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Editorial

Stop silliness over the sign

The Portland Tribune, Apr 2, 2009, Updated Oct 30, 2009 (9 Reader comments)

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The University of Oregon is not the “University of Eugene.” The words “Made in Oregon” are not a sacred part of Portland’s history.

And city Commissioner Randy Leonard is being neither fiscally responsible nor publicly respectful when he threatens to use the power of eminent domain to take over an iconic sign at the west end of the Burnside Bridge.

At press time on Wednesday, the Portland City Council was discussing Leonard’s ludicrous proposal that the city – in the middle of a recession – exercise its condemnation powers and spend $500,000 of the public’s money to purchase the historic White Stag sign. We hope city commissioners have the good sense to reject this course of action when the topic returns to the council’s agenda next week.

Leonard is suggesting such extraordinary measures because he is offended that the University of Oregon, which leases the White Stag building beneath the sign, would have the audacity to do what previous tenants of the structure have done: place its name on the sign above.

Longtime residents of Portland have come to treasure the neon sign that started out as an advertisement for White Satin Sugar in 1940 and then for years carried the name of “White Stag.” It was only in 1996 that the retailer Made in Oregon took over sponsorship of the sign and received permission to alter the lettering to its current form.

But with the arrival of the University of Oregon into the White Stag building, the university wants to erase “Made in Oregon” and replace it with “University of Oregon.”

Leonard and others protest that this change will diminish the landmark value of the sign – which is an empty argument, considering the number of times it already has been altered. But they further contend that having a University of Oregon sign so prominently displayed in the city’s landscape will be insulting to Portland State University. On his Internet blog, Leonard makes the following outrageous statement:

“University of Oregon President Dave Frohnmayer’s efforts to change the sign to ‘University of Oregon’ would confiscate a Portland community asset and exchange it for the exclusive benefit of the Eugene-based university.”

Eugene-based university? Isn’t it the University of OREGON? And meanwhile, are not the University of Oregon, Oregon State University and numerous private colleges and universities – in addition to Portland State – making significant local investments to bring additional educational opportunities to Portland?

We agree with Commissioner Dan Saltzman, who labeled the debate “absurd” in an article on the Tribune’s Web site Tuesday morning. The Portland council should back away from this matter. And the city’s Historical Landmark Commission should give the University of Oregon permission to alter the sign.

Portland is big enough to accommodate more than one public university – and the White Stag sign is resilient enough to remain a beloved icon no matter whose message it happens to proclaim at any particular time.

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Reader comments

Re: Stop silliness over the sign

Thank you so much for writing this editorial! As an alumni of the University of Oregon, current graduate student at Portland State University, and long-time resident of the Portland area, this whole ordeal has turned into way too much of a fuss. The U of O is not trying to take over Portland! The programs that are housed in the White Stag building are specialty grad programs and fifth year programs for art and architecture students along with some administrative offices. You would think that an expansion of educational opportunities would be a good thing! They have also done quite a bit to revitalize the neighborhood and to historically preserve that building. Randy Leonard needs to stop acting like a petulant child. I do think that the UO could be doing more positive PR and discussion, but I do not think they realized how big this was becoming.

"KatieF"

(email verified)

Thu, Apr 02, 2009 at 08:50 AM

Re: Stop silliness over the sign

Go Ducks.

""

(email verified)

Thu, Apr 02, 2009 at 08:11 PM

Re: Stop silliness over the sign

Raising a huge fuss because Mrs. Obama puts her arm around Queen Elizabeth is absurd, but the controversy around this sign is not. Commissioner Leonard is responding to public opinion and from my unscientific poll - most folks want the sign left the way it is. University of Oregon, which I highly regard as an educational institution, should have known better and been more sensitive this.

Now I'll perhaps agree that Mr. Leonard may be threatening too-heavy handed measures (condemnation), that may be true. Perhaps this is a battle best fought between the public and U of O. But still, he is fighting for what most of us want.

That sign has become equivalent to a historical landmark in the eyes of the Portland community. While it was "White Satin" then "White Stag" it was a business sign, but once it became "Made in Oregon" it, despite it's true ownership, it became everyone's sign. It's one of the most visible and recognizable parts of the Portland city skyline. I enjoy it every time I see after returning from travel and it immediately reminds me that i'm home.

Also, I doubt I need to remind you that Portland is PSU's turf. Eugene is Uof'Os...the suggestion to change it is about as crazy as putting a giant neon "PSU" sign in the heart of Eugene.

