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Central to the current signage debate is whether special considerations should be made for freeway frontage signs, which currently require a ceiling of 30 feet and an absence of changeable electronic messaging.

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Cover Story: ReasSIGNment
2/25/2015 1:03:44 PM

By Craig Howard
Splash Contributor

Not long after Amanda Tainio started working for the city of Liberty Lake in early 2002, she began the monumental task of compiling a detailed inventory that would include every sign within municipal limits. 

The diverse list numbered well into the hundreds and included everything from dancing facsimile dogs to flapping banners to bus benches plastered with colorful logos. With Liberty Lake's first official sign code earning approval by City Council in February 2002, the index would be the starting point in determining compliance with new guidelines designed to bring the city a more cohesive and polished look.

"It was about going through and notifying people we had a new sign code," Tainio recalls. "We were a mini-Sprague Avenue back then. It was definitely a different look than it is now. It took us about a year to get everything cleaned up." 

Tainio, who now serves as Planning and Building Services manager, has been dealing with the local signage debate for more than a dozen years now. At least once a week, she answers questions about exactly what is permitted under the most conservative regulations in Spokane County.  

"We get calls not only from existing businesses but from businesses looking to locate here," Tainio said.

In the past few weeks, Tainio has issued permits to two existing businesses seeking to improve existing signs under the current code. Yet another was issued to a new establishment preparing to hoist up retail signage of their own. Tainio also realizes that if certain changes are made to the city's comprehensive plan later this year, the processing of sign permit requests might well overshadow the Herculean effort it took to compile a signage inventory. 

Looking for direction on signage
Last July, City Council voted unanimously to hire Studio Cascade, a Spokane-based consulting firm, to evaluate the sign code. The company would be paid $25,000 to gather public input from local stakeholders, delve into options and emerge with recommendations for the planning commission and council. 

"The city made it clear that we should approach this with an attitude of ensuring the community's prosperity while also respecting the things that make Liberty Lake a special and unique place," said Bill Grimes of Studio Cascade at a public workshop last September. "Community image is a community resource, and that's something the city has the authority to regulate to some degree."

After months of research and interviews, Studio Cascade came up with a list of recommendations, including the addition of electronic, changeable signage along Interstate 90. Similar digital technology was proposed on a reduced scale for Appleway Avenue and Country Vista Drive while the option of the city owning and operating such signs to promote community events also made the list. Finally, the code's section on standards and location of wall signs would be clarified.

When presenting the potential shifts to City Council on Jan. 20, Chaz Bates of Studio Cascade emphasized that the process centered around "studying the code, understanding the issues, recommending direction and amending the code, if necessary." The city's planning commission had voted less than a week earlier to support the recommendations.  

"The consensus we got was that it is time for Liberty Lake to catch up with technology," Charles Matthews of the planning commission told council on Jan. 20, adding that many of the current signs around town are "almost illegible."

At the workshop last fall, Mike Kennedy of the planning commission reminded those in attendance that reviewing the sign code "has to be the most fair, the most transparent and most documented process possible." 

"We need a code that allows for some flexibility," Kennedy said.

Now City Council must decide by April 1 whether or not to initiate an amendment process to the comprehensive plan that would allow for some combination of the proposed sign code changes to take place. If the amendment process begins, a whole new round of public input would be conducted, culminating in a recommendation by the planning commission and a vote by City Council that could make the transition a reality. 

If approved, the new standards for signage could be implemented as early as this fall.

Historical markers
Judi Owens was part of Liberty Lake's inaugural City Council following incorporation in August 2001 and served on the governing board for the next decade. She recalls the conversation about signage being one of the top priorities discusses by various transition teams after the vote for cityhood passed.    

"There was talk about that even before there was a City Council," Owens said. "We didn't want the big, gaudy signs. Everyone agreed that keeping things lower-key made sense."

After incorporation, efforts on the sign code began in earnest, led by Community Development Director Doug Smith. In six months, council had passed the document and the process of bringing signs into compliance had begun. 

"Signage was the first thing that was addressed because it was the biggest issue out here," Tainio remembers. "With something like temporary banners, people would have a bunch of them that were falling off fences."

Mayor Steve Peterson, who served from 2001 to the end of 2007 and resumed his role from 2012 to present, said city leaders "set out from the beginning to ensure we didn't end up looking like Sprague Avenue" when the transition away from unincorporated Spokane County took place.  

"We didn't want that inconsistency," Peterson said. "That was the common thread. From our perspective, our goal is to make Liberty Lake a well-visioned and designed community that fits the artistic palette. The whole thing is we've invested heavily in trails and parks and cleanliness. We know the businesses are going to be in a certain area." 

