Hollywood Neighborhood

Welcome to Portland’s Hollywood District — where history meets heart. Tucked into the city’s northeast, Hollywood is a vibrant neighborhood with deep roots, named after its crown jewel: the iconic Hollywood Theatre, a 1926 movie palace that still dazzles audiences today. But this district is more than just neon lights and vintage charm — it’s a community that’s been growing, adapting, and celebrating together for over a century. From its boom as a streetcar-era shopping hub to its thriving small businesses, historic landmarks, colorful murals, and one of the nation’s oldest children’s parades, Hollywood has always been a place of connection.

 

1800s-1920s: Early Beginnings

Long before Portland’s founding, the land now known as the Hollywood District was home to Chinookan-speaking Indigenous peoples, including bands of the Multnomah and Clackamas tribes. These communities lived, traveled, and traded throughout the region for generations, and a Native trail once followed the path of what is now NE Sandy Boulevard. That same trail later guided settlers and streetcars, shaping the neighborhood’s future. While this land was never ceded through treaty, it was eventually claimed under U.S. law and settled by pioneers.

The Hollywood District’s settler-era roots trace back to the mid-19th century. The land was originally part of a Donation Land Claim owned by pioneer Joseph Backenstos, and was assigned to his widow in 1866. By the 1890s, maps labeled the area as the “Crook Tract,” and early in the 20th century it remained sparsely developed farmland with just a few homes and dirt roads. In 1907, the tract was platted into the Rose City Park subdivision as Portland expanded eastward. A pivotal moment came in 1906, when the Rose City streetcar line began running along NE Sandy Boulevard, linking the area to downtown. This transit connection spurred residential growth and attracted new families to what was then called “Hollyrood” (after Scotland’s Holyrood). By the 1910s, community infrastructure was emerging — notably Fire Engine Company No. 28 opened a station on Sandy in 1912 (initially horse-drawn, then motorized by 1920) to serve the growing population. These early developments laid the groundwork for a thriving neighborhood, even before “Hollywood” got its famous name.

1920s: Hollywood Is Born

The roaring 1920s brought the defining chapter in the district’s history. In July 1926, local investors Claude Jensen and John von Herberg opened the Hollywood Theatre – an opulent 1,500-seat movie palace – on Sandy Boulevard . The theater’s extravagant design (a Spanish Colonial Revival exterior with a flamboyant terracotta tower) immediately wowed Portlanders . Rose City Park residents were so impressed by the new cinema that they renamed their neighborhood “Hollywood” in its honor . The name change marked the district’s arrival as a destination. The Hollywood Theatre quickly became an anchor of community life, hosting silent films, live vaudeville shows, and even civic events like war bond drives . Surrounding the theater, a commercial strip blossomed in the late 1920s – including shops, a pharmacy, and cafes – to serve moviegoers and local families. (Notably, Paulsen’s Pharmacy opened in 1918 and still operates in its original location, complete with a 1920s-style soda fountain .) By the decade’s end, Hollywood had transformed from a quiet outskirt into one of Portland’s best-known neighborhood centers , its identity forever tied to the magic of the silver screen.

1930s: Community Spirit

The Great Depression era tested the young community, but Hollywood proved resilient through strong neighborhood spirit. In 1934, a group of 52 local merchants founded the Hollywood Boosters Business Association – the first organized business district association in all of Portland . The Boosters set out to “boost” the local economy and camaraderie, organizing creative promotions like a summertime “Hollywood Bonanza Days” sale and a winter holiday festival to draw shoppers . This era also saw the birth of a beloved tradition: in 1936 Hollywood hosted the inaugural Junior Rose Festival Parade, an all-children’s parade down Sandy Blvd that became an official part of Portland’s Rose Festival . (In fact, the idea originated even earlier – in 1918, a group of six Hollywood-area kids held a tiny homemade parade with wagons and bikes after the main Rose Festival was canceled due to World War I . That impromptu 1918 kids’ parade was the seed of what grew into the Junior Rose Parade, now celebrated as the nation’s oldest and largest children’s parade .) The Hollywood Boosters enthusiastically sponsored the Junior Parade from the start, cementing a tradition of community celebration. By the end of the 1930s, despite hard times, the Hollywood District was thriving as a tight-knit neighborhood. New businesses opened – including a Fred Meyer grocery and department store in 1931 that offered the novelty of off-street parking and even a gas station on-site – and the district’s reputation as the “downtown” of Portland’s east side was growing. Neighbors supported neighbors, and Hollywood’s mix of small-town friendliness and big-city entertainment provided comfort and pride through the Depression.

