H&C Coffee Light the Skyline Campaign
Join the effort to preserve an authentic piece of Roanoke’s history and know that the impact of your gift will be visible in the evening sky for generations!
Check out this video to see why the Light the Skyline effort to relight the H&C Coffee sign is important to Roanoke
Relighting a Roanoke Icon
For more than 75 years, the H&C Coffee sign has been a defining part of the Roanoke skyline—a glowing urn pouring coffee into a waiting cup.
Today, that glow is gone, and the Historical Society of Western Virginia has announced a $430,000 campaign; $150,000 to relight and restore the iconic landmark after years of deterioration left it dark, and $280,000 to support a permanent endowment for future maintainenance and stewardship. The sign has watched the city change over time, from the days of Elvis Presley to a world where YouTube can make anyone a star. And, just like Roanoke’s own Mill Mountain Star and its beloved Dr Pepper sign, the H&C Coffee sign remains one of the most iconic and recognizable features of the downtown cityscape.
Good faith efforts over the years have kept the H&C Coffee sign a visible part of downtown’s identity. But today, the sign has reached a point where thoughtful, proactive investment makes sense.
- Its structure and lighting systems are aging.
- Traditional neon lighting is increasingly difficult and costly to maintain.
- Experience shows that waiting leads to higher costs and fewer options.
History of the H&C Coffee Sign
In 1927, Harold and Clarence Woods established Woods Brothers Coffee Company in Roanoke, Virginia. They started the company with the simple belief that “Service, Quality and Freshness would sell”. After a brief period, Harold purchased Clarence’s interest in the young company and Clarence returned to North Carolina. During the war years of the 1940’s, Harold made a trip to New York city and was impressed by the neon signage used in advertising especially the Camel Cigarette sign in Times Square that featured a man’s face blowing enormous smoke rings every four seconds. Upon his return to Roanoke, he enlisted the help of Kinsey Sign Company, a local Roanoke sign manufacturer, to design and install a neon, animated coffee sign, the “H&C Coffee” sign, on top of their coffee roasting plant located on east Campbell Avenue in downtown Roanoke. (Interestingly, Kinsey also built the famous Mill Mountain Star during this same time period.) The H&C Coffee sign remained there until the mid-1960s when the plant was demolished and the sign was relocated to the top of the former Ames Hotel (now Billy Ritz) located on Salem Avenue.
In 2005, a campaign was led by Downtown Roanoke, lnc. to relocate the sign to the top of the former Shenandoah Hotel Building and to make the necessary repairs to relight it. Support by donors united raised S175,OOO to save the sign when it needed immediate help, demonstrating the depth of support and fondness the community holds for this iconic landmark.
Just as the H&C Coffee sign has endured through decades of change, its future is being shaped by people who know Roanoke, and its history by heart.
The H&C Sign Today
Today, the H&C Coffee sign is in need of significant repairs to ensure that it remains a beloved and visible landmark. Much of the tubing has been damaged by weather and the sign’s mechanical animator no longer functions. Addressing these repairs now, along with proactive mitigation measures, will allow the work to be done carefully, safely, and cost-effectively while avoiding future cycles of unaddressed decline.
The H&C Sign Light the Skyline Campaign
In January 2023, a group of concerned citizens came together and began meeting with Center in the Square representatives discussing measures that could be taken to relight the sign. The ultimate outcome of these meetings 3 years later was a transfer of sign ownership from Center in the Square to the Historical Society of Western Virginia in early fall of 2026. With this transfer of ownership, this volunteer citizen committee became the Historical Society of Western Virginia’s H&C Sign Legacy Committee tasked with raising funds for the sign’s restoration, relighting, and future maintenance.
Goals of the H&C Light the Skyline Campaign
The campaign goals are simple and straightforward:
1). Restoration and Lighting Upgrade
The sign will be structurally repaired and relit using modern LED “tube” technology that closely replicates the look and glow of traditional neon, while offering significant advantages in safety, reliability, and energy efficiency.
2). Long-Term Stewardship
With the support of Center in the Square, ownership and care of the sign has transitioned to the Historical Society of Western Virginia, an organization with experience in preserving significant regional historical assets.
3). A Permanent Maintenance Endowment
A dedicated endowment will fund routine inspections, maintenance, and future repairs, and help to preserve the sign for the long term.
Together these steps create a solution that looks forward while respecting history.
How Can I Help?
