HomeMy WebLinkAbout03_Comprehensive_Sign_PlanDOCUMENT 3
Comprehensive Sign Plan:
Historic & Culturally Significant Signs
Westgate Village Shopping Center
1003 -1011 West College Street
Bozeman, MT 59715
Contacts:
Seth Cooper, Co-Owner/Project Coordinator
Feather & Fig Enterprises LLC
415 South 8th Avenue
Bozeman, MT 59715
406-577-2641, seth@haystack.tech
Scott Carpenter, Architectural Historian/Historic Preservation Planner
InteResources Planning, Inc.
505 Bond Street, Suite B
Bozeman, MT 59715
406-581-6722, scott@interesources.com
Project Summary:
The owner of the historic Westgate Village Shopping Center (1003-1011 West College
Street, Bozeman, Montana) is proposing to restore and reinstall historic parking-lot signs
and roof-top business signs, based on extensive historical research for the building.
Westgate Village Shopping center is the first multi-unit shopping center built in Bozeman
in 1957. Historic documentation for the building has determined that the property is
eligible for listing in the National Register for Historic Places.
Project Overview:
The historical significance of the Westgate Shopping Center is tied to the following facts:
1. The Westgate Shopping Center was the first multi-unit shopping center designed
and constructed in Bozeman.
2. The building was designed by renowned architect Hugo Eck in the Modernist
Style to meet the needs of a centralized commercial shopping center.
3. The development of the small shopping center was pursued in response to
significant population increase during the post-World War II period in the
southwest area of Bozeman, adjacent to the Montana State College (now
Montana State University).
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4. The simple mid-century modernist style of architecture utilized design forms,
materials, and efficient layout characterized by popular shopping center
architecture throughout the United States during the 1950s.
5. The individual rooftop metal business sign frames and the free-standing business
sign located in the southeast corner of the parking lot are significant contributing
architectural elements of the historic property. Westgate Village Shopping Center
has been determined to be eligible by the Montana State Historic Preservation
Office (SHPO) for listing in the National Register of Historic Places.
The signage, as described in this plan, have all been determined to be significant
contributing architectural elements of the Westgate Village historic property. The signs
are important features that make up the entirety of the building’s design and use as a
mid-century commercial shopping center. The content, or text, of each individual
business sign is not significant because the businesses have changed over time and
sign sizes, styles, and locations have remained relatively constant. The National
Register Coordinator at the Montana SHPO supports the finding that the roof-top
business signs are contributing elements of the eligible property, but that any new sign
panels and text are acceptable as sympathetic to the historic setting and features of the
building. The SHPO also has determined that the single extant free-standing business
sign in the parking lot is an important contributing element (Boughton 2022, Appendix
A).
The non-extant free-standing Westgate Village sign (removed from the northeast corner
of the parking lot) and the single historic roof-top business sign over the shop at 1009
West College Street (removed in 2021) are non-contributing because of their removal.
Although the SHPO supports the replacement of replicated signs in these locations, they
will not be considered contributing elements because of their recent fabrication and
installation (Boughton 2022, Appendix A),
The signs covered by this comprehensive sign plan include:
1. A recreation of the original free-standing lighted “Westgate Village” sign in the
southwest corner of the existing parking lot. The new sign will not be a
contributing element of the National Register property, but will be compatible with
the historic property.
2. The existing historic free-standing Colombo’s Pizza sign in the southeast corner
of the existing parking lot.
3. The individual historic lighted roof-top signs for each business. The roof-top sign
at 1009 West College Street, however, will be a new replication and will not be
considered historic.
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Site Plan Sketch for Comprehensive Sign Plan 07/13/2022
Westgate Village Shopping Center, Bozeman, MT / IRP 22-12 SLC. 1/1
S O U T H 1 0 t h A V E N U E
Restaurant Wall Sign
66’ 5” Restaurant Pole Sign
Roof Sign
106’
WEST
WESTGATE VILLAGE
SHOPPING CENTER
Parking COLLEGE Roof Sign
ST.
