Mannequin could be signing off

A Madeira Beach special master says a dummy's perch outside Beachside Cigars makes it an illegal sign.

By AMY WIMMER

© St. Petersburg Times, published June 8, 2000

MADEIRA BEACH -- Monica delivers a message, no matter how indirectly.

That was the ruling Wednesday from a Madeira Beach special master, who determined the weather-worn mannequin in front of Beachside Cigars in Madeira Beach serves as a promotional sign for the business. Qualifying as a sign subjects her to the city's sign ordinance -- and effectively boots Monica from her perch on Gulf Boulevard.

Yet Monica the mannequin still might have something up her sequined sleeve, her owners said after the hearing.

"We won't give up," said Cherie Pattishall, co-owner of Beachside Cigars. "We don't give up easily."

Pattishall and Mike Wyckoff, the other co-owner, would not elaborate on their plans, but they can appeal the decision in circuit court.

Monica, originally dressed to resemble Monica Lewinsky, the White House intern who made cigars famous, was first placed in front of the shop shortly after its opening in January 1999. First city officials asked the shop to remove the cigar from her hand, advising him that items sold within the store could not be displayed outside.

Then they went after Monica.

At the quasi-judicial special master hearing on Wednesday, the special master tossed out a number of questions to determine whether the dummy is also a sign:

Is this mannequin holding any signs, or is there any type written on it? (No.) Is the mannequin pointing any particular direction as it sits out there? (No.) Is there any clothing or signal on the mannequin that would advertise a particular store? (No.)

Wyckoff presented his evidence -- a series of newspaper articles about Monica, indicating that she has generated publicity for Madeira Beach.

Joseph Corsmeier, who represented the city at the hearing, pointed out that Madeira Beach wasn't the only one getting publicity out of Monica.

"It also, quite frankly, puts your store on the map too, doesn't it?" Corsmeier said.

Wyckoff also handed over a letter from city resident Barbara Ahigian, who read about Monica and showed up at the special master hearing to defend her.

"I really, sincerely like that she sits there," said Ahigian, a "witness" for the owners. "I look at it. I laugh at it every time I go by. She makes me feel good."

Monica has had a rough stint in Madeira Beach. Stolen in December, only to be returned in pieces but still wearing her Santa Claus costume, the mannequin was again vandalized just two weeks ago. These days she has fewer fingers than she used to and sits at 14225 Gulf Blvd. in a black shimmery outfit.

Now that she has been labeled a code violation, if Wyckoff and Pattishall do not remove her by 5 p.m. today, they could be subjected to $50-per-day fines.

Wyckoff and Pattison said they aren't ready to let go just yet.

"There's no writing," Wyckoff said. "They're no blatant, flagrant messages."

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