Updated-During the late-1920s and the 1930s, the Firestone, Goodyear and BF Goodrich tire companies in an effort to cash in on the automobile service market opened service centers that not only sold tires but also offered car and truck service. The grand opening celebration of this new and modern Firestone Service Store located in the greater Salt Lake City, Utah area was held on Friday and Saturday, August 24th and 25th, 1934.
A couple of things of note in the image are the fuel pumps and the car on display on the far-left of the photo. The gas pumps are deluxe “merchandising” units with the bottom section enclosed in glass for the display automotive parts and sundries. Reader Robert Rampton has identified the automobile inside of the gathering of men on the left as AB Jenkins’ 1932 Pierce-Arrow roadster he used for his first 24-hour record attempt on the Bonneville Salt Flats. Jenkins lived in Salt Lake City and Firestone was one of his sponsors so it appears he brought the Pierce out to help promote the Grand Opening.
View over two-hundred other vintage service stations in our earlier coverage. Share with us what you find of interest in this photograph by Clifton L. Bray courtesy of the J. Willard Marriott Digital Library.