Roof Sign Lot
Roof Sign
Westgate Village Sign
37’
< A L L E Y >
⬅ ⏹ ⏹ ⏹
N O R T H Scale: 1/4” = 5’ 0 5 10 15 20 25
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Sign Details:
The following site plan shows the locations and descriptions of the various elements
discussed in this Project Overview.
(new)
(new)
[Detailed Plan of Westgate Village Shopping Center project area showing proposed
locations of signs described in this Comprehensive Sign Plan.]
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A floor plan showing the configuration and square foot area calculations for each of the
four business units is also presented below.
[ Floor Plan for Westgate Village Shopping Center, showing current business rental units
(outlined in yellow) at addresses 1003, 1005, 1007, 1009, and 1011 West College
Street. Approximate square-foot area of each unit is shown in red.]
If approved, this plan establishes appropriateness for the following signs based on
historic documentation confirming dimensions, locations, materials, and setting:
“Westgate Village” Pole Sign
Proposal:
• Historically accurate recreation of original sign supported by three poles
• Move to southwest corner of lot to allow parking lot reconfiguration
• Add bike rack to base
• Add replaceable individual business signs to poles
This free-standing sign will be accurately designed and constructed based on historic
photographs, dimensioned drawings on original sign permits, and surface remains of
concrete base/pole configuration. Materials and fabrication will be the same as the
original sign. The sign will be located in the southwest corner of the parking lot where a
free-standing pole sign advertising an Eye Doctor has stood for over twenty years and is
no longer applicable. The original placement of the Westgate Village sign, in the
WESTGATE VILLAGE SHOPPING CENTERFloor Plan ^ North
College
1011 W. College St.
2215 sq. ft
1009 W. College St.
490 sq. ft.
1007 W. College St. 380 sq. ft.
1003 W. College St.
3135 sq. ft.
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northeast corner of the parking lot, would obstruct the proposed new entry point into the
lot from 10th Ave.
If approved, this plan establishes that that the sign be recreated, based on specification
in the original sign permit and existing historic photos, and the remains of historic
concrete base and pole configuration. The sign will measure approximately 5-feet high
by 7-feet 8-inches wide (based on the original 1957 specifications) and be supported by
three vertical iron posts (5 3/8 in hard in diameter), spaced 21 inches on-centers. The
height of the base of the sign will be approximately 14-feet above the surface of the
parking lot. Total height of sigh will be approximately 18 feet. In keeping with the original
design, the sign will be lighted from the interior and will be painted the same colors as
the original (white posts, black sign frame, and yellow plastic sign background with red
and black lettering of the same style and font as the original). Individual business signs,
designed to be changed as the businesses change, will be added to the mid-portion of
the vertical poles, as well as an attached bike rack.
This sign has been determined by the SHPO to not be a contributing element of the
historic property, due to its removal during the 1980s. The sign will be considered as a
new sign but one that is highly compatible with the historic property.
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[Sketch of proposed recreated Westgate Village Pole Sign, to be located in the
southwest corner of parking lot. Recreation is based on historic photos, measured
drawings on original sign permit, and surface remains of concrete base/pole
configuration.]
Westgate Village Pole Sign 6/28/2022
Westgate Village Shopping Center, Bozeman, MT SLC 1/1
Replace original sign. Metal
frame with plexiglass
sign w/ interior lighting.
Supported by three vertical
10” diameter iron posts. Approx. 5’ high x 7’ 8” wide
Approximately
18 ‘
Four individual business
signs, attached.
Add tubular metal
bike rack.
Concrete base.
/ / /
21” 21”
N
F s
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Restaurant Pole Sign
Proposal:
• Restaurant at east end of building (1003 West College Street) is a prime
attraction and anchor retail space at Westgate Village Shopping Center. Existing
pole sign at southeast corner of parking lot accents this business and is a historic
contributing element of the building.
• The sign was erected in 1971, within the National Register documented period of
significance, from 19577 to 1973.
