From its first appearance in the window of a Parisian barber shop in 1912 to the man caves of 2019, the American public has had an ongoing love affair with the neon sign. Neon tub lighting was discovered in 1898 by British scientists William Ramsay and Morris Travers, and introduced to the public in a commercial application by French inventor Georges Claude at the Paris Motor Show of 1910. It would take more than a dozen years for this advertising phenomena to reach the U.S., but when it did it would irreversibly change the face of advertising.
In the fall of 1923, French manufacturing company Claude Neon sold California car dealer Earle C Anthony two large Packard signs to hang in his car lots in Los Angles and San Francisco. Some friends questioned his judgement in spending $1,250 apiece for the signage, but Anthony’s investment saw a fast return. The neon signs attracted large crowds of curious onlookers (and potential customers) who were drawn to the intense glow of what would come to be known as “liquid fire.” Business boomed!
Sales were on the rise both in France and America netting Claude Neon $240,000 in 1924. With huge amounts of neon readily available and a patent for the process of making neon signs in place, Claude Neon monopolized the marketplace and by 1927 the company would see over $20 million in sales annually. A new era of advertising had arrived and with it a fascination for neon signs that would launch a generation of neon enthusiasts.
As we crossed over into the 1930s, the majority of metropolitan areas of the U.S. were lit by neon signs. American neon designers had entered the field with massive light displays that humbled the designs of Goerges Claude. The lights of Time Square in New York and the Strip in Las Vegas were said to “glow like high noon, even at midnight.” Public fascination grew and neon signs became as famous as the places and products they advertised, establishing them as a cultural phenomena of mid-century America.
Neon remained popular through the 1940s and most of the 1950s, but as with all good things the end was inevitable. The large corporations who had once supported the industry gradually withdrew their support and smaller companies could only afford small signs. The large signs that dotted the country had begun to age and maintenance was neglected, leaving faded graphics and dim sputtering lights. Manufacturers focused on plexiglass boxes with fluorescent lights, large billboards, and TV advertising and the once irreplaceable neon sign became looked upon as crude and outdated.
Today’s collectors watch for the Deco-style signs from the 1930s and the vintage diner look of the 1950s. Some of the most desirable signs from this time frame were painstakingly handmade by small shops and will be available in very limited quantity. As with most collectibles, rarity and condition are the main determinate of value, making the discovery of one of these signs a prized find.
Roadhouse, drive-in and hotel, bar and restaurant signs are among the most popular finds. Also watch signs from gas stations, tire and oil companies and auto manufacturers. Vintage neon from the beer and soda pop companies are usually among the more affordable signs. But beware, they are also the most widely reproduced. Do your research before you purchase and know how to recognize new signs that are not neon at all, but are made from defused LED bulbs made to look like neon.
A reputable online source for authentic neon is www.Artfactory.com. There you will find an excellent selection of neon hanging signs, free standing lollypops and neon clocks as well as assistance with restoration. Until next time . . . Linda
Linda Kennett is a professional liquidation consultant specializing in down-sizing for seniors and the liquidation of estates and may be reached at 317-258-7835 or lkennett@indy.rr.com.