Gilbert staff propose six‑month traffic‑safety signage pilot starting Oct. 1

At a Sept. 9 study session, Town of Gilbert staff proposed a six‑month pilot program of large‑format traffic‑safety signs designed to prompt drivers to slow down, avoid distractions and yield, with an intended launch of Oct. 1 and a planned run through the six busiest months of the year. Susanna Young, traffic staff for the Town of Gilbert, told the council the pilot grew from a May directive to identify non‑engineering ways to reduce serious injuries and fatalities.

The pilot responds to local crash data: “In 2024, we had approximately 3,615 traffic crashes in the community. Of those, 15 crashes resulted in 17 fatalities,” Young said. She told council members the town’s traffic and police teams review crash reports to identify common factors, and that the two most frequent causes are “failure to yield the right of way” and “speed too fast for conditions.”

The proposed package includes up to 40 temporary signs to be placed at 10 intersections initially; staff said four of those locations already have camera tracking and the other six do not. Candace, a town communications/design staff member, described the signage approach and best practices for large‑format messaging, saying officials should follow a “6‑second rule” for drivers and a “3‑2‑1” visibility/readability guideline. She summarized the design goals as short, high‑contrast messages that can be varied seasonally and refreshed every six to eight weeks.

Candace showed sample messages and creative approaches, including: “No text is worth a wreck,” “Brake for booze, watch for pedestrians and cyclists,” and seasonal variations for Halloween and winter holidays. She also proposed exploring a community partnership to display sensitive, family‑provided memorial images, but said that would require voluntary participation and careful vetting.

Staff laid out logistics and tracking plans: an initial print run of about 40 heavy‑duty signs, a replacement schedule to keep messages fresh, roughly 200 staff hours for installation across engineering and traffic teams, and ongoing crash‑data monitoring. Young said the traffic division will continue to monitor crash statistics at all intersections and will increase sampling frequency for pilot sites; staff are also exploring signal performance measures and “near‑miss analytics” but said the town’s camera and data‑storage capabilities are not yet fully in place.

Councilmembers offered questions and cautions. Council Member Jim Torgerson urged brevity: “keep it simple and stupid,” he said, emphasizing one clear concept per sign. Mayor Scott Anderson and others cautioned against signs that could themselves be a distraction, particularly to teenagers, and Council Member Bongiovanni encouraged family partnerships to put faces to tragedies. Council Member Buckley said he would support automated enforcement such as red‑light and speed cameras in the future if the signage pilot proves insufficient.

Several council members suggested expanding placement beyond the 10 intersections — including exits from public facilities such as the library, recreation center and parks — and recommended integration with the town’s Gilbert 3‑1‑1 app for public feedback. Staff said they expect to refine sign locations and messaging after council feedback and to return to the council with results after the pilot period.

There was no formal vote on the pilot at the study session. The meeting ended with a motion to adjourn, which the council approved by general consent.