The second part of San Francisco’s history will soon disappear: the glowing Coca-Cola sign that has been a sentinel for two bridge passengers for nearly a century.
Coca-Cola confirmed on Monday that the removal of the double-faced red and white billboards, the South Market neighborhood and the San Francisco cityscape from 1937 onwards was a sign of the times, Coca-Cola confirmed on Monday. The company said it is moving its advertising dollars from traditional marketing to digital platforms.
“While we miss seeing this sign, like many San Franciscons, we made the difficult decision not to renew the lease as part of our efforts to focus on other digital media platforms that support the growth of our overall beverage portfolio,” Dora said. Wong, Coca-Cola North America spokesman.
Wong said the original billboards were installed on the roof of the new building as soon as the two bridges were opened.
Signs of Yatko’s Salt Lake City, LCC now control the sign at 701 Bryant St. on top of Antonio’s antiques. According to District 6 Supervisor Matt Haney, the antique store could not reach an agreement with Coca-Cola to keep the sign standing.
Yasco filed July 1 for permission to remove the billboard and its support structure. The permit was issued Oct. 20, and “the applicant is allowed to begin work as soon as he receives permission,” said Christine Gaspere, assistant director of the San Francisco Building Inspection Division. The cost of removing the sign is 100,000.
Haney said the city was working with Coca-Cola to prevent the billboards from being removed, but if efforts fail they want to maintain the mark somewhere in San Francisco.
“For many people in San Francisco, this sign has symbolic meaning and value, and we at least want to protect and not destroy it,” Haney said. “It brings a lot of memories and disasters, and it’s an exciting San Francisco thing. It’s hard to imagine a better ad for Coca-Cola. “
San Francisco has had a controversial relationship with the beverage industry since the city passed its first national law in 2016 requiring ads displayed for sugary drinks to carry a warning label of the dangers of obesity, diabetes and tooth decay. The law came into force after a federal judge rejected the beverage industry’s challenge.
PepsiCo and other soda companies have argued against applying warning labels, which take up 20% of advertising space, and said they would stop advertising in San Francisco if the law goes into effect.
In San Francisco, Coca-Cola owns two of the most popular commercials for sugary drinks: the “Encore Coca-Cola” billboard and the Giants’ Coke bottle slide at Oracle Park, which has been a popular landmark in Bu Lapark since 2000.
Both ads were exempted from the city ordinance.
According to the removal permission on Bryant Street, once the sign arrives, no billboard will be able to change it.
On Monday, residents of the two areas expressed grief over the damage on social media.
Oops Coca Cola ! The beautiful signal that has been going on for 83 years in San Francisco needs to continue. Please remove it. It’s a sign. There is no pain in the eye. As a San Francisco native, I urge you to reconsider. https://t.co/Ezdu9AhN1Y
– Calvin Ryan Fiori (KelvinRefiori) October 26, 2020
Over the weekend, I was thinking about that Coca Cola billboard when you read the S.F. When and how the sky and buildings can change when driving in or going over the bridge exposed from 101 but I hope the sign stays. Apparently it’s coming down today. Time is wild.
– MB (iliiittlemary) October 26, 2020
I’m really taking Hella Sad City down the historic Coca-Cola icon. If you’re from the bay, he always knew you were either entering or leaving the city. /:
– C (3 bicharubes) October 26, 2020
Call it a sign of the times. The giant, electronic Coca-Cola icon has been a part of the San Francisco skyline for 83 years. Congratulations to the drivers driving on the Baby Bridge or, the sign is coming down for good, as NBC Bay Area has learned today. nbcbayarea Coca Cola pic.twitter.com/FXQP6fBzfV
– Kevin Wing NBC Bay Area (@ Kevin Wing NBC) October 26, 2020
V’s Weinstein and Vanessa Aredondo are San Francisco Chronicle staff writers. Email: [email protected] Twitter: Nanievain. Email: [email protected] Twitter: v_anana.
