Portland Wants $ for Use of Old Town Sign

Portland Old Town Sign
You have certainly seen the iconic Portland Old Town sign before right? Well, the city of Portland spends about $2,000 dollars per month maintaining it. Therefore, they say marketing materials using the image will be asked to pony up between $100 - $1,000 dollars to use it.
How far the city is willing to go to get their money is not clear according to the Oregonian.
The sign screams Portland. It has been used many times including the TV Show Portlandia.