• The existing historic sign (approximately 18-feet in height) will be repaired and
repainted with original colors and materials to enhance its historic character.
[ Photograph view to north at east end of Westgate Village Shopping Center/Colombo’s
Pizza (1003 West College Street), showing historic Restaurant Pole Sign in southeast
corner of parking lot to be repaired and painted in-kind.]
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Restaurant Wall Sign
Proposal:
• The existing Colombo’s wall sign (approximately 10-feet high by 20-feet wide) is
not covered under this sign plan.
[ Photograph view to southwest at east wall of building showing historic
Restaurant Wall Sign.]
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Roof Signs
Proposal:
• Historic individual business signs at Westgate Village have been placed on
the roof at least since the 1960s, based on historic photographs and sign
permits.
• Roof signs were originally designed and constructed to attract business
from shoppers in passing vehicles.
• Existing primary sign (Colombo’s Pizza and Pasta at 1003-1005 West
College Street) measures approximately 130 inches by 130 inches (a 92” x
92” square placed on corners), mounted on the original metal frame faced
with expanded metal mesh. To conform to the proportions of the other roof-
top signs, proposed new primary sign dimensions will be 60” high by 144”
wide (2/3 of original height and 1/3 more than original width). The sign shall
be centered above the storefront on the historic metal frame.
• Business signs at 1007 and 1011 West College Street, each will measure
8-feet wide by 4-feet high, mounted on the original historic metal frames
and centered above each business storefront. Each business sign will be
constructed with black metal box-frame, including a black frame around an
expanded metal mesh. Each sign will comprise internally lit channel
lettering and graphics, with the expanded metal mesh as background. All
sign lettering and graphics will keep to a mid-century aesthetic. The
individual sign surface and light box will not be considered historic
contributing elements to the property, but will be historically and
aesthetically compatible based on guidance from the SHPO (Boughton
2022, Appendix A).
• Anecdotal information exists indicating that the business sign and historic
frame above 1009 West College Street was removed, under direction of
City Planning Department, sometime between 1997 and 2001 before the
building was evaluated as a historic property. The metal sign frame for
1009 will be replicated to match the historic frames above 1007 and 1011
West College Street. The new sign and frame will not be considered a
contributing element of the historic property, but will be historically and
aesthetically compatible based on guidance from the SHPO (Boughton
2022, Appendix A).
Although most historic photos depicting the rooftop signs on Westgate Village show
external flood lights utilized to illuminate the signs, this plan proposes using internally lit
channel lettering for the rooftop signs. The reasons for this choice are:
(a) Three of the rooftop signs that appear in the photos in the Historic Property
Record depict three-dimensional lettering with the expanded metal mesh as
background (Accent Camera, Next Door Saloon, and Karl Marks Pizza).
(b) Internally lit channel lettering is historically appropriate (see photos on pages 22
and 23).
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(c) Two of the rooftop signs that appear in the photos in the Historic Property Record
used internal lighting (Optometrist and Athlete’s Foot).
(d) Internal lighting will match the historic reproduction of the Westgate Village sign.
(e) Channel letters offer less light pollution than flood lighting and can be more
energy efficient.
(f) Historically the rooftop signs on Westgate Village were diverse and
uncoordinated. Choosing a single style for all the signs will bring uniformity and
coordination with the building design.
(g) The SHPO has determined that the use of internally-lit box signs with channel
letters on plastic cover is appropriate to a mid-century commercial building and
will not adversely affect the historic elements of the National Register eligible
property (Boughton 2022, Appendix A).
Individual business roof-top signs above addresses at 1007, 1009, and 1011 West
College Street will be rectangular signs with channel letters and interior lighting,
measuring 8-feet wide and 4-feet high, attached to the existing historic metal frames.
