Front Avenue, in Portland's Old Town. The building was acquired by Norcrest division H. Naito Properties in 1972. Perched atop the building since 1940 is a large neon-and-incandescent-bulb sign known as the White Stag sign, which the city designated a historic landmark in 1977. Until 2010 it was owned by Ramsay Signs. The leaping stag on the sign is given an illuminated red "nose" each holiday season, a tradition started in 1959, but in 1989 the sign went dark after the building's previous occupants—who had continued paying the sign's electricity bill after moving out in 1973—decided to stop paying for the sign's maintenance. By this time, the sign, which also includes a neon outline in the shape of the state of Oregon, had become a popular local landmark. As the 1989 holiday season approached, Bill Naito agreed to take over payment of the sign's upkeep, even though the sign continued to advertise White Stag Sportswear, which had no connection with any Norcrest or Naito property. "I miss the sign – I really do," he told The Oregonian, when asked about his decision. "So even after Christmas, I'm going to keep it on." Eight years later, in 1997, the sign's wording was changed from White Stag to the name of a Naito-owned brand, the Made in Oregon retail store chain. Norcrest China moved out of the building in 2004, but the sign retained the "Made in Oregon" wording until November 2010, when it was changed to "Portland Oregon", after Ramsay Signs donated it to the city. Notwithstanding his willingness to pay to keep the historic sign functioning, and other community-minded "gifts" to fellow citizens, in his personal activities Naito was "notoriously frugal". He was described as a "gregarious workaholic" who was content to work at an old "battered desk" in an open office space shared with his employees. Despite his financial success, "Bill Naito continued to drive old cars and displayed few of the trappings of wealth," The Oregonian wrote in its 1996 obituary. Willamette Week called him "perhaps the most unpretentious tycoon Portland ever embraced." Other involvement Naito served on the boards of several organizations and entities, including the following: Reed College, board of trustees (1975–1996) Portland Urban Forestry Commission (1976–1996) Portland Chamber of Commerce (1977–1996) National Trust for Historic Preservation (1982–1987) Multnomah County Library (chair) (1990–1996) National Wildlife Foundation (1989–1996). He was also finance chair for the Oregon Nikkei