Consultants outline Liberty Lake sign-code update, stress content neutrality and context-sensitive rules

At the Feb. 26 meeting of the Liberty Lake Planning Commission, consulting planners led a workshop on revisions to the city—s sign code, saying the update will clarify how signs are regulated while complying with recent legal rulings.

Firdress Oniza, who said she goes by Oniza and identified herself as project manager for the sign-code effort with BART Consulting, opened the presentation and framed the project—s purpose: "the purpose of your sign code is, to enhance the visual environment of the city, also to protect public health, safety, and welfare, and, effectively communicate." Michelle Ellsworth, a consultant assisting on the project, described technical standards the team is reviewing, including Federal Highway Administration guidance on legibility and letter height.

The consultants told the commission they are reviewing the code through a content-neutral lens required by court precedent; Oniza said that approach focuses on sign type and structure rather than the message displayed. The consultants also distinguished commercial signage (storefronts, blade/awning/window signs) from noncommercial signs (public information, issue advocacy) and recommended explicitly separating rules for those two categories.

Commissioners and staff pressed the consultants on practical points. The presentation flagged recurring concerns raised by local stakeholders: inconsistent definitions of monument signs (campus versus multi-business), unclear square-footage formulas for wall and window signs (including an ambiguous 20% "window bonus"), temporary real-estate and construction signs, multi-phase development signage and off-premise signage during public-works projects.

Oniza proposed clearer, consolidated rules for monument signs and suggested a new midterm permit category for long phasing of development: "maybe we would have a midterm, long range, temporary sign that would require renewal every 3 years or something like that," she said when describing options discussed with stakeholders.

The consultants emphasized context-based standards — pedestrian-scale signs in mixed-use areas and larger, higher-mounted signs for high-speed roadways. Ellsworth noted readability research: at about 35 mph a driver can typically read six to eight words across three lines of copy, which informs letter-height and sign-area guidance for arterial corridors.

Lisa (city staff) summarized stakeholders who attended earlier-day meetings, saying Liberty Lake businesses, a developer, a sign company, The Hub, an events representative and design-review members participated. Staff said consultants will prepare a draft sign code for staff and commission review this spring and early summer.

The presentation also introduced place-making signage and wayfinding as distinct conversations; consultants recommended treating wayfinding as a separate program focused on public-purpose signage and special districts.

Next steps: the consultants will draft code language that clarifies measurements (primary vs. secondary wall), temporary-sign timelines, off-premise allowances tied to public works, and objective standards to maintain community character while improving predictability for businesses and developers.