The signs will show the business names in lettering and colors chosen by each business
with text letters no larger than 18-inches in height to be viewable from approximately 180
feet. The business sign atop 1003/1005 West College Street will be a rectangular with
channel letters and internal lighting, with metal frame and plastic sign measuring 12-feet
wide by seven 5-feet high to fit the existing historic metal roof-top sign frame.
[ Photograph view to north showing outlines of existing historic metal frames for roof
signs. Three smaller sign frames to left (1011, 1009, and 1007 West College Street)
each measure 4 feet high by 8 feet wide, larger sign at right (1003-1005 West College
Street) measures 94 inches wide by 112 inches high. Red outlines denote position of
proposed new signs (from left: 1011, 1009, and 1007 measure 4 feet high by 8 feet
wide, on right, 1003/1005 new sign measures 5 feet high by 12 feet wide). All four roof-
top business signs are centered over each storefront. Note: the photograph is a
composite panoramic view made of 6 images so there is some horizontal distortion.]
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Historic Background
“Westgate Village” Pole Sign
The iconic “Westgate Village” parking lot sign was erected during the first few months of
the building’s occupancy in 1957-1958. A City of Bozeman Application for Erection
Permit (Sign or Other Advertising Structure) was filed by the building owner, Bruce
Mecklenburg, on November 22, 1957 (Application No. 290) for the sign as built. The
lighted sign served as a wayfinding beacon to neighborhood shoppers in the area.
As part of the Westgate Village Shopping Center Grand Opening, held November 29-30,
1957, a contest was held to name the shopping center (Bozeman Daily Chronicle
11/26/1957, pgs. 4-5). The contest winners were announced in the Daily Chronicle on
December 6, 1957 (pg. 7), and the first-place winner was Walter Sales Jr, with the entry
name of “Westgate Village Shopping Center.”
[ Copy of two-page advertisement for the Grand Opening of the new shopping center at
College and Tenth, soon to be named “Westgate Shopping Center”. Note
announcement of a contest to name the new shopping center (upper left, page 4.
Bozeman Daily Chronicle, 11/28/1967).]
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[ Copy of Bozeman Daily Chronicle advertisement (12/6/1957, pg. 7) announcing the
winners of the “Name the Shopping Center Contest” held during the Grand Opening.
The winning entry of “West-Gate Village” was submitted by Waler Sales Jr., or
Bozeman. ]
[ Photo view to east showing free-standing Westgate Village sign in northeast corner of
parking lot. Photo from 1984 Bozeman Conditional Use Permit Files. Sign was
constructed in November-December 1957 as an original sign for building.]
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[ Copy of 1957 Bozeman City application for sign permit (No. 290, November 22, 1957)
showing brief description of free-standing plastic illuminated “Westgate Village” shopping
center sign, supported by three metal pipes. Same sign as shown in 1984 photo above.
It is interesting that the end-date of the “Name the Shopping Center Contest” was
November 20, the winners were announced on December 6, and yet the sign permit
dated November 22 already had the winning name of “Westgate Village” on the sign
illustration.]
The sign was designed with a metal frame box with interior lights and plastic “Westgate
Village” signs on both sides. The sign had a unique trapezoid shape representative of
the 1950s and 1960s period, often referred to as Googie design style (Googie: Fifties
Coffee Shop Architecture, by Alan Hess, Chronicle Books, 1986). The sign had two
sides with the same channel lettering on plastic with interior lighting. The sign was
supported by three vertical iron posts. The sign was located adjacent to the southeast
corner of the building at the northeast corner of the parking lot. The sign was removed
sometime after in the early 1980s, but the remaining flush-cut vertical posts in concrete
are still visible today.
It has been determined that the free-standing “Westgate Village” parking lot sign is a
significant contributing architectural element of the historic site. Although the sign no
longer exists, it can easily be recreated to the same dimension, design, materials, and
appearance. Plans are being developed to redesign the paths of travel and parking
spaces within the parking lot, requiring that the “Westgate Village” sign be relocated to
the southwest corner of the parking lot.
