Citywide
Wayfinding Sign Ordinance
File No: REZ23-009
1 March 26, 2024
City Council
Christian Candelaria, City Planner
Planning and Economic Development
Project Description
Zoning Code Amendments for Wayfinding Signage
• Business Wayfinding and Public/Civic Amenity Wayfinding • General Standards
• Eligible Criteria
• Design Standards
• Application Process
• Removal
• Definitions
• Renumbering Zoning Code Sections
• Transit Hub Signage
2 Project Timeline
3 • Railroad Square Business Wayfinding Pilot Program – March 2023 • Downtown Wayfinding Sign Program – September 2023
• Public Survey – October 9 to November 9, 2023
• Cultural Heritage Board – January 17, 2024
• Design Review Board – January 25, 2024
• Planning Commission – February 22, 2024
• City Council – March 26, 2024
• Ordinance in Effect – April 2024
Existing Signs
4 Downtown Public/Civic WayfindingRailroad Square Business Wayfinding 5 Definitions
Adding Wayfinding Sign and related terms to the Glossary • Business Wayfinding
• Public/Civic Amenity Wayfinding
• Sign Plaque
• Sign Post
• Sign Header
• Iconography
• Pictogram
Permitted Areas
6 Dimensions
7 Sign Post Sign Plaque Font Size
Maximum of 8 feet
in height
Maximum of 12-
inches in height by
24-inches in length
2-inches minimum
and 6-inches
maximum
Business names shall follow font size requirement
• Associated text with business can be smaller than 2-inches • Business name shall be more prominent
• Logos do not have a size requirement
• Businesses with just their name as the logo must follow font size requirement
Existing Sign Dimensions
8 Railroad Square Downtown
Sign Post Height: 8 feet Smallest: 7 feet in height
Tallest: 10 feet in height
Sign Plaque Height: 6.75-inches
Length: 17-inches
Height: 4-inches
Length: 20-inches
Font Size Smallest: 1/3-inch in height
Largest: 6-inches in height
Smallest: 1/3-inch in height
Largest: 1-inch in height
Railroad Square Signs
9 Railroad Square Map
10 Downtown Signs
11 Downtown Map
12 13
General Standards
• 3 Signposts Minimum for Program
• Public Right-of-Way Standards
• ADA Standards
• Traffic Standards
• Zoning Standards
14 Design Standards
• Walking Time Estimates allowed
• Flashing/Digital Signs prohibited
• Directional Arrows required
• Sign Header displaying the area’s name and imagery of the location
15 Business Wayfinding Standards
• 6 Sign Plaques allowed per business
• 1 Public/Civic Amenity Sign required per Signpost
• Iconography allowed
• Logos allowed
• Business phone numbers, physical addresses, QR codes, and website address text are prohibited
16 Public/Civic Wayfinding Standards
• Uniform design required including color palette, font sizes, font type
• English & Spanish text required
• Iconography required
• Directional Arrows required
17 Application Process
A Sign Program with an associated fee is required for each Wayfinding program submittal.
The following must also be included:
• Location Map
• Conceptual renderings scaled to each site location
• Color Palette
• Font Size
• Font Type
• Iconography
• Pictograms
• Directional Arrows
• Proposed Sign Plaques, Sign Header, and Signposts
• Dimensions
• Materials
• Physical mockup to scale
18 Transit Hub Signs
The City is working with the Metropolitan Transportation Commission (MTC) on Regional Transit Signage. Additional standards are proposed to separate from Wayfinding Sign Programs.
• Informational Kiosks
• Maps
• Transit Hub Signage
19 Public Survey
The Public Survey (English & Spanish) was open from October 9, 2023 to November 9, 2023 with over 400 individual respondents.
Themes of Common Comments:
• Cost for the City Budget and Applicants
• Sign Design
• Great for Tourism & Residents
• Promote Bike and Pedestrian usage
• City needs Emergency 911 Poles
• Signs not necessary due to present-day technology
• Remove all Wayfinding signs
• Public/Civic Amenities should be required and clear
• Too much long-term maintenance
• Code Enforcement needs to remove all ‘Sandwich Boards” • Remove Parking Meters to promote walkability with Wayfinding 20 Cultural Heritage Board Recommendations
The Cultural Heritage Board (CHB) provided recommendations to the proposed Zoning Code text amendment on January 17, 2024, the following have been included:
• Each signpost should have a sign header that clearly
demonstrates the name of the Preservation District.
• Businesses should use their individual logos.
• Incorporating Public/Civic Amenities should be a requirement for Business Wayfinding.
• Historic Landmarks should be counted toward complying with the required Public/Civic Amenity Wayfinding signage.
21 Design Review Board Recommendations
The Design Review Board (DRB) provided recommendations to the proposed Zoning Code text amendment on January 25, 2024, the following have been included:
• Sign plaque dimensions should 12-inches in height
• A Wayfinding Sign Program should include a minimum of 3 Signposts
• Create specific Sign Program application requirements • A Sign Header should be required for each Signpost
• Business logos should be used in business wayfinding. • Public/Civic Amenity Wayfinding should have a uniform design (color, font type and size)
• Use pictograms when legally required
22 DRB and CHB Recommendations
Not Included
The following recommendations have not been included :
• Overall design should match the historic character of the Preservation District
• Sign Posts should have a similar design to the character of the area
• Concept review by the DRB
• Concept review by the CHB
These recommendations would add discretion to the proposed ministerial process, which was not the intent. The Ordinance is intended to create a streamlined process. Adding discretionary review would add time and uncertainty.
23 Planning Commission
• The Planning Commission held a Public Hearing on February 22, 2024, and voted unanimously to recommend Council
adopt the ordinance
• The Commission agreed with the proposed language,
including keeping the process streamlined and ministerial (not adding the discretionary items recommended by the DRB and CHB)
24 Issues/Public Comment
• There are no unresolved issues as a result of staff review. • There have been no public comments for this item.
25 Environmental Review
California Environmental Quality Act (CEQA)
The proposed amendments have been reviewed in compliance with the California Environmental Quality Act (CEQA).
• Exempt under CEQA Guidelines Section 15060(c)(2) because they will not result in a direct or reasonably foreseeable indirect physical change in the environment
• Not a project as defined in CEQA Guidelines Section 15378, as they have no potential for resulting in a physical change in the environment, directly or indirectly
• Exempt under CEQA Guidelines Section 15303 and 15304 because they would add signs to existing City right-of-way
• Consistent with CEQA Section 15183, Projects consistent with a Community Plan, General Plan, or Zoning. (Santa Rosa General Plan, North Station Area Specific Plan, Downtown Station Area Specific Plan)
26 Required Findings
• The proposed amendment is consistent with the goals and policies of all elements of the General Plan, and any
applicable specific plan.
• The proposed amendment would not be detrimental to the public interest, health, safety, convenience, or welfare of the City.
• Additional finding for Zoning Code amendments: The
proposed amendment is internally consistent with other
applicable provisions of this Zoning Code.
• The proposed project has been reviewed in compliance with the California Environmental Quality Act (CEQA).
Recommendation
27 It is recommended by the Planning Commission and the Planning and Economic Development Department that the
Council 1) introduce an ordinance amending the text of Title 20 of the Santa Rosa City Code, Chapter 20-38, Signs, to provide standards for Wayfinding Signs, and Section 20-70.020,
Definitions of Specialized Terms and Phrases, to add definitions related to Wayfinding Signs, and 2) by resolution, establish Wayfinding Sign application fees.
Questions
28 Christian Candelaria, City Planner
Planning and Economic Development
[email protected]
(707) 543-3232