Emperor Norton’s Boozeland Unveils Striking New Neon Sign

Emperor Norton’s Boozeland, a beloved bar located in San Francisco’s Tenderloin district, has recently enhanced its exterior with a vibrant new neon sign. This custom creation reflects the signature of the historical figure it commemorates, Emperor Norton I, known as the self-proclaimed Emperor of the United States during the Gold Rush era.

Since its opening, Emperor Norton’s Boozeland has served as a treasure trove of memorabilia and artwork related to Emperor Norton. The bar features an authentic piece of currency issued by the Emperor, along with an impressive collection of artwork and a prominent mural on its back patio. The latest addition of the neon sign is designed not only to attract attention but also to pay homage to the bar’s unique heritage.

Revitalizing a Historic Landmark

The new neon display, which lights up Larkin Street, features the words “Emperor Norton’s,” crafted to closely resemble the Emperor’s actual signature. Kevin DeMattia, co-owner of the bar, expressed his enthusiasm for the transformation, stating, “Neon is a living, breathing thing. The glass can be clear, but depending on what gas you use, it turns different colors, and neon can soothe the eyes.”

Previously, the bar featured a simpler neon sign dating back to its early days in 2013. According to DeMattia, the previous signage did not reflect the bar’s character. “When we came in, the marquee with the two horizontal blue neons wasn’t original to the building,” he noted, adding that those were likely installed when the venue operated as the Deco Lounge in 2005.

The initial design employed Comic Sans for the ‘Boozeland’ text, a choice that did not sit well with design professionals. “People in graphic design were horrified. They’re like, ‘That is so ugly, why would you use Comic Sans?’” DeMattia explained. This feedback prompted a more thoughtful approach for the new sign.

Collaboration and Community Support

For this redesign, DeMattia collaborated with Jim Rizzo of Neon Works in Oakland, along with artists Al Barna and Randall Holman, known for their San Francisco Neon walking tours. Holman custom-designed the lettering for “Emperor Norton” in a script inspired by the Emperor’s own handwriting, while the word “Boozeland” was rendered in an elegant Art Deco style.

DeMattia also took advantage of the city’s SF Shines grant, which offers up to $14,000 to local businesses for beautification projects. “When I heard they were giving out this money, I thought, ‘I gotta get on to this,’” he said, highlighting the importance of community support in the renovation process.

The new neon sign closely resembles the bar’s appearance during its time as the Domar Club in the 1940s, a period marked by the Art Deco movement in San Francisco. DeMattia described his connection to the bar as a “life project,” emphasizing its significance to him. “We’re just a five-star dive bar. But it is my little place of magic in the world that I love to curate and care for. This neon is beautiful; it’s just like the cherry on the cake.”

With this revitalization, Emperor Norton’s Boozeland not only preserves its historical legacy but also enhances the vibrant culture of the Tenderloin district, inviting both locals and visitors to enjoy a piece of San Francisco’s unique history. As the new sign glows brightly on Larkin Street, it serves as a beacon of creativity and community spirit.