23 Staff Report - Banner Program and Direction for ImprovementsDATE:
TO:
MEETING DATE: 3/4/02
ITEM NO. 3 3
COUNCIL/AGENCY AGENDA REPORT
February 28, 2002
MAYOR AND TOWN COUNCIL/ CHAIR AND REDEVELOPMENT
AGENCY
FROM: TOWN MANAGER/EXECUTIVE DIRECTOR
SUBJECT: REVIEW OF CURRENT BANNER PROGRAM AND PROVIDE DIRECTION
FOR IMPROVEMENTS
RECOMMENDATION:
Review of current banner program and provide direction for improvements.
BACKGROUND:
Banners can be a very effective way of adding color and energy to an area. In recent years, banners
have been appearing in many downtown areas, business districts and on private property at shopping
centers. Downtown Los Gatos has had a banner program for a number of years. However, the
program has not been a formal one, nor has it had a detailed review for effectiveness. Staff is
requesting direction in order to implement improvements to the program.
Currently, the banner program is operational only in the downtown area primarily on Santa Cruz
Avenue (Andrews Avenue to Wood Road) and Main Street (Civic Center to Santa Cruz Avenue).
Approximately 45 light poles have banners installed on them on a regular basis. In addition, many
poles include flag holders, and American flags are placed for holidays such as Martin Luther King's
Birthday, Presidents' Day, Memorial Day, and the Fourth of July. The Town has an inventory of
approximately 250 banners in eight different designs, however, about half of these are no longer
used because of their condition or content. The banners are changed throughout the year based on
the season or event, such as Music in the Plaza.
(Continued on Page 2)
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PREPARED BY: BUD N. LORTZ V
COMMUNITY DEVELOPMENT DIRECTOR/DEPUTY EXECUTIVE
DIRECTOR
Reviewed by: a(i Attorney Clerk =j - Finance v Community Development
Revised: 2/28/02 11:35 am
Reformatted: 5/23/01
PAGE 2
TOWN COUNCIL/AGENCY BOARD
SUBJECT: BANNER PROGRAM
February 28, 2002
During the month of January 2002, the banner program was reviewed by staff and a number of
concerns were noted. First, the banner programs used by other communities that seem to be most
effective are those in which the banners are highly visible, readable, in good condition and
repeatable. The Los Gatos program does not always seem to meet this test. For example, on Santa
Cruz Avenue, north of Main Street, the banners are often not visible as a result of the tree canopies.
Consequently, there is not the visible repetition of banners that is desired. In addition, only about
half of the light poles have banners, thereby reducing repetition and visibility. The banners are also
rather small, thereby being difficult to read. Los Gatos' banners are typically 2' x 4'. For
comparison, downtown Campbell uses a size of banner of approximately 2' x 8' for Civic Center
Drive and Orchard City Drive which encompass the downtown core.
Second, the message, design and condition of the banners are important. Having banners carrying
the same message throughout the area helps unify and adds continuity to an area. In addition, having
banners of high quality design in a sharp, crisp condition is important. In the case of the Los Gatos
program, the banners are beginning to age and do not always have a consistent message throughout
the downtown. Furthermore, in some cases the mounting hardware is in poor condition.
Finally, the current program is only operational in the downtown. Other areas, such as Los Gatos
Boulevard, may wish to be considered in a future banner program.
DISCUSSION:
At this time, staff is seeking direction from Council in terms of proceeding with an improved banner
program. A number of options are outlined below that the Council may wish to consider. However,
the Council may wish at this time to designate a Working Group to focus on the banner program and
make recommendations to the Council regarding key components of the program.
Formation of Banner Program Working Group:
The Council may wish to form a Working Group to make recommendations to the full Council
regarding the banner program. The Council may wish to include representation on the Working
Group from the Beautification Committee, Chamber of Commerce, Arts Commission and Town
staff. Possibly two members from each ofthe aforementioned groups would create a Working Group
of a reasonable size. Town staff would chair the Working Group. In selecting membership, the
aforementioned groups should have Downtown representatives as well as those from Los Gatos
Boulevard and other areas of Town. In developing recommendations, the Working Group will need
to come up with a manageable plan that takes into account the Town's limited budget for banners
and Town staffs work load capabilities.
