San Francisco Chief Brochure

Here’s an 8″x9″ brochure that unfolds into a 16″x18″ sheet advertising Santa Fe’s San Francisco Chief. One side of the brochure describes the train, focusing on the Big Dome, while the other side describes San Francisco and Yosemite Park, suggesting that the brochure’s target audience was Midwesterners.

Click image to download a 5.8-MB PDF of this brochure.

I’ve had the brochure displayed in a frame for several years, and unfortunately light has caused the yellow to fade, leaving the cover to look redder than it should. The Life magazine ad below (which I previously featured here) shows colors that are closer to the original.

Click image to download a PDF of this ad from the June 7, 1954 issue of Life.

The advertisement says that the illustration shows the train passing by “majestic Temple Rock near the Continental Divide in New Mexico,” but I can’t find any other record of a Temple Rock in New Mexico. It is possible that the name has changed or that the image is simply a figment of someone’s imagination.

The brochure is undated but would have been first printed when the train was inaugurated in 1954, and was no doubt reprinted many times over the next several years. Styles in the above photo of a flower seller on the streets of San Francisco look even older than the mid-1950s.

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