It is safe to say that whenever springtime rolls around, our excitement for drinking a cold, thirst-quenching beer with friends is palpable. Picnics in the park, BBQs in the back yard or simply relaxing at home all provide ideal moments to savor a refreshing beer. It is recorded that the average American over 21 years of age drinks 28.2 gallons of beer a year. So, it is safe to say that the USA is a nation of beer lovers. However, cracking open a can is not the only way to enjoy this alcoholic beverage.
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Over the years, beer signs have grown to become iconic additions to interior decor. They allow beer lovers to dress their walls with vintage style while at the same time showing their loyalty to their favorite brand. Read on to discover the story of how these signs became fashionable.
To fully understand the importance of metal beer signs, it is essential to travel back to the 19th century. At this instant, Europe was experiencing extreme change thanks to the Industrial Revolution.
In a man called Benjamin Baugh patented the process of fusing colored glass particles onto iron plates. It was at this moment that the porcelain enamel sign was born.
By the 20th century, it was commonplace that beer companies competed ruthlessly for the attention of the thirsty population. Since televisions were still a thing of the future, the only publicity available to companies was signage. But, with so many signs plastered over towns, it required creativity and quality to stand out. This is why porcelain enamel signs were the sought-after choice.
The creation of porcelain enamel signs was a lucrative business back in the day. This was because porcelain enamel can withstand high temperatures and wild weather but still display the advertising perfectly. Due to the demand, there were two major manufacturing and distribution companies that fought for the orders. The Baltimore Enamel and Novelty Company and the Burdick Sign Company of Chicago.
American beer companies hounded these two factories and so many of the old beer signs worth money that we see today passed through the production process of one of these two factories.
Originally founded in as the Baltimore Enamel Company, they wasted no time in becoming the largest enamel sign producer in the USA. This unprecedented success was due to an intelligent business decision that awarded them the rights to produce vehicle license plates across many US states.
The first being for Massachusetts in which was the first instance of license plates being issued in history. Many corporate companies showed their trust in porcelain enamel and hired the Baltimore Enamel Company to create their signs. Texaco, Atlantic, and Gulf were just a few of their clients that have now become sought-after vintage gas signs.
Breweries also fought to have their signage produced by the Baltimore Enamel Company and even created enamel bar trays, ashtrays, and other types of enameled advertisements. Providence, Narragansett, East Buffalo, Arrow, and Hartmann were just a few of the big names to sign with the Baltimore Enamel Company
The Burdick Sign Company of Chicago provided healthy competition for its Baltimore neighbor. Not only did it also work closely with major US states to produce vehicle license plates, but it also worked with some of the biggest consumer brands in history. Pepsi-Cola, Kellogg's, Chevrolet, General Motors, Ford, and John Deere to name a few. These contracts and the eye-catching signs that were produced by Burdick Sign Company quickly caught the attention of breweries who wanted to upgrade from the much cheaper, but short-lived, tin beer signs.
Among the breweries were brands like Miller, Coors, Hamms, Lithia, and Potosi. These brands had come to stay, and this was emphasized by their long-term advertising strategies. Ironically, in many cases, the enamel signs even outlived the brand they were supporting. Just think of big brands like Gulf Oil, RCA, and Pan Am, which are all history today.
The golden age of porcelain beer signs survived more or less unscathed until war broke out in Europe. During the Second World War, the call for metal created a scarcity in the factories, and any existing signs were melted down. Some signs managed to escape and their brand name, scarcity value, condition, and aesthetics all contribute to their market value today.
Later, with the invention of plastic, cheaper alternatives were made available to brands, and the factories were forced to close their doors for good. Due to their scarcity, there is a frenzy for good quality vintage porcelain signs among collectors. Especially those that feature edible goods such as beer. So, if you are interested in brightening up your interior decor with rainbow-colored beer signs be sure to brush up on the facts to truly understand what you are buying.
Ask Nick:The main audience for beer signs still remains collectors. They will hunt far and wide for a new sign to add to their collection. They will even travel as far as Australia to do so. But, in addition to the classic metal signs, neon beer signs have always been a firm favorite with bar owners keen to create a classic ambiance.
