HomeMy WebLinkAboutExtension - Signs - Temporary Signage ReliefCITY OF PALM DESERT
DEPARTMENT OF COMMUNITY DEVELOPMENT
STAFF REPORT
REQUEST: APPROVAL TO EXTEND THE SUSPENSION OF CHAPTER 25.58
SIGNS, SECTIONS 25.68.090 A AND M TEMPORARY SIGNS,
UNTIL DECEMBER 31, 2012, TO ALLOW COMMUNITY HOME
BUILDERS TEMPORARY SIGNAGE RELIEF DURING THE
WEEKENDS STARTING FRIDAYS AT 3:00 P.M. AND ENDING
MONDAYS AT 10:00 A.M.
SUBMITTED BY: Kevin Swartz, Assistant Planner
DATE: September 13, 2012
CONTENTS: Letter from Dan Boyd
Maps of residential developments and sign locations
Traffic Counts from DR Horton
Recommendation
By Minute Motion, approve an extension to suspend Chapter 25.68 Signs,
Sections 25.68.090 A and M Temporary signs, to allow home builders: six
temporary off -site signs not located within the public right-of-way; one
5'x20' banner per street frontage; and four company flags located at the
entry of each residential development. The continued temporary program
would continue from September 14, 2012, through December 31, 2012,
during the weekends, beginning Fridays at 3:00 p.m. and ending Mondays
at 10:00 a.m.
Background
On May 24, 2012, the City Council approved a three-month suspension of Chapter 25.68
Signs, Sections 25.68.090 A and M Temporary signs. Sign Ordinance 25.68 prohibits any
off -site signage under Section 25.68.050 M, and advertising devices under Section
25.68.050 A. Advertising devices are defined as "Any balloon, flag, pennant, propeller,
oscillating, rotating, pulsating, light, or other contrivance except a sign used to attract
attention for the purpose of promoting (either directly or indirectly), the sale of products
of any person."
The approved temporary program was from May 25, 2012, through September 4, 2012,
during weekends beginning Fridays at 3:00 p.m. and ending Mondays at 10:00 a.m.,
except for the holiday weekends of Memorial Day and Labor Day. The home builders
were allowed the following:
Staff Report
Community builders temporary signage program
Page 2 of 3
September 13, 2012
Six temporary off -site signs not located within the public right-of-way
One 5'x20' banner per street frontage
Four company flags located at the entry of each residential development
During the three-month trial period, four home builders participated. Staff observed the
visual and aesthetic impacts on the community; made sure the home builders complied
with the program; and analyzed the traffic numbers to determine the effectiveness of the
program. Attached to the staff report is a map showing the location of each residential
development which participated. Also, attached to the staff report are maps showing the
sign locations.
Staff did not receive any complaints from the community and believes the amount of
signage and sizes approved by the City Council were not overwhelming and was done
tastefully. Each home builder was very easy to work with, and submitted their
Temporary Use Permit application before they started the program. Also, the home
builders started and ended the program during the approved hours and days.
Each home builder indicated that traffic and sales doubled compared to last year,
except for the middle of August, which remained the same. Attached to the staff report
is a traffic report from D.R. Horton for two communities, Alegria at Spanish Walk and
Renaissance at Ponderosa comparing traffic numbers to last years.
When the home builders initially formed their group, and presented their need for
additional signage, staff had concerns that other types of businesses would follow suit.
During the three-month trial program, other businesses and industries have inquired
about the possibility of receiving additional signage for advertising. By extending the
program, other businesses may form groups, and craft proposals to the City Council to
increase their signage programs as well. However, at this time staff has not received
any formal proposals from other business and/or industry groups.
During the three-month trial signage program for new home builders, the traffic and
sales numbers doubled (except for the middle of August). Staff believes the signage did
not have an adverse aesthetic effect on the community, and is recommending approval
to extend the program until December 31, 2012. Staff would come back to the City
Council for direction about devising a future program for off -site signage approvals until
a more robust economic recovery is realized.
Fiscal Analysis
The number of homes sold during this trial period has resulted from an increase in traffic
numbers. An increase in home sales does increase the amount of property tax flowing
through to the City; however, there are also associated increases in the costs of
providing services to the additional homes. These costs are for increased infrastructure,
emergency services and other costs associated with operating the City. These costs are
GAPlanning\Kevin Swartz\Word\Mlsc Items\Temporary signage for builders September 13th CC.doc
Staff Report
Community builders temporary signage program
Page 3 of 3
September 13, 2012
anticipated as part of the build out of the City in accordance with the General Plan,
therefore there is no unexpected fiscal impact to the City as a result of this program.
