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The Coca-Cola Company announced today plans to replace the historic neon
sign in San Francisco’s South of Market district. Coca-Cola has
maintained a display alongside the southbound lanes on the I-80 freeway
heading in to downtown San Francisco for more than 75 years. In its
place will be a state-of-the-art LED display that is consistent in size
and brightness with the existing sign but 80% more energy efficient and
is to be powered by 100% sustainable and certified “green” energy.
The display, located at 701 Bryant St. (Bryant and 5th St.)
and near San Francisco’s famed flower market, is visible to drivers
approaching the Bay Bridge from the south/east and disembarking the
bridge from the north. It has become a familiar landmark for those who
live and work in the downtown area. Work on replacing the sign will
begin on the weekend of November 28-29, 2009.
“For decades the historic Coca-Cola sign has greeted those crossing the
Bay Bridge and those who live and work nearby with a warm welcome to San
Francisco,” said Bea Perez, Senior Vice President, Integrated Marketing,
Coca-Cola North America. “It is our desire for the new energy efficient
and technologically advanced sign to offer the same hospitable message.”
The classic display has been a familiar sight to millions of
pedestrians, commuters and visitors. The original billboards were
installed on the rooftop of a newly constructed building in 1937 just as
the Bay Bridge was opened and have been replaced several times with the
last update more than 25 years ago. Today, the building houses an
independent retail business Antonio’s Antiques.
To begin preparations for installation, power will be shut off to the
existing display starting today. Skilled display and lighting workers
will begin carefully dismantling and removing the display faces. By
December 11, it will be completely disassembled and the installation of
the replacement faces will begin. The metal materials and wiring from
the existing faces will be recycled as much as possible and items such
as the old neon will be disposed of in accordance with environmental
guidelines.
In its place will rise an improved display expected to be operational
within a few weeks. Visually, it will maintain a consistent size and
appearance as the existing Coca-Cola sign. The new sign will now also
feature the familiar Spenserian script of the Coca-Cola logo on both the
north and south of the display. In view of thousands of people who cross
the Bay Bridge every day, the high efficiency lighting of the new faces
will not increase the brightness of the sign but will enhance the
reliability of its performance and with much greater energy efficiency.
“The Coca-Cola Company has a companywide commitment to engage in
environmentally responsible and sustainable energy practices for all
aspects of our business,” said Laura Younkin, Message Integration
Manager, Coca-Cola North America. “We took a multifaceted approach to
lighting, construction materials and mounting, to create the most energy
efficient display as possible. We also kept in mind the aesthetics and
history of our sign in the area. I am very pleased that we have been
able to secure 100% green energy for the reduced power requirements of
the sign.”
In addition to the environmental benefits from powering the new display,
its lighter weight and structural upgrades offer additional earthquake
stability. The new display will be engineered and assembled by YESCO, a
leading manufacturer and supplier of electronic displays in the U.S.
They will manufacture the display in Reno, NV and it will be reassembled
in San Francisco starting December 11. The replacement displays will be
in place and relit by the end of December.
Coca-Cola also plans a ‘flip-the-switch’ ceremony to celebrate
relighting the new sign. More details will be forthcoming.
About The Coca-Cola Company
The Coca-Cola Company is the world’s largest beverage company,
refreshing consumers with nearly 500 sparkling and still brands. Along
with Coca-Cola, recognized as the world’s most valuable brand, the
Company’s portfolio includes 12 other billion dollar brands, including
Diet Coke®, Fanta®, Sprite®, Coca-Cola
Zero™, vitaminwater®, POWERADE®, Minute Maid®
and Georgia Coffee™. Globally, we are the No. 1 provider of sparkling
beverages, juices and juice drinks and ready-to-drink teas and coffees.
Through the world’s largest beverage distribution system, consumers in
more than 200 countries enjoy the Company’s beverages at a rate of
nearly 1.6 billion servings a day. With an enduring commitment to
building sustainable communities, our Company is focused on initiatives
that protect the environment, conserve resources and enhance the
economic development of the communities where we operate. For more
information about our Company, please visit our Web site at www.thecoca-colacompany.com.
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