Preserving Petaluma’s Vintage Signs

As NBC Bay Area’s Joe Rosato, Jr. perfectly observed in his August 20 television broadcast, “Petaluma wears its history on its sleeve,” and nowhere is this more evident than in the vintage signs found throughout one of California’s oldest cities, known for its riverfront location, architecture, flourishing arts scenes and farm-to-table restaurants.

 Look up and you’ll discover a vivid chapter of our town’s past written in neon, paint, plastic, and weathered metal. Look down in high-traffic areas and you’ll find remarkable tiled entries that still advertise businesses from decades past. The recently established Petaluma Signs Project (PSP) is dedicated to drawing attention to and advocating for these character-defining resources. 

A Beacon from 1935: The Poehlmann Hatchery Sign

For those who haven’t heard, the PSP has launched an ambitious campaign to restore Petaluma’s oldest surviving neon sign—the iconic chick at the former Poehlmann Hatchery. This three-foot-tall neon outline of a cheerful yellow chick first began glowing in 1935 as a projecting sign for the original hatchery. For decades, this bright beacon served as a main-street symbol for the bustling business that helped earn Petaluma its reputation as the “Egg Basket of the World.”

Remarkable Progress in Just Six Weeks

The community response has been extraordinary. Our GoFundMe campaign, launched just six weeks ago, has already raised $8,700, while sales of our limited-edition chick lapel pins have generated an additional $2,000. That means we’ve nearly reached the halfway mark—$10,700 of our $22,000 goal!

The restoration will be comprehensive, involving the replacement of all deteriorated electrical components (transformers, wiring, housing, and support posts), the careful scraping and repainting of the two-sided sign, and the creation of the original “BABY CHICKS” lettering to replace the 1970s-era “RESTAURANT” modification.

How You Can Help Preserve This Piece of History

Make a donation: Visit our GoFundMe campaign to contribute directly to the restoration effort. Thank you to those who have already done so.

Purchase commemorative items: Support the project while taking home a piece of Petaluma history:

• Limited-edition chick lapel pins
• The brand-new Petaluma Vintage Signs Guidebook

Available at Chick City Goods (117 Kentucky Street) or directly from me at Petaluma’s Fall Antique Faire on September 28th from 10 AM to 4 PM at the Petaluma Museum, where I’ll be joined by a member of the Petalumans of Yesteryear.

The Petalumans of Yesteryear, a not-for-profit organization, proudly serves as PSP’s fiscal sponsor, ensuring contributions directly support our mission to preserve Petaluma’s visual heritage.