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.
Great article. It really summarizes the history of the facade fiasco and articulates how many in our community feel. My hope is that there is a large turnout at the Monday meeting so the county understands how the Springs community is upset by what has occurred.
I am ok with some nice tasteful color like El Molino, but this has definitely gone too far. How does PRMD now allows such bright colors? They were dead against Kelly Moore having a blue roof 10 years ago on their building, and now look across the street at the bright colors of Michocana and Plain Jane. Something definitely changed, for the worst. Again I can understand a bit of color, but this has gone too far now. And looking at the proposed El Brinquito design with those bright colors, definitely goes against any principles outlined in the “Scenic Corridor” purpose designated by the County that reads “to preserve the visual character and scenic resources of lands in the county”. There has never been such visual character ever in the Springs. This looks more like a Disneyland futuristic utopia with nearly fluorescent colors. We definitely need to tone it down quite a few notches and keep it professional looking, or we will be the laughing stock going forward.
It has a bit of a “Tijuana on Acid” vibe…
What’s next, black light bulbs for the streetlights? This artist is out of control at taxpayer expense.
I agree. There should be public input and I can’t imagine the whole strip with buildings like this. It would be unsettling to say the least.
I promised my grandkids that I would take them to a great theme park. Mr. Martin has saved me several hours of driving. On which planet do the painted buildings conform to the approved guidelines presented to the artist? The visuals are in the public domain, not in a private party’s collection. The choices for these facades and those to come are inappropriate for a “community” signature.
I like the colors and design, for the most part. They are fun, eye catching and energetic. I like the diversity of the newer paint jobs being done in the Springs–including El Molino and the Barking Dog. This represents the diversity of housing styles, gardens, trees and the people of the Springs.
For clarification, El Molino Central and the Barking Dog follow the Highway 12 Design Guidelines and are not part of Rico Martin’s project. Thanks to everybody for their comments.
Gina, to further clarify your point have taken a look at the conditions of approval for my building at 17475 Hwy 12 (across from the Teen Center) from file permit # PLP06-0001 dated July 6, 2006. Nick Chase from PRMD indicates in item 14 that: “The new building colors for repainting of the building must be submitted for my review and approval. I recommend a beige color for the wall of the building. Window and door trim colors should complement the wall color”. That was some 9 years ago, and I could not obtain a final inspection unless I complied with that item which are the Highway 12 Design Guidelines. Either PRMD has since changed their rules, or someone circumvented them to allow those wild colors. Just my 2 cents.
Did I read this correctly – is the meeting really at 9 pm? That late will insure a low turn out.
And these buildings and the future plans seen on Martin’s web site need a high turn out.
The meeting time is 7:00 PM to 9:00 PM in the multipurpose room at Altimira School.
According to one of the facebook posting, at least 20 people have signed up to attend.
It looks horrible! I would be hesitant to go into theses gosh awful places as they look as if there might not be any English spoken in the store.
I live in Sonoma and have for a while now. I think people over react to things especially when it involves a little town like Sonoma changing. People responded poorly when the theater opened and now because they don’t like the design they are mad. Yes it is bright and yes it catches your eye, but doesn’t business’s want to do that to attract customers…Come on people lighten up.
When it comes to decorating it is impossible to get agreement, even within a family. It is not unlike herding cats.
The plan that has existed since 1994 has been a disaster. The ad hoc, willy-nilly development over the years resembles a strip mall in a third world country. Of course, some exceptions exist. The signage is extreme, with words reverberating off one another creating a visual cacophony. Many of the buildings adapt prison-like architecture using cement blocks. Even the Fairmont’s Sonoma Inn dumps it’s parking lot on the Sonoma Highway without surrounding it with trees nor an appealing fence. To claim the architectural integrity of Boyes Springs equals an absurdity. I, and everyone I know, applauds Rico Martin’s additions. It adds vibrancy, humor and uniqueness. The subjective opinions of art should not be used to censor. It’s no longer 1994. Adjust!
I LOVE the colors as well!!! Great job done by Rico.
No complaints.
I live on East side and now LOVE driving thru the Springs….vibrant, fresh and beautiful. Festive!
It’s not the The Springs-style classy that was evolving; it’s more like Springs trashy.
Rico Martin’s designs are worthy of any national design publication. They are a wonderful statement and a vast improvement. I hope the governing bodies realize how fortunate they are to have such an experienced and talented visionary willing to take on the project. I hope they rely on his judgement to complete the project as planned.
If there are guidelines in place for the Springs they are not evident as you drive through the visual blight that borders Highway 12. While one might not wish to see every business in the spring painted with Rico’s colorful designs, they do provide a cheerful and welcome punctuation to the glum and boring vista now on display. Perhaps there are some who do not wish to be reminded of the fact that half of the population of the Springs are Latino as these “controversial” designs are clearly Latino in character. Let’s remember this is a commercial corridor and that these businesses are updating their facades to attract customers…some of which indicate they are seeing an increase in customer traffic since updating their facades. Reasonable people can and do disagree about design aesthetics but let’s not let that turn into an anti-business movement here in the Springs.
The fact that people find it necessary to have an opinion on this is rather pathetic. A handful of buildings with bright colors; is that really a concern to anyone?
“But sir, they’re right off the local highway! What will people think of our small town’s reputation?”
The fact that this is somehow seen as an affront to Boy’s/Fetter’s/Agua Caliente’s culture is ridiculous. How about we concern ourselves with the slowly growing meth problem? Or you know, things that actually affect our reputation/locals? Get off your high horses and quit complaining about non-problems.
Viva ” little Mexico”