Joseph Finocchio; neon sign master

Erik Sine · May 21, 2007

May 20, 2007

TOPSFIELD -- For 50 years in northern Massachusetts, if you were looking for a sign to point you in the right direction, Joseph Finocchio was your guy.

As proprietor of Salem Sign Co., Mr. Finocchio's neon signs lit up businesses throughout the region.

Some of his creations included the Howard Johnson pie man, Peanut Man, and the Leaning Tower of Pizza. Now collectors' items, many of the original Salem signs were featured in a special neon exhibit at the National Heritage Museum in Lexington in 2003.

"He was a pillar of the local economic community," said his step daughter, Kathryn Hughes. "He was a very creative, very innovative man with strong business instincts."

Mr. Finocchio died May 12 at Masconomet Healthcare Center in Topsfield. He was 100. Mr. Finocchio was born in Catignano, Italy, and came with his family to the United States at the age of 5. He was raised in Danvers and educated in the one-room Putnamville School. After graduating from the Essex Agricultural School in 1929, he attended Wagner School of Sign Arts in Boston. Mr. Finocchio's career began in a cramped rented apartment in Beverly, where he launched a small sign company with a set of brushes and paints.

"He was a resourceful, hands-on kind of guy. He used to stop trucks on the street and ask them if they needed him to paint a sign for them," said his step daughter.

In 1935, he acquired Salem Sign Co. and set up shop on Highland Avenue. The site became recognizable by his handiwork, a huge neon flying witch, said his family. The National Heritage Museum in Lexington labeled his Howard Johnson's pie man a "landmark for hungry American's."

As Howard Johnson motels and restaurants opened across the Eastern seaboard, his company grew right along with them, his "pie man" leading the way. "Not many businesses survive for 50 years. He always tried to stay ahead of his trade and aggressively pursue his business," said his step daughter. "He really enjoyed being part of the local business community and to help out other local business owners. It was his American Dream. We all aspire to have the kind of life he lived."

At the time of his death Mr. Finocchio was the oldest living alumnus of Essex Agricultural Institute. He was active in numerous civic organizations, including the Salem Chamber of Commerce and the Salem Kiwanis Club. Mr. Finocchio also belonged to St. Rose of Lima Church, the Topsfield Historical Society, the Topsfield Council on Aging, and the Ipswich Country Club. Mr. Finocchio was an avid gardener, bowler, and tennis player during his retirement. In his 80s, h e participated in the USTA Super Seniors Tournaments at Longwood Tennis Club and the Essex Country Club Tennis Nationals and in other senior citizen tournaments, including one at the Hyatt Grand Cypress Resort in Orlando, Fla., where he won second prize. Mr. Finocchio was the husband of Rosamond V. (Muldoon) for 29 years. Mr. Finocchio also leaves a son, Paul, of Scottsdale, Ariz.; a daughter, Marilyn, of Danvers; a step son, Bruce Hughes of Wilmington; another step daughter, Dana G. Hughes of Winchester; a brother, Anthony, of Zephyr Hills, Fla.; 12 grandchildren, four step-grandchildren, and 12 great-grandchildren.

A funeral Mass was said May 18 in St. Rose of Lima Church in Topsfield. Burial was in St. Mary's Cemetery, Beverly.