After the extended trial period the group will provide data showing additional traffic
numbers and quantity of homes sold.
Submitted By:
'X& ji���
Kevin Swartz, A sistant Planner
Department Head:
Lauri Aylaian, Director of Community Development
Appr I:
John M. Wohlmuth, City Manager
CITY COUNCIL A tON
APPROVED.._. DENIED
RECEIVED OTHER
MEETING DATE
AYES:
NO
ABSENT: I
ABSTAIN:
VERIFIED BY: 1 _.
Original on File with City C rk's Office
GAPlanning\Kevin Swartz\Word\Mlsc Items\Temporary signage for builders September 13th CC.doc
August 31, 2012
Mr. Kevin Swartz, Planner
City of Palm Desert
73-510 Fred Waring Drive
Palm Desert, CA 92261-2578
Re: Temporary Signage Program — Extension
Dear Kevin:
As you are aware we are nearing the end of the first three months of a possible
six month program that has permitted local builders to post directional signage
and other promotional item(s) under a permit process approved by City Council.
We of course have over the period of the past three months have provided
weekly updates as required and excited this special program has been nothing
less that total success!
We have increase our sales to 9 from 3 at Alegria and 15 from 6 at Renaissance
compared to this current period from past. We of course respectfully request City
Council to allow the final three months to be extended under the same program.
Further, we would also desire for City Council to consider an amendment to the
City's current code that would allow this program to be included as a permitted
exception to the Code given that we believe this regulated exception will continue
to support sales for local builders which in turn is a win -win for all parties
concerned.
We look forward to the Council meeting of September 13th in which Horton's
representatives will be in attendance supporting this extension and to answer any
questions that City Council may address.
Sincerely,
D.R. HORTON LOS ANGELES HOLDING COMPANY, INC
Daniel W. Boyd, Vice President
Entitlements
2280 Wardlow Circle, Suite 100
Corona, CA 92880
(951) 272-9000 Office
(951) 272-9797 Fax
dboyd@drhorton.com
Traffic and Sales for Palm Desert
D. R. Horton Communities
Week # Week ending MTraffic ■Week # Week ending MTraffic
Week 1
6/5/2011 M
9
Week 1
6/5/2011
10
Week 1 - 2012
6/3/2012 M
20
Week 1- 2012
6/3/2011
20
Week 2
6/12/2011
:
Week 2
6/12/2011
10Week
2 - 2012
6/10/2012
��7
Week 2 - 2012
6/10/2012
14
Week 3
1 6/19/2011
5 ,,
Week 3
6/19/2011
11
Week 3 - 2012
1 6/17/2012 r;9
20
Week 3 - 2012
6/17/2012
20
Week 4
6/26/2011
5
Week 4
6/26/2011
7
Week 4 - 2012
6/24/2012
12
Week 4 - 2012
6/24/2012 OFE20
Week 5
7/3/2011
E7/1/2012
7
Week 5
7/3/2011
10
Week 5 - 2012
13
Week 5 - 2012
7/1/2012IM—
19
Week 6
7/10/2011
4
Week 6
1 7/10/2011
10
Week 6 - 2012
7/8/2012
14
Week 6 - 2012
7/8/2012
14
Week?
7/17/2011
5
Week7
1 7/17/2011
10
Week 7 - 2012
7/15/2012
13
Week 7 - 2012
1 7/15/2012
12
Week 8
7/24/2011
8
Week 8
7/24/2011
8
Week 8 - 2012
7/22/2012
9
Week 8 - 2012
7/22/2012
11
Week 9
1 7/31/2011
4
Week 9
7/31/2011
8
Week 9 - 2012
7/29/2012
14
Week 9 - 2012
7/29/2012
11
Week 10
8/7/2011
4
Week 10
8/7/2011
7
Week 10 - 2012
8/5/2012
11
Week 10 - 2012
8/5/2012
14
Week 11
8/14/2011
6
Week11
8/14/2011
11
Week 11 - 2012
8/12/2012
8
Week 11 - 2012
8/12/2012
13
Week 12 18/21/2011
9
Week 12 1
8/21/2011
11
Week 12 - 2012
8/19/2012
7
Week 12 - 2012 1
8/19/2012
11
Week 13 1
8/28/2011
6
Week 13
8/28/2011
7
Week 13 - 2012
8/26/2012
14
Week 13 - 2012
8/26/2012
15
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