An old sign in Fresno. I wish I remembered where.
I'll admit it: Fresno is not in Northern California. But I'm not going to strictly limit myself just because of the name I chose for the blog way back when. I live in Sacramento, and while Sacramento is part of Northern California, it is also a part of the Great Central Valley, which extends from Bakersfield in the south to Redding in the north. All of it is linked by the backbone of the state, CA 99, formerly U.S. Route 99.
In early 2007 I felt like I had accumulated enough photographs of vintage neon signs in the Central Valley that it wouldn't take a whole lot more to have enough for a book. Of course, I've since realized that many of the neon photos I took early on are not worth sharing with the world, and I've spent a lot of time trying to get better photos of the same signs. But at the time I was just looking to round out my collection geographically.
I headed off to Fresno, stopping along the way in places like Manteca, Chowchilla, and Merced. That led to me arriving in Fresno late in the afternoon on a short February day. I quickly ran around and shot what I could, and had plenty of time in the evening to shoot signs at night.
Fresno was a total wonderland for me. I had already taken hundreds of photos of neon signs in Redding, Red Bluff, Chico, Marysville/Yuba City, Sacramento, Lodi, and Stockton, so I fully expected there to be a good number of interesting old signs in Fresno. But I was unprepared for the abundance and magnificence of what I found in terms of old signs and architecture, but particularly of my very favorite subject, historic theaters.
I slept in an old motel along the historic route of U.S. 99, pre-freeways. I chose it because it was the only one along that strip that had a functioning sign. This proved to be a poor criterion for choosing a place to stay the night. I paid $50 cash up front. The sheets were stained. I couldn't get the heat to work. Rain from earlier that morning had soaked through the roof and the ceiling, and led to some of the popcorn texturing from the ceiling falling onto the carpet. I could only flush the toilet by taking the lid off and manipulating the mechanism inside the tank. And I nearly forgot the train whistles from the tracks across the street.
Getting little sleep, I got an early start the next morning, and ran about madly trying to capture everything I could in a short period of time. Soon enough, I set off, having spent well under 24 hours in the city. But I had pretty good luck in that time, particularly in that the skies were clear after the aforementioned rainstorm. I hadn't checked the forecast or anything, but I was blessed with deep blue skies. Good thing, as I didn't use a polarizing filter.
A couple of months later when I was quite a ways south of Sacramento, I decided to quickly revisit Fresno and try to get a couple of shots in afternoon light that I hadn't gotten on that previous trip. The forecast called for blue skies in Fresno, but the forecast lied, and I was disappointed with both the lighting and the skies.
In wasn't until two years later that I saw Fresno again, this time just briefly stopping in on a trip to Bakersfield, made for much the same purpose as my original trip to Fresno. This time I visited an area I hadn't made it to the previous times, the old U.S. 99 route on the south edge of town. I found some real beauties there.
I'm sure there are more signs that I didn't find in my short explorations--this is not a complete guide. Not yet, anyhow. And I haven't had a chance to research my subjects yet, so mostly what I have now is just photographs and addresses, but I do hope to revise this many times in the future to add more detail. Clovis, once a separate town, but now part of Fresno's suburban sprawl, is included in this, but I will give it its own section. The rest of the Fresno signs are arranged alphabetically by street name, except for those along the historic U.S. 99 route, which are in order from north to south, and which will comprise my starting point.
Historic U.S. Route 99
3393 N. Parkway Dr.
Astro Motel
In addition to the gorgeous sign above, they have this one freestanding:
N. Golden State Blvd.
Arcade Trailer Park
1849 N. Golden State Blvd.
Del Mar Motel
1473 N. Golden State Blvd.
Hollywood Inn
Hmmm. I don't know why I wouldn't have a photo of this sign, since I remember it, and I shot everything around it, but I can't find a photo I took of it. So look at this one instead.
1411 N. Golden State Blvd.
The Sands Motel
I was accosted by a pedestrian who wanted to know why I was taking a photo of these signs. I explained that I love neon signs, to which she pointed out that there was no neon on either sign. But it was neon. You can see the hole for the tubes. It looked a lot neater before they decided to break off the tubing and repaint it. See this shot.
1383 N. Golden State Blvd.
Town House Motel
And the very cool sign for their coffee shop, even though it isn't neon:
1325 N. Golden State Blvd.
Fresno Motel
N. Golden State Blvd.
El Camino Motel
740 W. Olive Ave.
Bel Air Motel
This motel was recently demolished. It's just a dirt lot with 3 palm trees at this point. My favorite was the sign for the old dining and banquet room.
2155 S. G St.
Andy's Cocktails
We've skipped over downtown and reached the southern edges of Fresno by the time we hit this sign. I'm not sure what the exact route of 99 was through downtown, but I hope to find out in a couple of months.
This is a beautifully maintained sign that I really should have photographed. I saw it when I was running late coming back from Bakersfield, and I just keep seeing more and more signs to stop for which was making me even later. I didn't stop for this one, figuring that the good condition of the sign was an indicator that it would still be around next time I visit Fresno. I hope I'm right. This is the only shot I can find of it right now.
2309 S. G St.
Fresno City Motel
This isn't the main sign, but one a block away. The main one isn't that interesting. While I want a shot of it, I didn't stop for one when I saw it.
