Planning commission backs code change to allow wayfinding signs at Temecula Auto Mall

The Temecula Planning Commission on Jan. 15 voted to recommend that the City Council adopt an amendment to Title 17 of the Temecula Municipal Code to allow off-site wayfinding signs within the Temecula Auto Mall.

The amendment, filed as long-range planning project LR24-0435, would add an exemption to section 17.28.050 to expressly permit off-premise wayfinding signs in the auto mall’s medians and other public right-of-way. Staff said the change responds to dealer and customer complaints that insufficient directional signage causes confusion and lost sales.

Mark Collins, economic development staff who presented the item, told commissioners that the auto mall “generates roughly 30% of all city sales tax,” that dealerships provide local jobs and youth externship opportunities, and that the proposed ordinance would allow the city to authorize wayfinding signs “exclusively within the auto mall.” Collins also said the city’s recommendation does not authorize construction of any specific signs: “This proposed ordinance does not authorize, propose the construction or installation of any specific signage,” he said.

Staff described a conceptual design the Infrastructure Beautification Subcommittee reviewed: five signs about 12 feet tall, 6 feet wide and roughly 3 feet deep; three single-sided and two double-sided displays; solar power and up-lighting; and space for individual dealership names. Public Works staff said they had identified four median locations where signs could be safely sited after reviewing sight distance and constructability. “We looked at which medians are accessible for electricity, which ones are gonna have to be solar,” said Ron, a Public Works representative, adding that the final design and materials would be developed by Public Works and brought back for review.

City legal staff told commissioners the signs must be limited to directional information and may not function as advertisements. “So this is truly a way finding sign and not, like, advertisement that the city is gonna be putting up for these dealers,” the City Attorney said. The attorney and staff said logos would not be permitted; names would be displayed in the same font and size to avoid favoritism and the signs would be city-owned and maintained by Public Works.

Collins told the commission the installations would be funded by the dealerships. “Yes. That is. They will be funded by the dealers,” he said. Staff also said the project team has discussed maintenance and material options that reduce weathering, and that some trees in medians may need relocation under the city’s tree ordinance.

Staff advised the commission that the ordinance amendment has been reviewed by the City Council Infrastructure Beautification Subcommittee (June 11, 2024) and by the Planning Commission Municipal Code Maintenance Subcommittee (Nov. 20, 2024). Staff also determined the amendment is exempt from the California Environmental Quality Act under the common-sense exemption, CEQA Guidelines section 15061(b)(3). The Planning Commission’s action on Jan. 15 was a recommendation to the City Council; staff said the City Council is scheduled to consider the ordinance on Feb. 11.

A motion to adopt a Planning Commission resolution recommending the City Council adopt the ordinance was made by a commissioner identified in the transcript as Bob and seconded by Commissioner Fernando. The transcript records three verbal "Aye" responses when the chair called for a vote; the transcript does not provide a full roll-call tally. The motion was approved and the commission closed the public hearing.

Why it matters: commissioners and staff said improved wayfinding aims to reduce driver confusion, better direct customers into dealerships and support a business district that contributes significant sales tax to the city. The ordinance would place signage standards and ownership with the city rather than allow individual dealerships to erect private signs in the public right-of-way.

The item now moves to the City Council with the Planning Commission’s recommendation. If the council adopts the ordinance, Public Works will lead final design, identify exact median placements, select weather-resistant materials, and oversee construction and maintenance; staff indicated dealers will fund installation costs.

Votes at a glance Motion: Adopt the Planning Commission resolution recommending City Council adopt the ordinance (LR24-0435 amending Title 17 to allow off-site wayfinding signs in the Temecula Auto Mall). Mover: Bob (identified in transcript). Second: Fernando (Commissioner). Outcome: Approved. Notes: The transcript records three "Aye" votes; a full roll-call tally was not recorded in the transcript.