1940s-1950s: Postwar Boom

The post-World War II decades were a golden age for Hollywood. With Portland booming, Hollywood District solidified its status as the bustling commercial and social hub of Northeast Portland . Sandy Boulevard bustled with activity: streetcars had given way to automobiles by the late 1940s, and the Boosters successfully lobbied for street improvements like better lighting and parking to accommodate the growth . In 1947, Fred Meyer replaced its older store with a new flagship shopping center on NE 42nd that even featured rooftop parking – a cutting-edge concept at the time . (Fred Meyer’s founder personally oversaw this modern one-stop store, which helped make Hollywood Portland’s most vital shopping district outside downtown in the late ’40s .) Another local icon, Yaw’s Top Notch drive-in restaurant, opened its expanded Hollywood location in 1949 and became the place for teens and families to grab a burger and milkshake – complete with carhop service – for decades to come . By the 1950s, Hollywood District truly lived up to its Tinseltown namesake. The Hollywood Boosters injected showbiz flair into neighborhood events, even drawing national celebrities to Sandy Boulevard: in June 1954, TV star Ed Sullivan visited Hollywood for a parade and luncheon that attracted huge crowds , and in 1960 the Boosters managed to bring glamorous Hollywood actress Jayne Mansfield to ride on their Rose Festival float – a publicity coup that had the whole city talking . Community events flourished each year: the Junior Rose Parade grew larger and more popular, and the Boosters launched an annual Veterans Day Parade along Sandy in the 1950s (partnering with the local Ross Hollywood Funeral Chapel to honor veterans) . Nearly every business in the area joined the association – from grocers to clothiers to cinemas – and volunteerism was high. The district’s prosperity in the ’50s was evident: Rodgers Variety Store (a local chain) even headquartered its operations and largest store in Hollywood from 1955 into the 1980s . In 1951, Hollywood gained a small claim to fame in infrastructure as well – Oregon’s very first pedestrian crossing signal was installed on Sandy Blvd in front of the Hollywood Theatre to help moviegoers cross the busy street safely . Through the mid-20th century, Hollywood thrived as a vibrant, family-friendly neighborhood where “everyone knew your name.” From ice cream at Paulsen’s Pharmacy to weekend movies at the Hollywood, memories from this era still bring smiles to long-time residents’ faces.

Vintage view of NE Sandy Boulevard in the mid-20th century, when Hollywood was a bustling shopping district. The Hollywood Theatre’s marquee (right) and surrounding shops were aglow with activity as cars cruised the avenue.

1960s–1980s: Changes and Resilience

Like many American neighborhoods, Hollywood faced headwinds in the 1960s and ’70s. The opening of Oregon’s first modern mall, Lloyd Center, in 1960 just a couple miles away introduced new competition for shoppers’ dollars . Suburban growth drew some families away, and by the 1970s the rise of big-box stores and economic recessions brought challenges. Yet Hollywood’s community proved remarkably resilient. The Hollywood Boosters responded by upping their marketing creativity – for example, in 1964 they launched a “Vacation in Oregon” cross-promotion campaign, partnering with coastal towns to encourage travelers to shop in Hollywood on their way to the beach . The Boosters also doubled down on local traditions: the Junior Rose Parade in Hollywood became so entrenched that by the 1960s it was drawing tens of thousands of children every year , and neighborhood holiday tree-lightings, sidewalk sales, and even Halloween trick-or-treat walks (often organized jointly with the Hollywood Lions Club, a service organization active in the area since 1928) kept residents engaged . During this era, Hollywood residents formed a formal Neighborhood Association (late 1960s), and the business Boosters began to work closely with them to tackle community issues beyond commerce – lobbying the city on traffic safety (for instance, successfully arguing against an overly aggressive road-widening on Sandy that would have removed street parking ), advocating for crime prevention, and beautifying the streetscape. In 1978, after years of advocacy, the city opened a new public parking lot on NE 42nd Avenue to serve Hollywood businesses, a victory that the Boosters had pushed for to improve access amidst the car-centric changes of the time . Through it all, beloved institutions carried on: the Hollywood Theatre adapted to the times by installing ultra-widescreen Cinerama in the ’60s and eventually splitting into three smaller screens in 1975 to stay viable . Yaw’s Top Notch remained a popular hangout through the ’70s, and the Lions Club continued community service projects (from food drives for the Hollywood Senior Center to their famous pancake breakfasts) that benefited local schools and seniors . A local business journal in 1978 dubbed Hollywood “the neighborhood that wouldn’t quit,” crediting the community’s refusal to let the district decline . Indeed, by the early 1980s the Hollywood District still had dozens of active small businesses and a reputation for neighborly pride, even as the surrounding city changed.

