Council Moves to Remove Sign Clutter

The city of San Clemente will be moving forward with a program to post uniform street signs directing drivers to the San Clemente Pier, beaches, downtown and other locations, according to a vote by San Clemente City Council Tuesday.

"Sign clutter is an enormous issue in this town and a lot of towns," said Councilman Bob Baker. "We should be taking two down for every one we put up."

The city has never had uniform rules for how signage should look, which has led to a hodgepodge of styles of street and directional signs, according to the city staff report.

Phase one of the new sign replacement program -- not expected to exceed $1.5 to $2 million -- will replace signs mostly through attrition of the old signs. Bids for a couple of gateway sign monuments were $24,000 and $14,000.

Signs will be replaced in 24 locations to start, though there are still some design and engineering issues to work out, said Community Development Director Jim Holloway.

Councilman Tim Brown directed staffers to post the sign displayed in council chambers as a mockup to get a feel for it.

A brown, reflective aluminum and vinyl face in a wrought-iron frame comprises the sign, which will be affixed to a traffic light pole on Avenida Del Mar. It directs motorists to the Pier, Casa Romantica and downtown.