance Exchange. In 2002, application was made for adaptive reuse as a condominium with restaurants on the ground floor. It is an integral part of the Promenade Redevelopment.

Tickets are $ 50.00 for members, $ 55.00 for non-members and $ 35.00 for students. Reservations can be made via credit card on Pay Pal by going to Checks can be mailed to Long Beach Heritage, P.O. Box 92521, Long Beach California 90809. Please include your selected tour time and phone number. Tickets will be held at check in at Congregation. For additional information, please call 562493-7019 or visit the web site at


2 Responses to “The Long Beach Heritage 2013 Loft Walk Will Feature Art Deco Architecture”