By Steve Phillips
Doug Hollinger has been a “Coke addict” for over 25 years. Th e owner of the Park City Clothing Store, with his wife Margie, freely admit it.
Shoppers who stroll into this cozy clothing store on historic Main Street immediately see the bounty of Hollinger’s decades-long obsession with the iconic American brand. Coca Cola memorabilia are freely strewn and hung throughout the store, nestled among an eclectic collection of vintage western boots and clothing.
Customers oft en linger to enjoy the pleasing eﬀects of his favorite “drug” and listen to stories about how this passion came to be.
It was 1990 in Albuquerque, New Mexico when, while shopping at a local store, Hollinger noticed an old Dr. Pepper vending machine sitting out back. On a lark, he asked the store owner how much he wanted for it. “He said it was mine if I’d haul it oﬀ , so I threw it in the back of my truck. Th at was the beginning,” Hollinger recounts.
His obsession grew from there. Oft en acting on tips from friends and customers, he began collecting in earnest. He soon focused his attention almost exclusively on Coca Cola memorabilia for one simple reason: “Every single person that walks into our store, from every corner of the earth and regardless of what language they speak, can say ‘Coca Cola.’ Every single person! Everybody has a story about Coca Cola or an old Coke machine they remember.”
Hollinger has traveled all over the country to pick up Coke memorabilia. People occasionally send him collectibles as well.
“The farthest one came from Malaysia. It was a Coke can that probably cost about a dollar, but it cost the woman $25 to mail it to me,” he laughs.
Hollinger, who has now amassed one of the largest collections of Coke memorabilia in the country, reﬂects on his passion. “It’s just something I enjoy. A lot of people invest in the stock market, nothing wrong with that. I’ve made a pretty big investment in vintage Coca Cola stuﬀ from the 1920s through the ‘50s. I’ve never had a piece go down in value, it’s always been worth more than I paid for it.”
Check out his Coke collection — and his iconic clothing shop — at 558 Main Street.