When a Hollister resident expressed interest about putting up 12
billboards along two major roadways, a red flag arose for
officials.
That’s because the local sign ordinance
– which hasn’t been updated since 1985 – fails to clearly
address the legality of outdoor advertisements, according to City
Attorney Elaine Cass.
”
There have been a lot of changes since 1985,
”
Cass said.
When a Hollister resident expressed interest about putting up 12 billboards along two major roadways, a red flag arose for officials.
That’s because the local sign ordinance – which hasn’t been updated since 1985 – fails to clearly address the legality of outdoor advertisements, according to City Attorney Elaine Cass.
“There have been a lot of changes since 1985,” Cass said.
To prevent the increase in such outdoor advertising, the City Council took the advice of planning officials and recently passed a 45-day “urgency” moratorium to temporarily halt the issuance of billboard permits.
There are currently five signs in Hollister of at least 24 feet by 48 feet, according to Community Development Director Bill Card.
On Monday, the Council received a report from Card on the process for changing the ordinance. During the current permit freeze – in its third weeks, officials are considering possibilities for restrictions on billboard placements.
But for now, the potential for an outright ban has not been thoroughly discussed, according to officials.
“That decision has not been made yet,” Cass said. “We’ve just imposed a moratorium. That (outright ban) consideration is not there yet. The Council has not had that discussion.”
In his report, Card said impacts from widespread billboard advertising could affect “quality of life” and safety in the community. There are concerns among officials, for instance, that drivers would be distracted by too many signs.
Mayor Brian Conroy, among other officials, said further use of billboards should be controlled by local government. Not only do they increase blight but billboards also become easy targets for graffiti, he said.
“We’re stopping and taking a look at what we’re doing,” Conroy said.
The timing for the change is appropriate, officials said, because the city has been involved – since March – in a yearlong process to update its General Plan. The document is a legal blueprint for growth, and the 2003 version will include policies on community appearance and urban design, Card said.
“What is the community going to look like?” Card said. “Are we going to allow a bunch of billboards along the main streets? That’s definitely going to change the appearance of the city.”
Cass addressed the legality of a potential ban. She said Hollister could regulate billboards by including size restrictions in the sign ordinance.
“As long as there is an alternate mode of speech, such as a smaller sign, cities can ban billboards,” Cass said.
Card said other area jurisdictions, including Monterey County, have enacted similar laws. The state of California’s Outdoor Advertising Act regulates billboards’ proximity to state and federal highways. And four states have banned billboards outright – including Alaska, Hawaii, Maine and Vermont.
The current moratorium against issuing billboard permits will expire Sept. 11. After that, Conroy said officials can extend it for up to 18 months. That will give officials time to contemplate the future image of Hollister.
“Do we want billboards in this community?” said Councilman Tony Bruscia. “And if so, where? I think a lot of people don’t want Hollister to look like San Jose.”
