Ownership of the historic, neon Coca-Cola sign that overlooks downtown Baton Rouge has been transferred to the Baton Rouge Area Foundation in a previously announced deal that was finalized this week.
BRAF stepped in last summer to end a then 15-month dispute over the ownership of the sign between the Arts Council of Greater Baton Rouge, which had been given the sign in a donation many years ago, and Mike Crouch, who owns the building at Florida and Third streets atop which the sign sits.
Under the terms of the deal, a separate nonprofit entity created by BRAF will technically own the sign. Representatives from the Arts Council, the Downtown Development District, Coca-Cola, BRAF and the building’s owner will sit on the board of the nonprofit.
“This is great,” says Arts Council President and CEO Renee Chatelain. “By giving this sign to BRAF it will ensure that it is preserved for life and that proper repairs will be made.”
According to previously announced terms of the deal, Coca-Cola will continue maintaining the sign, and Entergy will cover the electrical costs. At some point in the future, BRAF will raise funds to upgrade the sign’s aging technology, which is expected to be very costly.
“This has been a long process, and I’m glad it worked out,” Crouch says. “What I wanted to happen has happened, and I think it will be great for Baton Rouge.”
DDD Executive Davis Rhorer is also celebrating the end to the Coca-Cola sign saga, which began in May 2014 when Crouch turned off the sign and, for a few days, even shrouded it under a black tarp because of ownership questions. The sign will be illuminated for tonight’s Festival of Lights Christmas celebration, which begins at 6 p.m. and is held throughout downtown.
“We are glad this is resolved and that the sign is in a position that will continue to illuminate and be the centerpiece of this important intersection of Third and Florida.”
—Stephanie Riegel
