AD HOC COMMITTEE CONSIDERS DOWNTOWN SIGNAGE

Both the recently-completed Downtown Master Plan and an IEDA’s 2024 Downtown Resource Center Assessment Report touched on recommendations for improving signage in the central business district.  The Storm Lake City Council feels that this is an opportune time to gather input and consider whether changes should be made to the current sign ordinance.

On June 17, 2024,  City Council passed a Resolution No. 62-R-2023-2024 establishing a nine-member Downtown Signage Ad Hoc Committee which will be formed by six members from the Central Business District and three members from the pubic at large. 

Due to the number of interested applicants willing to serve on the Signage Ad Hoc Committee the City Council amended Resolution 62-R-2023-2024 and appointed seventeen (17) members from the Central Business District and from the public at large.  Resolution No. 16-R-2024-2025 was passed unanimously on August 5, 2024. 

On April 17, 2025, the Storm Lake City Council heard suggestions compiled by the Ad Hoc Downtown Signage Committee that has been meeting for several months. The volunteers reviewed the City's existing ordinances and Downtown Master Plan/Downtown Assessment, and recommended several language updates, including a provision allowing for preservation of signage with historic value. The Signage Committee felt that creativity should be favored over uniformity in business signs, including the Lake Avenue downtown district.  Other conclusions from the group's studies:

• All signs should be properly maintained.

• Enforce sign ordinance violations with due process and proper notification.

• Allow for sign permit payments on-line.

• Provide signage guide for business in the Central Business District when they apply for sign permit.

• Explore options for a flat rate(s) for signage permit.

• Allow extra signage for multiple tenants/ second floor businesses.

• Temporary signs should be only allowed for 90 days, 180 days is too long. Examples: Vinyl banners, corrugated plastic, weather-resistant laminated paper, foam board.

• Abandoned signs shall be replaced with a blank panel or repainted by the owner, agent or person having beneficial use of the building within 90 days. The sign base, pole, electronics and frame do not have to be removed but shall be properly

maintained and kept in a safe, orderly condition.

• Window graphics such as decals, clings, window lettering, hours of operation should be allowed and should not count towards the overall sign budget.

• A-Frame (Sandwich Board) signs should continue to be allowed and not count towards overall sign budget.

• LED signage in windows should be allowable, however brightness of signs (lumen) needs to be regulated. Downtown should be vibrant and well-lit but no flashing, strobing or excessively bright lights.

• Holiday downtown lights on year round or at least on during weekends.

• Increase wayfinding signage and directions signs on how to get to downtown.

• No Roof Top Signs in the CBD

• Trees on Lake Avenue downtown should not block signage.

• Additional wayfinding signage is needed to create a gateway to downtown. Possible partner with private business that have abandoned signs not being utilized for this purpose.

• Add wayfinding signage on the incoming route from Hwy 71, past lighthouse, past King’s Pointe Resort, along Lakeshore Drive and up Lake Ave into downtown.

• Add additional wayfinding signage from other incoming routes when possible.

• Approve of a blade sign or hanging sign program. The city could reimburse business for the cost of the sign mounting bracket once the sign is installed. There could be an

application process. The business owner is solely responsible for the design of the blade sign. Storm Lake United has a revolving loan program that is available to business owners to help finance the cost of the blade sign.

The City Council expressed appreciation for the work the committee has done. Those serving include Terrie Eddie, Laura Hanks, Jeanyleen John, Joe Kelly, Rhonda Ringgenberg, Holly Schipper, Liz Smith, Adilene Soto, Brent Ulrich, Ruth Whitmore, Rick Wimer. Development Services Specialist  Lee Dutfield worked with the group.

No action was taken during the April 17, City Council meeting  as the sign discussion was a study session only. Additional future consideration of the recommendations is anticipated.