Signs of the Times - December 2012 - 16

A proposal illustration showing the blade sign in place. Note the Pueblo-deco window-crown design. The terracotta shields, bordered by multi-colored finial and spindle ornamentation, display Pueblo motifs.

tower structures. She also produced Santa Fe’s La Fonda Hotel interior. Other Pueblo-Deco examples are the Arizona Biltmore (Phoenix); the Will Rogers Memorial Center (Fort Worth), the Cliff Dweller Apartments (New York City) and the Paramount Theater (Abilene, TX) ceiling. For more examples, search for author Carla Breeze’s Pueblo Deco book online. Albuquerque features an Old Town historic plaza with numerous adobe structures, and the 1793 San Felipe de Neri church that dates to Spain’s occupation of Mexico (New Mexico was part of Mexico at that time). Other historic Albuquerque buildings are the 1917 Occidental Life Insurance building (3rd St. and Gold Ave.) and the 1921 Sunshine Building (2nd St. and Central). And, of course, the KiMo Theatre. In 1977, Albuquerque citizens voted to save the then-deteriorating KiMo. The plan called for several rehabilitation phases that, in all, amounted to $2 million (the KiMo cost $150,000 to build in 1927). The most recent renovation work occurred in 2000. Oddly, none of the rehab plans included the sign. The theatre’s original-sign details were recorded on vintage postcards that, unfortunately, were either blackand-white photographs or colortinted ones made from half-tone originals. Thus, today’s sign replica is original in style and shape, but the colors are estimations. Also, old photographs show several logo changes over the years. In 2010, Embudo, NM, resident, restorer and historian Johnnie Meier envisioned the renovated theatre with a replica sign installed. With postcards in hand, Johnnie gained access to the theatre roof. He measured the building and subsequently sketched sign plans that included

the neon layout and color scheme. He then worked with city preservation officials to create a bid and final design process that, a year later, was awarded to Albuquerque’s E.P.N.M., Inc./Zeon Sign Co. Johnnie had coordinated with Zeon on an earlier restoration of Albuquerque’s Aztec Hotel sign. David Bowers, Zeon’s 26-year account executive, worked with Johnnie and the city-preservation group, plus zoning and engineering assemblies. He also negotiated the many procedures found in complex, historical building sales and installation processes. David kindly provided ST with KiMo background information, various sign schematics and illustrations – and great conversations on signmaking and Albuquerque’s history. Roland Gonzales prepared Zeon’s fabrication and presentation drawings. The new sign was installed in May 2011. It was first illuminated during a citywide celebration on the evening of June 3, 2011. Expectedly, Albuquerque Mayor Richard J. Berry joined with dignitaries, VIPs, sign buffs and the local press to commemorate the event. Further era ambience came via invitations to owners of 1920s and ’30s collector’s cars. These lined the curbs for several adjoining blocks. That night, the theatre presented the silent film Metropolis, a 1927 German science-fiction film that aficionados rate as “most influential.”

The plot involves a futuristic city that’s divided between haves and have-nots, and is surprisingly similar to today’s election campaigns – it tells of a reconciling savior, one that will make everything okay. Today, Albuquerque’s PR missives say, “The iconic KiMo is home to a variety of theatrical performances, movies, concerts, and more.” It offers a unique venue for quality entertainment in downtown Albuquerque. Additionally, the staff provides scheduled tours. The KiMo’s original investor/ builder was Oreste Bachechi, an entrepreneur who grew several businesses within the city and ultimately built the theatre. City historians say Bachechi wanted one that would compete with Greek and Chinese theatre designs of the time, but with a Southwestern theme. He hired architect Carl Boller who, with his brother, had designed other unique structures. The KiMo interior comprises Native-American dance and hunt scenes; the theatre chandeliers are shaped like war drums, and NativeAmerican bird designs and buffalo skulls decorate other areas. Taos painter Carl Von Hassler created the theatre’s numerous murals. Albuquerque’s historians say the designs have historical significance. For example, the Navajo swastika – a whirling-log symbol – represents healing, life, freedom and happiness. n

16 SIGNS OF THE TIMES / DECEMBER 2012 / www.signweb.com

Courtesy of Zeon Signs, Albuquerque

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Signs of the Times - December 2012

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