The Beverly Hills City Council on May 20 discussed the possibility of allowing sidewalk signs, known as portable signs, in commercial zones, as well as blade signs that would stick out from a business’s façade.
Much of the discussion, which took place during the council’s Regular Meeting, centered around the fact that the city would not have legal standing to dictate the messaging businesses could put on such signs.
The question of whether and how to allow local businesses to utilize portable and blade signs came as the city transitioned out of COVID-19 regulations. As part of an effort to aid businesses as they reopened, the city temporarily eased restrictions on municipal codes that do not explicitly permit this type of signage.
As with other pandemic-era regulations, the city is now considering whether to make those eased restrictions permanent.
Portable signs are defined by the city as freestanding and moveable, often in an A-frame style. They are typically located on sidewalks outside a business. Blade frames are defined as projecting out from a building above the sidewalk.
A draft ordinance allowing such signs was presented to the council on May 20.
As written, the ordinance would allow portable signs in front of restaurants, retail, exercise clubs and private training centers in commercial zones. Each business would be allowed one sign in addition to their existing signage.
Size limitations would be based on sign type and location.
Blade signs are currently allowed in one commercial zone in Beverly Hills. The draft ordinance would expand permitted blade signs to businesses with frontage on South Beverly Drive, Robertson Boulevard and South Santa Monica Boulevard.
During the discussion period, several councilmembers asked City Attorney Laurence Wiener whether the city could put restrictions on the content of the signs.
“I think there’s an issue around trying to control the messaging on the boards,” said City Councilmember Mary Wells.
“Yes, the First Amendment of the United States Constitution doesn’t really allow us to control the content of the signage,” said Wiener. “We can speak to the shop owner in question about the content of his signs or her signs, but we cannot regulate that.”
“If the number one goal is to increase visibility from the sidewalk, is it possible that they would be limited to just the store logo or what the business is?” Wells said.
“That would probably not be appropriate,” said Wiener.
Vice Mayor John Mirisch expressed concern that signs would be used for political messaging. Mirisch said that if the city could not regulate the content he would not vote in favor of the ordinance.
Wiener noted that he provided information about content regulation in a confidential memo, and the council moved to table the discussion to allow them time to review that information.
In other business, the council voted in favor of awarding a contract to E & M Constructors, Inc., for the construction of pedestrian crossing improvements at the intersection of Lomitas Avenue, Cañon Drive and Beverly Drive.
The project includes the installation of curb ramps, crosswalks and rectangular rapid flashing beacons.
During discussion, Wells noted that she was in favor of installing a roundabout at the same intersection.
“The data shows that it’s safer with a roundabout at that intersection … I go through that intersection multiple times a day,” she said. “It’s like a game of chicken. It makes pedestrians and bikes unsafe.”
Staff confirmed that the proposed pedestrian safety improvements would not preclude the city from building a roundabout at a later date.
The council also heard a presentation from city staff addressing vacancies, recruitment and retention efforts of city employees. According to the presentation, vacancy rates are at approximately 10.9%, with 91 vacancies out of 834 positions. The presentation was made in accordance with state law AB 2561.
Two retiring commissioners were acknowledged for their service: Myra Lurie, who served on the Recreation and Parks Commission; and Mark Schwartz, who served on the Community Charitable Foundation.
