Commentary: Uncluttered corners, invisible stores

4th and Main in Edmonds, Sept. 2. (Photo by Tracy Felix)
4th and Main in Edmonds, Sept. 2. (Photo by Tracy Felix)

You may remember an article last summer reporting citizen complaints about overuse of sign boards in the downtown Edmonds business district. After looking at the situation, the City of Edmonds created a new sign code. Upon unanimous approval of our city council last month, the city issued letters to 570 downtown businesses to cease and desist use of all signboards until they pay additional permit fees for approval to only use sign boards that meet the new requirements.

In a nutshell, under the new regulation, signboards and sandwich boards must be placed within 10 feet of the front door of the business. It is true, many of the signs were not of high aesthetic value, but they did serve a purpose.

Some businesses are reporting a drop in business anywhere from 20-30 percent. For retailers this is of great concern. It is making an immediate impact on stores that are not located directly on 5th or Main Streets. In particular, directional signs are incredibly important to side-street businesses. They depend on sign placement on corners to guide foot traffic to their tucked-in locations.

Lack of corner signage is why Bountiful Home, Spangler Book Exchange and Edmonds Hardware have become virtually invisible. Many people still don’t know we have a wonderful hardware store here in town, so this business in particular serves as an example of how challenging it is to gain exposure for drive-by and walk-in customers. In the case of the hardware store, under the new code you will have already parked in their lot and walked up to the door before you would see their legal sign. I for one am missing Zinc’s happy orange sign and the Church Key Pub’s daily jokes.

As a business owner on Main, this does not affect my store as much as others. Some may say businesses on 5th and Main Streets pay higher rent so deserve the better visibility. This presumption is not always accurate. Side street businesses pay fair rent rates, and Edmonds rental rates are not inexpensive. When any of the businesses in town struggle, it affects the overall vitality of the downtown business core. And that does concern me.
ARTspot opened four years ago when there were still some vacancies around town. For the most part, these openings have filled in quite nicely with a diverse assortment of retail, by-appointment businesses, and restaurants. Downtown has been attracting more shoppers from surrounding areas. Visitors and residents often comment to me about the revitalized downtown. Mayor Earling announced earlier this year that we are officially no longer “Deadmonds!”

I would suggest this is in a large part due to the business district growing out from the center of 5th and Main onto 3rd, 4th, 6th, Dayton, Maple and Walnut Streets. Unless we want to go back to the quiet atmosphere of five to ten years ago, it is critical to maintain the current level of commerce. If we want to attract additional growth, we need to cultivate an atmosphere that is supportive, workable and friendly to prospective business. That means things like directional signage on the corners.

It is important to look at this issue from the viewpoint of what we value in our town. The downtown area is often praised for being charming and inviting. This is in large part due to the individual nature of our independent businesses. I appeal to both city government and citizens to be concerned and even protective of our local family owned businesses. Small brick and mortar stores generally run on a thin line of profitability. We do however contribute much to the community. We are on the front lines donating to many schools and other groups asking for donations.

Local-Economic-Return-Multiplier-Graphs-01Local businesses are great employers. When you shop local a much higher percentage of the money stays in the community where the store is located. National chain stores, “big box” stores, franchise and online retailers contribute virtually nothing to local causes, our local economy or to our local tax base.

Many people agreed the signboards were unsightly, but to me they are better than “For Lease” or “Going Out of Business” signs. Sure, the city needs to update these regulations and keep an eye open for public safety. Businesses could have done a better job of making them look better. But did the city council allow a few strongly committed anti-sign advocates put too big a dent in our local economy? The regulations are written, and for the most part being observed, but we have some work to do to fix this.

I encourage our local government to take another look at the impact lack of visibility and increased permit fees are having both now and in the long run? Does the City of Edmonds absolutely need to collect another permit fee – on top of the permits and licenses businesses have already pay for? At what point does the weight of this new regulation become more important than supporting our local business owners in the day to day challenge to keep their doors open?

Moving forward, I am optimistic due to one fact. The city did leave a window of opportunity open for discussion. This new code will be reviewed within the year. Perhaps the City of Edmonds and the Business Improvement District can draw up a program for well-designed wayfarer signage. In other towns, especially places that showcase the arts, you see banners and colorful signage celebrating events, galleries, shopping and eateries. The City currently has a directional board for its services near the fountain at 5th and Main. Surely they can see the need for the business district to have the same kind of option.

