By Jon Johnson/Gila Herald
jonjohnsonnews@gmail.com
SAFFORD — A years-long vision to steer highway travelers into the heart of Safford is entering its final stretch.
At the Safford City Council meeting on Monday, Aug. 24, Public Works Director Lance Henrie and Safford Downtown Association (SDA) President Danny Smith presented an update on a joint project to erect four 20-foot-tall, vintage-inspired directional signs along the Highway 70 corridor.
The initiative is funded through a $35,000 grant from the Freeport Community Investment Fund, which the SDA secured six years ago. The association previously used portions of the fund to launch Downtown’s first paid mural project—the iconic “postcard” mural on the Farmers Insurance Building—and host a 48-Hour Makeover event that transformed El Coronado Restaurant. Both projects were selected following a competitive selection process.
Now, the remaining focus is on catching the eye of passing motorists.
“It’s important to us in downtown that we let people on the highway know where downtown is,” Smith told the mayor and council. “Just one block south of Highway 70… section between Highway 70 and 191 and 8th Avenue is the second busiest portion of 70, except for that area right around 20th and 70 out by Walgreens.”
Rather than standard highway markers, the SDA sought a distinct look inspired by historic, baked-enamel signage from Safford’s past. To achieve this within budget, the association partnered with local metal artist Rick Merrill.
“We worked with world-class metal artist Rick Merrill, who happens to live in Pima, Arizona, who now works for Ponderosa Aviation,” Smith said. “We hoped that he would take this on as a passion project because otherwise, we couldn’t afford it. We got a grant for $35,000, and we were able to build four signs with his help.”
Merrill is a manager at Ponderosa Metal Works LLC, based at the Safford Regional Airport, and the company grew out of Ponderosa Aviation.
The 20-foot-tall illuminated signs point toward downtown amenities, featuring distinct themes for entertainment, dining, and shopping.
“We want to at least subliminally create a corridor on Highway 70, with signage that points toward downtown, the heart of the city,” Smith added. “I think they’re going to look fantastic when they’re lit at night.”
Installation Plan and Timeline
The City of Safford will handle the installation, engineered to sit just outside the Arizona Department of Transportation (ADOT) right-of-way to maximize visibility.
Henrie explained that the city will install the signs in phases based on electrical access:
- Phase 1 (Fifth Avenue / Post Office area): The first two signs will be installed near Fifth Avenue by the post office, replacing existing black streetlights that already have power access.
- Phase 2 (Central Avenue & Sixth Avenue): The remaining two signs will follow once the electric team completes wiring near Central Avenue (near the digital sign) and on the west side of the post office at Sixth Avenue.
While an exact start date depends on crew availability, Smith indicated fabrication and engineering are complete, clearing the way for installation as soon as city crews are ready to deploy them.
