07 Staff Report - Downtown and Los Gatos Blvd Banner Programn
MEETING DATE: 11/04/02
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 PROGRAM
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: (J5 .S Assistant Town Manager Attorney Clerk .5G'-Finance
Community Development Revised: 10/30/02 10:03 am
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MAYOR AND TOWN COUNCIL
SUBJECT: APPROVAL OF BANNER PROGRAM
October 30, 2002
firms submitted proposals and were interviewed by the Working Group. It was the unanimous
decision of the Working Group that Rick Tharp, of Tharp Did It, was the most qualified to undertake
this project and a contract with Tharp was executed. Mr. Tharp has done a variety of work for the
Town in the past including the design for the downtown street signs and parking management
program signs and brochures. He has had his business in Los Gatos for the past 25 years and has an
excellent understanding of the image of the Town. (It should be noted that Mr. Tharp is donating
a portion of his time spent on the design aspects of project).
DISCUSSION:
There are a number of recommendations to make regarding the banner program including banner
locations, size, mounting hardware, design, materials and cost. Each of these areas will be discussed
individually below.
Banner Locations - Los Gatos Blvd.
Staff and the designer drove and walked the entire area in order to determine those street light poles
that would be appropriate on which to hang banners. It was the consensus of the Working Group
that the banners should begin at Blossom Hill Rd. on the south end of Los Gatos Blvd. and go all the
way north to Samaritan Dr. In addition, the banners should be located on poles on Lark Ave.
between Highway 17 and Los Gatos Blvd.
Attachment 1 indicates those locations where the poles can accommodate banners. In all, 43
locations where identified as appropriate. In some areas, such as in front of the Yuki property, the
line -of -sight is unobstructed, and a good visually repetitive pattern will be established. Banners on
every other pole are recommended in this area. In other areas further to the south, trees will limit
the repetitive pattern to a certain degree. The west side of Los Gatos Blvd. between Lark and Chirco
Dr. has few poles that will accommodate banners as a result of wires that would inhibit their
installation. Six poles on Lark Ave. between Highway 17 and Los Gatos Blvd. will accommodate
banners. This is a gateway to the Town and the group recommends that these locations be available
for civic groups to provide banners for installation that would inform people of upcoming events
such as races, festivals, or other community activities. Approval of design would be required by the
Town and criteria will have to be developed.
In summary, the 43 locations on Los Gatos Blvd. and Lark should provide good visibility and help
to unify this important area of Town.
Banner Locations - Downtown Area
Determining banner locations in the Downtown area was more difficult than for Los Gatos Blvd.
It was determined that banners should begin at the major entrances to the Downtown and cover the
major commercial streets within the area in order to unify the area as much as possible. The
Working Group determined that banners should run along Santa Cruz Ave. from Wood Rd. in the
(Th
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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" (21 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 4
MAYOR AND TOWN COUNCIL
SUBJECT: APPROVAL OF BANNER PROGRAM
October 30, 2002
in order to provide adequate clearance for trucks. Also, this size is needed in that along much of the
Boulevard the banners will only be mounted on a single side of the street due to pole constraints.
There are a variety of materials from which banners can be made include vinyl, canvas, silk, cloth,
etc. A material rich in texture is typically used in a pedestrian area where such texture can be
noticed. On an arterial street where banners are viewed from cars traveling at 25 to 40 miles per
hour, the differences in material are not noticeable. Therefore, for Los Gatos Blvd. the Working
Group is recommending a material that is very durable and economical in cost - vinyl. This is
probably the most common material upon which banners are printed and should function well in
this area.
Banner Size & Materials- Downtown
The Downtown is quite different than Los Gatos Blvd. The streets are generally just a single lane
in each direction, traffic goes much slower, often 25 miles an hour or less, and there is much more
pedestrian traffic. Therefore, the banner size that works on Los Gatos Blvd. would not be
appropriate Downtown.