Since current world affairs have called us back home, there has been a shift in the demographics interested in collecting a small bit of consumer history. Keen to bring a taste of their local hang-out into their dwelling, homeowners have now become avid fans of these metal plaques. And, as a result, Instagram is filling up with retro-inspired decor complete with vintage beer signs.
Want to jump onto the enamel sign train? There are plenty of online auction houses that will cater to your needs. A quick Google search for vintage beer signs collectors guide will be enough to provide you with a rabbit hole of links to dive into. Etsy is also a great vintage treasure trove full of unusual finds. Plus, on online marketplaces, you can benefit from set prices and shopper reviews - great if you are just starting out on your enamel sign journey.
The main difference between these two materials is the quality. Tin is much cheaper to produce than porcelain enamel but it doesn't last as long. Breweries to this day rely on porcelain enamel for their signage as it reminds the consumer that these brands have remained the same for over 100 years. Porcelain enamel signs build trust in consumers and show that some good things cannot be improved. Classic is best. Another reason why breweries chose porcelain enamel was that it reflected the same high quality as the beer that was being advertised. Tin vintage beer signs do exist but they do not hold the same prestige as their porcelain counterparts as they tend to be in worse condition.
Logic tells us that the fewer craft beer signs are available the higher the price. That is just common sense. But, if you are not sure how rare a sign really is, be sure to do your homework before forking out a pretty penny for a porcelain enamel sign. Consult enamel sign specialists or search auction sites online to see what that sign was previously sold for.
Contrary to popular opinion, the larger the sign does not mean the price will be higher. Size is one of the biggest factors when deciding on the value of vintage porcelain signs.
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Most collectors want something that can be easily displayed. The signs with the highest value will all be likely to fit into the 30'- 42' size range. Larger signs tend to fall into the lower price category since they are cumbersome and difficult to ship. Small signs also fall into this category since they lack that eye-catching impact that collectors crave. This is a rough guide. Many other factors contribute to a sign's final price but the size is the predominant factor.
Surprisingly age is not a strong factor in determining price but the condition of a sign definitely is. This is because most collectors are interested in how the sign will look once displayed. They want to achieve the highest wow factor possible. Age is great for authenticating a sign but it won't affect the appearance of beer signs. Within the industry, there is a rating system that determines the condition of the porcelain enamel sign. Signs with a rating of 5 and below are considered to be in the worst condition with the highest rating being 9. Take a vintage Hamms beer sign as an example. The same design can vary greatly in value depending on the condition of the sign. In the porcelain enamel sign world condition is king.
Big breweries hold a strong appeal for collectors across the world. These big brands form part of our identity and beer signs are a way to show loyalty. Many of us have grown up watching family members religiously choose a brand and by default, we follow the tradition. It is a way of life. Hamms beer signs along with ones from Carlsberg, Tuborg, or Blue Moon have been family favorites for the last century. They all have iconic signage that was made for bars and taverns across the country. Today, it is quite common to see these names come up at auction. But, if you fancy adding one of these beer signs to your collection, you better act quickly. They are in high demand.
So, have we sold you on the quirky appeal of beer signs? We hope so! They may be small but their bold and colorful designs certainly pack a punch. They can brighten up a dingy kitchen, add a focal point to a long corridor and definitely add that masculine energy to the man cave. Beer signs are so versatile. If you are not loyal to a specific brand, combine the colors of your interior design with the branding of a brewery. Or, if you are a die-hard fan of a particular beer, show your loyalty and display the sign proudly in your lounge - perfect for when you have the boys over on match day! These wall plaques also make fabulous gifts for the men in your life. Especially those who may be hard to shop for. Combine it with a six-pack of the matching beverage for a fail-safe gift.
Established in large numbers beginning in the s, neon signs once dominated every commercial streetscape in America. Whether your town has 500 people or 5 million, there is no question that neon once reigned supreme. Its removal in recent decades is not a matter of happenstance but the result of multiple factors, from changing tastes, a rise in the prominence of national chain stores, and deliberate removal under the guise of beautification.
