SR 05:286 - Laserfiche WebLink

benefit to the greatest number of shops, and the appearance, to ensure the signs were aesthetically appropriate within the Downtown district. DISCUSSION The owners and managers of many of the retail businesses located off Main Street perceive they are at a disadvantage and believe additional signage is a necessary component to their success, as it will increase foot traffic, resulting in an increase in sales and sales tax revenue. In conjunction, the PDA believes the commercial development of the side streets is a key element in intensifying the Downtown area to support the long-term economic vitality of the commercial district. The RSSSC has visited other communities, including Danville, Napa and Healdsburg for examples of permanent off-site signs to identify businesses within a Downtown area. These signs range from freestanding signs with multiple business plaques to building-mounted signs that indicate additional shopping venues. Considering the historic context of Downtown Pleasanton, and the placement of required signs (traffic, street and informational) the PDA is proposing a series of signs attached to existing utility and traffic poles located at or near major intersections to direct pedestrian traffic to side street shops. Through the work of the RSSSC and with input from City staff, the PDA has developed two design options for consideration by the City Council. The proposed signs would be two-sided, constructed of natural cedar wood with a color stain overlay, and sandblasted to create the design. In both options, the oval signs measuring 23Y:z inches wide by 27 inches high indicate "More Shops" with a directional arrow pointing to the side street. Each sign will be attached to a pole with black wrought iron scroll measuring approximately 26 inches wide by 24 inches high. Staff will be presenting an actual-size model of the sign at the Council meeting. Option 1 (Attachment A) shows the lettering for "Downtown" and "More Shops" in black on an ivory stain background. The background of the Pleasanton Arch and the directional arrow will be medium green, with the "Pleasanton" lettering in ivory (the same color specification as the sign stain). The sign border would be gold. Option 2 (Attachment B) shows all the lettering, "Downtown," "More Shops" and "Pleasanton," in ivory on a redwood stain background. The background of the Pleasanton Arch and the directional arrow will be medium green, with the arrow outlined in either white or gold. The sign border would be gold. Option I is the RSSSC's preferred option as they feel it most effectively conveys the rich architectural character and quality of the Downtown. During the course of developing the design for the signs, there was discussion between the RSSSC and City staff as to illuminating the signs for better visibility at night and during the winter months. It was suggested that the signs could be down lit by light fixtures incorporated either into the iron bracket or mounted on the pole, or by a string of lights that encircled the sign to provide a soft glow of light around the sign. SR:05:286 Page 2