{"id":7621,"date":"2026-06-20T15:01:44","date_gmt":"2026-06-20T15:01:44","guid":{"rendered":"https:\/\/sandiegorelocationnews.com\/index.php\/2026\/06\/20\/it-was-a-freeport-boulevard-icon-why-the-hollywood-hardware-sign-moved-downtown\/"},"modified":"2026-06-20T15:01:44","modified_gmt":"2026-06-20T15:01:44","slug":"it-was-a-freeport-boulevard-icon-why-the-hollywood-hardware-sign-moved-downtown","status":"publish","type":"post","link":"https:\/\/sandiegorelocationnews.com\/index.php\/2026\/06\/20\/it-was-a-freeport-boulevard-icon-why-the-hollywood-hardware-sign-moved-downtown\/","title":{"rendered":"It was a Freeport Boulevard icon. Why the Hollywood Hardware sign moved downtown"},"content":{"rendered":"<article><!-- --><!-- --><!-- WPS-5038 -- removed the script from WPS and added the placeholder for trinity player --><!-- --><!-- --><!-- --><!-- --><!-- --><!-- --><!-- --><!-- CONTENT --><!--[--><!--[--><\/p>\n<p>Mike Heller couldn\u2019t fathom Hollywood Hardware\u2019s sign going to waste.<\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>The neon sign, which spells out the word \u201chardware\u201d along the handle of a giant hammer, stood for decades at the family-owned business at 5303 Freeport Blvd. in Sacramento\u2019s Hollywood Park neighborhood. After the store <u>closed in 2024,<\/u> the sign remained in place before Heller and others helped to relocate it to the roof of Otto Construction near 3rd and R streets.<\/p>\n<p>Read more <a href=\"https:\/\/sandiegorelocationnews.com\/index.php\/2026\/06\/20\/is-this-lincoln-farmhouse-the-margot-robbie-of-houses-take-a-tour\/\">Is this Lincoln farmhouse the \u2018Margot Robbie of houses?\u2019 Take a tour<\/a><\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>Heller, president of the development company Heller Pacific, is known for projects like the Ice Blocks and MARRS Building, among others. Across from Otto Construction, he\u2019s been renovating the Thomson-Diggs building into The Diggs, an apartment and retail complex. Residents will see the Hollywood Hardware sign, though that\u2019s not the only reason Heller wanted to save it.<\/p>\n<p><!--]--><!--[--><\/p>\n<p>\u201cThe original impetus was just seeing a really cool sign from a family that I knew,\u201d Heller said. \u201cThe thought of throwing a sign away like that just didn\u2019t make sense to me.\u201d<\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<h2>Why the Hollywood Hardware sign needed to move<\/h2>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>Heller approached Ted Messner at a Land Park golf tournament in March 2025, asking what he was going to do with the Hollywood Hardware sign. It had been more than a year since the longtime business had closed.<\/p>\n<p><!--]--><!--[--><\/p>\n<p>Messner\u2019s late grandfather, who was also named Ted Messner, founded Hollywood Hardware in 1948. The younger Ted Messner\u2019s father, Dennis Messner, bought the business in 1970 and ran it until 2015, when he sold it to Tom Tognetti. The Messner family retained ownership of Hollywood Hardware\u2019s land but by early 2025 was months away from selling that too.<\/p>\n<p><!-- --><!--]--><!--[--><!-- --><!--]--><!--[--><\/p>\n<p>There were fears in the community that a new owner of the land might sell the sign or discard it. Signs are generally not included in Sacramento\u2019s local historic register unless they\u2019re part of a building\u2019s listing.<\/p>\n<p><!--]--><!--[--><\/p>\n<p>\u201cWe exempted it from review in the interest of seeing the sign preserved,\u201d said Sean de Courcy, the city\u2019s preservation director. \u201cHopefully we\u2019ll put some guidelines in place at some point to start listing these on our historic register.\u201d<\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>Viable options to relocate the Hollywood Hardware sign were limited. The Center for Sacramento History ruled itself out, curator Christopher Smith said via email.<\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>\u201cI do remember discussing the merits of acquiring the sign and determining that regardless of its historical value we simply wouldn\u2019t be able to store it due to its size,\u201d Smith wrote.<\/p>\n<p><!--]--><!--[--><\/p>\n<p>Golden 1 Center displays a collection of vintage neon signs from historic local businesses, such as Shakey\u2019s Pizza and Tower Records, on loan from the history center.