Façade improvements ignite Springs controversy

The hottest controversy in the Springs right now is Sebastopol designer Rico Martin’s façade improvements on commercial buildings along Highway 12. The debate includes that Martin, being paid with taxpayers’ money, was not held to the Highway 12 design guidelines in creating what is becoming the signature look of the commercial strip.

Martin received contracts last year to paint and put new signage on six buildings involving eight businesses. These businesses are participating in the County’s façade improvement program, whereby businesses in unincorporated areas can receive a $15,000 five-year forgivable loan, providing they meet terms and conditions and the buildings’ owners also agree.

Martin has so far painted three buildings, although the one housing Plain Jane’s and La Michoacana Ice Cream isn’t finished. The other two are Armando’s Auto Repair, which isn’t quite finished either, and La Tienda Iniquez market. The three other buildings to eventually get his treatment are El Brinquito, Hairitage Salon, and the building housing Sonoma Salon and Taqueria Los Primos. You can check out Martin’s designs at woneder.org.

While I’ve been hearing mixed reviews over the last few months about the Armando’s building, it’s the Plain Jane’s/La Michoacana paint job that has really got people fired up. “Looks like a strip club, tacky, embarrassing, cartoonish, a psychedelic nightmare,” are a few of the comments I’ve heard. The design uses a lot of hot pink, purple, orange, lime green, blue and yellow paint.

I believe people who don’t like it, will also not like the designs for El Brinquito and the Taqueria/Sonoma Salon building. What’s proposed for Hairitage Salon is a ten-foot tall, six-fingered, purple hand with multiple fingernail colors metal sculpture.

Among those unhappy with what they’re seeing are members of the Springs Community Alliance’s beautification committee. They looked up the Springs Highway 12 design guidelines. As they suspected, Martin’s designs, with the possible exception of La Tienda Iniquez, don’t follow the guidelines.

I remember the creation of those design guidelines in 1994. The idea to have them came from the business community via its Valley Improvement Project group. The County redevelopment agency paid for them. An advisory committee was created. Community meetings were held. Written comments were submitted. A draft was created and circulated for additional community input. It describes the community’s long-range vision for the Highway 12 corridor: “It is the intent of these guidelines to preserve and enhance the components that contribute to the special qualities of the area, which include: 1) Natural hot mineral springs; 2) Dominance of rural atmosphere; 3) Agrarian heritage; 4) Architectural landmarks.”

Though non-binding, the guidelines were thoughtfully created and approved by community participation. They reflect the standards and values of the Springs community, and should not be ignored.

Martin’s façade improvements and the design guidelines were discussed at the July 9 Springs Community Alliance meeting. President Rich Lee reported the Alliance had sent a letter to our County supervisor, Susan Gorin, expressing concerns the guidelines were not followed and that there was no public process for input into Martin’s designs. In a return email, Gorin responded that PRMD issues the permits with no design review, “as painting does not require review”.

Expressing the same opinion in an interview, Dean Parsons, the project review manager at the County’s PRMD Department who reviewed Martin’s designs, said: “The County does not regulate how people paint their buildings, except for on new construction, remodels, or if they’re adding on.”

However, the County’s Community Development Commission states in a document dated July 2013 describing the loan program, under Eligibility, item D Minimum Guidelines, #6: “All improvements must be in conformance with applicable County Codes and Design Guidelines.”

At the Alliance meeting there was much concern about the lack of adherence to the guidelines and about how the community was not allowed input into Martin’s process. Alliance executive committee member Anna Pier read from the guidelines including the paragraph that says: “Building colors should be compatible. Each color must not be such that it competes for attention. Building colors should be subdued and not garish, and should not in anyway become the signing of the building or site.”

The issue has since exploded on the Alliance’s Facebook group page. Madeleine Wild, a 30-year resident of Boyes Hot Springs, started the discussion July 15 with a critical post that included, “I’m all for color, but those kindergarten pastels and busy graffiti art work do not represent what I imagine the Springs to be. How could this project have been approved? Most of us knew nothing about it until it was too late.”

That post elicited more than 130 comments, plus a few people started additional discussions with other posts.

Residents have also been contacting Gorin’s office. Her staffs’ response in e-mails and on the Facebook group is that Martin was directed to make presentations to the Springs Community Alliance and the Sonoma Valley Citizen’s Advisory Commission.

I saw Martin’s presentation at the June 2014 Springs Community Alliance meeting. His designs were not well received. But it was clear he did not come to the meeting to consider feedback or have a dialogue. He did not ask if this was the direction we thought was appropriate for our community. It was presented as “this is what I’m doing.”

The minutes of the June 25, 2014 Sonoma Valley Citizens Advisory Commission also reflect Martin’s similar lack of response to critical feedback. His agenda item was listed as “Receive,” meaning it was informational. Among the critical comments recorded in the minutes are:

Commissioner Sean Bellach, a life-long Sonoma Valley resident, said, “Local residents prefer natural, more conservative colors and many people object to colors. It will be the Springs on acid.” Commissioner Greg Carr called the signs “gaudy.”

Ellen Conlan, the Springs Community Alliance’s vice president told the commission, “Some public concerns are to pull back a bit and limit vibrant colors, it’s not sophisticated enough for the Spanish community and has limited age span.”

Martin told the commission he had “Susan Gorin’s support from the beginning.” He also said the County had provided ways for him to simplify the process.

The minutes also indicate that there was to be a town hall meeting for public input into Martin’s designs. However, this never occurred. The evidence indicates Martin was determined to implement his vision for the Springs and he was empowered by the County to do so.

Due to this controversy, the Alliance’s president is organizing a meeting with Martin, the businesses involved and anyone who wants to attend. It will be held Monday, July 27, 7 to 9 p.m. at Altimira Middle School in the multi-purpose room.

I’ve lived in Boyes Hot Springs 25 years. I’ve never seen the community shut out of having input into a major change like we have in this case. This is why the rest of Martin’s project should be put on hold. There needs to be a full public vetting of his ideas along with real dialogue regarding what we want as the identity for our community. We did that in 1994. The current design guidelines could be the place to start. In the meantime, the guidelines should be followed.

In addition, the County should update its design regulations to make sure commercial buildings located in areas with approved design guidelines follow the guidelines when repainting.