THE MOST PROMINENT LANDMARK for directing people to our historic sanctuary is usually overlooked. Yet it is literally right in front of our eyes! It is the big shade tree. This tree stands out, because it is the largest and best-looking one for 1½ blocks in every direction.
Furthermore, it stands out far more than Mishkon’s building, which is set back from the street.
Below the jump, this post shows the relative prominence of this tree when viewed from the north and south. Then it addresses how turn that prominence to our advantage.…
Approaching Mishkon on Main Street, what do you see?
In every case, the shade tree is what stands out from its surroundings. It is far more visible than our building itself.
(Consequently, no signage could be nearly as effective as this landmark, for identifying the location of Mishkon.)
Coming from the north…
By car or bike
On foot
Coming from the south…
By car or bike
On foot
Seeing this shade tree as an asset
Larger than any sign could be
Some observers might say that this tree is in the way. It blocks the view of our building and of any signage on it. Yet this tree is not only a landmark, but also it is far larger than any sign could ever be. So let’s turn this fact to our advantage. For example…
Recognize the asset in our marketing
Incorporate the tree into our logo
Add the tree to our tag line
According to our website, on the “Contact Us” page, Mishkon has been nicknamed “the synagogue by the sea.” Perhaps we can come up with an epithet that actually helps people find us. A more informative moniker, something like…
The shul at the shade tree
The temple by the timber
The temple by the tree by the sea
Refer to the tree when giving directions
When telling people how to find Mishkon, we can start including the tree as a landmark: “Look for the big shade tree.”
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