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“People are always surprised that we still have Michael’s matches,” says restaurant owner Michael McCarthy, who offers the once-ubiquitous memento at both of his restaurant locations: Michael’s Santa Monica and Michael’s New York. Although matchbooks are no longer a popular restaurant souvenir, Michaels offers a classic 1½” x 2 ¼” matchbook, decorated with the Bicoastal restaurant’s signature Art Deco light pink pattern on a dark green background. However, McCarthy claims his guests’ surprise was insane. The truth is “everybody loves a big match”.
Although the rate of smoking has decreased sharply in recent decades, this does not reduce the appeal and use of the game. (After all, you never know when the stove might misfire or the power goes out unexpectedly.) Peter Garfield, managing partner of Chicago’s One of Hospitality Group, offers matchbooks at its casual, retro-influenced restaurants Dove’s Luncheonette and Big Star. Restaurants, points to the emotion factor. “We think of matches as a nostalgic collectible,” he says, adding that they’re a useful item that “people tend to keep.” Nate Tilden, owner of Portland’s Clyde Common, agrees. “It’s an old-school slice of restaurant, takeout,” he says. Located in the Ace Hotel in downtown Portland, Tilden’s gathering space features narrow boxes with a red sans serif font on one side and an illustration of knives on the other. Tilden goes on to dismiss alternatives like toothpicks and scratchpads as undesirable restaurant “swag.”
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Since phosphorus-coated sticks were no longer used to burn the camel without a filter or American spirit, the symbolism and public image of the matches changed. “If you smoke, you have a bik,” says Jerry Anderson, a recently retired match salesman. Anderson, also known as “The Match,” spent 27 years at Texas-based Atlas Match and has seen the role of matches in American life evolve over those three decades. “Non-smokers use more matches than smokers,” he says, “so it’s the opposite.” Take a look at the history of the popular souvenir from its heyday in the early decades of the 20th century to the people who keep the tradition alive today.
The discovery of phosphorus by the German alchemist Hein Brandt in 1669 eventually led to the creation of the “friction” match invented in 1827 by the Englishman John Walker. Although wooden matches were once commonplace, this type became more useful and convenient when Philadelphia patented Joshua. It was only a few decades later that Pewsey developed compact cardboard matches. According to the close cover of Before Striking: The Golden Age of Matchbook Art (by H. Thomas Steele, Jim Heyman, and Rod Dyer), Pusey patented the compact cardboard match in 1892. He then sold it to the Diamond Match Company, where he remained as the new company’s in-house patent attorney. (Heyman, now the executive editor of Tashen America, has designed matchbooks for New York restaurateur and hotelier Sean McPherson.)
Diamond Match Salesman Henry C. When Trout learned of the New York Opera Company’s success promoting a show using illustrated match covers, the matchbook’s potential as a promotional tool became more popular. According to the New Yorker, Trout brought the idea to Milwaukee’s Pabst Brewing Company in 1902, and PBR became the first food and beverage company to invest in branded competitions. (A 1953 Kiplinger article reported that PBR initially ordered 10 million matches.) Trout won over Bull Durham, other major tobacco companies, and chewing gum maker Wrigley. Trout’s other major contribution to the field was to improve safety by moving the outside of the matchbook—hence the familiar phrase “close the lid before you strike”—and persuading retailers to give customers free matchbooks.
According to matchmaker Anderson, this is one aspect of specially designed match sets that has remained unchanged since the late 19th century. “It’s probably the most cost-effective advertising because [matchbook reach] reaches 20, 30, 40 exposures,” he says. (One thing has changed: the design. In 1973, federal safety rules required strikers to be placed on the back of the matchbook, not the front.)
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Close the lid before you fall, D.D. Bean & Sons Company, Ohio Match Company, Diamond, Match Corporation of America, Lion, Atlas, Monarch, Federal, Universal, and Superior were the largest manufacturers of collectible match covers during the industry’s heyday, which lasted from the 1920s until World War II. . . But in 1987, when Close Cover was published, fewer than 20 companies were competing in the U.S., and that number has declined rapidly since then.
Pilumenist Michael Prero of The MatchCover Vault notes that only “the big three domestic manufacturers: Atlas, Diamond and DD Bean” remain. Or, as Bob Steen, vice president of the Maryland Corporation of Maryland in Baltimore, puts it, “survival of survival.” Founded in 1935, Maryland isn’t technically a manufacturer—it’s a distributor that buys basic physical products from other manufacturers like Atlas and customizes them for customers. Currently, Atlas is the only in-house manufacturer of matchboxes and book covers for the hospitality industry. New Hampshire D.D. Bean and the Diamond Match Company are still in business, but both make matches primarily for the retail market – they also make free matchbooks that are given to large-scale businesses like convenience stores. Much of the production of matches and related packaging was shifted overseas to Japan, China and India. (The next time you pick up a new book or box, take a closer look at where your games came from.)
As the cultural and health trends were unfavorable, the match industry had to adapt due to widespread smoking restrictions. For most hospitality professionals, compliance has already fallen into the “non-essential” column of business expense ledgers. “For years we have offered matchbooks as a fun takeaway
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