ACTION:
____________________________
Clerk/Secretary
Department: Community Development Item No: PH2
Prepared by: Joe Vacca, Community Development Director Meeting Date: April 22, 2025 Approved by: John Conley, City Manager Agenda Location: Public Hearing
SUBJECT: CODE AMENDMENT TO CHAPTER 18.52, SIGN REQUIREMENTS, TO ALLOW A-
FRAME SIGNS IN VISTA BUSINESS PARK SPECIFIC PLAN AND SPECIFIC PLAN NO. 14. AND CONSIDER A WAYFINDING SIGN CONCEPT FOR TASTING ROOMS
RECOMMENDATION:
1. Open, conduct, and close a public hearing to receive testimony regarding the Development Code Amendment to Chapter 18.52 Signs on Private Property, Portable Sign Requirements to allow A- Frame signs for establishments in Vista Business Park Specific Plan and Specific Plan No. 14.
2. Adopt Ordinance No. 2025- , amending Chapter 18.52 of the Vista Development Code to update signs on private property requirements to allow for portable signs in the Vista Business Park Specific Plan and Specific Plan 14.
3. City Council to consider, discuss the Wayfinding Sign plan concept for identifying tasting rooms, and provide direction to staff to conduct an RFP, enter a contract and begin implementation.
CORRELATION TO CITY COUNCIL GOALS: Economic Development.
PRIOR ACTION: On November 12, 2024, discussed A-Frame signs in the Vista Business Park Specific Plan 14 for retail businesses and directed staff to bring a discussion item before the Planning Commission to develop recommendations for temporary A-Frame sign program and permanent wayfinding signage that incorporates public art and report back to the City Council (Vote: 5-0).
A comprehensive list of prior City Council actions is included as Exhibit 6.
PRIOR PLANNING COMMISSION ACTION: On March 18, 2025, adopted Planning Commission Resolution No. 2025-07, recommending City Council approval of an ordinance amending Chapter
18.52 of the Development Code related to signs on private property, portable signs (Vote: 5-0, Looney and Hastings absent)
STATEMENT ON THE SUBJECT: Based on City Council direction, staff has prepared amendments to the sign ordinance for temporary signs and a concept for permanent Wayfinding signage directing people to tasting rooms, Citywide.
• The Vista Development Code, Chapter 18.52, currently allows A-Frame signs only in the Downtown Vista Business Improvement District (BID) areas, defined as Portable Signs:
AGENDA
REPORT
CITY COUNCIL
COMMUNITY DEVELOPMENT COMMISSION
SUCCESSOR AGENCY
BUENA SANITATION DISTRICT
JOINT POWERS FINANCING AUTHORITY
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MEETING DATE: April 22, 2025 PAGE 2
SUBJECT: CODE AMENDMENT TO CHAPTER 18.52, SIGN REQUIREMENTS, TO ALLOW A-
FRAME SIGNS IN VISTA BUSINESS PARK SPECIFIC PLAN AND SPECIFIC PLAN NO. 14. AND CONSIDER A WAYFINDING SIGN CONCEPT FOR TASTING ROOMS.
“Portable sign” means any sign, not personally held or attended, which can be easily moved from place to place which is not permanently affixed to the ground or to a building. Hand held signs are not within this definition.
Project Description. The proposal amends Vista Development Code Chapter 18.52, Signs on Private Property. Specifically, to update Table 18.52.60A Sign Type Matrix, Portable signs, (A-Frame signs) requirements to allow for portable signs on private property, as follows:
• Within the Vista Business Park Specific Plan (VBPSP) and within Specific Plan No. 14 (SP-14) areas, with map exhibits for both of these areas to be attached to the sign ordinance. • In these areas, establishments can obtain a permit to display a maximum of two portable signs on private property outside the public right-of-way, and immediately in front of the advertised establishment.
