When I first started collecting memorabilia of The Coca-Cola Company, the serving tray was the main point of interest. It seemed that everyone's collection was judged by which trays you had and which trays you needed. There has been a fascination with the tin lithographed serving tray ever since the first day people became interested in collecting Coca-Cola, and early price guides on the subject reflect this fact. While other items were shown, of course, the most important subject was the serving tray. Even The Coca-Cola Company archives produced a book in 1970 called Catalog of Metal Service Trays and Art Plates Since 1898, which seems to be the first book on the subject, and in fact, on Coca-Cola collecting in general.
While much has been learned since the 1970 book and other early price guides and reference books, one thing remains the same: The serving tray is still king. While some collectors don't care about trays, I find that many collectors are still fascinated with them, and some are even trying for the seemingly impossible feat of owning one of every tray known to exist.
Because of the importance of the tray, I find collectors have placed more emphasis on the condition of trays than other pieces. The typical tray collector considers every little scratch and dent on the tray. This is why it is so very hard for a book like this to place values on these trays, and I must stress, that the prices you see here are just GUIDE prices for what I consider averages pieces, which are clean, presentable trays in excellent or better condition. If the tray is rough, the price will be lower, and in cases of the more common trays, much lower. If the tray is in mint condition, it certainly can be higher. Please don't forget that just because a tray sold for a fortune at an auction, that certainly doesn't mean that price is the true market value. It is very possible that two or more bidders just got carried away.
While it is quite possible that earlier trays do exist, the so-called 1897 “Victorian Girl” tray has always been thought of as the first and certainly the most important and most difficult to find of the trays. The earliest known trays were 9-1/4′′ round and made from 1897 through 1901. In 1903, there was also a 9-1/4′′ round tray, but another larger oval tray was used. In 1905, The Coca-Cola Company produced a smaller oval tray. This seemed to have continued until 1909 with a series of medium and larger oval trays. Tip or change trays vary in sizes from 4′′ to 6′′ round until 1907, when they became a standard 4-1/4′′ × 6′′ oval until 1920, after which they were no longer produced. Beginning in 1910, a rectangular tray was produced. Measuring 10-1/2′′ × 13-1/4′′, it became standard and was used right into the early 1960s. Between 1910 and 1919, only three of these rectangular trays were produced: in 1910, 1913, and 1914. In 1916, a completely different tray was manufactured measuring 8-1/2′′ × 19′′. Subsequently, no trays were made until after World War I. Then, in 1920, production resumed with at least one tray each year until 1942, and then not another until after World War II.
Rectangular trays have generally turned up in sufficient numbers to keep collectors happy. However, most collectors strive for a mint or at least near mint example, which is not always easy to find. I have always believed in the “upgrade” system of collecting, which simply means that if you need a tray from a particular year, buy it even though it might not be in the most desirable condition. When you find one in better condition, you can sell the first one and eventually your collection will reach your goal. This is a more dependable system than waiting for the perfect tray, which may never occur.
After World War II and into the 1950s and 1960s, the production of trays was, at best, spotty and irregular. TV trays, plastic, and commemorative trays replaced the popular and beautiful Coca-Cola girls of the 1920s and 1930s.
Displaying trays has always been a challenge for collectors. Everything from magnets, plate hangers, and glue and string has been used, some successfully and others not. I personally think that the best way to display a tray is to place it on a narrow shelf with an edge, simply leaning the tray on it. This will prevent it from falling and avoids hanger marks.
But whichever way you decide to display your trays, remember that taking care of them is even more important. The first and the most important thing is to avoid humidity. Do not store or display your trays in a damp area. Over a period of time the trays will become slightly pitted, and this become slightly pitted, and this pitting will eventually get worse. This presents a special problem for Coke collectors, many of whom display their collection in game rooms or bars that are in the cellar. This could be a problem unless you have taken steps to reduce the humidity (a dehumidifier, for example).
Another big problem with trays is dust. It always seems to accumulate on the bottom rim of the tray. If this dust is allowed to build up, it will be difficult to clean and could certainly detract from the tray. If trays are not cleaned and dusted properly, they may develop a series of light scratches. With all of this warning, I am trying to stress the fact that you must take care want them to retain their value. the fact that you must take care of your trays if you want them to retain their value. Also, remember that if you will be moving or storing trays, always put them into clear plastic bags. This is the best way to protect them from scratching.
Whether you simply collect particular trays that strike your fancy, or you strive to own every example known, the serving tray is a classic Coca-Cola collectible.