HomeMy WebLinkAbout40- Council CITE( OF SAN BERNA INO - REQUEST FC__ COUNCIL ACTION
From: Valerie Pope-Ludlam Subject: Initiation of a Development Code
Amendment to permit billboards
Dept: Councilmember, Ward 6 Mayor and Common Council Meeting
Date: June 10, 1993 June 21, 1993
Synopsis of Previous Council action:
None
Recommended motion:
That the Planning Division be directed to prepare a Development Code Amendment
to consider permitting billboards.
Signature
Contact person: Valerie Pope-Ludlam Phone: 384-5378
Supporting data attached: Staff Report Ward: Citywide
FUNDING REQUIREMENTS: Amount- N/A
Source: (Acct. No.)
(Acct. Description)
Finance:
Council Notes:
75-0262 Agenda Item No.
CITY OF SAN BERNARDINO - REQUEST FOR COUNCIL ACTION
Subject: Initiation of a Development Code Amendment to permit
billboards in the City.
When the Development Code was adopted, new billboards (off-premise
signs) were prohibited throughout the City. The advertising on the
billboards helps to generate revenue for businesses which
indirectly benefits the City. In addition, the City collects a
business registration fee based on the square footage of the
billboard.
COSTS TO CITY
Planning Division staff estimates that it will cost approximately
$3000 for staff to complete an amendment including preparation of
the text, environmental review and preparation of a staff report
and ordinance. This amount does not include review by any other
departments/divisions.
RECOMMENDATION
I recommend that staff be directed to prepare an amendment to the
Development Code to consider permitting billboards in the City.
Valerie Pope-Ludlam
CITY OF SAN BERNARDINO
Planning and Building Services Department
Memorandum
TO: Mayor and common Council
FROM: Al Boughe Director, Planning and Building Services
SUBJECT: Initiation of a Development Code Amendment to Permit
Billboards
DATE: June 10, 1993
COPIES: Shauna Clark, City Administrator; Rachel Clark, City
Clerk
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Councilwoman Pope-Ludlam has submitted a Request for Council Action
to direct Planning staff to prepare an amendment to the Development
Code to permit billboards in the City. I would like to recommend
that the Council not support this request.
Billboards or off-premise signs advertise a business, service,
goods or events at locations other than where the sign is located.
While billboards do generate revenue, the City would realize very
little direct or indirect benefits. Direct revenue would consist
of the fees collected by the City. The City collects a business
registration fee of $.40 per square foot per billboard per year
with a total of approximately $7000-$8000 collected for all
billboards per year.
Indirect revenue to the City would be very difficult to measure
because the billboard could advertise a business, service, goods or
events not located in the City.
Of primary concern is the visual blight from billboards.
Billboards are generally located adjacent to freeways or major
arterials. The view from the freeway, and certain arterials, is
one of the assets that the City enjoys. Frequently, owners of
billboards request that vegetation be removed because it blocks the
view of the billboard. This vegetation not only helps to screen
unsightly views, it enhances the long range view of the mountains.
Therefore, I recommend that the Council not consider permitting new
billboards anywhere in the City and not direct staff to prepare an
amendment to the Development Code.