• Portable signs to be displayed only during regular business hours. • A multi-tenant property in these areas can obtain a comprehensive sign program permit to allow for a maximum of one portable sign for each establishment. • The existing sign requirements that allow establishments to use portable signs in the Designated BID Areas in Downtown Vista is not changing at all; (this currently includes the allowances for these signs to be on City Property in compliance with Code Section 12.20.060 – again, no change to this).
There are no other changes proposed to Chapter 18.52.
Also, based on the direction of the City Council, staff has prepared a concept for permanent Wayfinding signage, that would direct people to tasting rooms, Citywide. The Wayfinding - Sign Program Concept, for Vista’s Tasting Rooms, Citywide, is as follows:
• Economic Development to conduct an RFP to find a “Wayfinding - Sign Contractor” and enter into a contract/agreement, that is to include community engagement to establish Wayfinding signs for Vista’s “Hop’s Highway” or “Vista’s Tasting Rooms”, applicable Citywide, for all adult beverage tasting rooms.
• Contractor to identify Location Clusters of tasting rooms. • This is an Economic Development tool and therefore the City (staff/contractor) cannot identify individual businesses:
1. Wayfinding signs cannot identify any individual business (No billboards).
2. Taxpayer funded for public benefit, safety for travelers, with visual cues of Wayfinding street signs providing guidance to locations.
• This is an Economic Development initiative to bring greater awareness to the general areas of our City’s local tasting rooms and to provide more opportunities for adult beverage, craft boutique business visits and enhanced tourism as Vista being a destination community for tourists.
• Signs are to identify tasting rooms only to include “Tasting Rooms” for all types of adult beverages made and offered in Vista such as; Wineries, Distilleries, Breweries, Meaderies, Seltzers, and Kombucha brewers. Economic Development to work with contractor to update the existing google map (attached) of current locations of businesses and appropriate sign 04/22/2025
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MEETING DATE: April 22, 2025 PAGE 3
SUBJECT: CODE AMENDMENT TO CHAPTER 18.52, SIGN REQUIREMENTS, TO ALLOW A-
FRAME SIGNS IN VISTA BUSINESS PARK SPECIFIC PLAN AND SPECIFIC PLAN NO. 14. AND CONSIDER A WAYFINDING SIGN CONCEPT FOR TASTING ROOMS.
locations. The concept includes having a map prepared for the City website/ possibly an app showing the tasting rooms by typology, example as follows:
Sign Tasting Room Map to use Typology of Legends
����Wine ���� �� � �� ��� � �Beer �� ����� � Mead / Ciders ������� � �� Cocktail Distillery ���Kombucha
Staff Review. The proposed code amendment is being presented at the direction of the City Council.
Therefore, staff has completed this work on the proposed sign ordinance amendment for allowing temporary signs in the VBPSP and SP-14, and Wayfinding signage concept, which both further improve the City’s ability to enhance tourism and support economic development. This is also consistent with the Land Use and Community Identity Element of the General Plan, specifically the below stated policies:
• 1.1 - Require the application of the City of Vista Design Guidelines, including site design, architecture, lighting, and signage, when reviewing and approving new development and redevelopment.
• 7.1 - Maintain sufficient flexibility in the types of uses allowed in commercially and industrially designated areas to address changes in market conditions and to encourage competition, provided these uses are environmentally safe and will not have adverse impacts on surrounding properties, businesses, and the population. • 7.2 - Promote regionally oriented commercial development along the SR -78 corridor to serve the traveling public and provide freeway - oriented uses where direct access is available. • 7.4 - Promote Vista as a desirable place to do business by ensuring it has a positive image and identity, quality development, and attractive streetscapes and gateways. • 7.5 - Evaluate zoning standards and modify them, as appropriate, to remain responsive to changes in market conditions and employment trends.
The proposed amendment would further improve the City’s ability to identify businesses and business clusters for local City of Vista tourism and economic development, consistent with policies, as outlined above, in the Land Use and Community Identity Element of the General Plan. The amendments would result in updating sign code requirements on private property, and, therefore, are exempt pursuant to CEQA Guidelines Section 15061(b)(3), the “Common Sense” exemption, because there is no possibility that proposed amendments to the code may have a significant effect on the environment.