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Restaurant Pole Sign
A City of Bozeman Application for Erection Permit (Sign or Other Advertising Structure)
(Permit No. 623) was filed by Mark Jones, the owner of Carl Marks Pizza at 1003 West
College Street, on August 30, 1971. The sign also appears in a photograph from 1984.
The sign is currently in use with the same frame and support pole but with a sign for
Colombo’s Pizza & Pasta. The sign is a significant contributing historical architectural
element of the building, as eligible for listing in the National Register of Historic Places.
The sign was originally erected on a single iron post with metal box frame around a two-
sided plastic sign with rear lighting. The top of the sign frame has a metal “T” shape
boxed frame and is illuminated from the inside.
[ Copy of 1971 City of Bozeman application for sign permit for 5-foot by 6-foot steel and
aluminum free-standing “Carl Mark’s” sign supported by single metal pole in parking lot,
as shown in next photo.]
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[ 1984 photo view to east showing Karl Marks Pizza parking lot sign (right) in southeast
corner of parking lot, as describe in application above. Note stylistic metal “T” box at top
of sign with supporting chains.]
[ Photo view to north (2022) of current Colombo’s parking lot sign mounted in original
1971 sign frame and pole.]
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Roof-top Business Signs
Sign permit applications for original individual business signs at Westgate Village date to
the opening weeks of the shopping center in November 1957. Signs at L & H Café (1003
West College Street), Cresap’s Men’s Store (1005 West College Street), and Gallatin
Drug (1011 West College Street) were all fabricated of glass tube neon lighted signs,
each measuring 12-inches high by either 13-feet or 18-feet wide. These signs were
attached to the horizontal wood beam supporting the front-edge of the walkway roof,
accounting for the limited 12-inch sign height on the 12-inch wide beam.
The sign permit for Village Casuals women’s store (1009 West College Street) was
permitted one and one-half years later, March 4, 1959. That sign was fabricated of
painted metal (not neon), measuring 12-inches high by 8-feet wide. No sign application
of photographs for Campus Ski & Sports (1007 West College Street) were found.
All four of the original signs were noted as being installed on the “marquee” surface of
the horizontal 12-inch wood beam that supports the walkway roof.
Due to the expense of changing neon signs with each business change and the limiting
visibility provided by the 12-inch high signs placed under the edge of the roof, the
installation of roof-top business signs began in the 1960s. However, no sign permits for
roof-top signs were found in the City of Bozeman records until 1974. The first roof-top
sign found with a permit was that for Bridger Mountain Sports (1009 West College
Street) in 1971. William Murdoch, former owner of Bridger Mountain Sports, provided
personal information that when he erected his roof-top sign in 1971, other businesses at
Westgate Village already had the signs installed on the roof. From this information, it is
likely that the first roof-top signs were placed on the building in the early- to mid-1960s. It
is likely that the first roof-top sign came as early as 1961 when the first change in
business name occurred at 1005 West College Street when Cresap’s changed to
Edward’s Varsity Shop.
The roof-top signs, originally dating from about the early 1960s to 1971, fall within the
period of significance for determining eligibility for listing in the National Register. The
roof-top signs are another important contributing historical architectural element of the
historic property.
The existing historic metal sign frames shall remain in place above each of the business,
and individual signs can be changes as businesses change. The original sign frames
above businesses at 1007, 1009, and 1011 West College Street measure 8-feet wide by
4-feet high. The original roof-top business sign above the current Colombo’s Pizza &
Pasta Restaurant (1003 West College Street) has a similar angle-iron frame measuring
112-inches wide by 94” high, covered with the same expanded metal screen.
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[ Copy City of Bozeman sign permit application (No. 395, June 13, 1974) for roof-top
sign at Bridger Mountain Sports, 1007 W. College Street, signed by business owner
William P. Murdoch. Although this was the first application or permit found for roof-top
signs at Westgate Village, recent personal communication with Murdoch indicates that
other businesses at Westgate had roof-top signs when he applied for sign at his new
business. ]
[ 1982 photograph view to north showing roof-top signs above businesses at 1007,
1009, 1011 W. College St. Note metal frame with expanded metal screen above Next
Door Saloon at 1005 W. College St. (at right in photo).]
