Drive-in Liquor (Gone)
Auburn, CA
Photo courtesy Devil Doll

A skier shares the marquee with a giant liquor bottle at Drive-in Liquor in Auburn. Add the sweeping arrow, and there's quite a scene above this roadside market. Guess the skier had somewhere to go after stocking up.

The Lincoln Way location put the store in the path of travelers heading toward the Sierra and Tahoe ski country. The mountain theme fit the traffic, while the bottle left little doubt about one department inside.

UPDATE: The store and its rooftop sign were removed in 2015 as the site made way for an expansion of neighboring Ikeda's California Country Market. Another distinctive Auburn marquee disappeared from the roadside. 09-26

Jackson's Liquors
Oakland, CA
Photo courtesy Devil Doll

Bright colors announce Jackson's Liquors in Oakland, giving the corner storefront a marquee that's hard to overlook. A little extra color can go a long way among the signs and shop windows along a busy street. This one certainly wasn't trying to blend into the background.

Records place the business on East 12th Street by 1969. The store became part of the neighborhood shopping rounds, with its sign keeping the name above the entrance for anyone stopping to pick up a few things. Quite a few everyday errands have passed beneath that lettering.

The corner location gives the marquee a chance to catch attention from more than one direction. After enough trips through the neighborhood, the colors and shape could become familiar before the name was even read. Another roadside detail easily taken for granted until someone stops for a closer look.

UPDATE: Jackson's continues to operate at East 12th Street and 8th Avenue. Its colorful marquee remains above the corner entrance, keeping another old neighborhood sign in view. 09-26

Primm Liquor
Oakland, CA
Photo courtesy Devil Doll

Smooth lines give the Primm Liquor and Delicatessen marquee in Oakland a look of its own. This old sign comes from the streamline variety, with a shape that adds some style to the straightforward business of selling drinks and deli goods.

A sandwich and something to take home could make a handy combination for the neighborhood shopper. Above it all, the marquee gave passing traffic something more interesting to look at than a plain rectangular panel.

UPDATE: The photo preserves the old Primm name and its distinctive marquee. An exact location for the storefront has not been established. 09-26

Johnnie's Liquors
Boulder Creek, CA
Photo courtesy Jodey Elsner

This rooftop sign is for Johnnie's Liquors, located on Highway 9 in Boulder Creek, CA. Many thanks to Jodey Elsner for info.

Up above the storefront, the old Johnnie's Liquors rooftop sign catches the eye along Highway 9 in Boulder Creek. A familiar roadside touch among the Santa Cruz Mountains, pointing out a place to pick up provisions before continuing down the winding road.

Johnnie's has served the community since 1967, offering groceries, a meat market, and a liquor department under one roof. Quite a handy stop for locals and travelers alike, with the sign doing its part to announce one section of the shopping list.

UPDATE: The business continues as Johnnie's Super Market & Liquor, and the rooftop sign remains above the storefront. Nearly six decades after the market opened, the Johnnie's name is still part of the Highway 9 scene. 09-26

Liberty Liquor (Gone)
San Francisco, CA
Photo courtesy Dave & Debra van Hulsteyn

There's something familiar about the old Liberty Liquor & Deli Mart sign in San Francisco. Its colors and illustration style bring to mind the Big Boy hamburger signs. Take another look, though, and the lettering points to a different sort of stop for hungry neighborhood shoppers.

The store combined a liquor shop, deli counter, and food mart, giving customers several reasons to wander in. Pick up a sandwich, something to drink, and a few things needed back at home. Quite a bit of everyday business packed beneath one sign.

Signs like this gave the corner store a personality of its own. Even someone passing through without a shopping list might remember the artwork afterward. The van Hulsteyns caught it while it was still part of the storefront scene.

UPDATE: Liberty Liquor & Deli Mart has closed, and its old sign was removed. The photo preserves another colorful piece of San Francisco's neighborhood shopping days. 09-26

Mr T's Liquor Locker
San Jose, CA
Photo courtesy Heather David

Neon-outlined letters give the old Mr T's Liquor Locker sign in San Jose plenty of personality. Add its curved background and sweeping arrow, and this gem has more going on than the usual liquor-store announcement. Check out the way the lettering fits into the shape. 07-08

Located along Lincoln Avenue in Willow Glen, the store has become a familiar neighborhood stop. The sign supplies a little roadside flair above the everyday shopping rounds, with an arrow ready to point out where to go next.

UPDATE: Mr T's Liquor Locker remains open, and its distinctive sign survives outside the storefront. The old neon design continues to catch the eye along Lincoln Avenue. 09-26

Big Boy Liquor (Demolished)
Richmond, CA
Photo courtesy Devil Doll

That familiar-looking fellow on the Big Boy Liquors sign in Richmond might have had passing motorists thinking about hamburgers. The cartoon character and colors bore more than a vague resemblance to the Big Boy restaurant chain. A closer look at the lettering would straighten out the shopping plans.

The marquee gave the liquor store quite a roadside presence. With a bold name and a character that seemed to belong outside a burger joint, it offered more to look at than the usual beer and wine lettering. Someone arriving with fries in mind might have needed another stop.

UPDATE: Big Boy Liquors closed, and both the store building and its distinctive sign were removed. 09-26

Bonesio Liquor (Closed)
Santa Cruz, CA
Photo courtesy Devil Doll

A neon arrow points the way into Bonesio Liquor in Santa Cruz. With the store name above and that bright directional hint alongside, there's little need to wonder where to go. This downtown liquor joint was advertised as open until 2 a.m., leaving plenty of time for a late stop. 04-05

The old marquee adds a familiar roadside touch to Pacific Avenue. Its bold lettering and arrow give the storefront some personality, catching the eye of passing motorists and people making their way through downtown. Guess the arrow takes care of anyone who needs one more hint.

Bonesio has been part of the local shopping scene for decades, serving residents and visitors alike. While the goods inside may be familiar, the sign outside gives the place a look of its own. A little neon goes a long way on an evening stroll.

UPDATE: Bonesio is now permanently closed. 09-26