Say goodbye to San Francisco’s iconic Coca-Cola sign – SFGate

The Coca-Cola billboard, a beacon for travelers in San Francisco since 1937, will soon disappear from the South of Market cityscape.

A work permit dated Monday, Oct. 26, for removal of the sign and its support structure at Fifth and Bryant streets was issued by the city. Crews erected a scaffolding for the job.

For decades, the glowing sign has greeted drivers traveling on the freeway to and from the Bay Bridge. It was one of longest actively operated commercial signs in San Francisco and among the most famous in city  history.

Coca-Cola will pay $100,000 to remove the sign, which rises 112 feet above street level.

Soaring rental costs reportedly prompted the beverage giant to take down the sign. SFGATE reached out to the company for confirmation but received no reply.

In 2010, the billboard’s neon lamps were replaced with LED lighting to save energy.

In a 1986 column, San Francisco Examiner bureau chief Eric Best wrote, “The Coca-Cola sign at Fifth and Bryant beat white and red like a giant heart, a neon reminder of the bright lights of Broadway.”

In a day or so, that heart will cease to beat, and San Francisco will lose an iconic landmark forever.

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Say goodbye to San Francisco’s iconic Coca-Cola sign – SFGate

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