john.cramer@roanoke.com 981-3140

The H&C Coffee sign, a Roanoke landmark for nearly 60 years, will be renovated, relocated and relit under a fund-raising campaign launched Wednesday.

About $40,000 of the $170,000 goal already has been raised from private, corporate and government donations for refurbishing the neon and steel sign by next October.

The sign is to be moved from atop the Billy's Ritz restaurant building to the roof of the nearby Shenandoah Hotel at the corner of Campbell Avenue and Williamson Road.

"It's a true community effort," said David Diaz, executive director of Downtown Roanoke Inc., which will transfer ownership of the sign to Center in the Square.

The sign, which has not been lit for more than a decade because of repair needs, was inspired by a sign in New York's Times Square. It was erected in 1948 atop the old Woods Brothers Coffee Co. building on Campbell Avenue Southeast and was moved to its current location in 1964.

At a press conference, Roanoke business, arts and government officials kicked off the fund-raising campaign by releasing balloons and unveiling a billboard that urges the public to save the iconic sign.

The $170,000 fund-raising goal includes in-kind donations of material and labor and a goal of $60,000 from the public and $110,000 from corporate and government sources. Some of the funds will go toward ongoing maintenance costs after the sign is refurbished.

The campaign includes a variety of incentives for the public to chip in, including honorary shareholder certificates, commemorative posters, books and coffee mugs and a chance to throw the switch at a gala relighting event.

The sign will be restored with 650 feet of new neon, electrical connections and steel supports.

More information is available from Kathy Kinsey of Downtown Roanoke Inc., at 342-2028 or downtownroanoke.org.