#70A • Convex ROG Lithia Beer On Tap glass lens

Part of 220908 The Buddenhagen Advertising Collection (timed auction by Paul Auction Co. Inc.)

High bid $4,000.00

Status: Sold

One of two currently known to exist. Several years ago, in my late father's personal effects, I found a Polaroid photograph of one of these signs taken on a 1970's shag rug. I had never seen, nor heard, of this sign before and by the time I found the photo, my dad had passed. When I hung this for display several month ago a man came up and asked if I knew the story behind it. I did not, but was all ears. Here's the story... In the late 60's, Lithia tore out a brick wall on the back of the brewery to replace some equipment. This man was in high school at the time and he and a buddy were horsing around by the river and decided to explore the construction area. When the brick wall was pulled down, it fell on top of a wooden storage shed and pretty much destroyed it, including a wooden crate that held 6 of these signs. Four were demolished and two were intact. Two boys - two signs. Do the math. The man telling me the story sold his sign about a week later to Ralph. I asked what happened to the other sign. He said he had no idea but he'd call his buddy and ask him. The following day he called me back and said that his buddy also sold his sign to Ralph about two weeks later. Ralph didn't need two signs so he sold one off to another collector who still has it to this day. So there you have it. The two discolored spots shown in the photos are where rubber spacers are adhered to the back side of the glass, apparently as part of the manufacturing process or relevant to how the lens was intended to be mounted. Because there are no known images of this sign in use its intended frame or manner of display are unknown. It's a fairly stout piece of glass. About 24"dia. not including the oak frame.