MIRACLE MILE

THE EVOLUTION OF A STREET

Women shopping at the intersection of Miracle Mile and Ponce de Leon Blvd, 1952. Image courtesy of Coral Gables Historical Resources.

The story of Coral Gables’ signature street, Miracle Mile, is one of leadership, resilience, and adaptation. By learning about the street’s evolution, one can understand how the new streetscape master plan, scheduled to break ground this spring, is a necessary part of the street’s lifecycle and how advancements such as these have the ability to shape and make a place. Today, with over 150 ground floor businesses on the Mile and hundreds more upper-level office spaces, the future of the Mile will greatly impact the economic vitality of Coral Gables and surrounding communities.

Many individuals and groups helped to establish, brand and improve the Mile over the decades. In the 1920s, City founder George Merrick established the business section of Coral Gables and planted seeds for its healthy development. In the 1940s, after the lackluster years of the Great Depression and World War II, a handful of developers and businesses invested in and rebranded the area, and in 1955, as a result of their efforts, the four-block strip of Coral Way was officially renamed “Miracle Mile.”

Though outside factors, such as competing shopping malls and economic slumps, threatened the area over the second half of the century, the Mile has prospered through the organized efforts of progressive property and business owners who formed the Miracle Mile Merchants Association in the 1950s and then eventually established the Business Improvement District in 1997. This exhibit aims to honor the movers and shakers of Miracle Mile’s past and celebrate the vitality of its future.

Miracle Mile: The Evolution of a Street is curated by Caroline Parker Santiago, Interim Director and Victoria Gonzalez, Curatorial Assistant.

1920s

The Foundation for Main Street, Coral Way

George Merrick, founder of the 1920s planned community of Coral Gables, determined the location for the commercial section of the City at the eastern edge of the city limits. A lesser known fact is that in the early planning stages before transforming his family’s Coral Gables Plantation into the City of Coral Gables, Merrick considered developing the Country Club Prado section at the City’s western border as the City’s downtown. After purchasing land east of LeJeune Road and considering all the benefits associated with a commercial section located at the eastern city limits, including closer proximity to the then-established towns of Miami, Brickell, and Coconut Grove, Merrick strategically laid the foundation for the area known today as Downtown Coral Gables.

Merrick designated areas for residential, commercial, civic, institutional, educational, and recreational. The development of a downtown, which had everything a resident needed – medical offices, furniture stores, ice store, gas station, garage, post office, city hall, police and fire stations – and wanted – restaurants, horse stables for recreational riding, talkie film venues – fulfilled Merrick’s vision. Coral Gables became the ideal place to live, work, and play.

Unfortunately, the 1926 hurricane and the Great Depression that followed slowed construction of George Merrick’s Coral Gables and the downtown area struggled until the next wave of post-WWII developers entered the scene with renewed energy and ambition.

133 – 169 Miracle Mile. In 1926, Merrick began construction of the Colonnade, which was intended to host the largest, most impressive Sales Center (now the Westin Colonnade Hotel) for the Coral Gables Corporation, at the intersection of Miracle Mile and Ponce de Leon Boulevard. Merrick hired Phineas Paist, Walter De Garmo and Paul Chalfin to design the building. It was substantially completed when the bottom fell out of the real estate market in 1927. Image courtesy of Coral Gables Historical Resources Department.

Colonade Building, at the intersection of Coral Way and Ponce de Leon Boulevard, March 1, 1927. Manley S. Brower, photographer. Image Courtesy of HistoryMiami, X-0331-1

405 Biltmore Way. In 1928, the City of Coral Gables constructed City Hall at the intersection of LeJeune, Biltmore Way and Miracle Mile. Architects Harold Steward and Phineas Paist, modeled the building after the 19th century Philadelphia Exchange Building. Image courtesy of Coral Gables Historical Resources Department.

George Edgar Merrick (1886–1942), planner and developer of Coral Gables marches along what is to become Miracle Mile. Image courtesy of Coral Gables Historical Resources.

In 1925, Merrick arranged for a fleet of coral pink streetcars (trolleys) to arrive in downtown Coral Gables carrying dignitaries to the sound of a full orchestra. Opening of Coral Gables trolley line, May 1, 1925. William Fishbaugh, photographer. Image courtesy of HistoryMiami Museum, x-0081-1.

