Vista Planning Commission reviews concept for new wayfinding sign program

The Vista Planning Commission meeting on March 18, 2025, spotlighted a pivotal discussion on the proposed wayfinding sign program aimed at boosting visibility for local businesses, particularly wineries and tasting rooms. The initiative, which is set to be presented to the City Council in April, seeks to enhance navigation for visitors and residents alike, directing them to various establishments that may otherwise go unnoticed.

City staff member Mr. Baca introduced the concept, emphasizing its potential to support small businesses by providing clear signage in public spaces. "The wayfinding signs throughout the city will direct people that choose to patronize tasting rooms to the local tasting room areas," he explained. This initiative is seen as a response to previous challenges faced by businesses, particularly those located in less visible areas, such as business parks.

Commissioner Martin raised concerns about the limitations of the current sign ordinance, noting that while the wayfinding signs would not identify specific businesses, they could still guide potential customers to general areas like "winery tasting rooms." The discussion highlighted the need for a balance between promoting businesses and adhering to regulations that prevent sign proliferation.

Support for the initiative was echoed by local business representatives, including Jim Ellis from Burntick Family Vineyard, who stressed the importance of effective signage for attracting customers. "Without clear and effective signage, potential customers may not even know we exist," he stated, underscoring the economic implications for both businesses and the city.

The commission also discussed the logistics of the program, including the types of signs permitted and the materials used. While there are no strict regulations on the materials for A-frame signs, they must remain non-illuminated and placed on private property. The goal is to ensure that the signs enhance visibility without cluttering the landscape.

As the planning commission moves forward with this initiative, the anticipated outcome is a more vibrant local economy, with increased foot traffic to businesses that have struggled with visibility. The wayfinding sign program represents a strategic effort to foster community engagement and support for small businesses in Vista.