In the meantime, many downtown merchants are experiencing a lull in business. I call on you, citizens of Edmonds to visit local shops, and recommend your favorites to others. Word of mouth is any businesses’ best advertising. While we wait for a better solution, this can do much to replace lost revenues due to the inability of businesses to advertise with sidewalk signage.

By Tracy Felix
Owner, ARTspot, Edmonds

  1. Tracy, thanks for writing this — as someone who has had a business go under in the past several years due to the, er, changed economic climate, I feel for all the business operators who suddenly had the rug pulled out from under them by the rule change. Surely there was a less heavy-handed way to handle this. People make enormous sacrifices (both monetary and personal) to keep businesses afloat, particularly in challenging times, and it’s unfair to subject them to arbitrary rule changes that result in very real pain. I hope this situation will be re-examined before we see stores closing because of the lack of foot traffic.

  2. Rather than the company-owned A-Boards that are causing the problems, perhaps the city could create A-boards or some other signage that lists all the businesses “up the street” from Main and 5th. That would create the uniform, professional look that people want while still letting people know what is available up the street and also letting them know that this isn’t such a “small” town and that there are a lot more businesses/eateries to check out. Ideally, if the city wants to take something away, they should replace it with something better for those impacted.

    1. “Ideally, if the city wants to take something away, they should replace it with something better for those impacted.” One of the best comments I’ve seen on here in a long time.

  3. I have lived in greater Edmonds for 17 years and downtown on Elm for 1 and I never knew we had a hardware store. I will have to start supporting them.
    The city should immediately come up with a design for an A board and each corner heading off of Main and 5th should list all businesses down the side street.
    We must do something to help the local businesses as they are crucial to our towns appeal and provide so much to our community.
    Their decision, without an immediate solution that helps the businesses right away, sounds familiar doesn’t it? Very much like taking out the postal box at the old post office before having a new location and new box as they were thinking it wouldn’t really impact people to not have one.
    That didn’t go well either.
    Let’s think ahead people….

  4. I agree that businesses “off Main or 5th” need support with some type of locating signage so they don’t get lost in the shuffle. Edmonds Hardware and Spangler Books are excellent examples of business that are far enough away that they don’t always get noticed. They are both assets the city shouldn’t want to lose.

  5. Excellent commentary, Tracy. Well put and much-needed to be said. The city’s decision seemed a rash one, without enough consideration of how it would negatively impact not just the individual businesses but the downtown community as a whole. Hopefully other business owners like yourself, who have more visibility, will speak up as you have. Thank you.

  6. Thank you, Tracy for your great effort to clarify our situation o keep our small businesses
    open! I think all we business owners love to be here in Edmonds and give our All. And it
    is to the benefit of the City and Home owners by contributing with taxes that reflect our
    earnings. Regarding my business, Edmonds Frame Design, on Fifth Avenue, it is hardly
    visible from the street, because it is located down the hill, parking place in front and often
    “covered up” by parking cars. My sign on the side walk next to the street is crucial for
    new customers to find me! I do hope that the new sign regulations will be reconsidered
    for the benefit of us all!

  7. While I don’t like signboards cluttering the sidewalks, I agree with previous comments about the necessity of some kind of signage pointing out businesses located off the 5th and Main corridor. Isn’t there a downtown business district organization that all downtown businesses were required to join? If so, I think it should wade in on this issue.

  8. Good comment, Lisa. There has to be a way to support side street businesses. A sensible, constructive compromise surely can be found. One of the charms of Edmonds is having locally owned businesses (and ample parking to support them and their workers).

  9. Wasn’t this sign board nonsense all started by the complaint of *one* citizen? And now local businesses are suffering for it? This is ridiculous.

    1. The City of Edmonds, in their letter to merchants regarding the signs, stated “The amendment process was largely sparked by citizen concerns about perceived sign clutter in the downtown core”. Their solution, pay us some money and the “perception” is no longer an issue.

      Public records from the City of Edmonds show there were a total of four (4)!! out of 40,000+ citizens who filed written complaints.

