Regulating signage & advertising during a bad economy? Oh, so that's the ticket to economic recovery in Hallandale Beach

Above and below, where we set our tale today: Hallandale Beach, FL, looking south-bound on U.S.-1 & Hallandale Beach Blvd., home of one of the city's two red-light cameras that made it infamous in South Florida.

Go ahead and ignore all the gang graffiti you see on all these signs and posts on the main roads in town - HB City Hall already does.

September 23, 2011 photos by South Beach Hoosier.

Somewhat out-of-the-blue Tuesday night, I found myself discovering that one of the other things that will be going down at Wednesday afternoon's HB Planning & Zoning Board meeting at 1:30 p.m., besides the previously-mentioned attempt by Mayor Cooper & Co. to thwart the will of the majority of the homeowners in Golden Isles, is, of all things, regulating signage and advertising.

Yes, signage, one of my longstanding bête noires in the poorly-managed Broward city on the ocean that is as dysfunctional as any city in South Florida.

The same city that on its own electronic message board, across the street from Gulfstream Park Race Track & Casino, off U.S.-1 & SE 3rd Street, was running the wrong meeting time for its second City Commission get-together of the month for many months AFTER I'd already told the head of the city's IT Dept. about the problem, AFTER first mentioning it publicly minutes before during Public Comments of a City Commission meeting in which I focused on the city's inability to see extant problems right in front of their own face, but which everyone else can see.

The sign is less than a block from City Hall, but somehow, we're supposed to believe that over many months, nobody but me noticed?

Even I don't believe that.

It's hard not to get the impression right now that this effort on Wednesday is a solution in search of a problem, when there already are longstanding problems -including lack of appropriate and sufficient signage- the city is NOT handling competently, efficiently or with any degree of smarts.

Problems that have existed for many years...

The very city that, as mentioned here more than a few times in the past, DOESN'T have a single directional sign anywhere within its borders indicating exactly where City Hall is, or the Police Dept. HQ, or the Fire/Rescue HQ or... even a sign on busy U.S.-1 for the municipal swimming pool just three blocks away.

The city swimming pool that even many usually well-informed residents don't even know exists.

Yes, that city.

Across the street from the main U.S.-1 entrance to Gulfstream Park, one block north of HB City Hall and the HB Police Dept., gangs use Gulfstream Park signs as Post-Its to let everyone know who did it. There's no mystery folks. September 23, 2011 photo by South Beach Hoosier.

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Meanwhile, HTC shows who's really boss across the street from The Village at Gulfstream Park, one block south of HB City Hall and the HB Police Dept. HQ., and in front of the U.S. Post Office.

September 23, 2011 photo by South Beach Hoosier.

Per Analysis item #12 below, will that include Gulfstream Race Track & Casino, the Village at Gulfstream Park retail complex and the Mardi Gras Casino, all of whom are currently using LED signs that appear to my eyes to currently be illegal based on what the city is now proposing, per "animated, flashing or moving lights are prohibited."

That's exactly what they do all right.

You know, the large monument signs on U.S.-1/Federal Highway and on Hallandale Beach Blvd. that not only weren't up in time before the racing season actually started two years ago -despite plenty of time to put them up- but which weren't even constructed in time for them to be used for Thanksgiving/Christmas promotional purposes by the few retail shops that were then up.

Above and below, the eastern monument sign for the Mardi Gras Casino on U.S.-1 & Atlantic Shores Blvd., and the not-so-grand eastern entrance to it. That's why they call it blight!

If you weren't paying attention before, you can see that this area is AQ!

September 23, 2011 photos by South Beach Hoosier.

Above and below, the signs on U.S.-1 and HBB. September 23, photos by South Beach Hoosier.

Yes, the same Gulfstream Park/Forest City geniuses who used their Aventura sign on U.S.-1 recently for weeks in a way that caused even me to think they had reached a new nadir.

The only words that appeared there? "It's all here."

Really.

Above and below, heading north-bound on U.S.-1/Biscayne Blvd. at NE 213th Street thru the last two blocks of Aventura and Miami-Dade County before hitting Hallandale Beach. Gulfstream Park sign on your right. September 23, photos by South Beach Hoosier.

THAT message in black letters on a purple background that's hard to read for drivers passing by on the road. Real genius!

