Billion bubble baby
By Jeff Daniel
ST. LOUIS POST-DISPATCH
02/21/2006
Even those who find lemon-lime soda as delectable as turpentine - my hand is now raised - can't help but admire a bottle that could hold a gazillion ounces of the stuff. Size does matter. Especially when that size is complemented by a retro-cool image.
You've likely figured out the container in question: the giant Vess bottle that stands just north of the Edward Jones Dome. About 600 linear feet of neon covers the 12-foot-tall icon that stands approximately 30 feet high when measured with its pole and platform.
Then there's that familiar white label. The red letters that adorn it spell out not just the lemon-lime flavor and the Vess logo, but also the local brand's alliteration-heavy marketing slogan: Billion Bubble Beverage.
The bottle's nostalgia factor isn't just half-full, it's overflowing.
But all that looking back is now joined by a peer into the future. Already under way is development of an 18.5-acre parcel of land that includes the small patch of ground where the Vess bottle rests.
The residential portion of the project will be known as Gateway Village. A 350,000-square-foot area designated for entertainment will be known as the Bottle District, references to the Vess structure and a large number of bottles unearthed in the former Irish immigrant neighborhood.
The Vess bottle ultimately will be relocated, although where remains somewhat up in the air. Also unknown is whether the faded and on-the-fritz bottle will get the sprucing up it so clearly needs.
"It has always been our hope that it gets restored," said Matt Bernsen, the district's marketing director. "We'd love to move it to the heart of the entertainment district, have it rotating again. That would be great. But it's obviously a brand decision."
That decision will be made by Cott Beverages USA, owner of the Vess brand - and the giant bottle. According to a company spokesman, a final decision on restoration has yet to be made.
"We've been talking with (Cott)," said McGuire Moving & Storage president Dan McGuire. His company owns the land being developed, and McGuire spearheaded the nearly $300 million project.
"We don't have anything set in stone," he said. "But we decided that the bottle needed to stay in the city and stay around the site. So, we are going to incorporate it into the Bottle District."
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