Two years ago, a remarkable piece of history was uncovered in downtown Long Branch when a vintage Coca-Cola sign, dating back to 1910, was discovered during the demolition of an adjoining building’s exterior on Third Avenue. This historic find, which had been hidden for over a century behind the walls of a neighboring structure, offers a unique look into the city’s past and has become a source of pride for the community.
The vintage Coca-Cola advertisement, carefully preserved under layers of building material for many decades, was removed by developers Dan Silverman, Alex McGee, Mike Reichel, and their partners Nick Urgo, Angelo, and Anthony Giachi of Prime City. With a deep sense of responsibility, the developers generously donated the sign to the city, ensuring its preservation for future generations to enjoy.
Experts from Coca-Cola’s Atlanta archives confirmed that the sign dates back to around 1910, based on the distinctive slogans “Delicious & Refreshing” and “Relieves Fatigue,” as well as the color scheme. These identifiers were crucial in helping pinpoint the sign’s era, making it one of the few remaining pieces of advertising from that time. Out of over 100 Coca-Cola advertisements that once lined the Jersey Shore, Long Branch is the only location where such a sign has survived.
The sign, painted on original wooden planks, had been well protected by the adjoining building, which helped preserve it in remarkably good condition. The developers carefully removed each plank, numbering them to ensure proper restoration and storage. This meticulous process ensured that this piece of history could be carefully preserved and displayed for future generations.
The Coca-Cola sign is not just an artifact; it’s a reflection of the city’s ongoing revitalization efforts. The discovery comes at a time when Long Branch is undergoing a transformation, with new projects aimed at modernizing the city while respecting its heritage. The future Health & Technology Center, located at 131 Bath Avenue, is one such initiative. The center will offer health services, outdoor spaces for recreation, and a technology hub designed to bridge the digital divide within the community.
In addition, the Free Public Library will temporarily be housed in the renovated building, further underscoring the city’s commitment to both preserving its historical landmarks and building for the future.
Keith Eyerman, the owner of 22 Third Avenue where the sign was found, expressed his pride in contributing to the preservation of this piece of history: "This is an astonishing find, and I’m thrilled to support the city in saving this sign for everyone to enjoy."
The Coca-Cola sign, now preserved for future generations, stands as a testament to Long Branch’s rich history, serving as a bridge between the city’s past and its future. As the city moves forward with new developments and growth, the sign remains a tangible reminder of the community’s resilience and deep roots, offering a glimpse back in time for all who encounter it.
Learn more at longbranch.org. If you would like more information, please contact Michal DiMiceli at 732-571-5645 or mdimiceli@longbranch.org.