Iconic ‘Schitt’s Creek’ Sign Sparks Outrage in Small Upstate New York Town

The “Welcome to Schitt’s Creek” sign from the hit show is iconic but its humor might not be a hit with everyone. A replica banner of the Schitt’s Creek sign was placed in a small upstate New York town but not everyone was impressed.

Cast of 'Schitt's Creek':  Eugene Levy, Daniel Levy, Annie Murphy, and Catherine O'Hara attend the 'Schitt's Creek' Screening and Conversation at 92nd Street Y
Cast of ‘Schitt’s Creek’: Eugene Levy, Daniel Levy, Annie Murphy, and Catherine O’Hara | Cast of ‘Schitt’s Creek’: Eugene Levy, Daniel Levy, Annie Murphy, and Catherine O’Hara | Jamie McCarthy/Getty Images

The ‘Welcome to Schitt’s Creek’ sign is iconic

In a season 1 episode of Schitt’s Creek, Johnny Rose is confused by the placement of the people on the sign welcoming visitors to the town. He asks Ray, the realtor, “Is this the real sign or the joke sign?” and Ray doesn’t see what’s wrong with it.

Johnny has the mayor, Roland Schitt, take a look but Roland fails to see how anyone could be offended by the sign that reads “Welcome to Schitt’s Creek.”

Roland eventually understands why the sign looks a bit sexual in nature and remedies it by adding the words, “Don’t Worry, It’s His Sister.”

In the Schitt’s Creek series finale, Roland gives the Rose family a going away gift — an update to the sign that Johnny notices on their way out of town. Johnny gives a grin as he looks at the sign from the car window. The series ends with a reveal of the new town sign, with Moira standing behind Johnny in the creek and David and Alexis in the background.

The sign didn’t win over everyone when it was set up in a small town

A replica banner of the “Welcome to Schitt’s Creek” sign with a smaller sign reading “Don’t worry, it’s her sister” was placed on the lawn of sign making business Matthew’s Signs in Stockport, NY.

There was one local who complained to the town clerk, demanding that it be taken down. “The sign on Route 9 I find, if not obscene, at least sexist,” the person wrote.

The woman also wrote to local newspapers, with the Times Union reporting she claimed the sign also promoted incest.

The sign company’s co-owner, Misty Brew-Kusewich, made the sign for a friend’s birthday party and cut out the characters’ faces so that people could stand behind the sign and pose for photos.

Brew-Kusewich explained that the business puts up a new sign each month and that the “Schitt’s Creek” welcome sign was, for the most part, popular.

“Everyone thought it was funny,” she explained. “People are stopping by, taking pictures. I’m asking them to tag me. Everyone thinks it’s great.”

The one person who complained didn’t get the response she hoped for, however.

“The New York State Department of Transportation does not have jurisdiction over non-advertising signage within private property and outside of the state right of way,” DOT spokeswoman Heather M. Pillsworth explained.

Stockport Supervisor Matt Murell said the town was “looking into” the matter. “But we don’t have anything that addresses it. I would almost equate it to political signs. It’s sort of a freedom of speech issue.”

“Zoning doesn’t address a private sign or a sign like that,” Murell added. “Personally, I don’t think there is anything we can do, but we are not going to just push it under the rug.”


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The chatter about the sign is good for business

The publicity has been good for business, according to Brew-Kusewich. “We got six brand new customers who just came in today,” she shared. “I’m getting tons of calls. Since COVID, people need to laugh. I want to laugh and see something funny.”

Brew-Kusewich told News 10 that the sign isn’t in poor taste. “I didn’t mean to offend anybody. Whoever this woman is, now that we think it is just one person, I would love to talk to her,” she said. “I kind of want to know what she thought was incestual.”