TITLE
The Mayor and City Council shall discuss and possibly take action to re-authorize an annual holiday signage program that assists in promoting local business awareness and economic growth from November 15, 2012 to January 6, 2013. Discussion and Action.
AGENDA ITEM DESCRIPTION
This program is intended to allow businesses to display additional signage, absent of a permit, during the holiday season; providing greater visibility of local businesses and a festive shopping atmosphere.
Has this been done before, and to what success?
This program, with similar guidelines, was implemented each year from 2007 to 2011 by the City Council in response to business requests for assistance in encouraging residents to shop local.
How is staff working to make it even more successful this year?
Staff is seeking Council approval to integrate this event in conjunction with the Holiday Homes & Businesses on Parade competition for a second consecutive year. Staff is proposing that, like last year, award-winning businesses are granted a banner permit fee waiver for a period of 6 months (January - June of 2013). This would give businesses another reason to participate in the program and would serve to further boost visibility for local businesses and enhance the local holiday shopping atmosphere.
In addition to proposing the above fee waiver for businesses with award-winning decorations, staff is working to ensure that the holiday signage and Holiday Homes & Businesses on Parade programs are adequately promoted. As this is the sixth year of the holiday signage program, many local businesses are familiar with the guidelines. However, staff needs to ensure that businesses are aware of the Holiday Homes & Businesses on Parade program and its benefits. Eight businesses participated last year and staff hopes to at least double that number. If Council should approve this program, staff is prepared to market it as follows:
· Special e-newsletter announcement will be sent to local businesses
· Program information to be posted to the City website
· Email notice will be sent to all businesses in the City business license database, and sent to the Chamber for distribution among their members
· Attend and announce at upcoming Chamber events
· Communicate with local media to encourage story placement promoting the event and describing its benefit to local businesses
How does this compare to/deviate from the City Sign Ordinance?
The following is a comparison of the type of deviation proposed for the Special Event Permit, prepared by the City Planning Division:
Special Event Permit for Shop Maricopa:
Duration: The special event permit is proposing the allowance of banners/other forms of displays and holiday decoration for a total of 52 days.
Type of Signage and permitting: The special event permit is proposing no permit application for banner type signage/other forms of display and holiday decorations.
vs.
Article-22 Sign Provisions:
Duration: Special sales event for banners and other forms of displays are allowed 8 times out of the year for the duration of 30 days. Though within each sales event, 14 days must pass before the next sales event can occur. In addition, a request can be made for modification to the Zoning Administrator.
Type of Signage and permitting: Special sales event that includes banners and other forms of display are required to submit a temporary banner permit.
STAFF RECOMMENDATION
Staff recommends that Council approve the holiday signage program, to be in effect from November 15, 2012 to January 6, 2013.