A viewing is planned for this vintage Coca-Cola sign tonight (April 27) at the future home of the Health and Technology Center at 131 Bath Ave. , Long Branch.
The public is invited to attend a viewing tonight (April 27) to get a first hand look at the vintage Coca-Cola sign found after a building on Third Avenue in Long Branch was taken down to make way for residential units. The sign dates back to the 1900s.
The sign was discovered after Prime City demolished the former SICA building on Third Avenue. Construction has begun at the site at 20 Third Ave., which will now be known as SICA Lofts, a 31-unit apartment community. The start of the construction comes on the heels of receiving a $7.5M loan from Manasquan Bank.
At the viewing the planks from the sign will be laid out for all to see and Coca-Cola, pizza and snacks will be served. The event takes place between 6 and 8 p.m
The advertisement is painted on wood and advertises a “delicious and refreshing” Coca-Cola bottle at the time costing consumers 5 cents. Experts estimate that the sign dates back to the 1910s, which is when Coca-Cola first started spending money on painted wall advertisements.
Prime City said it is taking every action to ensure the sign is kept intact and preserved.
“We uncovered the historic Coca-Cola sign and quickly realized its significance. Immediately following its discovery, we installed scaffolding to preserve the sign and are working closely with the City of Long Branch to find the art a permanent home. We are doing our best to preserve its integrity for the community to enjoy for decades to come,” Alexander McGee, the co-founder of Prime City, the developer of SICA Lofts.
Located at 20 Third Avenue, the development will be built on a half-acre site, offering one-bedroom and one-bedroom plus den units averaging around 750 square feet. Amenities include an expansive common rooftop area with incredible views of the ocean. In addition, there will be 2,500 square feet of ground floor retail, where a portion is expected to serve as a community and cultural arts center paying homage to the property’s history as the original home of the Lincoln Can Manufacturing Co., and later the Shore Institute of Contemporary Arts (SICA).