Atlanta's iconic peach tower now destroyed

ATLANTA — If you travel along the downtown connector, you might have noticed something missing: the big peach billboard.

After 22 years, the billboard on top of the IBEW building is gone.

The union president says he never really liked the huge billboard from the moment it went up.

"Oh, we're ecstatic, you know," said Max Mount Jr, president of IBEW's local union 613. "We got our brand back, you know.  It's the IBEW building. It's not the building with the peach on it, so it worked out great for us. It took 22 years."

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The peach went up in 1994, before Atlanta hosted the Olympic Games in 1996.

To celebrate its recent destruction, IBEW employees even brought out the champagne, Mount said.

"We kind of got our brand back now," he said. "And it sure makes the skyline look a lot better."

Cox Media Group