Despite its weathered condition, the easily overlooked Elm Court sign at 4547 Petaluma Boulevard North is one of my favorite signs —a silent witness to Petaluma’s rich roadside history.
Established in 1947 by Lithuanian immigrant Morris Ziff, the Elm Court Motel represents a bygone era of American travel. Its distinctive sign, installed in 1948, holds special significance as one of the earliest neon creations by Warren Barber of Petaluma’s prolific Barber Sign Company.
The sign’s history intertwines with Petaluma’s visual heritage. Warren Barber, a Chicago Acme Neon Institute graduate, joined his brother Lew in 1947 after Lew had founded the Barber Sign Company in 1935. Trained in lettering at the Frank Wiggins Trade School in Los Angeles, Lew established what would become a family legacy. When Warren’s sons Paul and Mark joined the firm in the 1970s, they continued a tradition that would leave an indelible mark on Petaluma’s visual landscape.
Though its neon tubes have long gone missing, the Elm Court sign and the stucco cottage behind it are reminders of the mid-20th century, when auto courts dotted what was then known as the Redwood Highway. This precursor to Highway 101 accommodated tourists traveling through Petaluma to the Russian River resorts and the old-growth redwood groves of Mendocino and Humboldt counties to the north.
Today, many former auto courts have found new purpose as affordable housing sites, a role the Elm Court property may already serve. Alternatively, we’re witnessing a renaissance of sorts, with forgotten motels and motor courts being rehabilitated for a new generation of travelers seeking authentic experiences. Could such a revival be in store for the Elm Court? One can certainly dream.
If you share my fascination with historic signs, I invite you to join me at the Petaluma Arts Center on May 18th for “Exploring the History of Petaluma Signs” from 1:30 to 3 p.m. Tickets are available at mynorthbaytickets.com.
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How fortunate that Paul Barber shared photos of the original sign! Thank you for the article on a place and sign that first caught my eye in the 1980s.
Indeed. Paul’s photo collection and knowledge have been a tremendous help to me in research on Petaluma’s signs. And it was through Heather David, author of Motel California and Mid-Century by the Bay that I met Paul. She and her husband spotted the Elm Court sign on their way home to San Jose after Heather had given a presentation at the Santa Rosa Library. They pulled over and took photos of the sign and noted the Barber name. She returned home and started doing research and one thing led to another.
Katherine,
Love this post. Thank you.
When I was on the Petaluma Art Committee I wanted to get a neon sign made for the Arts Center, that simply said “Art,” for the building.
While on our way to Juilliard Park a couple of weeks ago we passed the remodeled Astro Motel on Mendocino, where we stopped in for a tour. They did a fabulous renovation, with mid century modern furniture throughout, great planting in the former parking area, including Mary McChesney sculptures. Unfortunately, I don’t think the sign is an original. https://www.theastro.com/photos?itemId=cs5n80hqt0af3acsn3fw14f35e4ccm
You’re so welcome. I hope to see you on the 18th at the Arts Center. They may not have a neon sign (a great idea, by the way), but I’m hoping they’ll host a neon exhibit. The presentation by Al Barna and Randall Ann Homan of SF Neon that PAC hosted in March about the art of neon was fabulous. I agree that the Astro Motel is a marvel. That project might have occurred in Petaluma if the Casa Grande Motel hadn’t been demolished.
Nice. I haven’t seen this one. Do you remember the Mark Twain Court sign in Windsor? Fabulous sign. I have a photo somewhere.
I haven’t. If you find the photo I’d love to see it.