Façade improvement designs create controversy

A Sebastopol designer’s approach to façade improvements along Highway 12 in the Springs has created controversy among local residents who have seen his designs.

At the June Springs Community Alliance meeting, Rico Martin presented designs for eight commercial properties along the Highway 12 corridor. I’m now writing about that meeting, because of discussions I had throughout the summer with people who were in attendance. No other media representatives were at the meeting, and other newspaper reports of Martin’s work have promoted only his point of view.

To say that Martin is bringing color to the Highway 12 corridor is an oversimplified description. There’s color, and then there’s how you use it. It was his design approach, and his narrow vision of the Springs, that created what I believe was a general negative reaction.

Meeting attendees gave much feedback to Martin on various details. For example, Anna Pier, president of La Luz Center’s board of directors and longtime El Verano resident, said she would like to see landscaping in some of Martin’s designs.

After much discussion, the meeting reached a quiet crescendo when life-long Springs resident Maricarmen Reyes spoke. She said she didn’t like Martin’s designs, because the style was from the “old 1960’s Chicano movement, and that’s not what the Latino community in Sonoma Valley is today.” Reyes then described the restaurant El Molino Central as an example of attractive design that fits the Springs. Heads around the room nodded in agreement. Then Ellen Colan, former Redevelopment Advisory Commission member, reinforced Reyes comment by saying she believed people like El Molino’s design because of its “elegance.”

I would add that I don’t know anyone who doesn’t love what El Molino did to that section of Highway 12. Using red, yellow and sky blue accent colors over bright white, it’s a perfect example of using color in a manner that draws attention without screaming. Screaming is how I describe Martin’s approach.

I gave my two-cents during the meeting suggesting it would be nice to see designs that reflect the Springs’ history. I was thinking about the colorful mural on the Sonoma Valley Grange Hall. From images of the founder of Boyes Hot Springs, Henri Boyes, to images of the Boyes bath house, a dairy cow and a farmworker tending a grapevine, the Grange mural tells the story of the Springs. The mural, designed by Boyes Hot Springs artist and Sonoma Valley Grange president, Michael Acker, was made possible by a façade improvement loan from the former Sonoma County redevelopment agency.

The business owners Martin is working with are also receiving façade improvement loans from the county. Redevelopment no longer exists, so the county’s Community Development Commission now administers the façade improvement loan program. Businesses in the unincorporated areas of the county can receive a forgivable loan of up to $15,000. They don’t have to pay it back if they meet certain terms and conditions.

While I’m loath to question what a businessperson thinks is best for marketing his or her business, these façade improvement loans are taxpayers’ money. So what I found most disturbing during the discussion at the Springs Community Alliance meeting was not the designs, but Martin’s attitude. Even though he has never lived in the Springs, or anywhere else in Sonoma Valley, he clearly thought he knew better than us residents. He wasn’t open to feedback.

I recently learned, however, from county community development commission staff that not all the businesses we saw designs for in June have moved forward with façade improvement loan projects. Those we saw, and which have signed contracts for loans, are: El Brinquito Market, Tienda y Panaderia Iniguez, Plain Jane’s Consignment, La Michoacana Ice Cream and Hairitage Salon.

Additional businesses, not necessarily working with Martin, have also taken out façade improvement loans. They are Armondo’s Auto Center, Golden West Glass, Barking Dog Roasters, Mike Larbe Automotive, Gate Depot and Sonoma Valley Teen Services.

Gina Cuclis has been a resident and community activist in Boyes Hot Springs since 1990. She also represents Sonoma Valley on the Sonoma County Board of Education. Reach her at [email protected].