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| Amanda Lewis |
| Past and present clash at Echo Fuels, where the new owners were pressured to put back up the station's quirky old sign. |
When Victor Abraham's friend Stan bought a troubled gas station on the corner of Echo Park Avenue and Morton Avenue in early February, everything seemed to be broken. Defunct credit card scanners irked customers on a daily basis, all the snacks inside the mini-mart had expired and the dysfunctional pumps were so old that replacement parts were no longer being manufactured. The place screamed makeover.
And yet when Stan, Abraham and Abraham's brother, Leo, replaced the equipment and renovated the station, "Some guy came in and actually told us that, 'No no no no, this is not good. The old thing was better!'" Abraham says, bewildered as to why anyone would prefer busted pumps to gleaming new ones.
But the backlash didn't truly begin until the men took down the faded white, blue and orange Magic Gas sign and rebranded the station with bright red paint and a slick new name and logo: Echo Fuels.
"People were so offended. ... Everybody was, like, in an upheaval," explains Susina Bakery & Café owner Jenna Turner, who, together with Fix Coffee owner Marc Gallucci, purchased Chango Coffee, across the street from Echo Fuels, in early January. "We were bummed," she added. Turner even joked with Brent Harris, who works at the convenience store next door, about renaming Chango "Magic Coffee."
"I just hated that change over to that bright red," says Erin Tavin, adding that her boutique, Tavin, a few doors down from Chango, has been abuzz in recent weeks with complaints and comments about the loss of Magic Gas. "Aesthetics mean a lot to me, and I thought it was so much more old-fashioned looking before, and I loved that."
Most Angelenos encounter the city through a windshield, elevating idiosyncratic local signage like Magic Gas and Happy Foot/Sad Foot, on Sunset Boulevard at Benton Way, to sacrosanct icons of the daily commute. But what happens when time passes, businesses fail, owners sell and the signs come down?
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