100 Years Ago: St. Louis Auto Show Fascinates Crowds and Continues Today

The nineteenth annual automobile show of the St. Louis Automobile Dealers’ Association took place February 22 to 27, 1926, in “the great building owned by the City of St. Louis known as the Union Market.” Union Market still stands, is still owned by the City of St. Louis, and is now listed on the National Register of Historic Places. It was constructed in 1924-1925, so the 1926 St. Louis Auto Show was the first at Union Market. (The 1925 St. Louis Auto Show was held at the Eighteenth Street Garage.)

The first floor of the four-story Union Market was “occupied by the most magnificently equipped market in the world,” and the three upper floors were used as a parking garage, so those floors were the perfect spot to hold the auto show. There were 275 different models of passenger automobiles from approximately 50 makers on display at the show. Motor buses, trucks, farm tractors, and two great glass lined “thermos bottle milk trucks were also on display. There were booths with automobile accessories and parts as well. The show committee spent nearly $20,000 (over $363,000 in 2026 money) “so as to transfer the harsh, commercial building into a bower of beauty such as few people have ever seen on so large a scale.” The “novel and brilliant” electric lighting brought out the paint colors and details. Each of the three exhibit floors were decorated with a different motif. The walls and posts were covered with multi-colored drapes and “all the rough concrete of a naturally ugly commercial building [was] covered.”

Show-goers could view automobiles at a variety of price points, from the luxury Rolls-Royce and Duesenberg models to the more modest Ford, Star, and Gray models.

The St. Louis Auto Show does still exist. The most recent show was held just last month, from January 22 – 25 at America’s Center. Now, instead of drapery and milk trucks, we have drifting demonstrations. https://saintlouisautoshow.com

Sources

“Annual Auto Show in St.L. Feb. 22 to 27.” Alton Evening Telegraph (Alton, IL), February 13, 1926.

“Automobile Show Most Colorful of Its 19 Years Here.” The St. Louis Star and Times (St. Louis, MO), February 24, 1926.

“Eighteenth Annual St. Louis Auto Show.” Alton Evening Telegraph (Alton, IL), February 23, 1925.

“Union Market.” City of St. Louis, 2026.https://www.stlouis-mo.gov/government/departments/planning/cultural-resources/city-landmarks/Union-Market.cfm

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