If you build it, they will come. Only if they find it,
though.
Morgan Hill – If you build it, they will come. Only if they find it, though.
That’s the rub for Trader Joe’s in Morgan Hill, store officials say. They’re eager to draw more shoppers to the new store off Dunne Avenue, but being tucked behind a Scramblez restaurant without any road or freeway signs slows business.
Store officials are keeping mum about their sales and performance statistics, citing company policy, but they’re certainly interested in Morgan Hill elected officials amending the city’s sign ordinance to allow them to advertise to passing motorists.
“I think our visibility and business would be better with a freeway sign,” said Don Obercoe, Trader Joe’s manager.
City officials say the off-beat grocery store, which opened in December on the corner of Laurel Road and Walnut Drive, has been asking to be placed on the Chevrolet and Chevron freeway sign by Dunne Avenue since agreeing to come to town last spring. The only problem is, the city’s signage ordinance prevents business more than 200 feet from U.S. 101 from having freeway signs. Trader Joe’s is 300 feet away from the Dunne Avenue exit. Moreover, the ordinance says businesses must be dependent on free way traffic – like gas stations or fast food restaurants – or be 15,000 square feet big to place signs in view of freeway drivers. Trader Joe’s is 13,500 square feet, said Morgan Hill Senior Planner Eric Marlatt, who is analyzing the impact of changing the city’s signage ordinance so the matter can be reviewed by the Morgan Hill Planning Commission in March.
“When you change the ordinance, it will have an effect on more parcels,” Marlatt said. “You have to set some sort of parameters for these and other kinds of businesses.”
Morgan Hill Mayor Steve Tate he’s been fielding phone calls from Trader Joe’s representatives advocating for a freeway sign. Additionally, Tate said the store is interested in putting up a sign on Dunne Avenue, which also requires an ordinance change to allow multiple signs on properties. As it stands, the grocery store sits behind Scramblez restaurant, next to Starbucks and Walgreens, out of view to unsuspecting Dunne Avenue motorists.
Changing those sign rules require forethought, Tate said.
“You got to take into account the impact of what you’re doing,” he said, “because there’ll be a lot more demand for those signs. But we also want to help Trader Joe’s.”
The issue of eligibility for freeway signage is on a list of economic inhibitors that the Morgan Hill Business Assistance and Housing Services Department has been working on resolving with the Morgan Hill Chamber of Commerce.
“Certainly, stores that have a real regional draw have a particular interest in it,” said Dan Ehler, CEO of the Morgan Hill Chamber of Commerce. “Not every business by the freeway is interested in signage, but we’re looking to see how the ordinance could be changed to better serve the city.”
Tony Burchyns covers Morgan Hill for The Times. Reach him at (408) 779-4106 ext. 201 or tb*******@*************es.com.
