| | Frequently Asked Questions
Below are five frequently asked questions regarding the proposed Auto Mall Monument Sign.
 Who is paying for the new Auto Mall sign? The costs to construct, operate, and maintain the monument sign will be paid entirely by the Auto Mall Association. No City funds are being used to construct the Auto Mall monument sign.Previously, City Council committed $2 Million towards the other components of the project, (parking improvements, landscaping, etc.) none of which is to be used to construct the monument sign, if approved. Since 2001, the Auto Mall has generated $8 million in incremental property tax revenues for the Redevelopment Agency (RDA), with an additional $1.3 million expected in fiscal year 2010-11. The majority of the parking and landscaping costs ($6 Million) will be paid by the formation of a Community Facilities District (CFD) for the Auto Mall area. The property owners within the CFD will impose a special tax on themselves to finance the improvements in the Auto Mall. - Will the sign impact sales at the Auto Mall?
There is no empirical evidence that increases in the size of advertising signage results in increased automobile sales. However, studies have verified the effectiveness of signage in general, especially in areas with high visibility. In a 2001 study, the Small Business Administration determined that electronic message boards were the most cost effective means of advertising - more so than print, television, or web. The Auto Mall Association estimates that 80% of its visitors are drawn to the mall because of the freeway visibility and the existing monument sign. During 2010, 36% of all Thousand Oaks Auto Mall sales were to Thousand Oaks residents. In other words, the Auto Mall relies heavily on outside residents for 64% of their sales. Freeway signage may act as a primary method of communication to potential buyers who pass through Thousand Oaks. - Will the sign be a distraction for drivers?
The monument sign concept selected by the Advisory Committee is consistent with current Federal Highway Administration (FHWA) design criteria. The FHWA operational criteria for digital reader boards minimize driver distraction. For example, the proposed reader board will not be animated or contain any flashing or scrolling graphics. The image dwell time on the reader board will be eight seconds, with a one-second transition between images. Given the length of the image dwell time, it is unlikely that a driver would see more than a couple messages while traveling along the 101 freeway. Finally, the reader board will be equipped with automatic dimming capabilities to adjust brightness in accordance with ambient light. The existing Auto Mall sign contains an electronic component as well (a 3’x9’ reader board displaying the date, time, and temperature. During 2008, the FHWA conducted a Phase I literature review study on the distraction potential of digital reader boards. In Phase II of the study, participants were observed in instrumented vehicles while driving along 30 minute routes in Virginia and Pennsylvania containing digital and standard billboards. The instrumented test vehicles measured the frequency and length that drivers looked away from the roadway. Field data collection for Phase II is completed, and a draft report is under internal review. The FHWA will analyze the results of the field data to identify whether subsequent guidance, regulatory changes, or suggested legislative proposals for digital reader boards are needed.The proposed monument sign is consistent with the Scenic Highways Element of the City’s General Plan. The goal of the Scenic Highways Plan is to identify, establish, and enhance a system of scenic highways within the City of Thousand Oaks. The Scenic Highways Element identifies ten policies, such as preventing removal of mature trees without proper consideration, undergrounding utility lines, and providing right-of-way landscaping. With regard to signage, the policy states that the City should “Provide for the control of all on and off-site advertising signs”. In consideration of the Scenic Highways Element, appropriate controls have been placed on the sign’s design and operation to minimize significant impacts on the scenic character of the U.S. 101 Freeway. - Will the sign be precedent-setting?
If approved, the monument sign will not set a precedent for digital reader boards in the City of Thousand Oaks. The approval is specific to the Auto Mall zone only; any other similar sign would require separate approvals by the Planning Commission and City Council. The existing Auto Mall sign was constructed in 1994 through the application of a special use permit. In a similar fashion, the proposed monument sign has undergone numerous iterations within the Advisory Committee, opened to public hearings, considered by the Planning Commission, and will eventually be considered by the City Council. In each stage, the necessity and appropriateness of the sign is evaluated. - How can I participate in the community discussions regarding the sign?
Two community outreach meetings have been scheduled at the banquet center of the Los Robles Greens Golf Course. The purpose of the discussions is to provide additional information to the public, gather opinions, address concerns, and take note of all suggestions.
| Location: | Los Robles Greens Golf Course – Banquet Center | | Dates: | 6:00 PM on Wednesday, January 26th | | | 6:00 PM on Thursday, February 10th | For more information contact:
Jay Spurgin, Public Works Director
(805) 449-2444
jspurgin@toaks.org
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