I noticed something weird the other day. At 22nd Street and Main Avenue, there’s a smoke shop called Gandolf’s (with an “o”). Or maybe the shop is called Gandalf’s (with an “a”). Curiously, it’s spelled both ways on different windows on the same side of the building. So which one is it? Sign me, Frodo Baggins or Frodo Baggens
A quick Google search didn’t clear matters up. Most links, including the one to the shop’s website, spelled the name as “Gandolf’s.” However, there was a Facebook page for “Gandalf’s.”
So, Action Line looked up the listing in the phone book and made this shocking discovery:
That anyone uses a printed phone book anymore.
But that’s beside the point.
The White Page listing reads as “Gandolf’s.” And you know what’s featured in phone books? Phone numbers! So Action Line called up Gandolf’s/Gandalf’s for clarification.
There’s an interesting story behind the dual names, and shop owner Ron Rhodes was happy to share.
Originally, the shop was named Gandalf’s (with an “a”) after the wizard character in The Lord of the Rings, the epic trilogy written by J.R.R. Tolkien.
You may have heard about The Lord of the Rings. They made a couple movies about it a while back.
Anyway, not too long after Ron opened his store, a letter came in the mail. It, too, was shocking:
That anyone sends things in the mail anymore.
But that’s also beside the point.
The correspondence originated from a big law firm “with 64 names on the letterhead,” Ron recalled. “I think they were from San Francisco, and they were representing The Tolkien Society.”
Regardless, it was a cease-and-desist notice “citing case law and instances of businesses that continued to use the name ‘Gandalf’ were sued and had to give up 30 percent of their sales or something like that,” he said.
So, he made a Tolkien gesture: What if he changed his store’s name from Gandalf’s to Gandolf’s?
“They were really nice about it and agreed,” he said, adding regardless of name change, “we can’t have any wizards standing on the corner.”
So, Gandolf’s it is.
And as for the differing signs out front? It’s a blast from the past, a legacy from the early days, before a’s became o’s in order to mind some legal p’s and q’s.
Ron is also dealing with another sign kerfuffle for his establishment that sells smoking accessories, incense, tie-dyed items and imported clothing.
The city noticed – regardless of spelling – Gandolf’s had too many signs.
On picture windows facing Main Avenue, “Gandolf’s Smoke Shop” was painted in bold colors. This was in addition to signs on the side of the building facing 22nd Street.
“Apparently, I can only have four signs,” he said. So, he scraped off one of the offending displays earlier last week. Then came the cold snap. “We need to wait for it to warm up before we can wash away the other one,” he said.
So, in a couple of days and if the weather holds, all will be well with uptight attorneys, copyright owners, ents, orcs, dwarfs, hobbits, elves and the inhabitants of Middle Earth, City Hall and points in between – and order will return to the shire.
Email questions to actionline@durangoherald.com or mail them to Action Line, The Durango Herald, 1275 Main Ave., Durango, CO 81301. You can request anonymity if know that not all who wander are lost.
