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Peter Hiller Collection At 2:22pm on New Year's Day in 1979, a fire broke out at Thrifty Drug Store at 326 Wilshire Blvd. More than 30 firefighters responded as hundreds of people showed up to watch the spectacle. Then, as if the fire was not enough, a moderate earthquake struck at 3:15, causing Thrifty's roof to collapse and destroying the building completely. The fire resulted in a loss of over half a million dollars. Santa Monica Public Library Image Archives A2208 Digital object 5132 img0004