After 90 years, Vine American’s colorful windows will shutter
SEASONAL AND HOLIDAY items line multiple aisles inside the store.
After 90 years of serving the community with everything needed to make a fabulous party, Vine American Party Store will be closing by the end of 2024. Owner Leslie Macias has been going to the store at 5969 Melrose Ave. since she was 5.
She started working there in 1979, as a teenager living on Cole Avenue, became co-owner and then transitioned to being the sole owner.
Macias’ favorite feature of the store is “the seasonal changes. I especially like Halloween and fall. Owning the store has been a good ride.”
It is with a heavy heart that she has to close, she tells us. The road has been difficult since the recession of 2008 and was complicated by the time of the COVID-19 shutdowns. Now her landlord has put the building up for sale, forcing the closure.
When the store first opened 90 years ago, it supplied the Windsor Square and Hancock Park areas with party rentals in addition to decorations. Over the years, the store has worked with local clients such as Nickelodeon and Paramount Studios in addition to nearby families.
BALLOON BOUQUETS, ready for delivery, are displayed by Dakota Macias.
ICONIC PAINTED WINDOWS of Vine American along Melrose Avenue.
The Chronicle also learned that the iconic, vibrant and colorful windows along Melrose Avenue, which change with the holidays and seasons, used to be actual window displays, similar to Macy’s in New York City. According to Macias, the windows were designed by a local set decorator.
OLAF GREETS customers at one of the birthday aisles.
The store has been the go-to destination for every holiday, such as St. Patrick’s Day, New Year’s Eve and Halloween, as well as celebrations such as birthdays, weddings and graduations. Over the years, rentals of tables, chairs and other party equipment disappeared. The store now provides party essentials such as decorations, plates, napkins, favors and, of course, balloons.
In fact, balloons have kept the store afloat. Dakota Macias, Leslie’s son, has worked at the store for the past 10 years. He concurs with his mom that, “Halloween is still my favorite” time to be in the store. He continues, “New Year’s Eve is chaotic. We have to blow up thousands of balloons. Restaurants order 500 balloons at a time.”
Once the store is closed, his mom is hoping to open a small space in the neighborhood just to sell balloons. She claims there aren’t any other balloon blowers in the Hollywood area. She has a lead for one potential location. Stay tuned.
Category: Entertainment