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VINTAGRAPH • WPA • WWII • NORTH TUSCANY COAST, 1948

Tahoe Beer: 1940

Tahoe Beer: 1940

March 1940. "Genoa, Nevada. Stores on Main Street." A former Mormon outpost, Genoa was the first settlement in the Nevada Territory. Medium-format negative by Arthur Rothstein for the Resettlement Administration. View full size.

 

Circular items

What are the round metallic things on the brickwork of the building?

[They're anchor plates. -tterrace]

If that's a cottonwood

If that's a cottonwood, I'm a Dutchman. The leaves are completely wrong for a cottonwood. Them's willows of some kind.

Cool, Clear Water

Looks like the water tap is to fill the (now defunct?) horse trough. The bucket will help you fill your radiator. Only a little at a time if the water is too cold.

Radiator filler.

I love the design of that extended faucet for filling radiators.

Car ID

1929 Model A Ford 3 window sedan.

Famous in film

In the 1973 Don Siegel film, "Charley Varrick", Genoa portrayed the fictional town of Tres Cruces, New Mexico. The old courthouse stood in for the exterior of the fictional Western Fidelity Bank, which is robbed by Charley (Walter Matthau) and his partners. The bank interior shots were filmed in nearby Minden.

Water source for the Radiator

Did you notice the water supply a few feet in front of the Ford? Do you think it's configured to provide radiator top-offs? Thanks for the more recent photo.

The Gnarly Cottonwood

No mistaking the deeply fissured bark of the Cottonwood. If it weren't for these trees, the Great Basin would be largely treeless.

A vanished brand

Tahoe Beer was brewed by the Carson Brewing Company in Carson City from 1913 until 1948. Like countless other local breweries, the Carson Brewing Company couldn't survive the postwar consolidation of the brewery industry into a small number of national companies. The former brewery building in Carson City now houses the Brewery Arts Center.

Just across the line in California there's a new outfit called the Tahoe Mountain Brewing Company, so in a sense the name lives on.

The Wild West

went to Genoa to die. Unexpectedly recovering, it has made Genoa a respectable tourist destination and the home of America's Oldest Thirst Parlor.

Lemonolyuf

Curious graffito on the trough. Lemon water for horses?

 
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Shorpy.com | History in HD is a vintage photo blog featuring thousands of high-definition images from the 1850s to 1950s. The site is named after Shorpy Higginbotham, a teenage coal miner who lived 100 years ago.

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