      The following are pretty sad when you really think about it:

      Linda Niemi, stated on September 28, 2015: “the sidewalks are for pedestrians who pay high property taxes and not for merchants to use..” I can venture to say my monthly rent, is far more than her taxes.
      Natalie Shippen, sent an email dated March 21, 2016. stating:
      “I think its unfortunate that a small, but well-organized downtown group, feels it must soil its own nest to make a living but I don’t believe that others should have to pay to solve their problem.”
      “Temporary commercial signs are a stigma, They send a far more significant message than the actual words on the sign. They convey a state of mind, they cry economic distress, even panic, they cry cheap. None of these attitudes reflect the reality of a prosperous, attractive RESIDENTIAL community”
      “Locating temporary commercial signs (sandwich boards, stanchions, banners,etc) in the public right-of-way creates the picture of a fine home with a seedy front yard”.
      “Those residents have spent thousands of dollars in over 50 years to make residential and commercial Edmonds look the way it does today”.
      Natalie Shippen, sent another email, dated March 22, 2016, stated the following against business owners: “code emphasize the importance of protecting Edmonds reputation as an attractive, up-scale residential community. Rather, it offers a crutch to those marginal businesses that claim they need cheap advertising signs in the public right-of-way in order to survive”.

      The City forces business owners to hand over their money. Yet, when business is in the dumps (as this economy is), they offer no help, just another bill to pay.

      This was the basis the City of Edmonds used as justification to find a new revenue stream from business owners. Never once has the City of Edmonds, come around and asked how business is, they never even came in and said welcome to town. They have also never asked if business owners feel their forced payment to the Ed! Alliance is a good investment, or a waste of business owners money.

      It is time for the Edmonds BID (Alliance, Ed!) to be closed and let business owners run their own businesses without City interference. Edmonds business owners do not need a forced assessment association, especially when they have failed, in three years, to accomplish one valid project.

      1. thanx Brent for posting that info

        as so often happens, especially in politics – speech is usually about MIS-communicating for emotional response

        how much taxpayer $$$ is going to the westgate multi million dollar projects? either through outright gifts or tax exceptions?

        how many billions of dollars do we regularly hear being given to “the big boys” – including some local international corporations?

        and what do we see for our tax dollars? a need for more tax dollars

        the signs were visible and i bet they found a place they thought they could be heard

        as so often happens in hierarchy – it’s the folks on the bottom that feel the brunt of it

        perhaps someone from the Alliance could take them out for coffee and listen to their gripes and get them on your side?

        also – re: taxes

        i’m NOT a Michael Moore fan, but his latest “where to invade next?” really makes the point – we pay more tax dollars than other countries that get so much more for the taxes – it’s also being shown this weekend in edmonds for free

        https://meaningfulmovies.org/neighborhoods/edmonds/

    2. Yes . . that is correct. I was baffled how the board and the council made a decision on one person’s dissatisfaction. There were four to five of us business owners who attended the meetings and spoke to how it is necessary for businesses to use signs to attract customers.

  10. reading the comments, i have to chuckle!

    how many people that want government to “fix” the problem, not necessarily those that have commented, complain about and are ANTI – Big Government! ??? (“safe” sidewalks also comes to mind)

    while i am definitely NOT “pro” business – i do acknowledge that in the present world we all live in – we are all dependent on business and government

    regarding our quaint, artsy downtown core – which i enjoy walking thru frequently, i think we would do much better than tell government to “fix” the problem

    A solution:

    Public meetings! for ALL interested people, business owners – present and ex, pedestrians, tourists?, AND ARTISTS ( you know, the creative folks everyone is always talking about)!

    Put together a plan that has the backing of a representative sampling of the above people, including how to pay for it, how – they – will accomplish it, and some pieces of art showing what it looks like

    i GUARANTEE the city council will be – all over it!

    and – no taxes to pay for it!

    post script – how come people complain about signs with a small footprint and not about outdoor dining that utilizes what seems to be about HALF the sidewalk???

  11. I think all people in Edmonds (no anti or pro needed) need to put their money where their mouths are and shop in local businesses. Maybe in addition to an Artwalk we need a side street business walk. I can’t believe how many people still don’t know we have a hardware store or a used book store. A rethinking of the ban on A board signs is needed too.

