Struggling sales at Trader Joe’s and its desire for a freeway
sign should make our city leaders revisit the issue of controlled
freeway signage
Will freeway signage prop up Trader Joe’s apparent sagging sales? Should a single retail entity that does little to market its business locally expect the city to partner in its marketing efforts? And is it time to revisit the issue of controlled signage?
Good questions that need answers from our city leaders.
News that the off-beat grocery store is complaining about lack of sales has triggered our city planners to look at the city code pertaining to free-standing freeway signs.
Trader Joe’s has been struggling to attract customers since it opened Dec. 8. We don’t know the exact reasons. But we do know that the store’s request will require city officials to review their regulations related to freestanding freeway-oriented signs in commercial and industrial zones.
The code prevents businesses located more than 200 feet away from the freeway from having a freeway sign. Trader Joe’s is 300 feet away from the U.S. 101 Dunne Avenue exit.
Furthermore, the code prohibits businesses less than 15,000 square feet from having a freeway sign. Trader Joe’s is 13,500 square feet.
It seems like the distance and the square footage impediment is not that large to overcome by a simple tweaking of the code by the Morgan Hill Planning Commission and City Council. But city officials should proceed with caution.
Trader Joe’s also wants another sign on Dunne Avenue. It appears that sign code modifications need to be made to allow these businesses to have other signs beside the monument-type of signs outside of the shopping centers they’re located in.
The problem, understandably for city officials, is that the revisions could trigger many businesses wanting the signs. Planners will have to research other zoning codes in other municipalities to see how these businesses have been accommodated.
The Morgan Hill Chamber of Commerce should assist city officials in this task. It was instrumental in bringing the store to town after a successful letter-writing campaign.
