City Centre gets new sign — But what about the old one?

It's up! The sign that caused quite a stir over the summer has been installed out front of the Batavia City Centre. Isn't it pretty—and it only cost us... what was it... oh, right around $20,000. (Personally, I say for $20,000, we should have bought a hatchback, mounted a megaphone to the roof, and hired a driver to circle the city continuously intoning: 'Come to the mall. Come to the mall. Please.' But the sign is nice, too.)

That big, blank, white face just begs the question: What should be the first message? This sign is supposed to boost business for the shops inside the mall. So what message would get you inside the mall to spend your hard-earned cash?

While we're on the topic of mall signs... Has anyone caught a glimpse of the old sign lately? That's somewhat of a trick question, because if you're heading east on Main Street, you have to see through—or around—the tree that all but blocks the view of the sign from that direction. No matter. Even if you saw that side of the sign, it wouldn't make much sense. Intended to advertise the movies now showing at the cinema in the mall, it currently reads: 'BET' for the first film and 'ARLE' for the second. Any guesses?

So what is the mall telling people with these two signs? The new one seems to say: 'Hey, come buy our stuff. We're fresh and lively, and we believe in the majesty of British orthography.' But the old one tells us: 'We're rusting. Honest to God: we're rusting.'

I mean, come on: 'BET' and 'ARLE'. Well, at least when spring comes, the leaves will blot out the reference to the Genesee Country Mall.