UPDATE: Atlantic City Signgate causes … traffic jam

So naturally all of this controversy about the South Jersey Transportation Authority literally rolling up the Welcome to Atlantic City sign, then the state ordering it put back after an outcry, and the quips about "signgate" led to ... a traffic jam. This is, never forget, New Jersey.

With the promise to have a new A.C. sign in place over the Expressway by Memorial Day Weekend, crews had two lanes blocked off on the approach to Atlantic City during the day Saturday, causing a massive tie up until mid-afternoon that had people _ drivers, locals, tourists, casino and other executives _ in a bit of a freakout Saturday.

("All you conspiracy theorists were right ... the State is screwing AC," wrote local resident Cassandra Shober on Facebook (see her photo above), noting that two lanes were closed on the Expressway at noon Saturday for work on the "non-conforming Welcome sign." "Good job guys.")

Some, like Shober, assumed it was the state continuing their mysterious quest to take down the "In one mile, you'll be a million miles away" sign, a version of which had hung on the overpass for 40 years. The state had said the sign lacked proper permits, and, inhospitably, rolled up the sign like a sardine can (see below).

But, in fact, it was crews "rebuilding the sign," in preparation to hang a new one next week, said Jeff Guaracino, the executive director of the Atlantic City Alliance marketing group. Late Thursday, after news reeports, state transportation commissioner Jamie Fox _ who is also the chairman of the South Jersey Transportation Authority _ had ordered the sign put back before Memorial Day, because of its "iconic" nature. He said the permit issue would be dealt with in the future.

Either way, said Shober, "It's maddening. People are coming down to get their houses ready for Memorial Day. We're sitting in traffic because of the sign."

It was, in fact, a busy day in Atlantic City, with the ComicCon at the Convention Center, people in Batman and StarTrek costumes all over town, and a nicer than expected balmy weather that made it feel a bit like summer. Shortly before 3 p.m., there were literally no cars at all getting into the center of town, as crews removed the equipment blocking the two left lanes. Shortly after 3 p.m., the crews left and traffic resumed at its normal, pre-Memorial Day, pace.

"Sign structure job complete and lanes opened by 2:26 this afternoon," was how SJTA spokeswoman Sharon Gordon summed up the day (though the lanes were not actually open and flowing until after 3). She did not comment on the timing or traffic issues the work called.

The sign, below, remained blank. Stay tuned.

PHOTO BY VERNON OGRODNEK/PRESS OF ATLANTIC CITY

UPDATED: The N.J. Department of Transportation says that Commissioner Jaime Fox, who is also the chairman of the South Jersey Transportation Authority, has directed the agency to "immediately replace the Welcome to Atlantic City sign in time for Memorial day."

"Because of the iconic nature of the sign, SJTA will be allowed to erect the sign while it is coordinating with NJDOT to obtain the property permits," said Steve Schapiro, department spokesman.

ATLANTIC CITY _ Yes, they were literally rolling up the welcome mat to Atlantic City this week.

As if the beleaguered city did not have enough problems, the South Jersey Transportation Authority says it discovered that a landmark sign hanging over the Atlantic City Expressway _ a courtesy spot where a version of a welcome to Atlantic City sign has hung for decades _ did not have proper permitting.

And so a crew was sent out to literally roll up the sign _ "In one mile, you'll be a million miles away/ Do AC" _ even as Memorial Day approaches, and the marketing dollars for the Atlantic City Alliance being squeezed.

Visible as the crew rolled up the sign was an earlier slogan for Atlantic City - "Always Turned On" (except, someone might want to add, sometimes for the Revel property, which has had intermittent power due to ownership changes.).

Sharon Gordon, spokeswoman for the SJTA, said the authority was not trying to pile on to the hurting resort, which has seen four casinos close and thousands of jobs lost and is facing layoffs to try to plug budget gaps.

"It's not any slight to Atlantic City even though it's a lovely way to welcome people," Gordon said.

She said the sign was "non compliant" because it was never properly permitted decades ago when the location was first established as a spot for the resort to announce itself to visitors.

Gordon could not say whether the sign itself violated any regulations, beyond lacking a permit. But the abrupt removal of the sign from one of the most visible spots in the area prompted the state's Department of Transportation Commissioner, Jamie Fox, to intervene.

Gordon said Fox was working with Mayor Don Guardian to expedite a permitting process for a new sign, though she could not say if the sign would be in the same place or same size.

"It was a non-compliant sign," she said. "It had to come down."

When it was first installed, no permits were necessary, she said. She said typically the owner of the property would apply for the permit. The sign is on an expressway ramp, and is maintained by, well, the South Jersey Transportation Authority.

Jeff Guaracino, executive director of the Atlantic City Alliance, said the iconic signs over the years have served to promote the city, welcome visitors and also save various marketing agencies the cost of billboards. The Alliance, which is funded by casinos but is slated to be dissolved or scaled down under pending legislation, also purchases billboards to advertise events like fireworks.

The alliance created the slogan Do AC and handed out car magnets, visible on many cars passing under where the sign used to hang. (The ubiquitous magnets do not appear to violate any current regulations).

"It's a sign that's absolutely critical for the welcome to the city," Guaracino said. "It's the only sign that's available to welcome visitors to our great city that you don't have to pay a private company for. They took it down."

The Alliance's official slogan for this summer _ "The Entertainment Capital of the Jersey Shore" _ is currently hanging on flags attached to utility poles throughout the city.