Residents of Omaha were seeing more and more electric advertising for their favorite stores in the early 1920s. According to the October 1923 issue of Flash (the employee magazine), the city could boast 600 electric signs at the time.
Sunderland Bros. and Bennets were the first businesses to erect the signs in 1903. More downtown businesses soon followed. Perhaps the most noticeable was the Jetter’s Old Age sign, which showed beer “flowing” out of a bottle and into a glass.
In September of 1923, Nebraska Power Company (the precursor to OPPD), reported that more than $1.5 million was paid for the electricity to power these signs.
The World Theatre sign and floodlights were the largest connected load used for display purposes at the time.