San Clemente : Bill for Freeway Signs Expires in Legislature

A bill that would have allowed small commercial signs on freeway exit markers in San Clemente died in the Legislature on Tuesday after Sen. Marian Bergeson (R-Newport Beach) fought back an attempt to force liberalization of the city’s 5-year-old sign ordinance.

Outdoor advertisers tried to amend Bergeson’s bill allowing the commercial signs to require the City Council to permit one billboard for every commercial logo installed on an exit marker.

Bergeson said the proposal, made in the Assembly Ways and Means Committee, was “totally unacceptable,” and City Manager James B. Hendrickson said it was “obviously a ruse” by those who wanted to kill the bill.

“It is a classic example of a special interest killing a bill because they fear it is a foot in the door,” Bergeson said. “That obviously will have to be dealt with.”

Under current state law, commercial signs designating service stations, restaurants and hotels are allowed only on exit signs along rural stretches of Interstate 5 in cities with less than 5,000 population.

But Bergeson’s bill would have made an exception for San Clemente, which she said needs them because of the dearth of services on the 15-mile stretch between San Clemente and Oceanside.

Henrickson said the city has been trying to get the logos installed on the freeway since it adopted a sign ordinance in 1981 phasing out billboards.

Under the billboard ordinance, city officials can ask roadside businesses to take down towering pole signs that are visible from the freeway once the logos are in place.