If you go

When : Sunday, May 18, 1:30 - 3 p.m.

Where : Petaluma Arts Center, 230 Lakeville St.

According to the National Park Service, “Historic signs give continuity to public spaces, becoming part of the community memory.” But for local historian Katherine J. Rinehart, they've always been objects of fascination unto themselves, as worthy of protecting and preserving as the buildings and businesses they call attention to.

“They also lift our spirits with their creativity and uniqueness,” Rinehart stated, “in what sometimes feels like a sea of generic anywhere corporate U.S.A. advertising.”

Ringing with Rinehart’s devotion to the cause, this is just one of many points she will be making during “Exploring The History of Petaluma Signs,” a talk she will be giving on May 18 at the Petaluma Arts Center. The event is one of several occurring throughout the month to celebrate National Historic Preservation Month. With 25 years as a historian behind her, Rinehart knows that the specificity of some topics may preemptively narrow the audience.

“But my presentation is geared toward the generally curious, history enthusiasts, artists, and those who may have their own stories to share about Petaluma signs," Rinehart said.

The topic isn't mere diversion, either, but one Rinehart believes needs to be addressed with more urgency.

“One event that inspired this presentation was the demolition of Petaluma’s Cattlemen's Restaurant, which was approved in August 2023 without consideration of the building’s neon signs,” she said. “Although the City of Petaluma required the evaluation of the 1970 steakhouse and surrounding buildings ... for their potential historical significance as part of the CEQA process for permitting new development on the site, neither the consultant preparing the evaluation nor the planning staff considered the neon signs.”

An unofficial landmark for those living in Petaluma and traveling Highway 101, the Cattleman's neon was, for many locals, a character-defining feature of roadside architecture.

“And actually, I'm excited to share that the Cattlemen signs did not end up in the landfill!” Rinehart revealed. “On January 4th and 5th, Will Durham carefully removed them. The signs are now in Reno, waiting to be installed in a future neon museum.”

They could also return to Petaluma, if there was a place for them, but part of what drives Rinehart's interest is what she perceives as a diminishing understanding that a sign can convey a sense of the past in ways that buildings cannot. Additionally, many of the signs were created by artists. Part of advocating for preserving the signs of the past is also acknowledging them as public art.

Having grown up in Fairfax, San Anselmo and San Rafael, Rinehart's childhood memories are lit by signs such as the Fairfax, Tamalpais and Rafael theaters.

“Then there is the Litchfield sign, which shines brightly as I drive north on Hwy. 101 on my way home from San Francisco,” Rinehart added. “This sign was restored by Jim Rizzo of Neon Works in Oakland and is now an official San Rafael landmark. A lesser-known sign is adorning Don’s Market on Sir Francis Drake in San Anselmo.”

Her encyclopedic knowledge of signs reflects how Petaluma itself has a high concentration of historic signs of all types – neon signs, ghost signs, painted signs and plastic signs.

Petaluma can also claim The Barber Sign Company, established in 1935 by Lew Barber, who was joined by his brother Warren in 1947.

“Warren’s sons, Paul and Mark, were later brought into the business and many of the signs created by the Barbers are still in existence and will be featured in my presentation,” RInehart said.

Barber Signs Company's legacy is unique to Petaluma, and the town also benefits from the work of current sign makers such as Warren Percell and John Ton. Unfortunately, Petaluma also has a checkered history when it comes to preservation.

“When the former Sunset Line and Twine building was converted to a hotel, there was some discussion about preserving the ghost signs that spell out Belding Brothers & Co. Silk Manufacturers on the towers when the project was reviewed by Petaluma’s Historic and Cultural Preservation Committee. However, no conditions of approval were created, and since then, the signs have nearly disappeared,” Rinehart lamented. “Sadly, one sign is covered by the Hampton Inn corporate logo. And it's additionally sad because a technique called ‘paint-to-the-fade’ could have been used.”

It's not just a lack of expert knowledge informing solutions that has contributed to the vanishing of signs. Another culprit is a deficit of financial resources to help repair and restore them.