Staff Report – Study Session; Electronic Reader Board Signs Page 1 of 7
STAFF REPORT
TO: Mayor and Members of the City Council
FROM: Brad Donohue, Planning Director
Lorraine Weiss, APA, Principal Planner
VIA: Dan Barros, City Manager
MEETING DATE: April 8, 2026
SUBJECT: Study Session – LED Reader Board Signs
RECOMMENDATION
This is a study session for informational purposes only. No City Council action will be taken; the purpose of this study session is to allow the City Council to consider LED electronic reader board sign locations, heights, and sizes and provide comments, feedback, and direction to staff.
COUNCIL ADOPTED VALUES
The City Council’s review and discussion of reader board signs is consistent with responsibility and vision as it furthers the Town’s efforts to provide signage consistent with General Plan and Municipal Code.
BACKGROUND
At its meeting of January 14, 2026, the City Council held a Study Session to consider LED electronic reader board signs and their various features for installation at two locations: 1) the corner of El Camino Real and Serramonte Boulevard in front of the Police Department, and 2) in front of the Colma Community Center fronting Hillside Boulevard. Staff requested that the Council consider the following criteria:
• Size
• Black and white or color
• Speed (technical)
• Sensor based on weather conditions.
• Location
The Council heard the staff presentation, and asked questions of staff. The Council provided the following comments and directions to staff:
• Provide story poles at each site for each sign.
• Provide dimension from grade to bottom of each sign.
Staff Report – Study Session; Electronic Reader Board Signs Page 2 of 7 • For the Community Center sign, consider a location further south in front of the parking area.
• Provide weather sensors on signs.
• Provide internal illumination and control brightness during the day and night. • Colored signs were preferable.
ANALYSIS
Subsequent to the January 14, 2026 Study Session, staff reviewed the sign locations at each of the sites at 1) the corner of El Camino Real and Serramonte Boulevard in front of the Police Department, and 2) in front of the Colma Community Center fronting Hillside Avenue.
Police Department Sign
Having reviewed the sign location at the Police Department, staff determined that it is appropriate at the approximate same sign placement as the existing temporary wood sign between the tiered wall and the Police Department building wall. Sign dimensions for this sign are approximately
10.5’ wide by 5.5’ high, and 2.5’ from grade to bottom of sign. Story poles have been installed in this location. Please refer to photos below for story poles at this location.
Photo 1: Police Station - Driving east on Serramonte Boulevard to El Camino Real
Staff Report – Study Session; Electronic Reader Board Signs Page 3 of 7 Photo 2: Police Station – Driving in left turn lane on Serramonte Boulevard
Photo 3: Police Station - Driving southbound on El Camino Real approaching the intersection
Staff Report – Study Session; Electronic Reader Board Signs Page 4 of 7 Photo 4: Police Station – Driving northbound on El Camino Real approaching the intersection
Colma Community Center Sign
Staff considered the location of the Colma Community Center sign where the existing temporary wood sign is located. A permanent sign in this location would partially obscure the existing pedestrian crossing sign adjacent to the crosswalk and block visibility of the Historic Train Depot.
An alternative location is considered further south along Hillside Boulevard adjacent to the parking lot. This would be a double-faced sign that is perpendicular to Hillside Boulevard. Sign dimensions for this sign are approximately 10.5’ wide by 5.5’ high, and 10’ from grade to bottom of sign.
Story poles have been installed in this location. Please refer to photos below for story poles at this sign location.
Staff Report – Study Session; Electronic Reader Board Signs Page 5 of 7 Photo 1: Community Center - Driving southbound on Hillside Boulevard
Photo 2: Driving southbound on Hillside Boulevard near the sign
Staff Report – Study Session; Electronic Reader Board Signs Page 6 of 7 Photo 3: Community Center - Driving across the street northbound on Hillside Boulevard
This location would require the removal of several trees including the two trees to the north of the sign along Hillside Boulevard and two trees to the south of the sign fronting this street. In addition, a small portion of the low-lying shrubbery in the landscape strip along the street frontage would need to be removed for the sign location.
The intent for this sign is that it would be visible as one drives in a southbound direction along El Camino Real from F Street and once nearby, the driveway could read the message on the sign.
Likewise, in the opposite direction, the sign should be seen as one drives in a northbound direction along Hillside Boulevard once passed Serramonte Boulevard. It can be difficult to view the message on the reader board if the sign is too high up as one would be looking upward in their car and may not even see the information. See Photo 4 below.
What is an appropriate overall sign height for this Community Center location? The Council should provide comment on their impressions of this sign.
Staff Report – Study Session; Electronic Reader Board Signs Page 7 of 7 Photo 4: Community Center – Sign Height
ENVIRONMENTAL
The City Council's consideration of the study session item is exempt from environmental review pursuant to CEQA Guideline 15306 as information collection to determine the appropriate reader board sign to purchase with any further environmental review to be conducted, or determined to be exempt, based on the City Council's selection of the sign and installation option.
FISCAL IMPACT
On June 25, 2025, the City Council adopted the Capital Improvement Projects (CIP) Budget for Fiscal Year 2025-2026. Included within this CIP Budget is $150,000 for two reader board signs.
An estimate from Planar, the manufacturer vendor, for the three (one double-faced sign and one individual sign) reader board signs, has been provided which provides a higher level of specification and detail than originally known. Also, we do not have a construction estimate. The project is likely to cost approximately $300,000 for both locations, or double the original estimate.
The Town will incur the cost of purchasing the reader board signs, preparing plans and installing the signs at their respective locations. The signs have already been funded partially by adoption of the CIP budget for fiscal year 2025-2026 ($150,000).
NEXT STEPS
Upon City Council direction, staff will prepare Plans, Specifications, and Estimates (PS&E) to present to the City Council for approval to go out to bid.