Emperor Norton’s Boozeland, the Larkin Street institution that’s basically a shrine to San Francisco’s most iconic eccentric historical figure, just leveled up its curb appeal with a brand new custom neon sign that’s honestly pretty fire.

If you’ve been to this Tenderloin spot, you already know it’s basically a museum dedicated to Emperor Norton, the self-proclaimed “Emperor of the United States” from the Gold Rush era. The bar has an authentic piece of Emperor Norton currency, walls covered in Norton-related artwork, and even a legendary mural on the back patio. But now? The marquee is getting all the attention it deserves.

The new neon design is custom-crafted with lettering based on Emperor Norton’s actual handwriting for the “Emperor Norton” text, with “Boozeland” styled in Art Deco script on either side. According to co-owner Kevin DeMattia, the upgrade was a total passion project. “Neon is a living, breathing thing,” DeMattia explained. “The glass can be clear. But depending on what gas you use, it turns different colors, and neon can soothe the eyes”.

The bar’s previous neon sign was pretty basic, just one color, dating back to the bar’s 2013 opening. DeMattia wasn’t totally feeling the old setup, which featured “Boozeland” in the middle with Comic Sans font (yeah, graphic designers everywhere just shuddered). The new design enlisted Jim Rizzo of Neon Works in Oakland and Al Barna and Randall Ann Homan of San Francisco Neon, who custom-designed the whole thing.

Here’s the smart part: DeMattia found out about the SF Shines grant, a city program that gives up to $14,000 to business owners for beautification projects in the Tenderloin. He seized the opportunity, and the result is basically what the bar would’ve looked like during its 1940s run as the Domar Club, when San Francisco was at peak Art Deco era.

“I consider this bar my life project,” DeMattia said. “We’re just a fucking five-star dive bar. But it is my little place of magic in the world that I love to curate and caretake. And this neon is beautiful, it’s just like the cherry on top”.

If you’ve been meaning to check out Emperor Norton’s Boozeland, the new sign gives you literally zero excuses now. The Larkin Street façade is glowing, and that’s the perfect excuse to grab a drink while soaking in some SF history and dive bar vibes.