City Of San Rafael Historic Sites
703 Fourth St. - Borden Soda Fountain
Borden’s Soda Fountain c. 1940s, photographed by Les Walsh, MHM collection
Just like you’ve seen in movies, downtown San Rafael had an iconic soda fountain on Fourth and Tamalpais. Opened in 1947, Borden’s Soda Fountain was the retail outlet of Borden’s Dairy products. During this time, Borden had expanded to the Bay Area and had purchased a few ice cream companies, creating the perfect opportunity to open an ice cream shop. Some of Borden’s advertising slogans were:
“If it’s Borden’s, it’s gotta be good”
“Borden’s Ice Cream - Very Big on Flavor”
In addition, Elsie the Cow was first tied to the Borden Dairy Company as a mascot in 1936 to symbolize the "perfect dairy product." Elsie initially appeared in medical journals praising the benefits of milk. The first live Elsie was selected at the 1939 New York World’s Fair. By the 1940s, one study showed that more people recognized Elsie than President Harry Truman.
The Borden Soda Fountain drew local crowds and was a favorite hangout for students from San Rafael High. Many years later, they still reminisce about drinking milkshakes sitting on the pink and yellow stools hanging out with friends.
Interior of Borden’s Soda Fountain c. 1940s, photographed by Les Walsh, MHM collection
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