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HomeMy WebLinkAbout15 - Balboa Island Wayfinding SignsCITY OF NEWPORT BEACH CITY COUNCIL STAFF REPORT Agenda Item No. 15 May 11, 2010 TO: HONORABLE MAYOR AND MEMBERS OF THE CITY COUNCIL FROM: Planning Department Kathlyn Bowden, Economic Development Coordinator 949 - 644 -3230, kbowden @newportbeachca.gov SUBJECT: Balboa Island Wayfinding Signs ISSUE: Should City Council authorize the Marine Avenue Business Improvement District ( MABID) to pay for the installation of three (3) directional wayfinding signs in the upcoming fiscal year, with the understanding that the City will reimburse the MABID the amount it would cost the City to install the signs as part of a comprehensive implementation of the wayfinding program when the City completes the program? RECOMMENDATION: Authorize the MABID to pay for the installation of three (3) directional wayfinding signs prior to comprehensive installation by the City, and and agree to reimburse the MABID the City's cost to install the signs as part of a comprehensive implementation of the wayfinding program when the City completes the program. DISCUSSION: Background Arising from Economic Development Committee and City Council approvals in FY 2000, the City has embarked on the development and implementation of a comprehensive Citywide Wayfinding and Directional Signage Program. In an effort to help gain public acceptance of the program, the City installed a series of directional signs through a pilot program. The pilot program was developed in 2005 as a part of the traffic improvements around the "mixmaster" intersection near the Newport Pier. The pilot program was helpful in allowing city staff to evaluate the success of the pilot signs and make adjustments to font size and method of installation. Balboa Island Wayfinding Signs May 11, 2010 Page 2 The City completed the placement of nine new monument signs at prominent City and district gateway entrances as part of the 2007 -08 capital program. On May 13, 2008, City Council approved a contract amendment with Hunt Design Associates to support the second phase of implementation of the Citywide Wayfinding and Directional Signage Program, including programming, construction document production, and construction administration services. Though the project was completed and final bid package produced, the project was deferred from the FY 2009 CIP general fund budget due to anticipated budget shortfalls. In an effort to revive the program, staff submitted a CIP budget request for $300,000 (based on engineer estimates) for the 2010 -2011 fiscal year. MABID Request Both staff and the MABID have received complaints regarding the perceived lack of signage directing visitors to Balboa Island from Coast Highway and Jamboree Road. Though some directional signage does exist on Coast Highway, visitors tend to drive past the signs without noticing them. At their regular meeting of March 11, 2010, the MABID Board of Directors asked staff to present the status of the deferred wayfinding program and information on the number of approved signs that direct visitors to Balboa Island, the signs' approved installation locations, and cost estimates for the MABID to pay for Balboa Island- specific signs with BID funds. The Board decided to introduce the topic at the next EDC meeting to seek their support in allowing the MABID to move forward with the purchase and installation of a total of three (3) directional wayfinding signs on Coast Highway and Jamboree Road. The project is within the scope of work approved by City Council for the MABID in FY2009 -2010. The improvements and activities to be funded by the MABID benefit assessments shall include only the following: marketing, advertising and public relations; brochure development and distribution; promotion of public events that are to take place on or in any public places in the area; decoration of any public place in the area; public area improvements and maintenance activities; and the general promotion of retail trade activities. The MABID's proposal to fund costs associated with the fabrication and installation of signage may be categorized as "public area improvements and maintenance activities." EDC Discussion and Recommendation The issue was presented at the April 21, 2010 EDC meeting. The EDC discussed incremental vs. comprehensive implementation. The Committee recognized that the 2010 -2011 fiscal year will be a difficult budget year for the City, but felt that the economic importance of directing visitors to the City's commercial villages and tourism destinations was paramount. Therefore, the EDC voted to recommend that the City Council fully fund the wayfinding sign program in the FY 2010 -2011 budget and install the signs citywide within three months, or as soon as possible. Balboa Island Wayfinding Signs May 11, 2010 Page 3 Councilman Selich, acting in his capacity as the Council representative for Balboa Island, has proposed an option of allowing the MABID to pay the full cost for fabrication and installation of the three (3) requested Balboa Island directional signs now so that the BID does not have to wait for the City to fund the full wayfinding program. His proposal is contingent upon reimbursement from the City in the amount it would cost the City to install the signs as part of a comprehensive, citywide installation of the wayfinding program (recognizing that the BID's costs will be higher as they will not enjoy the same economy of scale). For example, if the BID pays $3,300 for the fabrication and installation of the Balboa Island directional signage, and the City is later able to reduce the fabrication and installation sign cost to $2,000 per sign due to economies of scale, the BID would only receive $2,000 as a reimbursement from the City. As proposed, the reimbursement would not be paid until the time of the citywide wayfinding sign installation. Environmental Review: The project is Categorically Exempt from the California Environmental Quality Act (CEQA) pursuant to Section 15303 Implementing Guidelines. This exemption covers the construction and location of limited numbers of new, small facilities or structures. Funding Needs: Staff estimates the cost for an outside contractor to fabricate three (3) of the approved directional wayfinding signs to be approximately $1,500, or $500 per sign. Staff estimates that the cost for an outside contractor to install these three (3) signs to be approximately $1,725, or $575 each. The total cost to the MABID for fabrication and installation of the three (3) desired Balboa Island directional signs is $3,225. Funding Availability The MABID has budgeted sufficient funds ($3,300) in their FY2010 -2011 budget to pay for the fabrication and installation of three (3) directional wayfinding signs on Coast Highway and Jamboree Road. The proposed FY2010 -2011 budget will be presented to City Council for approval on June 8, 2010. If the City were to reimburse the MABID a portion of costs related to the fabrication and installation of these signs, the reimbursement will transfer funds from the City's general fund to the MABID account if and when the City implements the full program. Alternatives: 1. Authorize the MABID to pay for the installation of three (3) directional wayfinding signs prior to comprehensive installation by the City, without any future reimbursement from the City; or Balboa Island Wayfinding Signs May 11, 2010 Page 4 2. Do not authorize the MABID to pay for the installation of three (3) directional wayfinding signs, but rather wait for the City to fund a comprehensive installation of the program. Prepared by: s X Ccohlyn Bowde ICP nomic Developmen Coordinator Submitted by: �a4WL Sharon Wood Assistant City Manager Attachments: Balboa Island Wayfinding Signs SIGH TYPE %W -MC9-01 Balboa Island Directional Sign on Coast Highway (eastbound) LOCATION PLAN - QUADRANT M99 LOCATION PLAN - QUADRANT L10 '' `T Balboa Island Balboa Island Directional Sign on _�C�asi Highway -� Balboa Ponlnsula Jamboree Road (southbound) Corona dol Mar MGNTY?2V02 -Ali LOCATION PLAN - QUAORANT M10