Drivers along Highway 101 in Petaluma may see more signs beckoning them to stop and shop. The City Council is preparing new rules governing freeway-oriented signs.
The new standards, which could go into effect this summer for large shopping centers, are an attempt to balance community aesthetics with a business desire to display familiar logos to thousands of potential customers whizzing by in cars.
The city has been grappling with the issue for two years, when developers unsuccessfully sought freeway-facing signs on the rear of Target and other buildings in the East Washington Place shopping center that backs up to Highway 101.
The developers asked for an exception to a city ordinance that prohibits freeway-oriented signs, those specifically designed to be seen from Highway 101.
The developer, Regency, was denied, as was Merlone Geier Partners, developers of the Friedman's Home Improvement-anchored Deer Creek Village shopping center on the east side of the freeway.
Owners of Plaza South and Plaza North centers north of East Washington Street at Highway 101 have said they support efforts to relax the no-sign law.
During the discussion, it became clear that several businesses have been allowed to erect signs that are focused toward freeway traffic. Some businesses have used a loophole allowing such signs if they face a freeway frontage road or can be called "directional" to guide drivers.
The new plan strives for a clearly defined sign program for the city's four Highway 101-adjacent shopping centers that creates "a harmonious, coordinated sign approach consistent with the character of the architecture and site design."
Essentially, that means no junky signs, no flashing Las Vegas neon and no color overload.
"The city has for years been saying they want more tax revenue, but to do that you've got to increase business," said Craig Woolmington of Woolmington-Smith Ventures of Orinda, which owns the Kmart-anchored Plaza North.
Councilwoman Teresa Barrett wants to minimize visual clutter.
"I think the signs in general make Petaluma look bad," she said. "I want to mitigate that as much as possible."
Planning commissioners suggested limiting signs to 2 feet high on the backs of buildings, with a total of 60 square feet of signage, inclusive of logos or flourishes. Santa Rosa allows 30 square feet of signage as tall as 18 inches, while some cities allow signs as tall as 48 inches, Planning Manager Heather Hines said.
"Something's better than nothing," Woolmington said. "Since we opened, everybody drives by and doesn't know we're here."
He said 2 feet seems small but may be workable with the square footage limit.
The council is considering allowing signs only on businesses over 20,000 square feet, typically the largest anchor tenant in a complex. Smaller stores wouldn't get a sign.
That bothered Councilman Chris Albertson, who said it puts smaller tenants like Lola's market at a disadvantage to big-box competitors like Raley's.
"I want the signage my neighbor has. I want to be able to compete," he said of the smaller stores.
Plus, he said, the 24-inch limit would be inconsistent with other larger signs already up, including the Sheraton hotel, the 101 Casino and Active Sports Clubs (formerly Club One). Those, like Calix and the automobile dealerships, have larger signs that technically face frontage roads, not the freeway, so they aren't governed by the freeway-oriented sign ordinance.
In the time the city has been discussing the issue, hundreds of trees have been removed during highway construction that used to block the unsightly back sides of several buildings, including Plaza North and South.
The plain rear walls, loading docks and storage areas of Raley's, Ross, Kmart and other buildings are now clearly visible. City Councilman Mike Healy said a new ordinance may solve that problem.
"Now that you have Plaza North and Plaza South visible from the freeway in a way they never were before, this is leverage to get the property owners to improve the rear facades of those buildings, which in some cases are not very attractive," he said. "This is the carrot we can offer to get there."
He also suggested smaller businesses be allowed proportionally smaller signs based on their square footage.
"It would be strange to allow Raley's to have a sign but not Trader Joe's," he said.
Woolmington said his company is planning a new parking lot in the Lola's and Kmart areas of Plaza North in addition to improving the rear walls.
"We'd been doing it anyway," he said. "All of a sudden, the backs of the buildings are visible. It makes sense we keep it attractive."
The ordinance changes likely will return to the council in July.
UPDATED: Please read and follow our commenting policy: