Moonlight View from Crescent Rock from Shenandoah National Park, Souvenir Views Match Cover series

Shenandoah National Park Souvenir Matchbook Cover

Description

In the 20th century, souvenir matchbooks could be found at restaurants and popular tourist destinations, a small memento that visitors could take home as a keepsake. This matchbook depicts a panoramic moonlit view of Shenandoah National Park. A moon shrouded in clouds shines over verdant sloping hills and a craggy outcropping to the right. Below the image, small blue letters label the image as the “moonlight view from crescent rock.” Available at gift shops, these matchbooks underscored the portrayal of national parks as unique tourist destinations. Emphasis on a particular view – in this case the panorama that could be seen from crescent rock – turned vistas into easily consumable experiences.

Diamond Match Company, founded at the end of the 19th century, dominated match sales in the 20th century. In addition to producing more utilitarian matches, they also created a series of National Park matchbooks in the 1930s as a part of their Souvenir Views Match Cover series. Matchbook covers were popular keepsakes, and many people collected them. The wide availability of matchbooks is linked to ubiquitous smoking during the first half of the 20th century: as souvenirs, matchbooks were both pretty and useful. However, no-smoking campaigns beginning in the 1960s led to a decline in the production of souvenir matchbooks, and they slowly disappeared from circulation. Their easy disposability differs from the park views themselves, but the widespread production and consumption of these national park match covers is a reminder of the commodification of the national parks and their landscapes.

MetaData

Dublin Core

Title

Moonlight View from Crescent Rock from Shenandoah National Park, Souvenir Views Match Cover series

Subject

Shenandoah, printed matchbook

Description

In the 20th century, souvenir matchbooks could be found at restaurants and popular tourist destinations, a small memento that visitors could take home as a keepsake. This matchbook depicts a panoramic moonlit view of Shenandoah National Park. A moon shrouded in clouds shines over verdant sloping hills and a craggy outcropping to the right. Below the image, small blue letters label the image as the “moonlight view from crescent rock.” Available at gift shops, these matchbooks underscored the portrayal of national parks as unique tourist destinations. Emphasis on a particular view – in this case the panorama that could be seen from crescent rock – turned vistas into easily consumable experiences.

Diamond Match Company, founded at the end of the 19th century, dominated match sales in the 20th century. In addition to producing more utilitarian matches, they also created a series of National Park matchbooks in the 1930s as a part of their Souvenir Views Match Cover series. Matchbook covers were popular keepsakes, and many people collected them. The wide availability of matchbooks is linked to ubiquitous smoking during the first half of the 20th century: as souvenirs, matchbooks were both pretty and useful. However, no-smoking campaigns beginning in the 1960s led to a decline in the production of souvenir matchbooks, and they slowly disappeared from circulation. Their easy disposability differs from the park views themselves, but the widespread production and consumption of these national park match covers is a reminder of the commodification of the national parks and their landscapes.

Creator

The Diamond Match Company

Source

The Metropolitan Museum of Art (Met Museum)

Publisher

N/A

Date

ca. 1935–1945

Contributor

Emma Spence

Rights

Public domain

Relation

Other Media

Format

4 7/16 × 1 9/16 in. (11.3 × 4 cm)

Language

En-US

Type

Printed matchbook

Identifier

U40.12.2

Coverage

Shenandoah

Alternative Title

Shenandoah National Park Souvenir Matchbook Cover

Date Created

February 5, 2018

Date Modified

March 23, 2018

Access Rights

Public domain

License

N/A

Medium

Printed matchbook

Bibliographic Citation

https://www.metmuseum.org/art/collection/search/754919

Spatial Coverage

Shenandoah

Temporal Coverage

20th Century

Accrual Method

Gift of Jefferson R. Burdick

Audience

General Audience

Provenance

Jefferson R. Burdick; Donor: Jefferson R. Burdick

Rights Holder

http://www.metmuseum.org/information/terms-and-conditions

Citation

The Diamond Match Company, “Moonlight View from Crescent Rock from Shenandoah National Park, Souvenir Views Match Cover series,” Park Culture, accessed March 5, 2021, http://parkculture.org/items/show/105.

Collection

Geolocation