Sao Paulo's Ad Ban Becomes Engine For Historic Preservation

"In Phase 2 of the makeover, business owners have, to varying degrees, started cleaning up their facades and between 25 and 30 percent, according to Monteiro's estimate, have restored their properties and repainted them. Almost all have put up smaller signs. Even McDonald's removed its iconic golden arches."

"Locals agree the streets look better for it but they are not happy with the government's lack of assistance. 'It cost us 750 reais ($390) to get the signs changed," says Taty Kanarek, the joint owner of a store selling industrial pumps. 'I think it's a good thing what they are doing, the visual pollution was terrible.... But the mayor's office didn't help at all. All they want to do is levy fines on those who don't comply.'"

"A bill pending before the city assembly would offer tax breaks to those investing in restoration work. The government has also promised to work with commercial associations to help coordinate the clean up and avoid more of the lime green, orange, and purple paint jobs that have appeared."