(A) Sign required. Licensee must post a sign stating the name of the establishment with letters not less than four inches in height, on the outside of the building, and visible from the street, by illumination or otherwise, and visible during any time when the licensee is open for business.
(B) Permanent outside signs. One outside sign, per brand, in place and in use at any time, costing not more than $893, exclusive of erection, installation, repair and maintenance costs and permit fees. Permanent outside signs shall bear only the manufacturer’s name, brand name, trade name, slogans, markings, trademark or other symbols commonly associated with and generally used in identifying the product.
(C) Temporary outside signs.
(1) Only one per brand.
(2) Examples are banners, flags, pennants, streamers and other items of a temporary and nonpermanent nature.
(3) Must include the manufacturer’s name, brand name, trade name, slogans, markings, trademark or other symbol associated with and used in identifying the product.
(4) May also include, for example, the product, price, packaging, date or dates of promotion and an announcement of a retail licensee’s specific- sponsored event, if the temporary outside sign is intended to promote a product, and provided that the announcement of the retail licensee’s event and the product promotion are held simultaneously.
(5) May not include names, slogans, markings or logos that relate to the retailer.
(6) Distributors may bear the cost of creating or printing a sign for a retail licensee’s specific-sponsored event; or for a retail licensee containing, for example, community goodwill expressions, regional sporting event announcements and seasonal messages, provided that the primary purpose of the sign is to highlight, promote or advertise the product.
(7) Signs provided by the manufacturer to the distributor or importing distributor may also include, for example (subject to the limitations of this section), preprinted community goodwill expressions, sporting event announcements, seasonal messages and manufacturer promotional announcements. A distributor or importing distributor shall not bear the cost of the manufacturer preprinted signs.
(D) Permanent inside signs.
(1) Whether visible from the outside or inside of the premises, include, for example, neons, illuminated signs, clocks, table lamps, mirrors, tap handles, decals, window painting, window trim and spirits or wine lists or menus.
(2) All signs in place and in use at any one time shall cost in the aggregate not more than $2,000 per manufacturer.
(3) Must include manufacturer’s name, brand name, trade name, slogans, trademark, markings or other symbol commonly associated with and generally used in identifying the product.
(4) May not include names, slogans, markings or logos that related to retailers.
(5) May be displayed in an adjacent courtyard or patio commonly referred to as a beer garden that is a part of the retailer’s licensed premises.
(E) Temporary inside signs and inside advertising materials.
(1) Shall include, for example, lighted chalk boards, acrylic table tent beverage or hors d’oeuvre list holders, banners, flags, pennants, streamers and inside advertising materials such as posters, placards, bowling sheets, inserts for acrylic table tent beverage or hors d’oeuvre list holders, table tents, sports schedules or similar printed or illustrated material.
(2) Items, for example, such as coasters, trays, napkins and cups may not be provided to retailers.
(3) Items shall not cost more than $325 in the aggregate per manufacturer in place and in use at any one time.
(4) Nothing permits a distributor from paying the cost of printing or creating any temporary inside banner or inserts for acrylic tent beverage or hors d’oeuvre list holders for a retail license, provided that the primary purposes for the banner of inserts is to highlight, promote or advertise the product.
(5) All temporary inside signs and inside advertising materials may be displayed in an adjacent courtyard or patio commonly referred to as a beer garden that is a part of the retailer’s licensed premises.
(1980 Code, § 110.118) (Res. 97-59, adopted 3-20-1997; Res. 03-296, adopted 6-19-2003; Ord. 05-500, adopted 11-17-2005; Ord. 22-236, passed 8-18-2022)
Statutory reference:
Exercise of corporate powers, see 55 ILCS 5/5-1004
Local control of Liquor Control Act of 1934, see 235 ILCS 5/4-1 et seq.