Whitefish brewery signs can stay, council decides
Great Northern Brewing Co. will be allowed to keep signs that exceed the number and square footage allowed under Whitefish sign laws, the City Council agreed on Monday.
In addition to the expansive Black Star beer sign on the north side of the brewery, Great Northern also can retain two neon signs — including a moving bucking bronco — that are not allowed in the Whitefish sign code.
The council agreed with several citizens who testified that the signs are part of the building’s architectural design and add a historic art element to downtown. The signs were part of the brewery when it opened in 1994, but the Black Star sign came down in 2002 when the brewery stopped making that beer.
In January 2010 Brewery Manager Markus Duffey had the Black Star sign re-installed when the brewery resumed Black Star production. He added a smaller hanging Black Star sign on the front of the business and authorized repair work on the flashing neon sign, all without getting a sign permit.
When the city determined the brewery signs were in violation of the law, they directed Duffey to either remove them or apply for a sign variance.
The brewery is entitled to three signs with a maximum of 19.76 square feet; it has four signs measuring a total of 198.67 square feet, roughly 10 times the allowed square footage.
In stating his case for the variance, Duffey said the brewery is not a typical downtown business but rather a large manufacturer. The city calculates the brewery’s sign square footage on its Central Avenue linear footage, even though much of the building’s linear footage is on Railway Street.
“We’re trying to sell a look and feel of downtown, a vibrancy,” Duffey said. “We don’t believe the signs are a hindrance to the neighbors.”
Duffey said and his crew have “worked our tails off” the last three years to revitalize the brewery and having vibrant signs is part of the image.
“We want to be loud in a respectful way,” he said.
Duffey said he added the hanging Black Star sign in front of the business because the state separated the business into two entities two years ago: the brewery and the draft house.
Former council member Jan Metzmaker, who served on the council when the brewery was built and also had a hand in the city’s sign law and Dark Sky ordinance, said the bucking bronco neon sign originally was allowed because the council deemed it artwork. The Black Star lettering on the north side of the building helps to break up the big expanse of that wall, she added.
“There are some historical cool things about our town,” Metzmaker said. “Marcus has done a lot in the community and he’s built the business back up. I hope you’ll find a way to keep the bucking bronco and Black Star signs.”
Rhonda Fitzgerald, who owns a bed and breakfast inn, said the brewery was meant to be a signature building and that the Black Star lettering was an integral part of the architectural design.
Car dealer Don Kaltschmidt, noting it was a rare occasion, said he agreed with both Metzmaker and Fitzgerald.
Dru Jackman said her only concern was that the brewery didn’t go through the sign permit process. Council member Phil Mitchell said he, too, felt the brewery “pushed the envelope” by not getting the required permits, but he voted in favor of the variance.
Council member Chris Hyatt added that “it’s good to hear people positive about unique signs.”
The brewery will be required to pay a $1,980 permit fee and will have to bring an oversized A-frame reader board into compliance.
Features editor Lynnette Hintze may be reached at 758-4421 or by email at lhintze@dailyinterlake.com.