In late 2009, City Council included a line item of $100,000 in the following year's budget for a wayfinding sign program that would feature store locators, entrance signs and business district monuments in brick and stone. While the idea for the up-scale directional placards never did take flight, the city did make a compromise, allowing portable sandwich board, or "A-frame," signs in 2010.  

"We talked a lot about how people would find businesses in Liberty Lake," Owens said. "We had always talked about having directional signs. I thought when they started talking about signage again, they were finally going to get around to doing some of those things we had talked about, but now it looks like they're looking at something else."

Owens, who still lives in Liberty Lake, expressed concern about the city "yielding to businesses" in the most recent signage debate.

"I'm not for a lot of the big changes they are proposing," she said. "Why would we want to be the same as everyone else when it comes to signage? I think businesses here have opportunities right now for signage. There are also other opportunities to advertise than putting up a great, big sign. I've never thought that belonged in Liberty Lake and still don't." 

Smith reiterated the city's focus on aesthetic continuity in 2010 when the clamor for a different approach to signage was being spurred by many local businesses.  

"One of the original considerations of incorporation was how to deal with the threat of billboards and other signs," Smith said. "It impacts the community as a whole. When you have signs and banners all over the place, it runs counter to the goals we're trying to achieve."

Owens was in attendance at the Feb. 17 City Council meeting, imploring the governing board to retain the original regulations that have given Liberty Lake its trademark look.

"We've set some standards, and I would like to see them stay in place," she said.   

Freeway features
Last month, Spokane Valley RV, just to the west of Liberty Lake city limits, ran a sale connected to President's Day. The site along Interstate 90 was festooned with banners, balloons and even an oversized dirigible ape adorned in stylish shades. The company's large, electronic sign overlooking the freeway featured news of the sale along with a rotation of various other messages. 

The trio of RV companies within Liberty Lake boundaries - Freedom RV, Camping World and R n' R RV - include towering signage that borders I-90, yet all three comply with the city's ceiling of 30 feet and an absence of electronic changeable messaging. 

Jerry Wagner, longtime general manager at R n' R RV, has been talking with city representatives for years about adjusting their sign policies.

"The issue is we're a retail business along the freeway, and we need to be able to advertise brands we carry," Wagner said. "A digital sign just allows you the capability of changing a message. Part of the problem is, when that subject is brought up to people, they have a perception of something that is erratic and visibly obtrusive. The whole problem, even with some of the council, is they don't really understand that the digital sign doesn't have to look any different than my existing freeway sign right now, except it's a little clearer to read and it doesn't sun fade over time."

As the dealer for more than a dozen of the top manufacturers in the RV industry, R n' R would like to get the word out to those passing by on I-90, Wagner says.   

"Nobody knows what brands of RVs we carry," he said. "We're not looking to stir up the residents. We appreciate the area we are in. All we're asking is for the city to allow the digital sign and then tell us the guidelines of how often we can change the message." 

Wagner's homework on the topic includes excerpts from sign codes for Spokane, Spokane Valley, Coeur d'Alene, Post Falls, Airway Heights and Spokane County, all of which allow electronic changeable signs with various restrictions around daytime and evening brightness as well as message frequency. 

In addition to the Spokane Valley RV sign, motorists traveling east toward Liberty Lake these days are greeted by a handful of electronic message boards, from the mammoth, scoreboard motif near the International Gateway Corporate Park in Post Falls to the digital display outside Furniture Row near the Evergreen exit that is currently out of commission.     

Eric Holt of AllSport, another Liberty Lake business with I-90 frontage, didn't quite endorse digital, alternating signs at last September's workshop, but said he welcomed shifts in the current code. 

"It's tough to get people's attention," Holt said. "I'm not saying I want electronic signs, but it would be nice to have a little more flexibility. It would help us to get more attention of people driving down the freeway." 

If the code is altered, Wagner said the cost of the electronic signs will have an impact on how many begin to appear along the freeway corridor. If council does not vote to move ahead with the steps toward amending the comprehensive plan, there is a provision in city law that allows a local business faction to initiate the process for a fee of $2,500 plus $200 for a State Environmental Policy Act (SEPA) study and any cost of public notices. While council would have the final vote, Wagner said such a campaign is a possibility.      

"The cost of a sign is going to be somewhere between $50,000 to $100,000, so a $2,500 fee is pretty minimal," he said. "Another thing is these signs are not cheap, so it's not like everyone's going to be able to put one up even if they allow them. They're very cost-prohibitive." 

