More signs, a sign of the times?

The Design Review Commission, the city board officially charged with protecting the architectural heritage of Sonoma, is being urged to become more business-friendly by changing the city’s sign ordinance.
“We’re not in a bubble,” said chairman James Cribb at the commission’s meeting on Tuesday night. “We hear you.”
Allowing temporary banners to hang for longer periods and giving city staff more approval power were among the changes recommended Tuesday night by Laurie Decker, representing the Economic Development Advisory Committee. “This is a first step to update the code,” Cribb said. “We’re looking for ways to streamline and simplify the process.”
Decker also recommended that flags be considered a temporary banner, any of which could be posted for 14 consecutive days (from the current 10) and 60 total days per year (from 45). Another change would allow more than one commercial “for sale/for lease” sign, based on the size of the property.
Decker said most new business owners don’t understand how complex and long the design/signage approval process can be. Getting an item on the DRC’s monthly agenda can take up to 2 months, and any changes must be re-submitted.
Decker’s recommendation to let city staff approve all temporary signs (for businesses whose permanent signs are under DRC review) would speed that process, and guarantee that a property did not go without signage if the review was delayed. “I’m sympathetic to anyone starting or maintaining a business,” said commissioner Tom Anderson. “On the other hand, guidelines must be followed. I think we can strike a balance.”
Friction between the DRC and the business community developed a few months ago when, at the Sonoma City Council’s request, warning letters were sent to businesses using unauthorized A-frame signs and banners. The letters were viewed as harsh and anti-business, particularly to owners who did not know they were in violation.
In response to an EDAC complaint, the DRC softened the tone of the letter, which is now preceded by a “friendly” phone call. It also asked Decker for recommendations to help frame an initial discussion.
The DRC docket is increasingly filled with business owners looking to boost foot traffic with more signs. “Almost everything we hear is a variance from the sign code,” said commissioner Robert McDonald.
A popular request is an A-board, sandwich-type sign – two were approved Tuesday night, for 12 months. The A-board was not addressed in the EDAC recommendations.
Cribb said the next step for the DRC is to get “umbrella guidance” on ordinance review from the city council. The two groups will have a study session on June 3.
The EDAC has recommendations for city staff beyond the DRC. There will be an informational outreach effort, Decker said, including a FAQ sheet with photos that illustrate key points. Another suggestion would make design-review fees, one of the “surprise factors” for new businesses, eligible for matching-fund programs.