Sign Review Gets Underway As Rules and Criteria Are Set 

Carolanne Sudderth

Mirror Staff Writer

   As a 15-year grace period draws to a close, Santa Monica’s skyscape is bound to look a little different. 
   April 15, 2000 marks the deadline for compliance with Santa Monica’s 1985 sign ordinance. Pole signs, signs that stick out like a wing from their buildings, free-standing signs, roof signs, off-site signs will officially be things of the past.
   One of the soon-to-be-illegal signs was the legendary Santa Monica Pier neon arch. Fortunately, the Planning Commission saw the ordinance oversight before it was too late. 
   Realizing that there might be other signs of cultural or historic value in Santa Monica, they assembled a group of five knowledgeable individuals to seek out and mark such signs for preservation. 
   The Meritorious Sign Task Force consists of our members of City commissions, Ken Breisch (Planning Commission), Sergio Zeballos, (Architectural Review Board), R. Scott Page (Landmarks Commission) along with John Bohn representing the business community and architect Herb Katz who volunteered to serve as member-at-large. 
   On August 3, the Task Force approved the Meritorious Sign Criteria and traded in their Task Force hats for Meritorious Sign Review Board (MSRB) hats. 
   The MSRB will first review some 1,100 illegal signs to see if they fall into either of two categories: historically significant and contemporary culture. 
   “Historically significant” signs include those built before 1970 that have “specifically contributed to Santa Monica’s history.” 
   “Contemporary Culture” signs includes those erected between 1970 and 1985 that have become important to Santa Monica’s recent history of eclectic development.
   In both cases, technical excellence of the signs will be measured as well as the historical importance of the businesses they represent. The determination process will be similar to that used to designate landmarks.
In order for a sign to be meritorious, and therefore worthy of preservation, it must have either aesthetic value or landmark quality. 
   Signs with aesthetic value must fit into one of four categories: 
   (1) Antique Signs that possess a uniqueness or charm because they are visually aged, or that have become representative of an era in Santa Monica’s history. 
   (2) Techniques/Craftsmanship: Classic examples of craftsmanship or style of the period when it was constructed. 
   (3) Integral Character: Sign is integrated into the architecture as was often done in Revival, Deco, and Moderne periods. 
   (4) Original Integrity: The current look of a sign is consistent with that envisioned by its designer.
   Signs with Landmark Quality have played an integral role in defining the historic development of Santa Monica, independent of their appearance.
As the MSRB examines signs to determine their eligibility, a series of hearings will be held at which the public will have the opportunity to address the board about individual signs.
   After the list is compiled, copies of it will be mailed to all tenants and owners with non-conforming signs. Consideration or appeals of additions and deletions from the list will be heard by the City Council.