The Boerne Historic Landmark Commission made significant strides in enhancing the visual appeal of downtown Boerne during their meeting on August 5, 2025. A key focus was the approval of a new sign for the building located at 170 South Main Street, aimed at simplifying the current confusing signage situation.

Commission members expressed concerns about the overwhelming number of signs on the building, which they believe detracts from the overall aesthetic and confuses visitors. One member emphasized the need for a cleaner and more cohesive look, stating, "We're all so hypersensitive to how we consume information and signage today." The discussion highlighted the importance of creating a unified identity for the project, especially as the historic William Hotel transitions into executive office spaces.

In a notable clarification, it was confirmed that repainting the building in previously approved colors does not require a certificate of appropriateness, nor does the removal of existing signs. This streamlining of processes is expected to facilitate improvements without unnecessary bureaucratic hurdles.

The motion to approve the new sign was made and seconded, ultimately passing with unanimous support. This decision marks a step forward in revitalizing the area and enhancing the town's visual coherence, reflecting the commission's commitment to preserving Boerne's historic charm while adapting to modern needs.