A lighted sign for your business these days will cost you between $3,000 for a typical eighteen-foot-wide neon or LED light fixture to hundreds of thousands of dollars for a fifty-foot-tall Las Vegas-style blinking sign with super big screen video capability. The larger the sign, the better the chance your business will see drive-by traffic stopping in. Next to freeways, gas stations often place signs at such heights that drivers easily see them from more than a quarter-mile away. In the case of the Old Heidelberg Bakery here, it doesn’t really matter the size of the sign as being the only German bakery and grocery store for miles in any direction, those of us wanting authentic German food items have little choice but to find this little shop at 2210 E. Indian School Road in Phoenix, Arizona. If you are lucky you might arrive at the day and time when the two sisters who share running the shop are pulling hot fresh bread from the ovens. If you are not so lucky, check out the almond horns, pretzels, brotchen, or pick up some sauerkraut, bratwurst, and some spicy German mustard for a taste of Germany in the Arizona desert.