Abstract: A sign display apparatus. The apparatus includes a moveable display face for displaying information; a stationary display body having a source of illumination for the display face when the display face is in a position over the display body; and a drive mechanism coupled to the display face for moving the display face relative to the stationary display body and its source of illumination. Also provided are an apparatus and a retrofit kit for lowering the display face to change a message displayed on the display face and for raising the display face to a visible position. Included are housing assemblies affixed in a spaced relationship, each housing assembly having a guide track such that, in combination, the housing assemblies provide a pair of substantially parallel guide tracks into which is disposed the display face, thereby defining a plane of travel as the display face is lowered and raised.