Wagner maintains that a reasonable approach to electronic alternating signs would not have a drastic impact on the look of Liberty Lake.    

"There are backlit signs everywhere in this town," he said. "A digital sign doesn't have to look any different. It's just about changing the message. That's one of the main reasons we paid the high price for retail frontage."

Near the highway's horizon
Directional signage has been a dilemma for the HUB Sports Center going back to 2004, when the multi-purpose building premiered as Sports USA. Phil Champlin, the venue's current executive director, arrived in 2009 and has heard no shortage of chatter about the difficulty in finding the site, tucked off I-90 on Cataldo Avenue. 

"We do have people that struggle to find the place and know that it's here for the community," Champlin said. "Our challenge is that, being a parcel off the freeway, we would need an off-premise sign, but that would take other businesses within our business district to go in on it, and Freedom RV and Camping World don't need additional signage. We could put up a monument sign at ground level, but if you've ever driven in here, that kind of sign is not going to help us. We need something we can elevate. We can put up A-frame signs for special events, but that's a Band-Aid." 

Wayne Frost, a HUB board member, attended the sign workshop last September and spoke to the need for "a distinction within the code for places of import to the city." 

Champlin said he applauds the city's pragmatic approach to signage but expressed hope that the code would eventually become more flexible for the HUB and businesses throughout municipal limits.  

"They're being very cautious with signs that go into the community, which is great because you maintain the look the city already has," Champlin said. "But it also sounds like they're looking at allowing businesses to market themselves better.  I'm glad they're looking at changes. We're hoping we can get something that will let people know this great facility is in Liberty Lake. I hear what other people hear, that it's prohibitive for some businesses to come to Liberty Lake because of the sign code and their ability to let people know where they're at." 

Brandon Hunt of Huntwood Custom Cabinets understands the challenge of directing customers to a storefront. While Huntwood's center for manufacturing and administration is located on Appleway, the business also operates a retail site on Mission called Bargain Hunt. In 2002, the store was required under the new code to reduce its frontage sign to 8.5 feet, a significant drop from the previous marquee. 

Now Hunt is hoping the city will look at allowing some leeway on wall sign standards. The back of the Bargain Hunt building is well off the freeway but still visible to passing motorists. Currently, a large truck with the company's logo serves as the store's most visible signage. 

"It would be nice for people not to get frustrated trying to find your place," Hunt said. 

Hunt is not as keen on electronic changeable signs, saying he favors a sign code "that is practical and has some standard of dressiness but doesn't go overboard."

"You'd like to be able to spruce things up a bit, but you don't want to become like Sprague Avenue," he said. 

Changing times, changing signs 
Peterson was living in the Puget Sound area when Issaquah went through a sign squabble of its own in the 1970s. The suburb of Seattle near the shores of Lake Sammamish had to decide how a growing commercial sector would be permitted to advertise. Peterson remembers the city reaching an aesthetic balance over time.  

"They had a restrictive sign code to start," he said. "They've changed it since, but you're not overwhelmed by signage there. It's in the freeway retail corridor, not in their neighborhoods." 

When it comes to promoting local commerce, Peterson emphasizes that a pro-business approach has a dramatic ripple effect on the texture of the community. 

"One thing people need to realize is their property tax pays for the police and the library," he said. "All the other money for city staff, council, the trails, the parks, the streets, comes from retail sales tax. It accounted for well over $2 million last year. Those are our businesses. We need to make sure they're successful, and signage is a part of that.  The aesthetics of this city are great and we want to maintain the aesthetics of the signage, but I think the citizens have to understand that if products are not being sold, we're not collecting retail sales tax. It affects the sustainability of the city."

A workshop on the sign code is scheduled as part of the March 3 council meeting. City Administrator Katy Allen said she is hopeful that the discussion will shed light on a complex topic. 

"What we're striving for is listening to our residents and listening to our businesses and seeing if there's a code that could work for both," Allen said. "The recommendation came forward, now it's going to be up to our council to evaluate the policy and modify it, approve it or deny it."   

Peterson said adding the sign code recommendations to the amendment process would allow for wide-ranging public comment and more time to evaluate the potential impact of various types of signs.    

"If the council wants more public involvement and feedback, why would you not put that forward in the amendment cycle?" Peterson said. 

A number of electronic changeable signs, including a subtle design set in brick outside Horizon Credit Union on Country Vista Drive, remain as carryovers from pre-incorporation standards outlined by Spokane County. Peterson said such messaging offers a better alternative to some of the standards currently in place. 