The 1980s brought a turning point of revitalization and preservation. In 1983 the Hollywood Theatre – which by then had fallen into disrepair – was placed on the National Register of Historic Places, a move widely believed to have saved it from demolition . (This protection proved prescient; a few years later, in 1997, a nonprofit group would purchase the theater and begin a restoration that returned much of its former glory .) The Hollywood Boosters, meanwhile, celebrated their 50th anniversary in 1984, proudly noted as the oldest business district association in Portland . That milestone year saw former Booster leaders and founding families honored for keeping Hollywood’s commercial heart beating through half a century. Around the same time, the Boosters formally incorporated as a nonprofit and joined citywide coalitions of business districts , positioning Hollywood to have a stronger voice in Portland’s decisions. In 1988, after extensive neighborhood input, the City adopted the Hollywood and Sandy Plan to guide future development while preserving the area’s character . Residents and business owners worked together on streetscape upgrades – installing retro-style streetlights and Hollywood-themed banners along Sandy in 1987 – giving the main street a welcoming, nostalgic charm. The late ’80s also brought a preview of Hollywood’s transit-oriented future: the planning and construction of the MAX Light Rail line through Northeast Portland. In 1986, TriMet opened the Hollywood/42nd Ave Transit Center along the new light rail line (just south of Sandy Blvd), instantly making Hollywood one of the city’s key transit hubs. To mark the occasion, the Boosters fundraised for an iconic HOLLYWOOD marquee sign at the station, which was installed in partnership with TriMet as a bold welcome to transit riders . (That marquee-style sign still stands proudly at the station’s entrance, maintained by community volunteers.) By 1990, despite some economic ebbs and flows, the Hollywood District had firmly retained its identity: a mix of historic “Old Portland” storefronts and new investments, where you could catch a second-run movie for $2, grab a slice of pizza, and bump into a neighbor all in one trip. The sense of place that began with a theater in the 1920s had proven remarkably enduring.

1990s–Present: Renewal and Pride

The past 30 years have brought new energy and challenges to Hollywood, and the community continues to thrive by honoring its heritage while embracing change. In 1997, the neighborhood launched the Hollywood Farmers Market, which quickly became a beloved Saturday tradition . Neighbors from all over Northeast Portland gather at the market (located just behind the theater) to buy local produce, enjoy live music, and catch up with friends – a direct extension of Hollywood’s community-oriented spirit. The late 1990s also saw bricks-and-mortar improvements: the old cramped Hollywood library was replaced with a beautiful new Hollywood Branch Library in 2002, a project the neighborhood had long advocated for . Throughout the 2000s, Hollywood experienced a mini “boom” of redevelopment: mixed-use apartment buildings sprouted near the transit center, and new shops and restaurants moved into the district’s storefronts. To highlight Hollywood’s growing dining and nightlife scene, the Hollywood Boosters started a popular monthly street festival called “Hollywood at Night” in 2006 . On the third Thursday of each summer month, businesses kept their doors open late as live music, art displays, and food specials drew crowds of residents to stroll Sandy Boulevard under the neon lights. These lively evenings proved that Hollywood could be just as vibrant after dark, and helped introduce new residents to long-standing institutions (like the 24-hour Renaissance Books or the cozy Moon & Sixpence Pub).