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[ Photograph view to north at roof-top business signs (photo circa 1984-1991).]
[1984 photograph view to northwest showing details of metal frames with expanded
metal screen backing for roof-top signs that exist today.]
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[ 2022 composite panoramic view to north of Westgate Village showing roof-top signs
existing today for businesses at 1003/1005, 1007, and 1011 W. College St. All signs
attached to metal frames faced with expanded metal screen.]
[ 2022 photo view to south showing typical details of metal frame with expanded metal
screen and angled supports (1007 on left, 1003/1005 on right).]
Restaurant Wall Mural on Exterior East Wall
A 1984 photograph of the southeast corner and east wall of the Westgate Village
building show’s a painted sign for Karl Mark’s Pizza, visible from South 10th Avenue and
the corner at West College Street. No other photographs or sign permits were found for
such wall signs in that location. Karl Mark’s Pizza was established in that location in
1972-1973. This date falls within the period of significance for determining eligibility for
listing in the National Register of Historic Places.
As the business changed from Karl Mark’s Pizza to Colombo’s Pizza & Pasta in 1986,
the wall sign would have been changed sometime after that date. The wall sign is a
significant contributing historical architectural element of the building, unique in its size,
location, and design depicting the restaurant name. The sign should be retained.
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[ 1984 photograph view to northwest from S. 10th Ave. showing painted Karl Marks Pizza
sign on east wall of building. Also note original 1957 Westgate Village free-standing
sign.]
[2022 photograph view to southwest at east wall of building from S. 10th Ave. showing
painted Colombo’s sign in location where previous Karl Marks Pizza wall sign was
located, and generic art mural of Italian restaurant scene on right.]
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The east wall needs repair and painting along with repainting of Colombo’s Pizza sign
and mural.
Historic Significance of Property and Signs:
The signs, which are significant contributing elements to the National Register eligible
historic property in Bozeman, are important components of the historic Westgate
Shopping Center property. Although the signs changed through time as businesses
changed, the original intent of maintaining visual recognition of the businesses has
continued. City of Bozeman sign codes, in particular Section 38.560.170, allows for the
retention, preservation, and restoration of historically and culturally significant signs
related to documented historic properties.
The Westgate Village Shopping Center, Bozeman’s first multi-unit shopping complex,
has been thoroughly documented in a Historic Property Record (May 2022). The report
details the history, significance, and integrity of the historic building and accompanying
signs. From a wealth of historic information, albeit recent in our collective memories, a
justification has been made to nominate the Westgate Village to the National Register of
Historic Places for its preserved element of mid-20th century modern architecture.
Westgate Shopping Center and its evolutionary track of signs closely reflects the
development and fluorescence of modernist style in 20th century (and especially mid-
century) architecture. Martin Treu, in his award-winning book Signs, Streets, and
Storefronts: A History of Architecture and Graphics Along America’s Commercial
Corridors (2012, Johns Hopkins University Press) notes some interesting ideas about
advertising signs in 20th century America:
“After the 1910s, customers in many settings raced past retail shops in automobiles, too quickly
to read much more than a few words. Signs and architecture needed to be distinctive, even
garish, to catch the customer’s fleeting attention. …efforts [to regulate sign design and
appearance through city codes] lapsed during the Great Depression, World War II, and the
period of exuberance and prosperity that followed in the 1950s.” (page 10)
Of pertinence to Westgate Center, Treu continues:
“[during the mid-20th century] Certain building types pushed the transition from the smoothly
integrated sign and architecture of more urban conditions to a landscape of pieces, where the
sign would eventually leave the surface of the building and become physically independent.
Movie theaters, markets, drive-ins, filling stations, and some hotels needed either to advertise
more aggressively or to cater most efficiently to the automobile. In some ways, these types
paved the way to the future of commercial design: the suburban corridors of the 1950s, where
signs stood at the roadside and buildings sat back from the thoroughfare, behind parked cars.”
