CORONA DEL MAR TODAY

Council to Study LED Replacement of CdM’s “Tacky” Sign

The Newport Beach City Council will consider spending up to $42,000 on a permanent electronic sign near the dolphin topiaries, replacing the saggy banners that Corona del Mar residents and leaders call tacky.

“We’ve been getting complaints — I’ve complained,” said City Councilwoman Nancy Gardner, who first asked staff to research the signs last July. “We spend all this money beautifying, and it looks like a garage sale sign. It looks tacky.”

A permanent LED sign would be located in the median facing the northbound traffic, according to a staff report. Depending on the size and trim, the sign would cost between $37,00 and $42,000. Staff could add messages via computer.

The temporary signs, on the median by the dolphin topiaries at East Coast Highway and Marguerite Avenue, use a banner strung between poles to promote city events, such as concerts in the park or e-waste drives.

“Staff has received complaints regarding the appearance of temporary banner signs permitted at this prominent intersection,” the staff report states. “The City and the Corona del Mar Business Improvement District have invested millions of dollars in physical improvements to the area…Some have commented that the appearance of the temporary banner signs detracts from the recent improvements.”

Another problem with the banners is that the city issues permits on a first-come, first-served basis — and this location is the most popular spot in the entire city. As a result, Corona del Mar events often can’t use the location to promote local activities.

An electronic version would allow multiple events to be advertised at a time, on a rotating basis.

The Council Study session will take place at 4 p.m. Tuesday in Council Chambers; it is open to the public. The Corona del Mar BID advisory board has expressed approval of the plans, the staff report states.

The second image above is from the staff report and depicts the electronic sign next to the current signs used at the intersection.