Cafe Society

Sign of the times: Euclid Hall studs its facade with a beer-tap handle

Leave it to the creative crew at Euclid Hall to come up with yet another way to stop traffic. The fanciful tavern, bastion of beer and food hall at 1317 Fourteenth Street has just erected a new sign, but lest you think it's of the banal square, rectangular, octagonal or circular type, think again.

The staff at Euclid are high-achieving, out-of-the-box thinkers, and they play well together, so when discussion ensued several months ago about what kind of signage would be most appropriate for the restaurant's facade, there was mutual agreement: a giant beer-tap handle, designed from high-density urethane, that stands at five feet, six inches tall from the top of the spout to the top of the tap handle -- roughly the length of an average human.

Talk about a conversation piece.

"We were told by the sign folk at the City and County of Denver that the sign had to have a whimsical element to it since it was a projecting sign," says John Imbergamo, marketing consultant for Euclid Hall. Imbergamo won't divulge how much the custom-made sign cost, only that it "wasn't cheap."

Unfortunately, the tap isn't functional, but what do you want to bet that some drunken dimwit staggering down the street will gaze up at it and convince himself that it's the opportune time to hop to the top and pour a tallboy down the spout just for shits and giggles?

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Lori Midson
Contact: Lori Midson