In 2022, PDX Neon learned of new development plans for the vintage Palms Motor Hotel on North Interstate Avenue, and it’s beloved neon sign, built in 1957. As neon preservationists we naturally had concerns about what would happen to this gorgeous sign, one of the largest signs of its kind left standing in Portland, and such a beauty at that! 

The good news is that the owner — Dirgesh Patel, son of the previous owner who purchased the property in the 1990s — has publicly stated his intention to keep the neon sign on the property. PDX Neon has been actively corresponding with Patel who is the owner and developer, as well as the project management team at Urban Resources, and local architects Ankrom Moisan. Currently the plan is to remove the sign, restore it, and replace the sign to the site after building construction is complete. The sign’s future location will be on the south end of the property. 

At a recent Overlook Neighborhood Association meeting, many of our questions and concerns about the sign were addressed in a joint presentation by Patel, Whitney Taylor of Urban Resources, and two architects from Ankrom Moisan, Jason and Brad.

Some details:

- We asked if the restoration plan for the sign was to completely rebuild it, or if the main structural components would be reused. Their answer was that some of the internal structural elements — the pylon /column around which the sign is built for example — will be replaced, but that the bulk of the original sign components will be retained and refurbished. Some aluminum facing on the cabinet structure will be replaced due to structural damage.

- We got confirmation that the plan is to replace the neon tubing with traditional, authentic glass neon tubing and gas, not LEDs. The bulbs on the arrow portion of the sign will be replaced with “Edison Classic” round LED bulbs. 

- The sign will be removed in summer of 2023, restored, and replaced on site only when construction of the building is complete, which is scheduled for June 2025. 

- The sign will get a “Type II Design Review” ahead of permitting, but this review does not include the content of the sign’s design, only its placement on the site and its relationship to the streetscape.

- The sign will match the original color palette as closely as possible. 

- The sign’s location will be moved about 50 yards south of where it currently stands.

- PBOT requires the sign to be moved 5’ west (away from the street) 

- When replaced on site, the sign will sit about 6’ higher than it currently does for safety reasons.

- If you look closely at the sign plan images, you will notice a second monkey has been added to the design. Mr. Patel’s explanation for this was that his father, who bought the hotel in the 1990s and raised his family there, often said that someday he would add a second monkey to the sign. So with the restoration at hand, Dirgesh’s intention is to honor his father’s wishes.


Rendering image by Ankrom Moisan Architects.
 

PDX Neon’s outstanding asks include:

- That the building’s footprint be adjusted to allow the sign more visibility, as the sign’s placement appears cramped and awkward in the current renderings.

- That the owner(s) obtain designation of the sign as a Historic, Conservation, or National Register Landmark. Such a designation could provide some benefits to the owners and bolster the sign’s survival likelihood beyond this current time period and ownership status.

- That the original “Free TV” neon component’s original glass — absent from the restoration plans — be preserved and mounted in the new building’s lobby as an art piece.

- That the text of the sign isn’t changed; but in the case that the text must be changed, a thoughtful approach is conceived. For example: “Oasis Lofts” creates a connection with the sign’s motif, whereas “Luxe” is an empty marketing term that makes no connection between the sign and the building.

- That a skilled letterer/ typographer make corrections to kerning and optics of the newly added text elements of the sign (for example, in the word “LOFTS,” the F and T are too close together, and the “S” needs optical compensation to not appear smaller than the rest of the letters.) Both the words “LUXE” and “LOFTS” should also be scaled down about 5%, to match the amount of border space around the letters that appears in the original design.


Rendering image by Ankrom Moisan Architects.
 

Urban Resources has set up an email address for questions and comments on the sign restoration, and I encourage you to use it if you have questions or comments to share with the team: thepalmsdevelopment@gmail.com

Of course in a perfect world, the sign’s text and design would not be changed at all. (Believe me I did argue for this in my initial correspondence with the owner and developer.) But I can also see how continuing with the text “Motor Hotel” doesn’t make sense, which is why I don’t see a way forward for sign purism in this case. Despite that, I do think the restoration plan presented is probably the best case scenario we can hope for. I’m pleasantly surprised by the fidelity with which they have approached design changes for the sign. In the broad scheme of things, their plan reflects a respect and sense of responsibility to this beautiful piece of history, and I would say that they’re on the right path.

I’m told that the permitting for the sign will need approval at some point within the next 6 months, but this design review (see “Type II” info above) does not provide a pubic opportunity for review and comment on the sign’s design changes. However, it is in our best interest to voice support for sign permitting, because without this approval, the sign will probably not be seen again on Interstate Avenue. So *that* is the point at which I was planning to rally the troops (that’s you!) to send letters of support.. But in the meantime, please use the email address above to send questions and comments about the sign restoration. 

For the moment I feel relief that so far, this is not a major battle and that the sign is not in danger of getting tossed in a dumpster. Let me know if you have any questions!