We don't just cover the North Bay. We live here.
Did You Know? In the first 10 days of the North Bay fire, nearly 1.5 million people used their mobile devices to visit our sites.
Already a subscriber?
Wow! You read a lot!
Reading enhances confidence, empathy, decision-making, and overall life satisfaction. Keep it up! Subscribe.
Already a subscriber?
Oops, you're out of free articles.
Until next month, you can always look over someone's shoulder at the coffee shop.
Already a subscriber?
We don't just cover the North Bay. We live here.
Did You Know? In the first 10 days of the North Bay fire, we posted 390 stories about the fire. And they were shared nearly 137,000 times.
Already a subscriber?
Supporting the community that supports us.
Obviously you value quality local journalism. Thank you.
Already a subscriber?
Oops, you're out of free articles.
We miss you already! (Subscriptions start at just 99 cents.)
Already a subscriber?

It’s Friday at Canevari’s Deli in Santa Rosa, which means it’s Italian cheesesteak day. Canevari's cheesesteak is a construction of gooey cheese, finely sliced beef and fresh peppers. It’s one of the best sandwiches in Santa Rosa and it's only available on Fridays.

Canevari’s offers another special on Fridays, something off the menu. A trio of ingredients not found behind the deli counter, rather they are found outside the venerable Italian eatery and go by the names of Asher Cairo, Chadwick Tatum and simply, O.G. Collectively, they’re the sign-spinning superstars strutting their stuff up and down Lewis Road and Mendocino Avenue.

Cairo has been spinning signs for years, "I used to be a dancing pickle and then I was a dancing cow."

For Cairo, spinning signs is more than just a fun way to earn some quick cash, it’s a way of life.

"What I do is a job and I’m passionate about it. Most people tell me, ‘you’re not going to be a sign spinner all your life,’ but if you enjoy what you do then why not take that chance," Cairo said. "I get applause and some tips, sometimes I get flashes."

Cairo has an affinity for music and dancing, two passions he utilizes to his benefit when sign spinning: "I can express myself and bring a smile to people’s faces. I usually do a spin or pretend like I’m walking to the store with a bag."

Cairo's choice of music when doing his job consists of "Cher, Madonna and pretty much anything '80s."

For Tatum, his musical choices are Michael Jackson on his CD player and Adele on his iPod, the latter serving as a backup when the former runs out of battery. Tatum's reasoning for spinning signs is simple, "I like being loud."

Living with Down syndrome limits a person's options when entering the workforce, but Tatum isn’t allowing the diagnosis to prevent him from earning a living.

"I do this for five hours a day, and four days a week I work at Amy’s Drive-Thru, cleaning the lobby and taking out the trash," he says

Tatum has career aspirations that go beyond spinning signs and taking out the trash. "I want to be a wine taster. Jiggling the glass around and slurping the wine, that’d be really cool," Tatum said.

O.G. is the veteran of the group, a recovering addict who will proudly tell you he has been sober for a year and 223 days, "I’m even off the mouthwash," he says.

O.G. has been spinning signs for over 20 years, "I started in like ‘93 or ‘94." He admits living as a sober sign-spinner isn’t easy, but it is rewarding.

The positivity hasn’t touched everyone. Canevari’s was the recipient of an angry tirade by one passerby who noticed O.G. on the street one day.

"We had someone call us and tell us: ‘this is 2017, you should not have a black man spinning signs, are you selling chicken and watermelon? You should have him do something worthwhile,'" said Canevari’s manager, Vincenzo Chambrone.

"Some people just don’t understand, they look at our sign-spinners and think we subject them to standing out in the heat for little pay, but they came to us because it’s something they love doing.”

The multi-generational delicatessen dates back to 1929, when Attilo Canevari opened for business. Lou Chambrone, the current owner of Canevari’s, whose heart is as full as his homemade ravioli, took the gamble of employing the unique personalities. "They are the only advertising I do," Chambrone said.

Succulent-Topped Pumpkin

1 flat-topped pumpkin with a stem that has no soft spots or cuts in it

— Sanitizing wipes

— Spray adhesive craft glue and a face mask

— Sphagnum Moss (aka Green Moss)

— A Lazy Susan

— A mini warm glue gun and vinyl gloves

A chop stick to press the cuttings into place without burning your fingers

— An assortment of succulent cuttings with a variety of colors, shapes and textures including 3 large rosette-type thrillers for a large pumpkin, some branching fillers and trailing spillers.

— Tiny pine cones, fir cones, seed pots, etc. for embellishments.

— A trivet

Cut the stem of the pumpkin down to about half an inch.

Clean the pumpkin with sanitizing wipes or a 10% bleach solution on a damp rag.

When the pumpkin is dry put on the face mask and spray the top of the pumpkin with the spray craft adhesive.

Once the glue is tacky press a ½-inch pancake of green moss firmly onto the pumpkin.

Put the pumpkin on the Lazy Susan and pick out some large cuttings for the focal point.

Leaving a ½-inch stem, apply hot glue to the succulent and attach it firmly to the moss with your chopstick, holding for 3 seconds. If using 1 thriller, place it slightly off center.

Build around your thriller(s), packing the plant material in tightly to prop the larger cutting and to keep the glue from showing as the succulents become less plump as time goes by.

Add acorns, nuts, etc. as desired.

Place in a shaded cool indoor location or in a sheltered outdoor location. Place on a trivet for good air circulation beneath the pumpkin to prevent rotting.

Mist with a spray bottle and set outside occasionally in fresh air to preserve the succulents.

Handle with care, as this is a long-lasting but fragile arrangement.

When you are done with your arrangement plant your succulent cuttings and compost your pumpkin.

"They came in right off the street looking for work. They don’t get a whole lot of breaks in life so I’m happy to help."

Chambrone’s decision to employ the three sign-spinners raised some concerns. "At first I was pessimistic about it, but there are people who come in every Friday because of the sign-spinners," Vincenzo Chambrone said.

The sign-spinners not only provide a boost for the business of Canevari’s, they provide a boost for customers as well. "I get calls from people saying our sign spinners put a smile on their face and made their day," Vincenzo said.

Canevari’s Deli is located at 695 Lewis Road, Santa Rosa, 95404 and is open from 10 a.m. to 7 p.m. on weekdays and 10 a.m. to 6 p.m. on weekends.

Show Comment