PAGE 3
TOWN COUNCIL/AGENCY BOARD
SUBJECT: BANNER PROGRAM
February 28, 2002
Issue #1 - Areas of Town to Focus on:
Option #1A: Downtown Area First, consider other areas at a later date:
Under this option, staff would concentrate on improving the downtown area program first. The
area along No. Santa Cruz Avenue north of Highway 9 will receive special attention since
banners in this area are currently limited. Los Gatos Boulevard and/or other areas of Town
would be discussed at a later date.
Option #1B: Downtown Area and Los Gatos Boulevard programs to be developed
simultaneously:
Under this option, the Downtown Program and Los Gatos Boulevard would be developed and
implemented at the same time. This has the advantage of getting both programs up and running
together, however, it may take longer to initiate the programs and the installation of banners and
hardware on Los Gatos Boulevard would significantly increase the cost of the program.
Issue #2 - Key Components of Downtown Program -Location of Banners
Option 2A: Existing Locations
Under this option, banners would continue to be hung at existing locations (about 45 poles).
Four new sets of banners would be ordered with new designs (we could continue to use some
of the existing banners as appropriate). Some or all of the hardware will need to be replaced.
Cost: Cost of 4 sets of 45 banners at $100 each (this would depend on size, design &
material) would be about $18,000 and another $4,500 for new hardware. Therefore, the
estimated cost would be in the range of $22,500.
Pros of this approach: This would be the simplest and least expensive approach for
improving the banner program.
Cons of this approach: The effectiveness of the program may still be less than optimum
because of visibility problems of the banners on Santa Cruz Avenue and the lack of a
consistent repeated pattern.
Option 2B: Banner on all suitable light poles
There are approximately 85 light poles in the Downtown that appear to be suitable from
which to hang banners. Currently, only about half of these have banners mounted on them.
Under this approach, banners would be hung on all suitable light poles. This would include:
Main Street (the Civic Center to Santa Cruz Avenue.); Santa Cruz Avenue; ( Blossom Hill
Road to Wood Road) University Avenue (in front of Old Town);Montebello Way; Highway
9 (between Highway 17 and Tait) and Blossom Hill Road (between University Avenue and
Santa Cruz Avenue).
PAGE 4
TOWN COUNCIL/AGENCY BOARD
SUBJECT: BANNER PROGRAM
February 28, 2002
Cost of this approach: Four sets of 85 banners at $100 each would be about $34,000 and
another $8,500 for hardware for a total of about $42,500. In addition, it would double the
time it takes Parks and Public Works crews to install the banners. Currently it takes a two
person crew about eight hours to install banners.
Pros of this approach: This approach would provide the greatest continuity to the banner
program downtown. Many other cities have banners on each pole, as opposed to every other
pole.
Cons of this approach: It would be the most expensive approach and the most time
consuming for installation of banners.
Option 2C: Banners at Major Entries to the Downtown Only
Under this option, banners along Santa Cruz Avenue and Main Street would not be
continually installed. Instead, the banner program would focus on the gateways to the
Downtown, thereby framing an entry to the area. (A larger banner size is recommended in
order to be effective). Suggested locations are as follows:
• Highway 9 and Santa Cruz Avenue intersection area -this may include the light standards
in the median, as well as those located on the corners and sidewalks. About 8 pole
locations (12 banners) are possible here. (Double banners are suggested on the 4 median
light poles).
• Santa Cruz Avenue from the Highway 17 off -ramp to Main Street - this is another major
entry to the downtown where the banners would be highly visible and help create an
entrance to the area. Approximately 9 poles are available here.
• Main Street from Pageant to Park- another major entry to the Downtown with areas where
banner will be highly visible. About 14 poles available.
• Blossom Hill at Santa Cruz - this is another major gateway to the Downtown area.
About 5 poles available here.
Cost: Four sets of 40 banners at $125 (larger banners increase cost) would be about $20,000
and another $4,000 for hardware for a total of about $24,000
Pros of this approach: It is less expensive than approach 2B (85 locations) and places banners
at gateways where they are highly visible. It help frames the gateways to the Downtown.
Cons of this approach: Santa Cruz Avenue would lack the continuity and color of continuous
banners.