Seriously, given the City's of Hallandale Beach self-evident terrible job of public safety as well as properly maintaining its own signage and lighting, and keeping them either un-obstructed or working or both, or even contacting FDOT, FP&L, or Broward County Traffic & Engineering to alert them to street lighting that is out for months or YEARS at a time, even including in front, near and adjacent to HB City Hall, the Police Dept. HQ, the Fire/Rescue HQ, and other city properties, the idea of the city deciding during a bad economy to create new rules for signage and advertising is rich.

But that's how it goes here.

Can you tell what color that traffic signal on the right is? No, not the one on the left that is red. Yes, the one obstructed by the tree branches on west-bound Atlantic Shores Blvd. & Diplomat Parkway.

You can tell what color it is once you almost pass the tree and are almost IN the middle of the intersection. There are dozens and dozens of similar situations like this all throughout HB and Hollywood, but nobody from either city ever notices. Nope. September 23, 2011 photo by South Beach Hoosier.

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PLANNING AND ZONING BOARD AGENDA

WEDNESDAY, OCTOBER 26, 2011 1:30 PM

1. CALL TO ORDER

2. ROLL CALL

3. APPROVAL OF MINUTES

A. Approval of Draft Minutes from August 24, 2011 (Supporting Docs)

4. OLD BUSINESS

A. An Ordinance of the City of Hallandale Beach, Florida, amending Chapter 32, Article III of the City of Hallandale Beach Code of Ordinances, the "Zoning and Land Development Code", by amending Section 32-151, RS-5 Single-Family District and by creating Section 32-181, entitled Golden Isles Neighborhood Overlay District, providing supplemental standards relative to permitted uses, site development standards, signage and notice requirements. Providing for conflicts; providing for severability; providing for an effective date. (City of Hallandale Beach Application # 02-11-TC) (Staff Report, Supporting Docs)

5. NEW BUSINESS

A. Application # 04-10-P by Alan Waserstein Requesting Approval of the "Waserstein Gulfstream Plat" in Accordance with Article II, Division 2 of the Zoning and Land Development Code at the Property Located at 900 South Federal Highway. (Staff Report, Supporting Docs)

B. An Ordinance of the City of Hallandale Beach, Florida Amending Chapter 32, the Zoning and Land Development Code, Article IV Division 17, Signs, Relative to Prohibited Signs, Permitted Signs, and Nonconforming Signs, Providing for Conflict, Providing an Effective Date. (City of Hallandale Beach Application # 67-10-TC) (Staff Report, Supporting Docs)

6. SCHEDULING NEXT MEETING

A. November 23, 2011

7. OTHER

8. DIRECTOR'S REPORT

9. ADJOURNMENT

Interested parties may appear at the aforesaid time and place and be heard with respect to the above. The agenda and related cases may be inspected as of Wednesday, August 17, 2011 at the Development Services Department, 400 South Federal Highway, Hallandale Beach, Florida during normal business hours, and Monday through Friday.

http://www.hallandalebeach.org/files/PLANNING%20AND%20ZONING%20BOARD%20AGENDAS/2011-10-26/Staff%20Reports/00008363.htm

DATE: October 17, 2011

TO: The Planning and Zoning Board

FROM: Christy Dominguez, Director of Planning and Zoning

THRU: Thomas J. Vageline, Director of Development Services

SUBJECT: Application #67-10-TC – Sign Code Amendment

CAD #022/03

PURPOSE:

To amend Chapter 32, Article IV Division 17 of the Zoning and Land Development Code regarding the City’s sign requirements.

BACKGROUND:

The City Commission requested staff review studies related to digital sign technology (LED) to determine its safety and whether the City should consider amending the sign code to permit such signage. Staff has also received many inquiries from business owners regarding the use of LED signs. Based on the increased demand for LED signs and research conducted on the topic, staff concluded the City should consider amending its sign code to permit the use of LED signs and provide regulations for size, light intensity and display duration for those signs.

In addition, the City has recently experienced an influx of human signs, particularly along Hallandale Beach Blvd. The term “human sign” is typically used to describe any type of signage that is held or worn by a person advertising a business or activity and usually involves someone standing in the right-of-way holding a large sign. Not only can this type of attention-seeking signage be unsightly, it can also be extremely dangerous as the intent is to distract a driver’s attention.

