07 Staff Report - Downtown and Los Gatos Boulevard Banner ProgramMEETING DATE: 11/04/02--A.-.
ITEM NO.
COUNCIL AGENDA REPORT
DATE: October 30, 2002
TO: MAYOR AND TOWN COUNCIL
FROM: DEBRA J. FIGONE, TOWN MANAGER
SUBJECT: DOWNTOWN AND LOS GATOS BOULEVARD BANNER PROGRANI
RECOMMENDATION:
Approve the proposed Downtown and Los Gatos Boulevard Banner Program.
BACKGROUND:
At its meeting of March 4, 2002, the Council reviewed the current banner program and provided
direction for improvements. More specifically, the Council directed staff to form a Working Group
made up of community members to formulate recommendations for a new banner program for both
the Downtown and Los Gatos Blvd.
The Banner Working Group was formed in spring 2002 and is comprised of the following members:
• Downtown Business or property owner- Shirley Henderson, Antiquarium
• Los Gatos Blvd. business or property owner - Beth Cilker Smith, Cornerstone of Los Gatos
• Northside business or property representative - Deann Mahoney, Alain Pinel Realtors
• Arts Commission - Teri Hope & Mary Ellen Kaschub
• Parks Commission - Gary Schloh, AIA
• Chamber Board Representative - Marie Tallman, The Toll House Hotel
Chamber Staff - Ronee Nassi
Town Staff - Marty Woodworth, Tim Boyer, Mary Gillespie -Greenberg
The Working Group began meeting on a regular basis to review the current Los Gatos program,
review banner programs from other cities and discuss ideas and concepts. The Group also
determined that it needed to bring a graphic design firm onboard early on to work on designs. Three
(Continued on Page 2)
PREPARED BY: Bud N. Lortz
Community Development Director
Marty Woodworth
Redevelopment Manager
Reviewed by: k:5 S Assistant Town Manager a ---Attorney Clerk le --Finance
Community Development Revised: 10/30/02 10:03 am
PAGE 3
MAYOR AND TOWN COUNCIL
SUBJECT: APPROVAL OF BANNER PROGRAM
October 30, 2002
south to Blossom Hill Rd. in the north. In addition, banners should run along Main St. from Jackson
on the east to just past Santa Cruz Ave. on the west. Attachment 1 illustrates the proposed locations.
Staff walked the Downtown to determine to suitability of banners on each pole. The following
locations were determined as being suitable for banners (97 locations in all):
• 32 locations on Main St. from Jackson to Santa Cruz Ave. This stretch is highly visible and
we should get good repetition of banners here
• 2 locations on University Ave. Two poles near Old Town
• 3 locations on Montebello:
38 locations on Santa Cruz Ave. from Wood Rd. to Highway 9: Banners on every pole that
is not blocked by trees. Limited repetition as a result of mature trees.
12 locations on Santa Cruz Ave. between Highway 9 and Blossom Hill Rd.: Banners on
every pole that is not blocked by trees. Trees will prevent visibility of good repetition of
banners in this area. Poles are not evenly spaced in this area.
• 3 locations on Blossom Hill Rd. from University to Santa Cruz Ave. Good visibility of these
banners and will help create an entrance to Downtown/N. Santa Cruz Ave.
• 4 location on Village Lane: Good visibility - existing banners on these poles.
• 3 locations on Highway 9 near Santa Cruz Ave.: There are three poles in the median with
good visibility. These poles can have double banners. It is proposed that these locations be
changed out for community groups hosting events in Los Gatos, as is also proposed for the
six locations on Lark Ave. The Town will develop criteria and the community groups would
have banners approved by the Town. The community groups would have the banner made
at their cost and the Town would install them. This will be a good way for community
• groups to advertise their events.
In summary, it is recommended that 97 locations with a total of 100 banners would be used in the
Downtown. The banners will help unify the area. Main St. will have the best repetition of banners,
but with slower traffic and pedestrian orientation, banners should be beneficial in all areas. Banners
in the Town -owned parking lots have not been proposed for cost reasons, but could be added if the
Council so desires.
Banner Size & Materials- Los Gatos Blvd.
Los Gatos Blvd. is a major arterial street with four to six lanes of traffic. Vehicles typically travel
up to 40 miles per hour, depending on traffic. In order to determine the appropriate banner size for
this street, the Working Group viewed banners in neighboring cities along similar major arterial
streets. In addition, we had sample banners of two sizes installed in front of the Yuki property on
Los Gatos Blvd.
