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Iconic Coca-Cola Billboard In San Francisco South of Market Coming Down Permanently After 83 Years

SAN FRANCISCO (CBS SF) -- An landmark Coca-Cola sign in San Francisco's South of Market District that has been shining on Bay Bridge travelers for more than 80 years will soon be dismantled.

San Francisco Coca-Cola sign
(Carol M. Highsmith/Library of Congress)

The city's Department of Building Inspection confirmed to KPIX 5 that it has issued a permit to tear down the sign located at 701 Bryant St.

The sign is controlled by Yesco in Ogden, Utah; the company has not yet responded to a request about why it is coming down.

According to the permit, the cost of the sign's removal is $100,000 and stipulates it cannot be replaced.

The lighted, animated "Enjoy Coca-Cola" billboard has a familiar sight to people crossing the Bay Bridge since it was first erected atop a newly-constructed building in 1937 just as the Bay Bridge was opened.

The original neon sign has been replaced and upgraded several times over the years, the most recent in 2010 when it was converted to an energy-efficient LED display.

"While we, like many San Franciscans, will miss seeing the sign, we made the difficult decision to not renew the lease as part of our efforts to focus on other digital media platforms that support the growth of our overall beverage portfolio," read a statement from Coca-Cola Company, North America Group sent to KPIX 5. "Everywhere we operate, we strive to create value and make a positive difference. While the sign will not be visible, we remain committed to the San Francisco community through active support of many civic, cultural and charitable programs."



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