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July 2011 |
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CONSIDERING A HWY 5 BUSINESS SIGN TO STEER COMMUNITY INTO DOWNTOWN VICTORIA Victoria councilmembers are taking an extra month to discuss and decide if the Victoria community should have a business sign constructed and installed at perhaps a considerable cost at the southwest corner of Hwy 5 and Bavaria Road above the Madelyn Creek residential development. After much give and take on June 27th, the issue was tabled in order to obtain more information related to 1) measurable benefits and statistics related to such signs in other communities, 2) comments from residents about such a sign, and 3) a branding strategy, not yet developed, that would coordinate signage throughout the Victoria community. Community Development Director Holly Kreft stated, "This is a continuation of a discussion we've had. We've been approached by the business community to have a sign there. This seems to be a preferred location. City staff has reviewed this and recommended Council authorize getting quotes on signage options for price comparisons. We need to determine funding sources." Holly pointed out that advertising a particular business on such a sign would be prohibited by city code but a more comprehensive business or community sign would be allowed. Said Councilmember Kim Roden, "For whatever reason, signs seem to make people emotional. I'd like confirmation that no property owners would have visual issues with this." Said Councilmember Tom O'Connor, "It seems we're rushing to put a sign up without a branding strategy. Is there empirical evidence that a listing of businesses on a sign will bring in business? It seems a number of questions need to be answered. This issue will generate a lot of heat. Does it support business or does it support the community? What does it cost?" Holly estimated that an LED sign might cost up to $25,000 and a motion sign might cost up to $60,000. "I'd like to see it as part of an overall strategy," continued Councilmember O'Connor. "Will we get pushed for home-based businesses to be included on a sign? Can Deer Run be included? I'm wondering if it's a valid city expense -- spending $25,000 on a sign that may or may not support our businesses." Stated Councilmember Tom Strigel, "If the sign doesn't drive people to downtown Victoria, the businesses would not want to help pay for the sign." "We've got 7,500 people living in Victoria," said Council O'Connor. "What do they want to see? Probably something esthetically pleasing. Whatever we do will be there for a long time. I don't believe we're an LED community. We are a city of lakes and parks." Stated Councilmember Jim Crowley, "This is a way to get advertising in a controlled measure." Asked Councilmember Roden, "Why would we want to put a business sign in a multi-family residential neighborhood? The bar has been set high for the quality of monument signs to our neighborhoods. This doesn't seem to compare favorably. Is this something we're just doing as a result of Hwy 5 construction next year? How does it fall into an overall initiative?" Councilmember O'Connor asked, "Is there any evidence such a sign would be effective for whatever thousands of dollars of cost to us? We've already got signs downtown. I'd like some feedback from the citizens. I think such a sign cheapens Victoria." Stated Councilmember Crowley, "We could experiment and put up a wooden sign, a temporary sign." Stated Mayor Mary Thun, "For whatever reason, many of our residents don't use downtown Victoria, and that's a problem for us. I do think we need to drive Victoria business here." "I don't think a sign will change people's behavior," said Councilmember Roden. "There are communities that have business listing signs," said Holly. "We could check that out. Waconia has a community sign." "Tell me how that land is zoned," said Councilmember Roden. "It could be as simple as putting a sign up and seeing what happens," said Councilmember Crowley. "This could open ourselves up to other businesses who tell us our sign ordinance is hard to climb," said Councilmember Roden. "Businesses have spent a lot of money to meet our sign ordinance. We are policy makers of the community." "We're already short in the general fund. This seems like discretionary spending," said Councilmember O'Connor. Said Councilmember Crowley, "I think we'd get much more return from a business sign than a soccer field." "Let's not confuse apples and oranges here," stated Mayor Thun. "Because this has been hanging around a while, let's look at this and make a decision in the near future." The near future could be the city council meeting scheduled for Monday, July 25th, at which time Holly Kreft will present additional information gathered at the request of city councilmembers.
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