Bill Balsamico never expected to get rich from his outspoken opinions. That's the territory of a select few -- your Rush Limbaughs, your Howard Sterns, your Ann Coulters.
But he just might end up wealthy, thanks to those strong beliefs, a large and highly visible sign, a fledgling Internet merchandising venture and -- oh yes -- the improbable infusion of the cheesesteak into the nation's immigration debate.
"I didn't expect anything like this," the North Versailles lounge owner said Thursday, shortly after being interviewed by an Anchorage, Alaska, radio station. "I'm just a guy who says what he feels."
Balsamico, 60, is the proprietor of Casa D'Ice on Route 30. He doesn't consider himself overly political, and anyone who has driven by his establishment can tell he also is not overly introverted.
Shortly after the September 2001 terrorist attacks, Balsamico's often politically incorrect perspectives began adorning the bar marquee, often below the advertised spaghetti and salad special.
One example, addressing the recently deceased al-Qaida terrorist Abu Musab Al-Zarqawi: "ZARQAWI IS ON HIS LAST MAGIC CARPET RIDE TO MEET HIS 100 NASTY VIRGINS. GOD BLESS AMERICA."
During last winter's heated debate over whether to turn control of six major American ports over to a United Arab Emirates company, the sign read: "ARABS GUARDING OUR PORTS, ARE YOU CRAZY WHAT'S NEXT, CHILD MOLESTERS PERMITTED TO OPEN DAY CARE CENTERS?"
Until the advent of the tavern's Web site, www.casadice.com, the audience for Balsamico's musings consisted mostly of his customers and highway travelers.
But in a recent odd convergence, the immigration controversy began flaring around the time Balsamico began selling Casa D'Ice merchandise over the Internet.
Sales have soared since Joe Vento gained national notoriety several weeks ago by posting signs in his Philadelphia cheesesteak shop that stated, "This is America. When ordering, speak English."
A sympathetic Balsamico immediately put up the sign: "When in Philadelphia, Order Your Cheesesteak in English." The message is now emblazoned on a T-shirt available online.
Balsamico also began selling cuddly plush teddy bears wearing red bows and T-shirts with the slogan, "No Shoes, No Shirt, No English, No Service." Business is very brisk, he said.
"We're getting orders from all over the country, but especially from California, Texas, Florida -- the border states where the real immigration problems are," he said.
Balsamico said reaction to his signs and merchandise has been overwhelmingly positive.
For anyone who might accuse him of marketing a racist message, Balsamico said, "I'm not against Mexicans, or any particular race. I just feel that if you come to this country, you should learn how to order a sandwich in English."
Scheduled to appear on a North Carolina radio talk show last night, Balsamico is enjoying his sudden celebrity as much as he remains puzzled by it.
"Believe me," he said, "I'm as surprised by all this as anyone."
Larger text
Smaller text
Print this article
E-mail this article
