Farmers Insurance (Gone)
Alameda, CA
Photo courtesy Devil Doll

Need insurance? Maybe not tonight, but check out this Farmers Insurance marquee in Alameda. The colorful neon shield gives the office a little more roadside flair than the usual nameplate beside a door.

The familiar company emblem takes on a different look outlined in light. This is the sort of sign that could get a second glance from someone who had no plans to discuss a policy. Farmers once supplied these neon shields to its agencies, putting a recognizable name along local shopping streets. The Alameda example made an everyday office worth a nighttime photo stop.

UPDATE: The old Farmers neon shield has been removed. 09-26

Wessler (Gone)
Sacramento, CA
Photo courtesy Dave & Debra van Hulsteyn

When thinking of an auto body shop, does glowing neon come to mind? This Wessler sign in Sacramento gives the trade a little nighttime personality. In the photo, the glow nearly washes out the smaller auto body lettering. Apparently, the sign had plenty of shine even when the cars needed work.

Wessler Body and Paint Shop opened in 1942, and its sign appears to come from the 1940s or 1950s. The business is also listed in a 1950 Sacramento telephone directory, putting the name firmly in the city’s postwar automotive scene.

UPDATE: Wessler’s history goes back more than 80 years, but its final closing date is still a question. Not sure what’s become of the old neon either. Hopefully, someone saved the lettering before the lights went out for good. 10-26

Casa Blanca
Alameda, CA
Photo courtesy Devil Doll

Check out the neon lettering on the Casa Blanca sign. The name gets a little glow after dark, with a tile-topped hood giving the marquee a roof of its own.

That small detail makes this one worth a closer look. Rather than leaving the lettering on a plain signboard, the whole arrangement has a little roadside personality.

The neon is the part to catch after sunset. A quick look during the day might call for another pass once the lights come on.

Bonesio Liquor
Santa Cruz, CA
Photo courtesy Devil Doll

How about that neon arrow pointing the way into Bonesio Liquor in downtown Santa Cruz? The sign does a pretty good job of getting motorists’ attention before directing them toward the entrance. Apparently, just spelling out “liquor” wasn’t quite enough.

This neighborhood stop sits along Pacific Avenue, where the old marquee adds a little glow to the downtown scenery. While customers check out the bottles inside, sign hunters have something to admire outside. That arrow certainly knows which way to send the crowd.

The original notes mention a 2 a.m. closing time, giving the sign plenty of opportunity to shine after neighboring storefronts had settled down for the night. A late-night liquor joint with some old-fashioned roadside personality.

UPDATE: Bonesio remains listed as an operating downtown Santa Cruz liquor store. Local listings still carry those late-night hours, although they’re worth checking before making a special trip. 10-26

Ben Lomond
Ben Lomond, CA
Photo courtesy Devil Doll

Here’s a neon greeting for Ben Lomond, fittingly found in Ben Lomond. No business name or nightly special needed on this one. The town itself gets top billing, with illuminated lettering announcing a stop along Highway 9.

There’s quite a bit of history hanging above the roadway scenery. According to the Ben Lomond Village Alliance, the sign originally stood over Mill Street in the early 1930s. It later found its place in front of Ben Lomond Market, carrying the town’s name into another generation of passing traffic.

UPDATE: The Village Alliance reported in April 2025 that the sign still lit up, although its appearances were intermittent. 10-26

Flamingo Hotel
Santa Rosa, CA
Photo courtesy Heather David

Look up and check out the bird perched above the Flamingo Hotel in Santa Rosa. The hotel opened in June 1957, bringing a little resort glamour to town. After nearly 20 years away, its spinning neon flamingo returned to the top of the towering sign in May 1997. Quite a long migration for a bird that mostly stays in one place. 09-08

The sign’s unusual wheel-spoke design has some notable relatives. Architect Homer Rissman used the design at the Las Vegas Hacienda and the Palm Springs Riviera as well. With the Hacienda demolished, the Santa Rosa and Palm Springs examples are the survivors of that trio.

UPDATE: The Flamingo remains open, following a major renovation completed in 2021. Its landmark sign was preserved, and new lights were installed in August 2024. Santa Rosa designated the sign a local landmark in 1997, giving this familiar bird a little protection for its perch. 10-26