Ten years later, Geno's 'Speak English' sign taken down

Something was missing at Geno's Steaks on Thursday, and it wasn't the onions and Whiz.

It was the sign - the red, white, and blue counter-window placard that managed in eight words to simultaneously provoke complaints of discrimination and turn owner Joey Vento into a celebrity.

It said: "This is America, when ordering, please speak English."

It's unclear exactly when the sign came down, but by lunchtime Thursday the word had spread, and news vans and photographers descended on the corner of Ninth Street and Passyunk Avenue.

Geno's public-relations representative, Kelly Wolf, of Neff Associates, handed out her business card but declined to answer questions.

Others were more forthcoming, sharing opinions as they ate at the curbside tables.

Removing the sign "is a great thing for them to do," said Victor Almeida, who speaks Spanish as his first language, having come to the United States from Colombia.

"It was offensive," added Maria Santiago, seated beside him.

A few tables away, a family from Hazleton held the opposite view. Their ancestors came here from Italy, but knew they would have to learn to speak English to find work and move up in society, said Renee and Richard Forte.

"I believe it should stay," Richard said of the sign.

Renee agreed, saying English should be the nation's universal language.

"We welcome everyone," she said. "But once you're here, you should learn it."

Many of those eating at Geno's were from somewhere else, visiting from places like Texas, Oklahoma, and Alabama, and tasting a Philadelphia cheesesteak at one of the places that made it famous.

Some had not heard of the sign. Others knew all about it.

"I do have an opinion, but it's probably not good to share it," said a woman from New Jersey who declined to give her name.

A Texas woman said people in her state agreed with the sign's sentiment.

"Go home if you can't speak English," she said.

The Billy Penn website reported the news of the sign's disappearance late Wednesday, and later updated its story to mention that the Philly Chit Chat blog said the sign had been removed before the Democratic National Convention in July, so as not to offend visitors.

If so, nobody noticed.

Vento put the sign in the window in 2006, generating widespread attention and placing Geno's firmly in the culture wars. The restaurant stands in a South Philadelphia neighborhood that has been changing for years, as old Italian families die out or depart and Asian and Latino families move in.

The sign immediately hit a nerve, drawing hundreds of emails in support and condemnation from across the country. It also gave rise to counter-promotion. On South Street, Steaks on South put up its own sign: "Feel free to order in any language. We will gladly serve you, with brotherly love."

Then-City Councilman Jim Kenney wrote to Geno's, saying the sign did a disservice to the city and its effort to attract tourists. On Thursday, now-Mayor Kenney commended the current owner, son Geno Vento, for taking down the sign.

Geno's is set to open a branch restaurant Friday at Philadelphia International Airport. Spokeswoman Mary Flannery said the lease agreement was reached months ago, and the sign issue was never discussed.

The Philadelphia Commission on Human Relations ruled against a complaint that it was discriminatory in 2009. The elder Vento argued that his sign was a political statement.

He complained about the commission investigation but welcomed the attention it brought.

"They made me famous throughout the world," Joey Vento said. "I became a hero. I've got to thank them for that."

Vento died in 2011. His son, Geno, took over the business, with its prominent photos of famous visitors. GOP presidential candidate Donald Trump stopped by last month.

Neff Associates told Philadelphia Magazine in 2013 that it had "strongly recommended to Geno Vento that the 'speak English' sign be removed," the magazine reported then. "Unfortunately, Joey's dying wish to his son was for the sign to remain."

Late Thursday, Geno's issued a statement that said that while Joey Vento "had strong political views that have been highly publicized, one being his 'Please Speak English' sign," his son "has decided that after 10 years it is time to move on."

jgammage@phillynews.com

215-854-4906 @JeffGammage