New electronic sign, front entrance coming on Biltmore Ave. for Diana Wortham

Jason Sandford

Jason Sandford is a reporter, writer, blogger and photographer interested in all things Asheville.

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A new electronic sign is going up along Biltmore Avenue at the courtyard entrance to Pack Place. The Marble Slab and Circle in the Square pizza joint are the two business that flank the streetside entrance.

The new sign will advertise Diana Wortham Theatre, the lovely downtown arts venue. The new entrance will also serve the theater, which is building a new box office in the courtyard space. The moves follow an expansion of the Asheville Art Museum into space inside Pack Place.

A free-standing electronic sign outside Pack Place was controversial, and downright ugly, when it was put up about a decade ago. The sign came down when Pack Square Park was renovated.

Pack Place is an entity that receives taxpayer funding and is home to the following nonprofits: the Diana Wortham Theater, Colburn Earth Science Museum, Asheville Art Museum and the YMI Cultural Center offices.

Image link for old Pack Place electronic sign.