In Part 2, we pick up more or less where we left off in Part 1, hearing the story of how Randall and Al came to love all things neon. Their enthusiasm kicked into high gear when they started noticing neon signs coming down, and they decided to try to do something about it. That something started with documenting the signs. And with that came a bit of a learning curve, especially around photographing artificial lights at night.
Over the next five years, they captured and captured and captured, getting as many extant signs as they could find. Randall had some book design experience under her belt, especially aspects like packaging and getting it to a printer. She also knew how to put a book proposal together, and so they did. But friends and people in the publishing industry warned them that it would difficult to find a publisher. Randall suggested to her partner that they publish the 200-page book themselves, and that's exactly what they did.
They had the photos and the design down. All they needed was money. Kickstarter was still pretty new, and they chose that platform. Within two weeks, they had met and exceeded their goal. It was on. Donations came in from all over The City, the country, and the world. In addition to money to fund publication, Randall and Al were gifted a community of fellow neon enthusiasts. These days, many folks in that community attend symposiums that Al and Randall put on.
I ask the couple to name other towns, besides San Francisco, that have what I'm calling "good neon." They rattle off a few—Denver; Portland, OR; Livingston, MT; Reno; Los Angeles. Randall plugged a site by Debra Jane Seltzer called RoadsideArchitecture.com that documents neon and other signage in all US states except Hawaii and Alaska.
To help design the cover of their book, Randall and Al asked their Instagram followers. A photo of the Verdi Club and its neon won, easily. That venue quickly emerged as the obvious choice for where to host the book's launch party. Around 300 guests showed up that night in 2014.
After launch, they realized they needed ideas to keep the book and The City's neon signage in people's minds. Tours were among the first of those ideas. But that started as a one-off in Chinatown. A few of the guests on that first tour were tube benders—folks who, among other things, bend the glass that goes into making a neon sign. In the end, the students taught the teachers that day. Those tube benders introduced Randall and Al to a guy in Oakland named Jim Rizzo who does neon restoration work at Neon Works. They've been working with Jim ever since.
When I ask if that Chinatown tour in support of their book was what got them started doing tours in general, Randall turns back to The Society for Experiential Graphic Design (SEGD). The group was holding its convention in San Francisco and asked Randall and Al to take visitors on a tour of The City. They learned a lot from that, including how long to hold your tour before folks get tired or hungry. Fast-forward to after their book was published, when folks who bought the book reached out asking if Randall and Al could show them around San Francisco's various noteworthy neon signs. They didn't think they had it in them to do that on a regular basis. But then other San Francisco tour guides signed up wanting to be shown our city's neon. Little by little, those guides taught Randall and Al tools of the trade.
In the beginning, they second-guessed themselves. "We're a photographer and a graphic designer. What are we doing giving tours?" But they soon learned the real value of neon walking tours—the chance to walk around San Francisco at twilight with people from all walks of life. The side hustle was its own reward (something very familiar to me, in my role hosting this podcast).
If you'd like to take one (or all) of Randall and Al's tours, sign up on their website—SFneon.org. You'll also find other books about neon that they've published.
One of those books is all about saving neon. They got in touch with folks they were meeting from all over the country who were doing that work in their own cities. The book is a good resource for anyone w
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