Freeway facing signs may soon hit Petaluma

Petaluma’s swath of Highway 101 could soon be dotted with signs after an ordinance that would allow some businesses along the highway to adhere their logo to the backside of their building passed through a first reading at Monday night’s city council meeting.|

Petaluma’s swath of Highway 101 could soon be dotted with signs after an ordinance that would allow some businesses along the highway to adhere their logo to the backside of their building passed through a first reading at Monday night’s city council meeting.

The topic of lifting the ban on shopping center freeway-oriented signage has come before Petaluma’s planning commission and city council multiple times over the last couple years. On May 19, language for the ordinance was finally introduced, with direction given by the council to develop specifications such as signage that is proportional to building size.

The ordinance, which is only applicable to retail shopping centers, would allow buildings 20,000 square feet or more to have 24-inch signs on a highway-facing wall. At the suggestion of a couple council members, the second ordinance review on Oct. 6 will include buildings 8,000 square feet to 19,999 square feet being eligible for 18-inch signs.

If the amendment passes in October, there would be a limit of one sign per tenant, and the ordinance would retain flexibility on the design of each sign, giving the council discretion to approve whatever they deem appropriate. No temporary banners on buildings would be allowed in the interim.

Tenants in Petaluma’s Plaza North, Plaza South, East Washington Place and Deer Creek Village would likely take advantage of the permitted signage. In East Washington Place, stores over 20,000 square feet – Target, Dick’s, TJ Maxx, Home Goods and Sprouts – would be eligible for 24-inch letters.

Planning staff noted that the ordinance simply allows tenants to apply for a sign permit through the city’s Site Plan and Architectural Review, it doesn’t mean a tenant is automatically entitled to a sign. Councilmember Mike Healy said that concept means the city could ask for building improvements from tenants in return for signage.

“This is an incentive that the city can put out there,” Healy said. “If you want a sign, you have to improve the rear elevation of your building. That’s a big deal.”

Healy also noted that freeway-facing signs at the Petaluma Outlet Mall, which vary in size and design, currently exist for stores as small as 3,000 square feet.

“I’ve never had complaints about those,” Healy said. “If it’s done tastefully, we can achieve this for the community and not clutter the community with unnecessary signs.”

A five-member council majority voted Monday night to move ahead with further development and a second reading of the ordinance on Oct. 6. Mayor David Glass recused himself from the agenda item because he owns stock in McDonald’s restaurants and was unclear if the chain would be effected by the ordinance.

Councilmember Teresa Barrett voted against the ordinance, saying that the signs would not be a “positive for Petaluma.”

“I’m continuing to vote no on this because I really do think it will add to urban blight here,” she said.

If the ordinance is adopted at the council’s Oct. 6 meeting, it would take effect 30 days thereafter.

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