What do Vegas and Fargo have in common? No, it’s not that what happens in Fargo stays in Fargo. If you take a closer look at the landscape of the downtown scene you will quickly notice quite a few old Vegas-style signs. As a sign company, we were quickly intrigued by these signs and so we are proud to present the first blog in a multi-part series, titled Signs of Fargo’s Past. This week we met with the owner of the Bismarck Tavern, Jim Swanick.
Pickles, beer, and the Bismarck
The Bismarck Tavern is one of Fargo’s oldest bars located right on Broadway. According to the Fargo city directories, the bar opened around 1937 shortly after prohibition was lifted; however, it was not always called the Bismarck Tavern. The bar actually started out as “Pickles”, known for having a barrel full of pickles right when you walked in the doors. Around the 1940s the bar was renamed the Bismarck Tavern, not for the state’s capital, but for Otto Von Bismarck. The Bismarck sign was installed in 1948 and has remained ever since! The sign is not cheap to maintain; however, Jim appreciates the piece of history that still remains in downtown Fargo as so many signs have since been updated to modern times (even the Fargo sign itself has been recreated!). In fact, the only two original Vegas-style signs that have not been recreated are the Bismarck Tavern and the Empire.
Light Bulb Failures
Thomas Edison may have found 10,000 ways a light bulb won’t work, but the Bismarck Tavern has found over 500 bulbs that consistently need replacing. This is no easy task as the sign itself is almost entirely illuminated by the bulbs. The Bismarck works to maintain the neon portions of the signs and replaces as many bulbs as they can afford on a regular basis. Of course, the locals are within reach of the lower bulbs on the sign and many mornings one can find smashed bulbs on the sidewalk after a night of good times in Downtown Fargo. The sign itself also used to have a waterfall feature, alternating light sequences within the bulbs, but over time the mechanical parts of the sign have not held up as well. The paint on the sign has been updated and they work to match the color as close as possible to the original.
Hidden Gems
The front of the Bismarck Tavern is a landmark in itself, but walk around the back to the side streets of downtown and you will find another hidden gem. The back of the bar features two smaller signs: an old-school Grain Belt and Hamm’s sign. The Bismarck welcomed the signs after hoping to keep pieces of the old Fargo alive. Another fun piece of history about the establishment is that it is one of the only bars in its original location…well almost. It has since moved about a ½ wall over and the original wall beam can be seen from the inside.
Neighboring Bars
Another classic bar is a neighbor to the Bismarck Tavern, the Empire. The owner stated that the Empire was named for the train that still comes through Fargo at night. The Empire also has one of Fargo’s oldest signs that has been maintained and not recreated! It also happens to be in its original location from when they first applied for a liquor license in 1936. Starting out as the Empire Cafe, it is now The Empire we know and love today. The name changed to the Empire Tavern in 1943 and remains one of Fargo’s oldest bars. The Empire also has a hidden gem in the side street with a sign that features a martini glass. The sign itself is from the early 50s and has been maintained to look as it does today!
Whether it’s interior office signs or large illuminated exterior ones, it’s always been a treat to see the fun typography that makes up our Fargo business scene! Special thanks to the Bismarck Tavern and Jim for all of the knowledge on the history of one of the most notable signs and bars in downtown Fargo! So next time you drive by this iconic sign take a moment to think, or maybe even eat a pickle, and be a good Midwesterner and stop stealing their light bulbs already! Stay tuned for the next edition of the Signs of Fargo’s Past!
Written by: Addie Long
Contact: addie@officesigncompany.com