It was the consensus of the Working Group that 30" x 96" (2' feet by 8 feet) banners would be
most appropriate along Los Gatos Blvd. This is a fairly standard size used by other cities along
major arterials. Given the width of Los Gatos Blvd. and the speed that traffic travels, a banner of
this size is necessary in order to convey a message and make a visual difference in the area. The
banners would be mounted on the 35 foot high poles approximately 15 feet from the street surface
PAGE 5
MAYOR AND TOWN COUNCIL
SUBJECT: APPROVAL OF BANNER PROGRAM
October 30, 2002
The Working Group recommends this approach in order to provide the attractive, durable mounting
hardware that we are looking for. The cost is somewhat higher than the stock hardware, however.
these brackets should last for many years to come. Costs will be discussed in greater detail in a later
section. As with the existing hardware Downtown, the brackets can be mounted on the poles without
impacting the flag holders that are on many of the poles. When flags are installed, the banners are
removed but the hardware remains.
Banner Design
In order to work effectively with the designer, Rick Tharp, a sub -committee of the Working Group
was formed comprised of Shirley Henderson, Beth Smith, Teri Hope, and Marty Woodworth.
Discussion took place of what is the image. of Downtown and the image of Los Gatos Blvd. Sub-
committee members were asked to bring in pictures and items that represent Los Gatos and those
that don't. Colors and symbols of Los Gatos were discussed in great detail. It was decided by the
sub -committee that the Downtown banners should have wording on them indicating "Los Gatos -
Downtown" to help identify and unify the area. For Los Gatos Blvd., the banners should have
wording indicating "Los Gatos - The Boulevard" for the same reasons. The graphic that is used on
the top of the street signs, the "Canada Building", was determined to be appropriate as an image to
be used on all Downtown banners. A variety of designs and colors were produced for the group to
review.
Based on preliminary cost estimates, it was determined that it was feasible to have two different
designs for each Downtown and Los Gatos Blvd. in order to stay within the preliminary budget of
$70,000. The Working Group wanted to obtain Council approval of the first design and get this
manufactured and installed. The Group also hoped to get some direction and feedback from the
Council on the second design and then come back to Council at a later date with a finalized second
design.
Colored mock-ups of the first proposed banner for each Los Gatos Blvd. and the Downtown will be
presented at the Council meeting. Mr. Tharp will provide an explanation of the design and be
available to answer any questions. In addition, concepts for future designs will be presented to the
Council with the intention of obtain direction from Council on further development.
Cost Estimates and Timing
Attachment 2 provides an estimate of the cost for the program. This estimate includes design,
purchase of the banners (two sets for each Los Gatos Blvd. and Downtown), hardware, installation
and contingency. The estimated cost is between $67,000 and $77,000. The Downtown banners,
design, hardware and installation can paid for from Redevelopment Funds as they are within the
Redevelopment Project Area (approximately $45,000). The banners for Los Gatos Blvd. can be paid
for from Town Beautification Funds (approximately $25,000). On -going change -out of the banners
will be handled by existing Parks and Public Works crews.
PAGE 7
MAYOR AND TOWN COUNCIL
SUBJECT: APPROVAL OF BANNER PROGRAM
October 30, 2002
Downtown Beautification Project (Town)
FY 2001-02 FY 2002-03 FY 2002-03 Funding
Adjusted Expended/Encumbered Available Source
Budget Or Planned To Date Balance
Downtown Beautification FY 2001/02 Adopted
Budget
Total
$ 100,000
$
9,624
0
90,376 GFAR
0
$ 100,000 $
9.624 $
90.376
Downtown Streetscape FY 2001/02 Carryforward 90.376
Downtown Streetscape FY 2002/03 New Allocation
Downtown Banner Program Town Funded
GFAR
25,000
Total Downtown Streetscape Project (4930-0233) $ 90.376 $
Attachments:
25.000 $ 65.376
1. Maps showing banner locations for Downtown and Los Gatos Boulevard
2. Cost estimate
BNL:MW:mdc
N:1DEV1,titartv\banners \COUNCILREPORTOCT2I 2002.wpd
i LOS GATOS BLVD. BANNER LOCATIONS
Attachment 1
DOWNTOWN BANNER LOCATIONS
Preliminary Banner Program Cost Estimates - October, 2002 (Assumes two different banners to
be produced)
Location
Item
Quantity
Cost per item
Total Cost
Designer- Tharp
$8600 to
$18,900
Los Gatos Blvd.
Mounting
43 poles =86
$65 per arm
$5590
Hardware
brackets and
mounting arms
(custom heavy
duty with unique
finial element)
Los Gatos Blvd.
Banner (30" x
96")
45 (2 extras for
future
replacement)
$125
$5625
Los Gatos Blvd.
Banner (30" x
96")
45 (2 extras for
future
replacement)
$125
$5625
Downtown
Mounting •
100 locations =
$65 per arm
$13,000
Hardware
200 brackets and
mounting arms
(custom heavy
duty with unique
finial element)
Downtown
Banner (30" x
94
$100
$9400
60")
Downtown
Banner (30" x
94
$100
$9400
60")
Initial
installation of
hardware and
banners, by
contractor
$5,000
Contingency
$5,000
TOTAL
$67,240 to
$77,540
N:\D E WNarty\banners\BANNE Rcostestimatesj u 1y2002. wpd
Attachment 2