Historic ‘Genesee Beer’ Sign Restored
Sign lights the night for the first time in decades for Founders Day
For the first time in more than 40 years, the Genesee Beer sign in downtown Auburn is illuminated. Installed just prior to the peak of Genesee’s success, the sign has become a popular landmark and exists as a reminder of the Brewery’s historic ties to the region. The Brewery, in conjunction with local beverage wholesaler B.E. Wright Distributing Corp., hosted a celebration party August 13 so the sign could light up the Auburn sky again.
“The Genesee Brewery has been American-owned and operated since 1878 and this sign is part of our history,” said Janine Schoos, Brand Manager of Genesee Beer. “The Brewery and Genesee Beer have deep roots in Upstate New York and re-lighting the Auburn sign is one way we are showing our continued commitment to our heritage.”
“The sign was originally installed in 1952, when my grandfather and his partner bought the building,” said Mike Speno, owner, Speno Music. “We’re thrilled Genesee is investing in the Auburn community and restoring this important landmark.”
The sign, which sits atop the Speno Music building at 3 East Genesee Street, has not been illuminated since the early 1970s. Instead, the sign letters have been painted the classic Genesee red. The 20’h x 40’w sign has been completely modernized with more than 380 feet of ultra-bright LED rope lights. The LED lights have a lower burnout rate and use less energy, making them a more environmentally friendly and cost effective choice. (Estimated electric cost is about $25 a month.)
“We’re excited to celebrate the sign restoration with the Genesee Brewery,” said Rich Rice, General Manager, B.E. Wright Distributing Corp. “As an Auburn neighbor and local distributor of the Genesee family of beers, we know the impact community support can have on the success of a brand and in turn, it’s important for us to support the Upstate NY region.”
Genesee Beer also went back to its roots earlier this year, when the brand brought back the red and white packaging that originally made it a household name. The heritage packaging first appeared on the 24-oz. cans, and after an overwhelmingly positive response, it was extended to the entire Genesee Beer product line.
“The Genesee family embodies history, heritage and authenticity. Auburn is known as ‘History’s Hometown’ — it’s a perfect fit for Genesee. We’re celebrating our past and our future on Founder Day,” said Schoos.
Since 2009, signs have pointed to renewed growth and a successful future for the Genesee Brewery. Genesee Beer experienced double-digit sales increases in 2010 and the beer has become a regional sales leader in the popular-price beer segment. Additionally, the Brewery reinstated a third production shift and hired an additional 100 employees in 2011.
“Genesee is an authentic beer with great taste at a great price and consumers are really responding to that — especially in areas like Auburn, NY,” said Schoos. “It’s another reason why restoring our sign is so important to us and we’re excited to be part of Auburn’s Founder’s Day celebration.”
Founder’s Day, an annual celebration of the historic Auburn area, was capped with the “Genesee Lights the Night” party at Market Street Park. The party, which featured live music by That 70’s Band, and of course, ice-cold Genesee Beer, Genesee Cream Ale and Genny Light. Beer was served by Tinker’s Guild, with proceeds benefiting Majorpalooza.
At 9PM, the ‘Genesee Beer’ sign was lit for the first time since the 1970s. Party guests had a great view of the sign from Market Street Park. To keep the celebration going after the party ended, local restaurants and bars partnered with B.E. Wright for a variety of specials on Genesee products. In addition to the strong support from the Auburn restaurant community, the Brewery received fifty letters of support from members of the Auburn Business Improvement District.
“Downtown Auburn was the place to be August 13 to celebrate the rich, abundant history of the Auburn area during Founder’s Day, with a History on Wheels Car Show theme,” said Connie Reilley, Executive Director if the Auburn BID. “The evening’s ‘Genesee Lights the Night’ party was the perfect venue to applaud the relighting of an iconic, pop culture, nostalgic focal point of Downtown Auburn.”
Now, the Genesee Beer sign automatically lights up every night at dusk and shut off each morning at dawn thanks to an energy-saving sensor. The “Genesee Lights the Night” party was hosted by The Genesee Brewery and B.E. Wright Distributing Corp. in conjunction with Founder’s Day and the Downtown Auburn BID.
About The Genesee Brewery
The Genesee Brewery, based in Rochester, New York, is one of the largest and oldest continually operating breweries in the United States. The brewery makes the historic Genesee line of beers, Seagram's Escapes, the Original Honey Brown Lager as well as Dundee Ales and Lagers family of craft beers. Additionally, through its Allied Brands division, the Genesee Brewery is America’s exclusive distributor of Imperial Cerveza from Costa Rica. The Genesee Brewery also manufactures beer and other alcoholic and non-alcoholic beverages under contracts on behalf of other companies.
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