The Shadow
ROANOKE, Va. (VR) – For more than 75 years, the H&C Coffee sign has been a defining part of the Roanoke skyline—a glowing coffee urn pouring into a waiting cup. Today, that glow is gone, and the Historical Society of Western Virginia has announced a $430,000 campaign to relight and restore the iconic landmark after years of deterioration left it dark.
For decades, the H&C Coffee sign, alongside the Roanoke Star and the Dr Pepper sign, defined the visual and cultural identity of downtown. Though the H&C Coffee sign still stands, it no longer lights the skyline alongside its neon neighbors and has been listed as endangered due to a state of disrepair. The Historical Society of Western Virginia recently assumed ownership of the sign to ensure its preservation for future generations.
“The H&C Coffee sign has marked the skyline of the Roanoke Valley for as long as most residents can remember,” said Nelson Harris, former Roanoke mayor and Historical Society of Western Virginia board member. “Ensuring it continues to shine is exactly the kind of work the Historical Society exists to do.”
Restoration plans include replacing the neon with sustainable LED lights that mirror the look and glow of neon, as well as repairing the structural support of the sign, which has suffered from weather damage.
“Landmarks like the H&C Coffee sign tell the story of who we are as a community,” said Susan Jennings, retired arts and culture coordinator for the city of Roanoke and granddaughter of H&C Coffee co-founder Harold Woods, Sr. “Relighting this sign will restore a shared symbol of home for Roanokers.”
The Historical Society of Western Virginia announced the sign acquisition and the launch of the campaign at its annual dinner. The Light the Skyline campaign has already raised $119,613.50 toward its $430,000 goal, which will support the immediate restoration and will establish an endowment for ongoing maintenance and preservation.
“The sign’s restoration will help preserve a meaningful piece of our community’s heritage while ensuring it continues to be enjoyed for years to come,” said Downtown Roanoke, Inc. president and CEO Tina Workman. “We are proud to support the restoration of this beloved landmark and the continued preservation of downtown’s rich history.”
Restoration work is expected to begin later this year, with the relighting planned in time for H&C Coffee’s 100th anniversary in 2027. Community members who want to be part of bringing the sign back to life can learn more and contribute to the Light the Skyline campaign at https://roanokehistory.org/historical-society/donate/.
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About the H&C Coffee Sign
The H&C Coffee Sign has welcomed people home to the Roanoke Valley since 1948. The sign was first installed atop the roasting plant on East Campbell Avenue and was relocated to the top of the former Ames Hotel in 1964. In 2005, after a fundraising campaign to support repairs, the sign moved to its current location atop the former Shenandoah Hotel building.
About the Historical Society of Western Virginia
The Historical Society of Western Virginia preserves and shares the stories that define western Virginia’s past and present. Dedicated to promoting interest in regional history, the organization collects, preserves, interprets and makes accessible materials that document the people, places and events that shaped the region. By safeguarding historical resources and elevating local voices, the organization helps ensure that the region’s stories, traditions and experiences remain available to inform and inspire future generations.
