Demolition exposes 100-year-old San Francisco ghost sign that was hidden for decades in North Beach

SAN FRANCISCO (KGO) -- A century-old advertisement uncovered in San Francisco's North Beach is attracting attention after the demolition of a historic building exposed a piece of the city's past.

The painted sign, which reads "Eat Carnation Mush," was revealed following the teardown of the Verdi Building at Union and Columbus. The building was damaged in a fire eight years ago and was later demolished after city officials determined it posed a safety threat.

The newly visible advertisement stands in stark contrast to the colorful digital and printed billboards common today, offering a glimpse into San Francisco's early 20th-century streetscape.

"I'm kind of amazed how strong the colors are. I guess it was just covered and away from the sun. But that's so cool how much kind of hidden history we have in the city," said San Francisco resident Evgeni Peryshkin.

A similar Carnation Mush advertisement remains visible on Market Street, highlighting how common painted commercial signs once were throughout the city.

"It's over 100 years old and I think that's something that's really special and cool too," said San Francisco painter Rose D'Amato.

Before television and the internet, advertisements like the Carnation Mush sign were painted on building walls to attract consumers. Many surviving examples are known as ghost signs.

For D'Amato, the newly uncovered sign provides insight into a different era of San Francisco and the artists who created the advertisements.

"We're coming not necessarily to read the sign, but to look for these instances where you can learn something about the painter's experience making that old billboard. So how the letters relate to the architecture, how everything's drawn," D'Amato said.

D'Amato is documenting San Francisco's ghost signs in a 15-minute 8mm film. She plans to debut the film at the San Francisco Art Book Fair on July 23 at 6 p.m. at 1275 Minnesota St. in San Francisco.

The North Beach discovery adds another subject to her project.

The future of the site remains uncertain, and it is unclear whether the sign will remain exposed or eventually be covered. D'Amato said she hopes it will be preserved.

"I'd love to always see these exposed longer because I think that there's a lot of value in seeing them in our surroundings. And I think that they also play a big part of the visual identity of the city and how we relate to where we're at every day," she said.