Chamber Takes Abrupt Turn on Sign Ordinance

By Jorge Casuso

The Santa Monica Chamber of Commerce has abruptly changed its position on the city's sign ordinance just weeks after the council approved chamber-backed measures to help ease enforcement.

The chamber - which has supported Santa Monica's efforts to enforce the 15-year-old ordinance when it takes effect in April - wrote a letter to the City Council urging it to stay its present course.

The Oct. 1 letter asked city officials to allow the more than 1,000 illegal signs "to be replaced by either the effects of attrition, change of business ownership or change in either the business or signage, itself."

Chamber executive vice president Dan Ehrler said he sent the letter requesting a council hearing on behalf of the chamber's Sign Ordinance Task Force.

"They believe that the way the city has addressed the sign ordinance for the past 14 years would be an appropriate way to fulfill the intent of the ordinance," Ehrler said

The letter marked an abrupt change in the position of the chamber, which successfully lobbied the city last month to be more flexible in it enforcement of the ordinance. At its Sept. 14 meeting, the council voted to allow businesses to file appeals on a case by case basis. It also lowered the cost of filing an appeal from $105 to $50.

"It's a stunning reversal on their part," said Councilman Kevin McKeown. "They have been supporting this for 15 years."

"I think the chamber is edgy these days," said Councilman Paul Rosenstein. "They feel they're at war with the city. Their general mood is more combative. They feel they're getting kicked around."

Ehrler denies the chamber's latest request is a stab at the city, which he says has worked with the chamber since last year to pave the way for enforcing the ordinance.

"I'm very grateful for the fact the city did move forward with our recommendations," Ehrler said. "They were very reasonable.

"But (the task force) thought this was idea that hadn't been brought forth," Ehrler said. "It's just a question. It's not meant to take away from what the chamber and the city has been doing for a year."

Ehrler's letter notes that there are state-imposed exemptions to local sign ordinances. According to the state code, signs are exempt if "special topographic circumstances would result in a material impairment of visibility of the display or the owner's or user's ability to adequately or effectively continue to communicate with the public through the use of the display."

City Attorney Marsha Moutrie said the state code would only apply in limited cases because most of Santa Monica falls within a redevelopment area, which is exempt under the state code. Besides, Moutrie said, the city is "fairly flat," a feature that makes it easy to view signs.

"As far as areas that don't apply, the city might be required to pay compensation for sign removal," Moutrie said. "We are aware of these provisions and will comply with them."