For Dr. Jack’s Ink Emporium, it was business as usual when it came to picking a color for its new location in Fremont.
But some residents aren’t happy about the bright color of the building at Military Avenue and Main Street.
“Our buildings are going to be yellow,” Dr. Jack’s president Derek Wallen said earlier this week in a telephone interview.
“Yellow is just a popular color for advertising,” he added.
Dr. Jack’s has five locations and two of the other buildings -- in Bellevue and Millard -- are painted the same shade of yellow as the new Fremont location. All have signs that are yellow with black letters.
Wallen said he is in no hurry to move from his
current First Street
location, but decided to paint the building early to attract attention. The new building is about the same size as the current location, but he said it is a more visible location.
It’s the visibility that has attracted attention, as Bob Missel, chairman of Fremont’s Downtown Improvement District, knows all to well.
“I have had calls from both business owners and residents,” Missel said. “A lot of the concerns ... is it’s so out of place in the (downtown) district.”
But Missel and City Planner Jeff Ray both say there are no regulations that prevent Wallen from painting the business yellow.
“At this point in time there isn’t much we can do about it,” Missel said.
Missel, who also is a downtown business owner, said the DID has discussed design standards in the past and MainStreet of Fremont does have some voluntary guidelines.
“Beauty is in the eye of the beholder,” Missel added. “But the general response has been negative.”

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