In May 1947, flamboyant Bristow businessman Grover Hubert (Red) Beard opened a one-of-a-kind 24 hour ‘Automobile Service Institution’ eponymously named Beard Motor Company. The business proudly featured ‘genuine MOPAR parts,’ while selling Chryslers, Plymouths, and GMC trucks, and servicing all makes of vehicles. Located at 210 East 9th, just a block away from historic Route 66, this unusual building is on the National Historic Registry and is probably best known for the amazing advertising sign that Red Beard built.
The CHRYSLER PLYMOUTH tower was erected by Beard in 1949 and garnered both state and regional recognition as the ‘tallest independently-suspended advertising sign in the Southwest.’ According to early news reports, the tower frame weighs 20 tons, is 102 feet tall, and has letters that stand six feet tall. This iconic neon sign could be seen for six miles in any direction when lit.
Sadly, Red Beard was killed in an airplane crash in 1951, but the business continued with Beard’s partner W. W. (Wat) Henry. However, the opening of the Turner Turnpike from Tulsa to Oklahoma City in 1953 triggered a slow-down in Route 66 traffic, which led to closing the motor company. A body shop operated for a time in the building, and a bowling alley opened in August 1959. It has been the home of Krumme Oil Company since 1974.
The towering CHRYSLER PLYMOUTH sign was lit for less than 10 years and has stood dark since the late 1950’s.
The current rusted sign is shown above.