Supporting the restoration of Roanoke’s iconic H&C Coffee sign through the Light the Skyline Campaign is more than a charitable contribution – it is an investment in our city’s history, identity, and civic pride. For generations, this beloved landmark has been a defining feature of Roanoke’s skyline, connecting residents and visitors to the city’s rich commercial heritage.
How do I Donate?
Donations are being accepted by mail, online, or by use of a QR code.
Mail:
Check made payable to Historical Society of Western VA with a note added to the check’s Memo Section “Light the Skyline” and mailed to 101 Shenandoah Ave NE, Roanoke, VA 24018.
Online:
Donate online on the Historical Society of Western Virginia Light the Skyline campaign donation page.
QR Code:
What are the Donation Levels?
100% of every donation raised, regardless of size, helps ensure that the H&C Coffee sign’s familiar illumination and animation will once again help light Roanoke’s skyline and preserve a treasured symbol of Roanoke’s history and identity for generations to enjoy. There are two primary donation levels – those received from individuals and those received from businesses, corporations, and foundations.
Individual Donation Levels
Bronze Brew $50 to $249
Family pass to History/ O. Winston Link Museum and H&C Coffee window cling
Silver Roast $250 to $499
Family membership to History/ O. Winston Link Museum and H&C Coffee window cling
Gold Blend $500 to $999
All benefits listed above plus H&C Coffee Mug
Platinum Roast $1,000 to $2,499
All benefits listed above plus recognition on the H&C campaign website
Diamond Reserve $2,500 to $4,999
All benefits listed above plus special recognition at the lighting event and at the annual dinner of the Historical Society of Western VA
Legacy Roaster $5,000 to $9,999
All benefits listed above plus recognition on all campaign social media, printed materials, and History Museum / Link Kiosk
H&C Luminary $10,000 and up
All benefits listed above plus recognition on all promotions for and at the lighting event as major sponsor
Corporate / Business / Foundation Donation Levels
Bronze Sponsor $500 to $999
Name listed on campaign sponsor board and social media shout outs
Silver Sponsor $1,000 to $2,499
All benefits listed above plus your name or small logo on website and event signage
Gold Sponsor $2,500 to $4,999
All benefits listed above plus medium size logo placement on marketing materials and PR mentions
Platinum Sponsor $5,000 to $9,999
All benefits listed above plus your logo on emails and dedicated social media recognition
Presenting Sponsor $10,000 to $25,000
All benefits listed above plus Premier logo or “ Event sponsored by” on all materials and speaking opportunity at relighting event
Donations and pledges received as of October 22, 2026
H&C Luminary (or Corporate Presenting Sponsor)
Sally Burton
Quality Coffee Company
City of Roanoke Downtown Roanoke Inc.
Roanoke City Arts Commission
Yvonne Olson
Legacy Roaster (or Corporate Platinum Sponsor)
Pegram & Bonnie Johnson
Dorothea Leonhardt Foundation
Diamond Reserve (or Corporate Gold Sponsor)
Taubman Foundation for the Arts
Platinum Roast (or Corporate Silver Sponsor)
AccessU
Elizabeth Atkinson
Truist Bank
Brad & Sarah Booth
Warner & Barbara Dalhouse
Dunkenberger-Waskey
Laura Elliott
William B. Houck
Douglas Jackson
Susan Jennings
Kerry Wright McCarty
Mary N. Woods
and to the many other donors….THANK YOU!!
“The H&C Coffee sign has marked the skyline of the Roanoke Valley for as long as most residents can remember. Ensuring it continues to shine is exactly the kind of work the Historical Society exists to do.” – Nelson Harris, former Roanoke Mayor and Historical Society of Western Virginia board member.
“Landmarks like the H&C Coffee sign tell the story of who we are as a community. Relighting this sign will restore a shared symbol of home for Roanokers.” – Susan Jennings, retired Arts and Culture Coordinator for the City of Roanoke and granddaughter of H&C Coffee co-founder Harold Woods, Sr.
“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, We are proud to support the restoration of this beloved landmark and the continued preservation of downtown’s rich history.” Tina Workman, Downtown Roanoke, Inc. President and CEO.
“Historic preservation is not limited to buildings; signs, public art, and other familiar landmarks help define a community’s identity and sense of place. As an increasingly rare example of mid-20th-century animated neon craftsmanship, the H&C Coffee sign represents a piece of Roanoke that simply cannot be replaced once lost.” – Bob Clement, Roanoke Valley Preservation Foundation President
Please Join the Effort
to Relight This Iconic Roanoke Landmark Today!
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