"Do you want a bunch of sandwich board signs that get swept away by the wind or a classy monument sign like the one at Horizon that has changeable electronic messages?" he said. "That's my question, ‘What is really cluttered?'" 

Allen says she "remains optimistic that there will be a happy medium" in the deliberation over signs. 

"Over time, I think cities have gotten smarter about what works with signs in their cities," she said. "We all appreciate the look we have in Liberty Lake. It's quaint, walkable, safe and clean. Those are all things that residents want to preserve. We also have businesses that want to let people know where they are."

Awaiting counsel from council 
With City Council having the final say on signage, all those interested in the future of the sign code will be tuned in to the discussion around the dais this month. Opinions on the governing board vary substantially, from those who say Liberty Lake should remain unmoved on signs to those who lean toward a more malleable approach benefiting businesses. 

"I absolutely feel there can be a balance and needs to be," said Council Member Shane Brickner. "If we want to progress as a city and develop our commercial growth, this is an area we have got to look at. I think with as long as we set the standards, it will be great growth for our community and local businesses." 

Council Member Keith Kopelson said he sees "nothing new as far as technology is concerned" since the council's last review of signage.  

"I believe our current codes are consistent with the beauty and charm of the city we all love," Kopelson said. "I am not convinced that the majority of the residents of the Liberty Lake are interested in a change of these ordinances. We should not make changes that only a few business owners requested or a minority of residents want. I encourage and appreciate open communication from all interested parties and careful consideration when looking to change things that might not be broken."

Council Member Odin Langford said the latest faceoff over signage "is not a city vs. business problem" since both entities want commerce to thrive. 

"It has been my experience that most Liberty Lake businesses want more advertising space on their buildings, not new signs costing thousands of dollars," Langford said. "Personally, I believe that the business community could be better served as a group if the current sign space limitations were loosened."

Langford added there is no denying that Liberty Lake is known for its signature look, based in no small part on a distinctive sign code.   

"None of the existing businesses in Liberty Lake located here because of our sign codes," he said. "However, all of the planned developments were designed with aesthetics, light pollution, sign distraction and safety regulations in mind, which contributed to the current standards."

If the sign code does undergo a makeover, Langford said the challenge will be to establish some degree of symmetry in the adjusted terrain.

"If you were to ask 100 businesses in Liberty Lake if they wanted more advertising space over the current limitations, almost all would surely say ‘yes,'" he said. "If you were to ask 100 businesses in Liberty Lake what they wanted that new advertising space to look like, almost all would have different visions."

Like Kopelson, Mayor Pro Tem Cris Kaminskas says she wants to make sure council takes into account the priorities of citizens. 

"People move to Liberty Lake for the aesthetics," Kaminskas said. "If they wanted a proliferation of electronic signage, they could go to Spokane Valley, Spokane, Post Falls or Coeur d'Alene. There are numerous examples of cities across America who have stuck with toned-down, traditional signage and been successful.  There are even towns that don't allow any backlit signage, and these towns are known for their aesthetics." 

Kaminskas says an overlooked piece of the sign puzzle involves "several businesses that located here because they liked the restrictive signage."

"What about them?" she asked. "It's vitally important that we represent everyone, not just the special interest groups. More signs and/or more distracting signs are not the answer. Any changes to the signage along the business district in Liberty Lake - Country Vista, Liberty Lake Road, Appleway - will have a lasting, long-term effect on the city, a negative one."  

The current City Council roster includes two former members of the planning commission, Dan Dunne and Bob Moore. Dunne said the key in any discussion about electronic changeable signs needs to include a clear definition of the ground rules.

"If there are controls to how information is depicted in an electronically changeable sign, they can fit aesthetically into our city's character," Dunne said. "Businesses, as well as residents, choose to call Liberty Lake home because of the well-defined character of our city. A portion of that character is defined in the city's commercial sign code, which has previously never allowed electronically changeable signs. I believe that these signs have not been previously considered only because design standards defining the operation of electronically changeable signs have not previously been considered."      

Moore is far from agreement with his former planning commission colleague, calling the recommendations for revolving digital signs "unacceptable."

"The proposals are not only inconsistent and contradictory with the existing signage standards, but also will compromise the aesthetic character of our community," Moore said. "There are probably some isolated instances where the extenuating circumstances could justify electronic messaging signs in Liberty Lake. I have suggested in public meetings that these exceptions could be handled through a variance approval process to include citizen and business involvement, city staff, the planning commission, with final approval by City Council. This process would result in only the deserving exceptions being approved as opposed to possibly hundreds of electronic signs being allowed under the existing proposed changes."

