The Garfield Center Foundation has recently come up with a bright idea that has the potential to make new waves in downtown Chestertown’s local business community.
Now in the latter stages of the historic Prince Theatre’s renovation, one of the last concerns for the Garfield is to have the old marquee returned to its rightful position over the theatre’s threshold.
The plan, according to GCF president Phil Dutton, has been to have the marquee sent away to Ohio, where it is receiving full refurbishment to its original, tiffany glass paneled elegance. This phase of the project has already been approved by the Town of Chestertown.
But it is the Garfield’s second phase of their plan that has brought a very contemporary issue to the front door of a very historic town. They want to have a digital sign as well.
New Lyceum Theatre (Prince Theatre) Original Facade
While cost factors and poor quality would have immediately deterred many small towns from using digital billboards in the past for their historic districts, newer, less expensive, and more advanced technology has given even the smallest towns the luxury of debating the use and future role of digital signage on main street.
The relatively small city of Riverhead, NY, for example, faced a similar debate last year when the Suffolk Theatre was being renovated in their historic district. The Landmarks Preservation Commission, similar to Chestertown’s own Historic District Commission, wrestled with the appropriateness of the newly proposed digital signage for several months.
As the Riverhead News-Review documented in their coverage, the commission was having a hard time trying to accept the idea of having digital component to their historic 1930s marquee. It was only when they started reviewing old photos of the original building that they came to the conclusion, according to their report to the city, that “The effect of the sign is similar to what the designers of the original sign were attempting to create, and might have installed had the technology been available in 1933.”
Closer to home, Princess Anne County has just had to issue a 120 day moratorium on signs after the Princess Anne Volunteer Fire Company proposed to install an electronic sign in the town’s historic district since the town’s 1996 ordinance does not take into account the new electronic digital signs.
Chestertown, meanwhile, is on the brink of such a debate.
For Prince Theatre staff like Sam Howell, the proposed screen’s digital, easily programmable nature will allow for a convenient way to update the community about upcoming programs and events pertinent to the Prince and other businesses. Described by its proponents as “not about selling advertising”, the sign would contain content that complemented other downtown businesses, like where you might go for a dinner deal prior to the show.
But for foundation members like President Dutton, and Chesapeake Architects’ Peter Newlin–the architectural liaison for the project– the proposed installation of this modern sign signifies much, much more.
For them, the LED sign has the potential to usher in a new era of economic vitality and growth for the Prince theatre and its downtown partners and peers in a way that the old back-lit letter board never could.
How would it do this? Well, the argument runs like this; By providing a steady stream of information pertaining to events, fund-raisers and shows to the theatre going pedestrian, the new sign would make the gap between seeing a show and finding out what to do next in Chestertown significantly briefer. In other words, what is good for the theatre is also good for the rest of downtown.
“A theatre really survives on signage,” said Dutton, “It’s really important that people are kept abreast of what the theatre has to offer, and what is going on in the rest of the community. If you go to a shoe store, you know they always sell shoes there, but a theatre is different; it changes week to week. We are a 501c-3, we came from money acquired from the public, so we want to be able to help drive attendance and economic activity downtown.”
Of course, The Prince Theatre isn’t just any theatre, it is a historic theatre (in a historic district) that has been recognized as such by the Maryland Heritage Trust. While Chestertown’s Historic District Commission has already approved the restoration of the old marquee, they have yet to approve the addition of the LED sign.
Ostensibly, this would be for two reasons. One, there is currently an ordinance in place that restricts the number of signs any given building or establishment is allowed to bear. That number is one. Currently, the Prince’s three-sided marquee contains three signs bearing the word “Garfield”, this new digital display would up that number to four.
Secondly, there is the fact that having an unmistakably modern LED sign hanging within the marquee of an historic theatre does slightly clash with the zoning stipulations for a historic district. It’s just plain anachronistic. But naturally, this is something Dutton and Newlin are aware of.
“Because of the new technology, people are rightfully concerned, but once we can help folks understand what the sign will do, to help generate activity in the theatre and downtown, I think people will start to change their mind,” said Dutton.
There is also Peter Newlin, who sees the GCF’s yearning for more modern signage as essential to the preservation and survival of Chestertown’s historic downtown. As a former member of the HDC, this is an irony not lost on him.
“Theatres across the board are moving to this newer technology because you are able to create a string of messages directly,” said Newlin. “What you really have here is a series of paradigm shifts, from the hollywood poster board system, to the moveable letter board, and now to the digitally programmable sign. The theatre is not just a theatre anymore, it plays many roles downtown, we need signage to reflect that.”
