Photos courtesy of Alison Martino’s “Vintage Los Angeles” archives
Introduction
Back in the Golden Age of Hollywood, during the 50s through the 70s, several big-name stars decided to get into the restaurant business. Members of the Rat Pack, Jerry Lewis, and even famed Archie Bunker actor Carroll O’Connor all got in on the action. Cinema Scholars takes a look back at these establishments.
Dino’s Lodge
Located on the Sunset Strip at 8524 Sunset Boulevard, Dino’s Lodge was a restaurant owned by Dean Martin and his business partner Maury Samuels. Martin, a Hollywood legend, was in financial trouble when he was approached in 1958 by the owners of the then-named Alpine Lodge, Paul Wexler, Alex Wexler, and Harvey Gerry to lend his likeness and name to the establishment in exchange for 50% of the profits. When the agreement had been agreed to the “Alpine” portion of the name was dropped and replaced with “Dino’s.” They kept the “Lodge.”
“Dean Martin does not own the restaurant on the Strip…They just use his name and give him a percentage.”
-Los Angeles Times, April 1958
When the restaurant opened as Dino’s Lodge, Martin would bring in his Hollywood friends such as Frank Sinatra and Shirley MacLaine to the leather boothed restaurant with dark wood paneling (including the after-party for the premiere of Some Come Running starring Martin, Sinatra, and MacLaine). Martin himself would hobnob stopping from table to table and greeting patrons.
The biggest change to the restaurant was the installation of a large neon sign which featured a caricature of Dean Martin’s face. Soon after the sign was installed Warner Brothers television reached out to the restaurant to use a shot of the sign in the credits of their series, 77 Sunset Strip. At the Warner Brothers studio lost an exact replica of the facade of Dino’s Lodge was constructed as one of the characters, Kookie (Ed Byrnes), worked as a valet there. This sign was also seen in episodes of Dragnet and The Andy Griffith Show. These television appearances made the restaurant a tourist trap and caused any celebrity appearances to cease, including Dean’s.
Dino’s Lodge became known for its live entertainment. One of the stipulations was that only female singers could grab a mic and belt out tunes. Most of these singers were b-movie starlets of Hollywood, and some weren’t even that. Some of the more notable singers included Gigi Galon, a secretary at CBS, and Michelle Tribola, who was hired because she was Lee Marvin’s girlfriend. After about 16 months post name change Martin, who was happy with the venture, renegotiated his contract to get his brother appointed as general manager of the Lodge as well as an additional $1,000 per month for the use of his name and likeness.
However, soon after this transpired things turned sour when Gerry and the Wexlers reneged on the additional monthly payment. Martin sued them in August 1961 for the $24,000 he was owed and to have his likeness removed from the business. Martin lost and his brother was fired. Due to all of this trouble, the partnership between Martin and Saunders also came to an unamicable end on October 15, 1961 (keep reading for the details below). Martin severed all ties with the restaurant in February 1962. However, Dino’s Lodge used Martin’s name and likeness for nearly 3 decades after Martin left the business.
“Any actor that opens up a restaurant should have his head examined”
– Dean Martin