RPVCCA_CC_SR_2012_03_06_H_Temporary_BannersH-1
HONORABLE MAYOR AND CITY COUNCIL MEMBERS
CAROLYNN PETRU,DEPUTY CITY MANAGER/INTERIM~
DIRECTOR OF RECREATION &PARKS
MEMORANDUM
TO:
FROM:
DATE:
SUBJECT:
REVIEWED:
MARCH 6,2012
TEMPORARY BANNER BACKBOARDS IN THE CITY'S RIGHTS-
OF-WAY AND PARKS
CAROLYN LEHR,CITY MANAGER ~
RECOMMENDATION
Direct staff to:1)Repaint the temporary banner backboards and support poles in a non-
reflective neutral color;2)Replace the two backboards at Upper Point Vicente
Park/Civic Center with one,two-sided backboard;and,3)Return the item for Council
review in four months to allow time for full utilization of the program to develop.
BACKGROUND
On October 4,2011,the City Council approved the placement of two temporary non-
commercial banners at the following three intersections:
~Hawthorne Boulevard and Indian Peak Road
~Crenshaw Boulevard and Indian Peak Road
~Palos Verdes Drive East and Miraleste Drive
At the same meeting,the Council also approved the placement of two banners
advertizing City-sponsored events at the following City park sites:
~Fred Hesse Community Park
~Upper Point Vicente Park/Civic Center
As part of this action,Council also approved the installation of 4'by 8'backboards at
each location to support the temporary vinyl banners and directed that the temporary
banner program be brought back for review 9 to 12 months after implementation.The
staff report indicated that the backboards would be painted green to blend into the park
landscape,and one of the pairs of backboards would also have the City logo painted on
them.Almost immediately after their installation,the City began receiving comments
from Council members and the public regarding the unaesthetic and shiny (reflective)
appearance of the backboards.On January 3,2012,Council asked that this item be re-
agendized for further direction to staff.
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Topic:Temporary Banner Backboards
Date:March 6,2012
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DISCUSSION
1.Appearance
John Freeman,President of the Pacific View HOA,has made several suggestions to
improve the appearance of the wooden backboards (see attached correspondence)
including:
~Repaint with ocean/tree/park murals
~Remove the backboards and only use the poles to support the banner
~Replace with clear plastic panels such as "Plexiglass"
Repainting the backboards with murals or replacing them with clear plastic panels could
create maintenance issues for the City,such as complicating repairs or graffiti removal
in the case of a mural or replacing the plastic panels as they become yellowed and
hazy over time (similar to the panels in the City's bus stop shelters),or scratched and
etched by vandals.Further,removing the backboard and relying on suspending the
banner between two posts,which was the prior practice at City Hall and Hesse Park,
results in a messy and unprofessional appearance,as banners inevitably sag and/or
are blown around by the wind.Therefore,staff recommends repainting the backboards
and support poles a non-reflective neutral color to blend them into the surroundings.
2.Usage
The main objection to the backboards seems to be their appearance when not in use.
Staff is not aware of any complaints regarding the banners themselves.After the initial
installation,most of the backboards were "empty"for many days or weeks at a time.
For the banner locations in the public right-of-way,staff believes this slow start was
because the City suspended the prior temporary banner program for over a year and
the non-profit organizations were unaware of the new program and the available
locationS.In addition,many organizations needed to re-order their banners to meet the
City's new size and design requirements.Now that the backboards in the public right-
of-way have been in place for a few months,the Community Development Department
reports that usage has been steadily increasing.To date,a total of 20 temporary
banner permits have been issued for the following locations:
•Hawthorne &Indian Peak:9
•Crenshaw &Indian Peak:7
•PVDE &Miraleste:4
Looking ahead on the calendar,all three sites will have two banners each for the
majority of March.In April,Hawthorne &Indian Peak will have two banners the entire
month,and Crenshaw &Indian Peak and PVDE &Miraleste will have at least one
banner for the majority of the month,with some overlap at the PVDE &Miraleste Drive
V:ICAROLYNNIREPORTSI2D12I2D12D3D6_Banner Backboards.doc
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Topic:Temporary Banner Backboards
Date:March 6,2012
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location where for one week there will be two banners on display.From May through
June,there is currently at least one banner at PVDE &Miraleste and Hawthorne Blvd &
Indian Peak,and no approvals for Crenshaw Blvd &Indian Peak Road as of yet.
Since their installation,the backboards at the two parks for City-sponsored events have
been used approximately 50%of the time.Like the noncommercial organizations,the
City has had to re-order its banners to meet the new size and design requirements and
is still in the process of expanding its inventory of banners.So far,the Hesse Park
Locklenna entrance and the Upper Point Vicente Park/Civic Center northbound location
have been the most actively used.
Given the trend of increasing usage over time,staff recommends continued monitoring
of the banner locations in the public right-of-way,with an update provided to Council in
four months.If an intersection,like PVDE &Miraleste,proves to be less popular with
the noncommercial organizations,Council may wish to consider reducing the number of
backboards at a particular location(s)at that time.Similarly,if usage does not increase
at the park sites,Council may wish to consider modifying the number of backboards on
the City's property.
3.Configuration
Staff recommends replacing the two existing backboards at Upper Point Vicente
Park/Civic Center site with one,two-sided backboard to streamline the appearance of
the use at this location.In addition,staff is currently working with City logo designer
and former Mayor Tom Hollingsworth in this regard.The results of this effort can be
presented to Council at the four month review.
FISCAL IMPACT
Approximately $5,000 was required to construct the ten backboards,including the cost
of labor and supplies.The project was funded through the FY11-12 Parks,Trails and
Open Space Maintenance program budget.The cost to repaint the backboards and
support poles would be $1,500 total and would be funded through the same program.
