Historic Preservation Commission Stops Beer Mural

They're scattered over Hoboken: "ghost signs" from old Hoboken stores. One of these signs, the old Sorkin's Stationary mural on the corner of Washington and Fourth Streets, was recently painted over to be replaced with a new mural, for beer brand Blue Moon. 

Former Mayor Roberts owns the building—400 Washington St., where Qdoba is located—and allowed advertising firm Colossal Media to replace the original sign with a Blue Moon mural. Except, he did so without asking for permission from the Historic Preservation Commission and the zoning office. 

First Ward Councilwoman and Chairwoman of the Historic Preservation Commission Theresa Castellano said she was walking on Fourth Street a few weeks ago when she saw somebody painting over the sign. After calling the zoning office to check if there was permission granted for the new mural (there wasn't), the project was stopped. Now the wall shows one day of work: a white facade and the outline of a Blue Moon beer bottle.  

In a letter to Roberts, Castellano wrote that "had proper procedures been followed the application would have been denied."

Ann Holtzman, the city's zoning officer, said that zoning law prohibits ads for alcohol in the Mile Square. And although she is looking into several solutions, she said Roberts is "definitely not going to be able to put up the ad for Blue Moon."

People who want to make an alteration to an existing building, Holtzman said, have to follow the official application process. "When you skip that," she added, "you end up with a scenario like this one." 

Roberts, who said he did not want to be quoted on the matter, did question what defines the historic value of a sign or mural. He said he has been working with Holtzman and the zoning office on this issue. 

Castellano said that the historic preservation commission has turned down many murals in the past. Allowing this mural, she said, would set a precedent. Castellano added that allowing modern murals and removing historic signage from the streets of Hoboken could mean that the city loses its historic designation from the state, which could ultimately lead to losing grant money. 

Since the original mural has been painted over, it can't be restored. Castellano said she wants the old Sorkin's Stationary sign "repainted and replicated as close as possible to what existed."

Holtzman said that there's nothing in the city code that particularly designates the old signs as protected, but that they "add character." 

"The Roberts family claims to support Historic Preservation and has shown their support in many ways," Castellano wrote in a letter to Roberts. "We are confident that the recent historic sign destruction will be rectified immediately."