Dante Marino, owner of Deadproof Pizza in Derry, will transform the former Clam Haven after getting approvals for signs and the painting of the building black. (Tim Jean/Staff photo)
DERRY — Deadproof Pizza Co. is one step closer to making a former iconic clam shop in town its own.
The Planning Board approved signs designed and presented for Deadproof Pizza and accepted internal illuminations of the signs at its Wednesday meeting. The board also accepted painting the outside surface of the building black.
The board first waived provisions to allow for internal illuminations with the signs.
An architectural design review for the signs in the West Running Brook District was presented to the board by Deadproof Pizza Co. owner Dante Marino. Potential changes to the building’s facade and an extension to create a bar area were also provided for future consideration, but not reviewed.
Deadproof Pizza leases the Clam Haven building, 94 Rockingham Road. Former Clam Haven owner Lisa DeSisto still owns the property. Deadproof Pizza has operated at the location since the winter. The business first began in 2022 with owner Dante Marino cooking in a tent. Since then, Marino has built a loyal following and wrapped up a stint on the Food Network’s “The Great Food Truck Race.”
The signs and potential future changes to the building are to distinguish the space from the closed seafood spot. He said people come up to him every day thinking Clam Haven is still open.
“Turning them away has become a daily occurrence,” Marino said. “Having this signage is going to go a long way into our branding.”
The existing pylon sign along the roadway still reads “Clam Haven” and “Great Food & Ice Cream” with a cartoon clam and ice cream cone. The sign has a smaller caption below with lettering stating “Deadproof” to signify the pizza business is there.
The pylon sign will be replaced with new panels that are black on top with Deadproof’s artwork and then five lines where the business can add text. A black sign with white letter and a magenta triangle for the letter A in Deadproof is proposed for the building’s roof. Signs would only be lit during business hours, as late as 8 p.m.
The black paint on the building would eventually be used to accentuate color used in potential artwork to highlight the business’ branding.
Planning Board Chair David Nelson said the black is different from everything else in the area and would be “screaming for attention” to make it stand out. Board Vice Chair John O’Connor had questioned though if the color would fit in with the village-style character set for the West Running Brook District.
“If he did paint it black, people aren’t going to confuse it with Clam Haven,” Brian Chirichiello, town administrative representative on the board, said.
Marino will have to come back and present a site plan review to the board for structural changes to the building, including its design. Board members said the conceptual rendering has too much of a comic-book feel and suggested it be toned down.
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