RZM Fine Arts and Antiques Inc Presents: Ask the Appraiser

I have been wanting to find out some information about this old soda advertisement that was removed from my grandparent’s ice cream parlor that was located on Jackson Avenue in Jersey City. They had operated this store from the 1930’s through the 1950’s. It was a busy place, serving breakfast and lunch. They sold everything from ice cream to cigars. I clearly remember the place. When they retired and sold the business, this was one of the items they decided to keep. It was hanging in their house in Manasquan NJ until that house was sold in 1975. I received it from my parents in the late 1990’s. So here it is. I have kept it carefully wrapped in towels all these years. It measures 15 inches tall and looks like the day it was made. Well taken care of. Please tell me how old it is and its value. I have a deep sentimental attachment to it. For me, it is priceless, as it brings back to mind many happy memories. 

Evelyn

Greetings Evelyn. I can certainly empathize with your sentimentality towards this sign. As I was reading your question, I was conjuring up in my own mind what this establishment may have looked like in the mid twentieth century. But in reality, you do have a piece of that wonderful place. Be thankful for that. Your vintage metal Pepsi Cola sign was produced in 1942. The sign is now known by collectors of soda advertisement memorabilia as the “Bigger Better Thermometer Sign.” So, you know, this sign would not be considered a rare Pepsi Cola sign by collectors. However, the great majority of these signs we encountered are either badly worn or rusted out. The glass thermometer is always cracked or completely missing. In fact, your sign is the very first one I’ve seen with the thermometer intact. Remember, these signs were for the most part hung outside establishments for many years. There by being exposed to all the elements. As a result of this, it is rare to find one in the extraordinary condition that your sign has remained. The blue and red colors are vibrant, there isn’t a scratch on it and best of all, the thermometer is present and apparently in operating order. Not to mention the wonderful graphics.  As I have mentioned in this article many times, serious collectors would rather pay more for something in excellent condition, than pay less for something damaged and worn. Therefore, the current value of this “Bigger Better Pepsi Cola Thermometer Sign” is 800 USD. I will note that if this sign was in the general condition that they are normally found, the sign would be worth less than 100 USD. There are just not enough pristine examples, like the one you own, available to satisfy the market demand.