But for Kees de Mooy, Assistant Zoning Administrator and a co-author of the Historic District Design Guidelines for Chestertown, economic arguments for the sign’s installation have no bearing on existing ordinances to prevent such signage from going up in a historic district.
“The Historic District Commission has no business reviewing economic data,” said de Mooy. “We can’t start down that road, because the rational would then be that if there is a positive economic impact, then it should be allowed. Massage parlors, dog fighting studios…I’m using ridiculous examples, but just because it brings in money–albeit this assumption has been deduced through a very narrowly focused study–doesn’t mean we can approve it.”
Proposed new digital sign with message rotation (Chesapeake Architects)
In his view, the intrinsic historicity of Chestertown’s downtown is its single most economically valuable asset; adding an internally lit sign to an historic building doesn’t necessarily augment that value. It bears mentioning that in order for the GCF to install the new LED sign, it must first be reviewed and approved formally by not only the Historic District Commission, but the Chestertown Town Council. As of yet, this has not happened.
“The way their application has been filed, they have three signs on the marquee, and then they’re applying for a fourth sign, which would not conform to several provisions of our sign ordinance,” said de Mooy. “And then it has several features that are specifically precluded by the sign ordinance, which includes flashing and other capabilities that are outside of what we’ve traditionally allowed.”
While de Mooy acknowledges that there are a few other examples of internally lit signs in the historic district that were grandfathered in after the sign ordinance was created–such as Paul’s Shoe Store–that doesn’t mean he has to like it. Regarding Chestertown’s downtown as perhaps “the most intact historic district in the state of Maryland”, de Mooy hopes for it to stay this way, remaining optimistic all the while in the downtown’s current economic viability, sans LED marquee.
Meanwhile, it will be left to the Town Council to decide whether or not to alter the sign ordinance, deliberations which no doubt will take place in the coming meetings this July.
Doug O'Dell says
As the owner of The Imperial Hotel, the Garfield’s next door neighbor and an historic building in its own right, I support the concept of digital LED signage as part of the re-installation of the marquee. Having owned and reabilitated more than a dozen historic structures over the past 30 years, I have learned that there are resaons that old technologies, techniques, materials, and finishes are no longer used. They failed in their intended purpose over time.
No one can say that Messrs. Dutton and Newlin have not, with many others, done great things for Chestertown in restoring the theatre formerly known as the Prince, but sustaining that through successful programing will be the long hard pull. If 21st Century lighting helps them to pack the house and fill their 501C3 coffers, all the better for them and Chestertown.
mary wood says
Where would the digital sign be hung? Under the Tiffany glass elegance of the original sign? Or would that be eliminated? I would think downtown restaurants etc. could take out ads in the theatre’s programs, or in the Tidewater Trader,Kent News or the Spy rather than add more visual clutter to the air.
Keith Thompson says
If historic preservation is the most important consideration for the town when it comes to regulating the downtown business district and would prevent the Garfield from putting up a digital sign with their marquee; then the next logical step is to get rid of the i-sign downtown.
Joan Cramer says
Well said, Keith. A silly and pointless eyesore. Looks like the drive-through at a fast food restaurant.
BarbaraSnyder says
So what’s the difference between a computer run sign{that only works when the sun doesn’t shine} and a theatre advertising sign that doesn’t create an electric bill for the town? I’d rather have the theatre sign.
Jack Brosius says
from the architects “concept of the sign I see no reason for it not to be approved. it the sign were one of the type that scrolls across a face of the building, I think I would have an issue. as mentioned before there are many times modern technology can be interfaced quite nicely with Historic antiquity.
Rome Oneil says
I believe I have seen several signs hanging in the historic district that have lettering on both sides. Is such a sign considered one or two signs? If the latter, then the current sign ordinance has been knowingly, or unknowingly, misused. Why couldn’t the marque be considered one sign with three sides? That approach could resolve the perceived number of signs.
Until the GCF submits an application for the digital sign, any discussion is premature. I had an HR person tell me until you have an issue in writing all you have is assumption.
Looking at the two pictures presented, they do not provide a true perspective on what will be seen. The old photograph shows the marque with its ‘skirt’ showing the theater’s name. The new image does not show the ‘skirt’. If the latter is added, will the digital sign be visible short of being directly under it?
Philip Dutton says
Mary Wood, to your comment about advertising we have never espoused selling advertising on the proposed LED sign. We welcome advertisers in our program books.
Historic theatres almost always have marquees, and ever since the invention of the light bulb, theatres have marketed themselves with a host of lights decorating their marquees. The marquees and their lights attract attention and create a festive atmosphere – two things an entertainment business needs to achieve.
