Sixteen years after an electronic advertising display atop the Spreckels Park sign along Highway 99 riled El Rancho mobile home park residents across the freeway who complained bitterly about light shining through drawn blinds at night, Manteca is on the verge of clearing the path for a similar sign on the 120 Bypass corridor.
That first sign representing a $1 million investment ended up flopping and being removed as it did not generate enough advertising.
This time around the technology is vastly different thanks to the advent of lighting emitting diodes (LED), the cost is lower, and the business plan more precise.
The Manteca City Council — should they approve various ordinance amendments, us permit requirements and a site plan — will clear the way Tuesday for Poag & McEwen to install a LED sign at The Promenade Shops at Orchard Valley
The Orchard Valley sign was first proposed in early 2011. It was initially held up so public workshops and hearings could be done that would allow the sign to go in along the 120 Bypass. The formal application was submitted in July 2012
Some of the rules for the LED sign includes:
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 city’s Community Development Director has the authority to modify hours of operation if it is determined the sign is a nuisance
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.
Electronic message sign illumination and message rotation would have to comply with Caltrans safety standards as well.
Any advertising not related to Orchard Valley tenants will be permitted only with a revenue sharing agreement approved by the Manteca City Council.
The council meets at 7 p.m. Tuesday at the Manteca Civic Center, 1001 W. Center St.