<\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>The Hollywood Hardware sign was erected at the end of 1959 or the beginning of 1960, Dennis Messner said, around the time the building was constructed. The business had been located just north on Freeport Boulevard prior to this.<\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>Pacific Neon handled the sign\u2019s fabrication. Dennis Messner said his father was involved in the creative process.<\/p>\n<p><!--]--><!--[--><\/p>\n<p>\u201cMy dad was kind of an artist at heart,\u201d Dennis Messner said.<\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>Heller approached the younger Ted Messner without a clear plan for what would happen with the sign if he took possession of it. \u201cWhen Mike said he wanted it, I said, \u2018What are you going to do?\u2019\u201d Ted Messner said. \u201cHe goes, \u2018I don\u2019t know yet, but I promise you it\u2019ll be good.\u2019 That\u2019s good enough for me.\u201d<\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>The next step for Heller was finding a place where the sign could go. Heller said he tried to find a home for it on his property but lacked an ideal spot.<\/p>\n<p><!--]--><!--[--><\/p>\n<p>Instead, he turned to someone else with a connection to Hollywood Hardware.<\/p>\n<p><!-- --><!--]--><!--[--><!-- --><!--]--><!--[--><\/p>\n<h2>How the sign got moved<\/h2>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>At different points, Hollywood Hardware also had stores in the Parkway area of south Sacramento, West Sacramento and Foothill Farms. \u201cThe memory of us is still good,\u201d Dennis Messner said. \u201cWe were a neighborhood store that took care of the neighborhood since we owned the buildings.\u201d<\/p>\n<p><!--]--><!--[--><\/p>\n<p>The stores attracted loyal customers. One of them was Brieanne Otto, who fought tears when the Freeport Boulevard store was closing for good in 2024. \u201cI\u2019m really sad and disappointed,\u201d she told The Bee then.<\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>Her sister-in-law, Allison Otto, is president and CEO of Otto Construction. After Heller bought the Thomson-Diggs building, he invited Allison Otto for a tour of it and pulled out a paper with the Hollywood Hardware sign on it.<\/p>\n<p><!-- --><!--]--><!--[--><!--]--><!--[--><\/p>\n<p>The Thomson-Diggs Company was a hardware wholesaler that did some business with Hollywood Hardware. Heller asked Allison Otto what she thought, proposing that the Hollywood Hardware sign could pay homage to the Thomson-Diggs building\u2019s history.<\/p>\n<p>Read more <a href=\"https:\/\/sandiegorelocationnews.com\/index.php\/2026\/06\/20\/judges-races-have-been-injected-with-more-politics-heres-what-to-know\/\">Judges\u2019 races have been injected with more politics. Here\u2019s what to know.<\/a><\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>Allison Otto initially played it cool.<\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>\u201cI was receptive to his proposition, but I had to make him sweat,\u201d she said.<\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>In time, she helped arrange for a crane to move the sign from the roof of Hollywood Hardware to her business. The sign lay flat on Otto Construction\u2019s roof until it could be restored by Capitol Neon Signs of Rancho Cordova. It was lit in an evening ceremony in recent weeks.<\/p>\n<p><!--]--><!--[--><\/p>\n<p>The Messners gave the sign to Heller free of charge. Dennis Messner said that Otto Construction used to buy Christmas presents for its employees from Hollywood Hardware. Heller Pacific and Otto Construction split restoration costs for the sign of approximately $100,000.<\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>\u201cI have to acknowledge Allison and her family on this,\u201d Heller said. \u201cThey had no skin in this game to want to cooperate with me and I made an ask, not necessarily thinking it would be well-received. But not only did she do all that work and make that commitment but has contributed to the cost.\u201d<\/p>\n<p><!-- --><!--]--><!--[--><!--]--><!--[--><\/p>\n<p>Ownership of the sign is somewhat nebulous, with Allison Otto saying that they were \u201cjust gonna figure it out.\u201d Heller said that trust was \u201ca wonderful thing.