Council weighs A-frame sign change for Vista Business Park, approves study of citywide wayfinding for tasting rooms

City planning staff presented a proposed amendment to Vista Development Code chapter 18.52 that would allow portable A-frame (sandwich-board) signs in the Vista Business Park specific plan area and in Specific Plan 14, and outlined a concept to implement permanent, city-managed wayfinding signs directing visitors to tasting rooms and craft beverage producers.

Community Development Director Joe Vaca told the council the amendment would add map exhibits identifying the two specific-plan areas to the sign ordinance and would allow businesses on private property to obtain a permit to display up to two portable signs outside the public right of way during regular business hours. Multi-tenant properties would be required to obtain a comprehensive sign program; under that permit, the code would allow a maximum of one portable sign per establishment. The proposed change preserves existing downtown sign rules and is limited to private property directly in front of the advertised establishment.

Vaca said the planning commission held a public hearing on March 18 and voted unanimously to recommend the ordinance and to support the wayfinding concept. As an economic-development tool, the wayfinding signs would be city-funded and city-managed; staff would run a request-for-proposals process to hire a contractor to design signs, conduct community engagement and identify appropriate cluster locations for tasting rooms. The signs would not advertise individual businesses; they would use iconography (for example, a wine-glass typology) and provide directional guidance to clusters of wineries, breweries, distilleries, mead-makers, kombucha and seltzer producers.

Small-business representatives said visibility is critical. Jim Vias, representing a family vineyard and neighboring businesses in the business park, told the council that wayfinding and temporary sign flexibility are “essential for survival and success” for businesses tucked off the highway. Vista Chamber CEO Rachel Bell said the chamber supports a comprehensive wayfinding program but asked whether the temporary A-frame rule could allow some flexibility for placement while the permanent program is implemented; staff said the city has relaxed enforcement in the business park since November and anticipates continuing interim latitude until permanent signage is installed.

Council member Dan O'Donnell moved to close the public hearing and accept staff recommendations to amend the sign code for the two specific-plan areas and to direct staff to begin an RFP for a wayfinding-sign contractor; Deputy Mayor Melendez seconded the motion. The transcript provided does not include the roll-call vote tally in this excerpt.

Ending: Staff will prepare the ordinance language and an RFP for wayfinding signs and return to the council with implementation details; the planning commission’s unanimous recommendation and interim enforcement flexibility were cited as rationale for moving forward.