On April 30, 1925, the new trolley made its first run from downtown Miami. F.W. Webster, George E. Merrick, Mayor Edward “Doc” Dammers, Jack Baldwin and Telfair Knight proudly stand before a fleet of trolleys. Image courtesy of Coral Gables Historical Resources.

1940s

Making of Miracle Mile

In the 1940s, the young developers and business owners of Coral Gables saw the unfulfilled potential on the four-block commercial strip of Coral Way between LeJeune Road and Douglas Road. Several landowners sought out to rebrand the area as a high-end shopping destination – a “Miracle Mile.” The concept of an outdoor shopping mall was a trend sweeping the nation. Several local constituents seized the opportunity to revive the downtown area by rebranding its main street.

George Zain, “Father of Miracle Mile”

George K. Zain and his wife Rebyl Zain were the original visionaries for the high-end shopping boulevard concept of Miracle Mile. In 1930, George and Rebyl worked together in an advertising firm in Washington DC. In 1937, they moved to Florida and began purchasing land with the intent to develop it into what is now known as Coral Gables’ “Miracle Mile.” It was in the mid-1940s that development began on Miracle Mile by the Zains and thus, the savvy businessman George Zain was nicknamed the “Father of Miracle Mile.” In 1950, George Zain put into action his revolutionary “Zain Plan” that consisted of new off-street parking to resolve the parking problems in Coral Gables by leasing the land behind the small businesses on Coral Way to the City to build the parking garages we see today. In the 1960s, the City dedicated a plaque in his honor located at the western entrance of Miracle Mile.

Street view of Miracle Mile from City Hall looking east in the 1940s shows an emerging development with one-to-two story modern-style commercial buildings, bus transportation, parking lots, and trees that are the remnants of the natural landscape. Image courtesy of Coral Gables Historical Resources.

Street view of Miracle Mile from Ponce de Leon Blvd looking west in the 1950s shows a 1920s Mediterranean style buildings mixed with 1940s modern style buildings, as well as raised pavement markers that predated the median landscape project. Image courtesy of History Miami Museum, 1995-410-106.

George and Rebyl Zain at the Zain Plaque dedication, circa 1960s. Image Courtesy of Margot B. Friedman

Plaque in commemoration of George and Rebyl Zain, circa 1960s. Image Courtesy of Margot B. Friedman.

George Zain’s Dream: Certainly No Folly!. Image Courtesy of Margot B. Friedman.

Albert H. Friedman, “Mr. Miracle Mile”

Albert H. Friedman first came to Miami in 1932 as a millinery purchasing agent and met his future wife, Rose. Later, the two were married in Kentucky, then moved to Pittsburgh. In 1944, by the encouragement of George Zain, the couple moved their high-end women’s clothing business down to South Florida and opened one of eight stores on Coral Way in the City of Coral Gables. At the time, Miracle Mile was just a big, wide curbless street. Mr. Friedman was trying to acquire new business in 1954 when he met with J. Baldi of J. Baldi’s Salon, Sam Weissel of Sam’s Taxi Co. and Carroll Seghers, proprietor of Carroll’s Jewelers, to form the Miracle Mile Merchants Association. In 1980, he was declared “Mr. Miracle Mile” by Mayor William Chapman. In 1982, the City dedicated a plaque in his honor located at the western entrance of Miracle Mile.

Albert Thanking the Rotary Club and the City of Coral Gables.

Rose and Albert Friedman standing in front of the plaque dedicated 1982

Albert H. Friedman & Mayor William Chapman

For his unwavering love and support you will be always be in our hearts

Friedman Dedication 1982

News Media of the day interview.

Interior of Albert Friedman’s shop, Ro’al’s, before it was fully stocked and opened in 1947. Image courtesy of Margot B. Friedman.

Promotional photograph of a woman wearing the clothing sold in Ro’al’s, circa 1950s. Image courtesy of Margot B. Friedman.

Photograph of woman standing in front of Ro’al’s. Image Courtesy of Margot B. Friedman.

Albert H. Friedman Gallery

Portrait of Albert H. Friedman. Image Courtesy of Margot B. Friedman

Program from the Miracle Mile Plaque Dedication, 2006. Courtesy of Margot B. Friedman.

