Also, the proper name is an Elevator Floor Indicator Dial.
The top floors of buildings were individually owned/leased and could be indicated by the letters.
Beat me to it ya'll....R for Roof, S for Sub-basement and B for Basement.
These are hot items for decorators!!!!!
Great site for an idea what is out there!~
http://www.cjanderson.com/elevatordialindicators.aspx