If you’ve ever walked or driven down Detroit or Madison Avenue in Lakewood, you’ve probably noticed the storefront signs. Some are bright and eye-catching, others are simple and clean, but all of them are designed to draw people in. What many don’t realize is that a number of these signs are made possible with support from a program through LakewoodAlive, helping small businesses make a stronger first impression.

The Storefront Sign Grant Program, funded by the city of Lakewood, helps small businesses stand out by reimbursing up to 50% of signage costs — including window vinyl, hanging signs and awnings — up to $2,500. While that may not seem significant at first, it can make a major difference for small business owners.

Jo Higgins, who helps facilitate the program through LakewoodAlive, said the organization focuses on helping business owners navigate the process. “Businesses in Lakewood are small, individually owned businesses and they’re busy. They have to wear a lot of hats,” Higgins said.

That’s where LakewoodAlive steps in. “We basically hold their hand through that process … I’ve taken my laptop to numerous businesses to help them fill out the application and then, you know, we help get the documents notarized and help send it back to the city,” said Higgins.

Higgins said the program has supported a number of local businesses, including FunktiniLand, Bear Soul, Despina’s Bakery, Spellbound and White Moon Soap Company.

Without that support, many business owners might not apply. Higgins said awareness is still a challenge. “We still to this day have businesses that have been here for 10 years that say, I had no idea this program existed,” she said.

The program is available to storefront businesses along Lakewood’s main commercial corridors, including Detroit and Madison avenues, as well as West 117th Street and Berea Road.

There are requirements to qualify. Businesses must receive approval from the city’s Architectural Board of Review and Loan Approval Board before being reimbursed. This ensures signage aligns with the city’s overall look and design standards.

That might sound strict, but it actually helps keep Lakewood looking the way it does — clean, cohesive and full of character. “If you go to some other cities, sometimes you’ll see stuff that just doesn’t seem to make sense, and [we] want to hold up kind of that older architecture and make sure that [we] all have a cohesive look,” said Higgins

One business that benefited from the program is Despina’s Bakery. Owner Despina Sarantopoulo said working with LakewoodAlive and the city was a positive experience.

Before installing a new sign, she said her shop lacked visibility. “From the time we put the sign up there. That makes it very good, you know. Um, a very good scene, you know, people can see the sign,” she said.

In other words, more visibility means more customers and for small businesses, that’s everything.

She added that signage plays an important role in a business’s identity. “Uh, you know, for your sign. So that was a good thing because you know, always, uh, the sign, it’s kind of the heart of your store too,” Sarantopoulo said.

Beth Keenan, owner of FunktiniLand, had a similar experience. When she moved her business from Ohio City to Lakewood, she was introduced to the program and received help from LakewoodAlive.

“One of the city employees that I was working with directed me to the Lakewood Alive team, and they were the ones that really helped me fill out all the paperwork,” Keenan said.

For Keenan, the financial support was significant. “I was just happy to get half of our funds back. You know, it can be pretty expensive to open up a business. There’s a lot of different expenses that you have to think about. So the fact that Lakewood Alive helps us to save money is pretty big for small business owners,” she said.

The reimbursement allowed her to invest in other areas of her business, such as advertising and inventory.

When it comes to the signs themselves, Keenan thinks they are essential. “If people don’t know who you are or what you provide, they’re kind of more reluctant to stop,” said Keenan.

Higgins agreed, pointing out that signage plays a huge role in bringing people through the door. Whether it’s a window design or a hanging sign that catches your eye while driving by, those details matter.

“Those signs mean everything. It just drives people into the stores,” said Higgins.

Beyond helping individual businesses, the program contributes to the overall appearance of the city. Well-designed storefronts make Lakewood’s commercial areas more inviting, encouraging people to shop locally and spend time in the community.