It was the consensus of the Working Group that the current banner size (24" x 48") is too small and
is not visible enough. In order to determine banner size, banners of several sizes were hung on Main
St. for the Working Group to view. It is the Working Group's recommendation that the banners for
Downtown be 30" x 60" (21/ feet by 5 feet). This size is large enough to convey a message and
make a visual difference; however, it is not so large that it is overwhelming and thus distracting from
the natural and architectural beauty of the area.
Since the Downtown has more a pedestrian orientation, the Group recommended using a material
that has more texture and is "softer" than vinyl. The Group is recommending that a material called
"Sunbrella" be used. This is a canvas material that is typically used for awnings. It is very durable
but has a "softer" feel than the vinyl that can be appreciated in the Downtown. The cost will be
moderately more expensive than vinyl.
Banner Mounting Hardware
The existing hardware for the Downtown banners is in poor condition and needs to be replaced.
Staff ordered several stock mounting hardware sets in order to determine what would work best for
Los Gatos. Several issues are of importance. First, we want hardware that is durable and will last
for many years. Second, we want hardware that is attractive and looks like a part of the streetlight
pole, as opposed to an add -on. None of the stock mounting hardware ordered seemed to meet the
above criteria. Staff contacted the vendor that supplies the City of San Jose's banner hardware
which is an attractive heavy welded metal arm with decorative ball at the end and obtained a sample.
The Group discussed with the vendor customizing these for Los Gatos by painting them the same
color to match our downtown light poles and designing an attractive "finial" element for the end of
the arms that would be unique to Los Gatos. In addition, we are reviewing with the vendor the design
of the mounting bracket.
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.
rTh
1
PAGE 6
MAYOR AND TOWN COUNCIL
SUBJECT: APPROVAL OF BANNER PROGRAM
October 30, 2002
It is expected that with proper cleaning and storage, the banners should last at least five years.
However, we may wish to plan for introducing new banners for variety, and ultimately to replace
banners as they wear out. As a suggestion, the Town could budget for a new set of banners for the
Downtown and Los Gatos Blvd. every other year as part of the budget process. Should the Council
wish to have a third set of banners for both areas immediately, this could be accomplished with an
additional cost of approximately $20,000.
CONCLUSION:
The proposed banner program includes recommendations on banner location, size, materials,
hardware and design for the Downtown and Los Gatos Blvd. Approval of the program will authorize
staff to proceed with the ordering of the hardware and banners for installation in late 2002/early
2003. A second design for banners for both areas will be brought to Council for approval in early
2003.
ENVIRONMENTAL ASSESSMENT:
Is not a project defined under CEQA, and no further action is required.
FISCAL IMPACT:
The Downtown banners, hardware, design and installation will be paid from the Redevelopment
Agency Downtown Streetscape Project #930-0233 (approximately $45,000), the components for Los
Gatos Blvd. (approximately $25,000) will be paid from funds budgeted in the Town's Beautification
project #400-0223. Sufficient funds are available as indicated below:
Downtown Streetscape Project (RDA)
FY 2001-02 FY 2002-03 FY 2002-03 Funding
Adjusted Expended/Encumbered Available Source
Budget Or Planned To Date Balance
Downtown Streetscape FY 2001/02 Adopted Budget $ 1,560,000
Total
250,000 1,310,000 RDA COP
0 0
$ 1,560,000 $ 250,000 $ 1.310,000
Downtown Streetscape FY 2001/02 Carryforward 1,310,000
Downtown Streetscape FY 2002/03 New Allocation $ 2,040,000
Engineering Design Costs and Capital Construction 3,081,977
Downtown Banner Program RDA Funded 45,000
Total Downtown Streetscape Project (#930-0233) $ 3,350,000 S 3,126,977 $ 223,023
RDA COP
RDA COP
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
25,000
Total Downtown Streetscape Project (#930-0233) $ 90,376 $
25,000 $ 65,376
GFAR
Attachments:
1. Maps showing banner locations for Downtown and Los Gatos Boulevard
2. Cost estimate
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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:\DEV\Marty\banners\BANNERcostestimatesjuIy2002.v pd
Attachment 2
Town Council Minutes November 4, 2002
Redevelopment Agency Los Gatos, California
TREASURER'S REPORT (05.02)
Motion by Mr. Glickman, seconded by Mr. Blanton, that Council accept and file informational
report submitted by the Treasurer to the Council for the months ended August 31, 2002 and
September 30, 2002. Carried unanimously.