Sam and Mildred Weissel, Developers

Sam and Mildred Weissel purchased the former Coral Gables Administration Building at the southeast corner of Ponce de Leon Blvd and Coral Way (offices of George Merrick) and opened Sam’s Service Station in its place. Sam’s Service Station offered a complete service including taxi, travel, and baggage for hire. The couple also had a U.S. post office in the station and lived in an apartment upstairs. Sam’s Silver Fleet of Taxies were easily recognized going up and down Coral Way. The Weissels often provided free services to University of Miami professors. As their own business grew, the Weissels developed more areas of the Mile and became landlords to many local businesses. They were one of the first Jewish families in Coral Gables to make significant contributions to the development of downtown and betterment of the community. When the City became interested in pieces of their property for the creation of public parking garages, the Weissels and other property owners agreed to sell the land back to the City at cost understanding the importance of the creation of public parking to the success of the downtown area. Later, in the ‘90s, they were instrumental in their partnership with the City and Wometco to turn the Miracle Theatre into a regional live theatre venue. The Weissels had a progressive business sense and a strong commitment to the community.

Blueprint (north elevation) for a commercial building on the 300 block of Miracle Mile commissioned by Sam and Mildred G. Weissel. Architect is H. George Fink, cousin of founder George Merrick and most prolific architect in Coral Gables. Courtesy of the City of Coral Gables.

Photograph of commercial property built featuring J. Baldi Salon, Carroll’s Jewelers and Norman’s, some of the area’s earliest and most successful businesses, 1949. Courtesy of Coral Gables Historical Resources.

Portraits of Sam and Mildred Weissel. Image courtesy of Judy Weissel.

Sam’s Service Station on the southwest corner of Ponce de Leon Blvd. and Miracle Mile, November 26, 1934. Courtesy of Ron Gabor.

Merchants on the Mile

Bolado’s Clothier

Bolado’s Clothier stages photograph to publicize their move from Ponce de Leon Blvd. to Miracle Mile, 1968. Bolado’s Clothier 314 Miracle Mile. Image courtesy of Jose Bolado, Jr.

Bolado’s Clothier founder Jose Bolado, Sr. at the counter of his early store location Bolado’s Clothier 314 Miracle Mile Image courtesy of Jose Bolado, Jr

Jae’s Jewelers

Mr. George Hornik and wife and business partner Mrs. Helena Hornik in their store Jae’s Jewelers on Miracle Mile, circa 1950 Jae’s Jewelers 237 Miracle Mile. Image courtesy of The Hornik Family.

J. Baldi’s Salon

Jimmie Baldi, hairstylist to the stars, stands with his son. J. Baldi’s Salon 330 Miracle Mile. Image courtesy of Judi Ashworth.

Jimmie Baldi, hairstylist to the stars, at J. Baldi’s Salon 330 Miracle Mile. Image courtesy of Judi Ashworth.

The Miracle Theatre

The Miracle Theatre opened its doors with the premiere of “The Return of October” an American comedy film starring Glenn Ford and Terry Moore, 1948. Miracle Theater 280 Miracle Mile Image courtesy of Actors’ playhouse at the Miracle Theatre.

Actors performing on stage in “Man of la Mancha,” Actors’ Playhouse’s first production, 1988. Miracle Theater 280 Miracle Mile Image courtesy of Actors’ playhouse at the Miracle Theatre.

Carroll’s Jewelers

Storefront of Carroll’s Jewelers on Miracle Mile, 362 Miracle Mile. Image Courtesy of Steven, John and Bob Morman.

Gentlemen in Carroll’s Jewelers, circa 1950s. From left to right – Robert Shipley, founder of the American Gem Society; Robert B. Moorman, Sr., former V.P. of Carroll’s Jewelers; Charles Maney, Carroll’s Jewelers appraiser; Carroll Seghers, founder of Carroll’s Jewelers. Carroll Seghers used to work for George Merrick as a real estate agent prior to the hurricane of 1926. Carroll’s Jewelers 362 Miracle Mile Image courtesy of Steven, John and Bob Moorman.

Interior of Carroll's Jewelers

Carroll's branded vehicles

Albert Friedman in front of -Albert Friedman Award- given to Bolado’s, 2000. Courtesy of Margot B. Friedman.

Carroll's Jewelers receiving the Albert Friedman Award, 1999. Courtesy of Margot B. Friedman.

Article in the Coral Gables Gazette honoring Carroll's-Jeweler-for receiving the Albert Friedman Award, 2001. Courtesy of Margot B. Friedman.

