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Original vintage advertising matchcover for The Morgue in Fresno, California, associated on the cover with Leonard “Dutch” Meyer. The black cover is printed in metallic silver with multiple skeleton illustrations, phone number 4-1100, and the memorable slogan “The Biggest Little Spot in Fresno.” Its macabre advertising continues with the skeleton's message, “What I was you are! What I am you will be!” Based on the surviving design and outside period evidence connected with the business, this piece is best described as c. 1940s–1950s.
The Morgue carried its unusual name through an entire advertising identity rather than simply printing the name of the lounge on the cover. Skeleton figures, skull imagery and mortality humor turn this small matchcover into a miniature piece of Fresno nightlife advertising. A separately surviving Morgue advertising glass cataloged from the mid-century period carries the same “The Biggest Little Spot in Fresno” slogan, showing that the phrase was part of the establishment's broader promotional identity.
The Details
• Advertiser: The Morgue
• Location: Fresno, California
• Slogan: “The Biggest Little Spot in Fresno”
• Associated Name: Leonard “Dutch” Meyer
• Phone: 4-1100
• Estimated Era: c. 1940s–1950s
• Featured Imagery: Skeleton and skull artwork
Carefully packed and shipped by Strange Trading Co.
