The freeway skyline in Fountain Valley may soon change as officials move to allow local car dealerships to advertise their services with electronic billboards on the freeway.
Yet the move sparked questions about what the change will mean for future freeway signage in the city and if the sign could distract drivers.
The neighboring City of Westminster waded into the electronic billboard debate last year when city officials allowed LED signs to be constructed along the 405 freeway in an effort to boost city coffers.
City council members passed a resolution 3-2, at their April 16 meeting amending their signage law after the owner of a local RV dealer, Mike Thompson’s RV, requested permission to install a 50-foot digital sign on the 405 freeway.
“These people know their business better than we do,” said Councilman Patrick Harper. “And if they feel like a sign like this will help with sales, it’s a win-win.”
Councilmembers Kim Constantine and Ted Bui dissented, citing distracted driving concerns.
“This goes against our strict signage ordinance,” said Constantine. “If approved could other businesses indeed want to bring in signage, especially in our coveted crossings area?”
Constantine continued to add that the sign would cause distraction to drivers.
“People got to be looking where they’re going,” said Constantine, “getting on the freeway and merging, not looking at signs, new signs even.”
The proposed amendment would require a business to have continuous property for 1,100 feet and must sell vehicles on the property in order to qualify for an electronic billboard at a maximum height of 60 feet.
Frank De Gleas, owner of the RV dealership, requested that their billboard be placed where the business is located between the Eucild and Brookhurst street exits, arguing they have brought in major revenues to the city through sales tax.
He also said that his business lost their iconic waterfall and rocks when the freeway expanded, and wants something to bring attention to the location.
Still, some council members expressed concern about how an adjustment to the city’s signage ordinance might impact future signage constructed around freeways.
Some residents said they felt new signs wouldn’t bring in business, and would instead take up space.
“Driving along the freeway at 60 miles per hour and you pass that sign, you’re not going to turn around and go back,” said Fountain Valley resident Andrea Martel. “Everyone in the county knows where Mike Thompson’s RVs are.”
Resident Cheryl Brothers had opposing thoughts, stating that she was happy that the council had limited the number of businesses that could even apply for a sign that big.
“If you don’t like digital signs, then maybe we should go back to the telegraph and abandon our phones,” said Brothers.
As of now, Mike Thompson’s RV is the only business in Fountain valley qualified to apply for the special use permit, and will be the only business with that big of a digital display.
The second reading of the ordinance is expected to take place this month.
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