City considering Traffic Overlay District
Change would give car, RV dealers their own set of standards
By Darleen Principe darleen@theacorn.com

ATTRACTING BUSINESS- The City Council wants to amend the municipal code to create a special overlay district that would allow new car and RV dealers, who rely heavily on nationwide product advertising and promotional events, to be exempt from some current standards.

The decision to approve an ordinance creating a new zoning district that would allow Simi Valley vehicle dealers to have their own set of architectural and promotional guidelines has been continued to the next meeting of the City Council on April 14.

Following a public hearing on the New Vehicle Dealer (NVD) Overlay District on Monday night, members of the City Council agreed to continue the decision based on concerns about the proposed height standards of electronic message board signs.

According to a city staff report, auto dealers have requested that electronic message board signs be displayed at a height of 25 feet and include continuous motion graphics, instead of the 8foot height maximum and textonly messages that the current municipal sign ordinance allows.

Councilmember Glen Becerra said he's comfortable allowing continuous motion graphics but doesn't agree on a height of 25 feet. "I wouldn't want to see them as high as the corporate brand signs, and we're allowing those to be at 25 feet," Becerra said. "I would like to see these below that."

If approved next week, the NVD Overlay District would allow dealerships within the district boundaries to follow a set of standards- which address corporate architecture, permanent and temporary signage, electronic message boards and promotional activities- that differ from what current city ordinances call for.

The district would incorporate new auto and recreational vehicle dealers along First Street and East Los Angeles Avenue.

One standard proposed by the NVD Overlay District states that auto and recreational vehicle dealers should be allowed to have corporate architecture for future buildings and remodels- a contrast from citywide design guidelines that state that "typical franchise" elements detract from architectural quality.

The district also gives the dealerships permission to use freestanding temporary signs without having to get sign permits or following quantity restrictions.

During promotional activities, the dealers would not have any permit or time restrictions either, unless they want to use amplified music- for which a temporary use permit would be required.

Last week the planning commission recommended expanding the boundaries of the NVD Overlay District to make room for growth and to include motorcycle dealerships.

As part of the initial development of the new ordinance, the City Council requested a review of the district one year after it is enacted in order to evaluate any possible negative impacts on the community.

"I think that what we're trying to do is create a good business environment because everyone knows that when (auto dealers) do well, the residents do well and the city does well," said Councilmember Michelle Foster. "It's good for everybody."