On May 12, 2011, staff reviewed the current sign code with the Code and Permitting Advisory Board and discussed possible amendments to the Code related to digital signage and human signs. The Board was in agreement with staff’s proposal and supported moving forward with the draft Ordinance.

On June 7, 2011, staff attended a webinar with the City Attorney on drafting regulations for signage which discussed regulations for both digital signage and human signs. Staff was able to incorporate similar regulations from other municipalities into the attached draft Ordinance.

DISCUSSION:

Staff conducted research on the use of digital sign technology (LED), particularly regarding the safety of such signs. In 2009, a report was issued for the National Cooperative Highway research program which evaluated the safety impacts of digital technology in outdoor signs. The report summarized multiple studies which analyzed various factors that distract a driver’s attention. Although the report concluded that there may be a correlation between digital sign technology and the occurrence of automobile accidents, there was no conclusive evidence that a digital sign is any more distracting to a driver than any other type of sign. As such, staff proposes to incorporate several new regulations for LED signs into the attached ordinance with the goal of achieving a balance between the safety and aesthetics of the community while maintaining a business-friendly attitude.

In addition, the increased number of attention-seeking or human signs has become a major concern for Hallandale Beach residents. Further, regulating human signs has become a challenge for staff to enforce. Although the current Code prohibits off-premise signs and movable or portable signs, it does not specifically address human signs. Staff has reviewed other municipalities’ codes and while some cities do permit human signs subject to strict regulations, most cities such as Dania Beach, Aventura, Coral Gables, and Boca Raton outright prohibit them. Staff also proposes to prohibit the use of human signs for both safety and aesthetic reasons.

Other revisions to the sign code are also proposed such as allowing accessory restaurants with more than 100 seats in multifamily zoned districts to have a wall sign, which was a recommendation of the Citywide Master Plan for the Oceanfront Neighborhood (S. Ocean Drive).

ANALYSIS:

Based upon the research conducted by staff, the following is a summary of the proposed amendments in the attached draft Ordinance:

1. Adds definitions for Changeable Message Signs, Human Signs and LED signs.
2. Expands the wall sign definition to include LED signs.
3. Adds human signs to the list of prohibited signs.
4. Expands language permitting signs at churches or synagogues to also include other houses of worship.
5. Adds the RM-HD-2 zoning district to the list of multi-family districts.
6. Allows restaurant uses in multi-family residential districts with more than 100 seats to have 1 wall sign, not exceeding 20 square feet. In addition, properties with an existing freestanding sign identifying a permitted residential use may be permitted an additional 8 square to identify the restaurant.
7. Clarifies that commercial properties are permitted 1 temporary real estate and 1 construction sign per street frontage, instead of per establishment
8. Reduces the permitted height of freestanding signs at service stations from 18 feet to 8 feet, which is consistent with maximum permitted height for other commercial freestanding signs.
9. Eliminates awning and window sign size restrictions for properties with nonconforming pole signs, as the majority of pole signs within the City have been removed.
10. Single-use properties with at least 200 linear feet of frontage may utilize LED technology for two LED wall signs, provided only one LED wall sign shall be permitted per wall face and be no greater than 25 square feet. This restriction provides a limited use of LED signs with the intent of preserving the character of Hallandale Beach.
11. Shopping centers on Hallandale Beach Blvd. or U.S. 1 having more than 3 acres and a main street frontage of 500 linear feet may utilize LED technology for one of the permitted monument signs on the property.
12. Staff has included several regulations regarding the use of LED signs in the City. In addition to strict distance requirements from residentially zoned property, there are maximum brightness levels, minimum display length requirements, a default mechanism to freeze the screen in the event of a malfunction, and animated, flashing or moving lights are prohibited. These safety measures are consistent with provisions in other municipalities’ sign codes.
13. Permits temporary banner signs no greater than 10 square feet for businesses adversely impacted by construction due to exterior renovations or improvements.

RECOMMENDATION:

The Planning and Zoning Board recommend approval of the attached ordinance. The Ordinance will subsequently be presented to the City Commission for First and Second Readings.

Prepared By: _________________

Sarah Suarez, AICP

Senior Planner