- Historic Discolandia is up for sale. Photo by Octavio Lopez Raygoza
With Discolandia going out of business after more than 38 years, many Mission residents are wondering what will become of the music store’s beloved sign.
“I was alarmed when I saw the place up for lease after so many years,” said Linda Lagunas, a Mission resident of 15 years. “A lot of people have a soft spot in their hearts for that sign, myself included.”
Lagunas fears the sign will suffer the same fate as the famed 17 Reasons sign that sat atop Thrift Town on 17th and Mission streets before it was replaced by a billboard.
A post on Mission Mission that sparked a discussion about Discolandia’s closing prompted Lagunas to take action. She’s written to the Historic Preservation Commission expressing her concern and asking what can be done to protect the sign.
But the best way to go about preserving the sign is to contact the Neighborhood Planning teams at the San Francisco Planning Department, according to an employee at Architectural Resources Group, a San Francisco-based private firm that specializes in historic preservation.
“Use words like ‘concerned citizens,’” said the employee, who asked to remain anonymous. “Organize a petition drive.”
“Give an example, like the 17 Reasons sign. Many people in the Planning Department agree it was a mistake to tear it down. Explain that the Discolandia sign is a similar visual landmark.”
If the building that houses Discolandia were itself to become historic, it would be easier to retain the sign, the employee said.
Nonetheless, the sign can still be considered a historic resource, according to the employee, who cited the Doggie Diner heads as an example. If it was, building owners would have to preserve it even if the site use changed completely.
“I’d like for the landlord to know what a huge presence the sign has in the neighborhood, and how much affection people have for it,” said Lagunas. “Hopefully, this will influence him to keep it.”
Lagunas said the sign has significance not just because it has “an amazing font and great design,” but because it represents a Mission that is disappearing — one where people actually bought records from stores like Discolandia, and where 24th Street “was practical for the blue collar community.”
Losing the sign would be a huge blow to the Mission, she said.
I am very sorry to see Discolandia go. The discussion here seems to be more focused on preserving the sign. I say to heck with the sign. I’m just sorry that the store is closing. Oh sure, you can buy CDs for less in many other places. You can get downloads of much of what they carry almost instantly. But the store was so much more than that. It was a place where you chatted with the owners as other friends and acquaintances dropped by. This is very similar to Casa Latina in New York’s Spanish Harlem—a neighborhood store that would bring those with similar interests together.
The mural at 24th and South Van Ness is one of my favorites in the Mission, because of it’s sophistication (use of trompe-l’oeil and actual faux woodwork), and because it speaks about the neighborhood and celebration, unlike a lot of the rest. But it’s in bad shape, and “touching up” is not an option. The building’s facade, open to the weather, will have to be patched and painted before long, so preserving any of what’s there seems like a long shot. I’ve seen the small yard behind this building, and it’s all oxalis and trash. Good luck getting this building owner to spend a dime on mural conservation. Better enjoy it while it lasts.
The sign’s iconic presence in the famous Carnival mural above the House of Brakes on the SE corner of South Van Ness and 24th St. should be a part of the supporting arguments for historical preservation.
I agree. That mural, by the way, could use some touching up. Would really be nice to see it in the original bright colors.
With a little use of imagination it shouldn’t be a problem. Many, many converted warehouses and businesses still sport the original names and signage. The Box Factory on Folsom for example. I believe it was mandated that when that was converted into condos that the name would stay. Punk clubs and galleries regularly keep old names such as the Deaf Club, Starlight Cleaners, CBGBs or the Luggage Factory. Although I’d prefer to have some kind of service oriented business, rather than another gallery or boutique, a gallery or boutique would more successfully be able to keep the sign.
I’m not not going to attempt to defend the business practices of this shop. Record stores are flailing at the moment so it’s no wonder it went down. However, the sign has been there for nearly 40 years and it’s an excellent example of its time and has a longtime presence in the neighborhood. Believe me you’re gonna miss it when it’s gone, along with the Roosevelt Tamle Parlor sign and the Mexicatessen sign on Florida and 24th. I still regret the loss of the 17 Reasons sing which has been replaced by a never ending parade of Budweiser girls.
Email response from Courtney Damkroger, Historic Preservation Commission Vice President:
Thank you for your email message. You are always welcome to attend Historic Preservation Commission (HPC) meetings held the first and third Wednesdays of the month usually at 12:30. On 1/19 we will be meeting at 11:30 am. We meet in Room 400 at City Hall. There is a public comment period usually at the beginning of the meeting. Go to: http://www.sf-planning.org/index.aspx?page=2267 for more information. I have also cc’d Linda Avery the HPC secretary so that she has a record of your request. I don’t know much about the sign (thank you for the link!) or if it has historic significance, but perhaps Planning staff can give you some direction.
Thank you, Courtney Damkroger
I’d go to Discolandia when I lived in the Mission, but their prices were too high and they rarely had what I was looking for. I asked the woman (the owner) about a particular Eddie Palmieri CD, and she said she’d have it in a week. I returned and she didn’t have it, so I didn’t bother to go there anymore. Then I moved to Berkeley, which was record store heaven, with Tower, Rasputin, Amoeba, and Leopold’s in the Telegraph Street area. Saving the Discolandia sign is a silly idea unless Linda wants to take it home with her. She would expect the next business to open in that location with that sign?
I agree with Trevino. You can’t really expect the next person to open up their business or work around the sign. More than likely condos will be going up in it’s place so why bother. Even though I am saddened that the Mission has turned into a playground for hipsters change is inevitable so trying to preserve this sign is silly.