\u201d<\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>Both Heller Pacific and Otto Construction are getting something for their money, though.<\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>\u201cFor us, it\u2019s our commitment to Sacramento, just like Mike\u2019s commitment to Sacramento,\u201d Allison Otto said.<\/p>\n<p><!--]--><!--[--><\/p>\n<p>Meanwhile, Heller gets a sign that will help him in creating a sense of place at the western end of R Street. While much of the corridor has become a hub of shopping, eating and nightlife in recent decades, this hasn\u2019t happened on the west side. \u201cWe made a presence in the middle of R Street and the other end of R Street, but it\u2019s sleepy down there,\u201d Heller said.<\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>This could change as The Diggs, which is likely to welcome its first residents at the end of this year, approaches completion. Heller said he is close to securing a restaurant to operate in the building.<\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>\u201cWe\u2019re on the doorstep of making a deal with our restaurant,\u201d Heller said. \u201cHaving that sign there mattered to them because their customers are going to be able to have a drink or a glass of wine and look at a really classic piece of Sacramento history.\u201d<\/p>\n<p><!--]--><!--[--><\/p>\n<h2>Reactions to the Hollywood Hardware sign\u2019s new location<\/h2>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>Efrain Vallejo lives near Fruitridge Road and also remembers the sign&#8217;s old location. The sign is now near the restaurant he co-owns with his brother, Vallejo\u2019s, at the corner of 4th and S streets.<\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>\u201cIt\u2019s a historical sign \u2014 they should save it,\u201d Vallejo said. \u201cBut I don\u2019t know if it should be there.\u201d<\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>Others had more positive reactions, such as Sue Richards, owner of Crawford\u2019s Books, which is next door to the sign\u2019s former Freeport Boulevard location. Richards gave credit to the new owner of the land for the sign being preserved.<\/p>\n<p><!--]--><!--[--><\/p>\n<p>\u201cI think it\u2019s great that he kept it local,\u201d Richards said. \u201cPeople were afraid he was just going to throw it away, which was never his intention. I think it\u2019s great that people can still enjoy it.\u201d<\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>Sacramento City Councilmember Phil Pluckebaum said he was thrilled by the sign\u2019s preservation.<\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>\u201cThose signs are sort of unique pieces of art and sort of a part of our history in terms of how we used to do commercial display,\u201d Pluckebaum said. \u201cThey\u2019re really difficult to maintain and that\u2019s why we don\u2019t have as many of them.\u201d<\/p>\n<p><!--]--><!--[--><\/p>\n<p>Also pleased was de Courcy, who said that when historic objects can be preserved to \u201ccontinue to be enjoyed and experienced by the public, it\u2019s good for the community and it\u2019s good for historic preservation.\u201d<\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>For Dennis Messner, knowing that the Hollywood Hardware sign was atop Otto Construction made him happy.<\/p>\n<p>Read more <a href=\"https:\/\/sandiegorelocationnews.com\/index.php\/2026\/06\/20\/blue-shield-mistakenly-tells-730-northern-ca-medicare-members-their-coverage-ended\/\">Blue Shield mistakenly tells 730 Northern CA Medicare members their coverage ended<\/a><\/p>\n<p><!-- --><!--]--><!--[--><\/p>\n<p>\u201cI got a real smile on my face,\u201d he said. \u201cIt\u2019s a tribute to my dad.\u201d<\/p>\n<p><!--]--><!--]--><!-- --><!-- --><!-- --><!-- --><\/article>\n","protected":false},"excerpt":{"rendered":"<p>The Hollywood Hardware sign, long a beacon of Freeport Boulevard, relocated following the store\u2019s 2024 closure to the roof of Otto Construction downtown.<\/p>\n","protected":false},"author":1,"featured_media":7620,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,5,30],"tags":[],"class_list":["post-7621","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-california","category-local","category-real-estate-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>It was a Freeport Boulevard icon. 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