Dealerships Seeking Signs Along Freeway
Hoping to attract more customers to the town’s car dealers and create the image of a unified auto plaza, the city is considering signs along Interstate 5 pointing drivers to the San Juan Capistrano Auto Plaza.
The City Council was approached with the idea by the newly formed San Juan Capistrano Automobile Dealers Assn., which said in order to compete with other auto malls in the county, the dealerships--all seven located next to one another--must have freeway identification.
“Every major auto district in Orange County currently has a sign of this type,” said Rick Heinz, an association member. “At the present time, our dealerships are not recognized as an alternative to the auto malls located in Tustin and Irvine and we are therefore losing a large share of this dynamic market.”
Ideas for the signs include a water tower, windmill or large wagon wheel, in keeping with the city’s western heritage.
“It’s not going to be your typical electronic reader board,” said Douglas Dumhart , management analyst for the city. “It would be more like a city monument.”
The city staff is planning several more meetings with the association to discuss other marketing strategies, Dumhart said, adding that the sign proposal is still premature.
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