The “drip” on the historic Maxwell House coffee plant sign on Downtown Jacksonville’s skyline could be restored by the end of September, according to General Sign Service Corp.
The Downtown Development Review Board voted 6-0 on July 9 to approve a special sign exception for Maxwell House to update its LED lighting to restart the sequenced coffee drips and add seasonal colors.
General Sign President Randy Ginzig told the DDRB that Maxwell House plant management is waiting for funding approval from its corporate office before proceeding with the work. The plant is owned by Kraft Heinz Foods Co.
Once the budget is approved, Ginzig said it will take General Sign two-and-a-half weeks to complete the installation.
A project summary in the Downtown Investment Authority staff report states that Maxwell House wants to change the existing red and blue LED lighting to LED multicolored programmable lighting on the western facing sign and to introduce lighting to the eastern facade signage.
The new lighting will allow Maxwell House to change the color of the sign, cup and drips to reflect holidays and special occasions, the report states.
DIA staff said Maxwell House is considering adding teal and gold during Jacksonville Jaguars football games. The plant is at 735 E. Bay St., not far from TIAA Bank Field.
General Sign filed plans with the DIA that show individual power supplies for each coffee drip in the sign, allowing for the sequencing effect.
The proposed LED multicolored lighting will replace the existing LED lighting used in the steel porcelain signage attached to the Maxwell House plant.
The plant has been operating since 1924. The Maxwell House sign has been visible on the Downtown skyline since 1955. According to the DIA staff report, the cup and coffee drips were added in 1970.
Board member Brenna Durden said July 9 that because the Jacksonville plant is the last Maxwell House facility roasting coffee in the U.S., the sign’s restoration holds significance.
“This is a historic sign and, from my perspective, we need to do all we can to really support it. It’s almost iconic for the city of Jacksonville,” Durden said. “The fact that they want to modernize their sign and bring back the drip, I’m excited about it. I hope they get the support from corporate.”
When Maxwell House replaced the sign’s original neon lighting with LEDs, the plant lost the ability to sequence the sign’s drips, the report states. The proposal would not change the scale or placement of the signage.
The plant employs about 200 people.