LAT
The Southwest Land Co created a certain cachet around the name 'Vermont' with the success of its first 'Vermont Ave Square' tract (bb Vermont, Normandie, Vernon & 48th). Their holdings and the name Vermont were soon extended south to 51st St and west to Van Ness (48th St was made wider to serve as a principal east-west street). It seems that after each new 'Vermont' tract's initial offering, it all became Vermont Square--even 'New Vermont Square', north of Vernon and a long way from Vermont Ave., as seen in the 1911 ads above (it was confusingly marked not 'New Vermont Square' but rather 'Vermont Ave Square' on insurance maps). Other developers 'borrowed' the Vermont name. The Times now appears to place the boundaries of the district as Santa Barbara-MLK. 54th St, Van Ness to the Harbor Fwy.