Issue #3 - Key Components of Downtown Program - Banner Size
Option 3A: Keep Same Size:
Under this option, the size of the banners would remain the 2' x 4' used in the past. The
advantage is that smaller sizes are less expensive and we could continue to use some of the
PAGE 5
TOWN COUNCIL/AGENCY BOARD
SUBJECT: BANNER PROGRAM
February 28, 2002
existing banners and hardware should we choose. The disadvantage is that the banners are
sometimes difficult to see and read, particularly if traveling by car.
Option 3B: Increase Size:
Under this option, we would look to increase the size. It is suggested that in order to
determine the size, staff could install several different sizes near Town Hall for review and
recommendation of the Working Group. It should be noted that should option Option 2C be
selected (Banners at Major Entries Only) then a larger size is strongly recommended. (In
addition, larger banner sizes would be recommended for Los Gatos Boulevard)
Issue #4 - Key Components of Downtown Program - Banner Design, Content, Material,
Hardware
The design, content and materials are important decisions in a banner program. Four
different banners are common, thus allowing for changes with different seasons of the year.
Many cities use this approach. In addition, there are many readily available banners from
catalogs (that can be customized with script), as well as completely custom designed banners.
Option 4A:Working Group Recommends Selection of Banners
The Working Group should consider catalog banners (that can be customized with script) as
well as custom designs. The Town may need to engage the services of a graphic designer to
provide some concepts. The Working Group would make recommendations to the Council
for the design.
Issue #5 - Key Components of Los Gatos Boulevard Program (only needed should the
Council wish to proceed with Los Gatos Blvd. at this time)
Should the Council wish to proceed simultaneously with the Downtown and Los Gatos
Boulevard banner programs, then there are a number of issues to resolve. On Los Gatos
Boulevard, the light poles are, for the most part, evenly spaced and visible thus providing the
framework for an effective banner program. It is recommended that the Working Group
provide recommendations to the Council on the following issues:
Option 5A- Banners from Highway 85 to Shannon Road
Under this approach banners would run for about 1 '/2 miles down Los Gatos Boulevard at
about 60 locations. This would give the greatest continuity to the Boulevard. Banners of 4
designs for each of the 60 locations, depending on size and design, may cost approximately
$30,000, with an additional $6,000 for hardware, for a total of about $36,000. In addition, it
is estimated that it would take a two -person Parks and Public Works crew about 12 hours to
install each banner change.
PAGE 6
TOWN COUNCIL/AGENCY BOARD
SUBJECT: BANNER PROGRAM
February 28, 2002
Option 5B - Banners from Lark Avenue to Shannon Road
This would cover the main business section of Los Gatos Boulevard, omitting the stretch to
the north adjacent to the Yuki property. Approximately 40 light poles would be available for
banners. Banners of 4 designs for each of 40 locations would cost about $20,000 and another
$4,000 for hardware, for a total cost of about $24,000. In addition, it is estimated that it
would take a Parks and Public Works two -person crew about 8 hours to install each banner
change.
The other components of the Los Gatos Boulevard program would follow those selected for the
Downtown program. For example, the size, content and hardware would be reviewed by the
Working Group and then a recommendation forwarded to Council. It should be noted that the
size of Los Gatos Boulevard and the speeds at which cars travel will most likely dictate a larger
banner size in order to be effective. In addition, the Working Group may wish to obtain input
from businesses along Los Gatos Boulevard in terms of banner content. The design of the
banners for the Boulevard may be different than those of the Downtown in order to distinguish
the uniqueness of this area.
Next Steps
The following is a summary of the next steps:
• Council reviews report and provides direction
• Working Group formed per Council direction
• Working Group maps out locations for banners based on Council direction
• Sample banners of various sizes installed for viewing by Working Group
• Working Group reviews size, design, materials, content for four seasonal banners and
hardware
• Recommendations from Working Group for design of banners and hardware along with cost
estimate, and schedule of when the various banners should be installed
• Council approves banners & hardware
• Staff orders banners and hardware
• The Parks and Public Works Department installs banners
It is estimated that the above process will take a minimum of 6 months and possibly longer
depending on the design of the banners and time frame to receive banners and hardware from the
vendor.
ENVIRONMENTAL ASSESSMENT:
Not a project under CEQA, no action required.
PAGE 7
TOWN COUNCIL/AGENCY BOARD
SUBJECT: BANNER PROGRAM
February 28, 2002
FISCAL IMPACT:
The cost of the program will vary widely depending on the areas covered, number of locations,
size and design of banners and type of mounting hardware. It is estimated that for each the
Downtown and Los Gatos Boulevard, costs for banners and hardware could run between $20,000
to $40,000. Parks and Public Works staff will continue to be responsible for mounting the
hardware and installing the banners.
