Signs of the Times - September 2016 - 9

Boston Ponders Landmark Status for Legendary Citgo Sign For more than 50 years, the 3,600sq.-ft Citgo sign outside Fenway Park has served as a beacon to Red Sox Nation that their beloved team's hallowed ballpark was nearby. The sign structure, which sits atop 660 Beacon St., has existed since 1940, when it was first erected to identify the Cities Service Petroleum Co. divisional office. Cities Service's name contracted to Citgo a quarter-century later. Like many signs, it came under scrutiny during the energy crisis of the 1970's, when many government officials questioned the necessity of illuminated signage. In 1979, Massachusetts Gov. Edward King ordered that all "nonessential advertising," such as the Citgo sign, which is off-premise, be turned off from 7 p.m. to 7 a.m. This effectively rendered the sign dark. After considerable public outcry, it was relit in August 1983, and Citgo agreed to pay $450,000 per year to maintain it. In 2005, Federal Heath Sign Co. replaced the sign's neon with 8,000 linear feet of SloanLED modules, and it has remained a fixture in Red Sox game broadcasts and a comforting icon for generations of Beantown residents. Given the sign's rich backstory, it's not surprising that officials from the Boston Landmarks Commission began taking steps to register the sign as an official landmark, which would require Commission approval for any future changes to its appearance or structure. The Commission's vote to take this step followed public reaction to Boston Univ.'s plan to sell the building on which the Citgo sign is built, as well as others in the vicinity. The Boston Preservation Alliance circulated a petition to save the sign; it received more than 5,000 signatures. The Citgo sign itself isn't technically for sale; Boston's Brink Sign Co. owns the "air rights" that gov- ern it. However, it stands to reason that a change of ownership could impact the sign's future, in particular if the new owner harbors redevelopment plans. Some argue that the sign doesn't quite have the historical cache of the Old North Church, Faneuil Hall, Boston Common and other local landmarks. Others chafe because Citgo is a subsidiary of socialist Venezuela's national oil company. However, snobbery and politics should be put aside in the name of preserving beloved civic treasures. The Citgo sign may not quite match the status of LA's Hollywood sign, but it's an icon nonetheless. Good luck to the Landmarks Commission and its pursuit. So Long, Farewell ... After 16 (mostly enjoyable) years, as an editor, writer, contest coordinator, social-media content provider and general bottle washer at ST, I'm hanging up my editing pen - or, more realistic in the 21st Century, logging out for the final time. I've taken a position with a sign company to handle its marketing, sales support and various administrative duties. Throughout my ST tenure (which spans more than one-third of my life), I've had the pleasure of getting to know hundreds, possibly thousands of you. Because I'll still be in the sign industry, I hope to see many of you at industry tradeshows and events going forward. Working at my position has taught me that there's simply no substitute for cultivating relationships. There's no app or website that equals the importance of getting to know, understand and appreciate those who can help you develop personally and professionally in your chosen field. In "Elizabethtown," one of my favorite movies, Hollie Baylor (played by Susan Sarandon) concludes her eulogy at her husband Mitch's funeral with the line, "He rooted for all of you." I, too, root for all of you. I want everyone in the sign industry to grow and evolve - and remember that no business that's not responsive and respectful to its customers will succeed long-term. It's been a fun journey. I hope our paths cross again. SIGNS OF THE TIMES www.signweb.com 9 http://www.signweb.com

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