CC - Item 8C - City Wayfinding Signage ProgramTO: THE HONORABLE MAYOR AND CITY COUNCIL
FROM: JEFF ALLRED, CITY MANAGER
DATE: JUNE 28, 2011
SUBJECT CITY WAYFINDING SIGNAGE PROGRAM
SUMMARY
As part of the City's Strategic Plan, the City Council has approved several projects to
better enhance the City's appeal as "Today's Small Town America." These projects aim
to establish the City's unique identity through beautification efforts, well- maintained
public infrastructure, and active economic development activities. One such project
involves the development of a master wayfinding signage program. Wayfinding signs
help contribute to the overall experience of visitors navigating through the City and
provide direction to important City destinations. The Traffic Commission has reviewed
the proposed wayfinding signage program and approved a design option and list of City
destinations to include on the signs.
Staff Recommendation
It is recommended that the City Council concur with the Traffic Commission's
recommendation for a new wayfinding signage design and authorize staff to proceed
with implementation of a Citywide program.
DISCUSSION
The City is home to a number of large retail centers, regional and national corporate
headquarters, public amenities, and schools /universities that generate significant
economic activity. Strategy #1 of the City's Strategic Plan includes an action item to
initiate a wayfinding sign program. The proposed wayfinding sign program is aimed at
providing community residents /visitors easier access to these local attractions.
Wayfinding signage helps to provide an organized system of guide signs that assist
visitors with locating these attractions. Additionally, wayfinding signs help to continue
Rosemead's unique brand with the City's common color scheme of maroon, silver, and
white that is displayed throughout the community.
Traffic Commission Review
The Commission reviewed this topic in December and approved a design option and list
of key City destinations to include in the wayfinding signage program. The Commission
selected a design based on several contributing factors, including:
• Choosing a wayfinding sign that is easily visible and reflectiv MM
APPROVED FOR CITY COUNCIL AGENDA:
City Council Meeting
June 28, 2011.
Page 2 of 3
Continuing Rosemead's existing community color theme of maroon, silver, and
white that is now displayed at Rosemead schools (e.g. Rosemead High School),
used at existing City facilities (e.g. City Hall), and on existing monument signs and
new street name signs (e.g. lettering of median monument signs and in Garvey
Bridge pilasters), representing a unified Rosemead "brand" with these colors.
• Maintaining a unique identity that sets Rosemead apart from neighboring cities
Based on these factors, the proposed wayfinding sign includes a maroon background with
white lettering. The sign also includes the words "City of Rosemead" with rose logo on the
top of the sign, and white directional arrows (see Attachment 1 — Sample Design). The new
signs also include a coating to allow for easy graffiti removal without damaging the sign
itself.
City Destinations /Pilot Program
In addition to designs, the Commission developed a list of key destinations to include on
the wayfinding signs. The Commission identified four categories and destinations to
include in the program, including:
Public Facility
• City Hall /Library/RCRC
• Rosemead Park/Aquatics Facility
• Garvey Park/Splash Zone
• Garvey Community Center
• Public Safety Center
• Dinsmoor House
• Chamber of Commerce Office
Regional Shopping Facility (High traffic volume, a diverse mix of retail stores,
generates significant tax revenue)
• Montebello Towne Center
• Wal -Mart Shopping Center
• Rosemead Place Shopping Center
• Rosemead Square Shopping Center
Corporate Business Facility
o Southern California Edison
Major Educational Facility /Cultural Institution
• University of the West
• Savannah Cemetery
The Commission also asked that a pilot program be implemented to evaluate the look of
the new signs. One pilot program sign was produced and installed at the Rosemead
City Council Meeting
June 28, 2011.
Pape 3 of 3
Blvd /Interstate 10 Offramp, just adjacent to IHOP at the Rosemead Square Shopping
Center. Since conducting the pilot program staff has received several positive
comments about the sign's look and design. Some suggestions for improving the sign's
appearance were also received, including 1) Changing the background to a solid
maroon color (instead of a gradual color change); and 2) Increase the font size on the
sign. These suggested changes will be incorporated into the final wayfinding sign
design.
Program Implementation
After City Council consideration of the sign design, it is expected that a rollout of
wayfinding signs will occur during Fiscal Year 2011 -12. Funding is included in the City's
Capital Improvement Program for signage replacement and installation. Signs will be
installed at key entrance points and intersections in the City, including freeway offramp
locations, City entrance points, and high volume intersections.
FINANCIAL REVIEW
Funding for the sign replacement program was approved by the City Council as part of
the City's Capital Improvement Program budget.
ENVIRONMENTAL REVIEW
The project is categorically exempt from the California Environmental Quality Act
(CEQA) pursuant to Section 15304 (a) of the CEQA Implementing Guidelines. This
exemption covers projects involving minor alterations of land that do not have a
significant effect on the environment.
Submitted By: Submitted By:
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Aileen Flores
Public Information Officer
Chris Marcarello
Director of Public Works
Attachments:
(A) Proposed Wayfinding Sign Design
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