Even as the neighborhood modernized, local leaders remained focused on keeping Hollywood clean, safe, and family-friendly. In the 2010s, facing citywide issues like increased homelessness and graffiti, the Hollywood Boosters and other volunteers initiated a “Hollywood Clean & Safe” program – organizing regular litter cleanups, painting over graffiti, and working with police on extra patrols . The nearby Hollywood Lions Club continued its quiet but impactful service, collecting eyeglasses for those in need and sponsoring holiday toy drives . Longtime annual events carried on as well: in 2019 the Junior Rose Parade celebrated its 85th year marching through Hollywood , still featuring thousands of Portland kids in costumes, marching bands, and homemade floats – a touching continuity with the past. The Hollywood Veterans Day Parade, too, remains an important tradition each November (even adapting to a brief hiatus in 2020 and returning in 2021) with local veterans’ groups and high school bands parading past the historic Hollywood Theatre in honor of service members . The Hollywood Theatre itself has undergone a renaissance as a nonprofit cinema – after extensive restorations and a successful community Kickstarter campaign to rebuild its classic marquee, the theater now shows eclectic films (from 70mm classics to indie premieres) to sold-out crowds, once again anchoring the district’s cultural life .

Today, Hollywood is a dynamic blend of old and new. Stroll through the neighborhood and you’ll see vintage 1910s bungalow homes on tree-lined streets just a block or two away from modern apartments by the transit center. You can shop at a cutting-edge design boutique or dine at a trendy cafe, then step into Paulsen’s Pharmacy to sit at the retro soda fountain counter that’s over 100 years old. Community organizations remain key: the Hollywood Boosters (now over 90 years strong) and the Hollywood Neighborhood Association work together on everything from street tree plantings to business mixers, ensuring that the district’s small-town friendliness endures even as the city grows around it . A recently painted Hollywood District mural brightens a side street, depicting scenes from the neighborhood’s past (including a streetcar and children in parade costumes) and present, reminding passersby that Hollywood cherishes its history. Through economic ups and downs, one constant has been Hollywood’s community pride. Neighbors here often say hello by name, shopkeepers decorate their windows for parade day, and families pass down stories of “how things used to be” – not out of nostalgia alone, but to instill appreciation in the next generation. It’s a place where by understanding the past, residents find inspiration to shape the future. The Hollywood District’s story – from a single theater that sparked a name, to a flourishing mid-century hub, to a community that “wouldn’t quit” – is truly a story worth telling. And it’s a living story that continues to unfold on the streets of Hollywood every day.

Timeline of Key Moments in Hollywood History

  • Pre-1800s – First Peoples of the Land: The area now known as the Hollywood District is home to Chinookan-speaking Indigenous peoples, including the Multnomah and Clackamas tribes. A well-used Native trail once followed the path of today’s NE Sandy Boulevard, connecting villages across the region.

  • 1846 – Oregon Becomes U.S. Territory: The Oregon Treaty ends joint U.S.-British occupation, officially making Oregon part of the United States.

  • 1850 – Land Giveaway Begins: Congress passes the Donation Land Claim Act, offering free land to white settlers in the Oregon Territory. This sets the stage for modern property development in Portland’s eastside.

  • 1851 – Portland Becomes a City: The City of Portland is officially incorporated.

  • 1866 – Land Patent Issued: Joseph Backenstos’ widow receives a federal land grant for a 640-acre tract — much of which will become the Hollywood District.

  • 1890s – Crook Tract Named: The area appears on maps as the “Crook Tract”, primarily farmland with few homes.

  • 1906 – Streetcar Spurs Growth: The Rose City Line streetcar begins service on NE Sandy Blvd, accelerating development.

  • 1907 – Subdivision Platted: The area is officially platted into the Rose City Park subdivision and referred to as “Hollyrood.”

  • 1912 – Fire Station No. 28 Opens: A new station on Sandy Boulevard begins serving the growing neighborhood.

  • 1918 – Junior Parade Begins (Unofficially): Local children create a homemade parade during WWI, planting the seed for the Junior Rose Parade.

  • 1926 – Hollywood Theatre Opens: On July 17, the grand, 1,500-seat Hollywood Theatre opens its doors. The neighborhood is soon renamed “Hollywood” in its honor.

  • 1928 – Hollywood Lions Club Forms: A community service group that will play a vital role in local giving for generations.

  • 1931 – Fred Meyer Arrives: The first Fred Meyer store in Hollywood opens — a major retail innovation with off-street parking.

  • 1934 – Hollywood Boosters Founded: The Hollywood Boosters Business Association is formed by 52 local merchants — the city’s first formal business district association.

  • 1936 – Junior Rose Parade Becomes Official: The children’s parade is adopted as part of the Portland Rose Festival, becoming the nation’s oldest and largest parade of its kind.

