Sign, sign, everywhere a sign.

I was amazed at the hubbub surrounding the Sanford Health sign that will be hung on the Target Center in downtown Minneapolis. City officials and the Minnesota Twins immediately called “Foul.” Mike Opat, who chairs the Hennepin County Board, said the 2,800-square-foot sign will “cheapen” the public art and spirit of Target Plaza.

What? I must have missed something when I went to Target Field. Don’t get me wrong, I love the new ballpark and plan to go back again. But the public art and spirit of Target Plaza? Please.

My take away from the ballpark experience was a three-and-a-half-hour audio and visual inundation of advertising messages interrupted by the occasional pitch, hit and run. My ticket stub is a coupon. I was handed a Home Depot ad upon arrival. Being a media geek, I was overwhelmed by how much revenue the team must generate on in-house sponsorships.

The Minnesota Timberwolves, who need any kind of shot in the arm they can get, own the advertising rights on the Target Center building. Wolves president, Chris Wright, hit the nail right on the head.  “This is a business,” Wright said. “We are a business that is taking advantage of the increased traffic and commerce around the Warehouse District today.”

The Twins will host the Yankees in the playoffs and the Sanford sign will be one of many on display in front of millions of baseball fans. It will probably get the most attention before, during and after the game. In the world of media, that’s a grand slam home run.