Council Communication

An Ordinance Amending Chapter 18.96, Sign Regulations, Regarding the Number of Business Frontages
Meeting Date:	September 6, 2005		Primary Staff Contact:	Bill Molnar, 552-2042
Department:	Community Development		Email:	bill@ashland.or.us
Contributing Departments:			Secondary Staff Contact:
Approval:	Gino Grimaldi		Email:
Estimate Time:	1 Hour

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 business frontages a building can have for signage. Section 18.96.080.A.1. states: no building 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 (i.e. frontage) on three streets (Oak, A, and Pioneer) and the main entrance toward the parking lot, functionally creating opportunities for four business frontages. At its regular meeting on December 21, 2005, the City Council formally discussed the request by Brent Thompson to consider amending the Sign Code. After deliberation, the Council directed the Community Development Director to initiate the process of having the Planning Commission evaluate the possibility of amending the ordinance.
0
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 one of the most restrictive sign codes 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 includes 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. On May 24, 2005, the Planning Commission evaluated the proposed amendment to the Sign Code at their regular monthly study session. The minutes from that meeting are included in the record. At the Commission's regular meeting of June 14, 2005, the Commission unanimously recommended that the Council approve the proposed changes to Chapter 18.96 of the Ashland Municipal Code - Sign Regulations.
0
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: c) Specific development guidelines which will ensure that: 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.
0
Council Options: The Council could determine that the current code language is adequate, allowing for signs that are the "minimum required for recognition", and choose not to amend the ordinance. The Council could approve the ordinance amendment as proposed or, following public testimony and discussion, direct Staff to evaluate additional changes to the proposed wording.
0
Staff Recommendation: At their study session on this issue, the Planning Commission had some concern regarding the design and appearance of the new business entrances that may be constructed. A recommendation was made that some form of site review process, with design standards for entrances, be developed in the future. In the interim, however, the Commission recommended that the definition of "business frontage" be modified to include the same language as currently exists in the City's Site Design and Use Standards for building entrances (II-C-1. 2) - essentially that the entrances be "attractive and functional." It appears logical and appropriate to allow for signage on each building frontage that incorporates attractive and functional businesses entrances. While the total number of signs on a given building frontage could likely increase through the proposed amendment, the total sign area will remain proportional to the length of the building's frontage and subject to existing maximum sign area requirements. While Staff recommends approval of the amendment, there has been some discussion with regards to placing a limit on the number business frontages (for a specific building) allocated to a specific business establishment. This would be intended to preclude the possibility of one business establishment from controlling and placing signs on more than two business frontages. This issue can be further discussed and evaluated at the meeting.
0
Potential Motions: Take no action. Move to approve the proposed ordinance amendment to the Sign Code, Chapter 18.96 of the land use ordinance, regarding the number of allowable building frontages. Move to approve the proposed ordinance amendment to the Sign Code, Chapter 18.96 of the land use ordinance, regarding the number of allowable building frontages with suggested changes as stipulated by the Council.
0
Attachments: 1) An Ordinance Amending Chapter 18.96, Sign Regulations, Regarding Business Frontages. Click on the PDF file link below to view the following attachments:    • Record for Planning Action 2005-00960

Record_PA2005-00960.pdf (1044.9KB)

The above document(s) are Adobe® Acrobat® PDF files and may be viewed using the free Adobe® Acrobat® Reader™. Most newer web browsers already contain the Adobe® Acrobat® Reader™ plug-in. However, if you need it, click on the "Get Acrobat® Reader™" icon to download it now.