Star City Neon
by Susan Rissi Tregoning
Title
Star City Neon
Artist
Susan Rissi Tregoning
Medium
Photograph - Photography
Description
The iconic H&C Coffee and Dr. Pepper neon signs in downtown Roanoke, Virginia and the Roanoke Star off in the distance aglow at night.
In 1936, Bill Davis opened Virginia’s first Dr. Pepper Bottling plant in Roanoke, Virginia, and this Dr. Pepper sign was placed downtown in the 1940s. From 1957 through 1959, the people of Roanoke drank more Dr. Pepper per capita than any other place in the world, and they did it again in 1961. To this day, Roanoke still has the highest per capita consumption rates in the USA.
In 1927, the Woods brothers established Woods Brother’s Coffee Company in Roanoke, Virginia. After a time, Harold purchased Clarence’s interest in the company but continued with the brand name of H&C Coffee which stands for Harold and Clarence. In the ’40s, Harold made a trip to New York and was so impressed with the neon advertising that he had the H&C Coffee neon sign made.
The Roanoke Star sitting atop Mill Mountain 1045 feet above the city is one of the most recognizable icons in Virginia. It is actually three stars formed out of 2,000 feet of neon tubing standing 88.5 feet tall. It was first illuminated on November 23, 1949. There’s not another like it in the world!
The Dr. Pepper and H&C Coffee neon signs were moved to their current location in 2005 after being refurbished. All three signs are classified as National Historic Landmarks.
Copyright 2020 Susan Rissi Tregoning
Uploaded
May 4th, 2020
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