BACKGROUND:
Councilmember Nancy Ross reports that it has been her goal for some time to offer to the majority minority neighborhood in District 2 opportunities to elevate their surroundings by elevating the environment. Councilmember Ross proposes to do this by installing sign toppers within the neighborhood boundaries.
DISCUSSION:
Councilmember Ross has identified that the neighborhood in question is known today by several names, The Mile or The Square Mile or the South City but that no formal name has ever been attributed to the neighborhood. She suggests that one way to elevate the neighborhood is by adopting a formal name and then by installing sign toppers sharing that name with all that see it. Doing this will give a sense of place, helping to foster a real feeling of community by neighborhood branding.
To make sure this is something the residents want and to comply with the adopted city policy regarding sign toppers Councilmember Ross took the following steps:
1. In April of 2022, Councilmember Ross and volunteers walked the neighborhood, speaking to residents and placing the attached flyers at each house inviting them to two different neighborhood meetings at Ocotillo Park. The two dates were Thursday April 21st and Saturday May 7th. The flyers were printed double sided and in two languages.
2. During the meetings Councilmember Ross provided a bi-lingual questionnaire asking attendees if they would like a recognizable name for the neighborhood and if so, what they thought the best name would be.
3. Additionally, during the meetings neighbors were asked what they thought of sign toppers in their neighborhood and if they saw community value in this.
Councilmember Ross provided examples of sign toppers from other cities and asked them to share their favorite one or two. Based on the comments received Ocotillo Square was the favorite.
4. Councilmember Ross then had two mock-ups done for what a sign topper might look like using the two favorites from the meetings.
5. She then took the samples to the Public Arts Commission to ask them to weigh in on the artwork and to share what their thoughts were for a proposed sign topper.
They unanimously preferred the blue one, which is the recommended design.
6. On October 1 CM Ross hired students from the Cathedral City High School Choir to walk the neighborhood in teams, each with a chaperone, knocking on doors and asking if having these sign toppers in the neighborhood is something they would support or if they would prefer not to have any.
a. 191 people supported the idea
b. 6 people did not; and
c. 167 people were either not home, behind a gate (which there were 65 and some represented apartment complexes), had a no trespassing sign or a beware of dog sign. The students were asked to avoid each of those homes.
7. Attached is a map of the neighborhood. CM Ross is seeking Council authorization to install 21 sign toppers, of which 18 are in District 2 district and 3 are in District 1. CM Ross indicated that Mayor Pro Tem Lamb, who represents District 1, is aware that three of the toppers are in District 1.
As required by the Sign Topper policy, the application and supporting documents were submitted to Engineering and Public Works for review and to the City Manager. Staff review determined that the application, supporting documents and neighborhood consensus building efforts meet the intent of the Sign Topper policy.
FISCAL IMPACT:
The total cost to manufacture and install the 21 sign toppers is $5,455. Of this amount $4,690 will be paid from Councilmember Ross’ district improvement funds and $765 will be paid from Mayor Pro Tem Rita Lamb’s district improvement funds. Councilmember Ross is requesting that the Council authorize the waiver of the application fee of $194 and the staff report preparation fee of $209.