For Fiscal Year 2001/02, $75,000 has been budgeted for Town beautification. These funds could
be used for either or both Downtown and Los Gatos Boulevard banner programs.
Redevelopment funds could be used for Downtown banners only, as this is the area within the
Redevelopment Project Area. In addition, an annual amount to be budgeted for upkeep and
replacement of banners will need to be determined. Finally, the Working Group may wish to
discuss possible financial contributions with businesses in the Downtown and along on Los
Gatos Boulevard.
Attachments:
1. Summary of Issues
BNL:MW:mdc
N:\DEV\Marty\Agency Reports\bannerscouncilreports3-4.wpd
Attachment # 1 Summary of Issues
Formation of Working Group
❑ Council provides direction in terms of membership of Working Group, Chaired by Town
Staff
Issue #1 - Areas of Town to Focus On
❑ Option #1A: Downtown First, other areas at later date
❑ Option #1B: Downtown and Los Gatos Boulevard at same time
Issue #2 - Location of Banners Downtown
❑ Option #2A: Existing Locations (45 locations)
❑ Option #2B: Banners on all suitable poles (85 locations)
❑ Option #2C: Banners at Major entries only, in lieu of 2A & 2B (40 locations - larger size)
Issue #3 - Banner Size Downtown
❑ Option #3A: Keep the same size (2' x 4')
❑ Option #3B: Increase size (highly recommended if banners only at major entries - #2C above)
Issue #4 - Banner Design, Content, Material, Hardware Downtown
❑ Option #4A: Committee Recommends Selection of Banners
Optional - Issue #5 - Los Gatos Boulevard
❑ Option #5A: Banners from Highway 85 to Shannon Road (About 60 locations)
❑ Option #5B: Banners from Lark Avenue to Shannon Road (About 40 locations)
Attachment 1
Town Council Minutes March 4, 2002
Redevelopment Agency Los Gatos, California
HICKS ROAD 17101& SHANNON ROAD 14045/GREENBRIER RESIDENTIAL (08.15)
Mr. Davis, resident, spoke against the actions taken by Council regarding this issue.
Motion by Mr. Pirzynski, seconded by Mr. Blanton, that Council accept report in the form of
Planning Commission Minutes regarding a Planned Development at 17101 Hicks Road & 14045
Shannon Road. Carried unanimously.
DESIGN REVIEW PROCESS/CLARIFYING ROLES/RESOLUTION 2002-25 (12.29&31)
Mr. Davis, resident, spoke against the adoption of the resolution and the changes suggested. He
would prefer to see more public input.
Motion by Mr. Pirzynski, seconded by Mrs. Decker, that Council adopt Resolution 2002-25 entitled,
RESOLUTION OF THE TOWN OF LOS GATOS GOVERNING THE DESIGN REVIEW
PROCESS AND CLARIFYING THE ROLES AND RESPONSIBILITIES OF THE TOWN
PLANNING COMMISSION AND ARCHITECTURAL CONSULTANTCarried unanimously.
BANNER PROGRAM DOWNTOWN (23.39&31)
Council Comments:
Mr. Glickman would like both the Downtown and the Boulevard to be part of the banner program.
Mrs. Decker agreed, and believes that both locations should be exposed to the program.
Mr. Pirzynski would like both areas studied and that the banners should be in both locals.
Mr. Attaway spoke of putting the working group together and letting it evolve, while at the same
time being cost conscious and expecting a professionally executed program.
Council accepted and filed report on the Current Banner Program and provided direction for staff.
VIDEO PRODUCTION SYSTEM/TOWN COUNCIL CHAMBERS (24.42)
Mayor Attaway announced that this was the time and place so noted to consider report on selection
of a basic, up-gradable video production system, and authorization to advertise for bids for the
purchase and installation of a video production system.
Jenny Haruyama, gave a brief report regarding off -site and on -site up-gradable video production
systems for the town.
George Sampson, KCAT manager, explained the differences and costs between the two options.
Ray Davis requested this system be put in place as soon as possible so that the public could have
more immediate access to the public affairs of its town.
