Glendale revamping restrictions on car dealerships

Additional signs are fine, balloons are not and trees are still up in the air as Glendale officials work to revamp restrictions on car dealerships along South Brand Boulevard.

The reappraisal of rules is an attempt to create a more business-friendly environment for the city’s second-biggest tax revenue source. Autos and transportation companies brought $6 million to Glendale last year, with car dealers leading the pack, said city Finance Director Bob Elliot.

“We have to do everything we can to try to help them increase their sales,” Councilman Frank Quintero said as planning officials mapped out the proposed zoning changes this week.

The dealerships have long complained that city codes hamstring their ability to maximize business. In response, officials began looking at ways to cut red tape, but in a way that wouldn’t turn Glendale into another Van Nuys, where dealerships have been allowed to dominate the landscape.

“It’s trying to establish a sort of a balance of what is somewhat aesthetically pleasing and what’s necessary to sort of do business,” said Wolfgang Krause, the city’s principal planner

The proposed changes include:

•Increasing the number of wall signs from one to four on buildings larger than 100 linear feet.

•Allowing temporary banners for 60 days with a permit, but no need for design approval.

•Allowing visitors to park for more than two hours during certain times on streets currently restricted to give parking preference to residents.

But City Council members drew the line at balloon displays. That may mean no more “sky dancers” wiggling in the wind. Glendale allows small balloons that are approved by its staff, but often the dealers use balloons without approval.

“We’re doing a lot here to try to benefit the dealerships,” said Mayor Laura Friedman. “I hope you have enough respect to not violate our codes.”

But the dealers said banners and balloons are crucial to selling cars.

“When you have a lot of small balloons on your lot, it attracts attention. People think there’s a sale going on. They’re more apt to buy a car,” said Pete Mehrabian, general manager of Glendale Hyundai. “The more you limit the dealers, the less revenue we can generate for the city.”

As for parking, some dealerships don’t provide employee parking, so owners would like workers to be able to purchase street parking permits reserved for residents. They also asked the council to lift a rule requiring multiple trees in parking lots.

“Trees and all the birds and things that come out of them damage our paint on our vehicles,” said Jeanne Brewer, who owns Acura of Glendale.

The matter is scheduled for a final vote Jan. 10.

brittany.levine@latimes.com