Some towns have been lucky to hold on to these iconic structures, though. Whether crumbling or shining bright, a remnant of a long-gone business or a symbol of a thriving locally owned shop, these signs color America's Main Streets from coast to coast. Knowledge of their historic significance continues to increase; however, significant challenges remain to ensure their preservation. Deliberate action by community members and leaders'from awareness raising and smart sign codes to dedicated funding sources and preservation work'can be effective tools in keeping these prized local works of art shining bright.
The historic preservation and Main Street movements were initially complicit in the destruction of neon signs, favoring the removal of any perceived 'blemishes' to a building's original look and often returning buildings to their late 19th/early 20th century pre-neon appearance. A more sophisticated understanding today values the various ways a building or streetscape has looked over the course of its life, rather than elevating a romantic idyll of originality.
Increasingly, municipal leaders and economic development specialists recognize not only the historic significance of these beacons from the past, but the additional benefits that their preservation brings to communities:
Overly restrictive sign codes reflecting earlier attitudes remain a threat to neon signs nationwide. These codes often governed what could be built moving forward and required the removal of non-conforming signs. Where old signs were allowed to stay up, they were often not allowed to be repurposed on site or be reinstalled if they needed to come down for repair. The effect of these policies has encouraged both the decay of historic signs and their wholesale replacement with modern substitutes.
In addition, funding remains a challenge. While storefront improvement grants have proven a valuable tool that can be called into service for neon sign preservation, dedicated funding for historic sign preservation is virtually nonexistent outside of Route 66; Tulsa, Okla.; and a few other communities. Given the difference in cost between neon (an artisan craft that must be created by hand) and cheaper, disposable alternatives like LED and non-illuminated signs, many business owners simply do not have the financial means to invest thousands of dollars in the upkeep of their historic signs.
Finally, as in many areas of historic preservation, finding craftspeople with the unique skill set to preserve and restore historic neon signs can be difficult, especially outside of large metro areas. Even within growing efforts to promote historic trades, neon tube bending is nowhere to be found amongst masonry, carpentry, and other building-centric trades.
Despite these challenges, there are several tools that have proven successful at safeguarding our communities' neon heritage. Chief among them is the same tool that has been the cause of so much destruction in the past: sign codes. Overly restrictive sign codes are not a given. In San Francisco, Tucson, and Chicago, for example, sign codes are being re-worked to not only make historic sign preservation possible but encouraged.
One of the most effective ways to do this is by conducting a survey of important heritage signs in the community and then developing a Vintage Sign Ordinance with special allowances and incentives for this specific group of signs. This provides benefits and protections to listed signs without compromising the value of the underlying sign code. Key components of a Vintage Sign Ordinance can include:
Regulations and incentives cannot be the only tool, however. Small changes like explicitly writing neon signage into existing storefront improvement grants or even neon-specific grant opportunities like in Tulsa, can have an enormous impact in making preservation financially viable.
Calling attention to the value of neon signs can also provide a boost to community pride and tourism. Many cities'including San Francisco, Calif.; Los Angeles, Calif.; San Jose, Calif.; Tucson, Ariz.; and Portland, Ore.' have developed guided or self-guided neon walking and driving tours, boosting the profile of local neon and making other regulatory solutions more easily attainable.
Ultimately, the local solutions will vary and be based on the specific needs of each community. Given the incredible historic significance of neon signs, the place they hold in the hearts of community members, the economic value they can provide in revitalizing our communities, and the danger they continue to face without strategic action, working toward solutions that preserve historic neon signs is imperative to authentically retain and enhance sense of place in our downtown districts. As Al Barna and Randall Ann Homan, cofounders of the NeonSpeaks symposium note in Saving Neon: A Community Guide (funded through a grant from the National Trust for Historic Preservation), "Neon signs are a brilliant example of neighborhood and small business history. These handmade works of neon art should not be destined for the dumpster. The win-win combination of embedded history and artistic ingenuity in these signs creates a bridge between past and present."
Interested in learning more about downtown sign regulation? Check out this article written by Main Street America Chairman Emeritus Ed McMahon >
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