SIGN OF THE TIMES

By Jorge Casuso

On Tuesday night, the Santa Monica City Council kicked off what will likely be an emotionally charged process – breaking the news to more than 1,000 businesses that their signs don’t conform to city standards.

"We’ve heard everything from, ‘How do I comply?’ to ‘I’m going to strap myself to my sign and you’ll have to take me with you," said Dan Ehrler, executive vice president of the Santa Monica Chamber of Commerce.

Then again, businesses had 15 years to get ready. With possibly the longest grace period ever granted in the city, the sign code adopted in 1985 finally takes effect on April 11, 2000. According to a list compiled by the city, 1,124 of Santa Monica’s 8,126 signs violate the code.

Many of the Santa Monica’s distinctive and historic signs (for instance, those at the entrance to the pier or above The Georgian Hotel) have been declared "meritorious" and are exempt from the ban.

But hundreds of others, many of them along the commercial strips of Lincoln and Pico boulevards, are expected to be targeted for removal, and many of the business owners are seeing red.

City officials are bracing for a confrontation.

"This is going to be a very emotional process," said Councilman Kevin McKeown, who noted that he sympathizes with the business owners because several of his campaign signs were torn down last fall. "The clean-up of these signs is a very positive direction for this city. We’re moving toward a better, cleaner, more aesthetically pleasing Santa Monica."

"It will be very emotional," agreed Councilman Paul Rosenstein. "People will say this draconian government is enforcing unfair standards. But it will be a better place to do business."

City Planning Director Suzanne Frick said many of the longtime owners know they don’t comply, but those who bought their businesses more recently may be in the dark.

"This will be news to a lot of businesses," Frick said.

According to the city’s tally, the non-conforming signs fall into the
following categories:

-650 free-standing signs, or signs that are "affixed in or upon the
ground." Gas station signs fall into this category.

-186 roof signs, or signs mounted above buildings.

- 179 projecting signs. These are signs that project away from and are perpendicular to a wall.

- 65 off-premise signs, or signs that promote something other than what is offered on the premises. Of these signs, 27 are billboards.

Of the 1,124 signs, 152 were along Lincoln Boulevard and 118 along Pico Boulevard. Of the total, 84 were located in residential areas. Among types of businesses, the most non-conforming signs were property rental signs – 111 – and automobile-related businesses – 63.

The city will notify businesses whose signs violate the code early next month. They will receive a letter with a copy of a photograph of the non-conforming sign. (Consultants have digitized the pictures and put them into a computer, where they have been analyzed and the size of the violating signs measured.)

The packet was to include a separate letter from the Chamber of
Commerce. But after a lengthy debate, the council decided that because the chamber takes positions on ballot measures, sending the letter would violate a city ordinance forbidding organizations that engage in politics to receive city support.

A second notification letter will be sent in September.

In addition, since 1997 all application forms for new business licenses and renewals given to all business owners have contained notices about the sign code.

City staff expects a dramatic increase in applications to bring
non-conforming signs into compliance.

"Business signs contribute to the aesthetic of the city," Frick said.
"But a lot of signs detract from the character and appearance.We will still allow the variety; this is just targeting those deemed to be more disturbing than others."

Also on Tuesday night...

The City Council had little choice but to approve a decade-old plan to widen Cloverfield Blvd. to three lanes between the freeway entrance and Colorado Avenue.

The project – which was mandated by the council in the mid-1980s -- is the result of massive development in the eastern end of the city, which has seen three major projects – Colorado Place, the Water Garden and the Arboretum.

The street widening -- which was approved 6-0 -- includes new sidewalks, trees, street lights, upgraded and synchronized traffic signals and modifications to the existing storm drainage system.

Widening streets, council members said, is an antiquated approach that the city no longer advocates.

"This was set in motion a long time ago," said Councilman Ken Genser. "I don’t think this is right for our community. I think this is bad planning to approve developments that require the widening of streets. I’m not as confident that this will take traffic off neighborhood streets."

"The over-concentration of office space at the expense of parks and a community pool or library is one of the biggest tragedies this city has ever seen," said Councilman Michael Feinstein.

In another measure, the council created a preferential parking zone on 23rd and 24th Street between Wilshire Boulevard and California Avenue. A parking permit will be required between 7 a.m. and midnight. Staff had suggested that there be no parking without a permit between 9 a.m. and 9 p.m.