TO: LINDA REICH, CITY MANAGER
FROM: WARREN MORELION, AICP, DIRECTOR OF DEVELOPMENT SERVICES
SUBJECT
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Introduction of Ordinance 2026-007 - Sign Code Amendment (PL26-0057).
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RECOMMENDATION
recommendation
1) Conduct a Public Hearing; 2) Approve the introduction of Ordinance No. 2026-007, adopting PL26-0057 (Sign Code Amendment) a comprehensive update to Title 16 (Sign Code) of the Chino Municipal Code, to be read by number and title only, and waive further reading of the Ordinance.
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FISCAL IMPACT
There is no fiscal impact resulting from these changes to the Sign Code. This item is a comprehensive update to the Sign Code and does not involve any future expenditures.
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:
• Superior Customer Service
• Financial Stability
• Responsible Long-Range Planning
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BACKGROUND
The Sign Code was last updated on August 19, 2011, and amended in April 2016. The City is now pursuing a comprehensive update to address the Supreme Court case Reed v. Town of Gilbert, which requires sign regulations to be content neutral and to implement the 2045 General Plan. The proposed amendments include ensuring the Sign Code is content neutral, reformatting the Sign Code for ease of use, 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.
A joint City Council and the Planning Commission study session was held on January 13, 2026, to review the proposed amendments and provide feedback. Direction and feedback obtained by the Planning Commission and City Council is included in the final draft of the Sign Code. Additionally, staff met with the Chino Valley Real Estate Professionals, the Chino Valley Chamber of Commerce, and the Building Industry Association of Southern California for public input.
On June 17, 2026, the Planning Commission reviewed the proposed update. No public comments were received at the Planning Commission hearing regarding the proposed amendments. The Planning Commission did have questions on regulations for murals and recommended approval of the ordinance with no changes to the City Council by a 6-0 vote.
ISSUES/ANALYSIS
Since the Sign Code is being reformatted, including the way sign standards are displayed in the tables, it is impossible to discuss all changes in detail in this staff report. The following is a summary of the major amendments being proposed.
• Content Neutrality. 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. The current Sign Code contains regulations and restrictions regarding the content of a sign. Additionally, signs are also placed into categories based off their content, which are then subject to specific regulations. The proposed update to the Sign Code will eliminate such regulations and contain more general and equal standards pertaining to 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.
• New Land Use Designations. The adopted 2045 General Plan implemented new land use designations which are not accounted for in the current Sign Code. These land use designations include Regional Mixed Use, Boulevard Mixed Use, and Employment Mixed Use. The former Commercial Office zoning district was eliminated and grouped into the Business Park zoning district. The updated Sign Code will include these new and changed designations to be consistent with the new General Plan and the proposed Zoning Code.
• Portable and 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. Additional regulations will remain in place to ensure that portable and temporary signs do not create distractions.
• Murals. The current Sign Code does not permit murals Citywide. The proposed update will establish a mural program for future murals located on the exterior walls of buildings. The program establishes an approval process for future applicants, which must be obtained through an administrative process. Mural standards such as size, height, location, and materials are included. In addition, restrictions will be set in place which prohibit advertising and crude or obscene imagery. Maintenance protocols for murals are included to ensure their long-term preservation and optimal appearance. 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.
• Creative Signs. The current Sign Code does not provide a means of approval or standards for signs that exhibit a unique, high-quality design but do not conform with the City’s Sign Code. The proposed update will establish a new sign type, Creative Sign and establish standards to promote innovative and aesthetically creative signs that further economic development in the City. Additionally, the update establishes an approval process and for creative signs that the City can support by allowing deviations to the Sign Code. The proposed Sign Code will establish findings of fact that applicants will need to meet to be granted approval from the Director of Development Services. The incorporation of creative signs into the comprehensive Sign Code update will substantially boost the City’s visual quality and promote economic development in the City by permitting signage that entices the public’s interest.
• Electronic Message Signs and Billboards. Electronic message signs are signs that can display and change electronic messages and illustrations and are intended for use on private commercial properties. Electronic billboards contain these same elements but are intended for use in the public right of way. Electronic message signs have been very limited as they are currently only permitted in auto malls, community and regional parks, and the Chino Junior Fairgrounds. 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 Junior Fairgrounds, and at the Chino Ford dealership. The proposed update to the Sign Code would expand the allowance of electronic message boards into the following zoning districts: Commercial General (CG), Regional Mixed Use (RMU), Boulevard Mixed Use (BMU), and Open Space (OS1 and OS2). Standards for electronic message signs, which include sign area, height, illumination and location are included in this update. To prevent an overconcentration of electronic message signs, only one electronic sign is allowed per parcel, and they must be at least 600 feet away from another electronic sign. In addition, electronic signage will only be permitted in commercial centers greater than one acre in size. Digital billboards will be covered by the Zoning Code because they will be regulated by land use and not the Sign Code. The location and standards for digital billboards will be negotiated between the City and the billboard operator through a Development Agreement and may require the operator to provide community benefits.
• Glossary. A new glossary section will be added to the Sign Code and will list terms and definitions that are referenced throughout the ordinance. Many of the terms and definitions will be for specific sign types and terminology and will be accompanied by example photos. This will help readers with different levels of expertise further understand this document and reduce confusion. The addition of a glossary to the Sign Code will boost the user experience and foster an improved learning experience.
PUBLIC NOTICE
A notice was published in the Chino Champion on June 27, 2026. The notice meets the legal noticing requirements and is adequate in scope for this project. To date, no comments have been received.
ENVIRONMENTAL REVIEW
The Zone Ordinance Amendment is exempt from the provisions of the California Environmental Quality Act (“CEQA”) pursuant to Sections 15060(c)(3), Common Sense Exemption, in that it can be seen with certainty that there is no possibility for this action to have a significant effect on the environment, individual development applications will be reviewed under CEQA as they are proposed, and the changes are consistent with the goals and policies of the General Plan and will bring the City’s code into compliance with State and Federal Laws.
Attachment - Ordinance 2026-007