Planning Commission Recommendation. The Planning Commission reviewed the proposed project at its March 18, 2025, Public Hearing. The Commission received written and verbal public comments in support of both the proposed amendments to the portable sign regulations and the Wayfinding Sign concept. During Commission discussion, the following key points were raised:
• Clarification was requested on whether the Wayfinding Sign Program must be publicly funded or could be managed through private efforts.
• Does the wayfinding sign proposal need to be government funded or could it be put out to the private sector?
o Staff noted that while a privately managed program was once anticipated, there is currently no active organization (e.g., Vista Brewers Guild) positioned to take on this role. 04/22/2025
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MEETING DATE: April 22, 2025 PAGE 4
SUBJECT: CODE AMENDMENT TO CHAPTER 18.52, SIGN REQUIREMENTS, TO ALLOW A-
FRAME SIGNS IN VISTA BUSINESS PARK SPECIFIC PLAN AND SPECIFIC PLAN NO. 14. AND CONSIDER A WAYFINDING SIGN CONCEPT FOR TASTING ROOMS.
• Commissioners emphasized the importance of signage not only for business visibility but also to help consumers discover other nearby establishments.
• Staff clarified that portable signs must be located on private property (not in the public right -of- way), limited to regular business hours, and that multi -tenant properties would require a coordinated sign program to avoid sign clutter.
Following discussion, the Commission voted to support the proposed amendments to Chapter 18.52 of the Vista Development Code to allow portable signs in the VBPSP and SP-14. The Commission also supported the Wayfinding Sign concept and recommended the City Council direct staff to move forward with implementation efforts.
FISCAL IMPACT: There is no direct fiscal impact related to this discussion item.
EXHIBITS:
1. City Council Ordinance No. 2025- , amending Chapter 18.52 of the Vista Development Code to update signs on private property requirements to allow for portable signs in the Vista Business Park Specific Plan and Specific Plan 14
2. Redline of Development Code Amendment Chapter 18.52, Table 18.52.060A
3. Wayfinding Sign Program Concept
4. Breweries, Wineries and Distilleries Google Map (from Economic Development)
5. Prior City Council Actions
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O
RDINANCE NO. 2025-
AN ORDINANCE OF THE CITY COUNCIL OF THE CHARTERED CITY OF VISTA, CALIFORNIA, AMENDING CHAPTER 18.52 OF THE VISTA
DEVELOPMENT CODE TO UPDATE SIGNS ON PRIVATE PROPERTY
REQUIREMENTS TO ALLOW FOR PORTABLE SIGNS IN THE VISTA
BUSINESS PARK SPECIFIC PLAN AND SPECIFIC PLAN NO. 14
The City Council of the City of Vista does ordain as follows:
1. Findings. The City Council hereby finds and declares the following:
A. This ordinance is enacted by the City Council pursuant to its authority under the Charter of the City of Vista and Article 11, Section 7 of the California Constitution.
B. The City intends to amend Chapter 18.52, of the Development Code, to update signs on private property requirements to allow for portable signs in the Vista Business Park Specific Plan and Specific Plan No. 14 areas.
C. The proposed Development Code amendments would be consistent with the General Plan Land Use and Community Identity Element, Policies 1.1; and, 7.1., 7.2., 7.4., and
7.5. D. The proposed amendments to Chapter 18.52, Table 18.52.060.A of the Development Code would update requirements for portable signs (A-Frame signs) to allow them in the Vista Business Park Specific Plan and Specific Plan No. 14 areas, so that an establishment can obtain a permit to display a maximum of two portable signs, and a multi-teant property can obtain a comprehensive sign program permit to allow for a maximum of one portable sign for each establishment. Such signs must be placed outside the public right-of-way and immediately in front of the advertised establishment, and may only be displayed during regular business hours. The proposed amendments are exempt pursuant to CEQA Guidelines Section 15061(b)(3), the “Common Sense” exemption, because there is no possiblity that the proposed amendments may have a significant effect on the environment.
