Preserving historical landmarks is an important way of keeping in touch with our past.But what if an iconic part of a city's history is just an advertisement for a soft drink?.In San Francisco, they've decided it's fine to just tear the sign down.The "Enjoy Coca-Cola" billboard in San Francisco's South of Market neighborhood is slated to be permanently removed soon.The massive sign, which is 112 feet above the street, was erected back in 1937, just a year after the opening of the Bay Bridge.Coca-Cola will be paying the $100,000 price tag to remove the familiar sign.While we, like many San Franciscans, will miss seeing the sign, we made the difficult decision to not renew the lease as part of our efforts to focus on other digital media platforms that support the growth of our overall beverage portfolio, Coca-Cola North America spokeswoman