It isn't a reference to red tape or inefficient governmental procedures, but to the growing competition among the corporate and locally owned coffee shops in Cupertino. "This was just our way to be goofy while asking people to support their local business," says Teo King, co-owner of the Coffee Society.

But the marquee has a secondary purpose as well. With the Oaks Theater still vacant and looking for a tenant, an empty marquee wasn't helping those businesses that still remain in the shopping center. A $3,500 renovation brightened the sign and bought it new letters. Oaks tenants are using it for advertising, hoping to draw people into a mall that could use some revitalization.

"We're just trying to catch people's eye," says Chuck Marsh, general manager for the Oaks. "We're using it as a way to remind people that we're still here." Marsh says that since their mixed-use plan was derailed by a denial from the city council—the grass-roots organization the Concerned Citizens of Cupertino mounted a successful fight to keep the council from voting the plan in—the Oaks has been struggling to lease the former theater space to interested retailers. "There's no exposure to Stevens Creek, so they'll move on to other places in the valley," Marsh says. "We're actively trying to lease the space, but so far no one's taken it."

While the Oaks has been struggling to find a retailer, Cupertino has been bringing in major chains like Starbucks. The fourth Starbucks franchise in the city opened in March at the corner

of Stelling Road and Stevens Creek Boulevard, less than a half mile from Coffee Society. "We're happy to compete with whoever wants to compete," King says. "It hasn't really affected us overall. Our morning business has tapered down a bit, but it's not that big of a deal."

King was discussing the situation with his co-owner and their lawyer when the three came up with the idea of using the abandoned marquee for advertising. "It's difficult to get signs approved in Cupertino, so we decided to use one that's already been approved," King says. The three approached other tenants, and then went to Marsh to ask for access to the marquee. He agreed, saying that an occupied marquee looks better than an empty one, especially to interested tenants.

After the renovation, the sign went into operation in June, according to King. Coffee Society kicked it off with a special message for Father's Day, and tenants have been rotating through every few weeks. The new Bossa Bella dancewear store has advertised there, and the Postal Annex currently has a message on the other side of the marquee.

The Starbucks-themed message came about because of King's frustration with corporate chains coming into Cupertino, something that Marsh endorsed. "We're thanking them for passing by another retail service and coming to Coffee Society instead," Marsh says.

"It's tough to keep a business going, and we have a tremendously loyal following," King says. "This was a joke for them." He says that many customers have asked about the sign, including several that hadn't come into Coffee Society for several years.

Longtime Cupertino resident Constance Guidotti was thrilled to see the sign. "Oh, I love it," she says. "I really got a chuckle out of it." Guidotti is an artist who has exhibited at places like Coffee Society and appreciates a local business that supports local patrons. "I just really feel like we should be supporting our local coffee places, where one place isn't exactly like all the others," she says. "Cupertino needs more places like that."

The sign has been up for about three weeks but will soon come down to accommodate the next business in the advertising queue.