The phrase “flying by the seat of your pants” began in the early years of aviation when pilots had to rely on their instincts and the “feel” of the seat and controls to navigate aircraft.
Radios and instruments weren’t widely used in aircraft until the mid-1930s, and pilots had to navigate by recognizing terrain and landmarks, following signs on the ground, and eventually, following lighting beacons for night flights.
When World War I ended in 1918, aircraft began a rapid evolution into peacetime, including as passenger service and mail delivery, and improving navigation became a priority.
Nighttime air mail deliveries began in the mid-1920s, and by the late 1920s, aviation supporters began a piecemeal effort to install large rotating light beacons to guide aviators through darkness. In these early years of aviation, many of the navigational support devices were installed by local chambers of commerce, and private groups and businesses.
In May 1928, the San Bernardino Chamber of Commerce announced the city would paint a 500-foot “sky sign” on the roof of the National Orange Show building with the city’s name and an arrow pointing to the nearby Tri-City airport.
This aerial image of Amboy in 1925 shows a large roof marked with the town’s name. These signs were frequently placed in the 1920s and 1930s to help aviators navigate before aircraft had instruments. (From the collection of Mark Landis)Placing town names on building rooftops became a common practice, and in remote desert and mountain areas, aviation supporters would build huge concrete or wooden platform arrows pointing to the nearest airports.
Southern California’s lighting beacons were placed along specific flight routes such as the route along the coast, and inland routes through the Cajon Pass and San Gorgonio Pass. The lights would be spaced about 25 miles apart and could be visible up to 75 miles.
The Jan. 27, 1927, issue of the Ontario Daily Report carried an article describing two new beacons to be placed along the route from Los Angeles to Las Vegas. The beacons were to be installed at Pomona’s Red Hill Country Club, and at the summit of the Cajon Pass. The lights would be part of a link of beacons for transcontinental mail service.
The article stated:
“By inauguration of the night flying mail one full business day will be saved between Los Angeles and New York City, it is said.
On Feb. 1 the new universal postage rate on air mail of 10 cents per half-ounce goes into effect.”
The Richfield Oil Company building, at the corner of Fifth and Flower streets, in Los Angeles, circa 1965. Th building was constructed in 1929 and the beacon tower was designed to be part of the “Richfield Lane of Lights,” to help guide aviators at night. (From the Library of Congress)In July 1928, the Richfield Oil Company announced an incredibly ambitious $10 million plan to promote their gas stations and provide a critical resource for the burgeoning air service industry. The company pledged to build about 30 “highway villages” that would have a 125-foot-high beacon tower that would help guide aircraft and motorists. They called their bold plan “The Richfield Lane of Lights.”
Richfield’s plan would start with constructing the beacons that would be spaced about 50 miles apart, starting at Palm City, south of San Diego, and ending at the Canadian border in Washington. The string of beacons would also stretch into the main inland arteries.
The beacon towers were designed to resemble an oil well gusher tower, and they would carry 10-foot neon-lit letters spelling out “R-I-C-H-F-I-E-L-D.”
Once the beacons were completed, Spanish-style gasoline stations would be built at the base, and a semi-circular plaza that would include a hotel, garage, and storerooms would follow.
The Richfield Oil Company was founded in 1911 in Los Angeles, and the company experienced a period of rapid growth in its early years. Richfield opened its first automotive service station in Los Angeles in 1917, and rode the economic boom of the 1920s.
In 1929, Richfield completed its headquarters building at the corner of Sixth and Flower streets in downtown Los Angeles. The 12-story building was the epitome of 1920s Art Deco Style, with a beautifully detailed facade of black terra cotta with gold accents, representing the “black gold” the company was founded on.
Richfield furthered its illuminating promotion by placing its largest, most ornate beacon atop headquarters. At the time, it was the highest aviation beacon in Southern California.
The beacon promotion was designed to draw customers in like moths to a flame, and it worked. The beacon motor villages were placed outside city limits, and became some of the earliest versions of full-service outposts for motorists.
Perhaps the best-known Southern California example of Richfield’s beacon villages was the sprawling Beacon Tavern, in Barstow. The Beacon Tavern included a 50-room hotel, which opened with a grand fiesta in June 1930. Barstow’s Beacon Tavern was ideally situated at the confluence of three primary highways, Route 66, 91, and 466, and it was a central part of the town’s tourist industry.
Some other Southern California cities with Richfield Beacons included: Palm City, El Centro, Dana Point, Alhambra, Beaumont, Castaic, and Santa Barbara.
As aviation advanced, governmental requirements took over, and aircraft lighting beacons were removed and replaced with modern navigation systems.
Many of the Richfield Beacons were bypassed by major highways, and they were closed and torn down. The Beacon Tavern in Barstow stayed open until 1970, and the former Beacon Bowl building (former bowling alley, now closed) is all that remains of the Beacon Tavern facility.
Today, Barstow commemorates the Beacon Tavern site on a mural at 750 East Main St.
The Richfield Beacon building and tower on old Route 99 near Mount Shasta is still intact, minus the original signage and gas station equipment.
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Many of the old aviation navigation arrows can still be found in remote areas where they were abandoned. One of these arrows can be found on a rocky hill south of the 15 Freeway, about 1.3 miles northeast of Afton Road, and about 600 feet south of the freeway.
Mark Landis is a freelance writer. He can be reached at Historyinca@yahoo.com.
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