In almost any other circumstances, an LED screen would stand in harsh contrast against a historic structure. The screen would be too bright, too colorful, and too much an electronic component from a discordant era. Historic theaters are an exception. In the bright environment under a marquee, the LED screen will be bathed in the lights of the Marquee. The screen is fully dimmable, and the Garfield’s staff will adjust it to pleasantly contribute to the theatre’s festiveness. We believe that’s what theatre patrons want, an enjoyable experience of light and messaging, especially in a small historic town.
Carla Massoni says
This is the reason Rome’s comment is so accurate. Based on Mr. Dutton’s comments there is much to be learned. Let’s see what is in store for the theater before we jump on either bandwagon!
Tim O'Brien says
Everything that has been done to restore the old Prince has been done well and the fact they went to the effort and expense to restore and keep the original marque is wonderful and shows respect for the historic building. For everything they have done, the electronic sign they are proposing should be allowed, it is nice new and old combined. The downtown is not a historic museum, it is an historic business district and local businesses owners working hard to keep it vibrant and tasteful should be given support not obstacles. How many more dusty store fronts do some people need to see before they realize that its time for new thinking.
john lang says
Flashing digital LED lights on the marque of the Prince? And this will usher in “a new era of economic vitality and growth” for downtown Chestertown?
Good idea!
Too bad the short-lived Head Shop or the failed pizza parlor on Upper High didn’t try that. Sure, it’s not the product, it’s the lighting.
And look what LED lights have done already for Chestertown’s Christmas decorations — that funereal lift revelers get from the eery greenish glow.
You can imagine the conversations once the theater gets its new marque: “Y’know, honey, I never paid attention to The Prince before, but now it’s got LED lights. Let’s get season tickets.”
Of course, as the story points out, a modern LED sign on an historic building does “slightly clash with zoning. . .”
Slightly?
But the project’s architect, Peter Newlin, is paraphrased as saying modern signage is essential for historic preservation.
Uh, of course.
But if you allow LED lights on the marque of an historic icon, how can you keep them off the bank, shoe store, bike store, coffee shop, beauty parlor, deli and the hotel next door which, reportedly, approves of them for the Prince?
Every business is going to want ’em, they’re so good for “economic vitality.”
matthew weir says
John, your comments are great! It seems to me that the central argument for the LED sign is that there are messages to be broadcast that are central to the community interest (where to go to dinner after the show) and that it would help attract people to the Prince Theater. Quick question: aren’t people going to the Prince Theater going to plan ahead? How many are going to be trying on shoes at Paul’s shoe store, think, hmmm, these boots fit well and then see the LED sign and decide to go to a play?
With regard to where to eat after the show, how many options are there in town? If a show ends at 9, what choices do you have of open restaurants? I only know of one!
As somebody who own downtown real estate, I am all for attracting people downtown. Nonetheless, an LED sign isn’t the answer. Oh, but if it is the answer, can I put a large LED sign above the Fish Whistle saying we are open for business?
john lang says
Matt,
If the Prince gets LED signs, Fish Whistle surely can, too.
Does anybody really think, in today’s political and judicial climate, that a governing body can waive zoning rules and allow new lighting technology in an historical district for a 501c-3, simply because it is artsy and non-profit — and then deny the same supposed marketing advantage to a business, simply because it is for-profit?
That would delegitimize the premise of historical preservation.
That’s why it’s beyond unlikely the Prince’s plan will ever be approved by the town. That’s why the advocates haven’t made formal application to any oversight body, as yet. That’s why, instead, they’re trying to make the case in The Spy.
Jim Nelson says
“Hold on to the best of the past, but more importantly, get the most out of the future. I don’t think a community can make a bigger mistake than to stop progress.”
Arthur Houghton Jr.
Peter Newlin & Philip Dutton says
Mr. Lang and Mr. Weir are cautioning against downsides. We agree we need Town Regulations to guard against the abuses they describe, which can indeed erode our Historic District’s assets and appeal. We also need a Sign Ordinance which promotes the economy of our Historic Marketplace in any way which will not erode its preservation.
Let’s consider two “Big Picture” questions:
>> Is the Garfield unique in the Historic District?
>> Can the Garfield’s LED screen help stimulate our Historic Marketplace
Chestertown’s Historic District Commission (HDC) has already approved the Garfield’s application to restore the marquee, including replicating the 1920’s signs on the front and each side. – that’s three (3) signs in all. Before the HDC voted, we made it clear we will need the Mayor and Council to amend the current sign ordinance because it prohibits “Marquee Signs”, and it restricts the number of signs to one per [business] occupancy. When Chestertown drafted its Sign Ordinance, no one envisioned the revival of our downtown historic theatre.
