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Via yesterday's OregonLive article, it seems that the agreement on the proposed changes for the "Made in Oregon" sign and  "Old Town" Water Tower have made it through yet another contentious Historic Landmarks Commission hearing. With no agreement made, the issue will again appear at the next scheduled meeting for the Commission which takes place on July 27th.

No! to the proposed "Old Town" water tower design!

At issue is the idea of placing a neon Oregon "O" on the side of the water tower. I objected to this overt form of advertising which is comparable to plastering your forehead with your alma mater. In addition, I believe that Commissioner Randy Leonard's comment about the neutrality of the "O", as reported by Beth Slovic of the Willamette Week, just doesn't hold water. As any Oregonian would assert, the ubiquitous and tacit presence of the "O" does not mean that one doesn't know what it is. I don't believe they'll mistake it to stand for "Oregon State" or the state of "Oregon" as Leonard's comment might suggest.

The mere "balking" of members of the Landmarks Commission at the proposed neon "O" instead of the "O" being painted on the tower, is like talking about wedding cake designs when you don't have a fiancé. Given, the sign-tower agreement has been worked out between the city council and the University, but I'm not convinced that Portlanders, the metaphorical mother-in-law in this case, is in approval of this marriage.

The fact that Bill Naito, a well respected businessman of Portland, had the sign painted is a fact that doesn't seem to be getting enough attention. After a man, now the namesake of Naito Parkway makes a mark in a place he helped restore and recreate for Portland, we're going to let an out-of-towner come into Portland and change the drapes?

Yes, this may seem like a ridiculous undertaking. The sign situation is now figured out, so why should we care about this water tower so much as to start another high-profile fight? I feel that this water tower is Portland. We respect our past and its history. Meanwhile  we also respect the inevitability of change that comes with the future. With this in mind, I propose that the Landmarks Commission consider the following compromise.

On the back of the current tower there is a painted, circular advertisement for "Made in Oregon." My suggestion would be to have the University of Oregon take this space to place its "O" on the back of the water tower. The front should be restored to read "Old Town: Portland's Historic District," a message now obscured by graffiti. This proposed compromised would serve three purposes:

1. Maintain the historical character of the "Old Town" water tower, with its unique history.
2. Provide advertising space for the University of Oregon that would be more suited to the niche-environment that the University has created for itself in Old Town.
3. Illustrate the partnership between the City of Portland and the University of Oregon, just as the proposed changes for the "Made in Oregon" sign illustrate.

In addition, I would argue that the reduced advertising, taking up one side of the water tower instead of both, would be a boon to the University of Oregon. For me, the one thing that turns me off the most is distasteful, over intrusive advertising. With the "O" more tactfully displayed facing its community of Old Town, I believe word will spread along with meaning conversations among locals about UO's presence in the community, much more beneficial than the glance of fleeting visitors tired having brands shoved down their throats. In turn, these locals would tell more visitors about the University of Oregon and its presence in Old Town. In essence, when you're more accomodating to the community you become a part of, the more accepted and celebrated you become in that community.

The University is appealing to the city council to stay in terms with the final proposal. I would ask Portlanders: Do you want the water tower to continue to reflect Old Town, Portland's Historic District, or would you rather a tower that reflects "O-Town," a tower that suits the desires of an institution that fails to heed the wishes of its new community?

Email the members of the Portland City Council and tell them what you think about the proposed changes to the "Old Town" water tower:

Mayor Sam Adams
Commissioner Nick Fish
Commissioner Amanda Fritz
Commissioner Randy Leonard
Commissioner Dan Saltzman

Be sure to put the Landmark Commission Hearing on your calendars!

Landmarks Commission Hearing
Monday, July 27, 2009 at 1:30PM
1900 SW 4th Ave, Room 2500A

View the hearing agenda.

If you would like to testify in front of the commission, it would be best to arrive before 1:30pm to see the clerk in order to put your name on the list. Public comment is limited to three minutes per person.

For related "Made in Oregon" sign and "Old Town" water tower information, visit the general information page updated by the Bureau of Development Services.