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Seattle Municipal Archives Finding Aids

City Light Advertising Scrapbooks

 Series
Identifier: 1201-03

Scope and Contents note

Seattle City Light's advertising during the 1950s, 1960s, and 1970s reflected the company's desire to publicize not only the benefits of electric light, heat, and appliances powered by City Light energy, but also to advertise the city itself. City Light advertisements presented Seattle as "the Electric City," where, in the 1950s, rates were less than half the national average.

The collection consists of five scrapbooks of newspaper, magazine, and other advertisements publicizing Seattle City Light, products and appliances, developments in hydroelectric power, and the city of Seattle itself. Products and services advertised include electric stoves, water heaters, air conditioning, and heat; dishwashers and dryers, especially in the 1950s and 1960s, appear frequently in advertisements. Ads for the "Medallion Home Symbol" are also common. The symbol indicated that a home had been inspected by Seattle City Light and met certain standards for lighting and appliances. City Light advertised its 24-hour repair service and even its Home Economics Department, intended to "help customers realize the full benefits of modern electric living." Local businesses were often spotlighted to display the advantages of electric kitchens or outdoor lighting. Special events, such as the Century 21 Exposition, the opening of the Gorge Dam on the Skagit River, and the Seattle Home Show, also figure prominently in City Light advertisements.

While advertisements in the 1950s and 1960s focus on the low rates and high power consumption enjoyed by Seattle citizens, rate increases, warnings about overconsumption, and energy conservation tips appear more frequently in later advertisements. 1970s advertisements reflect growing awareness of diversity and include sponsored ads for Black History Month (detailing the lives of prominent African-American leaders) and promoting City Light's equal opportunity hiring practices.

Dates

  • Creation: 1954-1974

Creator

Conditions Governing Access note

Records are open to the public.

Historical Note

City Light provides electricity and electrical and conservation services to its public and private customers. It is the largest public utility in the Pacific Northwest. Public responsibility for electrical energy dates back to 1890 with creation of the Department of Lighting and Water Works. The formulation of this public utility stemmed from fear of monopolization by private companies and was reinforced by the inadequacy of those companies during the Great Fire of 1889. Unable to gain access to private water, much of the business district was burned to the ground. Citizens responded eagerly to the idea of publicly owned water and electricity, which was later encouraged as part of President Roosevelt's New Deal in the 1930s.

In 1902, Seattle voters passed a bond issue to develop hydroelectric power on the Cedar River under the administration of the Water Department. This was the nation's first municipally owned hydroelectric project. Electricity from this development began to serve customers in Seattle in 1905. A City Charter amendment in 1910 created the Lighting Department, making it a full member of the City's Board of Public Works. Under the leadership of Superintendent James D. Ross, the department developed the Skagit River hydroelectric project which began supplying power in 1924 with the completion of the Gorge Dam.

Both public and private power was supplied to Seattle until 1951 when the City purchased the local private electrical power company, the Puget Sound Power and Light Company, making the Lighting Department the sole supplier. The Boundary Project in northeastern Washington began operations in 1967 and supplied over half of City Light's power generation. By the early 21st century, approximately ten percent of City Light's income came from the sale of surplus energy to customers in the Northwest and Southwest with the remainder of City Light's financial support coming from customer revenue.

The current name of the agency was adopted in 1978 when the department was reorganized. As a municipally owned public power system, Seattle City Light is governed by elected Seattle officials. Administrative authority rests with the Superintendent and an executive team that includes the department's Chief of Staff, Service and Energy Delivery Officer, Human Resources Officer, Power Supply and Environmental Affairs Officer, and Chief Financial Officer. City Light is responsible for electrical service and streetlight service, streetlight problems, and also conservation, both residential and commercial/industrial.

City Light provides low-cost, reliable, and environmentally responsible electric power to approximately 395,000 customers in Seattle and neighboring areas, including Burien, Lake Forest Park, Normandy Park, Renton, SeaTac, Shoreline, Tukwila, and unincorporated King County. It is the ninth-largest public power system in the United States and has the lowest rates among comparably sized cities in the United States.

Full Extent

4 Volumes

Language of Materials

English

Abstract

Scrapbooks containing newspaper, magazine, and other advertisements from Seattle City Light.

Arrangement note

Advertisements are arranged chronologically in scrapbooks.

Title
Guide to the Seattle City Light Advertising Scrapbooks 1954-1974
Author
Finding aid prepared by Shannon B. Lynch
Date
Š 2004
Description rules
Describing Archives: A Content Standard
Language of description note
Finding aid written in English.
Sponsor
Funding for encoding this finding aid was provided through a grant awarded by the National Endowment for the Humanities.
EAD Location
http://archiveswest.orbiscascade.org/ark:/80444/xv64303

Repository Details

Part of the Seattle Municipal Archives Repository

Contact:
PO Box 94728
600 Fourth Avenue, Floor 3
Seattle 98124-4728 USA US