Window Advertising: Southern Pacific General Offices

The year is 1937. Four years before Pearl Harbor. Southern Pacific is going full steam ahead in advertising its various products and services.

In this view of the main window at company headquarters, 65-Market Street, San Francisco, a miniature freight train brings the subject home and gets the point across to its patrons and other customers.

And naturally, the train 'must' be powered by one of the popular P-4 Class 4-6-2 "Pacific"-type locomotives. And actually STEAM-powered, at that..

That photo was taken seventy-four years ago. The model locomotive was built in 1929. That SP Caboose was built in 1925. The other freight cars whereabouts are unknown.

Today, both the locomotive and the Caboose reside in my home. I think most of you probably have guessed by now who built them. Yep-- my Grandpa, Vic Shattock.

He would loan his models out to various corporations for special occasions. Advertising, luncheon or dinner headtable "centerpieces", corporate meetings and on and on. I doubt if he was ever paid for doing this.

I have a letter from Leland Cutler, President, Golden Gate International Exposition, thanking him for bringing his trains to the World's fair on Treasure Island.

I have a letter from the secretary of the famous "Bohemian Club" in San Francisco thanking him for the use of a locomotive at one of their big luncheon meetings.

When I was barely in my teens, I helped him take four locomotives, two Pacific's and two Mikado's to Goodman's Hall in Jack London Square-Oakland for a big meeting of the "Old Rails Club" ... Those old guys went NUTS !!

In 1939, the "Industrial Arts Teachers" held their convention in downtown Oakland at the Hotel Oakland, 14th & Alice Streets. The Golden Gate Live Steamers put on a railroad display. Vic constructed a portable track from the kitchen to the Ballroom and brought in delegates lunch on flat cars pulled by STEAM !

During the 1940's he constructed a portable track and installed it out in East Oakland on 76th Avenue for a benefit sponsored by the Southern Pacific Storekeeper's Association. Kids were lined up for blocks to take a ride behind a steam locomotive.

This was my Grandpa.. Always wanting to help out when called upon--but getting paid very little if anything. Thanks for letting me share more memories!

Ken Shattock