2325 S. G St.
Big Star Motel
This is one of those signs that makes my jaw hit the floor when I spot it. This old stretch of U.S. 99, not quite visible from the CA 99 freeway, is a seedy area. The motel has a fence around the parking lot with barbed wire on top, and all of the nearby streets have "NO STOPPING ANYTIME" signs. Had residents of the motel but standing around, I probably wouldn't have gotten my shot, but there was anybody around at all late on a lovely Sunday afternoon--it was rather eerie. I illegally parked and got my shot.
2395 S. G St.
Cafe 309
2833 E. Church Ave.
Gables Motel
Not far from the Big Star Motel, this one looked a little safer to me, and was easy to park by.
2710 S. Orange Ave.
Ayres Motel
On the far southern edge of Fresno. The owner of this old motel came charging out to find out why I was taking pictures. When I explained my interest in neon signs and old highway routes, he seemed stymied. He wasn't happy with the answer, but couldn't think of much to say in return other than, "But the sign doesn't work." That's too bad, but it doesn't have any affect on a daylight shot.
The motel comes with two bonus signs!
If you are traveling down the old 99 route in search of vintage neon signs, it's worth continuing on from here, as soon you'll see the gorgeously rusting signs for the California Motel and Fowler Motel, but I'll cover that stretch in another blog entry and return to Fresno proper.
The Rest of Fresno
4151 E. Ashlan Ave.
Ashlan Park Shopping Ctr
I saw this driving by, but haven't stopped for a shot yet. Here's a photo of it.
322 E. Belmont Ave.
Fresno Automatic Transmissions
Now La Segunda thrift store.
about 2300 block of E. Belmont Ave.
7-Up sign
Just my best guess from memory as to the location.
415 N. Blackstone Ave.
Maxwell Studio
4674 N. Blackstone Ave.
Paradise Liquor
4735 N. Blackstone Ave.
Me 'n' Ed's Pizza
4757 N. Blackstone Ave.
Blackstone Village
5420 N. Blackstone Ave.
Caliche's Frozen Custard
I don't even remember if I saw this in person, or just saw this photo from one of my Flickr contacts.
N. Blackstone Ave.
Ronnie's Midway Market/Midway Liquor
N. Blackstone Ave.
Motel
Broadway
Radiator M
Broadway
Radiator T
645 Broadway
Arrow Electric Motor
729 Broadway
Baskin's Auto Supply
1170 Broadway
Crest Theatre
1709 Broadway
Pope Tire Co.
The business is even older, but it operated at this address from 1941-1998.
1725 Broadway
Rainbow Ballroom
I was fortunate that there was a performance here the one night I was in Fresno, so I got to see it all lit up.
1828 Broadway
Econo Inn
Presumably a motel under a different name when the big arrow was installed.
3131 N. Cedar Ave.
Cedar Lanes
I'm pretty sure I've never seen this sign, but it just made my list as I saw this photo of it on Flickr.
4131 N. Clovis Ave.
Tarpey U-Save Liquors
Just barely outside of Clovis.
575 Divisadero St.
Eagle Cafe
The Lamp Post
607 Divisadero St.
609 Divisadero St.
Lum's Chop Suey
838 F St.
Azteca Theatre
Darn it, I know I have a photo of this, but I can't find it.
844 F St.
La Fiesta
1171 Fulton St. (now Fulton Mall)
Guarantee Savings
Presumably the 3-sided, revolving G sign was installed when Guarantee Savings took over the building (constructed in 1916) in 1961.
1400 Fulton St.
Warnors Theatre
The neon sign is nice on this theater, but there are some details that are even better, and I've heard the interior is magnificent.
1445 Fulton St.
Wilson Theatre/Cornerstone Church
1663 Fulton St.
Luau
1711 Fulton St.
Tokyo Garden
1135 N. Fulton St.
Golden Restaurant
539 G St.
Kerr Rug Co.
7xx G St.
Liquor store
727 G St.
1965 Rainbow Cafe
2125-2139 Kern St.
Hotel Virginia
In operation under that name from 1920-1980.
1915 W. Olive Ave.
Mendes
Just a small market, despite the fabulous sign, I believe.
1805 W. Olive Ave.
Marab Liquor
One sign freestanding, one on the building.
710 W. Olive Ave.
Angelo's Drive-In
Since 1954, as you can see it says in the photo below.
234 W. Olive Ave.
Pianos
about 713 E. Olive Ave.
7-Up sign
815 E. Olive Ave.
Tower Theater
935 E. Olive
Lauck's Bakery
It's now a bakery under another name, and the lovely sign is gone.
3563 E Tulare St.
Dee's Plumbing
4233 E. Tulare St.
Winton's Vista Pharamacy
4608 E Tulare St.
Fong's Chinese Dinners
4622 E Tulare St.
U Save Liquor
Van Ness Ave.
Fresno Arch
944 Van Ness Ave.
Hardy's/Mexico Theatre
2222 Ventura St.
Haron's Jaguar
2149 Ventura St.
Halwood's Service
3559 E. Ventura Ave.
Castillo's Mexican Food
Tecolote Dance Cafe
I can't find any information on this place. My recollection is that it was downtown, on the southwestern side of the railroad tracks, like on E or F St.
CiCicco's Italian Restaurant
There are 11 of them in the Fresno area, and I'm not sure how many have this wonderful signage. I know I have a photograph of the original one on the 100 block of North Blackstone, but I don't think this is where this shot is from.
Clovis
Clovis Ave.
Clovis sign
957 Clovis Ave.
Lil Brown Jug Liquors
1419 Railroad Ave.
Skyline Club
