Bekins Storage Co. Roof Sign
Also known as: Standard Fireproof Storage Co. Roof Sign
Why it's listed
Perched about 60 feet above South Fair Oaks Avenue in Pasadena, this two-sided neon roof sign sits on a steel frame atop the four-story Bekins Storage Co. Building. Each metal face measures roughly 32 by 12 feet and carries the words "BEKINS STORAGE CO." in green, red and light blue neon, with a flashing blue "MOVING" overlay. Installed in 1926 with bulb lighting and the name Standard Fireproof Storage Co., it was converted to neon in 1929 and has kept that appearance since. The sign was placed to be seen for several blocks in both directions along a road that was part of Route 66, so drivers could read it. Pasadena once had many large roof and projecting signs, but this is the only large pre-war example that survives. It is also among the oldest remaining large-scale uses of neon, which is the basis for its recognition for commercial advertising and signage. The building beneath it is not counted as a contributing resource.
Significance in brief: The sign is argued to be locally significant under Criterion A (commercial advertising) and Criterion C (commercial signage). It is the best-remaining and only surviving large pre-war roof sign in Pasadena, and one of the oldest remaining large-scale uses of neon. It was designed to be read from passing automobiles along South Fair Oaks Avenue, once part of Route 66.
Machine-generated summary. This summary was generated by a language model from the official nomination document and has not been reviewed line by line by an editor. It may contain errors. Check the source document before relying on any detail. Source: nomination document (PDF) · National Archives catalog entry. NRHP reference 97001212, listed October 15, 1997. Summary generated October 2026 (model claude-sonnet-5-5, prompt v1.0-2026-10-29, confidence high).
Key facts
| Address | 511 S. Fair Oaks Ave., Pasadena |
|---|---|
| County | Los Angeles County |
| Listed | October 15, 1997 |
| Reference number | 97001212 |
| Resource type | Object |
| Period of significance | 1926-1944 |
| Architect / builder | Noice and Merrill Engineers and the Greenwood Advertising Company (1926 design and installation); electricians J.E. Davies and J.F. Winn (1929 neon conversion) |
| Architectural style | Roof Sign |
| Criteria |
|
| Areas of significance | Commerce, Architecture |
| Level of significance | Local |
| Status (as stated in the nomination) | The sign remains unaltered from its 1929 appearance and is included in the City of Pasadena's Historic Sign Inventory. |
| Acreage | 0.9 |
| Coordinates | 34.13711, -118.15086 (NPS GIS) |
What listing means for this property
National Register listing is honorary: it recognises significance and does not restrict what a private owner may do without federal money or permits. It unlocks the 20% federal rehabilitation tax credit for income-producing buildings, state credits in many states, and Section 106 review when federal agencies are involved. See what listing means in practice.
General information, not legal or tax advice. Rules change; confirm with your State Historic Preservation Office or a qualified adviser.
Sources and further reading
- National Park Service, National Register of Historic Places database (snapshot May 2026), reference 97001212.
- Nomination form (PDF, National Archives) — catalog entry
- Wikipedia article (used for cross-checking only; text not reproduced here)
- Wikidata Q15198183
- This listing as JSON
Last updated October 2026. Found an error? See the editorial policy for how to report it.