City of Ashland, Oregon / City Recorder / City Council Information / Packet Archives / Year 2004 / 12/21 / Sign Code
Sign Code
Council
Communication
Sign Code - Request for Ordinance Amendment Regarding
the Maximum Number of Building Frontages
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| Meeting Date: |
December 21, 2004 |
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Primary Staff Contact: |
John McLaughlin, 552-2043 mac@ashland.or.us |
| Department: |
Community Development |
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Secondary Staff Contact: |
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| Contributing Departments: |
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| Approval: |
Gino Grimaldi |
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Statement:
Brent Thompson appeared before the Council on November 2, 2004 during Public
Forum, requesting that the City Council consider an ordinance amendment to
the Sign Code regarding the number of frontages a building can have for signage.
Section 18.96.080.A.1. states that no business shall be credited with more
than two business frontages. A business frontage is defined as "a lineal
front footage of a building or portion thereof devoted to a specific business
or enterprise, and having an entrance/exit open to the general public"
(18.96.020.7.).
Mr. Thompson explained the situation regarding his building at Oak and A
Streets, the former Cantwell's Market, currently being remodeled for a variety
of business uses. The building has structural faces on three streets (Oak,
A, and Pioneer) and the main entrance toward the parking lot, functionally
creating opportunities for four business frontages. |
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Background:
The Ashland sign code was originally adopted in the early 1970's as a tool
to help revitalize the economic vitality of the community by ensuring
aesthetically appropriate design for commercial advertising. It was a key
component of the Downtown Plan of 1967. It has been described as the most
restrictive sign code within Oregon, and has served the City well in protecting
the character of our commercial districts. The restrictions on plastic materials
and internal illumination with the downtown historic district, and the
restrictions on size and height throughout the community have ensured that
other facets of design, such as architecture and landscaping, are the key
components of commercial development.
The limitation on the number of business frontages appears to have been an
attempt to control the overall amount of signage allowed on a building. One
of the primary requirements for a business frontage is that it include an
entrance/exit open to the general public. This has ensured that signs are
not located on the backs of buildings with no public entrance, and supports
the Site Design and Use Standards regarding orientation of commercial buildings
toward the street. |
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Related City
Policies:
The Comprehensive Plan has a policy in the Economic Element which states:
"The City shall design the Land Use Ordinance to provide for:
Strong sign regulations exist which ensure that the number, size, and placement
of signs are the minimum required for recognition by the public of the business
at the site."
From the 1988 Downtown Plan: "The effects of sign control and the design
review recommendations of the Historic and Planning Commissions are evident
and the business owners' creative efforts, worked within legal limitations,
have tastefully drawn attention to their buildings without garish signs or
colors."
The City's ordinances related to this topic are the sign code in Chapter
18.96 of the land use ordinance, as well as the Site Design and Use Standards
in 18.72. |
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Council
Options:
The Council could determine that the current code is adequate, which allows
for signs that are the "minimum required for recognition."
The Council could initiate an ordinance amendment process for this portion
of the sign code, to modify the section to recognize buildings that have
entrances to the public on more than two sides of the structure. |
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Staff
Recommendation:
After discussions with the Planning Staff, it appears that there have only
been a few instances where this issue has arisen in the past. Should the
Council wish to pursue an ordinance amendment, we would recommend that such
an amendment also include requirements regarding the "quality" of the business
frontage. Additional frontages should generally have improved streets and
sidewalks along the frontage, a public entrance that is "attractive and
functional" with a strong sense of entry, and that signage be limited to
80% (or similar reduced amount) of the area generally allowed by ordinance.
We believe that these types of additional requirements limit the overall
amount of signage, ensures an appropriate streetscape and pedestrian environment,
and makes the entrance to the building attractive and inviting. |
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Potential
Motions:
Take no action.
Move to initiate an ordinance amendment to the Sign Code, Chapter 18.96 of
the land use ordinance, regarding the number of allowable building frontages.
Such an amendment should include standards for street and sidewalk improvements,
attractive building entrances, and possible further limitations regarding
the size of allowable signage. |
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| Attachments:
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