CONCLUSION
In addition to repainting the backboards to address the immediate concern about their
appearance when not in use,staff recommends a status review in four months to allow
time for full utilization of the program.Depending on the level of use as the program
matures,Council may wish to modify the number of backboards at particular locations.
In the interim,staff will continue to explore other design options to improve the overall
appearance of the structures.
Attachments:
Correspondence from John Freeman
V:ICAROLYNNIREPORTSI2012120120306_Banner Backboards.doc
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Carolynn Petru
From:John Freeman [jrfree@cox.net]
Sent:Thursday,December 08,2011 9:20 AM
To:Anthony Misetich;Brian Campbell;Jerry Duhovic;Jim Knight;Susan Brooks
Cc:Carolynn Petru;Katie Howe
Subject:Permanent "temporary"sign at Hesse Park
Follow Up Flag:Follow up
Flag Status:Red
Attachments:Hesse Park new Banner signs2.pdf
Dear Mayor Misetich and City Council members,
On October 4,2011,the City Council approved new policies regulating non-commercial
signs,including separating the non-commercial signs from city-sponsored events that
have often been placed in the city parks and at City Hall.
We've made a lot of progress at improving placement of temporary non-commercial
signs within RPV city limits.You've supported our non-commercial and non-profit
organizations by relocating their temporary banner signs to three diverse locations
(Hawthorne Blvd at Deep Valley Drive,Crenshaw Blvd at Deep Valley Drive,and PV
Drive East at Miraleste Drive).Congratulations on those new sites.
However,there are already some unintended consequences of the council's actions,
particularly with regards to signs at Hesse Park.
The 4x8 foot backboards recently erected have become in effect signs themselves,on
display 24/7/365 whenever event signs are not used.The result is that instead of
"temporary"event signs posted perhaps 20%to 50%of the time,we now have a 4x8
foot wooden green billboard "sign"and a large logo posted 100%of the time.
The 9 square foot (3 ft.x 3 ft.)RPV logo is in the center of the 4x8 foot backboard signs
(see attached pictures).I think one would call that logo size "in your face"and is not
compatible with the neighborhood and does not preserve the character of our parks.
Logos are typically placed in an unobtrusive area of the upper or lower left corner;a
more appropriate scale/size might be 6 inches x 6 inches in the lower corner.These
backboards certainly don't blend into the park landscape as directed by the City
Council.
In fact,take a look at the attached Hesse Park entrance monument photo,which is low
and at ground level.The RPV Logo is 7 inches by 7 inches,not 3 feet x 3 feet!The
view of the park,trees,and ocean is still paramount,not the logo and sign.
The council asked that this matter be brought back in 9 months for review.That's too
long to wait.I think we can mitigate the unintended effects by making some
modifications now for council and public review rather than waiting.I propose to meet
with Carolynn Petru and staff to discuss this and other measures which I think will help.
Then I ask you,Mayor and councilmembers,to agendize and direct the staff to bring the
matter to Council for review,but don't wait 9 months please.
2/29/2012
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Some options to consider:
•Reduce the size of logo to 7 inches by 7 inches.
•Replace the green background with RPV logo with a new ocean/trees/park mural or
graphic design that blends into the natural background of the park.Consider
sponsoring a park backboard "design contest"with youth or a local outreach event.
•Remove the backboard from the poles at Hesse park when event-signs are not
displayed.(The poles are attached to a larger ground rod.)Don't let the backboards
become a taggers'magnet.
•Use a clear Plexiglass backboard instead of plywood backboard (widely available in pre-
cut sizes and thicknesses.)at park sites.
•For park locations,use just the new reinforced poles (no backboard)which adequately
support the city-event-signs without any sagging.You are currently not even using the
2"prescribed grommets,but instead using metal-clothes-pins to hold the banner secure
to the structure (see picture).
I'm available to meet and assist at your convenience.
Thank you.
John Freeman,President
Pacific View Homeowners Association
www.palosverdes.com/pacificview
2/29/2012
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Hesse Park Main entrance sign,set low to ground,with 7x7 inch logo (lower left corner)
Note ocean,sky,trees and park clearly visible.
New 4x8 foot default backboard board to hold temporary banner signs.
RPV Logo is 3><3 feet.
This is what we want to see at our parks?
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Temporary banner sign attached to new backboard board with metal clothes-pins.
(Note pole is connected to base structure with bolts.)
Saturdays,7PM-9PM
November 1 Z,20 1 1
December 10,2011
January 14 2012
February II,20 J2
.Pre-registration reqUired
For ,nformation or to sign up
call 13101 544-5260
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Carolynn Petru
From:John Freeman Orfree@cox.net]
Sent:Tuesday,February 21,2012 8:35 PM
To:cc@rpv.com
Cc:Carolynn Petru;Katie Howe
Subject:Banner Sign Structures
Attachments:Freeman Park Banner Signs.pdf
Mayor Misetich and City Council members:
Thank you for allowing me to speak during the Public Comments portion of tonight's City
Council Meeting.
I'm attaching a pdf version of my PowerPoint presentation for your reference.I look
forward to the formal council agenda item in the near future to hopefully finalize various
suggestions for improvements to the sign process-as well as protecting our Parks.
I'd like to restate that I am willing to personally pay for two 4x8 transparent Plexiglas
sheets at Hesse Park to replace the unsightly green board backboard structures.They
should be easy to purchase and install-and give you a sort of simple "mock"look at
what could be done.A free trial.At no cost to the City!Try it for a couple months and
then evaluate yourself.
Thank you.
John Freeman,President
Pacific View Homeowners Association
www.palosverdes.com/pacificview
"Working Together for a Better Neighborhood"
2/29/2012
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