Dundee tourism committee presses pause on 9th Street wayfinding sign; council directs administrator not to sign contract

Members of Dundee’s tourism committee urged the City Council to pause a planned 9th Street wayfinding sign, saying the proposed design highlighted only a handful of wineries and risked creating "winners and losers" among hillside businesses.

"The representation on the sign only features a handful of wineries, and that inevitably creates winners and losers," said Megan Mcherk, a tourism committee member, who asked the council to delay finalizing the design so the committee could collaborate with Destination Dundee and staff. Committee members requested additional quotes, clearer purpose (welcome vs. directional vs. photo opportunity), and assurance that the signage program would be cohesive across the community.

Destination Dundee consultant Lloyd Purdy replied that the sign package was intended as wayfinding — to direct people to restrooms, parking and amenities — and that limited real estate on the sign may necessitate a generic label such as "wineries." Purdy said representatives from his team, including Bethany Caruso, had attended tourism committee meetings and could provide additional updates.

After extended discussion about roles, funding, and communication gaps between Destination Dundee, the tourism committee and council, an unidentified council member moved to direct the city administrator not to execute the current sign contract until the council receives additional information on purpose, finances and the overall sign program. The motion was seconded and passed by voice vote.

Council members said the pause is intended to allow work sessions and better-defined committee liaisons so volunteers and contractors can collaborate without slowing implementation. Staff and Destination Dundee offered to return with more details and a recommended scope and timeline for moving the wayfinding program forward.