In 1915, the sign was moved to its present location on the street. The sign was a dramatic spectacle at night since there were no streetlights at the time. In 1917, red chasing bulbs were added to the arrows and green bulbs to the center of the pulsating starburst. In 1921, there was a contest to develop a new slogan. The text at the bottom was changed by Greenway to "A Good Place to Live." That increased the number of bulbs to 1,332. In 1977, significant rust was found on the sign during a repainting. A "Save Our Sign" campaign begun in 1982 raised $7,700 and led to the sign's reconstruction in 1989. The sign was added to the National Register of Historic Places in 1988. In 2010, a centennial celebration was held for the sign with speakers, music, and cake. The sign's four-watt bulbs are replaced quarterly by the city's two utility companies. The bulbs have been lit with different colors for special events a few times. In 2012, the sign was lit in pink for breast cancer month. In 2016, the bulbs were changed to maroon and orange for the "Battle at Bristol" football game. This year, the incandescent bulbs will be replaced with LED versions. For more, see these websites: 1 and 2. [map]

FFV Cookies & Crackers were once baked here by Interbake Foods with the Famous Foods of Virginia label. Interbake was originally founded in 1899 as the Southern Biscuit Company and this building is from then. The company closed this factory in 2006 and it has been vacant since then. In 2013, the building was converted into the Cookie Factory Lofts. The sign is still there and has been relit. For more, see this website. [map]