The iconic Coca-Cola sign in San Francisco’s South of Market District, a landmark for more than 80 years, will soon be taken down.
According to KPIX 5, San Francisco’s Department of Building Inspection issued a permit to tear down the sign, which will cost about $100,000. The permit adds that the sign cannot be replaced.
SF DBI confirms a permit has been issued to tear down the iconic Coca-Cola sign at 701 Bryant Street. @KPIXtv pic.twitter.com/zN49gsldZM
— Andria Borba (@AndriaKPIX) October 26, 2020
Utah-based Yesco, which controls the sign, has not responded to requests as to why the sign is being dismantled.
“While we, like many San Franciscans, will miss seeing the sign, we made the difficult decision to not renew the lease as part of our efforts to focus on other digital media platforms that support the growth of our overall beverage portfolio,” Coca-Cola said in a statement. “Everywhere we operate, we strive to create value and make a positive difference. While the sign will not be visible, we remain committed to the San Francisco community through active support of many civic, cultural and charitable programs.”
The lighted “Enjoy Coca-Cola” billboard was first erected in 1937 and quickly became one of the first things people crossing the Bay Bridge were greeted by.
The original neon sign was upgraded and replaced over the years. The most recent upgrade was done in 2010, converting the display to energy-efficient LED lights.
Tributes, as well as opposition in response to the sign’s removal, poured in on social media by local city officials, journalists, and members of the greater San Francisco community.
Reminds me of the Citgo sign in Boston, where citizens have inexplicably fought to give it historic preservation status.
Let’s be smarter about this stuff, SF and not spend public resources to promote corporate advertising just because we think it’s cute. https://t.co/qCRSf66ATC
— @nickcho (@NickCho) October 27, 2020
This is a gut punch. I stared at that sign for 20 years, first from my apartment window above Dolores Park then from my balcony on Twin Peaks. A reassuring, glittery constant as Soma and SF transformed in front of my eyes. https://t.co/18kxpCixgf
— Adam Carson (@AdamCarsonAFI) October 27, 2020
I realize there are many things to focus on, and I am, but so folks know Ive spoken to building owner & reached out to Coca Cola. Destroying this iconic 83 yr old sign makes no sense, if I can find a way to maintain it somewhere I will try to find a wayhttps://t.co/p75Qd3OL5v
— Matt Haney (@MattHaneySF) October 27, 2020