  • 1940s – WWII Effort & Growth: The district supports the war effort with scrap drives and rallies. Yaw’s Top Notch Drive-In opens in 1949 and becomes an iconic family destination.

  • 1947 – Modern Fred Meyer Flagship: A new store opens with Oregon’s first rooftop parking — a retail milestone.

  • 1948 – End of Streetcars: Streetcar service ends as Portland shifts to autos. The Boosters advocate for parking improvements to support business access.

  • 1951 – Pedestrian Safety Milestone: Oregon’s first pedestrian crossing signal is installed in front of the Hollywood Theatre.

  • 1954 – Ed Sullivan Visits: The television star headlines a parade and luncheon during Rose Festival week.

  • 1960 – Jayne Mansfield Parade Appearance: The Hollywood Boosters bring movie star Jayne Mansfield to appear on their Rose Festival float. Meanwhile, Lloyd Center Mall opens nearby, shifting retail dynamics.

  • 1968 – Neighborhood Association Forms: Local residents organize the Hollywood Neighborhood Association, working closely with the Boosters on livability and civic matters.

  • 1978 – Parking Win & Praise: A public lot opens on NE 42nd thanks to neighborhood advocacy. Hollywood is praised in the press as “the neighborhood that wouldn’t quit.”

  • 1983 – Theatre Saved by Preservation: The Hollywood Theatre is listed on the National Register of Historic Places, helping to prevent demolition.

  • 1984 – Boosters Turn 50: The association celebrates half a century and remains the oldest business district group in Portland.

  • 1986 – MAX Station Opens: TriMet opens the Hollywood/42nd Ave MAX Station, making Hollywood a key regional transit hub.

  • Late 1980s – HOLLYWOOD Sign Installed: A classic-style marquee sign is added to the transit center, supported by Boosters and TriMet.

  • 1997 – Theatre Restored, Market Launches: A nonprofit saves and restores the Hollywood Theatre. The Hollywood Farmers Market opens, becoming a community favorite.

  • 2000 – Hollywood & Sandy Plan Adopted: City planners and neighbors craft a plan to guide growth while preserving the area’s character.

  • 2002 – New Library Opens: A modern Hollywood Branch Library opens on NE Tillamook.

  • 2006 – “Hollywood at Night” Launches: A summer event series brings art, music, and extended business hours to Sandy Blvd.

  • 2010s – Clean & Safe Efforts: The Boosters and volunteers launch beautification and safety initiatives. Community events like the Junior Rose Parade and Veterans Day Parade continue to thrive.

  • 2020 – Pandemic Impacts Events: COVID-19 pauses in-person gatherings, but neighborhood resilience shines through with virtual support and shop-local campaigns.

  • 2021 – Parades Return: The Veterans Day Parade and community activities return. A new Hollywood mural is unveiled, celebrating past and present.

  • 2025 – Hollywood’s Story Continues: Now over 100 years strong, the district blends historic charm with fresh energy. With small businesses, civic pride, and cultural gems like the Hollywood Theatre, the neighborhood’s future looks as bright as its marquee.

Historical Resources and Further Reading

For those eager to explore more about Hollywood’s rich history, here are some community and archival resources:

  • Hollywood Boosters – Official History: The Hollywood Boosters have compiled a detailed decade-by-decade history of the district and the association’s role . Their website offers a wealth of stories about parades, local leaders, and initiatives that shaped Hollywood.

  • Hollywood Theatre – Oregon Encyclopedia: The Oregon Encyclopedia features an excellent article on the Hollywood Theatre’s history , including its architectural design, near-demise in the 1980s, and restoration. A must-read for movie buffs!

  • Oregon Historical Society – Photos: The Oregon History Project hosts a 1926 photograph of the Hollywood Theatre’s grand opening night , complete with flags and banners. It vividly captures the excitement of Hollywood’s early days.

  • Neighborhood Archives: The Hollywood Neighborhood Association (hollywoodpdx.org) maintains archives of historical newsletters and community news. Additionally, the local Hollywood Star News publication has periodically featured “Looking Back” articles recalling Hollywood of bygone eras.

  • Portland City Archives: For deeper research, Portland’s archives and Multnomah County Library’s local history collections contain maps of the Rose City Park plat (1907), historic real estate photos, and records of streetcar lines and infrastructure in Hollywood.