The hotel is from 1909 and has had at least four names. "Toronto" was one of them.

Zubelda cigarettes were introduced in 1911 and the ghost sign is likely from that era. An ad proclaimed: "They taste like shooting stars. And their fragrance is like the Garden of Eden." They also gave away miniature woven Oriental Rugs as a premium!

The sign has survived (although the bottom part has been covered) because this is a one-way street. The ad is only visible to pedestrians, or drivers looking in their mirrors.