(page 169)
This comprehensive sign plan summarizes the proposal to replace the free-standing
“Westgate Village” parking lot sign, repair the existing Colombo’s parking lot sign,
refurbish the four individual business roof-top signs, and repaint the east wall Colombo’s
sign and mural.
Individual business signs at the original five commercial units were changed from small
neon and metal signs on the horizontal beam supporting roof to roof-top signs in the
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early- to mid-1960s (during the historic property’s period of historic significance. The
only significant changes over the years have been some name changes and paint
colors. The Historic Property Record also describes the other signs, with supporting
documentation for their use today.
Westgate Village was designed by renowned local architect Hugo Eck in the mid-century
modernist style. The shopping center was designed and constructed to focus on the
increases in automobile and pedestrian traffic near Montana State College (now
Montana State University) following the end of World War II. This focus resulted in a
design with a small full-width parking lot between West College Street and the building,
which was highly characteristic of 1950s and 1960s commercial architecture. Along with
convenient access for automobiles, the building exhibit parking lot, storefront, and roof-
top business signs to be easily visible from the street. The design of Westgate Village
and its historic signs are like others used on small shopping centers throughout the
United States and Montana during the period. Unfortunately, because of redevelopment,
many examples of mid-century architecture and commercial signs have been lost.
When refurbishment of Westgate Village is finished, the property will exhibit its historic
character that was originally designed in 1957 and maintained throughout its current use
until today.
[1960 photograph (Bozeman Daily Chronicle) of the then new Buttrey’s Shopping Center
on West Main Street (the third shopping center built in Bozeman after Westgate Village).
Note the dynamic and stylistic roof-top signs. Research of Bozeman sign permits
revealed over 35 permits issued for roof-top business signs during the period of 1954-
1968.]
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[ Undated (circa 1940s) photograph of a plethora of roof-top and free-standing business
signs along a commercial street, Main Street, Crane Texas. Note metal frames with rear
angled metal supports. (Library of Congress photo by Russell Lee, LOC Prints &
Photographs Division, FSA/OWI Collection, LC-USF34-33192-D)]
[ 1956 photograph of mid-century modern style of free-standing business sign in
California with trapezoid shape.]
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Municipal Code Criteria for Historic Signs and Findings:
Section 38.560.170 of the Bozeman Municipal Code, Historical and Cultural Significant
Signs
“Signs which have historical or cultural significance to the city but do not
conform to the provisions of this division 38.560, maybe permitted provided that
the city commission adopts findings supporting the historical or cultural
significance of the sign and issues a sign permit. Such findings shall be
adopted by resolution.” (Ord. No. 1645, § 18.52.160, 8-15-2005; Ord. No. 1693,
§ 18(18.52.160), 2-20-2007; Ord. No. 1761, exh. J(18.52.160), 7-6-2009; Ord.
No. 1769, exh. J(18.52.160), 12-28-2009; Ord. No. 1828, § 85, 9-10-2012)”
Further, additional guidance pertaining to application of Section 38.560.170 has been
provided by City of Bozeman Planning Department staff (personal communication with
Sarah Rosenberg, 4/11/2022). Guidelines are listed as follows:
1. If the sign was locally designed, constructed or is otherwise an example of local
expertise.
2. If the sign is unique in its design, construction, etc.
3. If there is broad community attachment to the sign.
4. If the sign is evocative of its period.
5. If the sign incorporates innovative materials.
6. If the sign is a landmark.
7. If the sign was installed prior to implementation of the modern sign code.
This report summarizes information to answer each of the seven guidelines. Details of
individual signs and their significance are presented in the Historic Property Record.
1. All the signs at Westgate Village (beginning in 1957) were locally designed and
constructed and are examples of local expertise. Most of the historic signs were
designed, fabricated, and presumably installed by the locally renowned Bozeman
sign maker, Obie Signs (1940s – early 1960s), as well as subsequent sign
business that followed Obie (Rainbow, Starlight, etc.) at the same sign
manufacturing location on N. 8th Ave. and W. Lamme St.
