Braude Urges Voluntary Sign Compliance by Encino Stores

Los Angeles City Councilman Marvin Braude promised a group of Encino merchants Wednesday that he will try to rescind a controversial $31.50 fee for temporary signs if businesses comply voluntarily with the city’s new sign ordinance.

At a meeting sponsored by the Encino Chamber of Commerce, Braude told nearly 150 merchants critical of the ordinance that they must compromise with homeowners who want to “clean up the mess” on Ventura Boulevard.

“You’re blowing against the wind if you think you’re going to have the whole thing your way,” Braude said. “The people in this community want the act cleaned up.”

The sign law went into effect in July, and the council picked Encino as a testing ground for enforcement until it reconsiders tougher measures next year.

Businesses along Ventura Boulevard since have complained that the complex law--which mandates the fee and specifies numerous restrictions on the size, placement and duration of window signs--singles them out and stifles their ability to sell products and services.

Braude, in response to the complaints, last month proposed suspension of the enforcement effort until the end of January and such a moratorium was adopted by the council.

Carole Ozanian, owner of a Ventura Boulevard music store, said she has lost $4,000 to $5,000 in business this fall because of the law, which says that permanent signs can cover no more than 10% of window space and temporary signs no more than 25% of that space.

Braude noted that his original proposal was for tougher restrictions on billboards, but it was defeated and the council adopted the ordinance that leans more heavily on small business. But he told the group that signs that clutter the outside of some small businesses are offensive to customers and bad for business.

In urging voluntary compliance with the new law, he said, “If you don’t, the city’s going to do it for you.”

After the meeting, Braude said in an interview that the contention that merchants are hurt by sign restrictions is “an illusion.”

“If they provide good service and a good product, and if they’re polite to their customers, the customers will come back . . . ,” Braude said.

Ozanian, told of Braude’s comments, said the councilman “is so insensitive to the retail business, he’s out to lunch.”

Attorney Alan Insul, the chamber’s president-elect, said the chamber favors some form of sign regulation.