Rumors that Calico the Clown is being sold are simply not true.
What is true is more is in store for the iconic figure visible on Route 35 near Kings Highway in Middletown for more than half a century.
That’s a report from Joseph Azzolina, executive vice-president of Food Circus Super Markets, Inc., and son of the late state Senator and former Navy Captain who first had the concept and courage to erect the Clown in front of the first Foodtown Supermarket.
It is not surprising that an Azzolina would have the idea for something unique and prized by the public. It was the beginning of change on the face of the historic township, with new construction and an influx of residents drawn to the benefits of living in Monmouth County.
It was the current vice president’s grandfather, John, who opened a small shop in Highlands and toted fresh meats and vegetables on the train from New York to sell to local families in Highlands. And it was Captain Azzolina who came back from the Navy to convert that small shop on Miller Street to the first supermarket in the Bayshore.
The Food Basket on Bay Avenue was the first store in the area that introduced freezer compartments, a butcher and shelves of other necessities all in one store to provide to a growing population.
When that Food Basket expanded and became the Foodtown complex with headquarters in Middletown, it seemed only natural that Azzolina would include something iconic and memorable to spread the message.
With the Middletown store, which was converted into the company’s major liquor store several years ago, closing its doors this week to move larger quarters further north on Route 35, and with the property undergoing legal battles with the township, questions arose as what would happen to the clown.
“We’re working to get the clown on the national landmark register,” Azzolina said this week in highlighting some of the history of the massive steel interior structure on a concrete base foundation.
Azzolina’s efforts are being met with pleasure and gratitude from those interested in preserving the history of Middletown from all eras. “Calico has stood as a sentry over Middletown for nearly 70 years and is a well-loved icon that adds to the town’s character. Securing its place for future generations is the right thing to do,” said Tom Valenti, president of the Middletown Historical Society.
While work is underway to secure the national registry designation, there may also be other opportunities to secure the clown’s future through architectural or monument preservation opportunities as well.
Both the Historical Society and Azzolina welcome any information or assistance in preserving the clown before it is lost forever. Should it be placed on the national registry, if it were to be moved, there would have to be a specific location for it to be moved, re-installed and ensured its historic preservation is maintained.
Currently, the structure holds a certification of eligibility from the New Jersey Historic Preservation Office, indicating that it meets Criterion C for inclusion in both New Jersey and National Register of Historic Places.
The sign and Clown were first built in front of 835 Highway 35, in the mid 20th century, a time when the character of development along the state highway was becoming increasingly commercial, with a burst of commercial and retail development happening after the Foodtown store was built, the post office added on the same property and Calico, the Food Circus Clown prominent by 1956.
Historic descriptions cite the sign as an example of mid-20th-century roadside commercial architecture, the paneled “Calico, Food Circus Clown” smiling beneath a banner announcing the business.
The Logo Clown was designed in 1955 by Leslie Worth Thomas of Road-Ad Service in Asbury Park, the original company now known as SignAd. The company has been a leader in the sign industry throughout the state, including icons at Palace Amusements in Asbury Park, marquees for the Walter Reade theater chain, banking institutions and numerous other businesses. It was purchased by the Azzolina Land Corporation firm of the Azzolina family in September 1955 and installed in December of the same year.
The top section of the structure is 14 by 23 feet in size and originally read FOOD CIRCUS with an animated chasing bulb arrow at the bottom of the display running in towards the new grocery store. The Clown itself stands 22 feet high by 10 feet wide and at one time rotated. Both are made from galvanized sheet steel, stainless steel and porcelain enamel and finished with galvanized steel sheets.
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