The Petaluma Signs Project · Katherine J. Rinehart

Founded in 2025, The Petaluma Signs Project is an official program of the Petalumans of Yesteryear and is dedicated to preserving historic signs that enrich our city’s unique identity through partnerships with community organizations, individuals, and local businesses. From faded ghost signs to neon classics, we educate, advocate, and act to protect these irreplaceable pieces of Petaluma’s past, which serve as cultural touchstones connecting generations.

Lew Barber’s original artwork for Pinky’s Pizza, 1962. Credit: Paul Barber Collection
Owners of Pinky’s Pizza, Joe Kreger and Ken Jones, 2020. Credit: Crissy Pascual/Petaluma Argus Courier
Ghirardelli Cocoa ghost sign on former livery stable at Steamer Park Landing, 2010. Credit: KJR
Fading Ghirardelli Cocoa ghost sign on former livery stable at Steamer Park Landing, 2025: Credit: Bob Caruso
The Lasher Hatchery and Three Cooks Café at 839-841 Petaluma Blvd. North, 2025. Credit: KJR
Circa 1954 view of the Lasher Hatchery and the 3 Cooks Café before it had expanded into the neighboring tire store. Credit: Sonoma County Library
The Buckhorn Taverns at 615 Petaluma Blvd. South, 2025. Established in 1938 by Merv McCoy, the Buckhorn is one of Petaluma’s oldest taverns. It is currently operated by his son, Bob, and grandson Wes, who own and operate the bar. Credit: KJR
The Buckhorn’s neon sign was created by Warren Barber of the Barber Sign Company in 1964. It was restored in 2020. Those involved were Blue Flame Neon, Signs of All Kinds and Shaw Signs. Credit: Bob Caruso
The LanMart building, featuring a repurposed sign at 18 Kentucky Street, 2025. Before it was the LanMart, the sign advertised Tommy’s Food Market, and before that, Ascherman’s Market. Credit: KJR
Petaluma’s Choice Coca-Cola wall sign is located on the south wall of the Mutual Relief Building (27 Western Avenue). Lew Barber painted it in 1942, and in 1977, the sign was designated an official local city landmark. Credit: Bob Caruso

Current Campaign

The Project’s current campaign seeks to restore the Poehlmann Hatchery’s iconic chick sign, Petaluma’s oldest neon sign, to its former glory. After reaching our fundaising goal, the sign was removed from it’s poles and as of April 17, 2026 is awaiting full restoration at the FastSigns shop in Vallejo.

Erik Hernandez of FastSigns keeps an eye on the chick sign as she craned off her perch, April 16, 2026. Credit: Randall Ann Homan, SF Neon.

Part of the restoration team standing behind the sign with its north side visible at the Vallejo FastSigns shop on April 17, 2026. Left to right: Mark Barber, Mamie Strong, Randall Ann Homan, me, Al Barna, and Paul Barber. Look closely, and you can just make out the words Baby Chicks underneath the word restaurant. Credit: Amanda Bartlett, SF Gate

Donate via GoFundMe

Petaluma’s Iconic Neon Chick Sign: A Glowing Testament to History

Standing sentinel at 620 Petaluma Boulevard North, the neon chick double-sided sign represents more than just vintage advertising—it’s Petaluma’s oldest surviving neon landmark and a luminous connection to the city’s agricultural heritage.

A 1970 photo of Nathan C. Thompson, president of the Poehlmann Hatchery, standing in front of the hatchery founded by his father-in-law, Frank Poehlmann, at 620 Petaluma Blvd. South. Credit: Sonoma County Library

From Hatchery to Historic Landmark

The three-foot-high neon outline of a yellow chick first began glowing in 1935, when it was installed as a projecting sign at Poehlmann Hatchery. For decades, this cheerful beacon was a main-street symbol for the bustling hatchery business that helped establish Petaluma’s reputation as the “Egg Basket of the World.”

The sign’s story took a turn in 1979 when local craftsman John Strong purchased the Poehlmann Hatchery building. The beloved neon chick sign was carefully moved from the hatchery’s front façade to its current position alongside the building. During this move, Strong made a practical adaptation: the original “Baby Chicks” text was transformed to read “Restaurant,” with “The Hatchery” lettering added beneath, reflecting the building’s new purpose as multiple storefronts.

John Strong’s widow, Mamie Strong, inherited the neon chick sign and building, but not the funds to restore this piece of Petaluma’s past. The historic building itself has found new life as a hub for local businesses and nonprofits, providing unique office and studio spaces that blend history with modern uses.

Purchase merchandise to support The Petaluma Signs Project!

If you would like to purchase either of these items but live outside the area, please contact me at petalumasignsproject@gmail.com.

Chick pin to support Petaluma Signs Project

2-inch porcelain lapel pin for $20. All proceeds support the restoration
Available at Chick City Goods, 117 Kentucky Street, Petaluma, Petaluma Coffee & Tea, 212 Second Street, Petaluma and online at San Francisco Neon

Petaluma Vintage Signs Guidebook. $10.
Available at Chick City Goods, 117 Kentucky Street, Petaluma, Petaluma Museum, 20 Fourth Street, Petaluma and online at San Francisco Neon

Bandana: $20.
All proceeds support the restoration
Available at Chick City Goods, 117 Kentucky Street, Petaluma,Petaluma Museum, 20 Fourth Street, Petaluma and online at San Francisco Neon

T-Shirts: $30.
Available at Chick City Goods, 117 Kentucky Street, Petaluma

Join the Campaign to Restore the Neon Chick!

This neon chick sign has transcended its commercial origins to become something more significant: a magnetic draw for professional photographers documenting California’s neon heritage, road trippers experiencing vintage Americana, and tourists seeking authentic local landmarks. For Petaluma residents, it remains a cherished symbol of their city’s roots as an agricultural economy and a community of small businesses.

In an era when many historic signs have succumbed to neglect and development, the neon chick sign of Petaluma stands as a rare survivor—a three-foot-tall reminder that some things are worth preserving to light up the night.

Become a sponsor and donate to help the Petaluma Signs Project meet the goal of having the sign restored by neon experts.