Its absence has revealed on an adjoining wall what my friend and urban archeologist Nan Castle would describe as an urban artifact – an advertisement from the early 20th century for Sego Milk.
The Sego Milk Products Company opened in 1916 in Galt, California and was "From 1917 to 1957 ... the pride of Galt." according to an October 14, 2004 article in the Lodi News-Sentinel. (click here for link: http://www.lodinews.com/features/vintage_lodi/article_7f24a1d3-aba3-5636-b023-dac35f7ca9aa.html
The caption above the logo reads "From Sweet Trees (?) and Pastures"
while the one below reads "5,000 Feet Above the Sea". (Galt, California, where it was made, is only about 50 feet above sea level. Truth-in-advertising wasn't a thing back then.)
Just above the Sego sign can be seen another sign advertising "Bath" and something else.
A glimpse into an earlier era in San Francisco is available at least until construction on a new building begins, when it wil be covered over and forgotten.
Copyright
© by Chris Enquist 3/5/18
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