Commission approves concept for digital monument and gateway signage, gives wayfinding guidance

Hermosa Beach — Commissioners on July 15 voted to approve the conceptual design for a new digital monument sign near the community center and to advance a family of gateway signs citywide, while providing staff guidance on downtown wayfinding goals and priorities.

Staff presented MIG‑designed concepts: an art‑deco–inspired, ground‑mounted digital monument sign sited on the community center lawn at Pier Avenue and Pacific Coast Highway (PCH); a set of complementary gateway signs for entry points; and questions for the commission about wayfinding goals for pedestrians, cyclists and motorists. Staff said Caltrans completed a viewshed analysis for the monument location and a full‑scale wooden mock‑up was field‑tested. Estimated costs in the presentation placed the digital monument at roughly $150,000–$250,000 and gateway signage at $250,000–$350,000, with a $500,000 donation already designated toward the monument sign.

Commissioners broadly praised the monument concept (visibility, scale and design) but sought vandalism mitigation (tamper‑proof screen, landscape buffers), discussed height tradeoffs, and asked staff to explore uplighting and pedestrian safety sight‑lines. A motion to approve the monument sign concept passed by roll call vote.

On gateway signage, staff presented a priority list of locations and multiple sign types keyed to size and sight‑distance constraints. Commissioners recommended fewer sign types where feasible to create visual consistency, favored uplighting at median locations, and asked the team to prioritize high‑value sites first in accordance with available funding. The commission approved gateway signage in concept and added a friendly amendment asking staff to consider commissioners' design recommendations when preparing final council materials.

On downtown wayfinding, staff asked whether the emphasis should be on motorists, pedestrians, bicyclists, or some mix; commissioners urged limiting clutter, coordinating with the Chamber (which provided a $50,000 donation for wayfinding), and considering pedestrian kiosks or maps near Pier Plaza to help visitors navigate once parked. Staff will consider the commission's guidance before developing final wayfinding designs and cost estimates.

Quotes: "I really like the Art Deco design — it fits the community center and the scale looks appropriate," a commissioner said. A local resident urged the commission to avoid visual clutter: "I think the visual clutter is a big thing because then you just start tuning out whatever is up there."

Outcome: Monument sign concept approved; gateway signage concept approved with direction to staff to incorporate commission feedback; staff will return with refined designs and cost estimates to present to Planning Commission and City Council for approvals and, where necessary, Caltrans encroachment permits.