For those of us making our daily trip across the Gay Street bridge to South Knoxville, something has been missing for the past two years: the iconic JFG Coffee sign. But it's coming back online on Boomsday.
Although JFG is no longer roasted in the Old City (ah, we miss the scent of burning coffee beans...), the quaint bit of mid-century commercial advertising served as sort of a twinkling reminder of our coffee-production past and a long-ago Knoxville. (Thankfully, the Old City's JFG sign also remains atop the refurbished building that now serves as apartments.)
But the South Knoxville sign was deteriorating, and Knox Heritage and Reily Foods (owner of JFG) stepped in to restore it, which necessitated removing it from its resting place. For the past two years, it's undergone renovation, with all-new LED lights. And then there was a small kerfuffle over where to re-erect it as the landowner didn't want it back--but the nearby Kerbela Temple came to the rescue with a new site.
And now it will be unveiled at this year's Boomsday (Sept. 2), and one lucky participant in a "Booming the Business" loyalty card program for South Knoxville businesses will get to "Flip the Switch" and turn the sign back on.
Here's the full press release: