Fulton Signs Under Fire

[Erik Sine]

Fulton signs under fire

County supervisors OK an urgency ordinance that bans new electronic reader boards.

By Bill Lindelof -- Bee Staff Writer

Published 12:01 am PDT Thursday, June 1, 2006

Story appeared in Arden carmichael section, Page G1

Sacramento County banned any more large electronic reader boards for Fulton Avenue last week -- at least until permanent sign regulations are drafted.

"Electronic reader board signs are visually intrusive" and "a potential danger to motorists due to their flashing display," according to an urgency ordinance unanimously approved by the Board of Supervisors.

The ordinance, which banned further permits for the signs, also states that the signs are not helping county efforts to make Fulton and Arden Arcade a more attractive place to live and do business.

The sign that prompted board action promotes cars for sale and other messages at Legend Auto dealership, 2100 Fulton Ave.

The ordinance does not require the removal of the Legend Auto sign. Instead, it bans future electronic reader boards.

Legend General Manager Rod Shahidi said in an interview that reader board signs with animated or moving copy are not intrusive and pose no danger to motorists.

"They are all over the country," he said. "We are just trying to keep up with the new technology. They are expensive, but they are effective."

Shahidi said Legend Auto's sign, which is about 16 feet by 10 feet, has supporters and detractors. But, he said, naysayers will gradually adjust, like others did when neon was introduced many decades ago.

His position was supported at the Board of Supervisors meeting by Mark Gastineau, chairman for government affairs for the California Sign Association.

Gastineau considers the emergency ordinance a restraint of trade, according to his testimony on the Board of Supervisors' Internet broadcast of the hearing last week.

The county ordinance calls the ban an "immediate benefit to the health, safety and welfare of existing residents."

"They have no facts to back that up," Gastineau said. "People not liking it is not health and safety." If the county wants to ban billboards, he said, they should go through public hearings.

But others joined the Board of Supervisors in support of the ordinance. In a letter to the board, Arden Arcade resident Dennis Yeast said the Legend sign was a "tragic setback to the public and private efforts" to revitalize the street and improve aesthetics.

The county is preparing to put power lines underground, removing some blight on the street. Taking the power poles off the street also removes impediments for pedestrians and people in wheelchairs.

Removing the poles is part of an ongoing effort to spruce up Fulton Avenue. The effort is a partnership of Sacramento County and the Fulton Avenue Improvement Association.

Previous improvements included installing a new, 12-inch water main along the road and more fire hydrants. Medians have been landscaped, and large signs with the visage of Robert Fulton -- who designed the first commercially successful U.S. steamboat -- installed at intersections.

In addition, light posts that resemble gas lamps adorned with an elegant letter "F" have dressed up the Fulton corridor.

Melinda Eppler, representing the Fulton Avenue Improvement Association board of directors, said the board opposes reader board signs.

In testimony before the Board of Supervisors, Eppler also represented the Fulton Avenue Sign Task Force, a group composed of Fulton Avenue property and business owners interested in making changes to the county sign ordinance in general.

Not all members of the task force oppose electronic signs. The task force also has discussed balloons, banners, tents and other outdoor advertising.

Eppler has held two meetings separate from the sign task force for Fulton Avenue franchise car dealers. All franchise dealers who attended those meetings opposed the spread of reader board signs.

The urgency ordinance was enacted to give the sign task force time to formulate an overall sign and streetscape plan for the Fulton Avenue corridor.

Supervisor Susan Peters said business owners are attempting to modernize Fulton and make the street more attractive.

"I don't know if reader boards will be considered acceptable or not," she said. "This is just asking for a pause so the boulevard can be designed for the betterment of all the businesses."

[derf]

You should see the sign their talking about!

Firkin obnoxious! With BAD layouts flashing!

I Got to take a pic for you, if it's still up. Image a crappy used car lot with a shack for an office with treble banners that say NO CREDIT, BAD CREDIT , EVEN BANKRUPCY, 0 DOWN

With a BIG ass auto mall sized LED sign sitting in the middle of the lot

[VCD Signs]

You should see the sign their talking about!

Firkin obnoxious! With BAD layouts flashing!

I Got to take a pic for you, if it's still up. Image a crappy used car lot with a shack for an office with treble banners that say NO CREDIT, BAD CREDIT , EVEN BANKRUPCY, 0 DOWN

With a BIG ass auto mall sized LED sign sitting in the middle of the lot

Maybe tacky.... BUT

Wouldn't you have liked to sold that job?

Tell me you wouldn't have....

[derf]

Not really!

The owner of the car lot more than likely financed it with the sign company and now that they are being asked to remove it ! They will not want to pay for it now! We are talking used car sales people here Hopefully the sign company covered their ass on this one

Some one is going to be left holding the bag on this one

[Erik Sine]

Post a pic if you can get one, I'd like to see it

[VCD Signs]

If they financed that job, it's their own fault. We finance stuff all the time, but we do it through a third party finance company. That way when something like this happens, we don't have to be concerned with it.

We would also get to charge for removal too! ;)

[Erik Sine]

We would also get to charge for removal too! ;)

That's how I'd be looking at it

[derf]

If it is still up by next week I'll take a pic.

That's true! the sign company probably used a lender like American general or something but I still don't trust those damn used car salesmen especially on those little crappy lots.

[Travis]

So what do you think West Coast Sign Guy, you gonna make Action National fill out loan papers for the next job? Oh man I am killing myself today

[Erik Sine]

Don't laugh that might be a good idea