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- Subscribe - Contact Us - Rate Card - Place an Ad Archives Revels Classifieds Real Estate Guide Weather Subscribe Contact Us January 17, 2005 Signs of the times lacking? By Vickie Aldous Ashland Daily Tidings Some small business owners who are operating without signs are asking whether Ashland's sign ordinance is outdated. Names of some businesses on local office buildings, like the back of the former Cantwells Building, are reduced to placards because of an ordinance that prohibits the number of large signs. Denise Baratta | Ashland Daily Tidings City rules allow signs on only two sides of a building as part of standards meant to reduce visual clutter and protect the appearance of the town. But while "big box" retailers like Wal-Mart dominate other communities, some of Ashland's large buildings have been divided and provide room to multiple small businesses. Those small businesses on the third and fourth sides of buildings often go without signs. Four businesses on the back side of the old Cantwell's Market building are not allowed to have signs, according to Brent Thompson, the manager of the structure at 310 Oak St. That makes it difficult for patrons to find the businesses, said Sudy Storm, director of the International School of Traditional Midwifery, one of the four businesses. The school offers a free maternity support resource clinic and would like visitors to have an easier time finding it, she said. "We have to give people directions about how to find us," Storm said. "We have found people wandering downstairs looking for the other businesses in the building who didn't get directions. [The sign ordinance] seems a little outdated and like it's not keeping up with the growth of Ashland." Changing times? Faced with a profusion of signs jutting from buildings and rising into the air, Ashland adopted its first sign ordinance in 1967 in a move that helped change the face of the town, according to city records. The city currently restricts the overall size of signs, limits signs to two sides of a building, allows signs to project only 18 inches from a building and limits freestanding signs to five feet tall except near the freeway interchanges, said Adam Hanks, Ashland Community Development Department code compliance specialist. Neon signs are allowed only inside buildings and must be at least 10 feet away from openings such as windows, he said. "A lot of it comes down to the scale of signage related to structures," Hanks said. "Its an effort to keep the ratio proportionate. It allows the identification of a business. The intent is not for it to be advertising." The rule restricting signs to two building sides mainly affects large buildings on corner lots that also have a street or alley behind them, he said. Oak Street, Pioneer Street and A Street all run past the old Cantwell's Market, which also faces a parking area. That gives the building multiple business frontages, according to Thompson. Since the closure of the market, he has divided the building to house businesses that include the midwifery school and a restaurant, pet supply store, theater space, print-making association and high-tech companies. Thompson appeared before the Ashland City Council in December to ask councilors to consider amending the sign ordinance. He said he had identified 12 buildings in town that now have businesses that cannot have signs, or have multiple sides and could be divided in the future to provide space for small shops. A considered approach Then-councilor Don Laws, who first took office in 1975 and served almost continuously until leaving his post at the end of December, cautioned the council against making a quick decision on Thompson's request. He noted that, although they may need revision, the sign rules have played a key role in Ashland's beautification. The council agreed to direct planning department staff members and Ashland Planning Commissioners to study the issue and propose possible amendments to the sign ordinance. As for Storm, she hopes changes can be made to bring relief to small businesses. "It would be nice for the council to reevaluate the sign situation in town. I understand why they don't want flashing neon signs, but it seems there needs to be some balance between the appearance of the town and what the businesses and residents need," she said. "Some of us are square and we need to fit in a square hole." 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