Rockford’s welcome sign – wrapped in controversy this week – is now a local retailer’s newest T-shirt

By Kevin Haas
Rock River Current
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ROCKFORD — A welcome sign that was enveloped in a City Council debate this week is no longer something for residents to just drive past: Now you can wear it, too.

Rockford Art Deli, the downtown retailer known for its shirts centered on 815 and city pride, has launched a T-shirt with the sign’s message in response to the controversy, which led to a packed City Council meeting on Monday that required overflow seating. The black T-shirt with white lettering mirrors the layout of the sign at East State Street and Interstate 90 with the words “Rockford: All People Are Welcome.”

“We felt like we needed to jump in and do what we do best, which is pro Rockford,” said Jarrod Hennis, owner of Rockford Art Deli. “We are the Rockford T-shirt store. We promote city pride. We are the biggest cheerleaders of Rockford and the area.”

The shop launched an online presale of the shirts today and they will be in store at 402 E. State St. on Friday.

“It’s supporting all Rockfordians. We sell to every walk of life in town. We don’t push anyone out,” Hennis said. “We want everyone to feel welcome here and we want everyone to stay in Rockford and we want them to love Rockford.”

Related: Is Rockford’s welcome sign unwelcome? City Council members raise the debate

This week, Alderman Mark Bonne called for a vote reaffirming the City Council’s support of the sign after it had been criticized on several occasions by fellow Alderman Chad Tuneberg. Tuneberg had previously called the sign a coded way of declaring Rockford a sanctuary city for undocumented immigrants, and he said it sends the message that the city is welcoming to criminals, too. City administration has said Rockford is a welcoming city, but not a sanctuary because it cooperates with immigration enforcement. Tuneberg also then said Monday the sign should not be interpreted as a symbol that Rockford is a sanctuary city.

The council’s Planning and Development Committee ultimately voted 4-0 to reaffirm its support of the sign’s message. That resolution goes to the full City Council on Monday.

The vote drew public attention and more than 40 minutes of debate on Monday as aldermen and residents saw it as a localized version of the national hot-button discourse on immigration and diversity and inclusivity.

“Let us not be swayed by fear or divisive rhetoric. Instead, let us stand together and affirm that Rockford is a community that welcomes all people while maintaining safety and respect for one another,” Rockford resident Sully Cadengo told aldermen during public comment at Monday’s meeting. “Keeping the sign as it is will only strengthen our community and show the world that we embrace our differences.”

Related: City Council committee supports All People Are Welcome sign at Rockford’s eastern gateway

Hennis said Rockford Art Deli was wary of getting its business wrapped into politics, but it felt the shirt fit the store’s mission of promoting Rockford with a positive message about the city.

“Unfortunately we’re in a world where everything is political, no matter what we say or how we do it,” he said. “We definitely tread lightly on a lot of the topics lately because it can go both ways, we could gain a lot of customers or we could lose a lot of customers.”

He said All People Are Welcome is a good message to promote.

“Honestly it’s a pretty stupid discussion,” Hennis said. “We’re spending all this time debating a sign when there’s businesses struggling in Rockford and there’s people struggling in Rockford. We’re spending more time on a slogan than trying to figure out how to help people survive with their small businesses.”

Hennis said it was unfortunate that politics was pulled into the message for the sign.

“We’re putting our feet in the ground on this one,” Hennis said. “It’s just a really positive slogan. Every city wants to welcome people to their neighborhoods and businesses.”

About | Rockford Art Deli

Founded: 2004

Where: 402 E. State St., Rockford

Online: rockfordartdeli.com

Hours: 10 a.m. to 6 p.m. Wednesday-Saturday; noon to 4 p.m. Sunday; 10 a.m. to 6 p.m. Monday; closed Tuesday

This article is by Kevin Haas. Email him at khaas@rockrivercurrent.com or follow him on X at @KevinMHaas or Instagram @thekevinhaas and Threads @thekevinhaas