I respect that UofO owns the building and as owners have the right to do what they want ~~ and I think a large lighted sign, that sits below this historic sign would be a satisfactory compromise. Gives the building the recognition that UofO wants but without altering the beloved sign. I would have expected more sensitivity of Univ. of Oregon. I think your attack on commissioner Leonard is a little heavy handed also.

"Lara"

(email verified)

Fri, Apr 03, 2009 at 09:39 AM

Re: Stop silliness over the sign

Excellent editorial. It is interesting that one of the posters used the word \"turf\". The University of Oregon has had a strong presence in Portland for many, many years (actually - back when the sign still said White Stag!!). At first, it was housed in a building on Second and Yamhill where it served the public with, among other things, classes, meeting space, and career counseling and placement services. After outgrowing the space due to high demand for programs and classes, the University moved to the White Stag Building last year and made a significant investment in the City of Portland and its citizens.

This is not a football game. We are not watching PSU v. UO on the gridiron where we show our school spirit and allegiance to those around us. Many major state universities in the United States have “satellite” campuses in cities beyond their home site (e.g. University of Washington (Tacoma) Washington State University (Vancouver), University of Illinois (Chicago, Springfield), University of Maryland (Baltimore) to name just a few). The transformation of the White Stag Building has been a spectacular addition to the area and has helped bring new life to the district. In addition, the ability for university students who are studying disciplines not offered at PSU to be close to the businesses in Portland that will one day use their brain power will be a tremendous advantage to Portland’s citizens.

It is my understanding that the Made in Oregon sign will not be changed one iota – including the red dot on Rudolph’s shiny nose – except for the transformation of the words “Made in” to “University of”. The sign would remain an icon, but will continue to serve as an accurate representation of the occupant of the building (and of the party paying for the maintenance of the sign). I also understand that in the event the University was to purchase the sign, the funds for such an acquisition would come from private donors through the UO Foundation and no public dollars would be used.

Finally, it puzzles me how some members of the City Council are seemingly willing to disregard “historic relevance” when it comes to the possibility of changing local street names, but vow to do everything possible to prevent a state university from promoting itself in the very building which it renovated for the good of the City of Portland.

(I note the ad on the sidebar of this web page for the UO. I hope Commissioner Leondard doesn't try to take it down.)

""

(email verified)

Fri, Apr 03, 2009 at 01:18 PM

Re: Stop silliness over the sign

Lara wrote: "that sits below this historic sign"

There is absolutely nothing historic about the words "Made in Oregon". Those words were plastered onto the sign in, what, 1997? If 1997 is "historic" then my new home (built in 1981) ought to receive "National Historic Landmark" status and the tax breaks that are associated with said status.

I too have done an "informal" poll of folks around me and there is 100% agreement amongst the dozen or so people I've talked to. Nobody cares what the sign says. One person said that "Porno Palace" would be quite funny to see on the sign given our unofficial motto of "Keep Portland Weird". Nobody cares what is on the sign, but everyone agrees that spending $500,000 on this sign is absolutely foolish.

Not to mention...why is the city wanting to buy a huge electrical sign just to explain that the electricity for the sign comes from a smog brewing, carbon spitting, coal fired power plant that is Oregon's largest stationary source of air pollution and the number one cause of pollution in the Columbia Gorge?

"Erik H."

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Sun, Apr 05, 2009 at 05:52 AM

Re: Stop silliness over the sign

I never said the words "Made in Oregon" were historic. I was talking about the sign itself - if you read the article - it mentions it was built in 1940. Earlier in my post I said "equivalent to a historic landmark". I don't claim to know the exact criteria for what makes a structure, building or sign, a historic landmark and that's not really the point anyway.

I also agreed that what Randy Leonard was threatening to do was "heavy handed" - I never said that spending 500K for this sign was a good idea. But I agree with Leonard's stance... I just think the sign should be left alone. That's it.

My point is simple - if there's a compromise that will make all parties satisfied...such as U of O simply puts another sign underneath it (which would probably cost less than altering the existing one anyway) and will give U of O recognition it wants....why not explore that option?

"Lara"

(email verified)

Tue, Apr 07, 2009 at 09:43 AM

Re: Stop silliness over the sign

This is an amazing post... *Sigh. Oregonians DO have common sense after all! Change the sign. Stop foolish arguments. The U of O is an amazing school. If this argument had any value I would have to argue that moving Saturday Market from under the bridge to the waterfront is a historic blunder and we should boycott and petition and... and ... and... (I think moving it is a great idea actually-even from the "historic" place). Give me a break. Leonard is just red tape.