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City Decision On Caliente Sign Reconsidered

Aired 12/16/11 on KPBS News.

Today the city of San Diego rescinded a permit allowing advertisers to paint over a vintage sign on the side of the California Theater in downtown San Diego. A public outcry to save the sign is the reason.

The Caliente advertisement on the side of the historic California Theater dat...
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Above: The Caliente advertisement on the side of the historic California Theater dates back to the 1960s. It may be painted over soon. Photo by: Pamela Schreckengost

Last month, the city’s Historic Resources staff approved a permit to paint over the vintage Caliente sign on the western side of the California Theater with a beer advertisement.

The decision was decried by historic preservation groups and a petition to save the sign circulated on Facebook. We received a number of comments on our story.

The city has reconsidered and canceled the permit issued to Valerio Resources Inc, the Chula Vista sign company hoping to sell advertising space on the theater wall.

Cathy Winterrowd is a senior planner with the city of San Diego's Development Services department (which oversees the Historic Resources staff). She approved the initial permit.

After consulting with the city attorney’s office, Winterrowd concluded:

"We actually do have the authority to look at the historic significance of the sign itself. I had evaluated the proposal within the context of the impact to the California Theater, and whether painting a new sign over an old sign would adversely effect the building. I did not evaluate the sign as a stand alone historical resource."

In fact, the Caliente sign has never been officially evaluated as a possible historical artifact.

If Valerio Resources still wants to advertise on the space currently occupied by the Caliente sign, the company must develop a new proposal that takes into consideration the possible historical nature of the sign.

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Avatar for user 'Enrique Limón'

Enrique Limón | December 28, 2011 at 1:11 p.m. ― 5 years, 3 months ago

The 'Save the Historic Caliente Mural' petition is still alive and strong. Making the City go back on its decision was a great victory, but we're not in the winner's circle yet. Please take a second to sign and share:

( | suggest removal )