Five Faves: The San Jose Signs Project

Five Faves: The San Jose Signs Project

By Heather M. David

“Because of a still substantial sign inventory here, there’s an overwhelming capacity for San Jose to take a leading role in Bay Area sign preservation efforts… But most of all, the great hope is that rallying around sign preservation can become San Jose’s signature…” Genevieve Roja, “Telltale Signs,” article in Metro News, 2001.

Lots of talk. Not much action. We’d been talking about our signs for nearly two decades. And we had lost a number of them during that period of inertia. Enter The San Jose Signs Project.

The San Jose Signs Project is a partnership between the community, historical organizations, and local businesses. We believe that signs are important place markers in our collective story, and that San Jose history should remain in San Jose. The mission of The San Jose Signs Project is threefold: to educate, advocate, and to preserve.

As part of The San Jose Signs Project launch in May 2017, 25 San Jose signs were selected to build a one-day driving tour around. With funding from the San Jose Preservation Action Council’s Jo Drechsler Memorial Fund, their stories were documented and a full-color guide was created. The inspiration for this booklet was a beautiful guide produced by the Tucson Historic Preservation Foundation called The Neon Pueblo: A Guide to Tucson’s Midcentury Vintage Advertising.

It’s very difficult to choose, but here are five of my favorite signs from The San Jose Signs Guide.


1: Safeway Sign (Former Futurama Bowl Sign)

Circa 1961, 5390 Stevens Creek Blvd.

Promoted as “San Jose’s Newest and Finest Bowling Alley,” Futurama Bowl opened in 1961. Designed by architects Powers, Daly, and DeRosa, Futurama featured 42 “automatic” lanes, a restaurant/cocktail lounge called the “Magic Carpet Room,” and a fitness center called the “Glamorama Room.” After a 30-year run, the bowling alley was closed to be transformed into a Safeway grocery store. All that remains today is Futurama’s quintessentially Googie sign, revamped and repurposed, its towering bowling pin supplanted by a giant Safeway logo. The sign has been so tastefully modified that many do not know that it began its days advertising a bowling alley.

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This article originally appeared in SCA News, Summer 2018, Vol. 26, No. 2. SCA News, also known as Road Notes, is a quarterly publication and a member benefit of the Society for Commercial Archeology. Back issues are available for download.