South Hobart is also famous for its Keen's Curry sign. Originally, the sign read "VR 60" to mark the Jubilee of Queen Victoria. This was created when the son-in-law of the company's founder "purchased land in the foothills of Mount Wellington, overlooking Hobart, and in 1905 transformed it into a large advertising sign. Heavy stones were collected from the site, painted white and used to form the words 'Keen's Curry' in letters some fifty feet (15 m) high. Public uproar resulted, but Horace won the right to use it as an advertising sign. In June 1926 the familiar landmark briefly changed to read 'Hell's Curse' as a university prank, and students altered it again in 1962 to promote a theatre production. In 1994 the landmark read 'No Cable Car' as a protest against a proposed development. After every change the sign was restored and as of 2012 was still in place."