Sign Of The Times

In South Valley news, some Visalia businesses may soon have to change the way they advertise due to a proposed city regulation.
The idea of changing the way Visalia businesses advertise is welcome news to residents like Bill Balsley who says
" I don’t want my sidewalks being utilized as advertising by businesses downtown and if they’re in my way im gonna be kicking them over"
The city is in the beginning stages of reviewing it’s regulations on signs, which haven’t been updated since the 1970’s.
It’s a discussion that brought dozens to the council meeting Monday afternoon.
Mayor Steve Nelsen says "tonight was the first opportunity for the council to receive the information from our committee and our consultant".
Not surprisingly, some business owners and the Chamber of Commerce believe the new ordinance would have a negative impact.
According to insurance specialis Diego Ramos""this is gonna take away a lot of our marketing tools so it’s really going to affect our sales activity"
Fiesta Auto Insurance relies on window signs and their mascot, a black bird named "Max" to bring in business. But Max may soon be on his way out.
Something the Visalia Chamber of Commerce wants to avoid according to Chamber President Gail Zurek "the sign ordinance would not allow someone to dress in a costume and stand outside,
in our community every job is precious".
In addition to restricting sign holders, the proposed regulations would mandate 70% of the surface space on business windows to be signage free.
According to Assistant City Manager Josh Mc Donald " "others say that signs create blight in the community and the answer is probably in the middle"
McDonald says changes in technology are prompting the city to take up this issue now.
While the discussion continues , many business owners hope it doesn’t pass in it’s current form.
The Visalia City Council extended the discussion period for the new sign ordinance for another 60 days to hear more input and do further study.