What Columbus Circle looked like in the 1920s

The traffic around the circle seems chaotic, and the fountains that surround it now wouldn’t come for another 80 or so years.

The yellow Victorian-looking structure in the center is the Pabst Grand Circle Hotel, torn down and replaced by the much-maligned Lollipop Building. Redone in the 2000s, it now houses the Museum of Arts and Design.

I can’t figure out what the billboard on top of the white building says. United States something? Columbus Circle had big, bright billboards and signage for decades.