2. Code Amendment.
A. Chapter 18.52, Signs on Private Property, Table 18.52.060A, Sign Types Matrix, is amended, as follows:
[Continued on page 2]
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EXHIBIT 1
ORDINANCE NO. 2025-
CITY COUNCIL OF THE CHARTERED CITY OF VISTA
PAGE 2
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ORDINANCE NO. 2025-
CITY COUNCIL OF THE CHARTERED CITY OF VISTA
PAGE 3
B. Chapter 18.52, Signs on Private Property, Table 18.52.060A, Sign Types Matrix, is amended to add “Exhibit B – Vista Business Park Specific Plan Area”, as follows:
Exhibit B – Vista Business Park Specific Plan Area
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ORDINANCE NO. 2025-
CITY COUNCIL OF THE CHARTERED CITY OF VISTA
PAGE 4
C. Chapter 18.52, Signs on Private Property, Table 18.52.060A, Sign Types Matrix, is amended to add “Exhibit C – Specific Plan No. 14 Area”, as follows:
Exhibit C – Specific Plan No. 14 Area
4. Severability. If any word, sentence, paragraph, or other portion of this ordinance is deemed to be invalid or unenforceable for any reason by a court of competent jurisdiction, the City Council declares its intent that all remaining words, sentences, paragraphs or portions of this ordinance not held to be invalid or unenforceable shall remain in full force and effect, and 04/22/2025
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ORDINANCE NO. 2025-
CITY COUNCIL OF THE CHARTERED CITY OF VISTA
PAGE 5
shall be so construed, as if the original ordinance did not contain the invalid or unenforceable language.
5. Effective Date. This Ordinance shall be effective on the thirty-first day following the date of its adoption.
6. Adoption. INTRODUCED AND ADOPTED at a meeting of the City Council held on April 22, 2025 by the following vote:
AYES:
NOES:
ABSTAIN:
APPROVED AS TO FORM:
WALTER CHUNG, CITY ATTORNEY
By:
APPROVED
Walter C. Chung
20250414073136
JOHN FRANKLIN, MAYOR
ATTEST:
KATHY VALDEZ, CITY CLERK
By:
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Table 18.52.060A
Sign Types Matrix
Sign Type Permitted
Zones
Maximum Number
of Signs Permitted
Maximum Size
per Sign (based
on Sign Area
unless otherwise
specified)
Maximum
Height per
Sign
Sign Permits Required
(separate building
permits may be
required, to be
determined at submittal)
Other Special
Considerations (for the
specific type of sign
being proposed)
Portable Allowed within
the Designated
BID Areas
(see Exhibit A)
immediately in
front of the
advertised
establishment.
The intent is to
help create a
pedestrian-
oriented
environment
and enhance
the overall
downtown
character.
A
llowed within
the Vista
Business Park
Specific Plan
(see Exhibit B)
A
llowed within
Specific Plan
No. 14 (see
Exhibit C).
An establishment in
the Designated BID
Areas, can display
only one portable
sign pursuant to the
combined operation
of this Section and
Section 12.20.060,
(Signs on City
Property), provided
that no more than
two portable signs
can be displayed for
any one building.
I
n the Vista
Business Park
Specific Plan and in
Specific Plan No.
14, an establishment
can display a
maximum of two
portable signs, and
a multi-tenant
property shall obtain
a comprehensive
sign program to
allow for a maximum
of one portable sign
for each
establishment.
6 sq. ft. per side
(maximum 2 ft. in
width).
3 ft. Sign Permit –
Administrative
Removable lettering shall
be prohibited. Use of
chalk or dry erase board
as sign area may be
allowed. Illuminated or
animated signs are
prohibited.
