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After more As the gaudy "Populuxe" style of the 1950s and 60s became unfashionable, many residents attempted to have the sign removed, a sentiment that was resisted by [[Jack Cowley]] and others. More than forty yearsafter its creation, the original metal sign, made up of two 20-foot-long sailfish, had rusted and was replaced in July [[2003]]. One fish was donated to the [[Pensacola Historical Society]], and the other was sold at auction, with proceeds going to the County's [[Budget of Escambia County, Florida|general fund]]. Restaurateur [[McGuire Martin]] held the winning bid of $4,955 and has displayed the fish at his [[Flounder's]] restaurant. "It is a Pensacola icon, and a lot of people have seen it," Martin said. "We wanted to keep it on the beach."<ref>"Flounder's owner reels in Pensacola Beach sign." ''Pensacola News Journal'', November 4, 2003.</ref>
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==History==
The original sign was commissioned in the late 1950s by the [[Santa Rosa Island Authority]]. It was designed by [[Patricia Born]] of the [[Dodson, Craddock & Born]] advertising agency and built by [[Lamar Advertising]] in [[1960]]. Initially erected in [[downtown Pensacola]] (pointing the way According to the [[Pensacola Bay Bridge]])Born, the sign design was moved intended to its current location in [[1962]].<ref>give Pensacola a "Beach beacon gets some TLC.big town" ''Pensacola News Journal'', December 30, 2002feel.</ref>
Initially erected atop the [[Escambia Motors]] building at the northwest corner of [[Gregory Street]] and [[Palafox]], it pointed the way to the [[Pensacola Bay Bridge]]. The Island Authority had a lease-purchase agreement with Lamar wherein they would pay $350 per month for the first five years and $150 per month for the next five years, after which ownership of the sign would be transferred.<ref>"Art History Lives! Here?" ''Pensacola Bay Magazine'', January 1987.</ref> In January [[1962]], the SRIA board voted to move the sign to [[Gulf Breeze]]. Born said later recalled that the sign was moved because "a lot of people visiting Pensacola didn't know … they had to cross two bridges, and some would just keep going (on [[U.S. 98]]) to South Florida."<refname="ornament">"Pensacola Beach sign turned into ornament." ''Pensacola News Journal'', December 6, 2006.</ref>Lamar agreed to facilitate the move and make adjustments to the wording for an additional $150 per month over one year.
After sustaining heavy damage in [[Hurricane Ivan]] and other storms, the sign was replaced again over the course of 18 months in [[2005]] and [[2006]]. The animated center portion was recreated by [[Plastic Arts Signs of Pensacola]], which won the $135,000 contract in April 2006. It contains miles of wiring and nearly 900 feet of handmade neon tubing.<ref>"Beacon to beach regains its flash." ''Pensacola News Journal'', August 23, 2006.</ref>
Since its creation, the Pensacola Beach sign has been featured prominently in marketing materials for Pensacola [[tourism]]. Its likeness has been translated to other media as well:
*''[[Pensacola News Journal]]'' cartoonist [[Andy Marlette]] has incorporated the sailfish into various pieces, including the publication's "[[Best of the Bay]]" logo and an illustration in memorial of [[Blue Angels]] pilot [[Kevin Davis]] (in which the fish is weeping).
*The [[2004]] [[Goodwill Easter Seals]] "Christmas on the Coast" ornament was designed by [[Mitzi Presley-Holt]] to resemble the sign. In [[2006]] [[Jewelers Trade Shop]] created a similar ornament in 14-carat gold and sterling silver.<ref>name="Pensacola Beach sign turned into ornament." ''Pensacola News Journal'', December 6, 2006.</ref>
*[[City Art Market]] sold prints of the sign digitally illustrated by by gallery owner [[Larry Paulsen]].<ref>"Everthing Has a Hint of Pensacola." ''Pensacola News Journal'', May 28, 2004.</ref>
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[[Category:Landmarks]] [[Category:Outdoor art]] [[Category:Googie architecture]]
