The Early Service Station Photograph and its Significance

May/June 2019 edition
Issue #5 AutoMobilia Resource Magazine
​John Mihovetz - Petroliana

As time marches forward, we are slowly losing our fellow collectors and people who had first hand experiences with Early Service Stations, and their owners & operators. Over the years, a great respect and following has grown for original Service Station photographs, and what secrets they hold. New technology has helped the way we can scan and zoom into these photographs, discovering new Globes, Cans & Signs. New discoveries are being made, and photographs are a great way of authenticating pieces never before seen, as well as helping to date some pieces to a certain time. 

​Sites such as USC Library, as well as Huntington Library have digitized millions of photographs starting in the 1890s, and the ability to zoom into these photos to look into Service Stations and Dealerships are second to none. The website oldgas.com also has an excellent photo archive of Service Station photos, showing thousands of Service Stations throughout the country. As the draw and demand for early Gas & Oil advertising increases, so does the chase for the extremely rare and highly sought after. Photographs are a great look into the past, and will continue to serve the hobby for years to come. Enjoy!  
 
John Mihovetz
 

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Gilmore Gasoline Service Station:
One of the most iconic names in all of Gas & Oil advertising is Gilmore Gasoline & Motor Oil. An early West Coast brand, Gilmore was started in Los Angeles, and was purchased by Mobil in the early 1940s. The vast majority of Gilmore advertising was destroyed, and is very sought after by collectors. This image shows an early Gilmore service station full of advertising. The most iconic of all is the lion tamer Gilmore flag man holding a Cloth Gilmore checkered flag. These flag men were hand painted, and made from plywood. Most of these pieces did not survive, and are extremely rare to find in all original condition. This photo also shows an, “It’s Fortified” cloth banner with roaring Gilmore lion graphic. The rarest piece in this photo by far is the large Gilmore Gasoline station identifier sign stretched across the entrance. I have never seen an original example of this sign, and I am fairly confident that none are left in existence. When Gilmore was purchased by Mobil, some of the first signs taken down were the neon leaping lions, as well as the large marquee Gilmore Gasoline island signs. There are some known photos of Gilmore service stations which also show pieces of advertising that have never been discovered, so the hunt continues!

Hood Tire Store:
What an incredible image of this early Hood Tires & Automotive Supply store. The windows show fantastic display pieces for Hood Tires, such as tin tire stands and cardboard easel back displays. The outer windows show beautiful Hood Tires banners, which I have never seen in person. This image is full of notable Hood Tires advertising, but the best by far is the large Hood Tires neon sign above the shops front door. This is a great example of a beautiful sign which most likely no longer exists, and one of very few that were probably ever produced. Without this photograph, we may have never known of this piece’s existence. Also in this photograph are the outstanding Hood Tires die cut porcelain flag men seen here guarding the front door. These pieces stand six feet tall, and show a beautiful image of a World War I, soldier type figure flagging you into the store. This photo shows some incredibly rare pieces of advertising from Hood, and also shows the excellent way they were originally arranged.

Richfield Station:
As seen in this photo of an early New York Richfield Gasoline Service Station, you can spot so many great pieces of advertising in their natural state. At the left of the photo you can see the Richlube Motor Oil porcelain sign in its original cast iron lollipop stand. Above the pumps is one of the most sought-after signs from Richfield Gasoline, which is the “Gasoline Of Power” porcelain shield sign. This four-foot shield shaped sign shows an Eagle graphic, with beautiful Richfield script & colors. Along the hand painted wall advertising Tires, Tubes & Greasing Services, you can spot multiple embossed tin signs from Miller Tires, as well as Edison Car Batteries. This is a great example of early service station advertising at its finest. Photos such as this one not only show how much advertising was displayed, but also helps us date particular pieces of advertising, and shows us how pieces were originally displayed.