2. All the signs are unique in design and manufacture in keeping with the design
attributes exhibited by Hugo Eck’s modernist style of mid-century architecture. Of
particular note is the unique trapezoidal shape of the “Westgate Village” sign atop
three iron posts. The interesting shape of the interior lighted sign is characteristic
of the internationally known “Googie” style of 1950’s architecture popularized
during the “Space Age” of modern American history. The other signs were of
simpler design and construction that was sympathetic of the buildings style.
3. The 4-5 businesses that form the whole of the Westgate Village are a special
local area commercial focal point from the once A&W drive-in to the west, to Joe’s
Market on the east.
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4. All the signs (as mentioned in item number 2 above) are evocative of the mid-
century modernish architectural style, and specifically the “Googie” style of the
Westgate Village sign. All of the historic signs are significant contributing
elements to the overall architectural style, materials, features, and workmanship
that lead to the eligibility of the properties nomination to the National Register or
Historic Places.
5. One of the fundamental points of modernist architecture is the utilization of basic
materials, details, and finishes that fit the simple form of the building. To this end,
sign materials at Westgate Village were not necessarily unique or innovative, but
in keeping with the design and workmanship of the building.
6. The individual roof-top business signs and especially the free-standing Westgate
Village sign serve as “landmarks” to identify the center and businesses in keeping
with the mid-century style of the building.
7. All the described signs at Westgate Village, erected during the National Register
period of significance of 1957 to 1973 were constructed prior to the adoption of
the local sign codes during the period of the early 2000s. Changes in sign content
and text due to business changes do not affect the historical significance of the
signs.
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Appendix A
Email from John Boughton, Montana SHPO National Register Coordinator
Regarding review of Comprehensive Sign Plan: Westgate Village
December 1, 2020
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EMAIL
On Thursday, December 1, 2022, 8:30 AM, Boughton, John <JBoughton@mt.gov> wrote to
<scott@interesources.com>:
Hello Scott,
Thank you for sharing the information for the sign plan for Westgate Village Shopping Center (1003-1011
West College Street) in Bozeman. Significant time and thought have obviously gone into the plan, that
includes a discussion of a recreation free-standing Westgate Village sign, the existing Columbo’s Pizza sign,
the rooftop frames and signs, and the “ghost” sign on the side of the Columbo Pizza portion of the building.
The State Historic Preservation Office (SHPO) believes the plan addresses and acknowledges the importance
of the signage to the overall historic aesthetic of the property. The Sign Plan suggests use of internally lit
channel lettering. Although, different than the signage that originally graced the rooftop frames, the change
reflects the evolution of sign technology. Although not original to the property, internally lit channel lettering
is historically appropriate to the time of the building’s construction.
The effort to retain the rooftop sign frames strongly conforms to the original promotion of the different
business that occupied (and continue to occupy) the complex. Although the names of the businesses on the
signs changed over time, the method of using rooftop signage and affixing that signage to the frames
remained constant. Retention and use of the rooftop frames strongly contributes to the overall integrity of
the property.
Noting the reintroduction of the Westgate Village sign, regardless of how close in presentation to the original
the recreated sign appears, it will unfortunately count as a noncontributing element of the property, due to
its recent age. That being said, it is important to state that because it is a reintroduction and near facsimile of
the original sign that once occupied the lot, little to no diminishment in the overall integrity of the property
will occur.
Thanks again for sharing the Sign Plan with us Scott. To conclude, implementation of the Sign Plan would not
adversely affect the eligibility of listing the Westgate Village Shopping Center in the National Register.
John
John Boughton
National Register Coordinator
MT State Historic Preservation Office
Montana Historical Society
1301 E. Lockey, P.O. Box 201202
Helena, MT 59620-1202
(406) 444-3647