Motion by Mr. Glickman, seconded by Mr. Pirzynski, that Council authorize the selection of an on -
site basic up-gradable video production system for use in the Town Council Chambers. Carried
unanimously.
Motion by Mr. Glickman, seconded by Mr. Pirzynski, that Council authorize staff to advertise for
bids for the purchase and installation of video production system equipment to broadcast Town
Council meetings. Carried unanimously.
Council Consensus that the microphones and sound system be replaced as soon as possible, rather
then waiting for the acquisition of the video production equipment. The sound system to be
compatible with the video equipment. Council willing to fund this request.
COUNCIL MATTERS (25.28)
Mayor Attaway thanked everyone for their hard work on the reception for the New York firefighters.
ADJOURNMENT
Mayor Attaway closed this evening's meeting at 10:54 p.m.
ATTEST:
Marian V. Cosgrove, Town Clerk
N:\CLK\Council Minutes\2002\M03-04-02.wpd 8
Total Number of Banners
Los Gatos
Season's Greetings
Olde English style cat w/cane
Leo & Leora
La Canada Bldg
Winter Holiday -
Snowman 17, dove 12 and
tin soldier 19
Spring Flowers- 10 each of
daffodils, iris, tulips, petunia,
hummingbird, pansey
Irish Flags
4
d
Description
254 available for display
21 green
19 red
w
01
N
NJ
27 good shape
(+ 8 need seam sewed)
00
ON
O
N
,-.
a1
O
Number of Banners
Appropriate all -year
winter
Appropriate all -year
Appropriate all -year
winter
spring
Spring
Mid June -through end August
Display Time
Excellent
material- vinyl
Excellent Purchased 1999
material -vinyl
Good condition
material- painted canvas
Good/So-So
material- painted canvas
OK - not culturally sensitive -
some religious orientation
some colors bright, a few
starting to fade Shiny satin like
material
OK condition -shiny satin -like
material- some starting to
fade -most OK
Good condition
Purchased Spring 1999
material: thin treated cotton
Excellent Condition Purchased
June 2000
material: vinyl
Age/Status
Totals
University Ave to Hiway 9
Montebello Way
Main Street to Alpine
W. Main Street
Santa Cruz Ave
(Hiway 9 to Wood Rd)
N. Santa Cruz Avenue
CA
CD
Number
empty (1)
MIP(1)
Canada Bldg(1)
empty (1)
MIP (8)
Canada Bldg(4)
LG(1)
empty (1)
Canada Bldg (1)
Canada Bldg (6)
MIP (10)
empty (4)
Canada Bldg(4)
Banners Displayed
Jw
("
not included in count
vim,
not included in count
Potential Additional
Total *
Current Hardware Location & Banner Display Inventory:
*Lowest of two banner costs received
TOTALS
Montebello Way
Main Street
HiWay 9
Santa Cruz Ave
University Ave
Los Gatos Blvd
Street
Main St
Santa Cruz Ave
Massol Ave
HiWay 9
Main Street
Shannon Road
Zi
Santa Cruz Ave
a
Alberto Way
Wood Rd
Hiway9
Samaritan Drive
H
0
168
L,
W
_
00
45
.--.
W
(J
W
Number of
Banners
$13020.00 - 8652.00
387.50 - 257.50
2635.00 - 1751.00
1395.00 - 927.00
3487.50 - 2317.50
0
0
LA
0
LA
4107.50 - 2729.50
Cost of Banners/Street
@ $77.50 & $51.50 ea.
0
c)
a)
0
m
cn
0o
to
M
n
ca
a)
O.
0
0
*
1<
r
0
c)
a)
0
rzt
••
TOTALS
Montebello Way
Main Street
HiWay 9
1 Santa Cruz Ave
1 University Ave
1 Los Gatos Blvd
Cip
co
CD
Main St
Santa Cruz Ave
Massol Ave
HiWay 9
Main Street
Shannon Road
Zi
0
Santa Cruz Ave
Alpine Rd
Alberto Way
Wood Rd
Hiway 9
Samaritan Drive
H
0
CO
18
v,
W
Lil
W
Number of Poles
00
V0
W
O
0
0
206.25
1402.50
742.50
1856.25
536.25
2186.25
Cost of Poles/Street
@$41.25 each
r
0
0
a)
0
0)
0
0o
0)
m
CD
1
a)
O.
a)
CD
M
O.
0
0
N
a
*
0
a)
0
M