Allentown, PA
Horlacher Brewing Co.
Allentown, PA
Victoria, British Columbia, Canada
Bottle Keg Label
Silver Spring Brewery
Victoria, British Columbia, Canada
Bottle Keg Label
The 'Stock' Exchange
American Art Works  No. 119     "The Life Saver"
Date:  1912 - 1914
Size:  
13.25" x 13.25"
Style:  Pie
Scarcity:  Uncommon
Value:  $$$ to $$$$
Condition & Brewer Dependent

General
Not counting politicians (Roosevelt No. 47, Alton Parker No. 50), union leaders (John Mitchell No. 43) and religious figures (Leo XIII, No. 39, the monk from No. 40), "The Live Saver" is the only design in the whole Coshocton catalog that spotlights a profession or occupation.  It is unclear why American Art Works chose to highlight this particular profession at this time.  Certainly, fire had been a serious safety concern for both residential and commercial entities, particularly with the growth of cities and industrial factories.  A little digging reveals serious fire incidents in major cities in the early 20th century that claimed numerous lives.  American Art Work’s predecessor, Tuscarora Advertising suffered a major loss of stock and production facilities (but no lives) back in its early days. 

At the dawn of the century, fire fighters often worked 84-hour weeks and 24-hour shifts without the safety equipment available today.  Fatalities were common.  Like factory workers, fire fighters were still considered unskilled labor and salaries were low.  Although a few locals had formed and associated themselves with the American Federation of Labor, the formation of a national union didn’t occur until 1917 when AFL-CIO president Samuel Gompers helped create the International Association of Fire Fighters.

Confirmed Brewer used Stock Trays


Non-Beer Related & Non-Tray Uses

The growing city of Coshocton experienced two significant industrial fires in early 1906, including one at the Pope-Gosser China factory, causing the city council to approve the creation of a “modern fire department” with paid professional firemen.  Up until this time the fire department appears to have been an unpaid volunteer force.  The creation of the fire department included the purchase the George Senft property at the intersection of 8th and Walnut Streets for $3,000 and passage of an ordinance that assured a complete fire system, to include complete building, alarm system and equipment.  Fire alarm boxes were installed throughout the city (as in many cities).

The yearly salary for a fireman was set at $740 and volunteers were to be paid “…$1 a day when they work.”  According to US Government sources the average salary across all industries at the time was $574 a year and $699 for state and local government workers, so the Coshocton salaries were pretty attractive for the three full time positions (the Chief’s salary was set at $840).

The fireman’s helmet was a mainstay of firemen for centuries to protect them from heat, cinders, and falling objects.  Although the shape of most fire helmets has changed little over the years, their composition has evolved from traditional leather to metals (including brass, nickel and aluminum), to composite helmets constructed of lightweight polymers and other plastics today.  In AAW’s design it appears to be nickel or possibly aluminum.  His coat, known as Bunker gear or turnout gear is the personal protective equipment (PPE) used by firefighters. The term is derived from the fact that the trousers and boots are traditionally kept by the firefighter’s bunk at the fire station to be readily available for use. This practice dates from the mid-1800s New York city firehouses.  At this point, as depicted in the design, it was likely rubber covered wool as protection from heat and to keep the firefighter dry.

Adolph Sahling Workbooks
This design does not appear to be based on a work by an external artist and Sahling has no entry in his workbook for this design, suggesting it was created by one of the many other artists who worked at AAW.. 

Size, Shape and Advertising Placement
All of the tray examples we’ve encountered of this design have been 13” concave pie shapes with black rims and gold advertising.  The only example we have run across any with advertising text on the face is the one for Aberdeen Brewing of Aberdeen, Washington.  We have never encountered any tip tray versions of this design.  Until recently we hadn’t encountered a sign version until we ran across the Horlacher curled corner sign, although we’d seen paper-based color lithographs from the Silver Spring Brewery; Victoria, British Columbia; however, these appear to later productions. 

Hager & Price
Hager does not discuss this design but includes it in his introduction date table and in his catalog.  All of the examples we have seen have been from breweries with the exception of Hagan & Travers May Brook Whiskey.  Examples in better than average condition seem to achieve four figure sales prices and even less than average examples achieve strong mid-three figure prices.
Click the Picture to Return to Meek & Beach Stock Catalog Page

Tin Fire Fighters Helment
Coshocton Fire Department
Fire Alarm Boxes