The Garfield is not one of the For-Profit businesses these gentlemen mention. It is a 501(c)3 with a broad mission to enhance the welfare of our community (including educating our children). As such, the Garfield is dependant on our community attending the events it stages – ticket sales cover 20% of the cost of an event – and even more dependant on sponsorships and donations to cover the remaining 80%.
The Garfield needs sponsors to survive. Sponsors want recognition. When the Garfield identifies what’s showing now, they can add an appropriate message to recognize the event’s sponsors, just like public TV and radio do. An LED screen will help the non-profit Garfield gather supporters.
The Garfield is one of three (3) “Grand Ladies” at the heart of our Historic Marketplace: Stam Hall (1883), The Theatre (1928), and The Imperial Hotel (1903). Each is unique in important ways, and crucial to High Street’s commercial corridor.
The Garfield is the only structure downtown with a historic marquee. Ever since its origin, the Garfield’s marquee has sported lights to create a crowd-attracting environment. An LED sign blends comfortably with the lights of the Marquee.
On the outside, the Garfield’s marquee is a restoration, but all evidence of the Marquee’s historic ceiling has been lost. The marquee’s new ceiling is a contemporary design (2012) with LED lighting. The lobby is also contemporary construction (2012). Thus, the new LED screen is to be set in a contemporary doorway with a contemporary lobby in the background, beneath a contemporary ceiling, and bathed in the LED lighting.
In all of the respects identified above, the Garfield is unique in the Historic District.
When Savannah (Georgia) recently created their “Historic Sign District” they made a special exception for “theatre marquees where documented historical precedent exists…”. Why shouldn’t Chestertown do the same?
The Garfield wants to help our historic marketplace thrive. For example, the Garfield already schedules its shows to start at 8:00 so its patrons can enjoy dinner before the show. The Garfield will be operating when few other businesses are open (in the evening and all winter long). The Garfield brings people downtown when they are most needed by other businesses, especially by our restaurants.
Can the LED sign help the Restaurant-Theater symbiosis grow? We think it can, if the Garfield voluntarily promotes Restaurants on its screen. (The Garfield will not accept paid advertizing on its screen.) Participating restaurants can simply hand out notices of upcoming events. This is a win-win. Win-wins are possible with a 501(c)3, especially with other non-profits (the Chester River Association, the Historical Society, etc.) Please note the text in the colored image above.
It’s important to recognize a programmable screen is blank until someone creates a message for it to display. The Garfield is full of creative people. If the town grants the Garfield an LED screen, they will be furnishing this historic theatre with a mini stage for creative messaging. Here’s an example of how the Garfield might string some messages together:
Welcome to the Garfield Center — Next Saturday the Jazz Great, Ethel Ennis — The Show starts at 8:00 — Local Restaurants offer “Theatre Specials” beginning at 6:00 — Fish Whistle, Lemon Tree, Brooks Tavern, Blue Heron, Imperial Hotel — Don’t forget Artworks Studio Tour starts Next Weekend – Welcome to the Gar…
Creative Messaging > Can Communicate > More Information > To More People.
Information stimulates commerce.
We believe a programmable screen can help the Garfield become an engine of downtown prosperity. It can connect “wallets & purses” with local businesses. Our downtown economy is fragile. Historic Marketplaces don’t survive if they aren’t vibrant. Short of damaging our Historic Resources, we need to enable every micro-engine we can envision for our downtown. If we don’t start with the Garfield, where and when are we going to start?
Philip Dutton Board President, Garfield Center for the Arts
Peter Newlin Member of the Garfield Center’s Revenue Committee
And the Garfield’s Project Architect
Kevin Shertz says
Gentlemen,
Having recently led a successful legislative change at the state level, let me give you a few words of advice:
1. Be brief. Good ideas are self-evident.
2. Be specific. Take the time to draft the model language that you want in the context of the existing ordinance. In this case, it’s likely to be less than a sentence long. Personally I’d say limiting your desired exception to a 503c performance theatre is your best shot at getting this approved.
3. Cite relevant examples. If other communities have successfully implemented what you’re looking for and in the context of this situation — a theatre located within a historic district — provide that information upfront, including their specific ordinance langage. Don’t make it a game of hide and seek for the Council. Not taking the time to do this only increases the appearance of ambiguity in your argument and makes it look like you didn’t do your homework.
4. Be respectful. The Garfield Center has tremendous goodwill within the community and with our local government. You may or may not get what you want. Either way, the organization needs to do business with the Town Council in the future. So, leave the drama for the stage.
Best of luck…
Regards,
Kevin Shertz
(Full disclosure: I am an advertiser in the Garfield Center playbill, and my wife Heather Oland and I are annual donors to the organization.)