Carlson's Liquor
Woodland Hills, CA Photo courtesy Adriene Biondo
Here’s a fine reason to keep an eye on the older storefronts along Ventura Boulevard. Carlson’s Liquor in Woodland Hills sports a marquee with bold lettering and geometric shapes that give this neighborhood stop a look of its own.
The sign is believed to date from the 1950s or 1960s, when the west Valley was filling with new houses and shopping centers. Ventura Boulevard was changing along with it, trading much of its earlier agricultural setting for restaurants, markets, and businesses serving the new suburban households.
Check out the way the sign’s contrasting sections frame the name. Rather than squeezing everything onto one plain panel, the arrangement gives the lettering room to stand out. It’s the sort of design that makes a liquor-store marquee worth photographing even when there’s nothing on the shopping list.
Carlson's Liquor
Woodland Hills, CA Photo courtesy Faith Farberman
Carlson’s also belongs to the less glamorous but familiar side of Ventura Boulevard history. Away from the movie locations and famous restaurants, neighborhood stores like this became landmarks through years of everyday visits. The name overhead could be as useful for giving directions as the nearest street sign.
UPDATE: Here's a recent shot of the Carlson's Liquor Store from across the street. The vertical blade sign as well as the signage around the store remain intact. Many thanks to Faith Farberman for updated photo. 08-10
UPDATE: Carlson’s remains listed at 21900 Ventura Boulevard. With a marquee reaching back roughly six or seven decades, this longtime Woodland Hills stop still offers a glimpse of the boulevard’s earlier shopping days. 10-26
Jolly Jug Liquor
Northridge, CA Photo by RoadsidePeek.com
It’s always good to see a friendly face, even when it belongs to a liquor jug. Jolly Jug Liquor in Northridge puts a broad smile above Reseda Boulevard, giving passing motorists a welcome that doesn't require buying anything.
The signs are believed to date from the 1960s, when Northridge was growing around new neighborhoods and San Fernando Valley State College, renamed California State University, Northridge in 1972. The jug fit right into a Valley populated by advertising characters with their own oversized personalities.
UPDATE: Jolly Jug is still around on Reseda Boulevard, with that familiar grin greeting another generation of customers. Good to see this cheerful Valley character still has something to smile about. 10-26
Vineland Wine Cellar (Rem.) Photo by RoadsidePeek.com
Check out the barrel at Vineland Wine Cellar in North Hollywood. With an arrow running through it and several styles of lettering sharing the space, this sign certainly didn't settle for putting “LIQUOR” on a plain rectangular panel.
Founded in 1977, the shop gave Vineland Avenue a memorable way to advertise the bottles inside. The barrel supplies the wine connection, while the arrow takes care of the final direction. No vineyard tour required.
The neon and lettering also attracted attention beyond the neighborhood, including a feature in Mid-Century Style Magazine. Be careful about lingering with a camera, though. The original photo visit suggested that a little cross-examination might come with the scenery.
UPDATE: The neon tubing was gone by around 2017, leaving the familiar barrel without its nighttime glow. Vineland Wine Cellar remains listed at 6012 Vineland Avenue, approaching its 50th anniversary in 2027. Same roadside barrel, but missing some of its sparkle. 10-26
Smitty's Drive-in Liquor (Rem.)
Los Angeles, CA Photo by RoadsidePeek.com
The sign for Smitty’s Drive-in Liquor looks as though it has spent quite a few summers watching Avalon Boulevard. Check out the script lettering at the top, the separate “DRIVE-IN” panel, and the tall “LIQUOR” cabinet below. Quite a stack of advertising for a neighborhood store.
Located at 13409 South Avalon Boulevard, Smitty’s belonged to Southern California’s drive-in shopping tradition. The business reportedly began in the late 1940s or early 1950s, when buying a few groceries or beverages without leaving the car was another selling point.
The store later became known simply as Smitty’s Liquor, but the older wording recalled its earlier way of doing business. A little roadside history left hanging above the newer routine.
UPDATE: The vintage neon sign was removed in 2017, replacing this cool neon sign with a small rectangle plastic sign. This view catches Smitty’s weatherbeaten sign still on duty, with its arrow ready to bring another car off Avalon Boulevard. 10-26
Encino Park Liquor
Encino, CA Photo by RoadsidePeek.com
What time is it? According to Encino Park Liquor, it’s “Time to Buy.” That’s quite a convenient answer for a store with something to sell, and a memorable message for motorists traveling Ventura Boulevard.
The rooftop sign dates to 1957, according to the city’s historic resources survey. A clock, neon stars, lettering, and a large arrow share the display, turning a practical neighborhood advertisement into a small roadside performance.
The exposed framework holds the arrangement above the building, where it can announce the time and suggest what to do with it. Apparently, the clock never needed to say “Time to Think It Over.”
UPDATE: Since 1957, this rooftop clock has been telling Ventura Boulevard motorists it’s “Time to Buy.” Nearly seven decades later, Encino Park Liquor is still around, and the old neon sales pitch hasn't lost its sense of urgency. Apparently, shopping time never runs out on this corner. 10-26
Liquor Store El Monte, CA Photo by RoadsidePeek.com
What did this sign advertise before it said liquor? The unusual rooftop marquee above this El Monte Liquor Store certainly invites the question. Its angular shape looks as though it might have another business somewhere in its past.
The design recalls the 1950s and 1960s roadside displays that rose above El Monte’s commercial streets. A new owner could change the lettering while keeping an existing sign, leaving the earlier outline to puzzle passing photographers.
El Monte had plenty happening along those streets during the same years. Legion Stadium became a celebrated stop for dances and rock-and-roll shows, adding another chapter to a city already shaped by cars, roadside businesses, and evening cruising.
UPDATE: This view preserves the liquor-store lettering on an unusually shaped rooftop sign. Its original purpose remains a mystery, giving the next trip through the photo collection something else to investigate. 10-26
Ben's Liquor Store,
Reseda, CA Photo by RoadsidePeek.com
Check out the big arrow at Ben’s Liquor in Reseda. Standing at Saticoy Street and White Oak Avenue, this sign made sure passing motorists knew where to turn. Once upon a time, arrows like this were familiar sights outside neighborhood liquor stores across Los Angeles.
The business dates to around 1960, putting its beginnings in the Valley’s busy postwar growth years. New houses brought new customers, and Ben’s became one of the local stops for beverages, snacks, and the things forgotten during the larger grocery trip.
The marquee also attracted the attention of the city’s historic-resource survey, which recognized its mid-century roadside design. Quite a distinction for a sign whose everyday assignment was pointing customers toward the store.
UPDATE: Ben’s Liquor is still open on Saticoy Street, and the old pylon remains. Around 2020, the neon was removed and the lettering updated with backlit plastic. The familiar sign is still on the corner, though its neon days have come to an end. 10-26
Carlson's Liquor
Jolly Jug Liquor
Vineland Wine Cellar (Rem.)
Smitty's Drive-in Liquor (Rem.)
Liquor Store
Ben's Liquor Store,
