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Orchard Valley pursues LED sign

Seen as way to lure more outlet stores to Manteca

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Orchard Valley pursues LED sign

An electronic LED sign is being pursued by developers of The Promenade Shops at Orchard Valley to get the attention of 120 Bypass travelers.

HIME ROMERO/The Bulletin


POSTED March 1, 2013 1:30 a.m.

It may just be a state-of-the-art sign for most people but the electronic LED display being pursued at The Promenade Shops at Orchard Valley might just be the honey to create more retail buzz.

Craig Realty - the successful outlet mall developer and manager of complexes in Los Angeles, Phoenix, Texas, Colorado, Chicago and Honolulu among other locations - is working with Orchard Valley to fill nearly 40 line-store spaces with outlets. Already they have secured Banana Republic, Guess, and Vans.

Craig Realty has indicted the LED sign that enables outlet stores to advertise will play a critical role in snaring additional stores. LED signs can display graphics in color.

Unlike an early generation of electronic signs that once graced the Spreckels Park sign on Highway 99 just south of Yosemite Avenue, there is less stray light and the advertisements created often mimic traditional billboards in quality

The developer initially filed an application in July 2012 to construct an LED sign. They have since resubmitted the project with changes to address Manteca’s initial concerns. The city staff expects to conduct a workshop later this month or in April on the sign application.

Ultimately the City Council will make the final decision on the LED sign.

The City Council in 2011 - after establishing ground rules for such signs as well as making note of Caltrans requirements - adopted an ordinance that also identified specific areas along the Highway 120 Bypass corridor and Highway 99 where such signs might be allowed.

The technology is much different attitude than 13 years ago when an investment firm sought - and received - permission to put in a high-tech electronic message board on one of the Spreckels Park signs along Highway 99. After it was in place a number of residents in the El Rancho Mobile Home Park directly across the freeway complained thr light still came into their homes even with drapes drawn.

LED lighting is much softer by comparison.

Council instructed staff in 2011 to go beyond the state required 300-foot notifications for development issues do to the lights could have impacted beyond that distance. Although no one has formerly complained to the city about the existing Bass Pro Shops signs which exceed what the city usually allows due to it being along a highway corridor, it is clear the visual impacts on Bass Pro Shops extend well beyond 300 feet from it as you go north of the 120 Bypass.

There are only a few places such LED billboard signs could go in Manteca including south of the Highway 120 Bypass between Union Road and a point east of Main Street, the southern quadrants of the 120 Bypass and Airport Way interchange, along the 120 Bypass near the future McKinley Avenue interchange, the southwest corner of the Highway 99 and 120 Bypass interchange, the area that is now vacant between Highway 99 and the Northgate Drive/Main Street intersection, as well as on the northwest corner of the Lathrop  Road and Highway 99 interchange.

Some of the rules for the LED signs include:

• They can’t exceed a height or a sign area that would be a nuisance to neighboring properties or motorists.

• They must be constructed of quality materials and of similar design and architecture as the regional recreation/hospitality center it is advertising.

• The hours of operation and illumination as well as changing images on the electronic display will not create a nuisance to surrounding uses, the vicinity, or traffic.

• The sign shall aid in the generation of sales tax revenue and/or promote the City of Manteca in a positive manner.

• The sign will be maintained in such a manner that the screen is fully functioning at all times. If the screen does develop areas with no or improper illumination that affect the overall quality of the images, the screen shall be turned off until necessary repairs have been made. The city’s Community Development Director has the authority to make such a determination.

Electronic message sign illumination and message rotation would have to comply with Caltrans safety standards as well. Caltrans bans message changes more frequent than every 10 seconds.

Great Wolf Resort - should they end up building a hotel and indoor water park complete with conference center next door to Costco - has also indicate they might be interested in having a LED sign.

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