Albert Friedman Awards goes to Jae's Jewelers

Albert Friedman Award goes to Snows' 2002

1990s

BUSINESSES UNITE

In the 1990s, it was three businesswomen pioneers who convinced local merchants and developers to form the Coral Gables Business Improvement District (BID), an independent taxing district that would be an advocate for property owners and merchants in Downtown Coral Gables as well as handle marketing and advertising focused on the area. Founding members Jeanne Becker, Judith Weissel and Diane Brant walked from store to store to educate property owners and merchants about its benefits. The Coral Gables Chamber of Commerce held numerous seminars about the BID that were open to the public. The City of Coral Gables and Miami-Dade County jointly assisted in collecting and tallying the election ballots. In July 1997, a majority of the property owners voted the BID into effect. Thereafter, a volunteer committee was formed to hire the BID’s first Executive Director, Ms. Renee Verhoff.

The Business Improvement District originally encompassed property from Douglas Road to Le Jeune Road (east–west) and Aragon Avenue to Andalusia Avenue (north-south). In November 2007, due to the overwhelming demand from businesses just outside the northern boundary of the district, the geographic area was expanded one more block to the north to include Giralda Avenue. The Business Improvement District (BID) of Coral Gables’ mission is to promote commercial vitality to Miracle Mile and Downtown Coral Gables, and to act as a strategic catalyst for the overall improvement of the area through the implementation of marketing and advertising programs and engagement in the form of advocacy. It was the Business Improvement District that led the charge for a new streetscape for Miracle Mile and Giralda Avenue.

Jeanne Becker, founder of Becker Public Relations, was the Chairman of the Coral Gables Chamber of Commerce (‘93-’94) when the idea to create the Business Improvement District (BID) first surfaced. Becker and Chamber of Commerce members researched the need for an independent taxing district that would be an advocate for property owners and merchants in Downtown Coral Gables as well as handle marketing and advertising focused on the area. In 1995, Becker visited a Business Improvement District in Denver, Colorado, which served as a model for what she would later bring to Coral Gables.

Diane Brant was a Coral Gables Chamber of Commerce member and owner of Reminiscence Gift and Antique Store on Miracle Mile. She was well-respected for running a successful business and working tirelessly to make downtown Coral Gables a more beautiful place to shop and dine. Reminiscence was in business on Miracle Mile for over two decades and closed in 2014. She was a big influence and catalyst in the formation of the BID.

Judith Weissel is a member of the Sterling family, one of the first Jewish families to come to Miami in the 1930s. She married Roy Weissel, son of developers Sam and Mildred Weissel, in 1960. Weissel was an elementary school teacher for more than 10 years and became very involved in the community. After Mildred retired in the 1990s Judith managed the properties on the 200 and 300 block of Miracle Mile (southside). Following an unsuccessful attempt to form the Business Improvement District (BID) by Chamber of Commerce members, Judith was asked to assist and helped persuade other property owners and business owners to see the value in the creation of a BID. She has served on the executive committee and the board of directors of the BID from its founding to the present.

Milestones

Many significant development decisions helped to advance and shape the character Miracle Mile over the years. In 1950, the landowners entered into a long-term lease agreement with the City for the creation of public parking garages and lots on the streets behind Miracle Mile. In June 1970, in response to the proposal to close Coral Way to vehicular traffic, the Miracle Mile merchants and property owners made it known through a petition that they were unequivocally opposed to closing the street. In April 1980, the City Commission approved the concept of an improvement program for Miracle Mile and the downtown area. In 1982, the Commission approved a project that included planting 700 trees along Miracle Mile and repaving crosswalks with concrete instead of tile. In the 1980s, the historic preservation movement was at large in Coral Gables and the public was voicing concern over modern high rises changing the character of the downtown area. In response, a 70 feet (three stories) height restriction was placed on properties fronting the Mile.

A great example of this restriction at work is the historic 1926 Colonnade building – The building was showing signs of deterioration, and the existing zoning laws that allowed for buildings substantially bigger than the Colonnade also threatened it. In a winning solution for the all, architects Spillis Candela and Partners designed a 1987 high-rise addition to the backside of the building, which added office, hotel and parking space to the building section fronting Aragon Avenue while keeping the historic low-rise building section fronting Miracle Mile intact. In 1999, the City constructed the median which features additional landscaping. In 2002, a public charrette was sponsored by the City of Coral Gables to discuss and address public concerns over downtown development, and many residents, business owners, and urban planning professionals expressed the need for wider pedestrian sidewalks. Input from this public process helped fuel and inform the upcoming 2016 streetscape master plan.

