The latest artificial branding concept for Downtown Phoenix, at least the southeast quadrant of it, is the "Legends Entertainment District." The huge, blank walls in that part of town have been illuminated with giant ads, but no matter how vibrant those ads are, they're unlikely to lure people Downtown just to see them.

There is, however, a way to make the Legends Entertainment District more authentic and more interesting: Instead of relying on current ads for the same brands advertised everywhere, make the area an outdoor museum for historic, iconic signs that would otherwise have to be scrapped. This area could become Phoenix's counterpart to the Neon Museum recently opened in Las Vegas.

This would be a gradual process. As distinctive signs become endangered, as the My Florist Sign on McDowell recently was, Phoenix's Neon District could become a refuge for them. If ever the Chevrolet brand ceases to exist or the land at 12th Street and Camelback is put to more intensive use than car dealerships, the Courtesy Chevrolet sign would be another strong candidate.

Even selected signs originating outside Phoenix city limits might be candidates. Mesa's iconic "Diving Lady" sign has been largely restored after suffering damage a few years ago, but its long-term fate is still uncertain. Mesa should have the right of first refusal, but if no permanent home can be found for it there, it might be a good fit in Downtown Phoenix.

There are many more signs around the city that may some day be testaments to obsolete brands, demolished buildings, and bygone eras. Clustering them Downtown would bring some actual legends to the area.

Related ideas:

http://www.myplanphx.com/shaping-phoenix-s-future/neon-sign-museum

http://www.myplanphx.com/shaping-phoenix-s-future/drop-the-confusing-legends-entertainment-district