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7A Page 51 4. Commercial messages on signs can be substituted for messages that are non- commercial in nature (a restaurant could change its sign message advertising its business name, to a message reminding the public to vote, for example) The proposed ordinance changes are consistent with past direction from Council, and include the following issues: Sign Reface: (Article 1/, Sec. 3.59.E.) A permit would be required for "re-facing" i.e. changing the front street-facing portion of existing signs. This requirement does not in any way control content but rather insures the following: . The structural integrity of the existing sign is verified by the City (for example, most "re-facings" involve signs that are dated and which must conform to current wind load as well as other Uniform Building Code and U.L.(Underwriter's Laboratories) rating requirements) . The electrical connections and/or any new upgrades related to illumination must be specified and reviewed by the City (for example, some electrically illuminated signs are not equipped to handle bulbs with higher wattage, some vendors place bright white plastic faces when the City has consistently required off white faces to avoid generating glare) . Planning staff verification of the overall site's conformance to the current sign code Amortization: (Article 1/, Sec. 3.104.0.) The current sign ordinance was adopted on June 28, 1999 by the City Council and at that time, a comprehensive sign inventory was conducted as part of an amortization (removal) process for nonconforming signs. Under the current sign ordinance (Division 13), all non- conforming signs were scheduled to be "amortized" according to sign type. Over the last seven years, approximately 60% of documented non-conforming signs have been eliminated either through active enforcement by the sign Code Enforcement Officer (position currently eliminated) or through sign applications from businesses who seek to upgrade the look of their establishments. Under the proposed new ordinance, signs designated as non-conforming would be provided with the following extensions in order to further amortize their construction and advertising value: 1. "Freestanding Signs" (for example, tall pole-mounted signs), 8 more years 2. Roof-mounted and large wall signs, 4 more years 3. Architectural/awning canopy/blade signs, 2 more years (This category will be eliminated upon final confirmation that no examples are found to remain.) As of January 2007, the sign inventory for non-conforming signs has been comprehensively updated (Attachment 2). Staff proposes to continue a "passive" enforcement of the replacement/removal of these signs during an extended amortization period, allowing businesses the flexibility of updating their sign displays anytime during this phase. 2