The story behind the nostalgic sign on 12th Street in Sioux Falls: Looking Back

One of the most distinctive and eye-catching business signs to be found in Sioux Falls is located at 2407 W. 12th St., in front of Sunset Strip Pawn. This sign has stood at this location since early 1960, when the store it represented was Sunset Strip Liquors.

The store was named for West Hollywood’s fabled thoroughfare, once frequented by film stars and famous writers; an area where an unknown actor could make it big just by having a milkshake at Schwab’s Drug Store. Sunset Strip Liquors hoped to solicit the same kind of response to its potential clientele. Leo J. “Bud” Brown Jr. was the owner. He worked with his father at the Brown Audit Company and was always looking for lucrative opportunities to make his way.

During the planning stages of Sunset Strip Liquors, procuring a liquor license proved to be a problem. Brown applied for a class C package liquor license to be transferred from Carr Ross, the owner of the recently defunct Dunning Drug. The license was denied due to a protest petition submitted to the city by nearby residents who didn’t want a liquor store in their neighborhood. To circumvent this denial, Brown applied to have the license transferred to be operated at 106 W. 8th St. — a location that had not and would not be known as a package liquor store. The change of location resulted in approval of the license, which Brown promptly transferred to the 12th Street location.

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Sunset Strip Liquors held its grand opening on Feb. 26 and 27, 1960. The store featured an excellent selection of imported and domestic wines and liquors — everything one needed to help entertain: glassware, ice cubes, portable bars, mixers, not to mention hors d’oeuvres to go along with the drinks. Hosting a special event? Hire a bartender from Sunset Strip. Everything from Mogen David to sake could be found at the store, and if there was something the store didn’t carry, the staff was happy to order it. A drive-up window added to the convenience; customers could obtain all of their weekend supplies with the press of a buzzer — all from the comfort of their cars. Sunset Strip was the first liquor store in town to offer this service.

Sunset Strip Liquors changed hands a couple of times over the years. In 1978, the store was purchased by Marvin Jervik of Jervik Construction. He and his wife, Audrey, closed the doors in late 1984, auctioning off the building and its contents. The building would go on for a short time as Sunset Strip Furniture.

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In 1986, Sunset Strip Pawn took over the building. Galen Stoops and his son, Rick, wisely elected to keep the trademark sign. By city ordinance, the size of the sign is no longer allowed along 12th Street, but because it existed before the ordinance, it is grandfathered in. The owners are sure to keep it fresh every couple of years with a new coat of paint.

Sunset Strip Pawn has been a great place to pick up unique, pre-owned items of many kinds. In the past, there was a stigma surrounding pawn shops, the notion being that they were places where thieves would unload ill-gotten booty. Since 2009, shows like "Pawn Stars" have helped to erode this perception. It’s worth a stop if for no other reason than to see the eclectic collection of items for sale or on display.

Hats off to Sunset Strip Pawn for the care and upkeep of the store’s amazing sign. If only something could be done about the sign down the street at the DeLux Motel.

This article originally appeared on Sioux Falls Argus Leader: Nostalgic Sunset Strip Pawn sign in Sioux Falls dates to 1960