What’s in a name? For a company, everything. Its logo and image
are linked to letters, symbols and colors.
Take Starbucks.
The coffee retailer’s image translates into fresh brews, sidewalk
ambiance and, currently, a steaming brouhaha over its signs on Ketchum’s historic
Lane Mercantile Building. Last May 10, the town’s planning and zoning staff approved
the Starbucks logo--green signs with white letters--on the building’s south and west
facing walls. The two-by 20-foot signs went up on June 16.
Both signs are legal under the city’s signage guidelines.
So what’s wrong?
Lisa Majdiak, Ketchum’s chief planner, said about 30 complaints
rolled into city hall, both of the verbal and written variety, following the P&Z
decision. "That’s more complaints than we’ve ever gotten on any sign,"
she said.
Thirty complaints? Doesn’t seem like much. But, then again,
neither do the signs. Intrusive? In bad taste? Hardly.
In any case, public opinion must have been galvanized because
Ketchum’s city hall watchdogs and Starbucks once again huddled Monday night over this
weighty issue.
Question: How do you place the coffee retailer’s name on those
lovable historic bricks without violating the town’s history and pride?
The solution, agreed upon by both sides: A smaller west-facing sign
attached to the building’s awning that blends more into the Mercantile’s aging
exterior color. A cedar plank is expected to display "Starbucks Coffee" in white
letters.
Alas, there’ll be no south-facing sign, as is now the case high on
the building, to greet visitors motoring up Main Street. Instead, a small green Starbucks
sign, oval in shape and 24 inches in diameter, will be attached to the building’s
southwest corner.
Starbucks representative Rachael Royce, ever the diplomat, suggested
that anything smaller might be invisible.
Whatever the case, Majdiak told a writer the original signs—which
she green-lighted—"didn’t fit in with the historic character of the
building. I think it’s a very valid issue."
Seattle-based Starbucks, of course, will turn somersaults to satisfy
locals.
"We want to be good corporate neighbors," said Don Volonte,
Starbucks’ Boise-based district manager, whose degree in sociology undoubtedly helps
him retain his sanity.
In a few weeks, barring more complications, the P&Z staff is
expected to approve the new signs. No City Council vote is required, Majdiak said.
Hopefully, the issue will be resolved once and for all. Then, we can all relax with a
frothy latte and conduct a reality check.
