BREA : Initial OK Given on Easing of Sign Rules

The City Council has tentatively approved an ordinance relaxing sign restrictions and the use of advertising banners.

Businesses along Imperial Highway, which is undergoing construction, will be the major beneficiaries of the council’s unanimous action Tuesday night.

Under the ordinance, businesses along Imperial Highway from Berry Street to the Orange Freeway may set up temporary signs until Dec. 31, 1994, or 30 days after the completion of the Imperial Highway widening project, whichever comes first.

The ordinance also provides that businesses elsewhere in the city will be allowed to use temporary advertising signs four times a year, instead of twice a year, while the construction is going on. The council is expected to take a final vote on the ordinance at its next meeting, on Oct. 20.

“Maybe we can make this permanent,” Councilman Wayne D. Wedin said. “We can reduce paperwork and maybe we can reduce government regulations. Maybe this is an opening shot in that direction.”

Councilman Carrey J. Nelson said the city’s laws on signs are “too restrictive” right now, but Mayor Ronald E. Isles cautioned against making them “too wide open.”

“How wide open can you go? I can just imagine the sign for a lingerie shop,” Isles said.

Businesses hailed the council’s unanimous action.

“We are really pleased. The businesses will have a tough time during this (street-widening) project,” said Sherry Norman, executive director of the Brea Chamber of Commerce.

“There is no way they can mitigate all the problems, (but) things like these are very helpful.”

Temporary signs are defined as flags, streamers, pennants, banners and spinners usually used for openings, special sales or promotions.

Except for businesses along Imperial Highway, the new ordinance allows businesses to put up 30-day signs and 45-day signs four times a year.

Starting Jan. 1, 1995, permits would be limited to twice a year.

Norman said there are about 120 businesses along Imperial Highway, where several shopping centers, including the Brea Ranch Center, Good Guys Center, Brea Village and Brea Imperial Center are located.

Construction of the $18-million project started in August.

Work crews are now putting in a storm drain and sewer lines on the north side of the highway.