Downtown may get 13-foot-tall rooster

A cocky new distillery being built Downtown seeks permission to erect a rooftop sign featuring a 13-foot-tall rooster.

When Old Dominick Distillery starts making its spirits in the second quarter of next year, the business would like to display the soaring version of its mascot - the Dominicker rooster - atop its two-story, 50,000-square-foot building at 301-305 S. Front. The rooster's profile would face the text "Old Dominick Distillery,'' all mounted on a sign frame more then 34 feet wide and 25 feet tall.

And even though such rooftop signs are not permitted in the South Main/Warehouse district, the proposed sign may be creative enough to win the approval Wednesday of the Design Review Board. At least the staff of the Design Review Board thinks so.

The sign code for Downtown allows exceptions when "outstandingly creative design solutions are offered,'' the staff report states.

"Staff would suggest that the (Design Review Board) approve the proposed rooftop sign under this creative signage provision of the Code if the Board agrees with staff and finds the sign is appropriate for its context and complements the building on which it is located,'' the staff report states.

There is precedence. The board and Memphis Landmarks Commission approved a rooftop sign for Lyfe Kitchen atop the redeveloped Chisca Hotel building.

Old Dominick wants to attach two other permanent signs, but those fall within the rules.

Company literature says of its logo:  "Old Dominick Distillery revives the original spirit mascot, the Dominicker rooster -- fittingly, also a resolute, resilient breed.''

Domenico Canale started Old Dominick Whiskey in Memphis in 1866, and the new business carries on the family legacy. The rooster is "a wry jest on Domenico's name,'' the company states. The Dominicker breed has a reputation as "a hardy forager with a calm steady demeanor... traits of Domenico himself.''