The California Theatre opened in the dramatically remodeled Hill Opera House in January 1925. Along with the remodel came the installation of a gigantic neon sign, described as the “most beautiful, attractive, and costly electric sign in Sonoma County.” It was considered an “electric crowd magnet” when installed on January 17, 1925. The sign maker and installer were Brumfield Electric Company of San Francisco.
The sign was still on the building in 1957 when a disastrous fire caused significant damage to the theater. Was this when the neon sign was removed, as one might conclude from this Sonoma County Library photo? Or was the sign reinstalled after the fire and taken down when the Showcase Theatre opened at this location in 1968, by which time neon had fallen out of style? I’ve yet to locate any photos of the Showcase.
Today, the building is occupied by the Phoenix Theatre, which has no sign beyond a marquee advertising upcoming attractions.
Commemorating Juneteenth in Petaluma
Thanks for writing about Petaluma’s sign history. Very interesting