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9A.
Staff Report
TO: THE HONORABLE CITY COUNCIL DATE: SEPTEMBER 21, 2010
FROM: JOSE E. PULIDO, CITY MANAGE
BY: JOSEPH M. LAMBERT, COMMUNITY DEVELOPMENT MANAGER
SUBJECT: PREPARATION OF A NEW CITYWIDE SIGN ORDINANCE
REGULATING COMMERCIAL SIGNAGE
SUMMARY
At a recent City Council meeting the topic of signage in commercial zones was
discussed and staff was asked to further research this issue. At this time, staff has
prepared two options for the City Council to consider in updating the City's sign
ordinance.
BACKGROUND
At the July 6, 2010 City Council meeting, Councilmember Sternquist inquired about the
current signage requirements for businesses, and what design controls the City may
exercise in reviewing new signs. There was also discussion about the content of signs
(i.e., can the language on signs be restricted) as well as a discussion about the quality
and design of new signs.
DISCUSSION
The current Citywide sign ordinance regulates signs in the C-2, C-3, M-1 and M-2
zones. The existing Downtown Specific Plan (DSP) includes all of the properties.
adjacent to Las Tunas Drive from Sultana Avenue to Rowland Avenue, and the existing
Downtown Specific Plan has its own sign design guidelines and standards. It was
suggested by the City Council that a new Citywide sign ordinance should be adopted to
make signage in the City more uniform. Staff was asked to find out an approximate cost
of hiring a consultant to help draft a new sign ordinance. Following are the two options
for the City Council to consider in drafting a new Citywide sign ordinance with
approximate costs:
Option One: Consultant RFP
Direct staff to generate a Request for Proposals (RFP) to hire a consultant to draft a
Citywide sign ordinance which would govern signage for all commercial, industrial, and
institutional land uses, including properties in the existing Downtown Specific Plan area.
It is estimated that hiring a consultant to do this would cost approximately $40,000-
$60,000.
City Council
September 21, 2010
Page 2
Option Two: In House
Direct staff to conduct the research and draft regulations "in house" for a Citywide sign
ordinance. The only cost involved with this option is staff time, legal expenses and the
other costs associated with performing public outreach to involve the business
community, the Chamber of Commerce, and other stakeholders.
FISCAL IMPACT
No Impact at this time.
RECOMMENDATION
Staff recommends the preparation of a Citywide sign ordinance, which would be
accomplished by having the City Council choose either Option One or Option Two.