We have seen many photographs of fires on NLA. I don't believe we have seen this one.
CHS*
Description: Engine Co. No. 27 fighting fire, Los Angeles. [1912-1915]
*Unless I am mistaken, the California Historical Society
CHS] doesn't have any of its items available online.
I found just a handful, including this fire pic, in their store.
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Here's a closer look at the signs on the buildings. (doesn't include the
Coca-Cola sign to the left of the hotel)
detail
Even though it's difficult to read...the writing on the fire-fighting apparatus must be "Engine Co. 27, L.A.F.D."