Signs are being torn down throughout Santa Monica
By BYCAROLYN SACKARIASON Daily Press Staff Writer
PULLQUOTE: “They are worried about signage, but they do nothing about the homeless sleeping in my doorway.” — Andrea Waters, Santa Monica business owner
By Carolyn Sackariason
Daily Press Staff Writer
Watch out for the sign police — they’ll soon be at a business near you.
City Hall is apparently cracking down on local businesses who use signs outside of their storefronts to promote their inventory. In the past two weeks, several businesses along Wilshire Boulevard have been forced to tear down their signs or face thousands of dollars in fines.
The laws governing signs throughout the city — which are more than 15 years old — are based on a set of complex standards that forbid many kinds. But merchants say the enforcement of those laws is arbitrary.
Several businesses between 10th and 12th Streets on Wilshire Boulevard were ordered in the past two weeks to take down their signs, yet other businesses across the street still have large signs promoting items such as beer and cigarettes.
4AC,“It seems like a double standard,” said Chris Farrand who works at Leeds Mattress. Farrand had to remove 10 signs that were protruding four inches from the mattress store’s roof that promoted which type of beds they sold.
“It’s a big deal, we need that brand recognition,” he said. “City Hall has always been tough on local businesses... they want our tax dollars, but they don’t want to help us.”
Andrea Waters, who owns Great Labels between 11th and 12th Streets, was ordered to remove signs that promoted designer clothing that she sells. The signs were hung on a brick wall at the entrance of her shop.
“As I look all around the city, nobody is complying with it, and it irks me that I had to take mine down,” Waters said. “I see violations all over the city.”
When Waters was notified in November of her apparent violations, she attempted to apply for the proper permits at City Hall. But she was told that the signs weren’t the right size and they would have to come down. After procrastinating for months, Waters last month was told by City Hall workers that she would face hefty fines and be summoned to an administrative hearing held by the City Attorney’s office if she didn’t comply.
3BE,“I tried to do the right thing, and I complied grudgingly,” she said. “They are worried about signage, but they do nothing about the homeless sleeping in my doorway.”
Another business owner along Wilshire, who spoke on the condition of anonymity for fear of retribution, said he hasn’t been contacted by City Hall about his signs, which are similar to what Waters had hanging in front of her store.
“It looks like a third-world country here,” he said. “There is defecation and urine in front of my door, and they are worried about signs. If they are going to harass people for signs, maybe they should clean up the city first.”
Santa Monica City Councilman Ken Genser said the laws are partially to control aesthetics, but also are meant as a safety mechanism because people driving down the street might take their eyes off the road to read the signs. The code also is designed to level the playing field so one business can’t promote more than the other.
33C,“We are not unique in having this sign code,” he said, adding most cities have laws regulating signs.
Genser said enforcement has been lacking in the past three years, when all signs in the city were reviewed and either approved or denied.
“Staff hasn’t enforced it, which is a disappointment for me,” he said.
When asked to respond to merchants’ criticisms that the homeless people sleeping on Wilshire Boulevard are much more of an eyesore than their signs, Genser said the two are separate issues. He added that it’s up to merchants to notify police when they see people illegally sleeping or camping in a public place.
“People complain about people sleeping in their doorways, and they don’t report it,” Genser said. “We want our laws enforced but it takes the whole community to help with it, you can’t just be passive.”
It’s clear many signs adorning the entrances of local businesses are illegal, as are sandwich boards — typically placed in front of a restaurant to detail what’s on the menu for the day.
“If you drive around, you can see them in different parts of the city,” said Sterling Meredith, who owns Good To Eat at 313 Wilshire Blvd. He was notified by City Hall in November that he had to remove his board from the sidewalk, which he has done. But he still doesn’t agree with the code.
“It draws attention, and it draws people in,” Meredith said. “It definitely helps promote your business.”
Gary Gordon, who manages the Main Street Merchants Association, said signs and sandwich boards are obvious assets for a business owner. He added that he thinks that businesses should be allowed to promote their stores.
“Main Street is a pedestrian-oriented street that has relatively slow traffic, and every merchant wants to do what they can, within reason, to show ‘this is my business and this is what I’ve got,’” he said. “There has been a long period of non enforcement... it’s going to shock a lot of people when they find out what’s legal and what’s illegal.”
Originally published in the Santa Monica Daily Press print edition on April 5, 2004. Read the original PDF.