Crosby Drugs had a number of signs including CocaCola both above and in windows. Note the USO direction sign on the post. The store had a neon sign with it's name in lights at night, as did Stacey's Drugstore and Foley Bakery. From web search on neon signs: In 1923, Georges Claude and his French company Claude Neon, introduced neon gas signs to the United States, by selling two signs to a Packard car dealership in Los Angeles. Earle C. Anthony purchased the two signs reading "Packard" for $24,000. Neon lighting quickly became a popular fixture in outdoor advertising. Visible even in daylight, people would stop and stare at the first neon signs dubbed "liquid fire”