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Lodi muralist creates 1950s-style signs for food concession building

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Posted: Thursday, September 5, 2013 2:49 pm

Lodi Grape Festival President and CEO Mark Armstrong decided that the main concession structure at the west end of the festival grounds needed some sprucing up. He also wanted to attract more people to sample the mouth-watering corn dogs, hamburgers, french fries, Mexican cuisine and other delights.

Armstrong said that he considered tearing down the building and creating something new in its place. Then he turned to Tony Segale, who is known for painting some realistic-looking murals throughout Downtown Lodi.

“He said, ‘Paint the building any color you want,’” Segale said.

Segale has such a sterling reputation for the quality of his murals that Armstrong left the decision-making in Segale’s hands. “Anything but the beige facade that dominates the nearby festival buildings,” Armstrong said.

Segale hand-painted four signs recently to advertise the food at the building, which can be found near the Grape Festival Pavilion to the north near Chardonnay and Zinfandel halls. Additionally, he chose colors for the exterior walls.

The food booth is now a structure with a ‘50s look. The man Segale drew on the signs adorning the building looks like someone the Cleavers would have seen in the old sitcom days from 1957 through 1963. He looks like someone Beaver would keep asking goofy questions while Eddie Haskel got “The Beave” into trouble (G-rated trouble, of course).

Before painting the signs, Segale decided to research on Google which colors attract people to purchase food and which ones to avoid. He painted the building facades bright yellow, lime green, maroon and a dab of orange.

“These are colors used in the food industry that get people to stop (and buy),” he said. “In the food industry, they don’t use blue. Blue is an appetite suppressant.

“We’re just putting the food building back to life,” Segale said.

Contact reporter Ross Farrow at rossf@lodinews.com.

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