City of Gonzales
COMMUNITY DEVELOPMENT DEPARTMENT
STAFF REPORT
TO: Honorable Mayor Rios and City Council
DATE: November 21, 2022
FROM: Taven Kinison Brown, Community Development Director THROUGH: Carmen Gil, Interim City Manager
SUBJECT: Explore the Idea of Installing 1-2 Digital-Screen(S) on City Owned Parcels Facing the 101 Freeway. the Sign(S) Would/Could Display Advertisements for National, Regional and Local Businesses, Civic Messages, and Emergency Communications
RECOMMENDATION
Although such signs are currently not permitted by the City’s Sign Code. Staff recommends the City Council:
• Receive a presentation by Legacy Signs and City staff to explore consideration of a potential communications and revenue generating opportunity; and • Direct staff to either:
1. Gather more information on the pros and cons of establishing a digital billboard on City-owned parcels; or
2.Develop an RFP seeking applicants like Legacy Signs to be potential partners in designing, building and establishing a digital billboard on City property that could generate revenue for the City.
BACKGROUND
City staff has been approached with a promising opportunity that can generate general purpose revenue for the City while serving multiple purposes at no expense to the City. Billboards are good communication tools AGENDA
ITEM
15 for promoting a business or brand but when they can be even more personalized with local information such as a City event, local businesses or High School celebration they can become even more crucial to the local infrastructure.
Billboard operators like Legacy Signs are looking for municipalities to work with to establish their business while providing a service to the community along with a revenue opportunity. In the case of digital billboard operator, Legacy Signs, they are proposing an opportunity where the business would be responsible for all sign operations and maintenance including all costs to design, permit and establish such a characterredefining sign/billboard on City-owned property. Therefore, staff thought it prudent to bring a presentation and rough analysis to the Council to determine if further consideration is warranted or desired.
REVIEW & ANALYSIS
Construction and size.
The proposed size of a digital billboard like the one Legacy Signs would like us to consider is of 70 feet from ground-level, capped by a 14-foot high by 45-foot length for a 630 square foot digital LED sign.
Materials and design can be chosen by City representatives, to fit in with the City’s current look and feel while creating a distinctive landmark that can identify the community and let all drivers know that they are entering or passing Gonzales.
Below are some examples of what the digital billboard could look like in the City.
Operations:
It is assumed that the sign could be operated according to any programmed or agreed upon schedule and brightness. Staff hypothesizes that an up-light or down-light could be shone on the suggested placement of the City logo to make it stand out.
Potential Benefits to the City:
Benefits to the City can include:
• Ability to communicate with the public about ongoing City events, emergencies and other important news
• All costs to produce the sign and landmark including permitting will be covered by billboard operator
• Promotion of local businesses to 101 traffic at a scaled down rate • All operations, designs and maintenance conducted by billboard operator • Revenue for the City
Location:
City-owned parcels that could host free-standing Freeway oriented sign(s) are shown on the map below.
Both are on the east side of Hwy 101, one with an orientation for southbound travelers, and a second for northbound travelers. Refer to the blue arrows below.
City Review with Adopted Codes and City Regulations
Adopted Codes and Regulations.
Currently there are City codes that prohibit this kind of billboard/signage. However, at Council’s direction those Codes could be looked at. Adjustments would need to be made in Code Sections for the Public Facilities District, Prohibited Signs, General Sign Regulations, Freestanding Freeway Signs, Public Interest Signs, and Temporary Political Signs.
The “Presence” of the Sign.
As 70-foot tall electronic display billboards appearing along Hwy 101 would be a potentially, “characterredefining” addition to the Gonzales and central Salinas Valley landscape, how can we assure a positive and progressive image is made?
• Require a Light study to assure no nuisance
• Visual Simulations particular to exact locations in Gonzales are needed.
Other Agencies with discretion on this matter.
California Department of Transportation (Caltrans).
Explain the Recommendation and How it Supports the Vision Gonzales will continue to be a safe, clean, family-friendly community, diverse in its heritage, and committed to working collaboratively to preserve and retain its small-town charm.
Explain: Such a sign could be designed, drawing from local architecture or community icons, to re-emphasize known visual elements to the City of Gonzales; the winery visible to Hwy 101, the water tower, mission style finishes of stucco and tile, silhouettes of the east or west valley mountain ranges, agricultural “reminders,” etc. Such designs may preserve and retain our small-town charm if done well. Public Service announcements being displayed lend themselves to informing the community of family-friendly and community-wide activities, as well as display alerts and information that can facilitate public safety.
Explain how the Recommendation Directly Implements the Mission The City Council and staff of the City of Gonzales will realize our Vision by providing the leadership, commitment, and resources necessary to provide excellent services that enhance the quality of life of our diverse community.
Explain: In addition to the attributes discussed above, the City can demonstrate bold leadership by allowing such a sign to serve community interests, as well as local, regional and broader commercial interests. Furthermore, the city can offer rather idle public properties for site locations (drainage pond resources), that will not detract from or subtract from our limited private property commercial site opportunities.
City services will be delivered in a cost-effective, respectful, and friendly manner to ensure the safety and well-being of the residents and the promotion of business, recreational, housing and employment opportunities in an environmentally sustainable manner.
Explain: It could be the City’s intention to allow such a sign completely at the sign company’s expense, and for the City to collect rent or annual lease payments for the use of public properties.
As such, collecting rent without expenses should prove to be a net positive gain for the City’s budget. Additionally, with the greater exposure of local businesses that could display ads, we would hope for increased local commercial activity that would benefit private local businesses as well as result in enhanced retail sales tax collection.
Strong fiscal policies allow us to provide appropriate infrastructure for:
• Public Safety X Yes No N/A
• Housing X Yes No N/A
• Recreation X Yes No N/A
• Environment X Yes No N/A
• Education X Yes No N/A
Explain: See above explanations.
ALTERNATIVES
Following the presentation be Legacy Signs; the Council may consider the following alternatives:
o Direct staff to discontinue considering digital billboard opportunities, or o Request additional information, such as:
• A “before-and-after” Market Study.
• Demonstrate how local businesses who advertise on freeway signs have benefitted from the highway exposure.
• Examine reported pros and cons of such signs/billboards. o The Council could additionally form a subcommittee of Planning Commissioners, Council Members, the Community Development Director and City Manager to explore the opportunity further.
o Or combinations of Alternatives 2 and 3 or a unique motion by the Council.
BUDGET IMPACT
Placing a digital billboard designed as a City landmark on city-owned property would bring in significant revenue for the City in which we can use for general purposes.
CONCLUSION
Although such signs are currently not permitted by the City’s Sign Code. Staff recommends the City Council:
• Receive a presentation by Legacy Signs and City staff to explore consideration of a potential communications and revenue generating opportunity; and • Direct staff to either:
1. Gather more information on the pros and cons of establishing a digital billboard on City-owned parcels; or
2. Develop an RFP seeking applicants like Legacy Signs to be potential partners in designing, building and establishing a digital billboard on City property that could generate revenue for the City.
Attachments:
1. Powerpoint Presentation