The Avenue

Inspired by the “Home of the Square Deal Arch” installed in 1920, this sign stands as a representation of the longevity, tradition and hospitality within. Founded in 1906, Endicott, NY was headquarters of the world renowned Endicott-Johnson Shoe Company. EJ produced footwear, shipped globally, for all ages. From high heels to the extreme demands of work and combat boots used in both World Wars. However, after economic changes, Endicott Johnson slowed operations and eventually went defunct in the 90s. After decades of erosion and loss of anchor founding business, the Village was chosen for a NY State Downtown Revitalization Grant in 2022. As part of the multi-year $11 Million Dollar initiative, galvanized steel was chosen for the signage used as the entryway into the historic Village. The choice to Galvanize becomes more than steel protection; it’s a symbol of endurance, reflecting a community whose spirit, like the steel of the archway is designed to stand strong for decades to come.

Cascade Fabrication was contracted to design and build the new welcome sign for this multi-million-dollar revitalization effort, creating a modern interpretation of the iconic 1920s arches that once defined the village’s identity. The reimagined structure was engineered for longevity, with hot-dip galvanizing selected to ensure the arch will endure the region’s freeze-thaw cycles, road salts, and year-round weather exposure while preserving its visual presence for decades. Hot Dip Galvanizing plays a crucial role in preserving the history of the town. As visitors pass through “The Avenue,” the arch frames a view of classic downtown Americana- historic storefronts, restored façades, and reactivated commercial spaces that blend the charm of yesterday with the vibrant activity of a community reinventing itself. Far from the stagnation often associated with aging small-town districts, this village is experiencing a revival, supported by durable materials and thoughtful design choices that reinforce its commitment to lasting renewal.