  12. Thanks for so articulately sharing the concerns of many retailers, Tracy. Appreciate you spearheading this topic! The Edmonds Downtown Alliance (ED!) looks forward to partnering with you – the City, businesses and residents – to promote creative solutions that keep our downtown business district vibrant and attractive.

  13. I love shopping with local merchants in Edmonds and prefer to do so verses shopping with big box retailers. I didn’t mind the signs (and they actually helped because I wasn’t aware of some of the merchants until I saw them for the 1st time). Bring them back with a uniform look as Lisa mentioned. May I suggest that business could be down, in part, due to the lack of parking in Edmonds as well? As businesses grow, we need to add more parking options. There have been times I have driven around Edmonds 3-4 times looking for a parking spot. After driving around the fountain for 10 minutes, I’ve given up. Signage and parking both need to be addressed.

    1. Some have complained about the lack of parking for several years when it really wasn’t a problem. Currently it is very definitely a problem; I live right downtown and have witnessed the sharp increase in the density of parked cars. A major reason for the problem is the almost total lack of parking enforcement – enforcement is markedly diminished from a few years ago. Vehicles remain parked all day long in the 3 hour zones; the culprits are primarily employees of the nearby businesses.

    2. Parking is packed, and you link that to the DECLINE of business? How so? More cars parked, more customers. Every time I drive in to downtown Edmonds, it’s nearly NEVER a problem to find parking. And I don’t think anyone should complain about parking a mear two or three blocks from their destination.

  14. The signs added to the uniqueness of the community. Too many towns and cities are disappearing to Big Box corporate stores. One of the reasons I like to support local businesses is to keep small busineeses alive.

  15. It would be a tragedy if Edmonds lost our very good hardware store – among others – because of a silly law that was the result of a few scattered complaints. Uniform signs? No – the individuality and inventiveness of signs is part of our unique village look. Are we really going to lose downtown businesses to out-of-town big box stores because a few people don’t like the signs? Why do I sometimes feel that Edmonds is in danger of slipping back into just another cookie-cutter Lynnwood lookalike? A foolish decision which needs to be reconsidered before we loose valuable local businesses – the very businesses that make Edmonds a community and unique.

  16. I like the street signs. They remind me of places I should try, or need to go back into. And so often, there’s great life quotes that make me laugh or smile! I appreciate them.

  17. Signs, like cats, is an issue that got over-addressed by the city council.
    A heavy dose of common sense is required in both situations.
    Reasonable guidelines should have been applied as opposed to added fees and restrictions and threat of fines.
    Were signs really a problem that needed to be resolved?
    Perhaps….. in the eyes of just a few.
    The council should be focused on how to make it more friendly for retail businesses just as much as how to make it more friendly for shoppers and pedestrians.

  18. Squeaky wheels getting greased. Babies thrown out with the bath water. Mountains made out of mole hills.

    They’re cliches for a reason. They perfectly describe this situation.

    The signs weren’t hurting anyone, but a few people didn’t like them and took it upon themselves to speak for everyone.

    Lame.

  19. I agree that too often the complaints of a few vocal people regarding signs create a bigger problem than the “problem” that is trying to be solved. Distinct A Boards are what create attention to the business that needs visibility. When a business isn’t located on a main road, visibility is needed to encourage people to check it out. Edmonds City Council: please reconsider this issue and take into consideration a broader perspective.

  20. How about all the sidewalk space taken by roped off tables and chairs? For instance at Salt and Iron. You have to walk single file past that area and others on Main Street. You cannot walk beside a friend. And how about someone in a wheel chair or using a cane. The sign boards were less invasive than the zigzag sidewalk caused by outside dining tables. Also the business sign boards reminded me to shop on the side streets. Maybe sign boards could be a uniform size and list more than one business. So many rules and regulations! Hard for small businesses. Judy Baker

  21. I am especially unhappy to learn Rick Steves weighed in with: “Even though my company puts one out, I’m opposed to sandwich boards in Edmonds. I’d be happy see our town rid of these completely, including my own.” – Rick Steves, April 27, 2016. I would have expected Mr. Steves to be more understanding of the small business community in which he operates 🙁

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