MINUTES OF OCTOBER 21, 2002 (06.V)
Motion by Mr. Glickman, seconded by Mr. Blanton, that Council approve the Minutes of October
21, 2002, Joint Council/Redevelopment Agency Meeting as submitted. Carried unanimously.
DOWNTOWN & LOS GATOS BOULEVARD BANNER PROGRAM (07.31)
Motion by Mr. Glickman, seconded by Mr. Blanton, that Council approve the proposed Downtown
and Los Gatos Boulevard Banner Program. Carried unanimously.
AMICUS BRIEF/SAN JOSE CHRISTIAN COLLEGE VS CITY OF MORGAN HILL (09.28)
Motion by Mr. Glickman, seconded by Mr. Blanton, that Council authorize the Town Attorney to
include the Town of los Gatos as an amicus curiae in the case of San Jose Christian College vs. the
City of Morgan Hill, Ninth Circuit Court of Appeals, case 02-15693, at no cost to the Town. Carried
unanimously.
HOUSING AND EMERGENCY SHELTER TRUST FUND ACT/RESOLUTION 2002-168 (10.39)
Motion by Mr. Glickman, seconded by Mr. Blanton, that Council adopt Resolution 2002-168
entitled, RESOLUTION OF TOWN OF LOS GATOS SUPPORTING PROPOSITION 46, THE
HOUSING AND EMERGENCY SHELTER TRUST FUND ACT OF 2002. Carried
unanimously.
SUPPLEMENTAL LAW ENFORCEMENT SERVICES FUNDS/RESOLUTION 2002-169 (11.36)
Motion by Mr. Glickman, seconded by Mr. Blanton, that Council adopt Resolution 2002-169
entitled, RESOLUTION OF TOWN OF LOS GATOS AUTHORIZING THE CONTINUED
EXPENDITURE OF FUNDS FROM THE SUPPLEMENTAL LAW ENFORCEMENT
SERVICES FUND (SLESF) FOR TWO ADDITIONAL POLICE OFFICERS TO BE
ASSIGNED AS A MOTORCYCLE TRAFFIC OFFICER AND A SCHOOL RESOURCE
OFFICER. Carried unanimously.
COMMUNITY DEVELOPMENT BLOCK GRANT (CDBG) RESOLUTION 2002-170 (12.39)
Motion by Mr. Glickman, seconded by Mr. Blanton, that Council adopt Resolution 2002-170
entitled, RESOLUTION OF TOWN OF LOS GATOS AUTHORIZING THE TOWN
MANAGER TO EXECUTE THE FISCAL YEAR 2002-2003 COMMUNITY
DEVELOPMENT BLOCK GRANT CITY -COUNTY CONTRACT BETWEEN THE
COUNTY OF SANTA CLARA AND THE TOWN OF LOS GATOS AND DELEGATING
AUTHORITY TO EXECUTE CONTRACTS FOR FY 2003/04 AND FY 2004/05. Carried
unanimously.
ANNEXATION/SHANNON ROAD #21/16689-16695-16707 & 16717/RESOLUTION 2002-171(13.26)
Motion by Mr. Glickman, seconded by Mr. Blanton, that Council adopt Resolution 2002-171
entitled, RESOLUTION OF TOWN OF LOS GATOS ORDERING THE REORGANIZATION
OF CERTAIN UNINHABITED TERRITORY DESIGNATED AS SHANNON ROAD #21
(APN'S: 523-06-001, -044, -043 AND -004) TO THE TOWN OF LOS GATOS. Carried
unanimously.
TC:D13:MM110402 2