Council Member Hugh Severs said he understands the challenge faced by RV and auto dealers in marketing a variety of brands as well as rotating sales under the existing code. 

"I believe Liberty Lake can address the issues at hand and come up with a reasonable balance between business signs and city aesthetics," Severs said.

The city, meanwhile, could benefit from a more advanced method to publicize a year-round schedule of community events and public safety messages, Severs said. The city currently utilizes several large sandwich board signs that can be switched out depending on the promotion. 

Severs also supports a clarification of the sign code "so it can be easily read and understood by business owners" as well as an "update of the archaic and unreadable ‘A-board' signs and allowing for instances of electronically changeable signs" with standards such as stone veneer settings and directives on brightness, types of displays and message frequency.  

"With the clarity in the code and specific architectural standards for electronic signs, I believe we can come up with a very nice balance that not only keeps Liberty Lake's aesthetic appeal intact, but enhances it while being more business friendly," Severs said.

For Tainio, the latest discussion means an opportunity to craft a clear message on the direction of local signage for the foreseeable future. 

"For the businesses, we want to establish consistency and clarity," she said. "We also want to know what is important to our residents. We want everyone around the table to discuss this and emerge with a balance that works for the entire community. Then we want to move on."  

• • • 

Temporary electronic sign draws diverse reaction

By Craig Howard
Splash Contributor 

Motorists along Country Vista Drive near Liberty Lake City Hall on Feb. 3 were greeted by a colorful array of illuminated messages trumpeting everything from Habitat for Humanity to the celebration of Mothers' Day. 

City Administrator Katy Allen shed light on the beaming placard at the City Council meeting that evening, explaining that it had been placed near the road to provide an example of the electronic, changeable signs being proposed for different areas of Liberty Lake, from thoroughfares like Appleway and Country Vista to the I-90 corridor. This city has also discussed the idea of putting up similar signs to promote community events.

The mostly generic sign stood for just over a week, enough time for the city to gather plenty of reaction from residents through a short survey. Support for community messaging resonated through much of the input while many chimed in with concern that such signage be limited to I-90 if it was allowed within the code.  

At the Feb. 17 council meeting, Allen said the demo sign had been placed on the south side of I-90 near R n' R RV. The digital sign will also be situated temporarily on the southeast corner of Country Vista and Liberty Lake Road that has been mentioned for community messaging.

Regarding the experiment near City Hall, Allen reflected that while the demonstration "was a good opportunity for feedback," it fell short of illustrating how such signage might blend into the city's terrain. Questions also remain about the level of brightness and frequency of messaging that would be allowed on electronic signs. 

"It wasn't a great demo - it wasn't really representative of the type of sign, location or messaging that you might see," Allen said. 

Allen said those ingredients may have had something to do with the tone of comments - over 250 in total - that the city received via email. A sampling of citizen sentiments follows:  

• "It should be at the entrance to the city like at I-90 and Appleway." 

• "Looks very industrial, reminds me of a construction zone." 

• "I could support for special events but not for permanent placement or regular use."  

• "It looks unprofessional and cheap; the welcomes by the freeway roundabout and by the golf course look so much more professional." 

• "Near I-90 is fine, but in town they are light pollution and distracting to drivers."

• "Hate electronic reader board in town, but I think it would be fine along Appleway or I-90."

• "FINALLY…. The city has been clamoring for these for several years!! Thank you!!!!!"

• "Communication is critical and we need message boards!" 

• "I like the idea of message boards that can be changed to pass current news of events and warnings, etc."

• "I-90 I can live with, absolutely not anywhere else with the exception being for community purposes. On the freeway it is probably fine. Most of us moved here for the small town atmosphere." 

• "I realize that the sign example is just that an example, but I don't like the colors."

• "I don't like the signs on trailers though, should be something classier. Also you need to consider putting a stop sign in the parking lot of the bus transfer area."

• "Step into the 21st Century. I am more concerned about the aesthetic appearance (color, condition, trim, etc.) than the fact that the content of these signs is electronically changeable. These are just boxes with lights, like any other backlit sign." "

• "We are losing market share to Post Falls dealers due to not being able to promote through signage along I-90."

• "Changeable message signs are informative and reusable, and I fully support using these wherever possible." 

• "I would only like to see this type of sign if there are restrictions on the size." 

• "I am looking forward to a community message board! This would be a convenient smart, logical and up- to-the-minute way to inform citizens of activities going on in our community. Would like to see the sign a little smaller and not as bright. But overall a great community asset for Liberty Lake." 




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