The parties involved in a long-running dispute over the historic neon Coca Cola sign that sits atop the former Richoux Building at Florida and Third streets downtown have reached a tentative resolution.
Arts Council of Greater Baton Rouge President Renee Chatelain confirms a deal between her organization, which had claimed ownership of the sign; building owner Mike Crouch, who had also claimed ownership of the sign; and the Baton Rouge Area Foundation, which recently became involved in trying to end the impasse, have reached an agreement to keep the iconic sign maintained and illuminated.
“I’m thrilled we have reached a resolution,” Chatelain says. “This is a win-win for everyone.”
The deal has not been finalized yet, so details remain sketchy. However, Crouch’s attorney, Steve Carleton, says BRAF will play a key role in the sign’s future.
“Mr. Crouch is very pleased with the developments of the historic Coca Cola sign being maintained and operated by BRAF,” says Carleton, who recently took over representing Crouch from Crouch’s former attorney Jim Clary. “He reached out to BRAF to achieve this resolution for the community and is very pleased with the result.”
Carleton and Chatelain referred all further questions to BRAF Executive Vice President John Spain, who did not return a call for comment in time for publication.
The dispute over the sign began in May 2014, when, on the eve of the opening of Raising Cane’s on the ground floor of the building, Crouch had the sign covered with black tarp. The businessman had acquired the building in 2013 and had argued the sign—and compensation for advertising space, insurance and maintenance— came with it. The Arts Council, however, has paperwork showing it was given the sign in a donation by one of the building’s previous owners. Though Crouch agreed to remove the tarp after several days, the two sides remained at an impasse over the maintenance and operation of the sign for more than a year, during which time the sign remained dark.
Passersby downtown today might have noticed the sign is illuminated again. Coke spokesperson Melanie Clark could not say whether the sign is on permanently or if it was just being tested. She has been traveling on business for more than a week and said she could not comment on recent developments regarding the sign.
