Cleveland may rock, but this ain't it...
If you’re flying low into Mitchell International Airport and the wind is in the right direction, you will know you are close to Milwaukee when you see the “Welcome to Cleveland” sign located at 2893 S. Delaware Ave. It’s the infamous sign on the roof of Mark Gubin’s building, formerly the Bay Theatre.
In 1978 Gubin painted the sign, written in six-foot letters. He got the idea while having lunch with his assistant. Noticing all the low-flying planes that came by enroute to Cleveland, why not post a sign welcoming passengers to Milwaukee? Gubin never had a real purpose for having the display on the rooftop other than to have a little fun. Not once did Gubin receive a serious complaint from the airport or any airlines.
The sign became famous and made headlines in newspapers, magazines and other media including “The Tonight Show with Johnny Carson.” On flights from Denver to Cleveland that made stopovers in Milwaukee, a special announcement was made.
Flight attendants had to inform passengers the sign was wrong and merely a stunt by the owner of a Milwaukee building. Gubin received a letter from City Council President Ben E. Johnson, informing him the sign was causing “outrage & panic” for some passengers. Nevertheless, the city never took action against Gubin’s antics.
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