T
o be displayed only
during regular business
hours.
P
ortable signs permitted
within the Vista Business
Park Specific Plan, and
within Specific Plan No.
14, shall be on private
property outside the
public right-of-way, and
immediately in front of
the advertised
establishment.
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EXHIBIT 2
Way Finding Vista’s Tasting Rooms Sign Program Concept
Director of Economic Development, (Larry) to conduct RFP to find a Wayfinding Sign Contractor a
nd enter into a contract, to include community engagement to establish Wayfinding signs for “
Hop’s Highway” or “Vista’s Tasting Rooms” applicable Citywide for all tasting rooms. Contractor to identify Location Clusters of tasting rooms. This is an Economic Development tool and therefore we (staff/contractor) cannot identify individual businesses:
1. W
ayfinding signs can’t Identify any individual business (No billboards).
2. T
axpayer funded for public benefit, safety for travelers, with visual cues of Wayfinding street signs providing guidance to locations.
This is an Economic Development initiative to bring greater awareness to the general areas of o
ur City’s local tasting rooms and to provide more opportunities for adult beverage craft boutique business visits and enhanced tourism as Vista being a destination community for to
urists.
Signs are to identify tasting rooms only to include “Tasting Rooms” for all types of beverages made and offered in Vista such as; Wineries, Distilleries, Breweries, Meaderies, Seltzers, and Kombucha brewers. Economic Development to work with contractor to update the existing google map (attached) of current locations of businesses and appropriate sign locations. The concept includes having a map prepared for the City website / possibly an app showing the tasting rooms by typology (emojis), example as follows:
Sign Tasting Room Map to use Typology of Legends
����Wine ���� �� � �� ��� � �Beer
�� ����� � Mead / Ciders
������� � �� Cocktail Distillery
���Kombucha
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EXHIBIT 3
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EXHIBIT 4
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PRIOR CITY COUNCIL ACTIONS
On November 12, 2024, discussed A-Frame signs in the Vista Business Park Specific Plan 14 for retail businesses and directed staff to bring a discussion item before the Planning Commission to develop recommendations for temporary A-Frame sign program and permanent wayfinding signage that incorporates public art and report back to the City Council (Vote: 5-0).
On June 2, 2020, introduced and adopted City Council Ordinance No. 2020- 9, temporarily relaxing regulations related to signage for all businesses and outdoor seating for restaurants and microbreweries due to the local emergency created by the COVID-19 pandemic ( Vote: 5-0).
On May 26, 2020, discussed recommendations to help businesses reopen and regain lost business as a result of the COVID- 19 pandemic and, by consensus, directed staff to draft an urgency ordinance that would allow businesses to increase signage and restaurants and microbreweries to use outdoor space for additional seating ( No Vote).
On September 28, 2010, adopted City Council Resolution No. 2010- 136, approving a Negative Declaration for an Ordinance amending Chapters 18.04 and 18.52 of the Vista Development Code relating to sign regulations; and introduced and adopted City Council Ordinance No. 2010- 16, (Planning Commission approved version), amending Chapters 18.04 and 18.52 of the Vista Development Code relating to sign regulations ( Vote: 5-0). On
January 27, 2009, a workshop with the City Council covered the results of the sign inventory; staff received additional direction regarding sign ordinance revisions; and code enforcement efforts were discussed ( Vote: Consensus).
On April 1, 2008, a workshop with the City Council covered issues regarding sign regulations and City' s ongoing efforts for improving commercial signage. At this workshop, staff also obtained specific direction on desired changes to existing sign regulations ( Vote: Consensus).
On April 17, 2007, the City Council held a workshop to discuss code enforcement and sign related issues. At this meeting, among other code enforcement items, Council directed staff to complete a sign inventory; amend the sign ordinance to strengthen regulations for temporary signage; and bring back proposed changes to sign regulations following completion of the sign inventory ( Vote: Consensus). 04/22/2025
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EXHIBIT 5