Historical Note
Seattle City Light provides electricity and electrical and conservation
services to its public and private customers. It is the largest public utility
in the Pacific Northwest. Public responsibility for electrical energy dates to
1890 with creation of the Department of Lighting and Water Works. In 1902,
Seattle voters passed a bond issue to develop hydroelectric power on the Cedar
River under the administration of the Water Department. Electricity from this
development began to serve Seattle in 1905. A City Charter amendment in 1910
created the Lighting Department. Under the leadership of Superintendent James
D. Ross, the department developed the Skagit River hydroelectric project, which
began supplying power in 1924. Both public and private power were supplied to
Seattle until 1951 when the City purchased the private electrical power supply
operations, making the Lighting Department the sole supplier. The Boundary
Project in northern Washington began operation in 1967 and currently supplies
over half of City Light's power generation. Approximately ten percent of City
Light's income comes from the sale of surplus energy to customers in the
Northwest and Southwest. The current name of the agency was adopted in 1978
when the Department was reorganized.
Seattle City Light's advertising during the 1950s, 1960s, and 1970s
reflected the company's desire to publicize not only the benefits of electric
light, heat, and appliances powered by City Light energy, but also to advertise
the city itself. City Light advertisements presented Seattle as "the Electric
City," where, in the 1950s, rates were less than half the national average.
Content Description
The collection consists of five scrapbooks of newspaper, magazine, and
other advertisements publicizing Seattle City Light, products and appliances,
developments in hydroelectric power, and the city of Seattle itself. Products
and services advertised include electric stoves, water heaters, air
conditioning, and heat; dishwashers and dryers, especially in the 1950s and
1960s, appear frequently in advertisements. Ads for the "Medallion Home Symbol"
are also common. The symbol indicated that a home had been inspected by Seattle
City Light and met certain standards for lighting and appliances. City Light
advertised its 24-hour repair service and even its Home Economics Department,
intended to "help customers realize the full benefits of modern electric
living." Local businesses were often spotlighted to display the advantages of
electric kitchens or outdoor lighting. Special events, such as the Century 21
Exposition, the opening of the Gorge Dam on the Skagit River, and the Seattle
Home Show, also figure prominently in City Light advertisements.
While advertisements in the 1950s and 1960s focus on the low rates and
high power consumption enjoyed by Seattle citizens, rate increases, warnings
about overconsumption, and energy conservation tips appear more frequently in
later advertisements. 1970s advertisements reflect growing awareness of
diversity and include sponsored ads for Black History Month (detailing the
lives of prominent African-American leaders) and promoting City Light's equal
opportunity hiring practices.