Bright lights, big city?
The branding for a new International House of Dumplings restaurant in downtown Coeur d'Alene is shown here. It will be on a billboard-sized sign that will cover the second and third story exteriors of two historic buildings on Sherman Avenue where the restaurant will be located at street level.
COEUR d'ALENE — A new state law has paved the way for a Coeur d’Alene restaurant to install a sign previously rejected by the city.
Monica Bon Vivant, co-owner of the International House of Dumplings, slated to open Tuesday at 13113 Sherman Ave., said she’s pleased with the decision, but cannot understand why the city pushed back in the first place.
“Maybe they just don’t like our branding,” Bon Vivant said. “But it doesn’t matter now, since we got the green light.”
The restaurant’s billboard-sized sign is stark and minimalist, with an all-white background and black letters in the center with the restaurant’s brand: IDUMP.
At 14-feet high and 48-feet wide, the sign will be installed across the Sherman Avenue-facing second and third story exteriors of two historic downtown buildings, where the restaurant will be located at street level.
“I can’t imagine why they didn’t like our IDUMP sign,” said Bon Vivant’s business partner, Sally Steemdo. “Most people we talk to think it’s clever, like the pancake house.”
Bon Vivant and Steemdo’s battle for the sign went all the way to Boise, where legislators passed a law this week restricting Idaho cities from regulating business signage.
North Idaho lawmakers unanimously supported the legislation, saying it was a free-speech issue.
City officials from around the state opposed the law and testified that removing municipalities’ ability to manage signs will change the nature of the state’s quaint cities and towns.
“We’re going to look like Las Vegas, New York City or Hong Kong,” said Justin Glaring, a lobbyist speaking on behalf of the cities.
The new legislation, which the governor signed into law Thursday, also allows signs to be lighted, something Bon Vivant and Steemdo said they are still considering.
“I do think that would really brighten up Sherman Avenue,” Steemdo said.
Don T. Growth, a Coeur d’Alene resident having lunch downtown Thursday, said he’s against the signs, but he understands the lawmakers’ reasoning for the new law.
“Businesses deserve the same First Amendment rights as everyone else,” Growth said.
The IDUMP menu will include all manner of dumpling-type foods from around the world, from ravioli to pierogi to