Stephen's Meat Products

Alameda Shade Shop (Closed)
Alameda, CA
Photo courtesy Devil Doll

Need new window shades in a hurry? The old Alameda Shade Shop sign advertised “one day service,” giving customers a reason to bring their business through the door. Check out the script lettering on this neighborhood specialty-shop marquee, a nice find among Alameda’s everyday storefronts.

Established in 1948, the shop specialized in custom window treatments, including handmade Victorian-style roller shades. The Hayes family operated the business for more than 25 years, with longtime operator Diane Hayes helping carry on a trade that fit nicely with the city’s older homes.

UPDATE: Alameda Shade Shop has closed its retail storefront after a long history in the community. The old sign recalls its promise of one-day service. 09-26

Quick Lunch (Gone)
Sacramento, CA
Photo courtesy Dave & Debra van Hulsteyn

Hungry and short on time? This old Quick Lunch sign in Sacramento gets right to the point. The neon lettering appears intact in this view, giving a simple promise of something to eat without a long wait.

Signs like this bring to mind downtown lunch counters and small cafes where a meal could fit between errands or into a break from work. Two words were enough to make the pitch. No lengthy explanation needed when lunchtime was already slipping away.

UPDATE: The Quick Lunch sign disappeared around 2020. 09-26

Philipp's Bakery (Closed)
Sacramento, CA
Photo courtesy Dave & Debra van Hulsteyn

Something sweet along the old highway? Check out the Philipp’s Bakery sign in Sacramento, where the neon script once called attention to a longtime neighborhood bakery. It’s the sort of marquee that could make a passing motorist start thinking about a stop before even seeing what was in the window.

Julius Herman and Angelina Philipp brought their bakery operation from Calistoga to East Sacramento in 1925. The business became part of the Folsom Boulevard streetscape, along the old U.S. 50 route before freeway travel changed the drive through town.

The sign gave the bakery a familiar face out front, serving local customers and travelers alike. Bread and pastries brought people inside, while the marquee gave roadside photographers something to take home.

UPDATE: Philipp’s Bakery has closed, but its neon script sign was saved. It is preserved in the collection of the Center for Sacramento History, keeping a piece of the old Folsom Boulevard bakery scene around for another generation. 09-26

Mac's Sporting Goods
Bishop, CA
Photo courtesy Tony Craig

Heading through Bishop on Highway 395, check out the arrow at Mac’s Sporting Goods. This old marquee points the way in, doing its job with the kind of directness that makes an arrow sign such a roadside favorite.

Bishop is a natural stopping place for travelers heading into the Eastern Sierra, and a sporting-goods shop fits right into the trip. There’s always another outing to prepare for, whether the next stop is a fishing spot, a campsite, or somewhere farther up the highway.

The vertical sign adds a little character to the drive through town. Even with all the mountain scenery nearby, there’s still a reason to keep an eye on the storefronts.

UPDATE: Mac’s Sporting Goods remains open in Bishop, and its classic arrow marquee survives along the Highway 395 corridor. 09-26

Linoleum L
San Francisco, CA
Photo courtesy Dave & Debra van Hulsteyn

Looking down at the floor might be the usual routine in a flooring shop, but this old Linoleum L sign in San Francisco gives a reason to look up. Armstrong promises “The Modern Fashion in Floors,” a slogan with a distinctly mid-century ring to it.

The plastic dealer sign recalls the days when a new floor could be a big part of giving the kitchen a fresh look. Color, pattern, and something easy to clean were all part of the appeal, with the manufacturer’s name helping make the sale out front.

UPDATE: The Armstrong slogan was used in the company’s 1950s advertising. This old storefront view preserves an example of that campaign in San Francisco’s commercial scenery. 09-26

Evergreen Baptist Church
Oakland, CA
Photo courtesy Devil Doll

Neon turns up in places besides diners and motels. Check out the sign outside Evergreen Baptist Church in Oakland, where the freestanding marquee gives the congregation a familiar marker along the street. Here’s a neighborhood sign worth a second look while passing through town.

Designed with neon elements, the marquee adds a little roadside character to the church grounds. Church signs had their own place among the storefront lettering and commercial marquees, pointing the way to a different kind of gathering spot.

This one is a reminder to keep an eye out beyond the usual roadside stops. An old church marquee can be just as interesting as the sign above a corner shop, especially when it carries a bit of that earlier neon-era look.

UPDATE: Evergreen Missionary Baptist Church continues operating in Oakland, and its exterior marquee survives as part of the neighborhood scenery. 09-26

Ken's Sporting Goods
Bridgeport, CA
Photo courtesy Tony Craig

Here’s another fish worth catching with the camera. The sign at Ken’s Sporting Goods in Bridgeport puts its fishing theme right out front, giving Highway 395 travelers a hint of what’s waiting inside.

Founded in 1931, the business has a long connection to the area’s outdoor trade. Its location near the historic Mono County Courthouse places it among the familiar sights along Bridgeport’s main street, where a drive through town can easily turn into a few stops.

The fish on the marquee makes a fitting advertisement for a shop supplying fishing tackle. No need to cast a line for this one. Just pull over for a look before heading back toward the water or continuing down the highway.

UPDATE: Ken’s Sporting Goods remains open in Bridgeport, and its distinctive fish sign survives. The longtime business continues serving anglers and other Eastern Sierra travelers. 09-26

Shoe Renewing
Oakland, CA
Photo courtesy Devil Doll

A worn pair of shoes once had another stop to make before being tossed away. Check out this old Shoe Renewing sign in Oakland, advertising a neighborhood trade that helped keep favorite footwear going a little longer.

The wording gets straight to the business at hand. New soles, repaired heels, and a little attention from a cobbler could put a pair back into service. Signs like this were everyday fixtures when fixing something was a regular part of the shopping routine.

UPDATE: This old view preserves the Shoe Renewing lettering, a small reminder of Oakland’s neighborhood repair-shop scenery. 09-26