North Conway, NH – June 12, 2024 – Berry Companies is proud to announce the refurbishment of the iconic Norcross Place sign, a symbol of North Conway’s heritage and community spirit. Once the historic sign of the Carroll Reed Ski Shop, the sign has been affectionately dubbed “The World’s Largest Ski Pole” by local historians. This rejuvenation project celebrates North Conway’s history while ushering in a new era of vibrancy for Norcross Place.

The original sign, a landmark for locals and tourists alike, stood as a beacon for the Carroll Reed Ski Shop, a renowned establishment that was pivotal in promoting skiing and outdoor activities in the Mt. Washington Valley. Carroll Reed, a pioneer in the ski industry, opened his North Conway shop in 1938, and the sign quickly became synonymous with quality ski gear and stood as a welcoming symbol for visitors.

The refreshed sign, now proudly reinstalled at Norcross Place, retains its original charm and character, paying homage to the past while promoting the new development of Norcross Place, North Conway’s up-and-coming eating and drinking destination. The refurbishment was meticulously planned to preserve the historical significance of the sign, ensuring that it remains a beloved landmark for future generations.

The project was a collaborative effort, involving local historians and professionals dedicated to maintaining the authenticity of the sign. The refurbishment process included tedious attention to detail and structural enhancements to ensure the sign’s longevity. Berry Companies would like to thank local historians Tom Eastman and Stefi Reed-Hastings, designer Erin Bott, along with Gemini Sign & Design for production and installation.

Berry Companies invites the community to join us in celebrating this important milestone and to experience the renewed charm of this location on Saturday, June 22nd at 11 AM for the grand opening of Cheese Louise in Norcross Place.

For more information about Norcross Place and the sign refurbishment, please contact:

Paul Durfee

Marketing & Communications Manager

Berry Companies

Email: pdurfee@berry-cos.com