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IF AC Northwest Associated Consultants, Inc. <br />U R B A N P L A N N I N G • D E S I G N • M A R K E T R E S E A R C H <br />MEMORANDUM <br />TO: Little Canada City Council <br />FROM: Stephen Grittman <br />DATE: 6 February 1991 <br />RE: Little Canada - Portable Sign Restrictions <br />FILE NO: 758.09 - 91.01 <br />At the direction of the Mayor, we have prepared some comments <br />regarding the regulation of portable signs. This issue was <br />raised at our Tuesday staff meeting by Mr. John Vitale, owner of <br />Thunder Bay Plaza, and one of his tenants. The tenant indicated <br />that the next few months is critical to his business' survival <br />since his primary service is tax return preparation. As a <br />result, he had placed a portable sign to advertise along Little <br />Canada Road. City Building Official, John Palacio, contacted the <br />business notifying them that the sign needed a permit, and that <br />the Sign Ordinance limits such display to three displays of ten <br />days, each separated by a thirty day lapse. This Ordinance was <br />adopted in July of 1984 after a report from a joint City - Business <br />Committee. The intent was to ensure that portable or temporary <br />signs not become additional "permanent" facilities. <br />Mr. Vitale has proposed that, due to extreme slowdowns in local <br />small business activity, this provision of the Sign Ordinance be <br />suspended to allow Little Canada businesses the opportunity to <br />supplement their advertising in the most cost - effective manner. <br />Mr. Vitale proposes that such a suspension would last through <br />the duration of the economic recession, with an evaluation of the <br />success near the end of the process. <br />There are two goals for signage regulations. The first is to <br />maximize exposure for local business identification. The second <br />is to minimize streetscape clutter. Although they may seem to be <br />opposed, the two goals are quite similar. When too much signage <br />along the street exists, all sign communication suffers due to an <br />overload of information. In such cases, the only successful <br />advertiser will be the one with the most obtrusive sign device, <br />4601 Excelsior Blvd. • Suite 410 Minneapolis, MN 55416 • (612) 925 -9420 • Fax 925 -2721 <br />Page 57 <br />