Sinclair Oil Company Service, Waukesha, Wisconsin, 1938. WHi 2090
Fill 'er Up
A Historical Look at Service Stations
Since their unremarkable beginnings as cheap shacks and curbside pumps
at the dawn of the automobile age, gas stations have taken many forms
and worn many guises — castles, cottages and teepees, Art Deco and
Streamline Moderne, clad with wood, stucco or gleaming porcelain in
seemingly infinite variety. But, where hundreds of gas stations once
stood in Wisconsin's largest cities, only a handful remain today,
victims of competition, obsolescence, changing transportation needs
and housing patterns, as well as stronger environmental regulation.
Wisconsin's historic stations, some of which are featured in the Wisconsin Public Television documentary Fill 'er Up: The Glory Days of Wisconsin Gas Stations, which is available for viewing online in streaming video.
Gas stations developed in the early 20th century to provide fuel and
other car-related products in a convenient location for the growing
number of automobile owners. The earliest gas station was the
"curbside" type, which appeared at the edge of the street, often in
front of hardware and grocery stores. Evolving in tandem with the rest
of America, gas stations responded with architectural and operational
changes to the Depression, World War II, the postwar boom and new
interstate highway system, and the environmental movements of the late 20th century, taking multiple forms over their long history.
But as ubiquitous as gas stations are to our modern society, they are
possibly the most ephemeral of all commercial buildings. Built for a
single, specialized use in a highly competitive business, the majority
of Wisconsin's historic stations have been demolished. We may not
dwell upon the evolution of gas stations or their historical
importance, but in a culture directly shaped by the automobile,
stations are an unavoidable and indispensable background in our daily
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Suggestions for Further Reading
Fill 'er Up: The Glory Days of Wisconsin Gas Stations: Interested in learning more about Wisconsin gas stations? Check out this program, which is available online in streaming video. The program is a collaborative effort of the Wisconsin Historical Society and Wisconsin Public Television.
Fill 'er Up Companion Book from the Society Press by Jim Draeger and Mark Speltz. This book visits 60 Wisconsin gas stations still standing today.
Are We There Yet?: The Evolution of Gas Stations in Wisconsin
Turning Points: Automobile Culture