Pabst Over Chicago: 1943

This was indeed the Chevy sign. Pabst took it over. You can still make out the Chevy logo in the superstructure of the sign. The lower left hand corner of the "B" in Blue and the upper right hand corner of the N in "Ribbon" served as the edges of the classic Chevy "bowtie" logo.

This photo is facing North on South Water Street and intersecting roughly what is now Columbus Drive. The ground level of this photograph is now covered by an elevated roadway in this area. If you went to this spot today, the Pritzker Pavilion at Millennium Park designed by Frank Gehry would be just behind you.

The Playboy Building is visible in the background, now once again called the Palmolive Building and converted to condominiums. It sits between the Drake Hotel and John Hancock Tower at the end of the Magnificent Mile. The Drake is not tall enough to be in view here.

The Allerton Hotel and Northwest University Law School in Streeterville are also visible here, which they wouldn't be today from the site, although they are still standing.

Several of the mid-rise buildings in this photograph are no longer standing, in particular the large red-brick warehouse at the center mid-ground, to the right of the Playboy/Palmolive. This is where the NBC Tower now stands, just north of the river.

After viewing this clip of the Chevy sign, I'm fairly convinced that it and the 'Pabst' sign are one and the same. Shown in the clip of the Chevy sign is the same tall building that is located to the left of the Pabst sign in the photo. There are other similarities as well, like the circular design of the sign, the clock at the lower right, etc. It's my guess that Pabst took over the sign after Chevy and made the slight changes to suit their logo.

This is a film clip of another Chicago sign. It shows how animated signs were operated. I can't find any date, but the technology looks like 1940 or so.

http://www.encyclopedia.chicagohistory.org/pages/410104.html

I see the tallest building to the far left when I'm going to and from school. It's surrounded by a bunch of other buildings now.

Thanks Dave, do you know if the sign was animated in any way?

[The hands on the clock moved! If you mean did various parts of the sign blink on and off, I don't know. - Dave]

Can anybody tell me if this sign was was animated and are there any night time shots of it?

[The nighttime shot of this neon sign is here. - Dave]

It appears we are looking north from either Monroe or Randolph. I want to say we're looking from Monroe and that bridge spanning the width of the pic under the sign is Randolph. The row of low-rise buildings on the left side of the pic that are ~6 stories tall and have the water towers on top of them would then be on the east side of Michigan Ave and sitting directly on the north side of Randolph. I believe these trains are in the area east of Michigan Ave and north of Monroe, but south of Randolph as it used to be a railyard (now Millennium Park, north of the Art Institute).

Furthermore there were never any buildings previously on this spot, as it would have either been a rail yard or part of Grant Park (where no buildings were allowed to be built, except for the Art Institute). This leads me to believe that we are looking north from Monroe towards Randolph and beyond. The vast empty space behind the Pabst sign spanning the whole width of the image would now be occupied by Illinois Center, the Prudential Building and of course the tall white AON Building (3rd largest in Chciago at the moment), or whatever they call it these days.

I went to Navy bootcamp in Great Lakes Il. in 1983 and after spending 10 wks. without beer our first chance to have a brew came. Unfortunatly for me the ONLY beer avaliable to us at the time was Pabst Blue Ribbon. Now, not being a Pabst fan I was very unhappy about that but after 10 tough weeks I said "what the heck" and ordered a couple of beers. I'll tell you what, that was the best beer I've ever had. I got so drunk the rest of the day was blur. I'd like to say "Thanks you Pabst" for the best beer ever and day I don't remember.

The blue flags placed on the cars would be a violation of federal regulations today as they now have to be located at the switch providing access to the track. Also, note that several of the cars are on "yard air" in order to test the brakes on each car prior to movement. Finally you can see that this photo provides good images of several different types of car ends all together in one place.

As I am from Milwaukee, I have no clue as to which buildings are which! I do know that the photo is definitely facing north as I now work for the South Shore commuter railroad and am familiar with the lakefront. I also know that the original Santa Fe railroad corporate headquarters was almost directly to the west of this photo and is still there today with the Santa Fe sign on top. It is now an historic landmark.

There is no question about it, this photo is facing north.

Here's a 1940 Pabst ad that explains it.

Blended 33 to 1? That sounds like a strange formula to me...but of course I'm not informed on the whole beer and beer history thing.

Definitely facing North, definitely the Carbon & Carbide building - my dad used to have an office there. Not sure about the Playboy Towers.... might that be the Drake Hotel?

I believe this photo is facing north. Quite a few of the skyscrapers are still there. All the way to the left, the black & gold building is the Carbide & Carbon (or is it Carbon & Carbide?) building on Michigan Ave. I seem to remember something about it being the "first" skyscraper. Just to the right, with the little cupola on top, is the original Stone Container Building at Wacker & Michigan Avenues. Off in the furthest distance in the center of the photo you can see what was originally called the Pamolive building (it became Playboy Towers, and is now a condo building). I think the building behind the Pabst sign at the right edge of the sign is the Chicago Tribune building, and across from it (underneath the main part of the sign) you can see the white building that is the Wrigley building. They flank Michigan Ave. just north of the Chicago river.