LEWISTON – The sign in front of Rick LaChapelle’s Lisbon Street pawn shop advertises bikes for sale and leather jackets for 50 percent off.

That’s fine, LaChapelle says, and the city says his sign – and similar signs in front of shops up and down Lisbon Street – can stay.

But it doesn’t have the visual impact that the bikes themselves do. Being able to see the merchandise, LaChapelle says, brings customers into the store in ways signs can’t.

“I’ve been putting seasonal merchandise out on that sidewalk for the last 25 years,” he said.

“Right now, it’s just bikes because it’s the summer but I’ve had skis out there and lawn mowers in the summer.”

LaChapelle said he will bring his bikes in once and for all next month to comply with changes in city policy. He won’t be able to display any merchandise on the sidewalk in front of his 379 Lisbon St. shop, according to those changes.

“I don’t think it’s really fair,” LaChapelle said. “I’ve never let it look junky or trashy. If it’s displayed there, it sells. So it’s never the same merchandise for long.”

Last week, councilors adopted a new ordinance allowing signs and tables on public sidewalks along Lisbon Street. The city didn’t enforce old ordinances that forbid any obstructions on city sidewalks until May.

Merchants complained that keeping signs and cafe seating would hurt their business.

Councilors agreed and adopted the new sidewalk ordinances. The new policy allows restaurants to put tables, chairs or benches in front of their business. They must be portable, identical in style and must give passing pedestrians at least 5 feet of sidewalk room.

Businesses may also put up temporary signs in front of their stores as long as they only advertise the store and its wares and are solid enough not to blow away.

But councilors voted against an ordinance that would have allowed merchants to display their wares in front of their store. LaChapelle said he’s disappointed by that decision. The sidewalk is more than wide enough for both pedestrians and merchandise.

“Someone could put a hot dog stand out there, but I can’t put my merchandise,” he said. “I’m a small business and I’m looking for any edge that I can get. This was simple. It let people driving by see what I was selling, and I can’t tell you how many people that brought in.”

LaChapelle said he will keep four or five bicycles displayed in front of his store for about a month, and then pull them off once and for all. Then he’ll rely on his sign to lure customers into his store.

“I had a customer drive by and see an air compressor sitting out in front,” he said. “He turned right around and came in and bought it for $500. A sign doesn’t have near that much impact.”

[email protected]