Signs of the Times - June 2013 - (Page 6)
ST UPDATE
By Steve Aus t
News for a broader perspective
The Lady Dives Again
In 1958, brothers Elmo and Richard
Kaesler migrated from Syracuse, KS
to Mesa, AZ and opened the Starlite
Motel. To attract motorists to stay at
the Starlite, they built a pool. Two
years later, they wisely chose to tell
the world about it with an iconic
sign. Artist Stanley Russon designed
a neon sign with a bathing beauty
diving towards the ground, and
Paul Millet fabricated the 78-ft.-tall
spectacular.
Over half a century, it’s estimated
that, having plunged six times per
minute, the lady made more than
six million dives. Her plummets
ended on October 5, 2010, when a
ferocious hailstorm blew through
and decimated the sign. The tubing
was destroyed, and numerous metal
pieces were twisted and hurled to
the ground.
Thankfully, the Mesa Preservation
Foundation appreciated the Starlite’s
Diving Lady (the motel remains in
operation) and worked diligently to
raise the $120,000 required to restore
her to glory. The organization also
obtained the variance required for
the sign’s removal, renovation and
reinstallation. The Foundation hired
6 SIGNS OF THE TIMES / JUNE 2013 / www.signweb.com
Larry Graham and his local shop,
Mesa’s Graham’s Neon and Electric
Sign Specialists, to perform the job;
Graham learned the tubebending
trade under Millet’s tutelage. They
worked on the sign over the course
of approximately three years, Graham
said, as funding for the project
became available. On April 2, the
Diving Lady was officially unveiled
by city officials to the enjoyment of
hundreds of cheering onlookers.
“This project has helped the community gain a greater appreciation
of what historic preservation is all
about,” Vic Linoff, president of the
Mesa Preservation Foundation, said.
The Foundation also took a leading
role in collaborating with the city to
restore the sign. According to Gordon
Sheffield, Mesa’s zoning and civilhearing administrator, they received
a special-use sign permit for the
reconstruction of the Diving Lady
as part of a comprehensive sign
plan. The Foundation documented
the sign from an artistic and historic
perspective, and the city’s Board of
Adjustment agreed that the project
served the public interest. With
an eye towards preserving dozens
of additional, historic, neon signs
throughout Mesa, the city is considering an ordinance similar to
Tucson’s, which actively seeks to
preserve historic signage.
Doug Towne, a Phoenix resident
and editor of the Society for Commercial Archaeology’s (SCA) newsletter, reflected on the cultural impact
of historic signage: “When the SCA
was founded in 1976, neon signs
were considered garish and unworthy
of saving by the traditional, historicpreservation community. However,
what was once deemed ‘bubble-gum
architecture’ is now appreciated by
Americans from many backgrounds.”
“It was gratifying to see a community come together to restore a
major part of our history,” Mesa
Mayor Scott Smith said. “That’s what
signs are all about; they not only tell
us where to go, but also who we are.”
http://www.signweb.com
Table of Contents for the Digital Edition of Signs of the Times - June 2013
Signs of the Times - June 2013
Contents
ST Update
Tech Update
Profiling Media for Purpose
Vinyl Apps
Strictly Electric
LED Update
Software Update
Technology Review
Technology Review
Sign Museum News
New Products
Enter ST’s 7th Annual Vehicle Graphics Contest!
The Reality of Your Surroundings
The Great ’scapes
Digital Printers at ISA
It’s a Jungle in Here
Advertising Index
Editorially Speaking
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