Historic commission approves new Shoe Groove sign at 470 South Main

The Boerne Historic Landmark Commission voted Dec. 2 to approve a certificate of appropriateness for a new sign at Shoe Groove, 470 South Main Street. The proposed sign is a non-illuminated, 16-square-foot metal panel that staff said meets most Unified Development Code and historic-district requirements but uses more than two fonts.

Ben Simmons of the planning department told commissioners the building — a contributing historic structure built in 1916 — would have its two existing signs removed and replaced with the proposed single panel. Simmons noted the sign is less than four colors and non-illuminated but acknowledged it does not meet the guideline that limits fonts to a maximum of two.

Barbara McElhaney, owner of Shoe Groove, described how the change arose after a business using the Birkenstock name altered their relationship and said the store's marketing required using Birkenstock's logo exactly. "As far as the font goes, that's Birkenstock's logo. And they get really upset if you change the coloring," McElhaney said, explaining why the design could not be altered.

Commissioners discussed placement options and agreed the proposed location made architectural sense under the existing lighting. Commissioner (unnamed) moved to accept the certificate of appropriateness as presented; Commissioner Mize seconded and the motion passed. The commission indicated staff should proceed with permit processing and that the pedestrian hanging sign shown in earlier photos would be removed prior to installation.

The decision allows Shoe Groove to replace two older signs with the single approved panel; the commission did not impose additional conditions beyond ensuring the proposed work meets the guidelines noted in staff materials.