Whether called building signage, billboards, mural ads, ghost ads, phantom ads or a dozen other names, I love to take walking tours of our great city neighborhoods and enjoy seeing vintage advertising in the form of faded lead paint on brick advertsing on old commercial buildings.
Whereas signs fall into disrepair and are removed, these faded ads on the side of buildings often last for several decades or more and are the last reminder of a commercial business long since shuttered or a product no longer manufactured. Here is the first installment for this vintage advertising series capturing vintages ads in St. Louis, Missouri: Orange Smile Soda, 2001 S. 9th Street (Souldard).
About the Orange Smile Syrup Company
In 1929, Orange Smile Syrup Company opened in Soulard at the old 2101 S. Ninth Street. It joined a growing industry of local producers of carbonated beverages, including American Soda Water at 1326 Ann Avenue, By 1930, St. Louis had 17 soda producers selling over $2,89 million carbonated beverages per year. By 1937, Missouri was ranked in the top 10 of states in the production of carbonated beverages. For 30 years. Orange Smile Syrup Company manufactured St. Louis favorites Buster Cola, Cheer-Up Soft Drink, and Smile Orange Drink. Shortly after opening the factory, William Cox, owner of the Orange Smile Syrup Company, added colored tiles to the exterior of the building forming advertisements of "Drink Cheer Up, Made Good for You" and "Drink Smile, Refresh with a Smile" (Pictured Above). For a history of the Orange Smile Company, visit the Soda Spectrum Series.
About the Orange Smile Building.
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1860 Site was leased and used as the Union Park & Beer Garden.
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1871 The old Union Captial Hall was constructed at 2001 S. Ninth Street as a German/Bohemian social hall and was located in Union Park.
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1875-1880 Building was leased by the Bohemian Gymnastic Association.
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1887-1894 Building was leased by the German Turnverein.
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1894-1900 Building was leased by the Bohemian Gymnastic Association.
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1896 Building was partially destroyed by the Great Cyclone of 1896.
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1900 Building was purchased by the Bohemian Gymnastic Association.
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1922 The Bohemian Gymnastic Association closes.
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1922 Building was purchased by the Beatrice Ann Realty Company.
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1924-1926 Building was used as the Allen Auto Parts store.
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1926 Building purchased by William Cox from Lafayette Southside Bank of St. Louis.
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1929 William Cox opens the Orange Smile Syrup Company.
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1953 William Cox dies.
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1959 Martha Frances Cox Webb inherits the property.
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1960-1965 Building converted to roller skating rink.
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1967 Building purchased by Powercraft Corp. and used for electrical part manufacturing facility.
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1993 Powercraft Corp. closes and building taken back by the U.S. Small Business Administration.
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2002 Smile Lofts project begins.
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For a history of the Orange Smile building, click on Smile Lofts.
Interested in renting a loft at the Smile Lofts or interested in renting or purchasing in Soulard, LaSalle Park, Benton Park or Lafayette Square? Contact Ryan Shaughnessy at PREA Signature Realty at 314-9714381 or send an e-mail to Ryan@PREASignatureRealty.com. Or, visit our website at www.PREASignatureRealty.com.
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