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BACKGROUND In 2008, the Pleasanton Downtown Association's Downtown Vitality Committee (DVC) initiated a discussion about the effectiveness of the signage that leads visitors to the Downtown. DVC members commented that visitors to Pleasanton, and even some residents, noted they could not easily locate the Downtown and therefore didn't patronize the merchants located within the district. Additionally, the signs that are currently posted are of different sizes, colors and materials, some of which have become weathered and difficult to read. The DVC determined that a coordinated program of 'wayfinding' signs would help to draw additional traffic to the Downtown and thereby support the long-term economic vitality of the commercial area. DISCUSSION City staff recognized they could assist in this effort and developed for the DVC's review the core elements of a Downtown wayfinding sign program. A map showing the current location of signs noting the downtown was prepared, and then updated to show the proposed locations of both replacement and new sign locations. The new signs will be placed within the city limits at the major entryways to the city-such as at Interstate-580 and Hopyard and Santa Rita Roads, and Hacienda Drive-and then along major roadways leading into the Downtown. Once in the downtown district, the signs will show the direction to amenities such as parking and restrooms, and to places of interest such the Museum on Main and the Firehouse Arts Center. In all, there will be 51 coordinated signs placed strategically throughout the city. Several sign designs were created for review and comment by the DVC members. The committee considered the size and appearance of the signs to ensure they were aesthetically pleasing as well as easy to read from a passing vehicle. After multiple revisions, a preferred design template was approved by the DVC, and then by the PDA Board of Directors (Attachment). The simplicity of the sign is intended to focus attention on the word "Downtown" accompanied by an arrow showing the direction to Downtown. Of note, the sign also incorporates the iconic Pleasanton arch to further reinforce the Downtown image. The signs will be single-sided, and constructed of the same materials used for standard directional street signage. The white background was specifically chosen as the reflective paint provides better visibility, especially at night and during the winter months. The signs will measure 33 inches wide by 36 inches high-in comparison, a regular speed limit sign measures 24 inches by 30 inches, and an enhanced speed limit sign measures 36 inches by 45 inches-and will be attached to a single pole. Staff will be presenting an actual-size model of the sign at the Council meeting. To save time and expense, the new wayfinding signs will be made by staff in the Streets Division at the sign shop at the City's Operations Service Center. The materials cost for each sign is $36; the cost for the recommended 51 signs is $1,836. City Streets Division staff will also install all the new signs. This efficient use of resources allows for minimal replacement time should a sign be damaged, or a new sign need to be added. These signs would be owned by the City and be repaired and replaced as part of the City's ongoing sign maintenance work. Page 2 of 4