City hears wayfinding and brand‑kit presentation; $150,000 set aside for initial signage

City staff presented the proposed Santa Paula brand kit and wayfinding plan at the Feb. 4 council meeting and asked the council to file and receive the report.

Sammy Tapia, an ACC fellow working with the chamber and community development, said the project was developed with Hunt Design Group and drew inspiration from the city’s craftsman architecture, railroad heritage and agricultural identity. Tapia outlined applications — digital updates, printed materials, on‑site branding, vehicle branding and directional signage — and provided cost ranges: small printed materials and digital updates in the low tens of thousands, $150,000 allocated for wayfinding, and much larger ranges (up to $500,000–$1,000,000) for landmark/gateway features.

Council members asked about phasing and coordination with other projects. Staff said banners are already installed on Main Street (7th–11th) and that the $150,000 (from prior‑year excess funds) will be spent on downtown signage, parking signage and initial wayfinding design; staff cautioned the city would need additional funds to cover a comprehensive citywide signage program.

Council members recommended attention to legibility and emphasized pairing signage investments with infrastructure and parking improvements. The council filed and received the report; staff said the goal is to roll out initial signage this calendar year and to pursue additional funding for broader implementation.

Next steps: staff will return with implementation details and budget allocations as the wayfinding program advances.