TO: LINDA REICH, CITY MANAGER
FROM: WARREN MORELION, AICP, DIRECTOR OF DEVELOPMENT SERVICES
SUBJECT
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Overview of Amendments to the Sign Code.
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RECOMMENDATION
1) Receive a presentation on proposed amendments to the Sign Code; and 2) Discuss and provide feedback to staff on content to be included in the Public Review Draft Sign Code.
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FISCAL IMPACT
This agenda item is a status report on the sign code update, therefore there are no financial impacts associated with this report.
CITY OF CHINO MISSION / VISION / VALUES / STRATEGIC ISSUES
The recommendation detailed above further the City’s values and strategic issues that serve as key pillars on which identified priorities, goals, and action plans are built, by fostering:
• Responsible Long-Range Planning
BACKGROUND
The City has initiated a comprehensive update to the City’s Sign Code. The proposed update addresses the Supreme Court case Reed v. Town of Gilbert, which requires sign regulations to be content neutral. The proposed updates also include reformatting the Sign Code to make it more user friendly, incorporating sign standards to implement new land use designations created by the 2045 General Plan, and adding standards for sign types currently not addressed in the Sign Code. The existing sign standards for permanent signs (such as sign area, height, and size requirements) as well as permitting procedures are generally maintained.
The proposed update was originally initiated to ensure the Sign Code incorporates content neutral sign regulations in accordance with the ruling in Reed v. Town of Gilbert. A content neutral regulation typically regulates the time, place and manner of a sign. This means that a city cannot regulate what a sign says, however a city can regulate where a sign is placed, the size of a sign, the number of signs, and in the case of temporary signs, how long the sign may be displayed.
ISSUES/ANALYSIS
The following is a summary of the proposed amendments to the City’s Sign Code:
• Temporary Signs. Standards for temporary signs have been updated to reflect content neutral standards for all temporary signs. Temporary and portable signs have been separated and are now proposed in four separate categories, which include wall mounted banners, A-frame signs, balloon displays, and yard signs. All temporary signs are required to be placed on private property, which is consistent with the current Sign Code requirements.
• Electronic Message Signs and Billboards. Historically, in the City electronic message signs have been very limited in where they are permitted. Currently, there are a total of three electronic message signs that exist in the City. These signs are located at Ruben S. Ayala Park, the Chino Fairgrounds, and at the Chino Hills Ford dealership. The sign located at Ruben S. Ayala Park has been enlarged and redesigned with a modern reader board sign to allow more advertising of City events, and the sign located at the Chino Hills Ford dealership is currently being furbished to enlarge the sign area and reflect modern standards. Staff is currently evaluating a broader range of electronic message signs to include options for electronic freeway billboards, electronic message signs along major roadways and in larger commercial centers, electronic reader boards at City facilities and transit stops, and electronic signs at EV charging stations throughout the City.
• Creative Signs. The current Sign Code does not provide a means of approval or standards for creative signs. This update seeks to create an approval process for creative signs that the City can support by allowing deviations to the Sign Code standards to promote innovative and aesthetically creative signs that further economic development in the City. The proposed amendments include creating two different processes to approve creative signs: one approved by the Director of Development Services and another higher level approved by the Planning Commission. It is staff’s goal to substantially boost the City’s visual quality and promoted economic development in the City by permitting signage that entices the public’s interest.
• Murals. The Sign Code currently does not permit murals Citywide. As part of the Sign Code update, staff will explore establishing a program for murals within the City. The update will establish mural guidelines, permitting process, and potential funding sources such as a Citywide art in public places fee. The addition of murals to the Sign Code is intended to further promote art in public places and to further create a unique and attractive sense of place.