Street view of Miracle Mile from Ponce de Leon Blvd looking west in the 1950 shows a 1920s Mediterranean style buildings mixed with 1940s modern style buildings, as well as raised pavement markers that predated the median landscape project. Image courtesy of HistoryMiami Museum, 1995-410-106.

View of Miracle Mile looking east, circa late 1950s - early 1960s. Image courtesy of Coral Gables Historical Resources.

View of Miracle Mile looking west from Ponce de Leon Blvd., circa 1950s. Courtesy of History Miami Museum, Miami News Collection, 1989-011-4173.

View of Miracle Mile, 1949. Image courtesy of Coral Gables Historical Resources

View of Miracle Mile looking west from Ponce de Leon Blvd., 1940. Courtesy of HistoryMiami Museum, Miami News Collection, 1989-011-4174.

Street view of Miracle Mile from City Hall looking east in the 1940s shows an emerging development with one-to-two story modern-style commercial buildings, bus transportation, parking lots, and trees that are the remnants of the natural landscape. Image courtesy of Coral Gables Historical Resources

2016 STREETSCAPE MASTER PLAN

Miracle Mile and Giralda Avenue will be undergoing a revival beginning this Spring 2016. The City hired award-winning New York-based architecture and urban design firm Cooper Robertson to design the $21 million streetscape master plan. Miracle Mile’s new design will feature dramatically wider sidewalks, covered in a multi-hued granite meant to resemble a cloud-dabbed South Florida sky. Curbs will be removed and the street edge defined by low stone bollards and a lush, densely layered tree canopy. Garden-like spots for lingering will occupy every corner and mid-block street crossing. Street parking will shift from angled to parallel and more valet areas will be added for ease of parking.

Cooper Robertson, which was founded in 1979, boasts an impressive list of projects including the New Whitney Museum, University of Miami Master Plan, NYC Resiliency Initiative, Pratt Institute, New York Botanical Garden, Museum Park Miami, MGM Las Vegas, Gateway Arch Museum, and Guggenheim Helsinki.

THANK YOU

Margot B. Friedman

The Coral Gables Museum wishes to extend its deep appreciation, especially to one of its founders. Margot B. Friedman came to Coral Gables in the early 1990’s and became a member of the community. An invaluable sponsor to this project, her dedication and enlightenment is highly commendable to vital historical preservation of The City Beautiful. Highlighting those unmatched pioneers whose transfiguration, creatively and unselfishly showed the working way forward for the good, the city, and its community. By placing their magnificent dreams in their lifetimes, they transformed Coral Gables early for us all, and as looking back into the future that meets us here today, we gratefully say ”Thank-you”, for the dreams that turned into our “City beautiful” the place to be a magical treasure, Coral Gables.

This exhibit is sponsored in part by Cooper Robertson, the architecture and urban design firm for the 2016 Miracle Mile streetscape master plan. The Coral Gables Museum wishes to acknowledge the business and individuals who contributed to this exhibit production: City of Coral Gables Historical Resources Department, The Lynn and Louis Wolfson II Florida Moving Image Archives, HistoryMiami Museum, Coral Gables TV, Coral Gables Business Improvement District, Cooper Robertson, Actors’ Playhouse at the Miracle Theatre, Bolado Clothiers, Jae’s Jewelers, Snow’s Jewelers, Earl Jackson AIA, Burton Hersh, Margot B. Friedman, Judy Weissel, Jeanne Becker, Steve Moorman and Ron Gabor.

Copyright

The Coral Gables Museum (the “Museum”) retains all rights, including copyright, in data, text, and any other information contained within the “Miracle Mile: The Evolution of a Street”Exhibit (the “Exhibit”). This Exhibit is copyrighted by the Museum, or by third parties from whom the Museum has obtained permission to publish their materials. Any use of this Exhibit, including modification, transmission, presentation, distribution, or reproduction, is strictly prohibited. You may not display or download portions of this Exhibit for any non-commercial, commercial, or educational purposes. Any prohibited use or publication of this Exhibit may result in criminal or civil liability under United States Federal copyright laws.